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DODGE CHALLENGER FINAL PDF
- 1. DODGE CHALLENGER KAPLAN THALER GrayceLarson, Christina Lopez, Kristie Lee, Kelly McCarthy, Connor McCloskey, and Cat McIlwraith Unleash Your Inner Demon
- 2. WHY KAPLAN THALER? 1.We have had lots of experience creating success ad campains for many different companies. Here are a few examples: 2. We invest time into your brand and are eager to listen to imput and feedback. 3. We love your car, and because of that, our goal is to help you succeed as much as possible. THESIS STATEMENT With the car market expanding, it has become harder to stand out amongst the competition. As your advertising consultants, we are dedicated to creating unique and memorable advertisements for the Dodge Challenger. 2 3
- 3. THE CAMARO OUR COMPETITION IN ORDERFOR US TO PROPERLY ADVERTISE THE CHALLENGER, IT IS IMPORTANT TO LOOK AT OUR COMPETITION. THIS WILL HELP US TO BETTER EXAMINE OUR STRENGTHS AND WEAKNESSES. • Parent Company: General Motors • First Generation of the car (1967-1970) •Was based on Chevy’s compact Nova • Second Generation of the car (1970-1981) • This new model was inspired by Ferrari • Was also bigger, heavier and no longer available as a convertible • Third Generation (1982-1992) • Fourth Generation (1993-2002) • In this generation, the convertible Camaro returned with the 1994 model year • Fifth Generation (2010-Present) • The retro styling borrows from the 1969 Camaro SINCE THE CHALLENGER IS CONSIDERED A “MUSCLE CAR”, ITS LARGEST COMPETITION INCLUDES THE CHEVY CAMARO AND THE FORD MUSTANG. BELOW IS AN IN-DEPTH ANALYSIS OF BOTH CARS. 4 5
- 4. •Parent Company: Ford •In 1962 Lee Iacocca, then General Manager of Ford Motor Company, challenged his design team to create a car that could be driven "to the country club on Friday night, to the drag strip on Saturday, and to church on Sunday." • April 17, 1964 first shown in World Fair at NY • Went to sale that same day • Priced at 2,368 • First generation, lasted until 1966 • Sold over a million units in first 18 months • Second Generation: 1967-1968 • Bullitt era Mustang, wider longer, with bigger engines • Third Generation: 1969-1970 • Grew in size and weight • Fourth Generation: 1971-1973 • Fifth Generation 1974-1978 • Smaller, known as Mustang ll. Outsold Generation 4 • Sixth Generation 1979-1993 • Fox bodied car introduced • Seventh Generation 1994-1998 • Improved fox body, called the Cobra • Eighth Generation 1999-2004 • Exterior made over, interior and shape the same. • Fastest ever with new engine • Ninth generation 2005-present • Original proportions and design of the ‘67-‘69 Mustangs THE MUSTANG PAST CAMARO ADS PAST MUSTANG ADS 6 7
- 5. THE CHALLENGER: WHO WE ARE& WHAT WE DO BEFORE WE CAN ADVERTISE THE CHALLENGER AFFECTIVELY, WE MUST KNOW AND UNDERSTAND EVERYTHING ABOUT THE CAR. IN THE NEXT FEW PAGES, WE WILL SHOW AN IN-DEPTH ANALYSIS OF WHAT THE CHALLENGER REALLY IS. $146.9 B FINANCIAL COMPARISONS Chrysler Ford GM 2013 2012 2011 2010 2009 $72.0 B $65.8 B $55.0 B $41.9 B $17.7 B (Jun-Dec) $134.3 B $136.3 B $128.9 B $118.4 B $155.4 B $ 152.4 B $150.3 B $ 135.6 B $104.6 B Company FINANCIAL PERFORMANCE: MARKET SHARE: Car Model Dodge Challenger Ford Mustang Chevrolet Camaro TOTAL: 51,462 77,186 80,567 209,215 24.6% 36.9% 38.5% 100% Units Sold 2013 Market Share 8 9
- 6. PARENT COMPANY TIMELINE: CHRYSLERIS FOUNDED BY DETROIT INDUSTRIALIST WALTER P. CHRYSLER 1925 CHRYSLER BUYS AUTOMAKER DODGE BROS. AND INTRODUCES THE PLYMOUTH & DESOTO LINES. WALTER CHRYSLER IS ALSO NAMED TIME’S MAN OF THE YEAR. 1928 1938-41 CHRYSLER ENJOYS FOUR STRAIGHT YEARS AS THE WORLD’S #2 AUTOMAKERS, BEHIND GENERAL MOTORS. CHRYSLER’S HISTORY WITH AUTO PRODUCTION SHUT DOWN FOR WORLD WAR II, CHRYSLER PLANTS PRODUCE SHERMAN TAKNS AND OTHER MILITARY VEHICLES. 1942-45 1979-80 2008 WITH THE COMPANY NEARING A FINANCIAL COLLAPSE, PRESIDENT BUSH AGREES TO LEND CHRYSLER $4 BILLION. CHRYSLER IS RESCUED FROM BANKRUPTCY BY CONGRESS AND PRESIDENT CARTER WHEN CARTER SIGNS THE CHRYSLER LOAN GUARANTEE ACT, WHICH PROVIDED $1.5 BILLION IN LOAN GUARANTEES. 10 11
- 7. THE FIRST CHALLENGERIS SOLD. THE COMPETITION AT THE TIME WAS THE FORD MUSTANG AND THE PLYMOUTH BARRACUDA 1971 THE CHALLENGER WENT OUT OF PRODUCTION DUE TO DROPPING SALES. 1974 THE CHALLENGER WAS REVIVED BY THE JAPANESE. 1978-83 TIMELINE OF THE CAR THE CHALLENGER’S HISTORY THE CURRENT GENERATION OF THE CHALLENGER IS CREATED 2008 THE CHALLENGER WILL BE RELEASING THEIR NEW DODGE CHALLENGER SRT BARRACUDA 2015 12 13
- 8. SWOT ANALYSIS OF THECHALLENGER GENERATIONS OF THE CHALLENGER FIRST... SECOND... THIRD... • 4 hardtop models were sold • Challenger Six, Challenger V8, Challenger T/A (1970 only) and Challenger R/T with a convertible versiion available only in 1970 and 1971 • Revived in 1978 for a version of the early Mitsubishi Galant Lambda coupe • Dodge emphasized its sportiness when advertising Debuted on Feb. 6, 2008, was listed at $40,095 Models include: 2008: • Challenger 500 (only sold in Canada) • SE (base model) • SXT (only sold in Canada) 2009: • E, R/T, SRT8, and the SXT in Canada only 2011: • SE, R/T, SRT8, Challenger 392 2012-2013: • SXT, SXT Plus, R/T, R/T Plus, R/T Classic, SRT8 Core, & SRT8 392 1st 2nd 3rd STRENGTHS WEAKNESSES THREATSOPPORTUNITIES • Classic American pony and muscle car • Dodge Challenger R/T is the lowest priced V8 Coupe in America • Consistent growth in the unit sales strengthens the market position. • Chrysler lost $690 million for its first quarter on ex- penses related to a debt payment for Fiat. • United Auto Workers union healthcare expenses has created more debt for Chrysler. • Presence in global auto- motive market. • Possible benefit from the growth in demand for hybrid vehicles. • Chinese automotive industry • Tesla: It is the most fuel efficient sports car. • Increase in raw materials & environmentally friendly laws can potentially pose threats to the Challenger. 14 15
- 9. ADVERTISMENTS FROM THE PAST We belivethat it is important to use past advertisements as a resource and tool, in order for us to understand this company’s history better. THE ‘70S This advertisement shows a red Dodge Challenger in an open grass field. It apears that this ad was placed in a magazine publication due to the heavy text under the picture. The ad’s setting has a rural mid-west style. 16 17 A red Dodge Challenger is shown in a rural area on an empty, winding road. Due to their target demographic, which is mainly younger men, Dodge included an attractive blonde sitting on the hood of the car to help add sex appeal. Overall, this ad incorporates its American routes by boldly stating that the Challenger is the only new 1970’s car. The advertisement features a red Dodge Challenger in the middle of a field in the country. It apparent that dogde is attempting to appeal to young, Midwestern American men because they have included another attractive sitting below the car. While this ad features little text, the slogan is effective.
- 10. THE EARLY ‘80S2008 - NOW This print advertisement uses entertaining sayings to increase interest in the car and give a funny undertone to the overall feel of the ad. By showing the Challenger in action, Dodge is demonstrating why it should be thought of as an adult toy. The advertisement seems more mature in- stead of childish due to the calm colors being used and the serene back- ground. This advertisement was used to celebrate Dodge’s 100 year anniversary. The focus of this ad is elders passing on their wisdom to the next generation. Instead of sticking to the normal “Learn from your mistakes” advice, the advice that is given is more along the lines of “Be a Bad Boy”. This approach demonstrates that learning from your elders is important, because they know that the Challenger is the best. 18 19 Dodge displays the Challenger in this ad with a dark black gradience into grey. There is an emphasis on the collabora- tion of Chrysler and Japan’s Mitsubishi motor company as they save Chrysler from going under. During the 80’s there was a major shift in smog regulations and spikes in insurance premiums killing off the stylish and fuel guzzling Challenger. Dodge attempts to stay relevant in this dark age, but struggles similarly to their competitors. Dodge re-introduces the their Challenger with the help of Mitsubishi. This print advertisement focuses on the technological advances from their collaboration with the Japanese auto industry. The green and red lights in the dash board, highlighting the sleek new look and innovative design. This ad does a great job of putting the viewer behind the wheel and shifting their eyes to the horizon of the body of the car.
- 11. SO, WHAT’S NEXT? thisis where we’ve been as a compa- ny insert picture of 1971 try to make this on next page OUR PERSONAS NOW THAT THE CHALLENGER’S HISTORY IS ESTABLISHED, IT IS TIME TO EXPAIN OUR ADVERTISING CAMPAIGN. OUR ADVERTISING CAMPAIGN IN ORDER TO UNDERSTAND OUR TARGET AUDIENCE BETTER, WE HAVE CREAT- ED THREE PERSONAS THAT WE WILL BE AIMING TO REACH IN OUR ADVERTISING CAMPAIGN. 20 21
- 12. MEET COLE WHO ISCOLE JACKSON? Age: 16 Gender: Male Height: 6’1 Weight: 210 lbs Annual Income: $5,000 Marital Status: Single Educational Status: High School Citizenship: US Citizen Religion: Catholic Political Party: Republican - Lives in Raleigh, North Carolina. Population of the city: 423,100. - Attends South Mecklenburg High School. - Hopes to go to University of North Carolina. - Works as a lifeguard at the Ra- leigh Country Club, where both of his parents are members. - Is an only child. - Is considered a “jock” amongst his peers. - Watches MTV and Family Guy. Cole is currently driving his mother’s old car. He recently celebrated his 16th birthday. Coming from a wealthy family, Cole is expecting a new car that is bold and makes him look as cool as he thinks he is.22 23
- 13. MEET HARVEY WHOIS HARVEY SMITH? Age: 25 Gender: Male Height: 5’10 Weight: 160 lbs Annual Income: $62,000 Marital Status: Single Educational Status: Bachelor’s Degree in Business from the University of Colorado, Boulder. Citizenship: US Citizen Religion: Jewish Political Party: Democrat Occupation: Insurance Broker - Lives in Denver, Colora- do, with a city population of 650,000. - Was named “Class Brain” in high school. - Comes from a middle class family. - Is the youngest of three children. - Enjoys watching The Daily Show with Jon Stewart and Sherlock . All of his life, Harvey has lived by the rules. Sometimes, he feels like his life is too basic. Now that he is out of college and has a full-time job, Harvey wants to treat himself to a new car. To make his life more interesting, he is looking into buying a muscle car.24 25
- 14. MEET DON WHOIS DON MASON? Age: 47 Gender: Male Height: 5’9 Weight: 160 lbs Annual Income: $71,190 Marital Status: Divorced Single Educational Status: Bachelor’s Degree in Finance from University of Texas. Citizenship: US Citizen Religion: Agnostic Political Party: Republican Occupation: Stockbroker - Lives in Dallas, Texas in a two bedroom apartment, with a city Population of 1,241,162. - Spends his weekends with his 17 year-old daughter or watching a Dallas Cowboys game with his college buddies. - His father owned a Challenger when he was younger. - Listens to country radio. - Enjoys watching The Amazing Race. Some would describe Don as going through a midlife crisis. Due to this, he wants to get back his younger days. Growing up, Don’s father owned a Dodge Challenger, which is why he is looking into buying one for himself.26 27
- 15. OUR CREATIVE BRIEFWILL EXPLAIN THE SPECIFIC ELEMENTS AND STRATEGIES OUR ADVERTISING CAMPAIGN WILL CONSIST OF. CREATIVE BRIEF: OUR OBJECTIVES: 1. Raise our market share by 6%. - By raising it 6%, we would have 30% of the market, which is almost a third of the consumers. - With good advertising, we believe that this number is reachable. 2. Making people aware of the power behind the Challenger - Advertise the Challenger that would at- tract our personas. - Differentiate the car from its compeitors. - Men, ages 18-49. - These men are striving to stand out, because they are “common” or “ordinary” people. - Seeking the American dream; have a loyalty to american cars. OUR TARGET AUDIENCE: 28 29
- 16. Our tagline forthis campaign is “Unleash Your Inner Demon”. With that, we hope to create a feeling of re- belling against comformity and, at the end of the day, making the driver feel as though they are a badass when they are behind the wheel of a Dodge Challenger. With that being said, below are a list of ideas and design elements that we plan on using in order to create the tone of unleashing your inner demon. - Create the feeling of being an “American Rebel”. - Possible advertisement idea: “Redefining the American Dream with the Dodge Challenger”. - Create the feeling of becoming a “Successful Badass” when you drive the Challenger. - Another idea: “You’re proud of what you do. Be proud of what you drive.” - Stick with greys, blacks and reds for colors. - Make the car come across as bold and unique. THE TONE OF OUR ADS: OUR ADVERTISEMENTS NOW THAT OUR CAMPAIGN OBJECTIVES HAVE BEEN ESTABLISHED THROUGH OUR CREATIVE BRIEF, WE WILL NOW EXAMINE THE ADVERTISEMENTS WE HAVE CREATED. 30 31
- 17. ADVERTISEMENT #1: THESUMMER AD 32 33 The Advertisement is kick starting the campaign for the summer. It also could be used with summer promotions. The advertisement will be placed on billboards such as the 5 Freeway in LA, and the John Belk Freeway W. in North Carolina. It will also be placed on the side of a building “on the mall” by 16th Street Mall in Denver, Colorado.
- 18. ADVERTISEMENT #2: THEHALLOWEEN AD 34 35 This advertisement shows the Dodge Challenger's darker side. For our Hal- loween advertisement, we chose to put an all black 2014 Dodge Challenger in the middle of a haunted animated forest. For this fun advertisement we purposely chose to use blood red horror font say- ing, " there is a new demon in town." This slogan compliments our advertise- ment theme, "Unleash Your Inner Demon."
- 19. ADVERTISEMENT #3: THECHRISTMAS AD 36 37 This advertisement is to promote a holiday lease offer. If you lease a new 2014 Dodge Challenger, then you can upgrade and lease the new 2015 Dodge Challenger for the same price. If this ad runs we hope to have a snowy back- ground and also use a red Challenger with a black bow in order to fit our big idea of releasing the inner demon better. This will be the last seasonal advertise- ment. Any other ads will either be our “Year-Round” ad or the “Horns” ad.
- 20. ADVERTISEMENT #4: THEYEAR-ROUND AD 38 39 For this advertisement, we hoped to capture the timeless magic that the Dodge Challenger offers. To properly accomplish our message, we got a black and white picture to give this advertisement its throwback look and feel. We purposely chose red font to match the main color of Dodge's logo. This straight to the point advertisement speak volumes to the Dodge Challenger's endless legacy as a true, American, rebels car.
- 21. ADVERTISEMENT #5: THE“HORNS” AD 40 41 #UnleashYourInnerDemon Dodge Challenger Unleash your Inner Demon with the Dodge Challenger. This print advertisement highlights the muscle car's bold and intimidating face. The bright red lights illuminate the monster inside of the engine that is trying to emerge from the car. The red lights will cast a light trail creating the horns, which plays off the Dodge Ram brand logo, ending in a devil horn form. The devil horn finish promotes the unleashed demon idea. This ad will be an all year round ad used for multiple mediums. This ad highlights the campaign's Big Idea of #UnleashYourInnerDemon with the soul captivating eyes. The red headlights evoke the demon within our consumer to drive on the wild side of the road. The ad would ideal be over a black backdrop to compliment the dark side tone throughout the campaign.
- 22. COMMERCIAL ADVERTISEMENT 42 43 Setat night in the LA canal in 1969. Two teenagers standing next to the first model of the Challenger. Friends are waiting to see the guy unleash the power behind this new car. An attrac- tive girl is standing by waiting to watch, she gives the guy a kiss on the cheek, blushes. The car starts speeding down the canal, splashing through puddles, the car changes to the 1978 model The car goes through a tunnel. The engine roaring echoes through the tunnel, sounds like a demon growl. When the car emerges from the tunnel, it is the new, revamped 2008 model. A new take on a classic muscle car. The new LED lights illuminate the road ahead. Car speeds past the camera, it tracks the car down the canal, lights showing the endless road ahead. Car drifts to a sudden stop in front of the camera, it is the 2015 model. The dodge logo pops up at the end with the tagline "Un- leash your Inner Demon." 1 2 3 4 5 6
- 23. CAMPAIGN EXECUTION NOW THAT OURADVERTISEMENTS HAVE BEEN CREATED, IT IS TIME TO LOOK AT HOW WE PLAN ON EXECUTING THE OVERALL ADVERTISEMENT CAMPAIGN. AD PLACEMENT As seen above, we have already created specific places where we believe each of the above advertisments should be located. However, we understand that the client has the say as to where the advertise- ments should be placed. So, we decided to create advertisements that are versatile and could be placed in any medium. Below is a brief description of where we believe any of these advertisements could be placed to reach our target audience. Magazines - Time - People - ESPN - Game Informer - Motor Trend Newspapers - NY Times - LA Times - Washington Post - Chicago Tribune - Dallas Morning News Billboards - LA on the I-5 Freeway: where the I-5 and and the I-10 meet - Charlotte, North Carolina: on John Belk Freeway West, by the Bank of America Stadium - Denver, Colorado: on the side of a building “on the mall” by 16th Street Mall - Atlanta, Georgia: on the side of a building on the 75 Freeway, by North Ave NE - Chicago, Illinois: West Addison Street and North Sheffield Ave, by Wringly Stadium44 45
- 24. POSSIBLE PARTNERSHIPS Since our campaignis about “unleashing your inner demon”, we decided that a good company to partner up with is the energy drink, Monster. We chose this company because we believe that our target audi- ence, specifically Cole Jackson, would be interested in drinking a Monster. Furthermore, since we want to promote living life in the “fast lane,” we thought that partnering up with an energy drink that is all about an energy pick-me-up was the perfect partnership. Specifically, we thought that having a conversation over Twitter with Monster would help to further pro- mote the partnership. 46 47
- 25. SOCIAL MEDIA ISOUR FRIEND In order to fufill our objectives, we want to use social media as a tool. We believe that using social media can boost our sales as well as overall awareness of the Dodge Challenger. Below are a few sample Tweets that we could possibly use during this campaign. SAMPLE TWEETS 48 49
- 26. WE APPRECIATE YOURTIME AND CONSIDERATION REGARDING OUR ADVERTISING CAMPAIGN. WE ARE EAGER TO LISTEN TO ANY AND ALL FEEDBACK. WE HOPE TO WORK WITH YOU AND THE DODGE CHALLENGER IN THE FUTURE. IF YOU HAVE ANY FURTHER QUESTIONS ABOUT OUR CAMPAIGN, PLEASE EMAIL US AT KAPLANTHALERTEAM@GMAIL.COM THANK YOU REFERENCES 50 51 1. http://www.topgear.com/uk/photos/A-brief-history-of-the-Ford-Mustang-2013-12-04 i. A Brief History of the Ford Mustang ii. BBC Worldwide Ltd. iii. BBC Worldwide iv. December 5, 2013 v. This source was a helpful insight into the competitors history. It went through all of Ford Mustang’s generations. 2. http://www.edmunds.com/dodge/challenger/history.html i. Dodge Challenger History ii. Edmunds.com iii. Edmunds iv. no date listed v. This source helped to give us a detailed history of the Challenger, from it’s introduction in the 1970’s to current models. 3. i. Chrysler : the life and times of an automotive genius / Vincent Curcio. ii. New York : Oxford University Press, c2000. iii. Curcio, Vincent iv. 2000 v. This source gave us more in depth insight into the history of Chrysler. 4. i. The Wall Street Journal ii. Dow Jones & Company iii. Christina Rogers iv. May 12, 2014 v. This article helped better understand where Chrysler Company is today in the economy to best describe the SWOT analysis.
- 27. 5. i. The WallStreet Journal ii. Dow jones & Company iii. Joseph B. White iv. April 24, 2014 v. This article helped better understand where Chrysler Company is today in the economy to best describe the SWOT analysis. 6. http://www.musclecarclub.com/musclecars/dodge-challenger/dodge-challenger-history.shtml i. Dodge Challenger History ii. Muscle Car Club iii. Not available iv. Not available v. This article gave us detailed history about the makes and models of the Dodge Challenger in the 1970’s. 7. http://www.edmunds.com/chevrolet/camaro/history.html i. Chevrolet Camaro History ii. Edmunds.com iii. Edmunds iv. No date listed v. This source was a helpful insight into the competitors history. It had a detailed listing of all of the Chevrolet Camaro generations. 8 i. Dodge Challenger & Plymouth barracuda ii. Motor Books iii.David newhardt iv. September 18, 2000 v. This helped with the main history notes and background about the pony car and Dodge's response with the Barracuda and Challenger. REFERENCES 9. “Earnings Releases - Quarterly Reports & Financial Releases | GM.com.” Publisher: GM Author: GM Date Published: April 2014 This website was used to find GM’s financial earnings and to figure out how many Cameros were sold. 10. Chrysler Group LLC Reports Audited Financial Results for the Period From June 10,2009 to December 10, 2009 Publisher: Chrysler Group Author: Chrysler Group Published: January 2010 We used this website to get the financial results for Chrysler for 2009. 11. GM and Ford Publisher: Market Watch Author: Market Watch Date Published: Continuously updated We used this website to double check the financial earnings of each car company (GM and Ford). 12. “Financial Reports and SEC Filings.” Publisher: Ford Author: Ford Date Published: Jan 2013 This website was used to find Ford’s financial information. 13. Financial Results Publisher: Chrysler Author: Chrysler Date Published: May 2014 This website was used to find Chrysler’s financial information. REFERENCES 52 53