SEAT case-study

: an approach to repositioning strategies: the case of SEAT : from “Auto Emoción” to “Technology to Enjoy”

Abstract

The aim of this research is to understand and measure the perceptional impact of the repositioning of the brand in Portugal, by addressing the old positioning, the reasons behind the repositioning, the steps taken and the impact it had in consumers. SEAT is a Spanish brand owned by Volkswagen Group. In Portugal SEAT has been gaining some market share, however it was not always like this. In 2012, crisis was in the highest levels since its start. The automotive sector was one of the most affected sectors. People stopped buying cars and thus sales dropped off. Automotive brands, like SEAT were struggling and a change was necessary. In 2012, SEAT decided to reposition. In order to that, they decided to adopt some new strategies, change their logotype and change their old slogan “Auto Emoción” to a new slogan: “Enjoyneering”. However, this last slogan wasn’t well perceived by consumers, suppliers and partners, no one understood the meaning of the word. Thus, the brand decided to change to its real meaning “Technology to Enjoy”. This research includes an academic revision, Literature Review, in order to address specific concepts inserted in the study. A Case-Study was developed as well as Teaching Notes so that it can be given in class. Finally, a Market Research was conducted through both primary and secondary sources – an In-depth interview with the Marketing Director of SEAT Portugal and a Survey to understand the perceptual impact of the repositioning strategy. We might say that the brand is succeeding with the repositioning, however it still has a long way to go since a significant percentage still think SEAT as “Auto Emoción” and from those who knew the current slogan did not associated with the brand.

Date of Award	2 Mar 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)