In our article, we learned in detail about the SWOT analysis of Jeep. In this article, we will elaborate on the marketing strategy of Jeep.
The objective is to help you gain insights into Jeep’s transition from being used as a vehicle in the army to becoming one of the most recognized and respected brands in India.
Marketing is an integral part of a company. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our very own CEO and Founder himself, Karan Shah.
We will in-depth cover the marketing strategy of Jeep in this blog. Before we begin our deep dive, let us start with an overview of the company.
About Jeep – Company Brief
(The Legacy of Jeep, Source: Jeep)
Jeep is an automobile company that was started in the United States with the tagline of “Jeep. There’s Only One.”, now owned by European conglomerate Stellaris. Chrysler acquired the Jeep brand which was previously owned by AMC (American Motors Corporation).
The Jeep company has been headquartered in Toledo, Ohio, ever since Willys-Overland launched production of the first CJ or Civilian Jeep branded models there in 1945. The Jeep Wrangler series had remained in production since 1986.
|Market Share/ Revenue||US$46.2 Billion|
|Vision||Operational excellence and unwavering focus on ensuring our customers always review the best in what we have to offer.|
|Tagline||Go Anywhere. Do Anything|
Marketing Strategy of Jeep
Let’s dig deeper into the marketing strategy of Jeep and how jeep carries the marketing campaign etc.
Segmentation, Targeting, and Positioning
All the models of Jeep are positioned considering the main philosophy of Jeep “Freedom, Adventure, Authenticity, and Passion”.Jeep products target the need of the people who are looking for a luxurious as well as sturdy SUV. The target audience of Jeep is young outdoorsy individuals who like exploring, campaigning and outdoor adventures.
To keep the pricing of the models at par with rival companies, Jeep has adopted the strategy of competitive pricing. This strategy is adopted when there are multiple players in the market offering almost similar products.
Jeep started in the United States and now has a worldwide presence. You can find a jeep passing by in the Asia Pacific, the Middle East, Europe, Africa, America, and the Caribbean, which shows its solid distribution strategy in its marketing mix.
Along with the expanding selling market, Jeep focuses on localising the production plants as well to create an emotional appeal in the market. Earlier the models were manufactured only in USbut lately the assembling and production commenced in other 4 continents. A factory in Italy made the Jeep Renegade in 2014, a factory in Brazil began making the Renegade in early 2015 and a production plant for the Cherokee was started in China by the end of 2015. Fiat Chrysler Automobiles rolled out its first locally manufactured Jeep Compass in India from the Ranjangaon facility in Pune, in June 2017. Fiat invested the US $280 million to bolster local production of Jeep in India.
Jeep has robust distribution centres and mass markets all across India, China, Japan, South Korea, the United States, Mexico, Canada and the Caribbean.
Jeep is such a household, iconic brand that consumers may be too used to seeing the company’s vehicles pop up on their television or social media accounts. However, many of these you may not be aware of the brand’s advertising campaigns. Fortunately, we’re here to amaze you with Jeep’s big marketing campaigns.
The Jeep brand Kickstarted its new marketing campaign, “Made for What You’re Made Of,” featuring the new Grand Cherokee, Grand Cherokee L, and Grand Cherokee 4xe. The 30-second “Made for What You’re Made Of” video can be viewed on the brand’s social media channels, including Facebook, Instagram, Twitter, and YouTube.
“The ‘Made for What You’re Made Of’ campaign is rooted in the ‘go anywhere, do anything spirit of the Jeep brand and its loyal owners, fans, and followers,” said Marissa Hunter, Senior Vice President of Marketing, Stellantis – North America.
The brand also promoted its “My Jeep Story” campaign on its 75th anniversary. Under this interesting campaign, the brand encouraged fans to send their personal Jeep stories.
The brand cleverly understood that its success is attributed to its customers, hence creating the “We Don’t make Jeep, You Do” sentiment among customers. Fans were asked to share their favourite stories on www.Jeep.com/myjeepstory, and they can do so on any preferred social media platform. At the end of the year, the brand released a “digital compilation” of the stories (along with making a $1.4M donation to the USO). The strategy certainly worked and positively impacted the brand’s sales.
This campaign brought Jeep’s sales to an all-time high. Jeep accomplished the ultimate goal of rocketing its sales by promoting the campaign across all its platforms, and telling its story to its buyers.
No doubt Jeep fans got excited to share their Jeep stories so all their friends can live vicariously through them and maybe envy their experience!
FCA India’s iconic SUV brand Jeep was also unveiled in a new integrated campaign, ‘This Is It. The campaign, Jeep Compass – This Is It, was conceptualised and created by Leo Burnett India. The campaign fits the brand’s values and philosophy and makes it inspiring for the Indian consumer.
The film positioned the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets, and most importantly, safety. The car ticks all the checkboxes with its dual-pane panoramic sunroof, automatic bi-xenon headlamps, the 21.3cm (8.4) Uconnect System, and 8-way power seats for the driver and six airbags for the front as well as rear passengers.
Social Media Marketing
Jeep very smartly markets its brand across all platforms of digital marketing and attracts a wide audience of consumers. Jeep’s website is very accessible, user-friendly and attracts and meets the standards and requirements of any brand. Jeep spreads its budget across all platforms for maximum exposure. Jeep uses Instagram, Facebook, Twitter, and their website to target and attracts potential consumers.
Jeep’s Instagram account targets potential consumers who are looking to purchase one of their vehicles and establish brand loyalty and reputation. The daily post is a picture of one of their vehicles with attractive graphics. Jeep does not change its style of marketing much because its method is not broken, so they do not feel inclined to fix anything.
Jeep’s Twitter and Facebook are similar to their Instagram account. All three accounts pretty much relate to each other and tell the same story to their followers.
Jeep thinks of its consumer’s families, and that is how they build consumer loyalty. Jeep also loves getting the consumer involved with their marketing to connect with their consumers.
Jeep is a prestigious brand that is recognized by a large demographic. They market their brand effortlessly and it works well for them.
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that https://www.jeep.com/ it has 14609 organic keywords and it’s considered amazing. That means the digital marketing of Jeep is gaining an excellent number of insights.
Also, the traffic per month is around 340,000+ which is commendable. Hence, Jeep is in a good position in respect of SEO strategies and should keep working hard like this to keep the brand soaring in the Google organic SERP results.
In the last few years, Jeep has been involved in creating a series of digital PR campaigns for the promotional launch of new Jeep models involving numerous influencers who have had the opportunity to participate in special events in suggestive locations.
To increase awareness around the launch of the new Jeep Compass model at the Geneva Motor Show, the internationally renowned talent Ben Collins told his followers about the characteristics of the brand’s machines.
In talking about the e-commerce strategies Jeep has its website from where information about the ongoing models is given. One can even book a test drive for their ongoing models using the website
Jeep app refines the automotive experience for customers. It offers complete ease in getting any help or data you want for your Jeep vehicles. With the usefulness to book arrangements at the closest Jeep, you can likewise monitor your vehicle’s Jeep Insurance strategy, deal with your compensations under the Jeep loyalty program, screen your vehicle’s servicing schedule, and many more.
This ends with an elaborative marketing strategy of Jeep. Let us conclude our learning below from the marketing strategy of Jeep.
Conclusion – What’s Unique about JEEP?
Jeep has created a wild type of car and portrayed a specific image in the customer’s mind. In addition, the jeep knows how to target people’s needs and capture plenty of zealots’ hearts and win their loyalty. Apart from that, they have smartly decoded their customer’s decision-making process. These are the true secrets of why the jeep can be the jeep!
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Jeep has given you a good insight into the company’s marketing strategies.
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