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The future of holden marketing
- 1. THE FUTURE OF HOLDEN MARKETING CREATION, INNOVATION, INTEGRATION.
- 3. THE CURRENT SITUATION •Australians bought a record 1.1 million cars in the year of 2015 •Holden was one of only a few car manufacturers to have falling numbers of sales. •The misalignment of Holden’s marketing messages
- 4. MESSAGES SENT BY HOLDEN • Holden leaving its production in Australia
- 5. ANOTHER MESSAGE • Use the testing grounds as an example
- 6. HOLDEN’S GRASS ROOTS SPONSORSHIP
- 7. THE REVISED PROMOTION PLAN FOR HOLDEN MARKETING Graduate Program • Begin a new graduate program, for people leaving university to enter the organisation Social Media • A social media campaign to demonstrating how Australian use Holden cars in their everyday life.
- 8. THE HOLDEN AUSTRALIA GRADUATE PROGRAM • Young Australian’s being involved in the design of the cars • Focus on the relationship with Australian folklore. • Anybody can say that they make cars for Australia,
- 9. THE DIGITAL CAMPAIGN • Utilize the Holden sponsors through the medium of digital media. • The digital campaign needs to stand out and put forward the same message. • Grow the personality of the brand in relation to these sponsors • Secondly, demonstrate the brands commitment to the future (tech, and stuff)
Editor's Notes
- Hi, My name is John and I am the Head of J.R. PR. Just to begin by telling you a little about us. The business began in 1995 in Sydney, but soon after that the operations were transferred to Tasmania on the basis the car takers of the time believed there would be more opportunity in the emerging island economy. Since that time J.R.PR. Has been applying its skills to a range of tasks such as representing the public school system of Tasmania With our general strengths being
- The Federal Chamber of Automotive Industries said 1,155,408 new vehicles were reported as sold last year, up 3.8 per cent on the previous year and up 1.6 per cent on the previous record of 1,136,227 set in 2013. Outside the Top 10, the biggest improvers were luxury brands, with most posting records. German car makers Audi (up 20 per cent), BMW (up 10 per cent) and Mercedes-Benz (up 14 per cent) all posted massive gains, with Mercedes-Benz beating its rivals by selling more than 30,000 vehicles for the first time in a calendar year. Super-luxury brands also posted massive sales gains, with Ferrari enjoying a record year (up 47 per cent) and Porsche (up 45 per cent) while Lamborghini tripled its sales from the previous year following a change in local distributors. HLDEN Ford and Holden were the only two among the Top 10 brands to post sales declines in the record market. People are not being convinced by the message Holden is sending because it conflicts with the action of the company. On one side, there are these messages that Holden is acting in the best interest of Australians and on the other side they are leaving the Australian consumer base feeling abandoned by the plans to no longer make cars in the country. This can be demonstrated by falling sales figures (Blackburn, 2016). Secondly, the tactics of promoting the brand similar to Mazda can be seen as overly defensive and has a tendency to neglect Holden’s opportunity to occupy its own part of the market. The digital side of the promotion is under-utilised in engaging with the target audience. Social media offers the perfect platform for Holden to demonstrate its relevance in Australia but it is simply not being communicated online.
- Holden has been pledging its commitment to the people of Australia to draw upon its proud history in the country, as well as a position shift within the market to demonstrate that Holden is future focussed (Motoring, 2015). As part of this, the values that emerge are technology driven, progressive and ambitious. So this message is trying to connect with a group of younger to middle aged people who share these values with a wide range of different product. In doing so the company has formally stated that they are trying to put forward the same message as Mazda (Motoring, 2015). One important change to the targeting of the Holden market is that they have wished to orient more of their cars designs towards female markets (Williams, 2016).
- Holden has been pledging its commitment to the people of Australia to draw upon its proud history in the country, as well as a position shift within the market to demonstrate that Holden is future focussed (Motoring, 2015). As part of this, the values that emerge are technology driven, progressive and ambitious. So this message is trying to connect with a group of younger to middle aged people who share these values with a wide range of different product. In doing so the company has formally stated that they are trying to put forward the same message as Mazda (Motoring, 2015). One important change to the targeting of the Holden market is that they have wished to orient more of their cars designs towards female markets (Williams, 2016). Lang lang testing ground
- Making people believe that the brand is embeddied in australian community. “Local sporting clubs are an integral part of the Australian way of life, much like Holden. That's why we've made a long term commitment to helping grassroots sport by giving local clubs the chance to upgrade their facilities with the Holden Home Ground Advantage project.”
- The overarching goals of such The brand has made a commitment to producing high tech futuristic cars that will be the best for Australian conditions. This is just the next phase in Holden’s relationship with the people. But the connection between holden and the Australian people is something that separates it from other brands and the loyalty that holden will demonstrate will be reflected by the people of Australia.
- The rationale for the program Another key element in the communication is Holden’s public relations. In 2015 they took a positive step by announcing Mark Bernhard, who is an Australian, managing director of Holden which was then published in the media (Dowling, 2015). There is an opportunity to expand on this type of public relations. With the company leaving its production here, there are obviously less jobs, Holden should be seen to be employing Australians and thus reaffirming its commitment to Australian jobs One way to do this would be to begin a graduate program across areas such as business, economics engineering and science in which the graduates will be working with the greater gm company to help design cars made especially for the needs of Australians. This works in two way. Firstly that holden is seen to still be employing auatralian and thus still part of Australian folklore As well as giving them an independent position in the market as being specifically designed by Australia for the purposes Australian needs them for.
- Important to tell the story of Holden’s on going participtation in the Australian narrative. To do this, holden needs to connect the brand to the people of Australia. First. Promote the ambassadors and sponsors and develop their identity online Secondly. Begin to take a happy snap of people driving there new holden off the yard and publishing them between both fb and insta with the chance of the people to win free gas for a year.