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Week 5 Assignment_Jerome
- 1. Jerome Cygan MKT 571 Feb. 1, 2016 David Cicerone
- 3. • Coverage: How well do the different communications reach the target market and do they reach the same or different consumers in that market? • Contribution: How much does the communication affect consumer awareness of the brand, elicit a response, and induce sales? • Commonality: Are common associations produced across communications options? How easily do consumers recall brand association? • Complementarity: How well are different associations linked across communications options? • Versatility: Does the communication effectively communicate to consumers who have seen other communications as well as consumers who have not? • Cost: Is the communications program effective and efficient enough to justify the cost? Source: Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). NewYork, NY: Pearson Criteria of an Effective IMC Plan
- 4. Current: (Scribd, 2016) • 25-35 year olds • Performance sport bike enthusiasts • Women who prefer the weight and ride height over competitors • Wide variety of individuals with different tastes Recommendation: • Continue marketing to loyal customer base • Expand marketing to target Baby Boomers over the age of 50 Target Audience
- 5. • Increase sales of the Scrambler model by directing marketing to persons over 50 years of age by addressing feelings of nostalgia for “the good old days” • Keep loyal customer base by maintaining strength of brand awareness Objectives
- 6. Message strategy • Appeal to the consumer’s feelings of nostalgia for events and places in their past. Creative strategy • Use a transformational appeal to stir up emotion for the past Message source • Use imagery of the past and a conservative married couple in their 50s The Communication
- 7. • Television advertising on home improvement networks and the Hallmark channel • Print advertising in magazines geared toward the Baby Boomer generation • Social media: Facebook,Twitter, Instagram,Youtube • Special events: AARP conventions, travel shows, financial security shows • Direct marketing Communication Channels
- 9. Conservative white couple in their 50s sitting on porch A young couple races by on a Ducati Scrambler; hear motor & laughter Pan in on older man who is deep in thought Flash back to man as a youngster riding a motorcycle with his father; hear motor and laughter You hear the sound of motorcycle as they ride off onto a country dirt road at sunset. Show man turn and smile and nod at his wife. Pan out and see man sit on a Scrambler with his wife already seated also wearing Scrambler attire. She is smiling at her husband. They are parked on the shoulder of a road in the country. Return to present focused on the older man smiling, putting on his Ducati Scramber helmet and wearing Scrambler apparel. As couple rides off show phrase “The land of joy!”, Scrambler logo, and website URL. Fade out and end. Storyboard for video ad
- 10. Brand New (2008, November). Ducati paves a new road. Retrieved from http://www.underconsideration.com/brandnew/archives/ducati_paves_a_ne w_road.php#.Vq1rBbIrLiw Ducati (2016). Who we are. Retrieved from http://www.ducati.com/company/profile/index.do Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). NewYork, NY: Pearson. Scribd (2016). Ducati case study. Retrieved from http://www.scribd.com/doc/54238318/Ducati-Case-Study#scribd Ultimate Motorcycling (2016). Ducati revamps American retail identity. Retrieved from https://ultimatemotorcycling.com/2012/01/23/2012ducati- revamps-american-retail-identity/ Wikipedia (2016, January). Ducati. Retrieved from https://en.wikipedia.org/wiki/Ducati References
Editor's Notes
- An integrated marketing communication plan creates a uniform brand message across all marketing platforms so the customer receives the same message no matter where or how they interact with the brand. The marketer’s goal is to create brand equity by making sure the message is clear, consistent, and reaches the target market at the right time in the right place (Kotler & Keller, 2012).
- Ducati dominates the sport bike market but falls short in the cruising and touring markets. Harley-Davidson dominates the cruising market and has a strong brand following. Ducati might be able to tap into the cruising market by marketing its Scrambler model to the Baby Boomer population. The Scrambler was designed based on the original Ducati motorcycle. So the retro look and clean simple features of the bike might appeal to the older generation. By targeting this audience Ducati can increase its sales.
- Under the hierarchy-of-effects model there are four possible objectives in communications; category need, brand awareness, brand attitude, and brand purchase intention (Kotler & Keller, 2012). In this particular case, the objectives will be for brand awareness and brand attitude. Brand awareness will be strong with loyal customers being able to recall the brand outside the store with existing and new customers being able to recognize the brand in the store.
- Three components of the communication are message strategy, creative strategy, and message source (Kotler & Keller, 2012). The message strategy describes what will be said in the communication. The marketer uses appeals, themes, or ideas to tie in the brand position and differentiate the product from others. The creative strategy will determine how it will be said. The message can be informational or transformational. An informational message appeals to a consumer’s rational reasoning. A transformational message appeals on a more emotional level. The message source should be credible. Credibility is determined by the source’s expertise, trustworthiness, and likability.
- There are personal and nonpersonal channels of communication (Kolter & Keller, 2012). Personal communication is face-to-face and word-of-mouth while nonpersonal communication is directed to more than one person. Through integration of these channels of communication the marketer will be more effective at reaching the target audience.
- This print ad could be ran in the AARP, Westways, or other publications directed toward Baby Boomers. The yellow color and the Scrambler logo will be recognized across all forms of communication. This bike and similar scene will be found in the video ad to maintain continuity between communications. “The land of joy” phrase is already in use with the Scrambler brand so it will be familiar to existing customers and a reminder to older consumers of when they were young.
- This storyboard would be use to produce a video that could be broadcast on TV channels popularly viewed by Baby Boomers. It would also be uploaded to Youtube and shared on social media sites.