Azera Competitive Case Study<br />By Jena Silverman<br />
Agenda <br /><ul><li>Large Car Category Marketplace
Azera’s Competition
Toyota Avalon
Buick Lucerne/LeSabre
Buick LaCrosse
Competitor’s Launch Overview
Launch/Redesign
Spending and Sales
Media Mix
TV, Print and OOH
Creative
Executive Summary</li></li></ul><li>Large Car Category Marketplace<br />
Large Car Category Marketplace<br />Desired Features:<br />Safety<br />Style<br />Additional  Features<br />Power<br />Cha...
 Switch to more fuel-efficient vehicle
 Vehicle design is outdated
 Feel of an “old person” car
 Need for speed</li></ul>Primary Competitors <br />Toyota Avalon ($32,445)<br />Nissan Maxima ($30,810)<br />Buick LaCross...
2005 Toyota Avalon<br />
Avalon 2005 Launch Overview  <br />Launch Date: February 2005<br />Base Price: $26,890<br /><ul><li> Toyota’s Goal: make t...
First introduced to the public at the North American International Auto Show in January 2005
 Offered in four model options:
XL
 Touring
 XLS
 Limited
 Highlights:
 280 hp, 3.5L V-6 engine
 22 mpg city and 30 mpg highway
 Ultra Low Emissions Vehicle rating</li></ul>Source: http://www.autonews.com/apps/pbcs.dll/article?AID=/20050117/ANA/50117...
Spending and Unit Sales<br />Launch and Sustain Spending: $43,749,200<br />(February  05-July  05)<br />+<br />Launch<br /...
Launch spending from February to March decreased  substantially by $22,258,400 and then slightly increased by $1,646,100
 Even with a major decrease in spending from February to March, launch sales continued to increase
 Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales </li></ul>Source...
Toyota Dealer Association spent the most on Spot TV (19%)<br />Launch and Sustain Media Mix<br />February-July Total Spend...
 Magazines: $13,134,400
 Spot TV: $8,019,900
 Cable TV: $4,088,900
 US Internet: $957,600
Natl Newspaper: $245,500
 B-to-B: $15,000ota factory spent the </li></ul>		most on Network TV (41%)<br />February-April<br />Insight: Launch had he...
TV: Network and Cable<br />TV Launch and Sustain Spending:$29,396,700<br />Popular Networks Used:<br />Toyota Avalon was i...
Exclusive to DVD set
  Mini movie bridges the gap between season 4 and season 5
A “making-of” special on the mini movie was shown on the Fox Movie Channel</li></ul>Insight: with this campaign, less news...
Print: Magazines and Sponsorships <br /> Print Launch and Sustain Spending: $13,379,900<br />Popular Magazines Categories<...
 News
 Affluent Sports</li></ul>Glamour Magazine’s “Women Of The Year Awards”:<br /><ul><li>Honors women who have portrayed to r...
Brand campaign event</li></ul>Oprah’s “Live Your Best Life” tour<br /><ul><li> During launch of vehicle (brand promotional...
 Auto sponsor of event
 Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
 Sponsored Contest</li></ul>Insight:  Target market included both men and women upscale consumers with a clear interest in...
Creative: TV and Print<br /><ul><li>360 holistic campaign
 Cartoonish/fairytale feel depicted in all forms of media
 TV creative show everyday objects coming to life such as plastic flamingos or birds made from newspaper flying past the v...
 Bright colors are used throughout causing the vehicle to stand out of other commercials and ads.</li></ul>Print<br />TV<b...
2000 Toyota Avalon<br />
Avalon 2000 Launch Overview<br />Launch Date: November 1999<br />Base Price: $25,545<br /><ul><li> Toyota’s Goals: design ...
 Second generation of Toyota Avalon since entry in 1995
 Two Models:
 XL
 XLS
 3.0L V6 Engine with 210 hp
 21 city mpg and 29 mpg highway</li></ul>Source: www.cars.com/toyota/avalon/2000<br />
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  • Transcript of "Azera Powerpoint"

    1. 1. Azera Competitive Case Study<br />By Jena Silverman<br />
    2. 2. Agenda <br /><ul><li>Large Car Category Marketplace
    3. 3. Azera’s Competition
    4. 4. Toyota Avalon
    5. 5. Buick Lucerne/LeSabre
    6. 6. Buick LaCrosse
    7. 7. Competitor’s Launch Overview
    8. 8. Launch/Redesign
    9. 9. Spending and Sales
    10. 10. Media Mix
    11. 11. TV, Print and OOH
    12. 12. Creative
    13. 13. Executive Summary</li></li></ul><li>Large Car Category Marketplace<br />
    14. 14. Large Car Category Marketplace<br />Desired Features:<br />Safety<br />Style<br />Additional Features<br />Power<br />Challenges:<br /><ul><li> Large car segment has been declining over the past 5 consecutive years because:
    15. 15. Switch to more fuel-efficient vehicle
    16. 16. Vehicle design is outdated
    17. 17. Feel of an “old person” car
    18. 18. Need for speed</li></ul>Primary Competitors <br />Toyota Avalon ($32,445)<br />Nissan Maxima ($30,810)<br />Buick LaCrosse<br />($26,495)<br />Ford Taurus<br />($25,170)<br />Sources: Azera Exchange and autos.msn.com<br />
    19. 19. 2005 Toyota Avalon<br />
    20. 20. Avalon 2005 Launch Overview <br />Launch Date: February 2005<br />Base Price: $26,890<br /><ul><li> Toyota’s Goal: make the Avalon more powerful, more stylish, and larger
    21. 21. First introduced to the public at the North American International Auto Show in January 2005
    22. 22. Offered in four model options:
    23. 23. XL
    24. 24. Touring
    25. 25. XLS
    26. 26. Limited
    27. 27. Highlights:
    28. 28. 280 hp, 3.5L V-6 engine
    29. 29. 22 mpg city and 30 mpg highway
    30. 30. Ultra Low Emissions Vehicle rating</li></ul>Source: http://www.autonews.com/apps/pbcs.dll/article?AID=/20050117/ANA/501170752<br />
    31. 31. Spending and Unit Sales<br />Launch and Sustain Spending: $43,749,200<br />(February 05-July 05)<br />+<br />Launch<br />Sustain<br /><ul><li> Launched and abandoned
    32. 32. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
    33. 33. Even with a major decrease in spending from February to March, launch sales continued to increase
    34. 34. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales </li></ul>Sources: Polk , Auto News, and Kantar<br />*Includes Factory and Dealer Association<br />
    35. 35. Toyota Dealer Association spent the most on Spot TV (19%)<br />Launch and Sustain Media Mix<br />February-July Total Spending*: $43,749,200<br /><ul><li> Network TV: $17,287,900
    36. 36. Magazines: $13,134,400
    37. 37. Spot TV: $8,019,900
    38. 38. Cable TV: $4,088,900
    39. 39. US Internet: $957,600
    40. 40. Natl Newspaper: $245,500
    41. 41. B-to-B: $15,000ota factory spent the </li></ul> most on Network TV (41%)<br />February-April<br />Insight: Launch had heavy factory spending in Network TV, then abandoned TV to sustain run in magazines and Spot TV (sustain spot TV had 50/50 factory and dealer spending)<br />May-July<br />Source: Kantar *Includes factory and association ** Dealer Association Spending<br />
    42. 42. TV: Network and Cable<br />TV Launch and Sustain Spending:$29,396,700<br />Popular Networks Used:<br />Toyota Avalon was integrated into Fox’s ‘24’ DVD release:<br /><ul><li> 10 min promo created by Toyota and the producers of ‘24’
    43. 43. Exclusive to DVD set
    44. 44. Mini movie bridges the gap between season 4 and season 5
    45. 45. A “making-of” special on the mini movie was shown on the Fox Movie Channel</li></ul>Insight: with this campaign, less news programs were used and Toyota chose to incorporate more prime time programs<br />Sources: Kantar and http://adage.com/article/news/toyota-vehicles-integrated-fox-s-24/47653/<br />Source: Nielsen 9/28/09-2/21/09 and 9/27/10-2/27/10 Excluding Sports<br />
    46. 46. Print: Magazines and Sponsorships <br /> Print Launch and Sustain Spending: $13,379,900<br />Popular Magazines Categories<br /><ul><li> Epicurean
    47. 47. News
    48. 48. Affluent Sports</li></ul>Glamour Magazine’s “Women Of The Year Awards”:<br /><ul><li>Honors women who have portrayed to readers that they are involved with the community
    49. 49. Brand campaign event</li></ul>Oprah’s “Live Your Best Life” tour<br /><ul><li> During launch of vehicle (brand promotional event)
    50. 50. Auto sponsor of event
    51. 51. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
    52. 52. Sponsored Contest</li></ul>Insight: Target market included both men and women upscale consumers with a clear interest in business and politics but also maintain a variety of upscale hobbies<br />http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html<br />Sources: Kantar and<br />Source: Nielsen Aggregate Avg. Rtg. 09/28/08-2/28/09 and 9/28/09-2/28/10<br />
    53. 53. Creative: TV and Print<br /><ul><li>360 holistic campaign
    54. 54. Cartoonish/fairytale feel depicted in all forms of media
    55. 55. TV creative show everyday objects coming to life such as plastic flamingos or birds made from newspaper flying past the vehicle
    56. 56. Bright colors are used throughout causing the vehicle to stand out of other commercials and ads.</li></ul>Print<br />TV<br />Source: Kantar<br />
    57. 57. 2000 Toyota Avalon<br />
    58. 58. Avalon 2000 Launch Overview<br />Launch Date: November 1999<br />Base Price: $25,545<br /><ul><li> Toyota’s Goals: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle
    59. 59. Second generation of Toyota Avalon since entry in 1995
    60. 60. Two Models:
    61. 61. XL
    62. 62. XLS
    63. 63. 3.0L V6 Engine with 210 hp
    64. 64. 21 city mpg and 29 mpg highway</li></ul>Source: www.cars.com/toyota/avalon/2000<br />
    65. 65. Spending, Sales, and Media Mix<br /><ul><li>Launched and abandoned
    66. 66. From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600
    67. 67. Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle</li></ul>Launch<br />Sustain<br />November- April Total Spending*: $27,550,300<br /><ul><li> Network TV: $11,123,200
    68. 68. Magazines: $7,804,000
    69. 69. Spot TV: $ 5,844,900
    70. 70. Cable TV: $2,280,900
    71. 71. Sunday Mags: $307,200
    72. 72. National Newspaper: $136,800
    73. 73. B-to-B: $53,300</li></ul>Source: Kantar *Includes factory and association **Dealer Association Spending<br />
    74. 74. TV and Print Details<br />TV<br />Spending: $19,249,000<br />Categories<br /><ul><li> News, Travel, and Entertainment</li></ul>Print<br />Spending: $8,248,000<br />Categories<br /><ul><li> Business, Epicurean, and Travel</li></ul>Creative<br /><ul><li>Not a 360 holistic campaign
    75. 75. Print creatives were not cohesive
    76. 76. Affluent theme portrayed in some print creatives promoting the new spacious interior and the higher quality materials incorporated in vehicle
    77. 77. In other creatives, the question of “sparkling or still” compares the redesigned vehicle to eating at an upscale restaurant </li></ul>Source: Kantar *TV creative could not be found for this year<br />
    78. 78. Insights<br /><ul><li>From the launch before in 2000 to the launch in 2005, Toyota’s goal changed because:
    79. 79. In 2000 their focus was for consumers to perceive the Avalon as a more luxurious and upscale vehicle
    80. 80. In 2005 their focus was to portray the Avalon as a more fun and stylish vehicle
    81. 81. Both Avalon launches were launched and abandoned by Toyota
    82. 82. Spending vs Unit Sales 2005: as launch and sustain spending decreased, units sold increased. This could be a result of increased spending on Spot TV and attracting consumers on a local level.
    83. 83. Spending vs Unit Sales 2000: a consistent fluctuation of launch and sustain spending led to an continuous increase in units sold. Most of launch and sustain spending was allocated to TV instead of print which could have helped to increase sales because of the mass reach.
    84. 84. Overall, each launch and sustain appeared successful because in both launches Toyota incrementally decreased while unit sales continuously increased
    85. 85. Creatives: Print and TV
    86. 86. In 2000 Toyota decided to go with more of a luxurious and upscale theme and then in 2005, Toyota chose to portray Avalon as a more fun and whimsical vehicle
    87. 87. Avalon shifted focus on affluent males in 2000 to a campaign focused on bothwomen and men consumers in 2005
    88. 88. Sponsorship of Glamour Magazine’s “Women Of The Year Awards” and Oprah’s “Live Your Best Life Tour”</li></li></ul><li>Buick Lucerne<br />
    89. 89. Lucerne 2005 Launch Overview<br />Launch Date: October 2005<br />Base Price: $27,715<br /><ul><li> Buick’s Goals: offer a quieter, safer and more stylish vehicle
    90. 90. Replaces both the LeSabre and the Park Avenue
    91. 91. Four Model Options:
    92. 92. CX
    93. 93. CXL V6
    94. 94. CXL V8
    95. 95. CXS
    96. 96. Engine options:
    97. 97. 197 hp 3.8L V6
    98. 98. 275 hp 4.6L V8
    99. 99. 19 mpg city and 28 mpg highway</li></ul>http://www.autonews.com/article/20051108/SUB/511080701<br />
    100. 100. Spending and Unit Sales<br />Launch and Sustain Spending: $63,721,100<br />Launch<br />Sustain<br /><ul><li> From October to November launch spending drastically increased by $10,466,600 and continued to increase in January by $4,702,400
    101. 101. Launch sales also experienced a substantial increase when sales jumped by 2,429 units from October to December and continued to increase by 3088 in January
    102. 102. Sustain spending dramatically increased from January to February by $11,503.1 and then decreased in March by $5,854,300</li></ul>Sources: Polk and Auto News *Includes Factory and Association<br />
    103. 103. Launch and Sustain Media Mix<br />Launch and Sustain Spending: $63,721,100<br />(October 2005-March 2006)<br /><ul><li> Cable TV: $13,050,500
    104. 104. Magazines: $10,898,400
    105. 105. Local Mags: $140,300
    106. 106. Natl Newspaper: $4,720,600
    107. 107. Newspapers: $2,945,000
    108. 108. Network TV: $24,398,300
    109. 109. Spot TV: $4,752,500
    110. 110. Syndication: $258,800
    111. 111. US Internet: $2,557,700</li></ul>October-December<br />Insight: in both the launch and the sustain TV was the biggest spend<br />Buick Factory spent<br />the most on Network TV (38%)<br />January-March<br />Source: Kantar *Includes factory and association **Dealer Association Spending<br />
    112. 112. TV<br />Launch and Sustain Spending: $42,460,100<br /> Popular Networks Used:<br />Featured on “The Apprentice: Martha Stewart” and also “Martha Stewart Living”<br />*More info on OOH slide<br />Insight: seems like more affluent networks such as news and leisure networks are being incorporated into this campaign <br />http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678<br />Source:<br />
    113. 113. Print<br />Launch and Sustain Spending: $18,704,300<br />Popular Magazine Categories Used:<br />Finance<br />Travel and Leisure<br />Golf and Cars<br />Target Market: a more established consumer with a strong interest in the economy but also has other hobbies<br />
    114. 114. Sponsorships and Events<br /><ul><li> “The Apprentice: Martha Stewart”: teams competed to design an in-dealership launch </li></ul>showroom display for Buick Lucerne <br /><ul><li> “Martha Stewart Living”: Stewart and Buick teamed up to give away a Lucerne live to an audience member
    115. 115. Lucerne VIP Premiere Nights:
    116. 116. Elements of the Lucerne VIP Premiere Nights were featured on Martha Stewart Living on December 1, 2005 which included a recreated scene from Stewart’s 20-page guide the “Perfect Party Handbook” (brought to viewers by Buick)</li></ul>http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678<br />Source:<br />
    117. 117. Creative<br /><ul><li> 360 holistic campaign
    118. 118. Both print and TV creatives focus on the newly redesigned interior and exterior styling of the vehicle
    119. 119. TV commercials contained basic information about the Lucerne, no real theme to the campaign</li></ul>Print<br />TV<br />Source: Kantar<br />
    120. 120. Buick LeSabre 2000<br />
    121. 121. LeSabre 2000 Launch Overview<br />Launch Date: May 2000<br />Price: $23,400<br />Average Buyer Age: 66 Goal Age: 60<br /><ul><li> 3.8 L V6 engine with 205 hp
    122. 122. 19 city and 30 highway mpg
    123. 123. Two Model Options:
    124. 124. Custom
    125. 125. Limited
    126. 126. Goal: to attract younger, more family-oriented buyers </li></ul>http://www.autonews.com/article/19981123/ANA/811230711<br />http://www.edmunds.com/buick/lesabre/2000/<br />http://autos.msn.com/research/vip/Spec_Glance.aspx?year=2000&make=Buick&model=LeSabre&trimid=1733<br />
    127. 127. Spending, Sales, and Media Mix<br /><ul><li>During this launch, spending shows that Buick launched and abandoned
    128. 128. From May to June launch spending slightly decreased by $467,800 and then decreased substantially in July</li></ul>by $9,142,200<br /><ul><li> This decrease in launch spending didn’t have much of an affect on sales from May to July
    129. 129. Sustain spending was pretty consistent from August to September but in October, spending increased by</li></ul>$3,214,600<br />Launch<br />Sustain<br />Launch and Sustain Spending:<br /><ul><li> Cable TV: $4,607,900
    130. 130. Magazines: $1,427,400
    131. 131. Sunday Mags: $878,500
    132. 132. Natl Newspaper: $493,500
    133. 133. Newspapers: $904,000
    134. 134. Network TV: $10,171,400
    135. 135. Spot TV: $8,518,200
    136. 136. Syndication: $765,200</li></ul>Sources: Polk and Kantar *Includes Factory and Association **Dealer Association Spending<br />
    137. 137. TV and Print Details<br />TV<br />Spending: $37,090,300<br />Categories:<br /><ul><li> Niche, Leisure, and Sports</li></ul>Print<br />Spending: $3,703,400<br />Categories<br /><ul><li> Sports, News, and Leisure</li></ul>Creative<br />Not a 360 holistic campaign<br />Creatives aimed at a very broad target market, each one <br /> portraying their own theme<br /> Print Creatives encouraging consumers that they will gain peace<br /> of mind by purchasing a LeSabre vehicle<br /> Promoting the vehicle’s dependability by focusing on new safety features<br />Source:Kantar<br />
    138. 138. Events and Partnerships<br />Partnership with Northwest Airlines:<br /><ul><li> Free tickets to Lucerne buyers
    139. 139. Consumers who purchase an OnStar-equipped Lucerne receive two round-trip airline tickets to anywhere in the USA, Canada or the Carribbean</li></ul>Tiger Woods made his debut as a new spokesperson on Feb. 12-13 at the Buick Invitational Golf Tournament<br />
    140. 140. Insights<br /><ul><li>Buick Lucerne replaced both the LeSabre and Park Avenue models in 2005
    141. 141. Updated and redesigned version with a better price point for Buick’s target market
    142. 142. Use of Martha Stewart in the Lucerne’s 2005 campaign helped to attract an older audience, not just women but men as well
    143. 143. Integration with NBC’s Apprentice helped to reinforce this and promote the new Lucerne vehicle
    144. 144. In October of 2005, Buick only sold 285 Lucerne vehicles and then drastically increased their sales to 2724 vehicles in November
    145. 145. This could be due to a slight increase in spending and launch exposure of the vehicle
    146. 146. 2000 was a big year for Buick with the introduction of Tiger Woods as their new main spokesperson
    147. 147. This strengthened their partnership with the PGA Tour which included their Buick Open golf tournament
    148. 148. Buick is consistently focusing on an older generation of consumers (baby boomers) in 2000 but is still reinventing the vision of the brand
    149. 149. Adding new features and updating the interior and exterior styling of the vehicle
    150. 150. TV integration on the Sopranos maintains Buick’s focus on the baby boomer generation but also exposes the vehicle to other viewers who follow the program</li></ul>http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678<br />Source:<br />
    151. 151. Buick LaCrosse<br />
    152. 152. Lacrosse 2009 Launch Overview<br />Launch Date: July 2009<br />Base Price: $27,835<br /><ul><li> 3.8L V6 engine with 200 hp
    153. 153. 17 mpg city and 28 highway
    154. 154. Three Model Options:
    155. 155. CX
    156. 156. CXL
    157. 157. Super
    158. 158. Buick’s Goals: focus on quality and long term dependability</li></ul>Source: http://www.autonews.com/article/20090622/RETAIL/306229845<br />
    159. 159. Spending and Unit Sales<br />Launch and Sustain Spending: $79,926,500<br />Launch<br />Sustain<br /><ul><li>Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600
    160. 160. From July to August launch sales slightly decreased by 219 units and then slightly increased in September</li></ul>by 326 units<br /><ul><li> From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100 </li></ul>and then decreased in November by $9,917,100<br /><ul><li> Sustain sales continuously increased from October to December</li></ul>Source: Kantar *Includes Factory and Association<br />
    161. 161. Launch and Sustain Media Mix<br />July-December Spending*: $79,926,500<br /><ul><li>Network TV: $19,829,100
    162. 162. Cable TV: $9,570,900
    163. 163. Sunday Mags: $117,800
    164. 164. Local Mags: $129,500
    165. 165. Magazines: $24,586,600
    166. 166. Hispanic Newspapers: $67,700
    167. 167. Natl Newspapers: $3,267,800
    168. 168. Newspapers: $8,024,800
    169. 169. SLN TV: $1,909,400
    170. 170. Spot TV: $3,365,300
    171. 171. Syndication: $3,307,800
    172. 172. US Internet: $4,058,000
    173. 173. Outdoor: $1,269,500
    174. 174. Natl Spot Radio: $357,400
    175. 175. Network Radio: $64,900</li></ul>July-September<br />Insight: Buick chose to spend the most on magazines for the launch and then sustain with high spending in both TV and magazines <br />October-December<br />Source: Kantar *Includes factory and association **Dealer Association Spending<br />
    176. 176. TV<br />Launch and Sustain Spending: $34,674,700<br /> Popular Networks Used:<br />30 second spot “Crosswalk”<br /><ul><li> Involved pedestrians crossing the street and stopping to stare at the new redesigned 2009 Buick Lacrosse </li></ul>*Picture found on creative slide<br />Buick Open Golf Tournament<br /><ul><li> Date: July 27th to August 2nd
    177. 177. Location: Grand Blanc, Michigan
    178. 178. PGA Tour coverage by the Golf Channel promotes interactive zone at the 17th hole and the newly redesigned Buick Lacrosse</li></ul>http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html<br />
    179. 179. Print<br />Launch and Sustain Spending: $36,194,200<br />Popular Categories Used:<br />Sports and Leisure<br />News<br />Ethnic<br />Target Market: ethnic magazine choices show that Buick is trying to appeal to consumers of all races but still maintaining their established audience<br />Source: Kantar<br />
    180. 180. Billboards and Outdoor Events<br /><ul><li>Ongoing “billboard war” between Buick and Lexus sparked consumer attention in areas such as Los Angeles and San Francisco
    181. 181. Inspired feud between BMW and Audi
    182. 182. Buick Open Golf Tournament
    183. 183. No. 17 hole Lacrosse Landing interactive zone
    184. 184. Fans invited to become members to gain admission (free)
    185. 185. Get your swing analyzed by GolfTec System
    186. 186. Experience the new features of the vehicle
    187. 187. Complimentary sleeve of golf balls and exclusive access to new bleacher seating and viewing areas</li></ul>http://adage.com/article/news/marketing-buick-pokes-fun-lexus-ads/139029/<br />http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html<br />
    188. 188. Creative<br /><ul><li>360 holistic campaign
    189. 189. TV commercial “Crosswalk” features pedestrians stopping in the middle a crosswalk admiring the new redesigned Buick Lacrosse
    190. 190. Print carries on that idea by stating “you be the judge” encouraging consumers to research the car a little deeper</li></ul>Print<br />TV<br />Source: Kantar<br />
    191. 191. Buick Lacrosse 2005<br />
    192. 192. Lacrosse 2005 Launch Overview<br />Launch Date: April 2005<br />Price: $23,495<br />Target Buyer Age: 40-59<br /><ul><li> Replaced the Buick Regal and Buick Century
    193. 193. 20 mpg city and 29 mpg highway
    194. 194. Three Model Options:
    195. 195. CX
    196. 196. CXL
    197. 197. CXS
    198. 198. Two Engine Options:
    199. 199. 200 hp 3.8L V6 (CXS)
    200. 200. 240 hp 3.6L V6</li></ul>Source: http://www.autonews.com/article/20040209/SUB/402090795<br />
    201. 201. Spending, Sales, and Media Mix<br /><ul><li>Buick launched and abandoned this model
    202. 202. From April to June launch gradually decreased which caused sales to decrease by 2.085 units in May but then increase by 4,167 in June
    203. 203. From July to August, sustain spending slightly increased then decreased causing sales to decrease by 5642 in August</li></ul>Launch<br />Sustain<br />Launch and Sustain Spending: $62,811,800<br />(April-September)<br /><ul><li> Cable TV: $3,900,900
    204. 204. Magazines: $9,773,100
    205. 205. Local Mags: $62,400
    206. 206. Natl Newspapers: $4,120,900
    207. 207. Newspaper: $7,747,300
    208. 208. Hispanic Newspaper: $2,400
    209. 209. Network TV: $23,167,900
    210. 210. Spot TV: $11,344,100
    211. 211. Syndication: $1,023,200
    212. 212. US Internet: $1,619,200</li></ul>Sources: Polk and Excel Pivot Table *Includes Factory and Association<br />
    213. 213. TV and Print Details<br />TV<br />Spending: $39,436,100<br />Categories:<br /><ul><li> News, Leisure, and Sports</li></ul>Print<br />Spending: $21,706,100<br />Categories:<br /><ul><li> News, Leisure, and Sports</li></ul>Creative<br /><ul><li>360 holistic campaign
    214. 214. Both print and TV aspects feature Tiger Woods as the new spokesperson
    215. 215. Luxury feel to the campaign as Tiger Woods is dressed in a suit driving the Lacrosse/posing next to the vehicle</li></ul>Sources: Kantar and YouTube<br />
    216. 216. Insights<br /><ul><li> 2009 Lacrosse: “Take A Look At Me Now” tagline transforms to “The New Class Of World Class”
    217. 217. Introduced in June and then changed in September
    218. 218. Represents the Lacrosse going “upscale”
    219. 219. “A luxury sedan that legitimately competes with Lexus, Acura and BMW”
    220. 220. New target market 2009: late boomers aged 46-55 (10 years younger than current Buick buyers)
    221. 221. Slightly different target than 2005 Buick Lacrosse campaign: 40-59
    222. 222. Creatives:
    223. 223. In 2005, Buick decided to focus their campaign around their new spokesperson Tiger Woods but in 2009, they shifted their campaign focus to accentuate the redesigned features of the vehicle
    224. 224. More money spent on TV than print in 2005 but then in 2009 Buick decided to spend more money on print than TV
    225. 225. 2009: “EX your Lexus”: use of direct competitors in billboards to attract attention to Buick billboards, which received coverage by various auto blogs and advertising websites
    226. 226. Continued focus on directly competing with Lexus
    227. 227. 2005 Lacrosse compared with a well equipped Lexus ES
    228. 228. In 2005 Buick shifted it’s campaign focus to quality and long-term dependability
    229. 229. Buick ranks 2nd in long-term dependability behind Lexus</li></ul>www.welovebuicks.com/news/5-15-2005.html<br />Sources: Kantar and<br />
    230. 230. Executive Summary<br />
    231. 231. Executive Summary<br />Toyota Avalon<br />Overall Campaign Goals:<br />2005: make the Avalon more powerful, more stylish, and larger<br />2000: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle<br />Buick Lucerne/Lesabre<br />Overall Campaign Goals:<br />2005: offer a quieter, safer and more stylish vehicle<br />2000: to attract younger, more family-oriented buyers <br />Buick Lacrosse<br />Overall Campaign Goals:<br />2009: attract a new target market that is 10 yrs younger than current target market (late boomers)<br />2005: focus on quality and long term dependability<br />Photos: www.bing.com/autos/research<br />
    232. 232. Appendix<br />
    233. 233. Insights<br /><ul><li>Feel of Lexus without status symbol: Toyota aiming for more of a luxury appeal
    234. 234. Promoting the high quality of Toyota vehicles
    235. 235. Vehicle embodies the luxury appeal of a Lexus without the high price
    236. 236. Toyota seems to be targeting a more youthful-boomer consumer
    237. 237. Use of established but stimulating magazines and TV programs
    238. 238. Mindset of “even though you’re a boomer, you don’t have to drive like one”
    239. 239. Toyota was executing a brand campaign while launching the 2000 Toyota Avalon to increase brand opinion while drawing attention to the newly redesigned vehicle
    240. 240. Seems like they are trying to attract more women consumers to their brand</li></ul>based on their sponsorship of Glamour Magazine’s “Women Of The Year Awards”<br />and Oprah’s “Live Your Best Life tour<br />
    241. 241. Spending and Unit Sales<br />Launch Spending: $36,257,900<br />Launch<br />Sustain<br />+<br />% Change: +98%<br />% Change: -79%<br /><ul><li>There was a 98% increase in spending from pre-launch to launch and an 79% decrease in spending for launch to sustain which shows this model was launched and abandoned
    242. 242. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
    243. 243. Even with a major decrease in spending from February to March, launch sales continued to increase
    244. 244. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales </li></ul>Sources: Polk and Auto News<br />
    245. 245. Spending and Unit Sales<br />Launch Spending: $18,502,600<br />Launch<br />Sustain<br />% Change: +41%<br />% Change: -51%<br /><ul><li>Launched and abandoned
    246. 246. From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600
    247. 247. Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle</li></ul>*Unit sales not available for 1999<br />*Sources: Polk and Auto News<br />
    248. 248. OOH and Radio<br />XM Satellite Radio announced that the 2005 Toyota Avalon were available in dealerships on May 13, 2005 during the sustain of the vehicle<br />Oprah’s “Live Your Best Life” tour<br /><ul><li> During launch of vehicle
    249. 249. Auto sponsor of event
    250. 250. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
    251. 251. Sponsored Contest: winner received their own series of life-coaching seminars</li></ul>http://www.theautochannel.com/news/2005/05/13/076229.html<br />http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html<br />
    252. 252. Buick Lucerne 2005<br />
    253. 253. Buick LeSabre 2000<br />
    254. 254. Launch Spending: Buick Lacrosse 2009<br />Launch Spending: $28,241,700<br />Launch<br />Sustain<br /><ul><li>Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600
    255. 255. From July to August launch sales slightly decreased by 219 units and then slightly increased in September</li></ul>by 326 units<br /><ul><li> From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100 </li></ul>and then decreased in November by $9,917,100<br /><ul><li> Sustain sales continuously increased from October to December</li></li></ul><li>Buick Lacrosse 2005<br />
    256. 256. BUICK LaSabre and Buick Lacrosse 2005<br />Please use the below templates for the previous launch models of Buick LaSabre and Buick Lacross 2005…<br />
    257. 257. Spending, Sales, and Media Mix<br />
    258. 258. TV and Print Details<br />TV<br />Spending: $XX<br />Place logos<br />Categories<br />Print<br />Spending: $XX<br />Place book covers<br />Categories<br />Creative<br />Place pictures and add a caption of basic description<br />
    259. 259. TV Spending, Networks, and Insights<br />Launch TV Spending: $19,249,000<br /> Popular Cable Networks Used:<br />Insight: seems like they are targeting a more mature audience who enjoys watching the news but also keeps up with world/celeb events <br />Source: Kantar<br />
    260. 260. Print-Toyota 2000<br />Launch Print Spending: $8,248,000<br />Popular Magazines Categories Used:<br />Business<br />Epicurean<br />Travel<br />Insight: target market was affluent males that enjoy leisure activities such as traveling and food tasting<br />Source: Kantar<br />
    261. 261. OOH and Promotions<br />Princess Cruises:<br /><ul><li> Avalon vehicles displayed on some of the ships</li></ul>Hilton Hotels:<br /><ul><li> Teamed up with Toyota to offer perks to Rewards Program members </li></ul>www.adweek.com/news/advertising/saatchi-praises-avalon-41278<br />
    262. 262. TV-Buick Lesabre 2000<br />2000 TV Spending: $37,090,300<br /> Popular Networks Used:<br /><ul><li> TLC
    263. 263. USA
    264. 264. Golf
    265. 265. News Channels
    266. 266. HGTV
    267. 267. Bravo</li></ul>The Sopranos:<br /><ul><li> Vehicle was featured in episode 7 of season 4 which was titled “Watching Too Much Television”
    268. 268. Owned by New Jersey State Assemblyman Ronald Zellman who is played by guest star Peter Riegert in the episode
    269. 269. Quick glimpse of character’s license plate and Buick emblem </li></ul>http://www.imcdb.org/vehicle_26402-Buick-LeSabre-2000.html<br />
    270. 270. Print-Buick Lesabre 2000<br />2000 Print Spending: $3,703,400<br />Popular Magazine Used:<br />Golf World<br />AARP<br />O Magazine<br />Sports Illustrated<br />Time<br />Target Market: mature consumers from both sexes that have a variety of such as sports and world news<br />
    271. 271. TV-Buick Lacrosse 2000<br />2005 TV Spending: $<br /> Popular Networks Used:<br /><ul><li> Food Network
    272. 272. ESPN
    273. 273. ABC
    274. 274. A&E
    275. 275. Discovery Channel
    276. 276. CBS</li></ul>Desperate Housewives:<br /><ul><li>Exclusive sponsor of AOL’s weekly recap of ABC’s hit series “Desperate Housewives”
    277. 277. Shortened versions of Buick commercials played before each recap
    278. 278. Product integration: Lacrosse featured on an episode
    279. 279. Extension of TV series sponsorship</li></ul>http://adage.com/article/news/buick/105207/<br />http://trishield.com/buick-021705a-release.shtml<br />
    280. 280. Print-Buick Lacrosse 2005<br />Total Print Spending: $34,623,700<br />Popular Magazines Used:<br />Time<br />Golf Digest<br />Food Network<br />Essence<br />Newsweek<br />Ebony<br />Target Market: multi-racial audience with an interest in current events and more sophisticated hobbies<br />
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