This document provides a creative brief for a Suzuki automobile marketing campaign. It outlines the target audience as practical adults aged 25-54 looking for a quality, dependable car at a reasonable price. The objective is to establish Suzuki as a well-made brand. The strategy is to position Suzuki vehicles as "value-packed" products that meet consumers' needs affordably. The tone of advertising should be practical, sporty, and dependable to highlight Suzuki's focus on quality and affordability.

1. Kate Cunningham, Tim Graves, Madison Motley Suzuki

2. Meet the Suzukis

4. Just married, starting a family

5. New awareness of a safety need

6. No brand loyalty

8. Fresh out of college, young professional

9. First personal car purchase

10. No brand loyalty

12. Purchasing power within the household

13. Ready to treat herself

14. Wants sporty and fun appearance

16. Children are grown

17. Financially stable

18. Open to adventure and traveling

20. Objective To establish Suzuki as a well made, quality automobile brand. Suzuki motorcycle brand is recalled as a high quality product. When asked what word or image comes to mind when you hear the word Suzuki, 44% said motorcycle.

21. CREATIVE BRIEF Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54. Objective: To establish Suzuki as a well made, quality automobile brand. Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price. Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect. Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality. Considerations: These practical consumers are also concerned with safety and fuel economy. Tone: The tone of the advertising is practical, sporty and dependable.

22. COMPETITORS’ STRENGTHS Hyundai Strong Advertisements Assurance Plan High Style for Low Price Kia U.S. Assembling Cutting Edge Style “One Less Bump in the Road” Blake Griffin Dunk Contest Endorsement

23. Perceptual Map

24. “value-packed” High Quality Superior Mechanics Advanced Technology Accessories Appearance Reasonable Price Most notable trait Customers number one purchase motivating factor

25. CREATIVE BRIEF Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54. Objective: To establish Suzuki as a well made, quality automobile brand. Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price. Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect. Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality. Considerations: These practical consumers are also concerned with safety and fuel economy. Tone: The tone of the advertising is practical, sporty and dependable.

26. Insight These consumers are searching for the sweet spot where affordability and quality intersect. “People come to me because they want the best car with the best features available for a low-end price. They want to get the most out of their money.” –Kia Sales Manager “Honda isn’t more expensive than anything else but their reputation makes it seem like they are.” –Honda Sales Manager

27. CREATIVE BRIEF Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54. Objective: To establish Suzuki as a well made, quality automobile brand. Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price. Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect. Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality. Considerations: These practical consumers are also concerned with safety and fuel economy. Tone: The tone of the advertising is practical, sporty and dependable.

28. BACK TO BASICS MichioSuzuki, the founder of the Suzuki firm, had a goal to build inexpensive yet reliable transportation. This tradition has developed into Suzuki’s idea of a “value-packed product” that meets the consumers’ needs at a reasonable price. “…the trust of the shop owners who sold his firm's vehicles and of the people who bought them were the inspiration for his firm's commitment to build "value-packed products" that met customer's needs at a reasonable price.” --Jitsujiro Suzuki

29. CREATIVE BRIEF Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54. Objective: To establish Suzuki as a well made, quality automobile brand. Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price. Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect. Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality. Considerations: These practical consumers are also concerned with safety and fuel economy. Tone: The tone of the advertising is practical, sporty and dependable.

30. TONE The tone of the advertising is practical, sporty and dependable.

31. CREATIVE BRIEF Target Audience: Open-minded adults that place more value on their practical nature then trendy gimmicks. They want a quality car for a reasonable price. They are more worried about dependability than appearance. Suzuki buyers are likely to be ages 25-54. Objective: To establish Suzuki as a well made, quality automobile brand. Strategy: To convince the target audience to buy and prefer Suzuki automobiles instead of Hyundai and Kia because of Suzuki’s “value-packed” products that meet consumers’ needs at a reasonable price. Insight: This target audience wants a dependable, quality car at a reasonable price. These consumers are searching for the sweet spot where affordability and quality intersect. Support: Suzuki offers “value-packed” products that meet the consumers’ needs at a reasonable price. Suzuki was founded on this insight. These are things Suzuki has always offered. Consumers are unaware of these benefits, but they are ripe for accepting reasons to believe the cars they are purchasing are dependable and good quality. Considerations: These practical consumers are also concerned with safety and fuel economy. Tone: The tone of the advertising is practical, sporty and dependable.

32. We Are Suzuki