Canada's Next Top Ad Exec - Pitch for VW Routan


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This is the PowerPoint from the pitch that Simon Wong and Jerome Skeene presented as top 10 contestants in the final round of Canada's Next Top Ad Exec 2009.

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Canada's Next Top Ad Exec - Pitch for VW Routan

  1. 1. Living the Volkswagen Life Canada’s Next Top Ad Exec March 31 st , 2009 Le Méridien King Edward
  2. 2. Who Are We? <ul><li>Simon Wong </li></ul><ul><li>3 rd year student at the Schulich School of Business, York University </li></ul><ul><li>A marketer at heart! </li></ul><ul><li>Always By Your Side (Fido) </li></ul><ul><li>Jerome Skeene </li></ul><ul><li>4 th year student in Management at the University of Toronto </li></ul><ul><li>Aspiring entrepreneur </li></ul><ul><li>iPod Commercial (Apple) </li></ul>Living the Volkswagen Life
  3. 3. Business Objectives <ul><li>In a statement by Volkswagen of America </li></ul><ul><li>President and CEO Stefan Jacoby: </li></ul><ul><li>“ The minivan market still is approaching one million vehicles a year, and Volkswagen would like to capture 3 to 5 per cent of that.” </li></ul><ul><li>“ Volkswagen wants to sell 800,000 vehicles in the North America by 2018, or nearly four times the number it sold in 2007.” </li></ul><ul><li>(Toronto Star) </li></ul>Living the Volkswagen Life
  4. 4. What We Know <ul><li>1. Declining Sales </li></ul><ul><li>Minivan sales have fallen by 20% (USA Today) </li></ul><ul><li>Emergence of the crossover vehicle segment </li></ul><ul><li>Volkswagen AG net profit rose 15.4% and sales were 4.5% higher in 2008 (Toronto Star) </li></ul>What is the state of the industry? Living the Volkswagen Life
  5. 5. <ul><li>2. Economic Downturn </li></ul><ul><li>Drop in consumers’ disposable income </li></ul><ul><li>Sales of big ticket items have dropped 2.6% (Bloomberg) </li></ul><ul><li>Sales are hindered by the lack of access to consumer credit ( </li></ul><ul><li>Chrysler struggling; negative reputation may hurt future minivan sales </li></ul>What We Know Living the Volkswagen Life
  6. 6. <ul><li>3. Competitive Market </li></ul><ul><li>Highly concentrated: Chrysler, Dodge, Toyota and Honda </li></ul><ul><li>Together make up 74% market share, Chrysler Group LLC accounts for 40% </li></ul><ul><li>GM and Ford have pulled out of the minivan segment serves an opportunity for VW </li></ul>What We Know Living the Volkswagen Life
  7. 7. Volkswagen Positioning <ul><li>Known as the “people’s car” </li></ul><ul><li>Aimed at those who enjoy driving </li></ul><ul><li>Individuality </li></ul><ul><ul><li>“ being true to myself and my choices” </li></ul></ul><ul><li>F U N </li></ul><ul><ul><li>derived from brand core DNA </li></ul></ul>Living the Volkswagen Life
  8. 8. <ul><li>Lovemarks are super-evolved brands that make deep emotional connections with consumers </li></ul><ul><li>“ Human beings are powered by emotion, not by reason” </li></ul><ul><li>VW is a lovemark </li></ul>Living the Volkswagen Life
  9. 9. Routan Positioning <ul><li>1. Brand </li></ul><ul><li>Volkswagen Minivan </li></ul><ul><li>F U N </li></ul><ul><li>Individualistic </li></ul><ul><li>“ Beetle of Minivans” </li></ul>Living the Volkswagen Life
  10. 10. Routan Positioning <ul><li>2. Value </li></ul><ul><li>“ Best value for money” </li></ul><ul><li>Starting at $27 975 (Comfortline) </li></ul>Living the Volkswagen Life Automaker Routan Value Advantage Honda Odyssey Comfortline: $3977 Trendline: $3422 Toyota Sienna Comfortline: $-309 Trendline: $421 Dodge Caravan Chrysler Town & Country Comfortline: $3350 Trendline: $1304
  11. 11. Routan Positioning <ul><li>3. German Heritage </li></ul><ul><li>Only German-engineered minivan </li></ul><ul><li>Styling </li></ul><ul><li>Handling </li></ul>Living the Volkswagen Life
  12. 12. Competitor Positioning <ul><li>Most innovative and feature-filled </li></ul><ul><li>Stylish and sporty; focus on physical comfort </li></ul><ul><li>Delivering performance and fuel efficiency </li></ul>Living the Volkswagen Life
  13. 13. Positioning Model Living the Volkswagen Life
  14. 14. Brand Positioning Statement <ul><li>“ To young couples with children, the Routan is the brand of minivan that allows you to express your individuality , including your own sense of style and fun, because it is a Volkswagen.” </li></ul>Living the Volkswagen Life
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  20. 20. Target Audience Living the Volkswagen Life Demographics <ul><li>Aged 30s to 40s </li></ul><ul><li>Skewed to females </li></ul><ul><li>Two or more children </li></ul><ul><li>1+ children between 5 to 15 </li></ul><ul><li>Household income $100,000 + </li></ul><ul><li>College or university degree </li></ul>Psychographics <ul><li>Technologically savvy </li></ul><ul><li>Enjoys typical parenting activities </li></ul><ul><li>Exude enthusiasm, optimistic view </li></ul><ul><li>Contemporary tastes & youthful attitude </li></ul><ul><li>Part of a community of individuals </li></ul>
  21. 21. Consumer Insights Leanne McLenan, 24 VW Rabbit Owner Living the Volkswagen Life
  22. 22. Consumer Insights <ul><li>Parents are unique individuals and although they dedicate much of their time and energy into the kids and family activities, underneath they are still the same individuals who want to express themselves through their vehicle </li></ul><ul><li>Not have their vehicles define them as the traditional soccer mom minivan does.  </li></ul>Living the Volkswagen Life
  23. 23. Communication Objectives <ul><li>Make existing VW buyers strongly aware of the Routan as exciting, unique, new entrant in the market that fits their lifestyle </li></ul><ul><li>(Brand Awareness) </li></ul><ul><li>Position brand as fun, attractive new alternative to competitors that allows you to express your own individuality </li></ul><ul><li>(Positioning) </li></ul>Living the Volkswagen Life
  24. 24. Communication Objectives <ul><li>Make target audience feel strong emotional connection with the VW brand with the sharing of experiences </li></ul><ul><li>(Emotional) </li></ul><ul><li>Entice target audience to test drive and ultimately purchase the Routan </li></ul><ul><li>(Behavioural) </li></ul>Living the Volkswagen Life
  25. 25. Current Advertising Living the Volkswagen Life
  26. 26. Creative Theme <ul><li>“ Living the Volkswagen Life” </li></ul><ul><li>Creative will focus on the Volkswagen lifestyle and all that it embodies </li></ul><ul><li>The Routan will be personified and brought to life and representative of VW brand personality & lifestyle associated with it </li></ul>Living the Volkswagen Life
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  29. 29. Creative Support <ul><li>Using a balance of rational and emotional appeal </li></ul><ul><li>Use of ironic humour that is self-depreciating </li></ul><ul><li>Creative will highlight specific brand attributes </li></ul><ul><li>Featuring the Routan in unconventional situations </li></ul>Living the Volkswagen Life
  30. 30. Living the Volkswagen Life
  31. 31. Direct Marketing <ul><li>Capitalize on its emerging rise </li></ul><ul><li>Target existing VW consumers to help build loyalty </li></ul><ul><li>Use VWs existing database to send email blasts </li></ul><ul><li>Invite VW owners to share their stories </li></ul>Living the Volkswagen Life
  32. 32. Internet Media <ul><li>VW Life Website (micro-site) </li></ul><ul><ul><li>Main destination for consumers </li></ul></ul><ul><ul><li>Focal point towards all communications will be directed </li></ul></ul><ul><ul><li>Highlight of website: community page </li></ul></ul>Living the Volkswagen Life
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  34. 34. Internet Media <ul><li>Advertising on two popular Canadian online auto magazines: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Living the Volkswagen Life
  35. 35. Print Media <ul><li>Two consumer magazines: </li></ul><ul><ul><li>Today’s Parent </li></ul></ul><ul><ul><li>Canadian Family </li></ul></ul><ul><li>Consistent with target audience and allows for selectivity </li></ul><ul><li>Uncluttered </li></ul>Living the Volkswagen Life
  36. 36. Out-of-Home Media <ul><li>Transit shelter advertising </li></ul><ul><li>High reach and frequency </li></ul><ul><li>Key locations across Montreal, Vancouver and Toronto </li></ul>Living the Volkswagen Life
  37. 37. Living the Volkswagen Life
  38. 38. Budget <ul><li>Print Media </li></ul><ul><li>Canadian Family ($10,735 x 6 months) $64,410 </li></ul><ul><li>Today’s Parent ($18,479 x 4 months) 73,916 </li></ul><ul><li>Total expenditures on print media $138,326 </li></ul><ul><li>Internet Media </li></ul><ul><li> $6,412.50 </li></ul><ul><li> $6,412.50 </li></ul><ul><li>Total expenditures on OOH media $12,825 </li></ul><ul><li>Out-of-home (OOH) Media </li></ul><ul><li>Transit shelter (Toronto) ($35,081 x 0.70) $24,557 </li></ul><ul><li>Transit shelter (Montreal) ($35,081 x 0.70) 24,557 </li></ul><ul><li>Transit shelter (Vancouver) ($35,081 x 0.70) 24,557 </li></ul><ul><li>Total expenditures on OOH media $73,671 </li></ul><ul><li>Direct Marketing </li></ul><ul><li>‘ Share your story’ email blasts 0 </li></ul><ul><li>Total expenditures on direct marketing media $0 </li></ul><ul><li>Promotion </li></ul><ul><li>VW Life Contest $25,178 </li></ul><ul><li>Total expenditures on promotions $25,178 </li></ul>Living the Volkswagen Life
  39. 39. Media Chart Living the Volkswagen Life
  40. 40. <ul><li>Our campaign will help launch the Routan as an exciting new minivan that allows you to express your individuality </li></ul><ul><li>Living the Volkswagen Life has “legs” </li></ul><ul><li>Focusing on something more important than that of available features or family, but that of personal empowerment </li></ul>Conclusion Living the Volkswagen Life
  41. 41. <ul><li>Thank You! </li></ul>Living the Volkswagen Life