Transcript
7/31/2019 Team Micronesia-FIAT Media Pitch
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Team Micronesia
Zahra Bajgiran, Christina Lai, Erin Luzzi, Kevin Overton, Jimmy Tai
FIAT
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COMPANY
Founded in 1899, Fiat Group Automobiles (FGA) designs, produces and sells automobilesunder the Fiat, Alfa Romeo, Lancia and Abarth brands, and light commercial vehiclesunder the Fiat Professional brand
The brand has a tradition of producing models that offer practical and affordabletechnological solutions and an unmistakable Italian design
FIAT MultiAir Technology was recognized as the "Single Most Innovative EngineTechnology" of 2010 by the International Engine of the Year Awards panel
Fiat 500 is 50 years old and available in over 80 countries
Won 60 international awards
Fiat owns 58% of Chrysler 6 million vehicles by 2014
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PRODUCTS
500
Pop, starting at $15,500
Sport, starting at $17,500
Lounge, starting at $19,500
500C Pop, starting at $19,500
Lounge, starting at $23,500
500 by Gucci, starting at $23,500
500 Pink Ribbon, starting at $22,000
500 Abarth, starting at $22,000
High elaboration, High effort, High motivation
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TARGET MARKET
Young, urban commuters, single or married with one child, who are secure enough in theirappearance to not worry or care about judgment or keeping up with the Jones
They have no need for gas guzzling vehicles during the days of $4.00 per gallon of gas
Suited to customers who are increasingly in tune with environmental issues andtechnological innovation
Many customers choose a Fiat as their first car because they can purchase a model thatis stylish, practical, safe and that represents good value for money
Young and active speed lovers
Those who wish to downsize
Families that require a second car
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MARKET
Economy car
Class subcompact car
Top competitors and share of market*
Nissan Versa 15.7% of market
Kia Soul 15.6% of market
Chevrolet Sonic 10% of market
Mini Cooper 7% of market
Fiat 500 4.6% of market
Market opportunity: $2 billion**
Subcompact category sales growing.
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SWOT ANALYSIS
Strengths
Exotic Fresh
image
Weaknesses
BrandRecognition
Opportunities
GrowingMarket
Threats
Establishedcompetitors
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CURRENT CREATIVE APPROACH
Share of market is low and competitors share of voice is high, resulting in advertisingfocused on a defensible niche
Simply More.
Television commercials
2011Life is Best when Driven
2012
Seduction First Time
House Arrest Bad Boy
Baby Let Your Italian Out Print advertising
Simplicity
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CURRENT CREATIVE APPROACH
Position Stylish and Fun to Drive
Theme Simply More.
Problem Awareness
Major Selling Idea Everything you need
Appeal Affective
Execution Style Humor
Presentation
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MEDIA PLAN #1 TARGET MARKET
Baby boomers anyone born after 1946-1964 48 to 66 years old
Largest segment with the most wealth
Woman baby boomers
Customers over the age of 50 represent 62.5% of annual new vehicle sales
73% of women make car buying decisions alone, and 26% make the decision with theirpartner, and only 1% rely on their partner to make the decision
Baby boomer woman
Do not like buying cars
40% do not like price negotiating
36% do not like car sales people
88% purchased latest car through traditional dealership
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CREATIVE APPROACH #1
Positioning A car to bridge the generation gap
Theme Designed for all ages
Promotional Strategy
Problem Mostly targeted to a youthful market
Selling ideaIt isnt just for the young
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MEDIA PLAN #1
To obtain trial and purchase Enhance IMC efforts and
build brand equity Target a specific segment
Objectives
Market FIAT to a newsegment while maintainingits current customers
Strategy
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MEDIA PLAN #1
Print Television Public Relations
MediaClasses
AARP the Magazine Lifetime Community Involvement
MediawithinClasses
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MEDIA #1 PROMOTIONAL MIX
TraditionalAdvertising
Advertisements on television and in magazines
Public
Relations/Publicity Interview current owners of the car
Digital Social Media
Sales Promotion Sweepstakes to win a FIAT 500
Support/Alternative Product Placement
Personal Selling Improve buying process for these women
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MEDIA SCHEDULE #1
Product
High Motivation New Segment
Pulsing
Normal levels throughout year Increase for end of year sales
Goals Increase Awareness Persuasion
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MEDIA PLAN #2 TARGET MARKET
LGBT community: Gay men
Gay men gravitate towards Saab, Audi, Mini, VW Beetle, VW Rabbit and convertibles
Lesbians gravitate toward Saab, Scion, Jeep, Subaru.
67% prefer to buy cars from companies with gay friendly reputation
Above average income: 40% of this group earns >$100,000
Above average levels of loyalty to certain brands (53%)
Prefer small compact cars: 42% of men and 32% of women live in big cities
17% reported buying a car within the past 12 months
Like to express a taste of fun and freedom
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CAR OWNERSHIP
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CREATIVE APPROACH
Positioning: Fun, stylish, Eco friendly car
Promotional Strategy
Problem Drivers give up style and performance by owning Eco-friendly cars
Selling idea - Fiat is a stylish sporty eco-friendly car
Theme:
-Its a fun-to-drive, luxurious, and eco-friendly car; find your pot of gold at the endof the rainbow
or
-an Italian beauty for an American family, Ride with pride.
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MEDIA PLAN
To obtain trial and purchase Enhance IMC efforts and build
brand equity Target GLTB group
Objectives
Introduce the European car
Increase awareness New campaign themeStrategy
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MEDIA PLAN #2
TV Print publication
MediaClasses
Gay cable network LOGO,shows hosted by members of
the community Magazines: paid and free
Media withinClasses
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MEDIA PROMOTIONAL MIX
TraditionalAdvertising
Broadcast, Print publication
PublicRelations/Publicity
Workplace Equality Index
Digital Ads on websites such as Gaywheels
Sales Promotion Incentives to build brand equity
Support/Alternative Direct Marketing, Sponsoring Gay events: Gay prides
Personal Selling Brand ambassadors within the community
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MEDIA SCHEDULE
Product characteristics:
Complex concept
Unique and requires high level of motivation
New in U.S.
Low market share
Short history in U.S.
Old brand that needs to change the image
Recommended media Schedule:
Mix of Continuous & Pulse. Increase frequency before and during travel seasons
Increase frequency when Competitors SOV is high.
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THANK YOU!
QUESTIONS?
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