Your SlideShare is downloading. ×
Geospatial marketing elements of Outlander Sport Launch
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Geospatial marketing elements of Outlander Sport Launch

2,035
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,035
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
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. C0
  • 2. C0
  • 3. C0
  • 4. C0
  • 5. C0
  • 6. C0
  • 7. Outlander Sport Launch
    Mitsubishi Motors North America, Inc.
    David Puell – VP, Analytics
    Josh Sznaider – VP, Marketing
    Pei-Chen Yang – VP, Corporate Strategy
    C0
  • 8. 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
  • 9. 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.
  • 10. Product Features
  • 11. Goals & Objectives
    Non-Financial
    • Introduce the Outlander Sport to consumers in the Inland Empire and drive traffic to our three dealerships
    • 12. Increase brand awareness throughout our launch campaign for both the Outlander Sport and the Mitsubishi brand
    Financial
    • Increase market share in the CUV segment from 1.2% to 2.0% by 2015
  • SWOT Analysis
  • 13. Industry Analysis
    The market doesn’t get fully back on track until 2012
    Source: Global Insight
  • 14. Competitor Analysis
  • 15. Target Market
    Tapestry Segmentation
    BAO – who to target?
    42
    57/43
    $70k
    59%
    Median Age
    Gender % (M/F)
    HH Income
    Married
    Top Purchase Reasons
  • 16. Industrious Urban Fringe
  • 17. Urban Villages
  • 18. Market Potential - SUV
  • 19. Marketing Strategy
    • Social media inclusion
    • 20. ‘Mitsuville’onlinesim
    • 21. Contest element
    • 22. Hispanic TV/Radio
    • 23. Univision
    • 24. Direct Mail
    MitsuVille
    You’re in the Driver’s seat!
  • 25. Place
  • 26. Drive Time
  • 27. Marketing Budget
    Estimated to launch a new product budget : $ 50,000
    Estimated cost – Actual Cost = Unused Budget = $7,700
  • 28. Measurement of Results
    Pre & Post Campaign Brand Awareness Survey
    Direct Mail Response Rate
    Expect 3%
    Web Traffic
    Market Share
    Source: Polk Vehicle Registrations
  • 29. Campaign Timeline
    Integrated Marketing
    Market Testing
    Outlander Sport launch
    Multichannel marketing program
    • Facebook
    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