Integrated marketing communication plan of Chevrolet Camaro.Discussion on the target audience, Communication Objective, implementation plan of advertising, Public relations use, statement, Print ad, concept story of the print ad and media objective and strategy
How the Sales & Distribution works for Honda Activa. The hierarchy of the sales team in Honda Showroom and time taken to deliver from Manufacturing unit.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
Mercedes-Benz IMC Marketing Campaign by Miles MinnaarMilesMinnaar
An IMC Marketing Campaign I created for my introduction to advertising class I took in 2020. Special thanks to Barry Smith, my professor, for teaching me.
How the Sales & Distribution works for Honda Activa. The hierarchy of the sales team in Honda Showroom and time taken to deliver from Manufacturing unit.
April 2003
Toyota Prius; Marketing Communications Plan
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for
the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which
consists of two groups: private and corporate buyers. Next to the demographic profile, three different
psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The
strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet
will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is
suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three
years. The majority of the budget will be spent on TV and print advertising.
Mercedes-Benz IMC Marketing Campaign by Miles MinnaarMilesMinnaar
An IMC Marketing Campaign I created for my introduction to advertising class I took in 2020. Special thanks to Barry Smith, my professor, for teaching me.
Get insights into the marketing strategy of Maruti Nexa through its Portfolio, Marketing Activities, competitors, STP, Value Chain, and SWOT Analysis. We have also given some suggestions with proof of a customer survey that we had conducted in the process of preparing this report.
Its a presentation on strategies followed by BMW in different phase es and departments in the organisation.
Data collected from secondary sources (like websites,thesis,and reports) for this PPT
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
I have attempted a brand analysis of one of the giants in Automobile sector: Harley Davidson. This analysis is done keeping in mind the Indian market. The brand is doing great globally but to get dominance in the Indian market, it needs to understand India's consumer behavior because India is not like any other market. They need to be more flexible in their framing their strategic plans. The competition between HD and Royal Enfield is exciting for the consumers as well as marketers. Well, i wish that the best marketer may win!
Get insights into the marketing strategy of Maruti Nexa through its Portfolio, Marketing Activities, competitors, STP, Value Chain, and SWOT Analysis. We have also given some suggestions with proof of a customer survey that we had conducted in the process of preparing this report.
Its a presentation on strategies followed by BMW in different phase es and departments in the organisation.
Data collected from secondary sources (like websites,thesis,and reports) for this PPT
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Brand Analysis of Harley Davidson (from Indian perspective).Jay Shah
I have attempted a brand analysis of one of the giants in Automobile sector: Harley Davidson. This analysis is done keeping in mind the Indian market. The brand is doing great globally but to get dominance in the Indian market, it needs to understand India's consumer behavior because India is not like any other market. They need to be more flexible in their framing their strategic plans. The competition between HD and Royal Enfield is exciting for the consumers as well as marketers. Well, i wish that the best marketer may win!
US Automotive Revival Campaign Project by Loyola Graduate Marketing Students ...Sandra Kumorowski
Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications.
We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors.
The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment.
Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What's Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community.
We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea.
http://www.imediaconnection.com/content/22262.asp
Carmooch v2.0 is nearly live! This is the presentation we will be using to demonstrate it's features at the 2011 Australian International Motor Show in Melbourne.
MLT Case Study: Manheim GM Dealer Lane Awareness CampaignMLT Creative
Manheim, Inc. is the world's largest provider of vehicle remarketing services, with more than 30,000 employees in 130 operating locations worldwide. This integrated campaign provided a quick response to a competitor’s takeover of GM inventory. But it also delivered the foundation for not only recapturing inventory and dealer loyalty – but growing the business over the longer term. MLT Creative used a combination of print and online advertising to promote the Manheim GM Dealer Lane.
This month, online car marketplace AutoTrader, which has been working with MDC Partners’ Doner for more than 16 years, issued an RFP seeking a new creative agency.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members.
Running head AN UNDERSTANDING OF THE TARGET MARKETS .docxSUBHI7
Running head: AN UNDERSTANDING OF THE TARGET MARKETS 1
AN UNDERSTANDING OF THE TARGET MARKETS 2
BMW
Introduction
As the BMW Group (n.d.) highlighted, the origin of BMW trickles back Karl Rapp and Gustav Otto. In the year 1916, there was the merging of Flugmaschinenfabrik Gustav Otto Company to Bayerische Flugzeug-Werke (BFW) at government behest. Relatively, in the year 1917, the Rapp Motorenwerke had evolved to Bayerische Motoren Werke (BMW) GmbH before becoming an AG; Public Limited Company in the year 1918 (BMW Group, n.d.).
The Product Life Cycle
The Living Media (2017) highlighted that this cycle has four stages.
The Introduction Stage
The source observed that this is the most expensive stage of a company that seeks to introduce a new product and BMW is no exception. Before starting off this stage, it is worth determining the needs of the consumers to come up with a product that satisfies such desires. The Automotive Intelligence (2007) notified that in the efforts to ensure that there are no mistakes made in the introduction stage, BMW had even set a location; Engineering Centre (FIZ) in Munich which serves as a location for all people brought together for the purpose of developing a product, suppliers included. It is a requirement to determine the characteristics of the target market.
Demographic characteristics
Abougomahh (2005) stated that the demographic characteristics are the reflection of the elements such as the size of the population as well as its features. These characteristics of the population may stand for the age, marital status and the education of the particular target market (Abougomahh 2005). In manufacturing a vehicle, BMW must take cognizance of these aspects concerning the market they target. Nica (2013) informed that the BMW's i8 targeted the consumers who were mostly men and of the age of 35 years old. On the other hand, if targeting families, there would be a replication of the same in the design of a vehicle.
Psychographic Segmentation
Lamb, Hair, ad McDaniel, (2009) opined that these characteristics stand for the aspects touching on the personalities, motives and even the lifestyles of the consumers. It is worth highlighting that when it comes to BMW, there is the reflection of the same with regards to the designs of their products. Getting back to the BMW's i8 the same vehicle targets the individuals who are tech-savvy; not only like to enjoy the experience of driving but also express caution concerning the responsible driving (Nica, 2013).
The analysis of the psychographic and the demographic aspects help in the better understanding of the consumer needs and the replication of the same in the modeled designs of vehicles.
The Growth Stage
In this stage, one thing that stands out is that there is the aspect of the growth in the sales and the same on profits. The Living Better Media (2017) highlighted that the ...
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
2. TARGET AUDIENCE
DEMOGRAPHIC
The market for this car is only the private consumer
buyer and corporate buyers. The former is the most
important market.
The consumer can be male or female between 30 and
50 years old.
The consumers are either single or married with a
career. They are well educated and well informed
adults with a knack for speed, thrill and adventure.
They belong to AB Socio- economic segment i.e. they
belong to upper middle class who are not ready to
purchase but are also able to pay more for it.
There are chances these consumers might already
own a sports car or something similar.
PSYCHOGRAPHIC
Performance driven-
• consumers look for the ideal combination of high fuel
economy and sports car.
• highest usage of print media, espesicaly car magazines .
• In case of television Sports channel like Star sports, Sony
ESPN .
Technology driven-
• interested in the world of latest technology and
innovations . want to be the first ones to own the
technology and embrace it.
• highest usage of Print media especially magazines that
cater to the innovation and technology segment
• In case of television the most viewed channels can be
Discovery channel, Sports channel and intensive use of
internet.
3. COMMUNICATION OBJECTIVE
SHORT TERM
Increase the consideration of Camaro when
planning purchase of sports car.
To create a buzz in the target market
regarding Chevrolet Camaro.
To motivate the customers to find out more
about Camaro.
To educate the customers about Camaro.
LONG TERM
To aware the consumers about Chevrolet
Camaro.
To establish Camaro as a new age car, speed
driven.
To stimulate the interest and desire for
Camaro in consumers.
4. STRATEGIC PLAN FOR COMMUNICATION-
IMPLEMENTATION PLAN
ADVERTISING
• Broadcast
media
Adverising on
Sports and
technology
oriented
Channels
• Print
media
Magazines
especially that
cater to Sports
and Business
• Display
media
Billboards near
airport
• Online
Media
Online
advertisement
6. Slingshot speed. Good looks
Yes, it offers everything that you
loved.
One with 650horsepower, 10 speed
paddle shift automatic married with
elegant yet sporty body of 20inch
forged aluminum wheels.
A treat for sports car lover.
Want to know how to park one in
your garage?
Meet the dealer
Rediscover the Racer
in you
7. MEDIA OBJECTIVE AND STRATEGY
Printed Advertisements in Magazines
They can be concentrated directly towards the target audiences.
Youth, young sport athletes, young adults and sports enthusiasts who purchase these sport
magazines will be attracted and curious about sport related articles.
It has the ability to present detailed information and excite readers with eye-catching visual
communication.
Focusing on informing and alerting the public on our new product in the first 3 months will be
main priority . Consecutively, 3 months of a 1 full page publicity on Camaro and upcoming
launch event will be featured. Subsequently, alternate months of a 1 page advertisement will be
published to have constant reminder for our audiences about the existence of the product,
presence and influence.
An editorial cover story write up will also be featured about the Chevrolet Camaro.
8. MEDIA OBJECTIVE AND STRATEGY
PUBLIC RELATIONS
Public relations, “the development and maintenance of good relationships with different
publics” (Smith, 1997), are essentially information within an independent medium (e.g.
magazine, newspaper) that occurred because a company provided them with those (e.g. press
release).
Public relations are useful because they enjoy a high credibility at a low cost, but the exact
message cannot be controlled.
This communication form will be of major importance for the Camaro campaign as many buyers
draw their information from the media. Being represented, talked about in those will be an
essential step in at least being considered as a choice.
