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Marketing Campaign: Piaggio's Vespa Scooters

Marketing Campaign: Piaggio's Vespa Scooters



This ppt is for our group presentation in Intro Maketing communication class here at Suffolk University. My teammates and I collaborated on the content and I did the PPT. My presentaion part is ...

This ppt is for our group presentation in Intro Maketing communication class here at Suffolk University. My teammates and I collaborated on the content and I did the PPT. My presentaion part is targeting younger market. Maybe the fonts and pics are a little bit out of order. Anyway, hope it works.



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Marketing Campaign: Piaggio's Vespa Scooters Marketing Campaign: Piaggio's Vespa Scooters Presentation Transcript

  • Marketing Campaign: Piaggio’s Vespa Scooters Presented by Jaclyn Susan Mosher Chrisanne Sikora Jia Liu Vidya Gopalan Natalia Musatova
    • History, Marketing Now, Competitors, Market Trends
    • Audience
    • Media
    • Other Marketing
    Divided into 2 target markets Young people Retirees Part One Part Two Part Three Part Four Structure of Presentation
  • Part One History Marketing Now Competitors Market Trends
  • History of the Vespa
    • Parent company Piaggio (Genoa, Italy)
    • First appeared in 1946; by 1951, 100,000 sold
    • Not sold in US from 1980-2000
    • Made famous in films ( Roman Holiday , right)
    • Meaning: the ecological, economic, and personal satisfaction one achieves after buying a Vespa scooter. Vespanomics promotes embracing motor scooters as an alternative form of transportation to reduce oil consumption, pollution and traffic congestion.
    • Additional meanings: 1. A feeling of total exhilaration; consistent with riding a stylish, high performance Vespa. 2. The incomparable level of satisfaction that can only come from helping the environment while also saving a boatload of money on gas.
    • Origin : A union of the words Vespa and economics. Related words: Vespanomic, adj , vespanomically, adv
    = ? Play video What is Vespanomics?
  • Brand Extension and Promotional Events
    • Vespa clothing line (top left)
    • Vintage posters – for sale and used in new campaigns
    • Models on Vespa – create a scene
    • Vespa on the Red Carpet
  • Competition
    • Brand Name (Vespa) vs. Price (Yamaha, Honda)
    • Two “knock-off” competitors:
    • Yamaha Vino (left) and Honda Metropolitan (right)
    • Similar campaigns: “Euro style,” urban, “fun”
  • Part Two Audience
  • Audience 
    • Geography: 
    • Urban/Suburban settings across the country
    • Coastal Cities as well as interior regions
    •   Behavior/Psychographics: 
    • Commuters looking for fun alternative to cars
    • Attracted by lower fuel costs and flexible parking options
    • Easier to maneuver in city 
    • Demographics divided into two distinct age groups
        • Younger consumers (20+ years old)
        • College kids, young professionals
        • Older professionals, Baby Boomers, enthusiasts
    • Approximately half of Vespa consumers are women 
    Audience (cont.)
  • Young Consumers (20-35 years old)
    • Attracted by:
      • Low up-front cost (when compared to cars)
      • Low fuel costs
      • High customizability of Vespa
      • — no two are exactly alike
    Vespas in Love
  • Older consumers (45+ years old) 
    • Attracted by:
      • Low fuel costs
      • “ fun” alternative means of commute
      • Way to reclaim lost youth  
    • Enthusiasts who enjoy weekend rides as a hobby
    • People who enjoy fixing/restoring old vehicles 
    I feel as young as him
  • Women 
    • Attracted by high level of customizability
    • Vespas less intimidating than most motorcycles
  • Part Three Media
  • Marketing in the Past
    • 2002: $340,400
    • Media Used: Magazine, Sports TV, National Sports Radio
    • 2006
    • Media Used: Co-op Advertising, Foreign, Special Events Marketing
    • 2007
    • Vespanomics: Go Green Challenge Campaign
  • Vespanomics Video Contest Measurement Date Range: 8/13-12/05 Total Videos: 7 Subscribers: 28 Total Views:7,639 Total Comments:90
  • Targeting Younger Market
    • Segment
    • College students and urban professionals (Boston)
    • Objective
    • Arouse brand awareness among younger generation
    • Promote two Models: LX 50 and LX150
    • Positioning
    • 3F (Fun, Fashion, and Freedom)
  • “ It’s just fun. ” I love the style elements It gives me a sense of freedom Why do they love Vespa?
  • What is 3F?
    • Fun
    • Ride your buddy Solo adventure, group ride, or Vespa rally
    • Freedom
    • Out of congestion and close to Mother Nature Less worry about money (gas & insurance), time, parking, and global warming
    • Fashion
    • Vespa design
    • Vespa customization
  • Media Mix
    • Outdoor media On vehicle advertisements
    • Print media Magazines and Brochures
    • Radio
    • Electronic media Social networking sites
    • Content Communities
    • Screensavers and wall papers
  • On Vehicle Advertisements
    • A relatively inexpensive medium with high frequency and reach
    • MBTA subway system
    • 598,200 passenger trips each weekday
    • Most of the riders are commuting concerned young consumers
    • A relatively longer riding time
  • Print Media: Magazines Fashion Feel the wind in your soul patch. Just the thing for your freedom. Never have to help your friends move again. Source: Print ads by McClain Finlon.
    • Improper Bostonian
      • Circulation: 85,000
      • Readership: 420,500
      • Young trendsetters
    A d Size: ½ Page Horizontal Spread
  • Print Media: Brochures Your Guide to the Road Educational Brochure Your Guide to the Road Content Licensing Maintenance Parking Safety concerns Vespa customization DIY tips Vespa local and national clubs info Distribution T stations Shopping districts Adapted small flyers attached to T ads
  • Radio Boston’s #1 hit music station Target group : women 18-34
    • Reach more female consumers and rescue frustrated drivers in the traffic
    • Chosen Programs
    • Matty in the Morning
    • Romeo
    • Chosen Spot Duration: 15 second
  • Electronic Media
    • No.6 most trafficked site in the U.S
      • Mostly college students and young professionals
      • 306,307 members in Boston alone
      • 253 groups about Vespa globally
      • Free business page : two-way communication and viral effects
    • Popular photo sharing site
      • Very active online communities
      • 252 groups about Vespa
      • Thousands of photos tagged as Vespa
    • Screensavers and wall papers
      • Low cost, dynamic
  • The Photo Contest
    • Build up a Vespa Contest Group
    • Identify enthusiasts
    • Send out messages
    • Develop application
    • Vespa Cartoon photo customization
    • News feed viral distribution
    • Cartoon style photos from Facebook
    • Real photographing artwork from Flickr
    • Produced based on top 100 winners
    • Downloading links posted on both sites
    Screensavers and wall papers Vespa Micro site
  • Rewards
    • Top 1000: A free T shirt (designed by Vespa)
    • Top 100: A free T shirt (printed with their own photos)
    • Top 2: A free Vespa LX 150
    They become Vespa’s moving ads.
  • Marketing Time Frame and Budget Slightly Heavy Slow down Heavy December New Year Early March
    • Market: Boston
      • Seniors rank number 3, among the top
      • 10 markets for number of retirees.
      • Seniors make up a nearly third of the Boston population
      • newspapers advertisement prompted the seniors for a store visit
    • Media
      • Newspaper
      • Online Newspaper
      • Magazine
    Targeting Older Market
  • Newspaper Scarborough Research
    • Boston Globe (Audit Bureau of Circulation)
    • Metro Boston
    • Different Sections and Features
    • General
        • Arts and Entertainment
        • Travel
        • Education
    • Retail
  • General Rates
    • Ads must measure 3 columns by 10.5 inches
    • This special position is ideal for high end goods: apparel, travel, automotive and technology.
    • Advertisers reserving space on this page will pay a 15% premium on their existing rate
  • Metro reaches nearly 250,000 people daily, mainly the commuter riders Metro Boston
    • Boston.Com
    • Reaches 4.4 million visitors
    • Contextual targeting matches the audience
    • Different Sections
    • News
    • Business
    • Sports
    Online Advertising
    • Beltway
    • The Beltway is one of four ads appearing above the fold on Boston.com's homepage as well as in their main Sports page
    • Pixels: 170x65
    • Max. File Size: 4K max
    • Animation: Static
    • Rich Media: No
    • Third Party: No
    • Location: Boston.com homepage; Sports homepage
    • Half-page Ad
    • The Half-Page Ad, as its name suggests, takes up half of article pages.
    • Pixels: 336x850
    • Max. File Size: 60K
    • Animation: Up to 30 seconds
    • Rich Media: Yes
    • Third Party: Yes
    • Location: Article pages
    • Notes: Expandable ads can expand up to 504x800
    Ad Specification
  • E-magazine- Environment Friendly Magazine
    • E-reader Survey
    • Female readers: 64%, Male: 36%
    • Age group from 40-44 and 50-54
    • 48% of the e-readers who currently own or intend to buy environment friendly products
    • 74% of e readers included fuel efficiency as a factor in purchasing a vehicle
    • 30% of e readers are presently considering the purchase of a new vehicle
  • Part Four Other Marketing
  •   I Product placement in movies and shows   II Cause-related sponsorship III Sales promotions and events Other Marketing Strategies
  •   A number of celebrities and filmmakers are seen on Vespas (e.g. Jerry Seinfeld, Robert De Niro, Kirsten Dunst, Andy Dick, and Lenny Kravitz).   Vespas are showing up in the movies and television shows (e.g. Diane Lane's in "Under the Tuscan Sun" and Hilary Duff in "The Lizzie McGuire Movie."  
  • Two "Ugly Betty" cast members, Ana Ortiz and Michael Urie at the Environmental Media Association Awards, held on 10/24/07, showing their love for Vespas! Hayden Panettiere modeling a Vespa GTS:
  • Vespa's Go Green Challenge
    • A chance to win one of three scooters
    • Create a video about the economic and environmental benefits related to the use of a scooter
    • Play Video
    • Piaggio will sponsor another video contest (asking people to demonstrate their love for Vespa scooter)
    • Piaggio will sponsor a contest to find the “Best Vespa parking spot” (the crazier the location, the better)
    Future Promotional Contest 
  • Sales Promotions 
    • Pizza delivery services and other food delivery services
    • Offer scooters at the price of 5 for 4.
    • Special pizza carriage installed at the back of the scooter 
    • Gap clothing stores are offering a chance to win Vespa  
    • Partnering with Credit Card companies (AMEX, Discover) to offer a Vespa scooter in exchange for miles saved up on a credit card
    •   Cause-related Vespa sale
    • Pink Vespa for Breast Cancer cause
    • Red Vespa for AIDS cause
    • Thank you for your precious time!
    • Any questions or comments?
    • Or, go and buy a Vespa…