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Campaign ArchitecturePassat CC<br />
Contents<br />The Brief<br />Contextual Analysis<br />Target Market<br />Campaign Objectives<br />Strategy<br />Creative a...
The Brief<br />
Contextual Analysis<br />
Contextual Factors<br />Economical<br />Sociological<br />Technological<br />Political<br />
CAR MARKET<br />UK car parc and new car registrations, 2003-13<br />2004-7: Interest rates rose & new car sales fell<br />...
Car Purchase Process<br />Life events are determining factors<br />21% know make and model<br />79% can be influenced<br /...
Consumer Buying Process<br />
Brands can be divided into unique competing groups<br />
BMW<br />‘The ultimate driving experience.’<br />Premium Finish, Style, Sporty, Aggressive<br /> PREMIUM <br />Strengths: ...
Audi<br />PREMIUM<br />Strengths: Style and design, build quality, brand image, speed and power<br />Weaknesses: Fuel cons...
Mercedes-Benz<br />‘Its premium status is supported by perceptions of high prices.’<br />Prestigious,  Expensive, Aspirati...
Ford‘Price leader but weak build quality’ <br />VOLUME <br />Strengths: Price, fuel consumption, safety, insurance<br />We...
Brand Perceptions<br />“Reliable, finally up-to-date. Excellent engines.”<br />“Reliable, solid and safe.”<br />Male, 55, ...
Passat CC Perceptions<br />“Extremely aesthetic.”<br />“Reliable, straightforward car.”<br />Male, 46, <br />Detective Ins...
Business Problem<br />Poor awareness<br />Of the CC vs. Passat<br />Of VW selling a premium car<br />Low consideration vs....
Target Market<br />
The internet plays a key role in helping them indulge their pleasures<br />
Our target audience’s are heavy users of the internet for functional purposes<br />
 What do consumers look for in a new car? <br />
Campaign Objectives<br />
Positioning <br />
An unusual/unexpected offering from Volkswagen <br />Older – more comfortable in his skin, more self-assured and confident...
The Passat CC <br />
Strategy<br />
Insight<br />Consumers see the VW brand before they see the car itself<br />It’s a car in a class of its own: <br /><ul><l...
Relationship to competitors</li></ul>People who buy the Passat CC know about cars.<br />
Solution<br />Elevate the status of the car within the VW range.<br />‘The connoisseur’s car’<br />‘Premium without the pr...
Creative and Suggested Media Plan<br />
Creative Proposition<br />In the 1950’s Volkswagen asked you to THINK SMALL...<br />...Now In 2010 Volkswagen is asking yo...
Think Again!<br />Your car says something about the type of person you are, not just how much money you’ve made.<br />The ...
Three levels of the campaign<br />Awareness<br />Engagement<br />Conversion<br />
Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />
Campaign overview<br />OOH<br />DM<br />DM<br />Radio<br />
OOH<br />Sure you wouldn't look better behind one of these?<br />Passat CC<br />Think Again<br />
DM<br />You are cordially invited to <br />A cheese and wine evening with Volkswagen<br />
Radio<br />
Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />Bring core audience closer to the brand...
Campaign overview<br />OOH<br />DM<br />Radio<br />Event<br />Event<br />Banners<br />Microsite<br />
The Events<br />
Banners<br />Think Again<br />Think Again<br />
Microsite<br />
Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />Bring core audience closer to the brand...
Campaign overview<br />OOH<br />DM<br />Radio<br />Event<br />Event<br />Banners <br />Microsite<br />DM<br />Sales Force ...
Conclusion<br />
The Connoisseurs’ car<br />‘Premium with out the price tag’<br />Asking consumers to Think Again<br />
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Campaign architecture passat cc

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  • Economic: When interest rates rise, sales of new and used cars tend to fall and when interest rates fall, car sales tend to rise.
  • The need or desire to buy a car, whether a first car, second car or a replacement, is likely to be influenced by life events. The key life events that trigger the new car purchase decision are making major home improvements, a child going to university or getting married, the birth of grandchildren and entering retirement.If people are aware of car brands, they tend to have a default list of preferred brands which fulfil their cognitive needs.The factors that encourage consumers to consider specific brands not on their original default list are: a big improvement in fuel economymore stylish designsa new model in the range that meets specific requirementsa big reduction in running costs (fuel, insurance, tax and maintenance costs)price reductions/promotionsimprovement in safety featureslonger warranty period (five years)big improvement in reliability/build quality.There are also other brands which are normally dismissed due to legacy opinion (eg reliability, cost).People re-evaluate brands and brand options due to a change in a brand’s position relative to the consumer’s purchase criteria and also in relation to their changing economic situation and lifestyle. For new car prospects, making major home improvements, the marriage of an older child, the birth of grandchildren and entering into retirement are the life events that can trigger the desire or need for a new car. It is at a time of life when direct responsibilities for children and other major financial commitments such as mortgages reduce that the circumstances that encourage greater ownership of new cars arise. Brand selection tends depends initially on brand awareness
  • Internet: Price informationVehicle comparisonProduct informationPrincipal sources: car manufacturer and car dealer websites
  • BMW 3 SeriesTechnology:whereas the passat is only front wheel.BMW’s official stance is now that they are more open and consider other cars competitors that they might not have considered so 15 or 20 years ago.Previously BMW vs. MercedesNow BMW vs. AudiTALK ABOUT SHOWROOMS
  • Same parts
  • £600,000 for a 1 bed flat on the road of the showroom (near Sloane Sq) – therefore people have to have money.Same designer that designed the beetle, porsche etc – Ferdinand Porsche (see its history)???
  • What differentiates Ford from VW?Long history with car market, High brand recognitionFord Mondeo: Family car,Good for the long trips, feel planted and stable when driven, crisp steering, best “drivers” car
  • Grey/retired-This group are likely to be willing to pay a premium for the long-term core benefits of greater reliability, fuel economy, build quality and comfort, which enables them to minimise the regularity with which they need to repurchase cars. Only 5% listed brand image as important. Most increased car ownership (2003 – 2008) High level of ownership of just one car Third agers &amp; grey/retired lifestage : Lowest intentions of buying a car Highest intention of purchasing new cars
  • Cheese and wine evenings; wine tastingSporting games: Laser pigeon shooting, golf simulators and PS2 driving Auction: Can win tickets to Ashes, Rugby world cup
  • Transcript of "Campaign architecture passat cc"

    1. 1. Campaign ArchitecturePassat CC<br />
    2. 2. Contents<br />The Brief<br />Contextual Analysis<br />Target Market<br />Campaign Objectives<br />Strategy<br />Creative and Suggested Media Plan<br />Conclusion<br />Q&A<br />
    3. 3. The Brief<br />
    4. 4.
    5. 5. Contextual Analysis<br />
    6. 6. Contextual Factors<br />Economical<br />Sociological<br />Technological<br />Political<br />
    7. 7. CAR MARKET<br />UK car parc and new car registrations, 2003-13<br />2004-7: Interest rates rose & new car sales fell<br />New car sales are expected to fall by 19% in 2009 compared with 11% in 2008.<br />Modest recovery in 2010. <br />Stronger growth in 2011 and 2012 - pent-up demand released.<br />Source: Mintel<br />
    8. 8. Car Purchase Process<br />Life events are determining factors<br />21% know make and model<br />79% can be influenced<br />Default list of preferred brands <br />Dismissed brands <br />Brand re-evaluation <br />
    9. 9. Consumer Buying Process<br />
    10. 10. Brands can be divided into unique competing groups<br />
    11. 11. BMW<br />‘The ultimate driving experience.’<br />Premium Finish, Style, Sporty, Aggressive<br /> PREMIUM <br />Strengths: Style and design, build quality, brand image, resale value<br />Weaknesses: reliability, fuel consumption , insurance environmental<br />Typical consumer: City Boys/ Low level executive role<br />Technology:<br />Rear wheel drive<br />Different engineering –50/50 balance &vertically mounted to avoid under steer<br />Main competitors: Audi<br />‘VW is a volume brand.’<br />
    12. 12. Audi<br />PREMIUM<br />Strengths: Style and design, build quality, brand image, speed and power<br />Weaknesses: Fuel consumption, price, comfort, insurance<br />Typical consumer: ABC1, 26-40<br />Technology: Same parts, they’re competitors in price, not in class.<br />Main competitors: BMW, Mercedes<br />Sporty, sophisticated, dynamic<br />‘The more sophisticated older brother’ <br />
    13. 13. Mercedes-Benz<br />‘Its premium status is supported by perceptions of high prices.’<br />Prestigious, Expensive, Aspirational <br />PREMIUM<br />Strengths: Style and design, brand image, build quality, comfort.<br />Weaknesses: Price, reliability, safety and insurance.<br />Typical consumer: Age 30 – 70, Rich families, Stock brokers<br />Technology: known for safety – invented airbag, anti-lock brakes, crumple zones<br />Main competitors: BMW, Lexus, Jaguar<br />Mercedes CLS<br /> <br />Q: Is VW a competitor? A: What do you think?<br />
    14. 14. Ford‘Price leader but weak build quality’ <br />VOLUME <br />Strengths: Price, fuel consumption, safety, insurance<br />Weaknesses: Build quality, brand image, speed and power, resale value<br />Typical consumers: Middle class, ‘soccer mums’<br />Main competitors: Honda, BMW, Audi, VW, Hyundai<br />‘The Passat CC is in the premium car sector but not a family car like the Mondeo.’<br />
    15. 15. Brand Perceptions<br />“Reliable, finally up-to-date. Excellent engines.”<br />“Reliable, solid and safe.”<br />Male, 55, <br />Company Director, Hertfordshire<br />Male, 46, <br />Detective Inspector, Kent<br />“Great at Hatchback and the Beetle.”<br />“Good, <br />reliability.”<br />“Well- built, reliable. Good long-term value.”<br />Male, 58, <br />Town Planner, Nottingham<br />Male, 52, <br />Lecturer, St. Albans<br />Male, 44 <br />Chartered Surveyor, London<br />
    16. 16. Passat CC Perceptions<br />“Extremely aesthetic.”<br />“Reliable, straightforward car.”<br />Male, 46, <br />Detective Inspector, Kent<br />Male, 55, <br />Company Director, Hertfordshire<br />“Passat, Yes. But I’m not sure what the CC means.” <br />“Stylish and elegant.”<br />“I own one, I’m very happy with it.”<br />Male, 58, <br />Town Planner, Nottingham<br />Male, 44, <br />Chartered Surveyor, London<br />Male, 52, <br />Lecturer, St. Albans<br />
    17. 17. Business Problem<br />Poor awareness<br />Of the CC vs. Passat<br />Of VW selling a premium car<br />Low consideration vs. competition<br />Disconnect between product profile and brand values<br />
    18. 18. Target Market<br />
    19. 19.
    20. 20. The internet plays a key role in helping them indulge their pleasures<br />
    21. 21. Our target audience’s are heavy users of the internet for functional purposes<br />
    22. 22. What do consumers look for in a new car? <br />
    23. 23. Campaign Objectives<br />
    24. 24.
    25. 25. Positioning <br />
    26. 26.
    27. 27. An unusual/unexpected offering from Volkswagen <br />Older – more comfortable in his skin, more self-assured and confident<br />Attracts attention and stimulates conversation<br />
    28. 28. The Passat CC <br />
    29. 29. Strategy<br />
    30. 30. Insight<br />Consumers see the VW brand before they see the car itself<br />It’s a car in a class of its own: <br /><ul><li>Price
    31. 31. Relationship to competitors</li></ul>People who buy the Passat CC know about cars.<br />
    32. 32. Solution<br />Elevate the status of the car within the VW range.<br />‘The connoisseur’s car’<br />‘Premium without the price tag’<br />Ensure that VW set up specific training on the VW Passat CC.<br />
    33. 33.
    34. 34. Creative and Suggested Media Plan<br />
    35. 35. Creative Proposition<br />In the 1950’s Volkswagen asked you to THINK SMALL...<br />...Now In 2010 Volkswagen is asking you to THINK AGAIN!<br />
    36. 36. Think Again!<br />Your car says something about the type of person you are, not just how much money you’ve made.<br />The Passat CC is a beautifully styled head turner…from Volkswagen.<br />It’s a bit unusual, it’s not what everyone else has gone for.<br />It shows you’ve actually thought about what you want in a car - <br />It shows you know your own mind, you make considered decisions rather than just going with the pack.<br />
    37. 37. Three levels of the campaign<br />Awareness<br />Engagement<br />Conversion<br />
    38. 38. Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />
    39. 39. Campaign overview<br />OOH<br />DM<br />DM<br />Radio<br />
    40. 40. OOH<br />Sure you wouldn't look better behind one of these?<br />Passat CC<br />Think Again<br />
    41. 41. DM<br />You are cordially invited to <br />A cheese and wine evening with Volkswagen<br />
    42. 42. Radio<br />
    43. 43. Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />Bring core audience closer to the brand<br />Generate positive conversations by…<br />…communicating model positioning message<br />…creating an engaging/useful experience <br />
    44. 44. Campaign overview<br />OOH<br />DM<br />Radio<br />Event<br />Event<br />Banners<br />Microsite<br />
    45. 45. The Events<br />
    46. 46. Banners<br />Think Again<br />Think Again<br />
    47. 47. Microsite<br />
    48. 48. Campaign overview<br />Show off the cars looks<br />Introduce the positioning<br />Bring core audience closer to the brand<br />Generate positive conversations by…<br />…communicating model positioning message<br />…creating an engaging/useful experience <br />Drive brochure request and test drive<br />by…<br />…communicating additional spec, reinforcing model positioning, reaffirming value<br />
    49. 49. Campaign overview<br />OOH<br />DM<br />Radio<br />Event<br />Event<br />Banners <br />Microsite<br />DM<br />Sales Force Incentives<br />
    50. 50. Conclusion<br />
    51. 51. The Connoisseurs’ car<br />‘Premium with out the price tag’<br />Asking consumers to Think Again<br />
    52. 52. Q&A<br />
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