Kate Cunningham, Tim Graves, Madison Motley<br />Suzuki<br />
Meet the Suzukis<br />
Building Foundations<br /><ul><li>Fairly young (35)
Just married, starting a family
New awareness of a safety need
No brand loyalty
Worried about losing appearance in order to ensure safety. </li></ul>Sea Legs<br /><ul><li>Youngest age group (25)
Fresh out of college, young professional
First personal car purchase
No brand loyalty
Worried about appearance </li></ul>Consumer Profile<br />Demographics <br />Adults male & female, age 25-54, graduated hig...
Purchasing power within the household
Ready to treat herself
Wants sporty and fun appearance
Knows nothing about mechanics or the automotive industry</li></ul>Empty Nesters<br /><ul><li>Oldest age group (54)
Children are grown
Financially stable
Upcoming SlideShare
Loading in...5
×

Suzuki

967

Published on

Published in: Automotive
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
967
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Suzuki

  1. 1. Kate Cunningham, Tim Graves, Madison Motley<br />Suzuki<br />
  2. 2. Meet the Suzukis<br />
  3. 3. Building Foundations<br /><ul><li>Fairly young (35)
  4. 4. Just married, starting a family
  5. 5. New awareness of a safety need
  6. 6. No brand loyalty
  7. 7. Worried about losing appearance in order to ensure safety. </li></ul>Sea Legs<br /><ul><li>Youngest age group (25)
  8. 8. Fresh out of college, young professional
  9. 9. First personal car purchase
  10. 10. No brand loyalty
  11. 11. Worried about appearance </li></ul>Consumer Profile<br />Demographics <br />Adults male & female, age 25-54, graduated high school + and currently employed according Simmons & MRI+.<br />Sensibly Sporty<br /><ul><li>Middle to older age group (50)
  12. 12. Purchasing power within the household
  13. 13. Ready to treat herself
  14. 14. Wants sporty and fun appearance
  15. 15. Knows nothing about mechanics or the automotive industry</li></ul>Empty Nesters<br /><ul><li>Oldest age group (54)
  16. 16. Children are grown
  17. 17. Financially stable
  18. 18. Open to adventure and traveling
  19. 19. Looking for good deal </li></li></ul><li>CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  20. 20. Objective<br />To establish Suzuki as a well made, quality automobile brand.<br />Suzuki motorcycle brand is recalled as a high quality product.<br />When asked what word or image comes to mind when you hear the word Suzuki, 44% said motorcycle. <br />
  21. 21. CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  22. 22. COMPETITORS’ STRENGTHS<br />Hyundai<br />Strong Advertisements<br />Assurance Plan<br />High Style for Low Price<br />Kia<br />U.S. Assembling<br />Cutting Edge Style<br />“One Less Bump in the Road”<br />Blake Griffin Dunk Contest Endorsement<br />
  23. 23. Perceptual Map<br />
  24. 24. “value-packed” <br />High Quality<br />Superior Mechanics<br />Advanced Technology<br />Accessories<br />Appearance<br />Reasonable Price<br />Most notable trait<br />Customers number one purchase motivating factor<br />
  25. 25. CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  26. 26. Insight<br />These consumers are searching for the sweet spot where affordability and quality intersect. <br />“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<br />“Honda isn’t more expensive than anything else but their reputation makes it seem like they are.” –Honda Sales Manager<br />
  27. 27. CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  28. 28. BACK TO BASICS<br />MichioSuzuki, the founder of the Suzuki firm, had a goal to build inexpensive yet reliable transportation. <br />This tradition has developed into Suzuki’s idea of a “value-packed product” that meets the consumers’ needs at a reasonable price. <br />“…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 <br />
  29. 29. CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  30. 30. TONE<br />The tone of the advertising is practical, sporty and dependable.<br />
  31. 31. CREATIVE BRIEF<br />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. <br /> <br />Objective: To establish Suzuki as a well made, quality automobile brand. <br /> <br />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. <br />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.<br /> <br />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. <br /> <br />Considerations: These practical consumers are also concerned with safety and fuel economy.<br /> <br />Tone: The tone of the advertising is practical, sporty and dependable.<br />
  32. 32. We Are Suzuki<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×