Outlander Sport Launch Mitsubishi Motors North America, Inc. David Puell – VP, Analytics Josh Sznaider – VP, Marketing Pei-Chen Yang – VP, Corporate Strategy C0
Introduction 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
Product 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.
Marketing Budget Estimated to launch a new product budget : $ 50,000 Estimated cost – Actual Cost = Unused Budget = $7,700
Measurement of Results Pre & Post Campaign Brand Awareness Survey Direct Mail Response Rate Expect 3% Web Traffic Market Share Source: Polk Vehicle Registrations
Campaign Timeline Integrated Marketing Market Testing Outlander Sport launch Multichannel marketing program
Mitsuville Game - Microsite Advertising&Promotion - Radio - Television - Internet - Direct mail - Publicity Ongoing marketing channels - Online Marketing - Direct marketing Nov. 2010 Pre-Launch Dec. 2010 Launch Dec. 2010 -Feb. 2011