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MINI - IMplan

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Assignment: Develop an IMplan for MINI brand, implementing at least 4 media channels. …

Assignment: Develop an IMplan for MINI brand, implementing at least 4 media channels.
IMC - NYU - SCPS

Published in: Automotive, Sports

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  • 1. OUTBOX Co.Wednesday, September 21, 2011
  • 2. • We develop creative programs OUTBOX Co. based on experiential marketing. • We provide the tools for your brand to deliver the message in a dynamic environment, which is appealing for the right audience • We focus on cultural influences based on the power of WOM. Yuxara Zavan Rocio Ruiz Valentina Dao Pablo Gutfrajnd Kathy Osorio Saze Osayande OUTBOX Co.Wednesday, September 21, 2011
  • 3. • MINI Cooper  brand originally belonged to British Motor Corporation, then became British Leyland • In the 1980’s British Leyland merged to the Rover Group, and later acquired by British Aerospace. • In 1994 Rover Group was acquired by BMW + Their reason? • BMW was looking to broaden its model range with the addition of a compact car and SUVs. • In 1998 they launched the first version of the MINI as a citycar. OUTBOX Co.Wednesday, September 21, 2011
  • 4. “We wanted the first impression when you walk up to the car to be:                           it could only be a MINI” .-  Frank Stephenson   Frank Stephenson’s first generation “MINI-clubman” launched in 1998 OUTBOX Co.Wednesday, September 21, 2011
  • 5. THE U.S.A MARKET • 2002: The MINI Cooper and Cooper S a limited edition MINI Cooper S Sidewalk Convertible. • 2007: MINI introduced an all-new, second generation of the Hardtop/Hatch model based on a re-engineered platform incorporating many stylistic and engineering changes, based on its design, and to be more cost-effective and fuel-efficient. • 2010: MINI Countryman A crossover SUV, features five doors; a longer wheelbase, more interior room, higher ground clearance, and optional all-wheel-drive powertrain. • 2011: MINI Coupé The first two-seater MINI and the first to have a three-box design; the engine compartment, the passenger compartment and the luggage compartments are        all separated. It’s also the fastest. OUTBOX Co.Wednesday, September 21, 2011
  • 6. MINI COUPE 2012 • A sporty, flat coupe silhouette • Longer, higher than the regular than the regular MINI • Roof spoiler and a rear spoiler to optimized airflow at higher speeds which extends automatically at 80 Km/h • Cast in a hybrid steel and SMC resin, 4-cylinder plant engine • More interior space, large boot • Highly customizable • A 6-speed gearbox is offered as standard on all models, and a 6-speed auto is also available. http://www.youtube.com/ watchv=OYwF_9XI_x8&feature=channel_video_title OUTBOX Co.Wednesday, September 21, 2011
  • 7. Sports cars are designed to be driven hard and fast and MINI is considered one of the top inexpensive fuel-efficient thrill ride transportation choices. But still it is perceived as attractive and “hip”, because of it’s reputation. OUTBOX Co.Wednesday, September 21, 2011
  • 8. Wednesday, September 21, 2011
  • 9. MINI COUPE 2012 IMC plan OUTBOX Co.Wednesday, September 21, 2011
  • 10. Objective To increase MINI sales in California state (as a test market) among the urban youth population.  Eventually the campaign will go across other US states. OUTBOX Co.Wednesday, September 21, 2011
  • 11. SWOT STRENGTHS WEAKNESSES • Unique design, highly • Riding quality should be customizable. improved. • Perceived as a stylish, fun car, • Size is a matter for some considered an icon. people. • Eco friendly – fuel efficient • It might be considered as a “toy • MINI owners are loyal, there are car” rather than a luxury car. several associations and clubs across the US. OPPORTUNITIES THREATS • The “green” movement buzz is • Other brands launches eco- a perfect cause for the brand. friendly cars which are less • Convenient size suitable for a expensive. parking spot. • The average tendency is to • Many dealerships in the region, change cars among 3 or 4 specifically located in California. years. OUTBOX Co.Wednesday, September 21, 2011
  • 12. Competition Analysis LUXURY SPORT Audi 3 Fiat 500 PRACTIC AMERICAN SAFE VW Golf - Beetle Dodge Calibeer Volvo C30 OUTBOX Co.Wednesday, September 21, 2011
  • 13. Situation Analysis California chosen due to -high level of disposable income -range of climates -high number of influencers Young adults chosen due to -large population in California and forecasts predicting high growth rates (US Census office) -opportunity to enjoy “first mover advantage” and build lifetime brand loyalty OUTBOX Co.Wednesday, September 21, 2011
  • 14. Target Market Primary market 18- 30 year old male/female Lives in California Actively consumes social media What does our Stylish and keeps up with current affairs target look Likes the arts, sports and community causes like? Still in college or a successful professional OUTBOX Co.Wednesday, September 21, 2011
  • 15. ex.1 Jennifer 21years old Attends college and plays some sport for her school Listens to Coldplay, watches Grey’s Anatomy Likes entertainment, music and fashion Follows MINI on twitter and Facebook “How would a young person be able to afford the MINI at its current price?”. This is where the parents, our secondary target audience, come in OUTBOX Co.Wednesday, September 21, 2011
  • 16. ex.2 Jennifer’s Dad 48 years old Business man Lives in a 4bedroom house Reads the L.A Times Watches Mad Men Likes sports Is a wine connoisseur Interested in buying a car for his daughter OUTBOX Co.Wednesday, September 21, 2011
  • 17. Overall strategy: To create community engagement and leverage influential third-party relationships in the Entertainment Industry positioning the MINI as the ideal eco-friendly car.Wednesday, September 21, 2011
  • 18. TACTICS • TV advertising • Product placement • Sponsorship • Event marketing OUTBOX Co.Wednesday, September 21, 2011
  • 19. 1. TV ad We are going to produce a TV ad to reach our overall audience, the young people and their parents. It’s going to air in January and February On • ESPN • E! entertainment 5 times a day, weekends • abc network 3 times a day, 5 days a week Main message: launch the new MINI COUPE by sending this message: Being green is cool Being cool is great Great things comes in MINI ways OUTBOX Co.Wednesday, September 21, 2011
  • 20. 2. Place the MINI COUPE in a high-rate TV show • By placing MINI in a popular TV series like Californication, it would gain constant exposure to our audience. • It is appropriate for both the primary target audience and the secondary one. • The audience will be measured by the network ratings and also press releases, due to the fact that the show creates buzz by itself. • This will also be followed trough magazines ads launching the car and its features. OUTBOX Co.Wednesday, September 21, 2011
  • 21. 3.Sponsor the Cochella Music • An exclusive “greenMINI VIP lounge” • Celebrity appearances • Product exposure http://www.youtube.com/watch? v=fwPTs29bIoE&feature=fvsr http://www.youtube.com/user/coachella?blend=1&ob=5 OUTBOX Co.Wednesday, September 21, 2011
  • 22. WHY COACHELLA? •COACHELLA TAKES PLACE IN CALIFORNIA AND ATRACTS A YOUNG AUDIENCE. •COACHELLA IS “GREEN” •COACHELLA ATRACTS CELEBRITIES AND OPINION LEADERS •COACHELLA RECEIVES QUALITY AND QUANTITY OF PRESS AND SOCIAL MEDIA COVERAGE. http://www.youtube.com/watch?v=5jSszD3WOSY OUTBOX Co.Wednesday, September 21, 2011
  • 23. GREEN MINI VIP LOUNGE The VIP Lounge is “green” from green MINI’s to eco friendly decorations and products. Specially fresh and cool, a place to chill from the sun & high temperatures. Shaded areas, extra restrooms, couches, picnic tables, food & beverage vendors and bars. We will welcome people with a free drink or beverage. MINIs will be displayed. Flat screens will show MINI videos and advertisement. Information booths. Representatives of the top 10 MINI dealerships will be at the lounge at all times for information and engaging with MINI customers and fans.Wednesday, September 21, 2011
  • 24. WHO’S INVITED TO GREEN MINI VIP LOUNGE? •Celebrities. They will have a personal driver and MINI to get around the festival. •Top 10 dealerships in California. •MINI fan clubs and forums members. •Bloggers •Press Distinctions: Green recyclable wrist band. “carpoolchella" = “MINIpoolchella” OUTBOX Co.Wednesday, September 21, 2011
  • 25. Channels & Measurement • PR • Digital Marketing • WOM • Radio.  Increase of fans on Fb, followers on Tw, “likes” & shares.  Comments on blogs and MINI fan sites and forums.  Clippings in print and TV.  Guests impact OUTBOX Co.Wednesday, September 21, 2011
  • 26. MINI VIP Live broadcast and Celebrity appearances OUTBOX Co.Wednesday, September 21, 2011
  • 27. 4.Event Mkt: GO GREEN GO!!! Road – trips in 5 cities in California, involving Hot- spots. Each RT will be lead by celebs driving their MINI cars. Anyone who owns a MINI can join the caravan by paying a fee, which will be donated to the Climate Protection Organization. OUTBOX Co.Wednesday, September 21, 2011
  • 28. GO GREEN GO!!! CARVAN SAN FRANCISCO DAVID DUCHOVNY LOS ANGELES ROBERT PATTINSON SAN JOSE LADY GAGA SAN DIEGO ANNA LYNNE McCORD LONG BEACH ASHTON KUTCHER OUTBOX Co.Wednesday, September 21, 2011
  • 29. SAN FRANCISCO 1. Zuni Café 2. Pacific Café  3. The House  4. Burma SuperStar 5. Caesars Italian Restaurant OUTBOX Co.Wednesday, September 21, 2011
  • 30. LOS ANGELES 1. Cafe La Boheme 2. Yamashiro 3. The Palm - West Hollywood 4. Spark Woodfire Grill - Studio City 5. Crustacean OUTBOX Co.Wednesday, September 21, 2011
  • 31. SAN JOSE 1. San Jose Institute of Contemporary Art 2. The Tech Museum 3. Rosicrucian Egyptian Museum 4. HP Pavilion 5. Plaza de Cesar Chavez Park OUTBOX Co.Wednesday, September 21, 2011
  • 32. San Diego 1.San Onofre State Beach 2.Oceanside City Beach and Environs 3.Carlsbad State Beach 4.Leucadia 5.Encinitas OUTBOX Co.Wednesday, September 21, 2011
  • 33. LONG BEACH 1. The All American Melodrama Theater and Music Hall 2. Bixby Park 3. Shoreline Village 4. Rancho Los Alamitos 5. Long Beach Museum of Art OUTBOXWednesday, September 21, 2011
  • 34. Wednesday, September 21, 2011
  • 35. Media Planning On-line plan: using the existing MINI on-line community we are designing a contest about the Caravan to invite more MINI owners and fans. California online community – map – 10 social cities in the USA: 1. San Francisco 2. San Jose 9. Los Angeles Through our web site we are going to link the contest with a social media channel: Facebook, the contest will allow people to share their votes on their walls. Every time they summit a vote, it’s going to be shared on their FB wall, and via FB they’ll find a link to vote on the website. People will also be able to upload: 1. Photos 2. Videos OUTBOX Co.Wednesday, September 21, 2011
  • 36. • Facebook: Facebook page with contest’s highlight • Twitter: the purpose is to give highlights of the caravan before and during it. We are going to use hash tags as: #MINI, #MINIGreen,#Green and #Caravan. And links to invite our users to go constantly to our web. We must achieve to have the MINI twitter as a trend every time something important is happening in the Caravan. • You tube: this channel is going to be used for publishing our fans videos and photos after the caravan is finished. • Mobile applications: Google latitudes to give information about the new Caravan information. OUTBOX Co.Wednesday, September 21, 2011
  • 37. Indicators to measure the media-plan: web site users Facebook fans and likes, also participation among the community Twitter followers and hashtags succession You tube entries Nielsen indicators for TV ad OUTBOX Co.Wednesday, September 21, 2011
  • 38. Why does this work? Launch the Experience Highlight Direct Caravan Fan club Social COUPE 2012 MINI the contact with with your activities media TV differential dealers car integration PP features Test-drive Major event OUTBOX Co.Wednesday, September 21, 2011
  • 39. Flight Plan y 12 12 ul 12 12 eb r 20 / J 20 11 be 20 20 -F ne 20 em n ch il Ja Ju pr ar ov A M N Deliver creative for ad and b e g i n production Begin to run ads in TV, Launch the MINI print and e- Caravan event during media the weekends in top California cities P r o d u c t placements in Californication Coachella event TV show sponsorship OUTBOX Co.Wednesday, September 21, 2011
  • 40. Budget Sales 15% Media Events 50% Sponsorship 35% OUTBOX Co.Wednesday, September 21, 2011
  • 41. OUTBOX Co.Wednesday, September 21, 2011
  • 42. resources www.MINIusa.com www.youtube.com www.wikipedia.com www.auto-history.TV/weekly/archives/MINIinamerica/ www.fueleconomy.gov/feg/printGuides.shtml www.yelp.com www.census.gov http://www.msnbc.msn.com/id/42930278/ns/travel-seasonal_travel/t/top-music- festivals/ http://www.ticketliquidator.com/tix/tickets.aspx?evtid=1639203 http://www.rollingstone.com/music/news/why-coachella-sold-out-in-less-than-a- week-20110127 www.coachella.com www.nielsen.com/us US Census and Statistics- http://www.dhcs.ca.gov/dataandstats/statistics/ Documents/3_1_Population_Distribution_Age_Gender.pdf; http://www.census.gov/ population/www/projections/ppl47.html). OUTBOX Co.Wednesday, September 21, 2011

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