Pep boys presentation-updated

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Pep boys presentation-updated

  1. 1. meet the teamJamila JohnsonCopywriterKristen McCabeArt DirectorVernon BrehonCopywriterDerek CataldiAccount PlannerMark LongacreAccount DirectorShannon AbrahamResearch Analyst
  2. 2. the challenge“How can we get the femaledemographic, who own and drive cars,to choose Pep Boys for their autoservice and auto retail needs?”
  3. 3. current situation•  Over 700 stores inU.S. and Puerto Rico•  Offers a wide varietyof auto parts and autoaccessories•  Has a wide range ofservices•  Highly qualifiedmechanics •  Demographics–  Caucasian males age30-70–  HHI $41k-99k•  Psychographics–  Knows how to fix smallproblems–  Uses service center torepair larger jobs–  Working class
  4. 4. competition Dealerships:•  Indirect competition•  Offer quality service•  Mostly for new car owners•  More expensive but people trust their quality
  5. 5. competition Local Repair Shops•  Indirect competition•  Close to home•  Easier to negotiate pricing•  Easy to build relationship with mechanic•  Trusting and convenient•  May not be certified for every car
  6. 6. competition Other Chains•  Direct competition•  Offer similar products at similar prices•  Fast and convenient service•  Skilled/professionally trained staff•  Not personal•  Lack of trust
  7. 7. advertising review•  Current Advertising–  Cable Television–  Direct Mail–  Social Media –  Email/Online–  Radio–  Outdoor–  Events•  Pep Boys Past andCurrent Positioning–  Previously- Positionedaround •  Selection•  brand names •  convenience –  Current- Positionedaround best prices
  8. 8. secondary research Industry Overview:•  Incline in small auto-parts accessibility•  Rise in competition•  People are seeking convenience, location, price andtrust•  Stronger buyer power (buyer can get service or partsanywhere)•  Word of mouth and internet reviews affects business
  9. 9. key business issues•  Saturation of market•  Caught between two worlds -Car dealer quality -Auto-care service•  Not top of mind aware.•  Communicate high quality of service.
  10. 10. primary research methodology•  First Survey–  Online–  35 respondents–  20 questions–  explored targets carmaintenance•  Second Survey–  Online–  32 respondents–  19 questions–  Investigating mediahabits•  Focus group–  Five participants–  Two hours
  11. 11. Where is our target going for car service?40% 43% 17% A)ermarket Service Center Dealership Other 
  12. 12. when choosing a car service center whatmatters most…25% 23% Loca@on Friends Opinion 
  13. 13. does our target own smart phones?89% 11% Smartphone Owner Non‐Smartphone Owner 
  14. 14. key focus group insights“I would take advantageof the app if it mademaking appointmentseasy and informed mewhen my appointmentwas over. I would alsolike to know what wasdone and what productswere used.”“Direct mail is the bestway to remind me to getthings done to my carbased on the gooddeals”
  15. 15. people who shopped at PepBoys…83% 17% Did NOT Use Service Center DID Use Service Center 
  16. 16. target audience•  College educated women 25-35•  Up-to-date with technology•  Care about carʼs operation– not specifics.
  17. 17. personaBabe• 26• Single• Drives an off-lease Honda Civic• Concerned mostly with her social life, dating, and friends -Needs a reliable car to keep up with friends• Works as a media sales rep• Recently moved into her own apartment
  18. 18. persona Blair•  30, Engaged•  Drives a Fusion Hybrid•  Passionate about her job as an office rep•  Spends every other weekend with her boyfriend in DC -Has to have her car running smoothly for long drives•  Rents an apartment
  19. 19. communication objectiveTo familiarize and inform thenovice of their carʼs basicneeds.
  20. 20. positioning statementTo 25-35 year old females, Pep Boyʼsthoroughly trained staff is committed tofostering an intimate relationship betweenmechanic, owner and car.
  21. 21. positioning explanation•  We chose them because brand recognition foryoung audience•  Not familiar with cars•  Women are willing to download the app•  Pep boys concentrates on the relationshipbetween you, your mechanic, car
  22. 22. what our target thinks about…ReliableTrustingUnionFixing problemsBetterCommunicationMediatorUnderstandingReliableMannyMoeJackCar serviceCommunicationMechanicPepBoys: Therapy: 
  23. 23. theme sequences
  24. 24. meet karen & bew
  25. 25. online commercial
  26. 26. radio  
  27. 27. billboard
  28. 28. mobile app•  Schedule anAppointment•  Car History–  In depth details of pastvisits •  Specials & LocalCoupons•  Need a Tow?–  Helpful towing serviceavailable 24/7•  Meet Our Mechanics–  Qualifications–  Work history  of yourmechanics specific toyour PepBoyslocations
  29. 29. eliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabeliable service convenient availability friendly variety logo manny old cars price clealean price cars old manny logo variety friendly availability convenient service reliabService convenient availability friendly variety logo manny old cars price clean reliabreliabilityfriendlinesscommunication
  30. 30. media•  Radio•  Online Video Adʼs•  OOH•  Direct Mail•  Mobile Advertising
  31. 31. media plan
  32. 32. the break-down•  Radio: $343,579•  Online Video: $34,179•  Direct Mail: $30,250•  OOH: $30,000•  APP: $19,000•  Production: $40,000$$total:$497,008
  33. 33. recommendations…•  Redesign:– Waiting lounge– Mechanic workspace– Service transcript•  Highlight price match guarantee•  Emphasize services:– Overnight drop off– State inspection
  34. 34. conclusion•  Car Therapy –  Building relationshipbetween car andowner–  Informing owner aboutcarʼs needs•  Inviting, femalefriendly•  Cohesive campaignacross media
  35. 35. Thank You!

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