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EV smartcar Marketing Campaign 2012

The document provides information on a marketing campaign for the launch of the new 2013 smart electric drive vehicle in the United States. The objectives of the one-year campaign are to increase brand awareness and generate sales of 5,000 units. The campaign will include a teaser phase, plug and play contest, launch event, and post-launch engagement over social media. Research was conducted on electric vehicles, competitors, and target markets in major cities. The communication idea is "Plug in the fun...Geek it out" to position the smart electric drive as a fun and innovative vehicle for tech-savvy urban consumers.

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smart electric drive campaign 2013
the situation
Why are we here? Reason: Launch of the new smart electric drive in Q1 2013 across the U.S. Overall Objectives: 1. Increase brand awareness 2. Generate sales of 5,000 units Timing: One year campaign smart electric drive campaign
the research
Industry Car Industry: • Highly competitive Electric Vehicles: TESLA MODEL S • Energy efficient driving trend • Gasoline prices rising • Battery life improving • Improvements in vehicle fuel efficiency • High prices remain compared to ICE cars • Hybrid = Gas + Battery • Safety issues will get closer scrutiny • Appetite for smaller cars • Establishment of a charging station network
Competition Tesla Model S Coda Sedan Nissan Leaf Fiat 500e Honda Fit EV Mitsubishi smart electric drive $25,000 i-MiEV $31,000 Chevrolet Spark $35,000 $389/month $36,000 $36,000 $38,000 Chevrolet Volt $39,900 Ford Focu EV$40,000 $59,350
Strengths Weaknesses Unique design & features Customization Internal Size Price Only convertible EV Ease of driving Crash tests Zero emission Fuel efficient – Cost effective Younger audience Dealership network Negative perception Limited interior space No back seat Not powerful Battery life /charging Low insurance & repair Awareness of charging infrastructure Attract younger audience External Target market extension to the cities Uncertainty of charging stations expansion Limited competition Trend towards eco-friendly Increasing gas prices Competitor EV & hybrid dealer network Electric ≠ Hybrid National increase in charging stations Electric cars still expensive Limited space in parking lots Fuel efficient ICE cars Opportunities Threats
Brand Pyramid Brand Core Values - User Friendly - Eco-Friendly - Convenience - Safe - Agile - Innovative - Convenient Brand Personality - Smiley - Fun - Unique - Responsible - Easy Going - Stylish - Intelligent Unique Enjoyable Eco-Innovation Express yourself No worries Love to drive Disable drivers guilt Smile Inducing Convenient Easy parking Safe drive Roam without hurting environment Save on running costs Eco-friendly / 100% electric car Tridion safety cell Compact size High MPG / longevity on charge
Trends Social Media Survey • Facebook • Twitter • Instagram • Questionnaire • Dealerships People care for: Online • Blogs • Articles • eMarketer • User Comments …but look for: Price ways to entertain themselves Safety incorporating technology in daily lives Size having a positive impact on the environment
target market
Where are they? 1. Los Angeles 2. San Diego 3. San Francisco 4. Portland 5. Seattle 6. Austin 7. Orlando 8. Miami 9. Phoenix 10.New York City
Who are they? Interesting Free Lifestyle Genius Stand out Unique Thinkers Tech Savvy Trendsetting Ambitious Innovative Environmentally conscious Think forward Visionaries Out of Box Un-ignorable No respect for status quo
The Insights • Easiness of slipping into the masses • Eventually become one among many • People are bored of that • Stand out, express yourself, change the standards • More than just the need for transportation • Need for expression, differentiation •Do it, but do it your way!
Wrong we are Righting Geek is the new cool!
communication
Idea plug into your smart smart is green green is cool “Plug in the fun… Geek it out” cool is smart geek is fun fun is smart smart is geek plug in your smart
Why should they believe this?
execution and media
The Execution 1 Year Campaign Teaser Contest Launch Event Post Launch Marathon 2 Weeks 4 Weeks 9 Months Launch Event: One day Marathon: One day
Teaser Teaser Objectives 2 Weeks # WHO’S THE NEW GEEK IN TOWN Strategy Media • Create a buzz in 10 biggest green cities • Los Angeles • San Diego • San Francisco • Portland • Seattle • Austin • Orlando • Miami • Phoenix • New York City • Online Banners and Social Media noise • Hire Influential Bloggers • Bloggers • Facebook Pages and Ads • Twitter • Online Banner
Plug & Play Contest 4 Weeks Register Receive 1st Clue Plug Get to check point Get the clue Get to 1st check point 1st Solve the riddle You are the city representative Search + Involve Community
Contest 4 Weeks # PLUG & PLAY Contest Objectives • Drive Participation • Engagement • Create smartED communities in each state • Create Buzz Online • Education about smartED (fun, tech-y, green) Media Strategy • • • • Host competition on FB Register for participation Designate the city representative Plug & Play to get clues at checkpoints • Receive set of riddles to solve • search + online engagement • Riddles about Fun, Tech and Green • Get access to the next checkpoint • Send Emails for updates • • • • • • Facebook page and ads Twitter Magazines SEM YouTube Email
Launch Event Launch Event Objectives • Create a buzz around the smartED • Announce • Winner of P & P • Winning City Marathon • Big prize of the player : a smart ED One Day THE NEW GEEK IN TOWN Strategy Media • Host a PR Event • Invite Media (print & online) • PR event • Announce launch of smartED • Announce Results of P&P
Marathon Marathon Objectives • Keep the hype during the campaign • Give motivation/incentive for the cities to engage in the competition One Day # GEEK IT OUT Strategy • Announce marathon as a prize at the beginning of the P&P • Motivate through social media • Convey a green and fun image • Remind the competition after couple of months of launch • Launch a Marathon event in the winning city Media • • • • Facebook Page Facebook Ads Twitter Bloggers
9 Months Post Launch Post Launch Objectives THE NEW GEEK IN TOWN Strategy Media • Keep the hype on smartED • Leverage on image: • Fun • Tech-y • Green • Answer concerns • Safety • Price • Space • Continue communicating on smartED • Leverage on the database acquired and send news • Send invitations to test drives • • • • • • Facebook pages and Ads Twitter Online Banners SEM YouTube Email
budget
Breakdown of Budget Partnership 3% Video Prod Controls 2% Creative 5% Media Spend 10% Marathon 10% Infrastructure of P&P Marathon Media Spend 50% Creative Video Prod Partnership Infrastructure of P&P 20% Monitoring Controls
Breakdown of Media Spending PR Event 7% Bloggers Email 5% 6% SEM 12% FB Ads 20% Bloggers FB Ads Twitter Online Banners Print Youtube 5% Youtube Twitter 15% Print 10% SEM Email PR Event Online Banners 20%
Monitoring Controls of Media • Online Buzz • Google Analytics Bloggers • FeedBurner FB Ads Twitter • # Registered Participants • # clicks • Landing Page hits • Conversion rate • # impressions • CTR • # Followers • # ‘s • Leads Print • # Users Youtube • AdWords conversion tracking SEM Email Online Banners • • • • • Leads CTR Conversions Display ad mouseover Display ad interactions • Circulation • Reader per copy • Rate Base • Google Ad Planner • learn with Google • AdRelevance • Open rate • CTR • conversions • # earned media • buzz and WOM PR Event • # of visits to the websites
thank you ride local. think global
smart electric drive appendix • creative brief • research o marketing trends o consumer trends o online - questionnaires o dealership o product o competition o social media • target audience - brainstorming • media breakdown
creative brief
Creative Brief BUSINESS BACKGROUND What are we trying to do? Smart USA is launching the new 2013 smart fortwo electric drive model, a fully 100% electric vehicle, in the US market in Q1 2013. The smart car fortwo ICE (Internal Combustion Engine) model has been in the US market since 2008. The 2013 smart electric drive shares the same bodystyle as the ICE model, however it uses an innovative electric power-train technology. The smart electric drive will be highly customizable with different choices for exterior colors and interior upholstery. We are developing an integrated marketing campaign to launch the 2013 smart electric drive. What’s the opportunity? The Electric Vehicle (EV) segment is still at an early stage but seeing significant traction. US vehicle shoppers start to consider purchasing EVs to offset the uncertainty around gasoline price inflation. Combining this with the rise of “green” consumers who are looking at more ways to be environmentally conscious, there is potential for us to position the smart electric drive as the most fun and affordable EV. What are the key challenges? Lack of education among consumers as to how to differentiate EVs, hybrids, plug-in hybrids. Manufacturers are tagging cars as “green” all the time. High initial costs (charging stations at home) and low resale value of EV cars. Electric charging infrastructure is relatively week across the US, especially in cities. Alter the current perception of the smart fortwo model: not safe, “cute” girl’s car, not enough space. Small budget compared to our competitors. Let them educate the customers and we will sell our brand. What does success look like? Leads: generate leads and genuine purchase interest from urban prospects. Sales: capture market share in the top cities where EVs are being sold. Increase brand awareness and appeal among younger audience. Increase reach and interaction with smart.
Creative Brief AUDIENCE INSIGHTS Who are we trying to connect with? We want to engage young people living in urban areas who do not just look for a vehicle to take them from A to B. They are innovative, unique thinkers and have the need to stand out from the mass. They have a geeky side to them, are tech savvy and opportunists; always willing to go against the “known” to discover and craft the “unknown”. They are well educated and conscious about the environment and their impact on it. They want more than just satisfying their transportation need; they want to have a voice on the streets.. “They want to do it, but they want to do it their way.” • Core target is males and females 25-40 years old – in the top 10 cities in the US. What do they think / feel / say / do now? They know about the EV category and are excited about the progress of electric cars on the streets. They are not convinced as of yet to pay more for an EV. They know the Smart Car but they do not consider it trustworthy. Fuel efficiency, driving convenience in the city and environmental friendliness are factors positively perceived. In essence people are in the “Maybe, but” stage, the need the stimulus to move with reassurance to the “Yes!” stage. The Insight: People have the need to differentiate themselves. We live in a highly demanding world affected by the easiness of slipping into the masses. The fun element is forgotten and eventually we all become one among many. People are bored of that, they want to stand out, express their feelings and change the standards – bringing out their “geekiness”. They want to buy the EV smart car not because they need a car, it is beyond that, they want to buy it in order to make their lives easier, differentiate, express themselves and do the right thing. What wrong are we righting? Geeks are the kids we all once used to tease in our school years. Those geeks though are nowadays the CEOs, the innovators and the stock market’s biggest players. The standards of coolness are shifting; it’s cool to act like a geek. Geek is becoming the new cool! The EV Smart Car will allow people’s inner “nerd” to stand out and make a statement with style. Proud to be Geek!
Creative Brief THE COMMUNICATION IDEA Plug in the fun.. Geek it out Give yourself a break once in a while. Actually no, ife is too tough; give yourself a break as often as you can. Escape from reality and misery through driving, engage fun in it and shift this necessary activity into an enjoyable experience you cannot get enough of. You are an early adopter of the electric vehicle and it satisfies you to be innovative and take a stance using a fun smart car. Why should they believe this? The smart EV is the most affordable electric car in the market. It is fun to drive, eco-friendly and has technology perks that improve the overall driving experience. MANDATORIES 100% Electric Car What’s the brand personality and tone? Fun, unique, responsible, innovative, eco-friendly.
research – marketing trends
Current Trend of Electric Car Automobile design has moved away from the old “Lead Sleds”, big, heavy, metal monstrosities that long dominated the American automobile scene. Technology has been used to create lighter and more aerodynamic designs. This trend has been a boon to the electric vehicle, as the easiest way to increase its range is by decreasing its weight and wind resistance. Even so, range anxiety is still possibly the biggest barrier to the introduction of electric drive automobiles. This is best addressed by the Extended Range Electric Vehicle, which is essentially an electric vehicle with a small internal combustion engine driving a recharging system, which recharges the battery (the main power source) on the fly. This type of vehicle provides most of the advantage of an all-electric vehicle while allowing the range of traditional internal combustion engine automobiles. It uses the gas stations on every corner to recharge electric vehicles. Many new carmakers and several established car manufacturers are pursuing this approach. In the USA, Ford, GMC and Chrysler all have their fingers in this technology.
Current Trend of Electric Car Though Toyota must be given credit for getting to the right market at the right time, the Prius is technologically a stodgy old foot dragger with its dual drive hybrid system. This design features an internal combustion engine car with an electric motor inserted into the drive train. This means that the vehicle carries the weight of the electric motor and its massive battery plus a full internal combustion drive train! Another issue with the dual drive hybrid is system complexity. The fully electric car and its extended range cousin have significantly fewer parts than the traditional automobile, making them easier and less expensive to maintain. However, the dual drive hybrid has all the maintenance requirements of an internal combustion engine car, plus the maintenance of an electric car. In this case, more is not better. At present, price is another barrier to acceptance of electric cars. Simplicity of design can significantly reduce the manufacturing costs, and this is also an area of great opportunity. While there are enormous numbers of patents in the area of electric vehicle design, few of them address innovations that drive down production costs. Just as Henry Ford’s affordable automobile manufacturing revolutionized the automobile industry, developments that enable the manufacture of an affordable electric car may also impact the industry in profound and transformative ways.
Future Trend of Car Industry Micro Environment: • Government Influence Countries like U.S. and China have put it on their national agenda to develop a leading role in electric car technology Government try to speed market migration toward electric cars through financial incentive such as subsidies, taxes, investments. • Gasoline prices rising More specific threats loom for older used cars in particular. You've probably noticed gasoline prices rising, right? Well, that trend is likely to continue and even accelerate in future years as the number of cars on the road globally increases, and gasoline and diesel fuel continue to provide the go-juice for roughly 87% of these vehicles. Higher prices and limited supplies of oil, however, are going to catalyze an astounding increase in automotive fuel efficiency. Right now, U.S. cars require more than a gallon of gas, on average, to travel just 30 miles. But BP projects that by 2030, the average U.S. automobile will travel the same distance on just a half-gallon. Cars sold in Europe, meanwhile, have already hit that mark, and Chinese autos aren't far behind. • Competitive Automobile world between companies
Future Trend of Car Industry Car Industry: • Rapid improvements in vehicle fuel efficiency using petrol and diesel Even if we only saw 30% energy saving in 30% of vehicle miles driven in developed nations over the next decade, we would save at least 9% in motoring energy use (at today’s rate of miles driven a year). That would be the same as cutting today’s global emissions by more than 1%. Greening of the world car fleet is happening rapidly. JD Power Consultancy estimates that a third of emission cuts by 2020 will come from improving petrol and diesel engines, and 14% from miles driven in electric vehicles. If all vehicles in America were hybrids, and half were plug-in hybrids (larger batteries), US imports of oil would fall by 8 million barrels a day or by 80% of daily consumption.
Future Trend of Car Industry • Less oil consumption and More Batteries Consumption Batteries are going to be one of the biggest green tech businesses – powering not only phones and other small devices, but also cars, trucks, buses and just about any large piece of equipment that does not have a permanent electricity connection. Expect sales of hundreds of billions of dollars. President Obama’s economic stimulus provided $2.4 billion to fund battery innovation and electric car drive projects. Car batteries will have another purpose: linked together when charging at people’s homes, to create Virtual Storage by power companies, to assist their power management at off peak times. This will make it easier for them to plug in huge numbers of wind and solar generators. Smart grids will allow power to flow in both directions, so that each battery can become a power source to other people in the neighbourhood for short periods of time. If 200,000 electric cars were plugged into the German national grid, it could make 8 megawatts of power available almost instantly, giving more flexibility than the nation currently needs.
Future Trend of Car Industry Electric cars: • EV-More energy efficient driving trend Electric cars are only part of the answer to more energy efficient driving. 70% of all EU freight is moved by road, and trucks use 12% of all oil consumed in the US, but the energy efficiency of most trucks is as low as it was 40 years ago. We will see a giant leap in efficiency of new trucks – at least 40% in the next decade. • Lower emissions produced by Electric cars Electric cars can produce much lower emissions than burning fuel in mobile engines, but it all depends on how the electricity is generated. Burning petrol or diesel in a small, mobile engine can be inefficient compared to the most efficient coal-fired power generators. When petrol is used to power a vehicle, only 15-20% of the energy is usually captured to drive the car forward, compared to 40% in making electricity in an efficient coal power station. It is true that a small amount of power is lost between power station and battery, and 20% of electricity put into the car is lost in heat (batteries and other components). But even when we include these things, we can see that “coal-powered” electric cars are likely to be better users of fossil fuels than diesel or petrol vehicles. Where wind, solar, waves, tide or nuclear power is used to charge batteries, electric cars have zero emissions. Either way, air quality improves dramatically in cities as the use of electric vehicles increases. Owners can also save a huge amount of vehicle tax on petrol or diesel since taxation is far lower on electricity. It typically costs only 1-2 cents a mile in electricity.
Future Trend of Car Industry • Prices will remain high for electric vehicles Pike Research notes that even though the Chevrolet Volt will have a pricetag that is $1,000 less in 2012, its stripped-down feature set will turn off many potential electric vehicle buyers. In fact, prices for the Nissan Leaf will be higher for 2012 than they were for 2011. The research firm believes that $23,750 is the optimal price range to inspire more mainstream adoption, but most of the models that consumers will consider in 2012 will all be priced at more than $30,000. That includes the Toyota Prius, the Ford Focus EV, and the Honda Fit BEV. Even though an anticipated glut of electric vehicle batteries will affect the market in 2012, most of the batteries for the 2012 models were ordered before increased production helped bring down prices. So, battery availability won't help with pricing until 2013 or 2014 model years, Pike Research predicts. • Safety issues will get closer scrutiny TheNHTSA's declaration in November that it would look more closely into battery safety related to post-crash fires in the Chevrolet Volt had electric vehicle critics clamoring, "I told you so." Let's be clear, the NHTSA is just doing its job AND it has publicly stated: "NHTSA is not aware of any roadway crashes that have resulted in battery-related fires in Chevy Volts or other vehicles powered by lithium-ion batteries. However, the agency is concerned that damage to the Volt's batteries as part of three tests that are explicitly designed to replicate real-world crash scenarios have resulted in fire."
Future Trend of Car Industry • Establishment of a charging station network Gas stations are ideally placed to support electric vehicle “refueling” and are already on the grid. This simplifies the establishment of a charging station network. Gas stations require only upgrades to their power lines, and the installation of some “electricity pumps”. Patenting and development of the electric car charging station has been somewhat neglected until recently. Now the introduction of plug-in electric vehicles is driving greater activity in this area, such as GE’s recent activity,"Systems and methods for charging a battery"). Still, there remains significant white space in this area.
Future Trend of Car Industry Technology: • More businesses will install chargers A number of companies, including one of the nation's biggest parking-lot operators, announced plans to invest in technologies. This is a trend that is likely to continue over the next 12 months, provided vehicle sales don't lag too much. The more likely it is for a person to juice up their car running errands or if they are traveling to a city for the day, the better the chances for adoption. More businesses will install chargers. A number of high-profile companies (Adobe, GM, SAP, Google) have started installing chargers in office parking lots and this trend will continue in 2012. Consider it to be one of the latest employee perk fads. • Wireless charging technologies will get wider testing I literally just heard from Evatran, the maker of the Plugless Power wireless charging technology. It has just starting offering incentives to drivers of Nissan Leaf and Chevrolet Volt that want to test out its technology. The first 500 drivers that get involved will be eligible for up to six months of free electricity for charging their vehicle. Sounds like Sears will help get the installations up and running. • Models will emerge for vehicle-to-grid electricity distribution In scenarios where a house loses power, electric vehicles could play a role as back-up generators. Pike Research predicts that applications will continue to emerge that hook electric vehicles and their charging infrastructures more tightly into the home.
Future Trend of Car Industry • Development of fast charge technology Some observers worry about the recharging time required for the battery. Taking hours to recharge would restrict the usefulness of the vehicle for long trips. However, fast charge technology is already a high priority for electric car development. Several battery makers such as Altairnano have developed electric vehicle batteries that recharge in ten minutes with specialized equipment. Altairnano had a flurry of battery design filings in recent years, including, most notably, “Lithium Ion Batteries” which states in its abstract that the invention “is directed to lithium ion batteries that provide for rapid recharge, longer battery life and inherently safe operation.” Toshiba also has recent IP in this area. The introduction of electric vehicles into our present dealership network would require little change. Some added effort is needed to train technicians to service the electric drive systems. There will also be a need for diagnostic tools for the new class of vehicle. These areas of development remain relatively wide open, awaiting the indication of a viable electric car design that would be widely used. The corollary equipment for recharging, test and repair will follow designs and technology that show the signs of popular adoption by the industry.
Future Trend of Car Industry Consumer: • Car ownership will rise three times as fast -- up 60% over the next 20 years • Buyers will have far more choices in 2012 Pike Research predicts that unit sales of plug-in electric vehicles will reach 257,000 units globally next year. The pioneering technologies found in the Chevrolet Volt and Nissan Leaf will be joined by models from BMW, Ford, Honda, Toyota and Volvo, as well as the newcomers Coda and Fisker. North America will account for about 66,000 of those unit sales, slightly more than for all of Europe but about half of what is predicted for the Asia/Pacific region.
research – consumer trends
Electric vehicle realities vs consumer expectations Figure 1: Global consumer segmentation for Evs (November 2010 - May 2011) Potential first movers: generally well-educated, with a higher-than-average number holding post-secondary degrees. They claim to know much more about EVs than the might be willing consumers. They tend to live in urban areas.They are marginally more likely to be male than female and represent the middle or upper class. They tend to see themselves as environmentally conscious, tech savvy, trendsetting, and politically active. They claim to be more knowledgeable of EVs and attribute a number of positive characteristics to EVs: “coolness,” convenience, safety, stylishness, and good value. On this latter point, potential first movers are also sensitive to government incentives, fuel efficiency, and the cost to charge a battery. The appeal of electric vehicles to those who indicated an interest is the perception that these vehicles are cleaner, more environmentally friendly, and more efficient than traditional internal combustiondriven vehicles. Despite their apparent eagerness to buy an electric vehicle, however, the final decision to purchase or not will be influenced by a number of factors, including how well current and future vehicles meet their needs.
Electric vehicle realities vs consumer expectations Figure 2: Consumers want mid-size sedan EVs Survey question: If you were considering buying or leasing an electric vehicle, which type of vehicle would you be most interested in? For US: 1st Perference is Mid-size sedan; 2nd Preference is SUV/Crossover; 3rd Prefernce is Small sedan
Electric vehicle realities vs consumer expectations Figure 3: Range expectations exceed typical driving distance Survey question: What is the minimum range that an electric vehicle would need before you would consider buying or leasing it?On average, approximately how many miles/kilometers do you drive each day during the week (Monday through Friday)? Despite the relatively high willingness of consumers to consider an EV, many seem not willing to compromise in key criteria, such as range. While on average 80 percent of drivers surveyed typically drive less than 80 kilometers per day, consumers expect EVs to travel considerably farther. The U.S. and France seemed to have the highest sensitivity toward range, with only 63 percent and 67 percent, respectively, satisfied with a range of 480 kilometers. The expectation in U.S.77% satisfied with a range of 640 km63% satisfied with a range of 480 km44% satisfied with a range of 320 km20% satisfied with a range of 160 km3% satisfied with a range of 80 km Reality: Current technology permits most electric vehicles to cover an average of only 160 kilometers between charges. The main limiting factor for range is energy density. Looking at automobiles already introduced and announced product introductions around the world through 2013, for most manufacturers, the driving range of their pure EVs still falls short of consumer expectations (see Figure 5). In fact, there is little or no increase in range beyond 160 kilometers over this time horizon based on announced vehicle introductions from most manufacturers.
Electric vehicle realities vs consumer expectations Figure 4: Majority of consumers expect electric vehicles to recharge in two hours or less Survey question: Considering your expected vehicle use, what is the longest time to fully recharge the battery that you would consider acceptable when buying or leasing an electric vehicle?
Electric vehicle realities vs consumer expectations The expectation: Most of the consumers surveyed expected an electric vehicle to recharge its battery in two hours or less. In all countries, only a small majority viewed eight hours—the actual and longest time it can take to recharge the typical electric vehicle battery in vehicles today using a level 2 charger— as acceptable. Reality: Electric vehicle chargers are classified by the level of power they can provide to the battery pack. For example, level 1 being the lowest level of power and level 3 chargers supplying the highest level. With level 1 and 2 chargers, anywhere from three to 20 hours are required which means that the traditional model of periodic roadside filling stations will be challenging thereby leaving the charging limited to the home and possibly the workplace. Solution 1: Building and installing a recharging infrastructure: Level 2 chargers are preferred as they optimize charge time and cost for use at home or at an external facility. Consumers would not only have to plug in their vehicles overnight, but also be able to recharge in public spaces such as parking lots at grocery stores or office buildings. Each of these infrastructure improvements brings its own issues. Expense—and who pays—is certainly primary among them. The technology would likely have to be standardized so that an electric vehicle can recharge at any dock, not just those specific to its make. Solution 2: Convenient battery swapping stations: where drivers could exchange a dead (or dying) battery for a freshly charged battery in less than two minutes without getting out of the car. This could reduce the cost of the battery and eliminate the concern over charge times. But it would add to the cost of infrastructure to build the stations and would likely cause significant challenges for electric vehicle automotive manufacturers. Wireless inductive charging is another possibility, and three models are in development: electro-magnetic induction, magnetic resonance, and microwave.
Electric vehicle realities vs consumer expectations Figure 5: Consumers are not willing to pay a price premium Survey question: How much more would you be willing to pay for an electric vehicle compared to a similar vehicle with a gasoline engine?
Electric vehicle realities vs consumer expectations Figure 6: Consumers expect to pay less than $30,000 for an EV Survey question: If you were considering buying or leasing an electric vehicle, in which of the following price ranges would you be shopping?
Electric vehicle realities vs consumer expectations Figure 7: Consumers are wary of fuel prices Survey question: At what price for gasoline would you be much MORE likely to consider buying or leasing an electric vehicle (EV)?
Electric vehicle realities vs consumer expectations Consumers in all regions surveyed indicated that their interest in EVs would be stimulated by higher gas/petrol prices. If, for example, the price of a gallon of gas in the United States rose to US$5.00 (representing a hike of about 37 percent from the average price in the United States), the percentage of respondents who indicated they would be interested in EVs rises to 78 percent. The exception in U.S. One of these countries of exception may be the U.S. Notwithstanding Brazil, Turkey, and India, it appears that the U.S. market is closest to having oil/gasoline prices hit a level where consumers are much more likely to consider adopting EVs. A close eye should be kept on the U.S. market for this reason as well as their higher tolerance to high purchase prices for EVs Modest increase in fuel pump prices will be tipping point toward EV adoption: With rising fuel prices, consumers are likely to become more interested in EVs.
Electric vehicle realities vs consumer expectations Figure 8: Fuel efficiency trumps Evs Survey question: If vehicles with gasoline engines of the size, performance, and other features you prefer were able to achieve the following fuel efficiency, at what point would it make you much LESS likely to consider buying or leasing an electric vehicle? Fuel efficiency of 50 mpg in large automotive markets, like China (57 percent) and the U.S. (68 percent), results in over half of the population surveyed becoming much less likely to consider an EV. Consumers will be less likely to consider purchasing an electric vehicle as the fuel efficiency of ICEs improves. As a result automotive manufacturers will need to carefully plan their investments to maximize sales of fuel efficient technologies consumers are willing to purchase.
online research questionnaires
Online research - Questionnaire • We conducted an online survey to collect information about the smart brand and how consumers feel about the existing smart fortwo. • The following slides includes the most relevant information that we used to make our analysis and recommendations.
Research – Demographics Age Gender 0% Below 20 Female 52% Male 48% 21-30 31-40 41-50 Above 51 10% 20% 30% 40% 50% 60% 70%
Important Criteria in Car Decision Buying an Electric Vehicle? Buying a Car? 60% Important 50% 40% 30% 20% Most Important 60% 50% 40% 30% 20% 10% 10% 0% 0% Important Most Important
Awareness & Interest in smart car Aware of the smart car? Would Buy a smart car? Don't Know smart 21% No 21% Yes 79% No 23% Yes 56%
Why Buy or Not Buy a smart car? Buy smart vs Not Buy Buy 80% 70% 60% 50% 40% 30% 20% 10% 0% Appearance Price Environmentally Friendly Customization Fuel Economy Safety Fun Driving Performance Size Not Buy
Buy the smart electric drive? Buy a Fully Electric smart car? Yes 35% Maybe 39% No 26%
dealership research
Dealership Research • We wanted to gather first-hand research about the existing smart car and the state of Electric Vehicles sales by visiting the following dealerships around New York city: • smart car • Mitsubishi i-MiEV • Chevrolet Volt • Nissan Leaf (declined to allow us to gather information)
Dealership Research (smart car) • Who buys a Smart Car? • first time car buyers • Students buy it for payment structure of $99/month • Even people who own $100,000 Mercedes cars • unique thinkers • not concerned by what other people are thinking about them or their car • They care about fine details • quirky in their own right • really excited about the car • super excited about the mileage that you get 38 MPG • city is 30MPG • really noticeable at the pump • Why Do People Buy a Smart Car? • • • • • • Convenience Cheaper insurance Gas savings Fast Easy to park American market is really making a shift from larger to smaller cars. • Icon parking garage for a monthly parking spot which is 3-4 time less than a regular car pays. Also half off for daily/hourly rates • They drive more expensive vehicles
Dealership Research (smart car) • Why Do People Don’t buy a Smart Car? • Safety, their mind is made up before they come in: its small, it’s not safe • Space interior – come in looking for a 4 seater – unrealistic expectations • Wanting everything out of the car – unrealistic expectations • The entry level car $14,000 is very basic/minimalistic (roll windows, etc..)– unrealistic expectations • Is it their first car? Second car? Or 3 +? • Some people buy it for first time, mostly from attractiveness of finance/payment scheme • Usually though it’s a second car (or more) • Do they care about customization? • Characteristic of Smart Cars they want to make it stand out and make it their own. • They can fully customize their cars • They are not always aware of customizations, but when sales people tell them about customization, they tend to like it and do their own shit • they come in because they are drawn to the car but not aware of all the options they could do with it • Suggested that there will be little or no customization for the Electric Smart Car • Average Sales per month of Smart Cars • 20 for the past, because of the financing program ($99/month) and ease of parking (icon)
Dealership Research (smart car) • What’s your opinion/perception about the Electric Vehicle Smart Car? • Very excited about it • Will be the least expensive of the competition • • • • 87 miles on the full charge 4 hours in city conditions full charge for 8 hours in regular 220V down to 4 hours with $2500 • EV could be better used in the suburbs with the current setup in the cities – no chargers available at gas stations or around the city. • EV, would be a second or 3rd vehicle • Owners of electric cars love to highlight that its an electric car and that it is unique and special • Once people start using the electric cars, the more people will drive it the more charging stations will be available. • Do you think electric cars are worth paying extra for (environement etc)? • • • • Already have huge customer inquiries on it Huge database already Excitement Least expensive car of its kind • Would you buy it? • Yes I already drive a gas smart car • Pulling up at lights and people look at it • Education about the brand and its benefits
Dealership Research (Chevrolet) • Who buys an Electric Car? • Not specific – no really clear demographics • Wealthy commuters • Why Do People Buy an Electric Car? • Ecological view • Savings on gas/gas efficiency • High occupancy lane with 1 person • You don’t have to sell this car, they come here for it • Why Don’t People buy an Electric Car? • Usually people that come into the dealership have already set up their mind that they want to buy the Volt. • Is it their first car? Second car? Or 3 +? • Second car or more • What do they care most about? • Technology in the Volt is fantastic. Even when compared to a normal gasoline car • Average Sales per month of Electric Cars • They are currently sold out • 1 a month – its quite unusual to sell it in the city • North California (silicon valley, technology savy community) – a dealership sells around 68 Volts in 1 month (also due to the fact that you can use the fast lane)
Dealership Research (Chevrolet) • Who do you consider is your competition? • Prius • Leaf • What’s your opinion/perception about the Electric Cars? • Technology is finally at a point where its drivable • Very convenient • Would you buy an Electric Car? • He would definitely buy it • What do you think of the new Electric Smart Car? • Not heard of it.
Dealership Research (Mitsubishi) • Who Do you consider is your competition? • Would you buy an Electric Car? • Leaf • Not at this present time • He doesn’t know who else is the competition • They’re like golf carts • Volt (we told him about the Volt) • If you have a car and you live in the suburbs it could be a second car. So maybe as a second car yes. • What’s your opinion/perception about the Electric Cars? • It’s a great concept • Its too pricey at this time – because of the battery • Downside of electric is the last of the charge, the distance you can travel • Do you think electric cars are worth paying extra for (environement etc)? • Its too early for electric • There are too many gasoline cars • Gasoline companies are making too much money and they will not allow the growth of electric cars • He has no motivation to sell the Electric Car • What do you think of the new Electric Smart Car • I don’t know anything about it.
Dealership Research (Mitsubishi) • Who buys an Electric Car? • No one buys the Electric Car • Why Do People Buy an Electric Car? • They don’t because Mitsubishi doesn’t advertise it. • There is also no incentive for sales people to sell the electric cars. • Why Don’t People buy an Electric Car? • Factory doesn’t back the sale of Mitsubishi • Its for suburban areas • Because they don’t have anywhere to charge it in Urban areas. • Its too expensive • Is it their first car? Second car? Or 3 +? • In suburbs it could be their 2nd or 3rd car • What do they care most about? • They don’t buy it • We’ve been asking the factory to take the Electric Cars back!!! They’ve been there for a long time and no one is interested. • Average Sales per month of Electric Cars • 0
Dealership Research – Summary of Findings • smart car • very enthusiastic about current smart car ICE model – selling well in the city • Students, middle-aged, older generation, all unique thinkers • Safety is always a challenge • Parking incentive is great • Big interest/leads in electric drive car • Issue is that no chargers available at gas stations or around the city • Chevrolet Volt • Sales people very excited about it • Out of stock – 1 per month is good sales in New York • California – 69 per month at 1 dealership • Great technology inside the car • Mitsubishi i-MiEV • No sales in New York • Sales people not excited about it • No advertising from Mitsubishi makes it impossible to sell
research - product
smart ED - Advantages • Attractive price (vs. competition) •Sophisticated batteries Not much more expensive than the non •Dedicated Smartphone app ED (remote, monitor functions) • First electric car “coupe” • Quieter than the regular smart • The least costly credit •For local errangs •Efficiency •Big enough for 2 •Cute / handy • Distributors: local smart dealers •Delivers power smoothly • Zero emission •Faster than the regular smart • New motor to drive rear wheels •Quiet
smart ED - Inconveniences • High entry costs • Threat of Fires • Looking for charging stations • Charging stations not widely spread • Too simple interior designs • Installation costs of chargers • Car feels fast but it is still slow • Doesn’t hold well • Brake and acceleration paddles are oddly positioned • Can be unstable
SWOT - Internal Strengths • Unique design & features • Customization – No two smart cars are the same, you can customize the car in any way you want • Size • Half prize in the parking lots • Ease of driving - fun • Similar performance with the sedans in the crash tests • No pollution as it is electric driven • Fuel efficient – Cost effective • Rated as one of the cheapest cars to insure and repair • Cheapest electric car • Spacious for two Weaknesses • Not very popular with the younger generation • Not very extensive dealer network i.e. not available nationally like normal passenger cars • Consumer’s overall negative perception about the car • More expensive than competition • Not many locations to charge it – Lack of infrastructure • Limited interior space • No back seat • Not powerful • Battery life – waste of time to fully charge it • External
SWOT - External Opportunities • Reaching newer markets which are not yet explored • Branding to be made more youth oriented which will lead to more sales • Limited competition • People are becoming more and more eco friendly • People look for ways to express themselves – customization • Gas price will increase • Charging stations are increasing nationally • The number of cars in increasing - limited space in parking lots. Threats • Competitor electric & hybrid vehicles have very well established dealer & supply chain networks • We cannot be sure when the chargers will become highly available • People are unaware of the difference between an electric and a hybrid car • (Prius is considered an electric car – WTF is wrong with people) • Price of electric cars is and will be high • More and more fuel efficient cars
research competition
Industry & Competition (Pike Research Study) • Pike Research forecasts that California, New York, Florida, and Texas will lead the way in PEV sales. By 2020, Hawaii is expected to have the highest penetration rate of PEVs as a percentage of all light duty vehicle sales. • Among metropolitan areas, New York City, Los Angeles, and San Francisco are anticipated to have the largest sales of PEVs through the decade. In Canada, the provinces of Ontario, Quebec, and British Columbia, which account for 75% of the Canadian population, will represent 97% of Canadian PEV sales by 2020. Toronto and Montreal will lead Canadian PEV sales. • California car buyers will account for 25% of plug-in and pure electric vehicles (EVs) sold in the US for the rest of decade, says Pike Research. • That's because the state is home to four of the top 10 metropolitan areas supportive of EVs: Los Angeles/Long Beach; San Francisco Bay Area; San Jose/Santa Clara; and Sacramento.
Competition Financials Nissan LEAF • Zero-emission leadership World’s most successful EV • Global EV retail sales: Competitors 39%, Nissan LEAF 61% (23k units) • • • • • • Nissan is committed to leadership in the field of zeroemission mobility. Toward this goal, we have engaged in a wide range of activities over the years. Nissan Cumulative sales of Nissan LEAF: 30 k units (As of May LEAF, the world’s first mass-produced 100% electric 2012) vehicle (EV), has already received numerous awards in FY11 sales performance : Japan and around the world. Today its technologies North America: and the philosophy behind it are recognized by many of our customers, and the car is a force propelling the TIV: 13.19 million units, +8.9% Nissan brand value. Sales: 1,080 k units, +11.8% • Market share: 8.2%, +0.2 points • thanks to Altima, Rogue and Versa • Nissan LEAF sales: 11 k units
Competition Financials Nissan Leaf history: • 2009: Displayed at Tokyo Motor Show • 2010: First Nissan LEAF comes off line at Oppama Plant • 2011: Nissan LEAF; Sales start in Europe • New quick charger unit goes on sale • 2012: LEAF to Home system for powering residences announced • Awards won: 2010 Good Design Gold Award (for Holistic approach to promote zero emission • Vehicle [Nissan LEAF] and zero emission mobility) • 2011 European Car of the Year • 2011 World Car of the Year • 2012 RJC Car of the Year • Car of the Year Japan 2011–2012 • During fiscal 2011, the Nissan LEAF passed the sales milestone to make it the world’s most successful electric vehicle. In total, 23,000 units sold.
Competition Financials Chevy Volt • According to publicly available data, GM sold 326 Volts in the U.S. in December 2010, 7,671 in 2011, and 16,348 through September 2012. The surge in 2012 is a bit misleading since 35% of the year-to-date sales came in August and September, concurrent with those margin-destroying incentives.
Share of EV in US 2011 – Edmunds.com • Constraints on Leaf and Volt availability in 2011 support the theory that sluggish sales growth in the EV/PHEV segment stemmed from an issue with supply. Pre-orders made in 2010 claimed the Leafs produced in 2011, leaving only unclaimed preorders for consumers who decided to purchase a Leaf during the year. Leaf availability was further limited by Nissan's decision to initially offer Leafs in only select states — still just 30 states by the end of 2011. While Chevrolet did not offer a preorder program for the Volt, its availability was limited by the roll-out of the Volt in regional "waves," with nationwide availability beginning only in early Fall 2011. Volt sales increased as the roll-out progressed. Volt sales also rose when General Motors released in October 2011 some 2,300 Volts that dealers had been required to keep on display. Both companies have announced higher production for 2012, opening the door for potential growth in EV/PHEV sales if unmet demand does exist.
EV Car sales in U.S. (csmonitor.com) • Nissan sold just 984 Leafs in the U.S. in September, for a total of 5,212 so far in 2012 vs. 9,674 in all of 2011. But Chevrolet sold 2,851 Volts in September for 16,348 so far this year, up from 7,671 in all of 2011. • Chevy Volt - This month's[November] total may not quite equal last month's plug-in sales of 6,784. The big unknown, however, is deliveries of the Tesla Model S--which Tesla won't discuss. • [November] Sales of the Nissan Leaf batteryelectric car rose to 1,539, almost matching last month's total of 1,579, and more than double its November sales of 672 a year ago. November marks only the second time this year that more than 1,000 Leafs have found buyers. • With just a month left in the year, up to 50,000 electric cars are likely to find buyers during 2012--almost triple the 2011 total of about 17,500. • That still leaves the Leaf in third place, however, with 8,330 sales so far this year. If the December sales keep pace, it will at least ensure that more Leafs are sold this year than last year's 9,674. • This year's sales leader, the Chevy Volt range-extended electric car, logged 1,519 sales. • That brings the Volt's total so far this year to 20,828, though the November number is barely more than half the October total of 2,961--a number helped bynowexpired sales incentives.
Nissan Leat & Chevy Volt sales (goodcarbadcar.net) January February March April May June July August Septembe r October November December Total Nissan LEAF Nissan LEAF Nissan LEAF U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012 ----87 676 ----67 478 ----298 579 ----573 370 ----1142 510 ----1708 535 ----931 395 ----1362 685 ------------19 1031 849 672 954 984 1579 1539 19 9674 8330 Chevrolet Volt Chevrolet Volt Chevrolet Volt U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012 January ----321 603 February ----281 1023 March ----608 2289 April ----493 1462 May ----481 1680 June ----561 1760 July ----125 1849 August ----302 2831 Septembe r ----723 2851 October ----1108 2961 Novembe r ----1139 1519 December 326 1529 Total 326 7671 20828
smart car sales (goodcarbadcar.net) Estimation for smart electric drive Current smart fortwo sales Month January February March April May June July August September October November December Total U.S. smart fortwo Sales 2010 278 442 677 680 695 577 560 448 422 367 211 570 U.S. smart fortwo Sales 2011 358 484 425 467 492 470 327 405 469 327 414 710 U.S. smart fortwo Sales 2012 496 769 999 764 703 1017 780 753 1030 998 704 5927 5348 9013 • Based on this information and the sales of the Nissan Leaf and the Chevy Volt we can estimate that the smart Electric Drive can reach sales of 5,000 (10% of the expected 2012 EV market). Smart ED is considered a strong challenger in the EV market. • And the fact that the smart brand has increased sales over the past year then this estimate is realistic.
Nissan Leaf (December, 2010) Product: Pure Electric T.A: Niche Sales: -69% Jun12 vs. Jun11 Range: 138 Miles, 99 MPG combined Seats: 5 Passengers Sales: 18.023 units sold in the US through Nov12 – top-selling Plug-in Electric car in the US Plan to launch other models Promotion Focus on Environmental Message: Do not compromise Price: SV: starts at $27.700 and SL: starts at $29,750 Lease: $ 379/month – $2.500 due at signing Place: North America, Japan, Europe, Australia
Chevrolet Volt (December, 2010) Product: Plug in Hybrid Plans to launch Pure Electric T.A: Mainstream Buyers Sales: 28.825 in the US through Nov 2012 x3 H1 2012 vs. 2011 Promotion Focus on Activism Message: Convenience Price: $ 39.995 Place: Europe, China, North America, Japan
Mitsubishi iMiEV (December, 2011) Product: Plans to launch Pure Electric Sports Range: 82 MPS, 75 Miles Power: 47 KW motor and 16 KWH battery Seats: 4 Passengers Sales: 34 units by March 12 Promotion Focus on Fuel Economy Message: Affordability Price: MSRP: $ 29.125 Place: Japan, US
Fiat 500 Product: Plans to launch Pure Electric Production version unveiled in LA Auto Show Retro heritage Expected launch: 2013 Promotion Focus on Attractiveness Price: Approx $32.500 Place: NA
Toyota Scion iq EV Product: Plans to launch Pure Electric Compact city car Seats: 3 adults (+1 child) Compared to the smart Promotion Tech & Specs Direct attack to smart “ready to outsmart” Price: Approx $17.000 Place: West Cost, Canada
social media research
Analysis of Research - Smart Electric Drive • Primary concerns: Positive comments: • - size - easy and fun to drive • - not at all confident that the car is secure (in case of an accident) - seen as an urban vehicle of joy • - too fragile - a smart choice for the modern man • - image issues (fear they will be laughed at when seen driving a smart car) • Terrible news. My wife was hit by a Smart car. Now she has to pay for a new one. • yeah smart cars, like to see one go on a head on collision with a mack-truck n id like to see who's smart then. • So, the more I look at them, the more I'm ready to trade in my explorer for a Smart ForTwo car, sure, if I get hit in it, I die, and it'll suck in the snow, and its tiny, but 40+ mpg? • I just saw the largest couple get into a smart car poor car i laughed so hard. • No, I will not slow down for a smart car. If it fits in the bed of my truck, it don't belong on the road.
Analysis of Research – electric car market Primary concerns: • - poor design • - driving experience & overall feeling => inappropriate • - small size • Drove a Mitsubishi i-MiEV today. No wonder people feel so negatively about electric cars. • The Mitsubishi i-MiEV runs on electricity. That means the engine is quieter, which means the people laughing at your car will sound louder • - reluctant to drive one • some ugly cars.... • - image issues (laugh at if seen driving electric cars) • Nissan leaf is the worst looking car ever - don’t trust the numbers -> consider the diesel engines a way better option • Diesel POWER rules ,, electric cars can suck it.. Positive comments: - fun to drive - incredible money savers (monthly gas expenditures) • The Nissan leaf looks disgusting • Just test drove Nissan Leaf (electrical car) and it was AWESOME!!!!! • This is the last thing I'd spend money on!
target audience – brainstorming
Target Audience - Demographics Age 20-35 Adult Live in Urban Areas Income Range: $30k+ Well Educated SMART BUYER Professionals
Audience Profiling Sarah No kids Consumers media: mostly digital Always connected on her smartphone Multi tasking 30 y.o Well educated Recycles Always following new trends Active person She’s a blogger Sociable Income 80.000 USD Newly married Works for NGO Healthy lifestyle Lives in the city (Chicago) Self confident
Audience Profiling Seth •24 years old •Recent graduate / Young professional •Lives in the city (San Francisco) •Works for a tech start up •Income 45.000 USD (but projected to grow) •Geeky •Ambitious •Tech savvy •Curious about things around him •Hangs out with his friends •Listen to indie rock music •He wants to get the most out of everything
media breakdown
MEDIA
Bloggers Objectives • Engagement • Increase Awareness • Increase reach Strategy Reason • Hire 10 influential bloggers to create buzz for the competition • Influential to engage relevant target • Maintain contact with followers about smartED • PR implication • Motivate around marathon “Prize” (incentive) • Buzz worth • Support consumer behavior Flighting • Blinking Strategy • During Teaser • During Competition • 1st Week post launch • During marathon
Facebook Page and Ads (Pre & Post Launch) Objectives • Awareness • Participation • Engagement (Everyone) • Direct Response • Increase traffic to: • Pre: Competition FB page • Registration • Post: SmartED website • Increase leads Strategy • Pre Launch: • Interact with the community on FB around the competition • Direct to the competition FB page • Leverage on marathon incentive • Post Launch: • Direct to the smartED page • Interactive with target • Hype on marathon. Reason Flighting • Reach & Engage relevant target • Pre-launch: • Pulsing Strategy • Interactivity • Post-Launch: • Blinking Strategy • Efficient feedback • Entertainment
Twitter Objectives • Awareness Strategy Reason • Engage with relevant target • Collect Feedback • Direct to FB page • Inform about: • Process of competition • Brand news • Efficient feedback • Push engagement on the FB page • Instant contact • Interactivity • Increase traffic • Reach • Frequency Flighting • Pulsing Strategy
Online Banners (Pre & Post Launch) Objectives •Brand Awareness •Direct traffic to •Pre: FB page •Post: SmartED website •Increase conversion and CR (registration) •Increase Leads •Inform and educate about smartED Strategy • Presence on relevant websites • Contact with target audience through displays that are: • Fun • Geek • Green Reason • Efficiency • Reach • Awareness • Brand image • Engagement • Pinpoint targeting Flighting • Pulsing Strategy
Print: Magazines Objectives Reason • Educate relevant target on smartED • Safety • Price • Space • Features • Customization • Selective targeting • Frequency • Detailed information • Direct traffic to smartED webpage • Reader involvement • Opportunity for repeat exposure • Frequency Flighting • Blinking Strategy
Magazines - Strategy Presence on 3 magazines categories: Geek/Tech Magazines MacWorld magazine Wired Magazine Geek magazine Auto magazines Automobile Magazine Car and Driver Fast Company Magazine (Targeting Young entrepreneurs) Environmental Magazines The environment Magazine
YouTube Objectives Strategy Reason Flighting • Pulsing Strategy • Engagement • Show smartED in action • Convey Image: Green, Tech-y, Fun • Go Viral • Create different types of video: • Fun • Green • Tech-y • Reach • Tackle safety, space, price issue • Buzz worth • Same ending, different stories • Upload videos to website & FB • Engaging • Word of Mouth • Entertainment
SEM Objectives • Presence where relevant • Generate qualified clicks to leads Strategy •Google Search Engine •For P&P Competition •For Campaign •Google Ad Planner Reason Flighting • Precise • Efficient • Convenient • Increase CTR • Relevant • Direct traffic to website and FB page • Pinpoint • Recency Strategy
PR Event (the launch) Objectives Strategy Reason • Attractive to media • Awareness about: • Launch of smartED • Competition • New image of smart fun, techy, green • Direct Response: • Leads online • Traffic to smartED website • Buzz in green cities • Increase earned media • Host big event • green, techy and fun • Creates a buzz • Invite Media • Detailed information • Announce • Launch of smartED • big winner • Marathon host • Engagement • Entertainment Flighting • One day event
Emails Objectives • Brand awareness • Frequent contact with acquired prospects • Increase responses • Increase leads • Increase CTR Strategy • Database from registration Reason • Pinpoint Targeting • Engagement • Purchase Relevant List • Inform about smartED • Notifications of process of competition • Reach • Frequency • Personalized Flighting • Recency Strategy
Flighting Teasing w1 Competition and Launch Event w2 w3 w4 w5 Post-Launch w6 w7 w8 M3 Marathon M4 M5 M6 M7 Post Launch Continued M8 M9 Bloggers FB Ads Twitter Online Banners Print Youtube SEM Email PR Event Heavy Medium Light M10 M11 M12
BUDGET
Breakdown of Budget Partnership 3% Video Prod Controls 2% Creative 5% Media Spend 10% Marathon 10% Infrastructure of P&P Marathon Media Spend 50% Creative Video Prod Partnership Infrastructure of P&P 20% Monitoring Controls
Breakdown of Media Spending PR Event 7% Bloggers Email 5% 6% SEM 12% FB Ads 20% Bloggers FB Ads Twitter Online Banners Print Youtube 5% Youtube Twitter 15% Print 10% SEM Email PR Event Online Banners 20%
Monitoring Controls
Monitoring controls of Media • Online Buzz • Google Analytics Bloggers • FeedBurner FB Ads Twitter Online Banners • # Registered Participants • # clicks • Landing Page hits • Conversion rate • # impressions • CTR • # Followers • # ‘s • Leads • • • • • Leads CTR Conversions Display ad mouseover Display ad interactions Print • Circulation • Reader per copy • Rate Base • # Users Youtube • AdWords conversion tracking SEM Email • Google Ad Planner • learn with Google • AdRelevance • Open rate • CTR • conversions • # earned media • buzz and WOM PR Event • # of visits to the websites
Digital-SEM Keyword Cost Key Words Mercedes Smart Smart Car Smart Electric Drive Small cars Electric Drive Green Car Electric Drive Electric Drives Mitsubishi EV, Nissan Leaf, Chevy Volt Estimated Average Cost $ 3.50 $ 3.87 $ 3.43 $ 1.02 $ 1.58 $ 0.05 $ 2.56 $ 2.06 $ 2.03
Digital - SEM - Type of Keywords Type of Keywords related to Competition:  Competition Name Terms  Generic Terms  Terms related to Competition (Theme, Riddles, Checkpoints)  Terms related to teasing campaign Flighting Period: Teasing campaign and competition only Type of Keywords of Campaign  Brand Terms  Generic Terms  Singular/Plural Term  Misspelled Terms  Competitive Terms Flighting Period: During whole campaign
Tackle charging stations issue – Potential addition Partnership with Parking Lots Consolidated App with

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EV smartcar Marketing Campaign 2012

  • 1.
  • 2.
  • 3.
    Why are wehere? Reason: Launch of the new smart electric drive in Q1 2013 across the U.S. Overall Objectives: 1. Increase brand awareness 2. Generate sales of 5,000 units Timing: One year campaign smart electric drive campaign
  • 4.
  • 5.
    Industry Car Industry: • Highlycompetitive Electric Vehicles: TESLA MODEL S • Energy efficient driving trend • Gasoline prices rising • Battery life improving • Improvements in vehicle fuel efficiency • High prices remain compared to ICE cars • Hybrid = Gas + Battery • Safety issues will get closer scrutiny • Appetite for smaller cars • Establishment of a charging station network
  • 6.
    Competition Tesla Model S CodaSedan Nissan Leaf Fiat 500e Honda Fit EV Mitsubishi smart electric drive $25,000 i-MiEV $31,000 Chevrolet Spark $35,000 $389/month $36,000 $36,000 $38,000 Chevrolet Volt $39,900 Ford Focu EV$40,000 $59,350
  • 7.
    Strengths Weaknesses Unique design &features Customization Internal Size Price Only convertible EV Ease of driving Crash tests Zero emission Fuel efficient – Cost effective Younger audience Dealership network Negative perception Limited interior space No back seat Not powerful Battery life /charging Low insurance & repair Awareness of charging infrastructure Attract younger audience External Target market extension to the cities Uncertainty of charging stations expansion Limited competition Trend towards eco-friendly Increasing gas prices Competitor EV & hybrid dealer network Electric ≠ Hybrid National increase in charging stations Electric cars still expensive Limited space in parking lots Fuel efficient ICE cars Opportunities Threats
  • 8.
    Brand Pyramid Brand CoreValues - User Friendly - Eco-Friendly - Convenience - Safe - Agile - Innovative - Convenient Brand Personality - Smiley - Fun - Unique - Responsible - Easy Going - Stylish - Intelligent Unique Enjoyable Eco-Innovation Express yourself No worries Love to drive Disable drivers guilt Smile Inducing Convenient Easy parking Safe drive Roam without hurting environment Save on running costs Eco-friendly / 100% electric car Tridion safety cell Compact size High MPG / longevity on charge
  • 9.
    Trends Social Media Survey • Facebook •Twitter • Instagram • Questionnaire • Dealerships People care for: Online • Blogs • Articles • eMarketer • User Comments …but look for: Price ways to entertain themselves Safety incorporating technology in daily lives Size having a positive impact on the environment
  • 10.
  • 11.
    Where are they? 1.Los Angeles 2. San Diego 3. San Francisco 4. Portland 5. Seattle 6. Austin 7. Orlando 8. Miami 9. Phoenix 10.New York City
  • 12.
    Who are they? Interesting FreeLifestyle Genius Stand out Unique Thinkers Tech Savvy Trendsetting Ambitious Innovative Environmentally conscious Think forward Visionaries Out of Box Un-ignorable No respect for status quo
  • 15.
    The Insights • Easinessof slipping into the masses • Eventually become one among many • People are bored of that • Stand out, express yourself, change the standards • More than just the need for transportation • Need for expression, differentiation •Do it, but do it your way!
  • 16.
    Wrong we areRighting Geek is the new cool!
  • 17.
  • 18.
    Idea plug into yoursmart smart is green green is cool “Plug in the fun… Geek it out” cool is smart geek is fun fun is smart smart is geek plug in your smart
  • 19.
    Why should theybelieve this?
  • 20.
  • 21.
    The Execution 1 YearCampaign Teaser Contest Launch Event Post Launch Marathon 2 Weeks 4 Weeks 9 Months Launch Event: One day Marathon: One day
  • 22.
    Teaser Teaser Objectives 2 Weeks # WHO’STHE NEW GEEK IN TOWN Strategy Media • Create a buzz in 10 biggest green cities • Los Angeles • San Diego • San Francisco • Portland • Seattle • Austin • Orlando • Miami • Phoenix • New York City • Online Banners and Social Media noise • Hire Influential Bloggers • Bloggers • Facebook Pages and Ads • Twitter • Online Banner
  • 23.
    Plug & PlayContest 4 Weeks Register Receive 1st Clue Plug Get to check point Get the clue Get to 1st check point 1st Solve the riddle You are the city representative Search + Involve Community
  • 24.
    Contest 4 Weeks # PLUG& PLAY Contest Objectives • Drive Participation • Engagement • Create smartED communities in each state • Create Buzz Online • Education about smartED (fun, tech-y, green) Media Strategy • • • • Host competition on FB Register for participation Designate the city representative Plug & Play to get clues at checkpoints • Receive set of riddles to solve • search + online engagement • Riddles about Fun, Tech and Green • Get access to the next checkpoint • Send Emails for updates • • • • • • Facebook page and ads Twitter Magazines SEM YouTube Email
  • 25.
    Launch Event Launch Event Objectives •Create a buzz around the smartED • Announce • Winner of P & P • Winning City Marathon • Big prize of the player : a smart ED One Day THE NEW GEEK IN TOWN Strategy Media • Host a PR Event • Invite Media (print & online) • PR event • Announce launch of smartED • Announce Results of P&P
  • 26.
    Marathon Marathon Objectives • Keep thehype during the campaign • Give motivation/incentive for the cities to engage in the competition One Day # GEEK IT OUT Strategy • Announce marathon as a prize at the beginning of the P&P • Motivate through social media • Convey a green and fun image • Remind the competition after couple of months of launch • Launch a Marathon event in the winning city Media • • • • Facebook Page Facebook Ads Twitter Bloggers
  • 27.
    9 Months Post Launch PostLaunch Objectives THE NEW GEEK IN TOWN Strategy Media • Keep the hype on smartED • Leverage on image: • Fun • Tech-y • Green • Answer concerns • Safety • Price • Space • Continue communicating on smartED • Leverage on the database acquired and send news • Send invitations to test drives • • • • • • Facebook pages and Ads Twitter Online Banners SEM YouTube Email
  • 28.
  • 29.
    Breakdown of Budget Partnership 3% VideoProd Controls 2% Creative 5% Media Spend 10% Marathon 10% Infrastructure of P&P Marathon Media Spend 50% Creative Video Prod Partnership Infrastructure of P&P 20% Monitoring Controls
  • 30.
    Breakdown of MediaSpending PR Event 7% Bloggers Email 5% 6% SEM 12% FB Ads 20% Bloggers FB Ads Twitter Online Banners Print Youtube 5% Youtube Twitter 15% Print 10% SEM Email PR Event Online Banners 20%
  • 31.
    Monitoring Controls ofMedia • Online Buzz • Google Analytics Bloggers • FeedBurner FB Ads Twitter • # Registered Participants • # clicks • Landing Page hits • Conversion rate • # impressions • CTR • # Followers • # ‘s • Leads Print • # Users Youtube • AdWords conversion tracking SEM Email Online Banners • • • • • Leads CTR Conversions Display ad mouseover Display ad interactions • Circulation • Reader per copy • Rate Base • Google Ad Planner • learn with Google • AdRelevance • Open rate • CTR • conversions • # earned media • buzz and WOM PR Event • # of visits to the websites
  • 32.
  • 33.
    smart electric drive appendix •creative brief • research o marketing trends o consumer trends o online - questionnaires o dealership o product o competition o social media • target audience - brainstorming • media breakdown
  • 34.
  • 35.
    Creative Brief BUSINESS BACKGROUND Whatare we trying to do? Smart USA is launching the new 2013 smart fortwo electric drive model, a fully 100% electric vehicle, in the US market in Q1 2013. The smart car fortwo ICE (Internal Combustion Engine) model has been in the US market since 2008. The 2013 smart electric drive shares the same bodystyle as the ICE model, however it uses an innovative electric power-train technology. The smart electric drive will be highly customizable with different choices for exterior colors and interior upholstery. We are developing an integrated marketing campaign to launch the 2013 smart electric drive. What’s the opportunity? The Electric Vehicle (EV) segment is still at an early stage but seeing significant traction. US vehicle shoppers start to consider purchasing EVs to offset the uncertainty around gasoline price inflation. Combining this with the rise of “green” consumers who are looking at more ways to be environmentally conscious, there is potential for us to position the smart electric drive as the most fun and affordable EV. What are the key challenges? Lack of education among consumers as to how to differentiate EVs, hybrids, plug-in hybrids. Manufacturers are tagging cars as “green” all the time. High initial costs (charging stations at home) and low resale value of EV cars. Electric charging infrastructure is relatively week across the US, especially in cities. Alter the current perception of the smart fortwo model: not safe, “cute” girl’s car, not enough space. Small budget compared to our competitors. Let them educate the customers and we will sell our brand. What does success look like? Leads: generate leads and genuine purchase interest from urban prospects. Sales: capture market share in the top cities where EVs are being sold. Increase brand awareness and appeal among younger audience. Increase reach and interaction with smart.
  • 36.
    Creative Brief AUDIENCE INSIGHTS Whoare we trying to connect with? We want to engage young people living in urban areas who do not just look for a vehicle to take them from A to B. They are innovative, unique thinkers and have the need to stand out from the mass. They have a geeky side to them, are tech savvy and opportunists; always willing to go against the “known” to discover and craft the “unknown”. They are well educated and conscious about the environment and their impact on it. They want more than just satisfying their transportation need; they want to have a voice on the streets.. “They want to do it, but they want to do it their way.” • Core target is males and females 25-40 years old – in the top 10 cities in the US. What do they think / feel / say / do now? They know about the EV category and are excited about the progress of electric cars on the streets. They are not convinced as of yet to pay more for an EV. They know the Smart Car but they do not consider it trustworthy. Fuel efficiency, driving convenience in the city and environmental friendliness are factors positively perceived. In essence people are in the “Maybe, but” stage, the need the stimulus to move with reassurance to the “Yes!” stage. The Insight: People have the need to differentiate themselves. We live in a highly demanding world affected by the easiness of slipping into the masses. The fun element is forgotten and eventually we all become one among many. People are bored of that, they want to stand out, express their feelings and change the standards – bringing out their “geekiness”. They want to buy the EV smart car not because they need a car, it is beyond that, they want to buy it in order to make their lives easier, differentiate, express themselves and do the right thing. What wrong are we righting? Geeks are the kids we all once used to tease in our school years. Those geeks though are nowadays the CEOs, the innovators and the stock market’s biggest players. The standards of coolness are shifting; it’s cool to act like a geek. Geek is becoming the new cool! The EV Smart Car will allow people’s inner “nerd” to stand out and make a statement with style. Proud to be Geek!
  • 37.
    Creative Brief THE COMMUNICATIONIDEA Plug in the fun.. Geek it out Give yourself a break once in a while. Actually no, ife is too tough; give yourself a break as often as you can. Escape from reality and misery through driving, engage fun in it and shift this necessary activity into an enjoyable experience you cannot get enough of. You are an early adopter of the electric vehicle and it satisfies you to be innovative and take a stance using a fun smart car. Why should they believe this? The smart EV is the most affordable electric car in the market. It is fun to drive, eco-friendly and has technology perks that improve the overall driving experience. MANDATORIES 100% Electric Car What’s the brand personality and tone? Fun, unique, responsible, innovative, eco-friendly.
  • 38.
  • 39.
    Current Trend ofElectric Car Automobile design has moved away from the old “Lead Sleds”, big, heavy, metal monstrosities that long dominated the American automobile scene. Technology has been used to create lighter and more aerodynamic designs. This trend has been a boon to the electric vehicle, as the easiest way to increase its range is by decreasing its weight and wind resistance. Even so, range anxiety is still possibly the biggest barrier to the introduction of electric drive automobiles. This is best addressed by the Extended Range Electric Vehicle, which is essentially an electric vehicle with a small internal combustion engine driving a recharging system, which recharges the battery (the main power source) on the fly. This type of vehicle provides most of the advantage of an all-electric vehicle while allowing the range of traditional internal combustion engine automobiles. It uses the gas stations on every corner to recharge electric vehicles. Many new carmakers and several established car manufacturers are pursuing this approach. In the USA, Ford, GMC and Chrysler all have their fingers in this technology.
  • 40.
    Current Trend ofElectric Car Though Toyota must be given credit for getting to the right market at the right time, the Prius is technologically a stodgy old foot dragger with its dual drive hybrid system. This design features an internal combustion engine car with an electric motor inserted into the drive train. This means that the vehicle carries the weight of the electric motor and its massive battery plus a full internal combustion drive train! Another issue with the dual drive hybrid is system complexity. The fully electric car and its extended range cousin have significantly fewer parts than the traditional automobile, making them easier and less expensive to maintain. However, the dual drive hybrid has all the maintenance requirements of an internal combustion engine car, plus the maintenance of an electric car. In this case, more is not better. At present, price is another barrier to acceptance of electric cars. Simplicity of design can significantly reduce the manufacturing costs, and this is also an area of great opportunity. While there are enormous numbers of patents in the area of electric vehicle design, few of them address innovations that drive down production costs. Just as Henry Ford’s affordable automobile manufacturing revolutionized the automobile industry, developments that enable the manufacture of an affordable electric car may also impact the industry in profound and transformative ways.
  • 41.
    Future Trend ofCar Industry Micro Environment: • Government Influence Countries like U.S. and China have put it on their national agenda to develop a leading role in electric car technology Government try to speed market migration toward electric cars through financial incentive such as subsidies, taxes, investments. • Gasoline prices rising More specific threats loom for older used cars in particular. You've probably noticed gasoline prices rising, right? Well, that trend is likely to continue and even accelerate in future years as the number of cars on the road globally increases, and gasoline and diesel fuel continue to provide the go-juice for roughly 87% of these vehicles. Higher prices and limited supplies of oil, however, are going to catalyze an astounding increase in automotive fuel efficiency. Right now, U.S. cars require more than a gallon of gas, on average, to travel just 30 miles. But BP projects that by 2030, the average U.S. automobile will travel the same distance on just a half-gallon. Cars sold in Europe, meanwhile, have already hit that mark, and Chinese autos aren't far behind. • Competitive Automobile world between companies
  • 42.
    Future Trend ofCar Industry Car Industry: • Rapid improvements in vehicle fuel efficiency using petrol and diesel Even if we only saw 30% energy saving in 30% of vehicle miles driven in developed nations over the next decade, we would save at least 9% in motoring energy use (at today’s rate of miles driven a year). That would be the same as cutting today’s global emissions by more than 1%. Greening of the world car fleet is happening rapidly. JD Power Consultancy estimates that a third of emission cuts by 2020 will come from improving petrol and diesel engines, and 14% from miles driven in electric vehicles. If all vehicles in America were hybrids, and half were plug-in hybrids (larger batteries), US imports of oil would fall by 8 million barrels a day or by 80% of daily consumption.
  • 43.
    Future Trend ofCar Industry • Less oil consumption and More Batteries Consumption Batteries are going to be one of the biggest green tech businesses – powering not only phones and other small devices, but also cars, trucks, buses and just about any large piece of equipment that does not have a permanent electricity connection. Expect sales of hundreds of billions of dollars. President Obama’s economic stimulus provided $2.4 billion to fund battery innovation and electric car drive projects. Car batteries will have another purpose: linked together when charging at people’s homes, to create Virtual Storage by power companies, to assist their power management at off peak times. This will make it easier for them to plug in huge numbers of wind and solar generators. Smart grids will allow power to flow in both directions, so that each battery can become a power source to other people in the neighbourhood for short periods of time. If 200,000 electric cars were plugged into the German national grid, it could make 8 megawatts of power available almost instantly, giving more flexibility than the nation currently needs.
  • 44.
    Future Trend ofCar Industry Electric cars: • EV-More energy efficient driving trend Electric cars are only part of the answer to more energy efficient driving. 70% of all EU freight is moved by road, and trucks use 12% of all oil consumed in the US, but the energy efficiency of most trucks is as low as it was 40 years ago. We will see a giant leap in efficiency of new trucks – at least 40% in the next decade. • Lower emissions produced by Electric cars Electric cars can produce much lower emissions than burning fuel in mobile engines, but it all depends on how the electricity is generated. Burning petrol or diesel in a small, mobile engine can be inefficient compared to the most efficient coal-fired power generators. When petrol is used to power a vehicle, only 15-20% of the energy is usually captured to drive the car forward, compared to 40% in making electricity in an efficient coal power station. It is true that a small amount of power is lost between power station and battery, and 20% of electricity put into the car is lost in heat (batteries and other components). But even when we include these things, we can see that “coal-powered” electric cars are likely to be better users of fossil fuels than diesel or petrol vehicles. Where wind, solar, waves, tide or nuclear power is used to charge batteries, electric cars have zero emissions. Either way, air quality improves dramatically in cities as the use of electric vehicles increases. Owners can also save a huge amount of vehicle tax on petrol or diesel since taxation is far lower on electricity. It typically costs only 1-2 cents a mile in electricity.
  • 45.
    Future Trend ofCar Industry • Prices will remain high for electric vehicles Pike Research notes that even though the Chevrolet Volt will have a pricetag that is $1,000 less in 2012, its stripped-down feature set will turn off many potential electric vehicle buyers. In fact, prices for the Nissan Leaf will be higher for 2012 than they were for 2011. The research firm believes that $23,750 is the optimal price range to inspire more mainstream adoption, but most of the models that consumers will consider in 2012 will all be priced at more than $30,000. That includes the Toyota Prius, the Ford Focus EV, and the Honda Fit BEV. Even though an anticipated glut of electric vehicle batteries will affect the market in 2012, most of the batteries for the 2012 models were ordered before increased production helped bring down prices. So, battery availability won't help with pricing until 2013 or 2014 model years, Pike Research predicts. • Safety issues will get closer scrutiny TheNHTSA's declaration in November that it would look more closely into battery safety related to post-crash fires in the Chevrolet Volt had electric vehicle critics clamoring, "I told you so." Let's be clear, the NHTSA is just doing its job AND it has publicly stated: "NHTSA is not aware of any roadway crashes that have resulted in battery-related fires in Chevy Volts or other vehicles powered by lithium-ion batteries. However, the agency is concerned that damage to the Volt's batteries as part of three tests that are explicitly designed to replicate real-world crash scenarios have resulted in fire."
  • 46.
    Future Trend ofCar Industry • Establishment of a charging station network Gas stations are ideally placed to support electric vehicle “refueling” and are already on the grid. This simplifies the establishment of a charging station network. Gas stations require only upgrades to their power lines, and the installation of some “electricity pumps”. Patenting and development of the electric car charging station has been somewhat neglected until recently. Now the introduction of plug-in electric vehicles is driving greater activity in this area, such as GE’s recent activity,"Systems and methods for charging a battery"). Still, there remains significant white space in this area.
  • 47.
    Future Trend ofCar Industry Technology: • More businesses will install chargers A number of companies, including one of the nation's biggest parking-lot operators, announced plans to invest in technologies. This is a trend that is likely to continue over the next 12 months, provided vehicle sales don't lag too much. The more likely it is for a person to juice up their car running errands or if they are traveling to a city for the day, the better the chances for adoption. More businesses will install chargers. A number of high-profile companies (Adobe, GM, SAP, Google) have started installing chargers in office parking lots and this trend will continue in 2012. Consider it to be one of the latest employee perk fads. • Wireless charging technologies will get wider testing I literally just heard from Evatran, the maker of the Plugless Power wireless charging technology. It has just starting offering incentives to drivers of Nissan Leaf and Chevrolet Volt that want to test out its technology. The first 500 drivers that get involved will be eligible for up to six months of free electricity for charging their vehicle. Sounds like Sears will help get the installations up and running. • Models will emerge for vehicle-to-grid electricity distribution In scenarios where a house loses power, electric vehicles could play a role as back-up generators. Pike Research predicts that applications will continue to emerge that hook electric vehicles and their charging infrastructures more tightly into the home.
  • 48.
    Future Trend ofCar Industry • Development of fast charge technology Some observers worry about the recharging time required for the battery. Taking hours to recharge would restrict the usefulness of the vehicle for long trips. However, fast charge technology is already a high priority for electric car development. Several battery makers such as Altairnano have developed electric vehicle batteries that recharge in ten minutes with specialized equipment. Altairnano had a flurry of battery design filings in recent years, including, most notably, “Lithium Ion Batteries” which states in its abstract that the invention “is directed to lithium ion batteries that provide for rapid recharge, longer battery life and inherently safe operation.” Toshiba also has recent IP in this area. The introduction of electric vehicles into our present dealership network would require little change. Some added effort is needed to train technicians to service the electric drive systems. There will also be a need for diagnostic tools for the new class of vehicle. These areas of development remain relatively wide open, awaiting the indication of a viable electric car design that would be widely used. The corollary equipment for recharging, test and repair will follow designs and technology that show the signs of popular adoption by the industry.
  • 49.
    Future Trend ofCar Industry Consumer: • Car ownership will rise three times as fast -- up 60% over the next 20 years • Buyers will have far more choices in 2012 Pike Research predicts that unit sales of plug-in electric vehicles will reach 257,000 units globally next year. The pioneering technologies found in the Chevrolet Volt and Nissan Leaf will be joined by models from BMW, Ford, Honda, Toyota and Volvo, as well as the newcomers Coda and Fisker. North America will account for about 66,000 of those unit sales, slightly more than for all of Europe but about half of what is predicted for the Asia/Pacific region.
  • 50.
  • 51.
    Electric vehicle realitiesvs consumer expectations Figure 1: Global consumer segmentation for Evs (November 2010 - May 2011) Potential first movers: generally well-educated, with a higher-than-average number holding post-secondary degrees. They claim to know much more about EVs than the might be willing consumers. They tend to live in urban areas.They are marginally more likely to be male than female and represent the middle or upper class. They tend to see themselves as environmentally conscious, tech savvy, trendsetting, and politically active. They claim to be more knowledgeable of EVs and attribute a number of positive characteristics to EVs: “coolness,” convenience, safety, stylishness, and good value. On this latter point, potential first movers are also sensitive to government incentives, fuel efficiency, and the cost to charge a battery. The appeal of electric vehicles to those who indicated an interest is the perception that these vehicles are cleaner, more environmentally friendly, and more efficient than traditional internal combustiondriven vehicles. Despite their apparent eagerness to buy an electric vehicle, however, the final decision to purchase or not will be influenced by a number of factors, including how well current and future vehicles meet their needs.
  • 52.
    Electric vehicle realitiesvs consumer expectations Figure 2: Consumers want mid-size sedan EVs Survey question: If you were considering buying or leasing an electric vehicle, which type of vehicle would you be most interested in? For US: 1st Perference is Mid-size sedan; 2nd Preference is SUV/Crossover; 3rd Prefernce is Small sedan
  • 53.
    Electric vehicle realitiesvs consumer expectations Figure 3: Range expectations exceed typical driving distance Survey question: What is the minimum range that an electric vehicle would need before you would consider buying or leasing it?On average, approximately how many miles/kilometers do you drive each day during the week (Monday through Friday)? Despite the relatively high willingness of consumers to consider an EV, many seem not willing to compromise in key criteria, such as range. While on average 80 percent of drivers surveyed typically drive less than 80 kilometers per day, consumers expect EVs to travel considerably farther. The U.S. and France seemed to have the highest sensitivity toward range, with only 63 percent and 67 percent, respectively, satisfied with a range of 480 kilometers. The expectation in U.S.77% satisfied with a range of 640 km63% satisfied with a range of 480 km44% satisfied with a range of 320 km20% satisfied with a range of 160 km3% satisfied with a range of 80 km Reality: Current technology permits most electric vehicles to cover an average of only 160 kilometers between charges. The main limiting factor for range is energy density. Looking at automobiles already introduced and announced product introductions around the world through 2013, for most manufacturers, the driving range of their pure EVs still falls short of consumer expectations (see Figure 5). In fact, there is little or no increase in range beyond 160 kilometers over this time horizon based on announced vehicle introductions from most manufacturers.
  • 54.
    Electric vehicle realitiesvs consumer expectations Figure 4: Majority of consumers expect electric vehicles to recharge in two hours or less Survey question: Considering your expected vehicle use, what is the longest time to fully recharge the battery that you would consider acceptable when buying or leasing an electric vehicle?
  • 55.
    Electric vehicle realitiesvs consumer expectations The expectation: Most of the consumers surveyed expected an electric vehicle to recharge its battery in two hours or less. In all countries, only a small majority viewed eight hours—the actual and longest time it can take to recharge the typical electric vehicle battery in vehicles today using a level 2 charger— as acceptable. Reality: Electric vehicle chargers are classified by the level of power they can provide to the battery pack. For example, level 1 being the lowest level of power and level 3 chargers supplying the highest level. With level 1 and 2 chargers, anywhere from three to 20 hours are required which means that the traditional model of periodic roadside filling stations will be challenging thereby leaving the charging limited to the home and possibly the workplace. Solution 1: Building and installing a recharging infrastructure: Level 2 chargers are preferred as they optimize charge time and cost for use at home or at an external facility. Consumers would not only have to plug in their vehicles overnight, but also be able to recharge in public spaces such as parking lots at grocery stores or office buildings. Each of these infrastructure improvements brings its own issues. Expense—and who pays—is certainly primary among them. The technology would likely have to be standardized so that an electric vehicle can recharge at any dock, not just those specific to its make. Solution 2: Convenient battery swapping stations: where drivers could exchange a dead (or dying) battery for a freshly charged battery in less than two minutes without getting out of the car. This could reduce the cost of the battery and eliminate the concern over charge times. But it would add to the cost of infrastructure to build the stations and would likely cause significant challenges for electric vehicle automotive manufacturers. Wireless inductive charging is another possibility, and three models are in development: electro-magnetic induction, magnetic resonance, and microwave.
  • 56.
    Electric vehicle realitiesvs consumer expectations Figure 5: Consumers are not willing to pay a price premium Survey question: How much more would you be willing to pay for an electric vehicle compared to a similar vehicle with a gasoline engine?
  • 57.
    Electric vehicle realitiesvs consumer expectations Figure 6: Consumers expect to pay less than $30,000 for an EV Survey question: If you were considering buying or leasing an electric vehicle, in which of the following price ranges would you be shopping?
  • 58.
    Electric vehicle realitiesvs consumer expectations Figure 7: Consumers are wary of fuel prices Survey question: At what price for gasoline would you be much MORE likely to consider buying or leasing an electric vehicle (EV)?
  • 59.
    Electric vehicle realitiesvs consumer expectations Consumers in all regions surveyed indicated that their interest in EVs would be stimulated by higher gas/petrol prices. If, for example, the price of a gallon of gas in the United States rose to US$5.00 (representing a hike of about 37 percent from the average price in the United States), the percentage of respondents who indicated they would be interested in EVs rises to 78 percent. The exception in U.S. One of these countries of exception may be the U.S. Notwithstanding Brazil, Turkey, and India, it appears that the U.S. market is closest to having oil/gasoline prices hit a level where consumers are much more likely to consider adopting EVs. A close eye should be kept on the U.S. market for this reason as well as their higher tolerance to high purchase prices for EVs Modest increase in fuel pump prices will be tipping point toward EV adoption: With rising fuel prices, consumers are likely to become more interested in EVs.
  • 60.
    Electric vehicle realitiesvs consumer expectations Figure 8: Fuel efficiency trumps Evs Survey question: If vehicles with gasoline engines of the size, performance, and other features you prefer were able to achieve the following fuel efficiency, at what point would it make you much LESS likely to consider buying or leasing an electric vehicle? Fuel efficiency of 50 mpg in large automotive markets, like China (57 percent) and the U.S. (68 percent), results in over half of the population surveyed becoming much less likely to consider an EV. Consumers will be less likely to consider purchasing an electric vehicle as the fuel efficiency of ICEs improves. As a result automotive manufacturers will need to carefully plan their investments to maximize sales of fuel efficient technologies consumers are willing to purchase.
  • 61.
  • 62.
    Online research -Questionnaire • We conducted an online survey to collect information about the smart brand and how consumers feel about the existing smart fortwo. • The following slides includes the most relevant information that we used to make our analysis and recommendations.
  • 63.
    Research – Demographics Age Gender 0% Below20 Female 52% Male 48% 21-30 31-40 41-50 Above 51 10% 20% 30% 40% 50% 60% 70%
  • 64.
    Important Criteria inCar Decision Buying an Electric Vehicle? Buying a Car? 60% Important 50% 40% 30% 20% Most Important 60% 50% 40% 30% 20% 10% 10% 0% 0% Important Most Important
  • 65.
    Awareness & Interestin smart car Aware of the smart car? Would Buy a smart car? Don't Know smart 21% No 21% Yes 79% No 23% Yes 56%
  • 66.
    Why Buy orNot Buy a smart car? Buy smart vs Not Buy Buy 80% 70% 60% 50% 40% 30% 20% 10% 0% Appearance Price Environmentally Friendly Customization Fuel Economy Safety Fun Driving Performance Size Not Buy
  • 67.
    Buy the smartelectric drive? Buy a Fully Electric smart car? Yes 35% Maybe 39% No 26%
  • 68.
  • 69.
    Dealership Research • Wewanted to gather first-hand research about the existing smart car and the state of Electric Vehicles sales by visiting the following dealerships around New York city: • smart car • Mitsubishi i-MiEV • Chevrolet Volt • Nissan Leaf (declined to allow us to gather information)
  • 70.
    Dealership Research (smartcar) • Who buys a Smart Car? • first time car buyers • Students buy it for payment structure of $99/month • Even people who own $100,000 Mercedes cars • unique thinkers • not concerned by what other people are thinking about them or their car • They care about fine details • quirky in their own right • really excited about the car • super excited about the mileage that you get 38 MPG • city is 30MPG • really noticeable at the pump • Why Do People Buy a Smart Car? • • • • • • Convenience Cheaper insurance Gas savings Fast Easy to park American market is really making a shift from larger to smaller cars. • Icon parking garage for a monthly parking spot which is 3-4 time less than a regular car pays. Also half off for daily/hourly rates • They drive more expensive vehicles
  • 71.
    Dealership Research (smartcar) • Why Do People Don’t buy a Smart Car? • Safety, their mind is made up before they come in: its small, it’s not safe • Space interior – come in looking for a 4 seater – unrealistic expectations • Wanting everything out of the car – unrealistic expectations • The entry level car $14,000 is very basic/minimalistic (roll windows, etc..)– unrealistic expectations • Is it their first car? Second car? Or 3 +? • Some people buy it for first time, mostly from attractiveness of finance/payment scheme • Usually though it’s a second car (or more) • Do they care about customization? • Characteristic of Smart Cars they want to make it stand out and make it their own. • They can fully customize their cars • They are not always aware of customizations, but when sales people tell them about customization, they tend to like it and do their own shit • they come in because they are drawn to the car but not aware of all the options they could do with it • Suggested that there will be little or no customization for the Electric Smart Car • Average Sales per month of Smart Cars • 20 for the past, because of the financing program ($99/month) and ease of parking (icon)
  • 72.
    Dealership Research (smartcar) • What’s your opinion/perception about the Electric Vehicle Smart Car? • Very excited about it • Will be the least expensive of the competition • • • • 87 miles on the full charge 4 hours in city conditions full charge for 8 hours in regular 220V down to 4 hours with $2500 • EV could be better used in the suburbs with the current setup in the cities – no chargers available at gas stations or around the city. • EV, would be a second or 3rd vehicle • Owners of electric cars love to highlight that its an electric car and that it is unique and special • Once people start using the electric cars, the more people will drive it the more charging stations will be available. • Do you think electric cars are worth paying extra for (environement etc)? • • • • Already have huge customer inquiries on it Huge database already Excitement Least expensive car of its kind • Would you buy it? • Yes I already drive a gas smart car • Pulling up at lights and people look at it • Education about the brand and its benefits
  • 73.
    Dealership Research (Chevrolet) •Who buys an Electric Car? • Not specific – no really clear demographics • Wealthy commuters • Why Do People Buy an Electric Car? • Ecological view • Savings on gas/gas efficiency • High occupancy lane with 1 person • You don’t have to sell this car, they come here for it • Why Don’t People buy an Electric Car? • Usually people that come into the dealership have already set up their mind that they want to buy the Volt. • Is it their first car? Second car? Or 3 +? • Second car or more • What do they care most about? • Technology in the Volt is fantastic. Even when compared to a normal gasoline car • Average Sales per month of Electric Cars • They are currently sold out • 1 a month – its quite unusual to sell it in the city • North California (silicon valley, technology savy community) – a dealership sells around 68 Volts in 1 month (also due to the fact that you can use the fast lane)
  • 74.
    Dealership Research (Chevrolet) •Who do you consider is your competition? • Prius • Leaf • What’s your opinion/perception about the Electric Cars? • Technology is finally at a point where its drivable • Very convenient • Would you buy an Electric Car? • He would definitely buy it • What do you think of the new Electric Smart Car? • Not heard of it.
  • 75.
    Dealership Research (Mitsubishi) •Who Do you consider is your competition? • Would you buy an Electric Car? • Leaf • Not at this present time • He doesn’t know who else is the competition • They’re like golf carts • Volt (we told him about the Volt) • If you have a car and you live in the suburbs it could be a second car. So maybe as a second car yes. • What’s your opinion/perception about the Electric Cars? • It’s a great concept • Its too pricey at this time – because of the battery • Downside of electric is the last of the charge, the distance you can travel • Do you think electric cars are worth paying extra for (environement etc)? • Its too early for electric • There are too many gasoline cars • Gasoline companies are making too much money and they will not allow the growth of electric cars • He has no motivation to sell the Electric Car • What do you think of the new Electric Smart Car • I don’t know anything about it.
  • 76.
    Dealership Research (Mitsubishi) •Who buys an Electric Car? • No one buys the Electric Car • Why Do People Buy an Electric Car? • They don’t because Mitsubishi doesn’t advertise it. • There is also no incentive for sales people to sell the electric cars. • Why Don’t People buy an Electric Car? • Factory doesn’t back the sale of Mitsubishi • Its for suburban areas • Because they don’t have anywhere to charge it in Urban areas. • Its too expensive • Is it their first car? Second car? Or 3 +? • In suburbs it could be their 2nd or 3rd car • What do they care most about? • They don’t buy it • We’ve been asking the factory to take the Electric Cars back!!! They’ve been there for a long time and no one is interested. • Average Sales per month of Electric Cars • 0
  • 77.
    Dealership Research –Summary of Findings • smart car • very enthusiastic about current smart car ICE model – selling well in the city • Students, middle-aged, older generation, all unique thinkers • Safety is always a challenge • Parking incentive is great • Big interest/leads in electric drive car • Issue is that no chargers available at gas stations or around the city • Chevrolet Volt • Sales people very excited about it • Out of stock – 1 per month is good sales in New York • California – 69 per month at 1 dealership • Great technology inside the car • Mitsubishi i-MiEV • No sales in New York • Sales people not excited about it • No advertising from Mitsubishi makes it impossible to sell
  • 78.
  • 79.
    smart ED -Advantages • Attractive price (vs. competition) •Sophisticated batteries Not much more expensive than the non •Dedicated Smartphone app ED (remote, monitor functions) • First electric car “coupe” • Quieter than the regular smart • The least costly credit •For local errangs •Efficiency •Big enough for 2 •Cute / handy • Distributors: local smart dealers •Delivers power smoothly • Zero emission •Faster than the regular smart • New motor to drive rear wheels •Quiet
  • 80.
    smart ED -Inconveniences • High entry costs • Threat of Fires • Looking for charging stations • Charging stations not widely spread • Too simple interior designs • Installation costs of chargers • Car feels fast but it is still slow • Doesn’t hold well • Brake and acceleration paddles are oddly positioned • Can be unstable
  • 81.
    SWOT - Internal Strengths •Unique design & features • Customization – No two smart cars are the same, you can customize the car in any way you want • Size • Half prize in the parking lots • Ease of driving - fun • Similar performance with the sedans in the crash tests • No pollution as it is electric driven • Fuel efficient – Cost effective • Rated as one of the cheapest cars to insure and repair • Cheapest electric car • Spacious for two Weaknesses • Not very popular with the younger generation • Not very extensive dealer network i.e. not available nationally like normal passenger cars • Consumer’s overall negative perception about the car • More expensive than competition • Not many locations to charge it – Lack of infrastructure • Limited interior space • No back seat • Not powerful • Battery life – waste of time to fully charge it • External
  • 82.
    SWOT - External Opportunities •Reaching newer markets which are not yet explored • Branding to be made more youth oriented which will lead to more sales • Limited competition • People are becoming more and more eco friendly • People look for ways to express themselves – customization • Gas price will increase • Charging stations are increasing nationally • The number of cars in increasing - limited space in parking lots. Threats • Competitor electric & hybrid vehicles have very well established dealer & supply chain networks • We cannot be sure when the chargers will become highly available • People are unaware of the difference between an electric and a hybrid car • (Prius is considered an electric car – WTF is wrong with people) • Price of electric cars is and will be high • More and more fuel efficient cars
  • 83.
  • 84.
    Industry & Competition(Pike Research Study) • Pike Research forecasts that California, New York, Florida, and Texas will lead the way in PEV sales. By 2020, Hawaii is expected to have the highest penetration rate of PEVs as a percentage of all light duty vehicle sales. • Among metropolitan areas, New York City, Los Angeles, and San Francisco are anticipated to have the largest sales of PEVs through the decade. In Canada, the provinces of Ontario, Quebec, and British Columbia, which account for 75% of the Canadian population, will represent 97% of Canadian PEV sales by 2020. Toronto and Montreal will lead Canadian PEV sales. • California car buyers will account for 25% of plug-in and pure electric vehicles (EVs) sold in the US for the rest of decade, says Pike Research. • That's because the state is home to four of the top 10 metropolitan areas supportive of EVs: Los Angeles/Long Beach; San Francisco Bay Area; San Jose/Santa Clara; and Sacramento.
  • 85.
    Competition Financials Nissan LEAF •Zero-emission leadership World’s most successful EV • Global EV retail sales: Competitors 39%, Nissan LEAF 61% (23k units) • • • • • • Nissan is committed to leadership in the field of zeroemission mobility. Toward this goal, we have engaged in a wide range of activities over the years. Nissan Cumulative sales of Nissan LEAF: 30 k units (As of May LEAF, the world’s first mass-produced 100% electric 2012) vehicle (EV), has already received numerous awards in FY11 sales performance : Japan and around the world. Today its technologies North America: and the philosophy behind it are recognized by many of our customers, and the car is a force propelling the TIV: 13.19 million units, +8.9% Nissan brand value. Sales: 1,080 k units, +11.8% • Market share: 8.2%, +0.2 points • thanks to Altima, Rogue and Versa • Nissan LEAF sales: 11 k units
  • 86.
    Competition Financials Nissan Leafhistory: • 2009: Displayed at Tokyo Motor Show • 2010: First Nissan LEAF comes off line at Oppama Plant • 2011: Nissan LEAF; Sales start in Europe • New quick charger unit goes on sale • 2012: LEAF to Home system for powering residences announced • Awards won: 2010 Good Design Gold Award (for Holistic approach to promote zero emission • Vehicle [Nissan LEAF] and zero emission mobility) • 2011 European Car of the Year • 2011 World Car of the Year • 2012 RJC Car of the Year • Car of the Year Japan 2011–2012 • During fiscal 2011, the Nissan LEAF passed the sales milestone to make it the world’s most successful electric vehicle. In total, 23,000 units sold.
  • 87.
    Competition Financials Chevy Volt •According to publicly available data, GM sold 326 Volts in the U.S. in December 2010, 7,671 in 2011, and 16,348 through September 2012. The surge in 2012 is a bit misleading since 35% of the year-to-date sales came in August and September, concurrent with those margin-destroying incentives.
  • 88.
    Share of EVin US 2011 – Edmunds.com • Constraints on Leaf and Volt availability in 2011 support the theory that sluggish sales growth in the EV/PHEV segment stemmed from an issue with supply. Pre-orders made in 2010 claimed the Leafs produced in 2011, leaving only unclaimed preorders for consumers who decided to purchase a Leaf during the year. Leaf availability was further limited by Nissan's decision to initially offer Leafs in only select states — still just 30 states by the end of 2011. While Chevrolet did not offer a preorder program for the Volt, its availability was limited by the roll-out of the Volt in regional "waves," with nationwide availability beginning only in early Fall 2011. Volt sales increased as the roll-out progressed. Volt sales also rose when General Motors released in October 2011 some 2,300 Volts that dealers had been required to keep on display. Both companies have announced higher production for 2012, opening the door for potential growth in EV/PHEV sales if unmet demand does exist.
  • 89.
    EV Car salesin U.S. (csmonitor.com) • Nissan sold just 984 Leafs in the U.S. in September, for a total of 5,212 so far in 2012 vs. 9,674 in all of 2011. But Chevrolet sold 2,851 Volts in September for 16,348 so far this year, up from 7,671 in all of 2011. • Chevy Volt - This month's[November] total may not quite equal last month's plug-in sales of 6,784. The big unknown, however, is deliveries of the Tesla Model S--which Tesla won't discuss. • [November] Sales of the Nissan Leaf batteryelectric car rose to 1,539, almost matching last month's total of 1,579, and more than double its November sales of 672 a year ago. November marks only the second time this year that more than 1,000 Leafs have found buyers. • With just a month left in the year, up to 50,000 electric cars are likely to find buyers during 2012--almost triple the 2011 total of about 17,500. • That still leaves the Leaf in third place, however, with 8,330 sales so far this year. If the December sales keep pace, it will at least ensure that more Leafs are sold this year than last year's 9,674. • This year's sales leader, the Chevy Volt range-extended electric car, logged 1,519 sales. • That brings the Volt's total so far this year to 20,828, though the November number is barely more than half the October total of 2,961--a number helped bynowexpired sales incentives.
  • 90.
    Nissan Leat &Chevy Volt sales (goodcarbadcar.net) January February March April May June July August Septembe r October November December Total Nissan LEAF Nissan LEAF Nissan LEAF U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012 ----87 676 ----67 478 ----298 579 ----573 370 ----1142 510 ----1708 535 ----931 395 ----1362 685 ------------19 1031 849 672 954 984 1579 1539 19 9674 8330 Chevrolet Volt Chevrolet Volt Chevrolet Volt U.S. Sales 2010 U.S. Sales 2011 U.S. Sales 2012 January ----321 603 February ----281 1023 March ----608 2289 April ----493 1462 May ----481 1680 June ----561 1760 July ----125 1849 August ----302 2831 Septembe r ----723 2851 October ----1108 2961 Novembe r ----1139 1519 December 326 1529 Total 326 7671 20828
  • 91.
    smart car sales(goodcarbadcar.net) Estimation for smart electric drive Current smart fortwo sales Month January February March April May June July August September October November December Total U.S. smart fortwo Sales 2010 278 442 677 680 695 577 560 448 422 367 211 570 U.S. smart fortwo Sales 2011 358 484 425 467 492 470 327 405 469 327 414 710 U.S. smart fortwo Sales 2012 496 769 999 764 703 1017 780 753 1030 998 704 5927 5348 9013 • Based on this information and the sales of the Nissan Leaf and the Chevy Volt we can estimate that the smart Electric Drive can reach sales of 5,000 (10% of the expected 2012 EV market). Smart ED is considered a strong challenger in the EV market. • And the fact that the smart brand has increased sales over the past year then this estimate is realistic.
  • 92.
    Nissan Leaf (December,2010) Product: Pure Electric T.A: Niche Sales: -69% Jun12 vs. Jun11 Range: 138 Miles, 99 MPG combined Seats: 5 Passengers Sales: 18.023 units sold in the US through Nov12 – top-selling Plug-in Electric car in the US Plan to launch other models Promotion Focus on Environmental Message: Do not compromise Price: SV: starts at $27.700 and SL: starts at $29,750 Lease: $ 379/month – $2.500 due at signing Place: North America, Japan, Europe, Australia
  • 93.
    Chevrolet Volt (December,2010) Product: Plug in Hybrid Plans to launch Pure Electric T.A: Mainstream Buyers Sales: 28.825 in the US through Nov 2012 x3 H1 2012 vs. 2011 Promotion Focus on Activism Message: Convenience Price: $ 39.995 Place: Europe, China, North America, Japan
  • 94.
    Mitsubishi iMiEV (December,2011) Product: Plans to launch Pure Electric Sports Range: 82 MPS, 75 Miles Power: 47 KW motor and 16 KWH battery Seats: 4 Passengers Sales: 34 units by March 12 Promotion Focus on Fuel Economy Message: Affordability Price: MSRP: $ 29.125 Place: Japan, US
  • 95.
    Fiat 500 Product: Plans tolaunch Pure Electric Production version unveiled in LA Auto Show Retro heritage Expected launch: 2013 Promotion Focus on Attractiveness Price: Approx $32.500 Place: NA
  • 96.
    Toyota Scion iqEV Product: Plans to launch Pure Electric Compact city car Seats: 3 adults (+1 child) Compared to the smart Promotion Tech & Specs Direct attack to smart “ready to outsmart” Price: Approx $17.000 Place: West Cost, Canada
  • 97.
  • 98.
    Analysis of Research- Smart Electric Drive • Primary concerns: Positive comments: • - size - easy and fun to drive • - not at all confident that the car is secure (in case of an accident) - seen as an urban vehicle of joy • - too fragile - a smart choice for the modern man • - image issues (fear they will be laughed at when seen driving a smart car) • Terrible news. My wife was hit by a Smart car. Now she has to pay for a new one. • yeah smart cars, like to see one go on a head on collision with a mack-truck n id like to see who's smart then. • So, the more I look at them, the more I'm ready to trade in my explorer for a Smart ForTwo car, sure, if I get hit in it, I die, and it'll suck in the snow, and its tiny, but 40+ mpg? • I just saw the largest couple get into a smart car poor car i laughed so hard. • No, I will not slow down for a smart car. If it fits in the bed of my truck, it don't belong on the road.
  • 99.
    Analysis of Research– electric car market Primary concerns: • - poor design • - driving experience & overall feeling => inappropriate • - small size • Drove a Mitsubishi i-MiEV today. No wonder people feel so negatively about electric cars. • The Mitsubishi i-MiEV runs on electricity. That means the engine is quieter, which means the people laughing at your car will sound louder • - reluctant to drive one • some ugly cars.... • - image issues (laugh at if seen driving electric cars) • Nissan leaf is the worst looking car ever - don’t trust the numbers -> consider the diesel engines a way better option • Diesel POWER rules ,, electric cars can suck it.. Positive comments: - fun to drive - incredible money savers (monthly gas expenditures) • The Nissan leaf looks disgusting • Just test drove Nissan Leaf (electrical car) and it was AWESOME!!!!! • This is the last thing I'd spend money on!
  • 100.
  • 101.
    Target Audience -Demographics Age 20-35 Adult Live in Urban Areas Income Range: $30k+ Well Educated SMART BUYER Professionals
  • 102.
    Audience Profiling Sarah No kids Consumers media: mostly digital Always connected onher smartphone Multi tasking 30 y.o Well educated Recycles Always following new trends Active person She’s a blogger Sociable Income 80.000 USD Newly married Works for NGO Healthy lifestyle Lives in the city (Chicago) Self confident
  • 103.
    Audience Profiling Seth •24 yearsold •Recent graduate / Young professional •Lives in the city (San Francisco) •Works for a tech start up •Income 45.000 USD (but projected to grow) •Geeky •Ambitious •Tech savvy •Curious about things around him •Hangs out with his friends •Listen to indie rock music •He wants to get the most out of everything
  • 104.
  • 105.
  • 106.
    Bloggers Objectives • Engagement • IncreaseAwareness • Increase reach Strategy Reason • Hire 10 influential bloggers to create buzz for the competition • Influential to engage relevant target • Maintain contact with followers about smartED • PR implication • Motivate around marathon “Prize” (incentive) • Buzz worth • Support consumer behavior Flighting • Blinking Strategy • During Teaser • During Competition • 1st Week post launch • During marathon
  • 107.
    Facebook Page andAds (Pre & Post Launch) Objectives • Awareness • Participation • Engagement (Everyone) • Direct Response • Increase traffic to: • Pre: Competition FB page • Registration • Post: SmartED website • Increase leads Strategy • Pre Launch: • Interact with the community on FB around the competition • Direct to the competition FB page • Leverage on marathon incentive • Post Launch: • Direct to the smartED page • Interactive with target • Hype on marathon. Reason Flighting • Reach & Engage relevant target • Pre-launch: • Pulsing Strategy • Interactivity • Post-Launch: • Blinking Strategy • Efficient feedback • Entertainment
  • 108.
    Twitter Objectives • Awareness Strategy Reason • Engagewith relevant target • Collect Feedback • Direct to FB page • Inform about: • Process of competition • Brand news • Efficient feedback • Push engagement on the FB page • Instant contact • Interactivity • Increase traffic • Reach • Frequency Flighting • Pulsing Strategy
  • 109.
    Online Banners (Pre& Post Launch) Objectives •Brand Awareness •Direct traffic to •Pre: FB page •Post: SmartED website •Increase conversion and CR (registration) •Increase Leads •Inform and educate about smartED Strategy • Presence on relevant websites • Contact with target audience through displays that are: • Fun • Geek • Green Reason • Efficiency • Reach • Awareness • Brand image • Engagement • Pinpoint targeting Flighting • Pulsing Strategy
  • 110.
    Print: Magazines Objectives Reason • Educaterelevant target on smartED • Safety • Price • Space • Features • Customization • Selective targeting • Frequency • Detailed information • Direct traffic to smartED webpage • Reader involvement • Opportunity for repeat exposure • Frequency Flighting • Blinking Strategy
  • 111.
    Magazines - Strategy Presenceon 3 magazines categories: Geek/Tech Magazines MacWorld magazine Wired Magazine Geek magazine Auto magazines Automobile Magazine Car and Driver Fast Company Magazine (Targeting Young entrepreneurs) Environmental Magazines The environment Magazine
  • 112.
    YouTube Objectives Strategy Reason Flighting • Pulsing Strategy •Engagement • Show smartED in action • Convey Image: Green, Tech-y, Fun • Go Viral • Create different types of video: • Fun • Green • Tech-y • Reach • Tackle safety, space, price issue • Buzz worth • Same ending, different stories • Upload videos to website & FB • Engaging • Word of Mouth • Entertainment
  • 113.
    SEM Objectives • Presence where relevant •Generate qualified clicks to leads Strategy •Google Search Engine •For P&P Competition •For Campaign •Google Ad Planner Reason Flighting • Precise • Efficient • Convenient • Increase CTR • Relevant • Direct traffic to website and FB page • Pinpoint • Recency Strategy
  • 114.
    PR Event (thelaunch) Objectives Strategy Reason • Attractive to media • Awareness about: • Launch of smartED • Competition • New image of smart fun, techy, green • Direct Response: • Leads online • Traffic to smartED website • Buzz in green cities • Increase earned media • Host big event • green, techy and fun • Creates a buzz • Invite Media • Detailed information • Announce • Launch of smartED • big winner • Marathon host • Engagement • Entertainment Flighting • One day event
  • 115.
    Emails Objectives • Brand awareness •Frequent contact with acquired prospects • Increase responses • Increase leads • Increase CTR Strategy • Database from registration Reason • Pinpoint Targeting • Engagement • Purchase Relevant List • Inform about smartED • Notifications of process of competition • Reach • Frequency • Personalized Flighting • Recency Strategy
  • 116.
    Flighting Teasing w1 Competition and LaunchEvent w2 w3 w4 w5 Post-Launch w6 w7 w8 M3 Marathon M4 M5 M6 M7 Post Launch Continued M8 M9 Bloggers FB Ads Twitter Online Banners Print Youtube SEM Email PR Event Heavy Medium Light M10 M11 M12
  • 117.
  • 118.
    Breakdown of Budget Partnership 3% VideoProd Controls 2% Creative 5% Media Spend 10% Marathon 10% Infrastructure of P&P Marathon Media Spend 50% Creative Video Prod Partnership Infrastructure of P&P 20% Monitoring Controls
  • 119.
    Breakdown of MediaSpending PR Event 7% Bloggers Email 5% 6% SEM 12% FB Ads 20% Bloggers FB Ads Twitter Online Banners Print Youtube 5% Youtube Twitter 15% Print 10% SEM Email PR Event Online Banners 20%
  • 120.
  • 121.
    Monitoring controls ofMedia • Online Buzz • Google Analytics Bloggers • FeedBurner FB Ads Twitter Online Banners • # Registered Participants • # clicks • Landing Page hits • Conversion rate • # impressions • CTR • # Followers • # ‘s • Leads • • • • • Leads CTR Conversions Display ad mouseover Display ad interactions Print • Circulation • Reader per copy • Rate Base • # Users Youtube • AdWords conversion tracking SEM Email • Google Ad Planner • learn with Google • AdRelevance • Open rate • CTR • conversions • # earned media • buzz and WOM PR Event • # of visits to the websites
  • 122.
    Digital-SEM Keyword Cost Key Words MercedesSmart Smart Car Smart Electric Drive Small cars Electric Drive Green Car Electric Drive Electric Drives Mitsubishi EV, Nissan Leaf, Chevy Volt Estimated Average Cost $ 3.50 $ 3.87 $ 3.43 $ 1.02 $ 1.58 $ 0.05 $ 2.56 $ 2.06 $ 2.03
  • 123.
    Digital - SEM- Type of Keywords Type of Keywords related to Competition:  Competition Name Terms  Generic Terms  Terms related to Competition (Theme, Riddles, Checkpoints)  Terms related to teasing campaign Flighting Period: Teasing campaign and competition only Type of Keywords of Campaign  Brand Terms  Generic Terms  Singular/Plural Term  Misspelled Terms  Competitive Terms Flighting Period: During whole campaign
  • 124.
    Tackle charging stationsissue – Potential addition Partnership with Parking Lots Consolidated App with

Editor's Notes

  • #4 Objectives:These are 2 clear and distinct objectives----- Meeting Notes (12/13/12 15:16) -----5,000 (10% of the expected 2012 EV market). Smart ED is considered a strong challenger in the EV market.
  • #6 Car Industry – gas prices are fluctuating and have been increasing.Hybrid is pushing advances in the fuel efficiency areaThe fact that the TESLA Model S won car of the year is a testament to how Electric Vehicles are getting recognized among Auto enthusiasts and can compete with ICE vehicles.
  • #7 Point out the Market Leader- Leaf & Volt----- Meeting Notes (12/13/12 15:18) -----Leaf: 8,300Volt; 20,800
  • #10 ----- Meeting Notes (12/13/12 16:11) -----Price, safety,size is not enough
  • #13 Meet seth and sara
  • #15 Change Chicago!!!
  • #16 People have the need to differentiate themselves. We live in a highly demanding world affected by the easiness of slipping into the masses. The fun element is forgotten and eventually we all become one among many. People are bored of that, they want to stand out, express their feelings and change the standards – bringing out their “geekiness”. They want to buy the EV smart car not because they need a car, it is beyond that, they want to buy it in order to make their lives easier, differentiate, express themselves and do the right thing by driving locally while thinking globally.
  • #17 Geeks are the kids we all once used to tease in our school years. Those geeks though are nowadays the CEOs, the innovators and the stock market’s biggest players. The standards of coolness are shifting; it’s cool to act like a geek. Geek is becoming the new cool! The EV Smart Car will allow people’s inner “nerd” to stand out and make a statement with style. Proud to be Geek!
  • #20 The smart EV is the most affordable electric car in the market. It is fun to drive, eco-friendly and has tech perks that you can plug into.
  • #23 Blogger:Hire 10 influential bloggers to createbuzzforthecompetitionMaintain contact with followers about smartED Motivate around marathon “Prize”Why Blogger: Influential to engage relevant target Buzz worthPR implicationSupport consumer behaviorFBPreLaunch:Interact with the community on FB around the competition Direct to the competition FB page Leverage on marathon incentiveWhy FB: Reach & Engagerelevant targetInteractivityEfficient feedbackEntertainmentTwitter:Inform aboutProcess of competition and Brand newsCollect Feedback Push engagement on the FB pageWhy Twitter:Engage with relevant targetInteractivityEfficient feedbackInstant contactOnline Banner:Direct to FB pagePresence on relevant websitesContact with target audience through diplays that are:FunGeekGreen - Relevant websites:Cars, Tech, Green & Environmentally friendly, Travel, News, Entertainments) - Examples of Magazines:Wired.com; Thinkgeek.com ; Mashable.com; Fandango.com; Turntable.fmWhy Online Banner: Efficiency Reach AwarenessBrand imageEngagementPinpoint targeting
  • #24 Launch:FB AppAccessible on mobileBloggers to create buzzRegistrationTo acquire email databaseCity Rep1st riddle sent by mail1st person to solve it and get to the check point is the city rep -
  • #25 FBPreLaunch:Interact with the community on FB around the competition Direct to the competition FB page Leverage on marathon incentiveWhy FB: Reach & Engagerelevant targetInteractivityEfficient feedbackEntertainmentMagazine: Presence on 3 magazines categories:Geek/Tech Magazines: MacWorld, Wired, GeekAuto magazines: Automobile, Car and Driver, Fast CompanyEnvironmental MagazineWhy Magazine: Selective targeting/Reader involvement/Opportunity for repeat exposure/Frequency/Detailed informationSEM: 1. Google Search Engine For P&PCompetition For Campaign 2. Google Ad Planner 3. Monitoring controls:Keyword Search Volume Trends over flighting period smart’s position in the SEType of Keywords related to Competition:Competition Name TermsGeneric TermsTerms related to Competition (Theme, Riddles, Checkpoints)Terms related to teasing campaignWhy SEM:Precise/Efficient/Convenient/Relevant/PinpointYouTube: 1. Create different types of video:FunGreenTech-y 2. Tackle safety, space, price issue 3. Same ending, different stories 4. Upload videos to website & FBWhy YouTube: Reach/Engaging/Word of Mouth/Buzz worth/EntertainmentEmail: 1. Database from registration 2. Purchase Relevent List 3. Inform about smartED 4. Notifications of process of competitionWhy Email: Pinpoint Targeting/Engagement/Reach/Frequency/Personalized
  • #26 PR one day event:1. Host big event:green, techy and fun2. Invite Media3.Announce: Launch of smartED big winner MarathonhostWhy PR: Attractive to media/Creates a buzz/Detailed information/Engagement/Entertainment
  • #27 PR one day event:1. Host big event:green, techy and fun2. Invite Media3.Announce: Launch of smartED big winner MarathonhostWhy PR: Attractive to media/Creates a buzz/Detailed information/Engagement/Entertainment
  • #28 FB Post Launch:Direct to the smartED page Interactive with target Hype on MarathonWhy FB: Reach & Engagerelevant targetInteractivityEfficient feedbackEntertainmentOnline BannerPost:Direct to SmartEDwebsiteWhy Online Banner: Efficiency Reach AwarenessBrand imageEngagementPinpoint targetingSEM: 1. Google Search Engine For P&PCompetition For Campaign 2. Google Ad Planner 3. Monitoring controls:Keyword Search Volume Trends over flighting period smart’s position in the SEType of Keywords related to Competition:Competition Name TermsGeneric TermsTerms related to Competition (Theme, Riddles, Checkpoints)Terms related to teasing campaignWhy SEM:Precise/Efficient/Convenient/Relevant/PinpointYouTube: 1. Create different types of video:FunGreenTech-y 2. Tackle safety, space, price issue 3. Same ending, different stories 4. Upload videos to website & FBWhy YouTube: Reach/Engaging/Word of Mouth/Buzz worth/EntertainmentEmail: 1. Database from registration 2. Purchase Relevent List 3. Inform about smartED 4. Notifications of process of competitionWhy Email: Pinpoint Targeting/Engagement/Reach/Frequency/Personalized
  • #30 Expenditure of 7M-Percentages!!
  • #31 Expenditure of 7M-Percentages!!
  • #110 - Relevant websites:Cars, Tech, Green & Environmentally friendly, Travel, News, Entertainments)- Examples of Magazines:Wired.com; Thinkgeek.com ; Mashable.com; Fandango.com; Turntable.fm
  • #114 Monitoring controls:KeywordSearch Volume Trends over flighting periodsmart’s position in the SEType of Keywords related to Competition:Competition Name TermsGeneric TermsTerms related to Competition (Theme, Riddles, Checkpoints)Terms related to teasing campaignFlighting Period: Teasing campaign and competition onlyType of Keywords of Campaign Brand TermsGeneric TermsSingular/Plural Term Misspelled Terms Competitive Terms Flighting Period: During whole campaign
  • #116 Selects chosen were age (20-35), income ($30k+), live in urban areas.
  • #119 Expenditure of 7M-Percentages!!
  • #120 Expenditure of 7M-Percentages!!
  • #124 Type of Keywords related to Competition:Competition Name TermsGeneric TermsTerms related to Competition (Theme, Riddles, Checkpoints)Terms related to teasing campaignFlighting Period: Teasing campaign and competition onlyType of Keywords of Campaign Brand TermsGeneric TermsSingular/Plural Term Misspelled Terms Competitive Terms Flighting Period: During whole campaign
  • #125 Monitoring Controls