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    Rationale document gm Rationale document gm Presentation Transcript

    • GLOBE MOTORS COMMUNICATION DIRECTION PROPOSITION: QUARTER 3&4 2012
    • Objectives Raise TOMA for the Globe Motors brand by 40% Stimulate action/usage and increasing sales volume by 50% Bring brand experience to the target group thereby creating bond Creatively be in the face of TG on any platform they patronize to remain in their consciousness
    • Overview The dynamism of the automobile industry has made it an ever vibrant one as new models and functionalities are introduced into the market almost on a quarterly basis by brands. Fuel efficient and green cars are beginning to attract the attention of industry watchers and regulators. Increased number of purchase of brand new cars despite the economic downturn. The influx of other Asian brands of automobile in the market, jostling for the same market as the established brands The deplorable state of roads which now makes people give preference to durability of products, how rugged is it.
    • Channel Strategy MatrixCONSUMER BRANDHigh profile  Globe Motors positionsprofessional Consumer Brand itself as a brand that stands for qualityReasonable income  Very strong customer relations and after salesClassy services  Project the added value itsInformed customers gain by Channel associating with itEducated CHANNELS  Flexible payment plansUnderstand brands TV: Visual impact and credit facilities Radio: Reach Press: Pass on value, Details Outdoor: In the face Digital: Strategic engagement
    • A day in the life of Daniel He breezes through newspaper Daniel is a middle age professional headline online to know which of his within the age 30 – 60 who works with favorite dailies to buy for the day. a blue chip company . He resides in the urban/semi-urban parts of the country.He starts his day early, his iPad /clock He buys the newspaper based onalarm wakes him up @ 5:30am to the online headlines he lookedprepare for the day through In the office, he alternatesAfter listening to the new update on his between CNN and Aljazeera .favorite station Wazobia/Cool fm @ Relax at Ikoyi club briefly for hisabout 7:15 am, he locks on to his iPad lunch break. He takes some timewhere he gets the latest business out to relax with friend @ the clubreports, exchange rates, Stock before going home. He settles formarket reports etc. local news, Channels News @ 10pm in the evening With the understanding of his life style, we now know how and where /channel to
    • Channel deliverablesPRESS Press allows for the inclusion of details and instruction on products The visual impact of creative can not be ignoredRADIO Radio helps achieve reach Radio is cheapTV TV has audio-visual impact which helps messages register faster in the minds of the TG ReachDigital The online platform has no restriction as far as location is concerned, it can be accessed from anywhere. ReachOut of Home (OOH) The Outdoor approach to brand exposure is all about “ The EYES BALLS”. Strategic positioning of hoarding will help deliver brand objectives
    • Interactions Consumer-Brand Interaction Consumer Brand Channel Consumer- Brand-Channel Channel Interaction Interaction
    • Relationship between elements Consumer Vs Brand:  What draws the consumers to the brand and how does the average consumer perceive the brand Consumer Vs Channel:  How does the consumer consume the various channels available to it. i.e. media consumption habits Brand Vs Channel:  Which of all the available channels best delivers brand message and communications
    • Competitive ResearchThe likes of Elizade, Coscharis, Todays cars, Elim Motors are some of the major players in the market Reasons for preference: Quality Customer service  Receive and make customers feel comfortable  Customized after sales service e.g.. Periodic reminders to customers for maintenance  Flexible payment plans and credit facilities  Corporate acquisition packages for corporate bodies  Free car servicing and lubricant change Quality and reliability of products Branch network and availability Opportunity to experience brand (media): precision targeting/strategic placements  TV, Radio, Press, Online and Outdoor
    • Insights Our target audience are people of class who want to identify with quality and reliability  He is in search of a dealer who will provide convenient and quality services. They expect and appreciate premium service  Give me after sales services  Call to remind me my servicing in near  Provide Flexible payment plans They have a very busy schedule and require careful study to reach  We can target them at their most vulnerable moments. They are information savvy  They want to be up to date, they don’t miss major news They take time to associate in select locations  They congregate and want to associate with themselves, choose choice spots and clubs
    • Media Strategy Outline Parameter Media platformsCommunication • Create awareness of the brandobjectives • Generate buzz, talk value and action amongst TG.Focus of Effort Reach Frequency ↑↑Awareness (initial burst) Sustain Awareness levelTarget Audience Target Priority • A,B,C 1 SEC, 30 - 60 years • Male middle age professionals •Urban and semi-urban areasKey Markets • Pan NigeriaMedia Choice TV , Radio, Press, Digital & Outdoor
    • ExecutionTV & Radio, Press, Digital
    • TV Deployment Strategy  Strategic placement On TV, mid news business and stock market report segment  Deploy 30 seconds materials  Buy into automobile specific programmes.  Auto wheels etc.  Sponsorship and strategic placements on programmes with high viewership amongst TG.  Major Network news  IPS spots on Kakkaki  IPS spots on One on One NTA Network  Sunrise Daily  Face – off on Channels TV
    • Radio Deployment Strategy Radio to achieve frequency  Automobile programme segment sponsorships ; “brought to you by Globe Motors”  Time checks  Safety reminders Create and sponsor a 15 minutes radio program.  An interactive magazine show that creates the platform for participants to call in and answer questions relating to automobiles and win prizes
    • Press Deployment Strategy Placements in national and regional dallies  Strategic Intrusive placements within editorials in newspapers  Target days for automobile industry specific publication.  Weekly FAQ segment within the dallies to improve brand experience.  Strategic Corporate campaigns for brand affinity e.g.. Easter, Christmas, Childrens day, Mothers day etc Automobile Magazines.  Partnership with auto magazines e.g.. Motor shoppers, Motion wheels on regular editorials and mention of the brand and its values  Regular Loose inserts arrangements with magazines with more details on the possible benefits the customers stand to gain from patronizing GLOBE MOTORS
    • Online Deployment Strategy Target the professional/executives with their gargets; Smart phones: Blackberry, Androids, Windows OS Tablets : iPads, Galaxy tabs etc .Their computers too in the office since they always want to be in touch  Stock market reports sites.  Political discussion sites.  Exchange rate calculation sites.  Economy news sites  Real estate sites  News streaming sites  News paper websites
    • Strategic placements
    • Out of Home Deployment Strategy Target the executives at their hang outs; Lagos Country Club, Ikoyi Club, Yoruba Tennis Court, AP Club where they relax and connect after the days work and over the weekends  Subtle but strategic branding at the:  Club Entrance  Club/Airport Car park  Branding of the courts  Lawn tennis, squash courts  Branded car foot mats, mud guards, Windscreen shade.  To be distributed amongst club members
    • Recommendations More creative use of press should be considered as intrusive ad’s, headline proximity messages and editorials should be exploited more Special attention should be given to sponsorship (Radio) where the brand can actually own programmes and build followership around it Strategic placements within Major news for reach For commercial locations like Lagos, PH and Kano, the brand should look at exploring online as the volume of online presence amongst TG in these regions is high. We should endeavor to follow our TG anywhere, even where he hangs out for he is even more relax and receptive to messages at those locations.