Created the marketing campaign with strategy and tactics to increase Chevy SUV sales by targeting at empty nesters, leveraging the connection of SUV and dogs to spontaneity and rediscovery of self.

1. “Finding New Trails”
Presented by:
Team: Yunqi(Angela) Zhang, Xintong(Joy) Zhou,
Peiyuan(Suki) Shao, Haley Omasta, Patricia Paz

2. Summary Activity Chart
Library/
Online
Research
20+h
Interview
with Chevy
Dealership
*2
Interview
with dog
owners *20
Weekly
Discussion
6*2h

3. Chevy SUV Overview & Brand DNA
American
Heritage
Durability
Innovation
Reliability

4. Market Analysis
2016 is the Year of SUVs
7.54％ Sales Increase
But 2016 is not the year of Chevy’s SUV
4% Sales Increase

5. Dogs Opportunity
- 54.4MM U.S. households are dog-owners
- 45% of Chevy Truck & SUV owners have
dogs
- 49% of dog owners will make their
purchase
- 56% of dog owners actively seek out cars
and trucks that can accommodate their
dogs
- 20% of dog owners plan to purchase a
new truck or SUV in 2017 (23% in 2018)
Dogs = Opportunity
Source: IAMS & Eukanuba, February 2015

6. Competitor Analysis
Dogs as “Best Buds”
Fun, upbeat, young
Dogs as “man’s best
friend” + “Life enrichers”
Responsible, emotional,
positively impactful
Dogs as The Family
Safe, Fun, Adventurous
Dogs As metaphors for Cars
Funny, lighthearted
Dogs as The Purchase Driver
Dog centric, tidy, not dog as
family
Dogs as Child Substitute
Bringers of Spontaneity!

7. Problem Identification
How does Chevy increase its SUV
sales by associating itself with
dogs while differentiating from
competitors?

8. Segmenting for Dog Owners
The
Naturalist
The
pamperer
The born again
mother/father
The
Adventurer
The
Dominant
The family
matters

9. Segmenting for Chevy Owners
Utility
Size and
Space
Comfort
Size and
Space
The
Adventurer
Power +
Control
“The
Conqueror”
Soccer
Moms
VAN/Wagon
Alternative
(Style)
Safety

10. Segmenting - The Adventurer
The
Adventurer
Emotional
Psychological
Physical
Social

11. New Opportunity (suggested to remove)
The Insight
Both children and pets provide charming spontaneity to the
everyday, and while kids grow independant, pets offer
ongoing surprise and delight of the unexpected to owners
lives
The Opportunity
Match SUV adaptability to the spontaneity and social aspects
of dog ownership to a generation seeking to re-find
themselves after children have left the nest

12. Consumer Insights
The departure of their children
from "the nest" leads to
adjustments in parents' lives to
reexamine their life. They
have the needs to start “an
exciting or remarkable
SPONTANEOUS
ADVENTURE” with their dogs.
Exploring new places
Hoping in your car with no
particular destination in
mind
Going out on your own
Conquering a new
challenge
Unimaginable Freedom
Community
Lifelong Care
Unknown Future

13. Target: Empty Nesters
66% of empty nesters indicate that now that the nest is empty, they are looking to pursue new adventure.

14. Target: Empty Nesters
◉ Male and females aged 45-60 years old
◉ Have dogs / want dogs / love dogs
◉ Needs: “want more free time”, “more time with
significant other” and “focus on self”

15. Target: Persona
- Laura Smith, 49 old years old, female.
- Lives in the suburb of Dallas.
- Her daughter works in San Francisco, and her son
just graduated from high school and went to the
college in Boston.
- She has a 6-year-old golden retriever Belle.
- She is experiencing the transitional time and
excited to have more personal time.

16. “
Objective
To increase sales of Chevy SUVs to previous SUV owners
entering the empty nest life stage by leveraging connection of
SUV and dogs as a path to spontaneity and rediscovery of self.

17. Objectives
Marketing Objective
Increase targeted Chevy
SUVs’ sales by 10% to empty
nesters who have previously
owned SUV’s and have or
support dogs and have the
needs to change a new car.
Behavioral Objective
To be included in the initial
consideration set by empty
nesters and gain a foothold
of perceived relevance, to
ultimately drive purchase
Attitudinal Objective
To be perceived as the most
reliable, auto brand which
loves and supports dogs.
To be perceived as the
brand which best helps
empty nesters champion
their new-found social
independence

18. “Finding New Trails”

19. The umbrella campaign:
“Finding New Trails”
These people are re-finding themselves and looking for a social outlet.
Chevy wants to provide new found freedom with social and
experiential outlets, starting in a grassroots fashion from dealerships
and folding out to national reach and support from the Chevy brand
name.

20. Brand Positioning Ladder
Emotions & Values
Benefits
Features

21. “
Positioning Statement
To empty nesters who are aged from 45 to 60 who love and
support dogs, Chevy is the brand of dependable SUV that helps
them explore the fun of their new life with companionship of
their dogs. (Haley, please help us with wording! )

22. Core Message
“Hey, you’ve got different passengers.”
“START your NEW life!”
”New you, new car!“
“Explore the new journey with your dogs!”

23. Path to Purchase
Make target customers include Chevy
SUV in their initial consideration set by
giving effective triggers
Require close cooperation
with dealerships
Could have effective
Word of Mouth

24. Apertures
Seeking Entertainment
33-43 Hours/wk Avg.
89% of Empty-Nesters
23% post more than once a day
Social Outlet
65% use smartphones to
seek product information
77.5 M Readers
73% Female
32% Boomers
48.12 M Readers
81% Female
Median Age 51.5

25. Media Mix
One to Many
- Facebook group (e.g.
“The Empty Nesters
Community”)
- Posters at the
dealerships
- Public relations in local
communities where
empty nesters
aggregate
One to One
- Dealers’ communication
with customers
- Direct mails with ads
insert, invitation letter
to marketing programs,
etc.
- Emails with ads and
invitation letter
One to All
- TV commercials
- Newspaper ads
- Chevy official websites
- Outdoor billboards

26. Dealership Level Programs
Adventure Safety
Training + Supply
◉ Desire to care for
dogs as well as they
had kids
◉ Leverage
partnerships with
shelters
Supporting Chevy
Shelter Volunteers
◉ For volunteers
registered to walk
dogs for shelters
○ Branded seat
protectors
◉ Offer to loan an
extended cab for
groups who walk
together
Sponsor Dog Park/
Hiking Trails
◉ CSR
◉ Community
presence for
competing
dealerships
◉ Offers outlet for
social activities for
target
◉ Offers a space to
get drivers in
Chevy’s
Local Shelter
Partnerships
◉ Partner with local
shelters
○ Grassroots
◉ “Walk your talk”
○ 3.9 M dogs
enter shelters
annually
○ Greater
purpose +
Connection
Community Outreach Bringing it to the Dealership

27. National Level Programs
New Leash on Life
Partnerships
◉ Partner with
○ Pedigree
○ Petfinder
◉ Aligned target market
◉ Partner with
○ Intellilink/Onstar
○ Dog Centric GPS Plug-in
“Finding New Trails”
Advertising
◉ National Ad Campaign
○ Social
○ T.V.
○ Print
#FindingNewTrails
Challenge
◉ New Model Raffle
○ Pictures of getting
out and doing what
you love
○ Check in at Chevy
GPS locations
◉ Show shelter Dogs the
Chevy way
Partnerships Advertising Engagement

28. Marketing Programs
Walk Dogs by
Chevy
Invite empty nesters
to go hiking trails to
walk their dogs or
shelter dogs by
driving their cars or
Chevy SUV (a sneaky
way of test drive).
Bring Chevy to
You
Bring Chevy SUV
models to the places
where dog
owners/lovers
aggregate like dog
beach with dog
related gifts.
Customers can know
more about Chevy’s
passion towards dogs.
Test Drive with
Your Dog
Invite empty nester
dog owners to test
drive Chevy with their
dogs.
Chevy Dog
Carnival
Invite empty nesters
to the local dealership
to attend the Dog
Carnival. The event
includes games,
contests, free photos,
free food (which
could cooperate with
dog food brand).
All programs encourage customers to take pictures and post them with hashtag #FindNewTrails
on social media.

29. Implementation Schedule
Dealerships National
Partner With Local
Shelters
● Dog Safety
● Dog Test
Drives
● Annual
Donations
Dog Park
Sponsorship
● CSR
● Park and
Ride
● Partner with
Pedigree
● Petfinder
“New Leash on
Life”
National Ad
Campaign “Finding
new Trails”
● Social
● Television
● Print
In dash GPS
Adventure Finder
Plug in
#FindNewTrails
Challenge
● New Model Give
Away
● Show shelter
Dogs the Chevy
way
Seat Covers for
Chevy Shelter
Volunteers
● Borrow a
Chevy

30. Conclusion
WHY
HOW
WHAT
Sell more cars!
● Superior experience
● Enjoy everyday
unexpected moments
● Comfort
● Reliable
● Engineering
Affordability

31. “
Trigger
Awareness
Consideration
Initial/Active
Post Purchase
Experience
Moment Of
Purchase
Loyalty Loop
Kids moving out, driving need
to re-find themselves + Fill
Spontaneity Gap
Partnerships
● Petfinder
● CANWI
● PURINA
CSR by Dealerships
Advertising Efforts
By reaching out to this
“invisible” powerhouse Market
● Advertising Efforts
● Test drives in action
Continue relationship with GPS
add Ins, Facilitation of social
groups, and Parks
Doggie Test Drives
Providing harnesses &”seat
belts”

32. “
THANKS!
ANY QUESTIONS?