Jeep Cherokee: The UK Launch

Launch of Jeep Cherokee into the UK 4x4 market. Major competitor was the well established Range Rover and Discovery. ). TV was ruled out as too broad to reach the target market. Instead, colour supplements, weekly, monthly and specialist magazines and posters were selected. Results: very successful ? above target sales, improvement in share, gaining sales from main competitors. New market niche created. Value for money and a good distribution network were factors to success. Also, there was a correlation between purchase and coupon response (15% of sales in first 9 months)