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Peugeot UK | Company Profile, Marketing Contacts, Media Spend, Brands




Peugeot is a French automobile manufacturer that is a part of the PSA Peugeot Citro├źn group. The company manufactures and sells new and used city cars, family cars, and hybrids, as well as vans and business fleet vehicles.

Main Telephone 02476 884 000
Main Fax 02476 884 001
Primary Address
Pinley House
2 Sunbeam Way
Coventry, West Midlands CV3 1ND
England

Peugeot UK Contacts

Contacts (5/7)
Name Title City
Andrew D. Communications, Events & Partnerships Director West Midlands
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 02476 884 000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Pinley House
2 Sunbeam Way
Coventry, West Midlands
CV3 1ND
England

Mark P. Marketing Director West Midlands
Helen M. Manager, Customer Communications West Midlands
Karen D. Head, Dealer Marketing West Midlands
Nicola D. Head, Platform Marketing West Midlands

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Peugeot 208 *******
Peugeot 3008 *******
Peugeot 508 *
Peugeot 2008 *******
Peugeot UK *******

Agency Relationships


Brand Agency Service From To
******* *** ***** ********* ****** Creative unknown present
******* *** ******** ** Media Buying, Media Planning 2018 present
******* **** ***** ********* ****** Creative unknown present
******* **** ******** ** Media Buying, Media Planning 2018 present
******* *** ***** ********* ****** Creative unknown present

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Peugeot to use social media to deal with ‘ambivalence’ towards brand


Peugeot admits it has fallen behind some other car marques on social media and that its approach has been ‘fragmented’.

To date, it has done the majority of its social media marketing in house but internet marketing manager Andy Goodall told Marketing Week it hopes to have a “more solid” strategy moving forwards having appointed its first social media marketing agency in 33seconds.

Peugeot plans to use social media primarily as an engagement platform initially to boost perceptions of the brand. Goodall believes consumers have more of an affinity for rivals such as Volkswagon, as well as more premium brands such as Mercedes and Audi, and he wants to change that.

Peugeot sits at number 19 in a list of 33 car marques in the “Impression” category, a measure of people’s impression of the brand, on YouGov’s Brand Index. It is behind rivals such as Volkswagon and Ford, although its score is up over the past year to 11.6, a statistically significant increase according to YouGov.

“We have a job to do in the UK with the Peugeot brand. There is some ambivalence towards the brand. As a French brand in the auto space, it is a challenge in the UK market to say the least and this is a very crowded marketplace with so many strong brands,” he says.

To do that, Peugeot aims to tap into the experience of someone purchasing a new car and the “honeymoon period” associated with that. Goodall believes this is when customers are most likely to want to share their experience of their car and he wants to “capitalise” on that.

Social media will also be incorporated into its CRM team to help them identify prospects and target them with paid-for advertising on Facebook. For certain models, such as the upcoming launch of the 108, Peugeot will also look at a more direct sales approach, identifying potential leads and approaching them with targeted messaging on social media.

Peugeot’s strategy will focus on Facebook and Twitter, although it is looking to expand its presence on Pinterest and Instagram, particularly for the 108 which is aimed at a female audience in their mid 20s to late 30s. It will also experiment further with Vine having launched the campaign for its new RCZ R model on the service, although Goodall says it won’t be a “mainstay” of its strategy.

Copyright: Centaur Media Plc. and licensors

Peugeot spent £24.27 million in total measured media last year and works with OMD UK.
Peugeot
Pinley House, 2 Sunbeam Way, Coventry, West Midlands, CV3 1ND, 02476 884 000

Beth McLaughlin
Fleet & Business Marketing Manager
sam.phillips@omd.com