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Bbb Unit2 Marketing Plan Exemplar

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Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special …

Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members.

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  • 1. The Best Things In Life Come In Small Packages The Fun is Just Getting Started...
  • 2. Presented To You By: Kristen Sperduti Stephanie Pellegrini Shane Schofield Polina Makk Kibum Bang Russell Kovshoff
  • 3. Agenda: Marketing Plan PEST- outside factors / marketing environment SWOT- competition & pricing SWOT- product positioning Consumer Profile Promotional / Advertising strategy
  • 4. THE MARKETING PLAN By: Polina Makk
  • 5. THE MARKETING PLAN Problem Statement:
    • American economy is in a recession
    • Population is focused on basic survival needs
    • Our demographic want money to spend on other luxuries
    • There are many hybrids and fuel efficient cars that compete with the Smart car
    • The car will need to differentiate itself
    • No direct competition
  • 6. THE MARKETING PLAN Problem Statement Cont’d
    • Doesn’t work well in extreme weather
    • the USA lifestyle doesn’t accept it since large pick up trucks and SUV’s are popular
    • Warm, southern states
    • All the features and the prestige that come along with the low price tag
  • 7. THE MARKETING PLAN Goals:
    • The specific goal we want to achieve is to:
    • Sell 20,000 Smart cars
    • If the goal is met by the end of the year = successful marketing strategy
    • If the goal is not met = strategy needs re-evaluation.
    • Over 10,000 cars sold in Canada since 2004
    • Over 30,000 orders have been made to date
    • Cars will find popularity in USA, environment and economic issues solved
  • 8. THE MARKETING PLAN Marketing and Advertising Roll-out Timeline: YEAR 2010 January- March 2010: Events and car shows, along with test drives and raffles April-May: Celebrity endorsements (paparazzi) Oprah, Ellen and Wheel of Fortune Sports games June- July: Forbes and Time Celebrities The news will feature Smart car commercials August: Product is released!!
  • 9. Measures of Success:
    • Bring awareness to product before it’s sold
    • All Americans can recognize the Smart car
    • Mercedes-Benz is behind Smart
    • Cars are very easily identified
    • Consumers need to be informed and educated
    • By August, goal is 4,500 pre-orders
    THE MARKETING PLAN
  • 10. PEST - OUTSIDE FACTORS / MARKETING ENVIRONMENT By: Shane Schofield
  • 11. MARKETING ENVIRONMENT USA vs. Europe
    • The USA and Europe are different creating two separate markets
    • In America – importance on material wealth, and status symbols
      • Increasing sales of SUVs and light trucks
    • Role of American media – more you consume, the happier you will be
  • 12. USA vs. Europe Cont’d
    • Europeans focus more on food, clothing, enjoying life; NOT buying big vehicles
    • European culture more accepting of micro-compact cars
    • Smart USA will evolve the American car market
    MARKETING ENVIRONMENT
  • 13. Social Considerations
    • Why would families purchase such a small car?
    • Attitudes towards micro-compact cars
    • Can the Smart manage everyday activities?
    • Is the population willing to change their consumer attitude and behaviors?
    • If Smart does not incorporate the latest technology why would I invest in one?
    MARKETING ENVIRONMENT
  • 14. Cultural Differences
    • Smart’s marketing will get around any cultural differences
    • Can’t change the culture, and product already manufactured = change the features advertised
    • Different markets CAN find the Smart appealing
      • In USA – explain benefits of a micro-compact, give Smart celebrity status
    • Cultural differences may not let Smart speak for itself, therefore marketing will associate familiar images
    MARKETING ENVIRONMENT
  • 15. Opportunities & Trends
    • US economy – all effects of a recession are present
      • Unemployment, losing homes, stock market crashed, savings lost, interest rates low
    • Smart will sell cars where other manufacturers cannot
    • No better time for Smart to capitalize
      • Offers an economically sound choice that maintains style
    • Trends - SUVs and light trucks are top sellers but times are changing
        • - Foreign car manufacturers outsell those made domestically; Smart fits – backed by German company, and produced in France
    MARKETING ENVIRONMENT
  • 16. Product Lifecycle
    • Introduced in USA in early 2008 – Introduction phase
    • Smart is being promoted to create awareness
    • Few competitors
    • Emphasize the great features that are selling points
    • Inform the public, but keep the target market in mind
    MARKETING ENVIRONMENT
  • 17. SWOT - COMPETITION & PRICING By: Kibum Bang
  • 18. COMPETITION & PRICING Vehicle Positioning
    • “ All New Micro-car Segment”
      • Never existed in North America until Smart
        • No direct competition
          • Chance of Price Skimming
  • 19. COMPETITION & PRICING Pricing Smart
    • Approx. Selling Price :
    • Around $12,000
      • Small Car
        • No need for a BIG ENGINE
        • Less materials used
      • Expensive?
        • Unique Styling
        • Less Fuel Consumption
        • Safety
        • Still from Mercedes-Benz!
  • 20. COMPETITION & PRICING Alternative Vehicles
    • Dodge Caliber ($15,862)
    • Ford Fiesta (avail. in 2010, around $12,000 est.)
    • Ford Focus ($14,995)
    • Volvo C30 ($23,800)
    • Chevrolet Aveo (same as Pontiac G3 Wave, $12,625)
    • Saturn Astra ($16,495)
    • Audi A3 ($26,920)
    • Honda Fit ($14,750)
    • Hyundai Accent ($9,970)
    All prices are MSRP in USD
  • 21. COMPETITION & PRICING Alternative Vehicles Cont’d All prices are MSRP in USD
    • Kia Rio ($12, 145)
    • Mazda Mazda3 ($15,360)
    • Nissan Versa ($9,990)
    • Scion xD ($15,320)
    • Subaru Impreza ($17,495)
    • Suzuki SX4 ($13,299)
    • Toyota Yaris ($12,205)
    • Volkswagen Rabbit ($16,300)
    • VW New Beetle ($18,290)
  • 22. SWOT - PRODUCT POSITIONING By: Kristen Sperduti & Stephanie Pellegrini
  • 23. PRODUCT POSITIONING Features
    • Performance:
    • Engine
      • 3-cylinder
      • All aluminum design
      • Impressive technical data
      • 12-valve engine
      • 999 cc
      • 70 hp, at 5,800 rpm
  • 24. PRODUCT POSITIONING Features Cont’d
    • Transmission
    • 5-speed automatic
    • Manual shift mode
    • Steering wheel gearshift (shift paddles)
    • Gearshift lever
    • Technical Data
    • Max speed: 145 km/h
    • Acceleration 0-100km/h: 13.3sec
    • Fuel economy:
        • City estimate: 5.9l/100km
        • Highway estimate: 4.8l/100km
        • Combined estimate: 5.4l/100km
  • 25. PRODUCT POSITIONING Features Cont’d
    • Length: 2.695m
    • Width: 1.559m
    • Height: 1.542m
    • Turning Circle: 8.75m
    • Permissible total weight: 1,050 kg
    • Fuel tank capacity: 33 litres (5-litre reserve)
    • Safety
    • Active Safety: electronic stability program
    • esp® , anti-lock breaking system
  • 26. PRODUCT POSITIONING Features Cont’d
    • Passive Safety: Tridion safety cell, crash
    • boxes, sandwich-type construction, airbags
    • Convenience:
    • Drive-lock function
    • Automatic hill start assist
    • Adjustable fold-down passenger seat backrest
  • 27. PRODUCT POSITIONING Innovations and Differences
    • Unique new car design
      • Smart Product Concept
    • New distribution concept
      • Smart Distribution Concept
    • Inexpensive to run/maintain
    • City Driving: 46.3 mpg
    • Highway Driving: 69.8 mpg
    • Compact size
  • 28. PRODUCT POSITIONING Branding the Smart
    • This is what we want Smart to mean to our consumers:
    • Reliable
    • Trustworthy
    • A quality car
    • Unlike any other car in the market
    • Ideal car for couples
        • Whose children have moved out
        • Are looking to save money for after retirement
        • Want to travel the world
        • Want to spend money on their own personal enjoyment
    • Smart gets the benefit of being backed by the prestige of
    • Mercedes, but still has its own identity and image
  • 29. PRODUCT POSITIONING The Smart Image
    • Why Smart is Better Than The Rest:
    • A car that is more than rational
    • Head-turning
    • Unique
    • Stylish, cool, enticing
    • Economical, loaded with safety features, environmentally friendly
    • A lifestyle car
    • Shows individuality
  • 30. PRODUCT POSITIONING The Smart Image Cont’d
    • How we will communicate the image:
    • What we advertise in, represents the image of the smart car
    • Advertisements appeal to the target market
    • Using an offensive method to differentiate the smart car from its competition
    • By focusing on the car’s strengths
      • Gas mileage
      • Unique design
      • Compact size
  • 31. PRODUCT POSITIONING Smart Car Critics
    • Safety
    • Is the Smart Car really safe on roads in the US?
    • Compared to other compact vehicles on the road, the Smart Car has extremely high safety rating
      • Tridion safety cell
    • Price
    • The Smart Car is relatively expensive compared to other compact vehicles, why would I choose it over the competition?
    • The Smart Car not only offers exceptional gas mileage, its unique design differentiates it from all other competition.
      • Head-turning
      • Backed by Mercedes
  • 32. PRODUCT POSITIONING Positioning Graph Uniqueness Fuel Economy Legend 1.Smart Car 2.Toyota Yaris 3.Honda Fit 4.Volvo c30 5.Subaru Impreza 6.Ford Focus 7.Kia Rio 1. 2. 3. 4. 5. 6. 7.
  • 33. CONSUMER PROFILE By: Russell Kovshoff
  • 34. CONSUMER PROFILE
    • Quantcast poll of smart car demographics show:
    • Married couples mid 50’s
    • No Kids At Home
    Smart Car Demographics
  • 35. CONSUMER PROFILE Demographics Cont’d
    • $60,000- $100,000 salary
    • No post secondary education
  • 36. CONSUMER PROFILE
    • The baby boomers and older generations
    • Characteristic of Our Target Market would be:
    • 50 years old or older
    • Retired or Retiring
    Who is are target?
  • 37. CONSUMER PROFILE
    • Older aged people seeking more financial freedom
    • Extra cash for seeing the world (vacations)
    • Stress-free and relaxing setting
    • Reliability
    • Saving money at the pumps
    • A low priced luxury vehicle
    Needs and Wants
  • 38.
    • Extremely essential to brand and sell in Urban Centres
    • High Populated regions and locations will be essential to bringing Smart sales
    • Research has been done and proves that Smart Cars would be successful In Urban regions that contains a high population
    • These regions need to be highly populated because then there is an expandable market for us at Smart to play with
    • Eastern Atlantic seaboard, the southern states and warm climate areas
    • All regions with an older demographic- retirees or people getting ready for retirement
    CONSUMER PROFILE Region and Location
  • 39. Locations:
  • 40. Who is Buying Smart Cars? Why Are They Buying Smart?
    • Roughly we see that the people buying Smart Car’s live in areas that have a high population and Urban centres
    • The major characteristics of buyer of smart cars consists of:
    • Older married couples
    • 50 years old or older
    • No Kids at home / No kids
    • Retirees or people getting ready for retirement
    • Salary ranging from $60,000 to $100,000
    • Multicultural customer base
    • No post secondary education
    CONSUMER PROFILE
  • 41. Who and Why Cont’d
    • These kinds of people are buying this car because:
    • It is small, eco-friendly
    • Improved tremendously with cutting c02 emissions by 9% and the fuel economy 29% better.
    • Extra money in there pocket for the future travel and activities to see the world
    • Reliable, safe way to get around hassle free
    • Mercedes Benz service.
    • Made with high quality
    CONSUMER PROFILE
  • 42. Customer Needs CONSUMER PROFILE
    • Reliable investment
    • Less stress
    • More enjoyment of life
    • More time for personal enjoyment
    • Save money for extra cash in pocket
    • High mileage with less visits to pumps
    • Low cost fill ups (Smart Cars $30.00 that’s it!)
    • More cash= more time for leisure = in less stress and personal enjoyment
    • Handling – Power steering
    • Transmission - Manual/Automatic
    • Tektronix shifting/ paddle shifting
    • AC/Heater- Climate control
    • Great fuel economy
    • Bike Racks
    • Convertible
    • Radio AM/FM CD/Mp3 Aux Jack
    • Leather Seats/ Cloth Seats
    • Power Windows and Locks
    • Heated Seats
  • 43. The Buying Process CONSUMER PROFILE
    • Need Recognition and Problem Awareness:
    • They need a car that is inexpensive to manage and will fit their lifestyle, but will keep a stylish image
    • There is no car on the market that fully achieves this need, so it’s Smart’s opportunity to move in
    • Information Search:
    • The consumers will be able to visit dealerships and websites to find out more about the car that they desire
  • 44. The Buying Process Cont’d CONSUMER PROFILE
    • Evaluation of Alternatives:
    • Consumers will now be able weigh the pros and cons of each alternative
    • The features and gas efficiency will be considered when choosing the specific model
    • Purchase:
    • The actual decision is made and the consumers buy the Smart car!
    • Post- Purchase Evaluation:
    • The car is reviewed and the gas efficiency comes into play as people save money
    • The features are up to their expectations and they enjoy the car!
  • 45. Promotional Stress Points CONSUMER PROFILE
    • A Smart investment heading into retirement
    • Compact – Easy to handle and park
    • Reliable – A solid fuel economy that will leave heading to
    • the pumps much less for less
    • Quality- Made by Mercedes Benz small luxury at its finest
    • Stylish- The Smart Car is unique itself with high quality interior and exterior this car is an eye catcher!
    • Versatile- Smooth highway travel to cruising the city streets and getting an easy parking spot
    • Eco-movement- Eco-friendly technology to help reduce c02 emissions
  • 46. PROMOTIONAL / ADVERTISING STRATEGY Group Part
  • 47. How our plan will leave a lasting impression
    • The car sells itself by its unique presence and different approach
    • Increase awareness by adhering to our marketing plan and using effective promotional techniques
    • Increase sales by convincing the target market that this car is crucial to their lifestyle
    • If they want these specific features, they must buy a smart car because it stands alone in the market
  • 48. How our plan will embrace the opportunities of the marketplace
    • SITUATION:
    • The American economy is in a recession, meaning that people are not willing to spend large amounts of money on over-priced large vehicles
    • SOLUTION:
    • The Smart car is inexpensive to run because of its fuel efficiency and low maintenance costs
  • 49. How our plan addresses the problems and focus on the strengths of the vehicle
    • Problems:
    • consumers may say that the price of the car is too high for the size
    • the smart car is not as safe in comparison to other vehicles on the road
  • 50. Addressing Problems and Focusing on Strengths Cont’d
    • Addressing Problems:
    • although the price is higher
      • it has the prestige of being backed by Mercedes
      • it is uniquely designed and of the utmost quality
      • quality not quantity
    • reassuring the consumers that in comparison to other small vehicles, the smart car is very safe
      • front impact crash rating is 4 stars
      • drivers side impact crash rating is 5 stars
      • (rated by Insurance Institute for Highway Safety)
    • strengths of the vehicle are its compact size, the gas efficiency, its unique style
    • advertising focuses on those main points, as they will appeal to our key demographic market
  • 51. Decentralized Strategy
    • Decentralized Strategy  we have a specific demographic target market
    • People age 50+
      • Who are approaching retirement and want to cut their costs and save money for personal enjoyment and leisure activities
      • Whose children have moved out of their household
      • Who are interested in traveling and adventuring
      • Who have worked their whole life and want time to spend on the road for their personal enjoyment
      • They want something unique and stylish that will fit their lifestyle
  • 52. Pull Strategy
    • Targets the consumer directly
    • Advertising and promotional efforts try to convince consumers that they need a product
    • Trying to build a demand for the product
    • Want to “pull” consumers into stores to look for the brand
  • 53. Where and How Will Smarts Be Sold?
    • Penske Automotive Group, Inc. is the sole distributor
    • 74 smart dealerships across the US
    • Examples:
      • Smart Centre, Beverly Hills
      • Smart Centre, Jacksonville
      • Smart Centre, Palm Beach
    • Financing or leasing
  • 54. Product Lifecycle
    • the product is promoted to create awareness
    • product has few competitors
    • skimming price strategy
  • 55. Web Presence
    • www.smartusa.com
    • Link from this website titled ‘Year of Living Smart’
      • www.smartusa.com/yearoflivingsmart
    • Website appealing to target market
    • Website tagline: With age comes wisdom, BUY SMART
    • If you order your smart online, you have the chance to win a free time share in Florida
  • 56. Newspaper Print smart fortwo coupe Starting at $14,990 smart fortwo cabriolet Starting at $21,250 BRABUS coupe Starting at $21,900 BRABUS cabriolet Starting at $24,900 The best things in life come in small packages
  • 57. Magazine Print The Fun is Just Getting Started...
  • 58. Guerilla Tactics
    • Race across the US to Florida
    • Smart stacks
    • Smarts at golf courses
    • Smarts landing in a town near you (parachutes)
  • 59. Story Board
  • 60.  
  • 61.  
  • 62.  
  • 63.  
  • 64.  
  • 65. The best things in life come in small packages...
  • 66.  
  • 67.  
  • 68.  
  • 69. The fun is just getting started
  • 70. Leaving a Lasting Impression
    • Problem:
    • US economy is in a recession
    • People in our demographic want more money to spend on other luxuries instead of buying new and expensive cars
    • Solution:
    • The Smart car is inexpensive to run because of its fuel efficiency and low maintenance costs thus allowing people to save money for personal enjoyment
    • Goal:
    • Sell 20,000 smart cars in the US in the year 2010
    • Opportunities:
    • During the recession, Smart Car offers an economically sound choice that maintains style
  • 71. Lasting Impression Cont’d
    • What makes it better than the competition:
    • Unique car design
    • Compact size
    • Inexpensive to run and maintain
    • Prestige of being backed by Mercedes
    • Branding:
    • Quality car, unlike any other in the market
    • A lifestyle car, shows individuality
    • Target Market:
    • Older married couples 50+ years old
    • No kids at home
    • Retirees / people close to retirement
    • Looking to save money on gas
  • 72. Lasting Impression Cont’d
    • Promotions / Marketing:
    • Car shows
    • Test drives
    • Raffles
    • Giveaways
    • Time share contests
    • Ads in newspapers, magazines, television
  • 73. The Best Things In Life Come In Small Packages The Fun is Just Getting Started... THANK YOU