Geospatial marketing elements of Outlander Sport Launch

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Geospatial marketing elements of Outlander Sport Launch

  1. 1. C0<br />
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  7. 7. Outlander Sport Launch<br />Mitsubishi Motors North America, Inc.<br />David Puell – VP, Analytics<br />Josh Sznaider – VP, Marketing<br />Pei-Chen Yang – VP, Corporate Strategy<br />C0<br />
  8. 8. Introduction<br />Mitsubishi Motors North America, Inc. is responsible for manufacturing, distribution, and marketing of Mitsubishi brand vehicles through a network of hundreds of dealers throughout the United States<br />
  9. 9. Product<br />The all-new Outlander Sport is a Compact Cross-Over Utility Vehicle (CUV) designed specifically for people who are looking for technology, performance, beautiful aerodynamics, and fuel-efficiency for a good value.<br />
  10. 10. Product Features<br />
  11. 11. Goals & Objectives<br />Non-Financial<br /><ul><li>Introduce the Outlander Sport to consumers in the Inland Empire and drive traffic to our three dealerships
  12. 12. Increase brand awareness throughout our launch campaign for both the Outlander Sport and the Mitsubishi brand</li></ul>Financial<br /><ul><li>Increase market share in the CUV segment from 1.2% to 2.0% by 2015</li></li></ul><li>SWOT Analysis<br />
  13. 13. Industry Analysis<br />The market doesn’t get fully back on track until 2012<br />Source: Global Insight<br />
  14. 14. Competitor Analysis<br />
  15. 15. Target Market<br />Tapestry Segmentation<br /> BAO – who to target?<br />42<br />57/43<br />$70k<br /> 59%<br />Median Age<br />Gender % (M/F)<br />HH Income<br />Married<br />Top Purchase Reasons <br />
  16. 16. Industrious Urban Fringe<br />
  17. 17. Urban Villages<br />
  18. 18. Market Potential - SUV<br />
  19. 19. Marketing Strategy<br /><ul><li> Social media inclusion
  20. 20. ‘Mitsuville’onlinesim
  21. 21. Contest element
  22. 22. Hispanic TV/Radio
  23. 23. Univision
  24. 24. Direct Mail</li></ul>MitsuVille<br />You’re in the Driver’s seat!<br />
  25. 25. Place<br />
  26. 26. Drive Time<br />
  27. 27. Marketing Budget<br />Estimated to launch a new product budget : $ 50,000<br />Estimated cost – Actual Cost = Unused Budget = $7,700<br />
  28. 28. Measurement of Results<br />Pre & Post Campaign Brand Awareness Survey<br />Direct Mail Response Rate<br />Expect 3%<br />Web Traffic <br />Market Share<br />Source: Polk Vehicle Registrations<br />
  29. 29. Campaign Timeline<br />Integrated Marketing <br />Market Testing<br />Outlander Sport launch<br />Multichannel marketing program<br /><ul><li>Facebook</li></ul>Mitsuville<br /> Game<br /> - Microsite<br />Advertising&Promotion<br /> - Radio<br />- Television - Internet - Direct mail - Publicity <br />Ongoing marketing channels<br />- Online Marketing<br />- Direct marketing<br />Nov. 2010 Pre-Launch<br />Dec. 2010 Launch<br />Dec. 2010 -Feb. 2011<br />

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