Media Plan

•  A master mechanic named Henry Leland founded Cadillac in Detroit 1902.

•  French colonial governor Antoine de la Monthe whom founded Detroit in 1701 inspired Leland.

•  Feature an electric self starter

•  Have lacquer paint giving customers 500 color combination choices.

•  Automobile manufacturer to provide power steering in 1950.

•  Become customer service pioneers by inspecting newly purchased vehicles for customers, and offering test-drives.

HISTORY: FIRST TO:

CADILLAC SALES

•  GM reported sales as of January 2012 have decreased since 2011. Cadillac had a 55% decrease in sales since December of 2011.

•  In January of 2012 every model within the Cadillac product line experienced declining sales.

•  The SRX had the smallest reduction in sales with only 1.7% decrease and total sales of 4,166 units over the past year.

The CTS sold 3,019 units. The Escalade sold 985 units. The DTS AND STS sedans are to be discontinued in 2013.

LUXURY CAR MARKET DEMOGRAPHIC PROFILE •  The majority of luxury car buyers are between the ages of 30-40.

•  Luxury car owners have a higher chance of being college educated.

•  Median income of about 140,000 a year.

•  Males dominate the luxury car market at 53%.

•  Luxury car buyers spend an average of $45,000 on a vehicle. Opposed to consumers under 40 years old to an average of $40,000.

•  Cadillac has the oldest consumer average age of 55 years old.

•  Audi has the youngest consumer average age of 44 years old.

•  The target market for luxury brands are an older, mature, established consumer.

•  According to a report prepared by Borrell Associates the automotive industry spends 30.8 billion dollars on advertising yearly. At least 40 cents of every media dollar is channeled towards digital.

CHALLENGES & OBJECTIVES

•  Low sales •  Heavy Competition •  Brand lacks

competitive edge & newness.

•  Reach a new target market

•  Increase sales •  Refocus the Cadillac

brand image.

RECOMMENDED TARGET MARKET A F R I C A N A M E R I C A N M E N

Y O U N G A D U L T S 1 8 - 2 6

Rationale- MRI Index results*

MEDIA MIX

National Media Plan - $10 Million

Rationale- The large amount of advertising dollars are allocated towards digital to

provide frequency and reach to the recommended target markets.

Rationale* Streaming ,Banner, and Voice Ad’s

T E L E V I S I O N : $ 6 , 0 0 0 , 0 0 0 M A G A Z I N E S : $ 1 , 9 5 2 , 7 9 0

I N T E R N E T : $ 2 , 0 0 0 , 0 0 0 T O T A L $ 9 , 9 5 2 , 7 9 0

B U D G E T L E F T O V E R :

$ 4 7 , 2 1 0