Final presentation345

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  • 1982 The multi-purpose platform of the Hummer brand has offered mobility, speed and agility for those in the U.S. Army, Marine Corps, Air Force and Navy, both domestically and internationally since 1982. 2005 -Aware of rising gas prices and the demand for a mid-size SUV version of the H2, GM designed the H3. Hummer has already proven that the possibilities are endless. Needless to say the Hummer brand is legendary to the eyes of the American people
  • Final presentation345

    1. 1. What can you do with “The Power of Possibility”?
    2. 2. from the U.S. Army 1982 to the American family 2010
    3. 3. RESEARCH
    4. 4. SWOT ANALYSIS Strengths • Strong sense of community between owners • Brand loyalty to users • Commitment to community improvement • Unparalleled off-road capabilities • Bold design/styling • Customizability/versatility • Strong brand recognition • Excellent customer support
    5. 5. SWOT ANALYSIS Weaknesses •Low gas mileage •Horrible public image beyond owners •Not perceived environmentally friendly •Potential for minor visual impairments •Interior discomfort for some users
    6. 6. SWOT ANALYSIS Opportunities •New ownership could lead to new direction •New market segments •Frugal fatigue •Loss of reliability in Toyota •Potential hybrid capabilities •New promotion and brand awareness
    7. 7. SWOT ANALYSIS Threats •Potential for terminal cease in production •Current economic recession •Competitors outside of our price range •Environmental extremists •Saturated mid-size SUV market
    8. 8. CAMPAIGN STRATEGY
    9. 9. CAMPAIGN STRATEGY
    10. 10. THE EVOLVING FAMILY• 40-55• Both male and female• Married• Have Children• Making at least $100,000• Active or think of themselves as active• Reside in South/Midwest• Looking for a safe vehicle• Enjoy traveling/road trips
    11. 11. THE TRAILBLAZER• Age 25-34• Both male and female• Unmarried $75,000-$99,000• Active• South/Midwest• Enjoy traveling/road trips• Appreciate versatility• Health Conscious
    12. 12. THE CORPORATE BUYER• Stable and willing to dedicate necessary funds• Preferably holds automotive manufacturing experience• Recognizes possibility for increased brand value
    13. 13. CREATIVE PLAN
    14. 14. THE POWER OF POSSIBILITY?• Slogan THE POWER OF POSSIBILITY• Tagline – The Power of Possibility: The Power of H3
    15. 15. WHAT DOES IT MEAN?• Theme –evokes the idea that when you believe in yourself and your own ability, you can achieve anything and make any dream possible
    16. 16. WHAT DOES IT MEAN?• The Message – H3’s superior ability and versatility instills the power of possibility into its users – H3 drivers have limitless possibility as to what they can do in their vehicle and what their vehicle can do for them
    17. 17. WHAT DOES IT MEAN?• The Message – inspires them to push the possibilities of convention – provides them with the confidence and tools to rise above any situation – empowers them to take on new challenges
    18. 18. STRATEGY• does not focus on specific product features of the H3• aims to develop the Hummer lifestyle• showcase the many rewarding aspects which come with it• campaign depicts individuals using H3 as intermediary between the everyday and the active, exploratory possibilities of their Hummer lifestyle
    19. 19. AFTERNOON ADVENTURE SERIES
    20. 20. AFTERNOON ADVENTURE SERIES
    21. 21. OFF-ROAD CONNECTION AP
    22. 22. BILLBOARDS
    23. 23. POWER OF POSSIBILITY: DAY DREAMERS
    24. 24. POWER OF POSSIBILITY: HEROES
    25. 25. MEDIA PLAN
    26. 26. MEDIA STRATEGY• Pulsing• Timing• Duration• Reach & Frequency
    27. 27. REGIONAL EMPHASIS Detroit, MI Chicago, IL Memphis, TN Dallas-Fort Worth, TX Atlanta, GA
    28. 28. NON IMPACT MEDIA BUDGET
    29. 29. IMPACT MEDIA BUDGET
    30. 30. PR & PROMOTIONS PLAN
    31. 31. OBJECTIVES Maintain Emphasize Engage Focus Boost Increase
    32. 32. PROGRAMS, EVENTS, PROMOTIONS• Campaign will run for six months— March through August• Coordinate with the media and creative plan• Focus on smaller specific target markets
    33. 33. PR EVENTS & NON-TRADITIONAL MEDIA• iPhone Application, Off-Road Connection• “Customize Me-H3” Contest• Hummer H3 Launch Party: Road to Possibility
    34. 34. CAUSE-RELATED MARKETINGH3 Hummer Helps: The American Red Cross and Hummer Event• Rena Salomon, Spokesperson• Sat Aug 27, 2011—Millennium Park, Chicago• Supplies drive for disaster relief• Performance by Blues Traveler
    35. 35. GUERILLA MARKETING• Hummer Ambassadors Viral videos to promote new campaign• Hummer H3 Interactive 5 City Drop Memphis, Detroit, Dallas, Chicago & Atlanta
    36. 36. INTERNAL PROGRAMMING• The HUMM: Internal Employee Newsletter:• Employee Appreciation Day• Employee Awards for Outstanding Community Service
    37. 37. CONCLUSION?

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