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Lexus
This document outlines a marketing plan for Lexus with three key pillars - highest quality cars and services, truly client friendly online services, and value for money. It proposes several ideas to promote these pillars including demonstrating the quality and durability of Lexus cars by putting one on a moving platform in a high-traffic area of Moscow for a month. It also suggests showing how Lexus online services can save customers time through initiatives counting how much money celebrities earn during typical online transactions. The budget is split between the three pillars with goals of generating over 150 publications, 3 million online views, and 100 publications respectively.
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Lexus
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- 3. GOALS & APPROACH Wepromote ✓ Highest quality of Lexus cars and services ✓ Online services How? WE ARE STORYTELLERS So we are going to tell a great story
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- 5. REALITY What you getbuying a brand new premium car… Status? Popularity? New opportunities?
- 6. YOU BUY –YOU GET Conservative aesthete Technology Driving experience Attitude
- 7. HONESTLY Buying a newLexus you simply get The best luxury car!
- 8. BEING THE BEST Thebest ones are brave enough to claim it Lexus.com offers customers to compare chosen Lexus car with competitors
- 9. BEING LUXURIOUS Luxury isnot just expensive things Luxury thing is the highest quality item which keeps its value as time goes by
- 10. PILLARS Highest quality carsand services Truly client friendly online services Value for money
- 11. DON`TS We are notgoing to propose: Press trip to Lexus factory in Japan Bring Tanahashi Haruhiko to Moscow Because it looks too obvious
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- 13. PILLARS Highest quality carsand services Truly client friendly online services Value for money
- 14. PROVEMENT The highest qualitycar is the one which works perfectly for a very long time We are brave enough to show exactly how it works
- 15. KEEP GOING We`ll putLexus on a moving platform in Moscow downtown The car will be in motion for a month without a stop Good opportunity to show key model Mechanism is similar to the treadmill
- 16. WHERE? Places in Moscowdowntown where target audience (TA) are passing by TSUM Kamergersky alley The platform will match the landscape
- 17. IT WORKS The performancestrictly delivers the key message: Lexus means quality First ever done Story Right reason for press event It`s important, right?
- 18. FINISH The car drivesdown from the platform and arrives directly to the press-event Journalists make sure the car is still perfect in and out
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- 20. PILLARS Highest quality carsand services Truly client friendly online services Value for money
- 21. PROVEMENT The only reasonfor Lexus`s customers to come to showroom is to pick up a new car Everything else might be done online
- 22. WE CARE Lexus`s customersare busy persons Online services help them to waste less time in showrooms Time is money
- 23. TIME IS RUNNINGOUT Special project with key media which shows Lexus online services (LOS) advantage We`ll make time counters for TA to know that LOS save expensive time Suggested online media:
- 24. TIME IS MONEY Duringthe time of the user is online Bill Gates (the richest man in the world of 2014) earns for These much Lexuses Time is expensive, LOS save the time
- 25. SERVICE COUNTER Pick abody color* Get a credit* LOS is fast and easy way to get any information about the brand Common time of the user is online *On Lexus.ru
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- 27. PILLARS Highest quality carsand services Truly client friendly online services Value for money
- 28. PROVEMENT Lexus is extraordinaryquality and comfort conditions which worth paying Extraordinary conditions for extraordinary people
- 29. YEARS OF SUCCESS LexusLS is the most expensive model in the product line In 2015 it`s been a quarter of century of quality and comfort Each generation has its vision of success, wealth and quality Each generation has its Lexus LS
- 30. ART PROJECT In termson Lexus LS 25 years evolution we`ll show how requirement to extraordinary quality has been changing and who were its target audience during this time Photo exhibition of persons and the highest quality conditions they afforded and going to afford in future
- 31. TRENDY PEOPLE Each generationhas some extraordinary moneymaking business We`ll show who are these extraordinary people (from 90`s till now) We`ll create the portrait of future extraordinary businessman
- 32. FACES & TIMES 1990`s2000`s 2010`s 2020`s Software RAP Music Social networks What`s next? Bill Gates Nelly Mark Zuckerberg ???
- 33. WHERE? Museum teams areready to communicate Multimedia art museum Pushkin Museum
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- 35. SPLIT BY PILLARS Highestquality cars and services Budget: ₽ ₽ KPI`s: Over 150 publications Specialized online/print Business online/print Lifestyle online/print TV/Radio Truly client friendly online services ₽ ₽ Over 3 000 000 views ₽ ₽ ₽ Over 100 publications Specialized online/print Business online/print Lifestyle online/print TV/Radio Value for money Subtotal: ₽ Agency fee (%): ₽ TOTAL: ₽ (Incl. VAT)
- 36. WE ARE STORYTELLERS THANKYOU! 201 4 WWW.PRT.RU