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IMC Plan of Chevrolet Camaro
- 1. IMC PLAN- CHEVROLET CAMARO PRESENTED BY MRUDULA SWAMY PRAGYANJALI JALA J BHARADWA J GAURAV KUMAR MAMPI BISWAS
- 2. TARGET AUDIENCE DEMOGRAPHIC The market for this car is only the private consumer buyer and corporate buyers. The former is the most important market. The consumer can be male or female between 30 and 50 years old. The consumers are either single or married with a career. They are well educated and well informed adults with a knack for speed, thrill and adventure. They belong to AB Socio- economic segment i.e. they belong to upper middle class who are not ready to purchase but are also able to pay more for it. There are chances these consumers might already own a sports car or something similar. PSYCHOGRAPHIC Performance driven- • consumers look for the ideal combination of high fuel economy and sports car. • highest usage of print media, espesicaly car magazines . • In case of television Sports channel like Star sports, Sony ESPN . Technology driven- • interested in the world of latest technology and innovations . want to be the first ones to own the technology and embrace it. • highest usage of Print media especially magazines that cater to the innovation and technology segment • In case of television the most viewed channels can be Discovery channel, Sports channel and intensive use of internet.
- 3. COMMUNICATION OBJECTIVE SHORT TERM Increase the consideration of Camaro when planning purchase of sports car. To create a buzz in the target market regarding Chevrolet Camaro. To motivate the customers to find out more about Camaro. To educate the customers about Camaro. LONG TERM To aware the consumers about Chevrolet Camaro. To establish Camaro as a new age car, speed driven. To stimulate the interest and desire for Camaro in consumers.
- 4. STRATEGIC PLAN FOR COMMUNICATION- IMPLEMENTATION PLAN ADVERTISING • Broadcast media Adverising on Sports and technology oriented Channels • Print media Magazines especially that cater to Sports and Business • Display media Billboards near airport • Online Media Online advertisement
- 5. STATEMENT “Others fake it We make it” The all new Chevrolet Camaro “Live the speed”
- 6. Slingshot speed. Good looks Yes, it offers everything that you loved. One with 650horsepower, 10 speed paddle shift automatic married with elegant yet sporty body of 20inch forged aluminum wheels. A treat for sports car lover. Want to know how to park one in your garage? Meet the dealer Rediscover the Racer in you
- 7. MEDIA OBJECTIVE AND STRATEGY Printed Advertisements in Magazines They can be concentrated directly towards the target audiences. Youth, young sport athletes, young adults and sports enthusiasts who purchase these sport magazines will be attracted and curious about sport related articles. It has the ability to present detailed information and excite readers with eye-catching visual communication. Focusing on informing and alerting the public on our new product in the first 3 months will be main priority . Consecutively, 3 months of a 1 full page publicity on Camaro and upcoming launch event will be featured. Subsequently, alternate months of a 1 page advertisement will be published to have constant reminder for our audiences about the existence of the product, presence and influence. An editorial cover story write up will also be featured about the Chevrolet Camaro.
- 8. MEDIA OBJECTIVE AND STRATEGY PUBLIC RELATIONS Public relations, “the development and maintenance of good relationships with different publics” (Smith, 1997), are essentially information within an independent medium (e.g. magazine, newspaper) that occurred because a company provided them with those (e.g. press release). Public relations are useful because they enjoy a high credibility at a low cost, but the exact message cannot be controlled. This communication form will be of major importance for the Camaro campaign as many buyers draw their information from the media. Being represented, talked about in those will be an essential step in at least being considered as a choice.