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Can the selection of media influence your customer portfolio? (Irena Kocjan Goodyear Dunlop Sava Tires)
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Can the selection of media influence your customer portfolio? (Irena Kocjan Goodyear Dunlop Sava Tires)

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Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand …

Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand rejuvenation? Media selection? Redefinition of key touch points? Clear differentiation in communication? Find out, how Sava, leading budget brand in Goodyear's brand portfolio is successfully targeting new customers in a modern and effective way.


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  • 1. Can the selection of media influence your customer portfolio? Irena Kocjan
  • 2. 1GOODYEAR BRAND PORTFOLIO Premium Value / Budget
  • 3. WHO ARE SAVA BUYERS?
  • 4. SAVA BRAND REPOSITIONING Media Communication Touch points“ I don’t want 500 TV channels. I just want the one channel that gives me what I want to see.” Nicholas Negroponte, Media Lab
  • 5. GENERATION Y
  • 6. Mates on a MissionEuropean Facebook ProjectPilot countries : CZ, RO, SER, DE
  • 7. B2B B2C
  • 8. WHO ARE THEY? Two guys with one mission: MAKE THE WORLD A MORE FUN PLACE !!!“ Humor can break up log-jams in both personal relationships and in business.” Kevin Roberts, Saatchi & Satchi
  • 9. ACTIVATION : TRAFIC, PRESS, TRADE•  Natural viral effect –  Videos (Facebook, Youtube) –  Offer content that is appealing to target group•  Viral seeding –  GoViral campaign•  Facebook –  Contests with FUN! as common theme –  Engagement –  Car give-away –  FaceBook advertising•  PR activities –  Press kit –  PR stories and cooperation with target magazines and on line
  • 10. SOME NUMBERSFACEBOOK Number of likes (15.8. – 19.11.2012) –  Serbia ..................... 11 409 –  Romania ................. 7 634 –  Czech Republic ...... 7 482 –  Germany ................. 1 919
  • 11. VIRALS
  • 12. Human beings are powered by emotion, not by reason. ? How do you create positive emotions – intimacy, without being invasive or insincere? BE PASSIONATE INVOLVE CUSTOMERS CELEBRATE LOYALTY FIND, TELL & RETELL STORIES ACCEPT RESPONSIBILITY