Uploaded on

 

More in: Automotive
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
620
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
19
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Kate Cunningham, Tim Graves, Madison Motley
    Suzuki
  • 2. Meet the Suzukis
  • 3. Building Foundations
    • Fairly young (35)
    • 4. Just married, starting a family
    • 5. New awareness of a safety need
    • 6. No brand loyalty
    • 7. Worried about losing appearance in order to ensure safety.
    Sea Legs
    • Youngest age group (25)
    • 8. Fresh out of college, young professional
    • 9. First personal car purchase
    • 10. No brand loyalty
    • 11. Worried about appearance
    Consumer Profile
    Demographics
    Adults male & female, age 25-54, graduated high school + and currently employed according Simmons & MRI+.
    Sensibly Sporty
    • Middle to older age group (50)
    • 12. Purchasing power within the household
    • 13. Ready to treat herself
    • 14. Wants sporty and fun appearance
    • 15. Knows nothing about mechanics or the automotive industry
    Empty Nesters
    • Oldest age group (54)
    • 16. Children are grown
    • 17. Financially stable
    • 18. Open to adventure and traveling
    • 19. Looking for good deal
  • CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 20. Objective
    To establish Suzuki as a well made, quality automobile brand.
    Suzuki motorcycle brand is recalled as a high quality product.
    When asked what word or image comes to mind when you hear the word Suzuki, 44% said motorcycle.
  • 21. CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 22. COMPETITORS’ STRENGTHS
    Hyundai
    Strong Advertisements
    Assurance Plan
    High Style for Low Price
    Kia
    U.S. Assembling
    Cutting Edge Style
    “One Less Bump in the Road”
    Blake Griffin Dunk Contest Endorsement
  • 23. Perceptual Map
  • 24. “value-packed”
    High Quality
    Superior Mechanics
    Advanced Technology
    Accessories
    Appearance
    Reasonable Price
    Most notable trait
    Customers number one purchase motivating factor
  • 25. CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 26. Insight
    These consumers are searching for the sweet spot where affordability and quality intersect.
    “People come to me because they want the best car with the best features available for a low-end price. They want to get the most out of their money.” –Kia Sales Manager
    “Honda isn’t more expensive than anything else but their reputation makes it seem like they are.” –Honda Sales Manager
  • 27. CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 28. BACK TO BASICS
    MichioSuzuki, the founder of the Suzuki firm, had a goal to build inexpensive yet reliable transportation.
    This tradition has developed into Suzuki’s idea of a “value-packed product” that meets the consumers’ needs at a reasonable price.
    “…the trust of the shop owners who sold his firm's vehicles and of the people who bought them were the inspiration for his firm's commitment to build "value-packed products" that met customer's needs at a reasonable price.” --Jitsujiro Suzuki
  • 29. CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 30. TONE
    The tone of the advertising is practical, sporty and dependable.
  • 31. CREATIVE BRIEF
    Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54.
     
    Objective: To establish Suzuki as a well made, quality automobile brand.
     
    Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price.
    Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect.
     
    Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality.
     
    Considerations: These practical consumers are also concerned with safety and fuel economy.
     
    Tone: The tone of the advertising is practical, sporty and dependable.
  • 32. We Are Suzuki