The Pursuit of Safety

The Pursuit of SafetyMatt SchubertMatt Schubert

Andrea Diez de OnateAndrea Diez de OnateTiffany MillerTiffany Miller

Danielle DeJesusDanielle DeJesusAlessandra Coche’Alessandra Coche’

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Engineering AmazingEngineering Amazing

Lexus LFA

Engineering Safety/ Market Engineering Safety/ Market AnalysisAnalysis

Lexus is engineering the future. Not only making Lexus is engineering the future. Not only making our cars better and safer, but actually changing our cars better and safer, but actually changing the future of automobiles.the future of automobiles.

-Whiplash diminishing seats-Whiplash diminishing seats-Moves with human body in rear end collisions-Moves with human body in rear end collisions

-Dual chambered airbags to reduce minor injuries from -Dual chambered airbags to reduce minor injuries from deploymentdeployment

-Renewable materials-Renewable materials-Aluminum-cast engines for cost/fuel efficiency-Aluminum-cast engines for cost/fuel efficiency-Creating cars parts from castor oil, soybeans, corn, -Creating cars parts from castor oil, soybeans, corn, sugar cane, bamboo and kanaf fiber.sugar cane, bamboo and kanaf fiber.

Lexus previously held #1 luxury car title for 11 Lexus previously held #1 luxury car title for 11 straight years, just recently relinquished to straight years, just recently relinquished to Mercedes-Benz.Mercedes-Benz.

Target Market AnalysisTarget Market Analysis

Lexus, with the second-oldest customer Lexus, with the second-oldest customer (age 53, on average) among the 4 brands, (age 53, on average) among the 4 brands, also increased its percentage of buyers also increased its percentage of buyers younger than 56 years old this year — younger than 56 years old this year — 56.8 percent vs. 54.5 percent a year ago.56.8 percent vs. 54.5 percent a year ago.


Lexus garnered the largest share of Lexus garnered the largest share of female buyers among the four premium female buyers among the four premium brands (Mercedes, Audi, Cadillac) — 41.0 brands (Mercedes, Audi, Cadillac) — 41.0 percent — but that percentage was percent — but that percentage was slightly lower than last year’s 42.4 percentslightly lower than last year’s 42.4 percent


Lexus posted the largest increase in Lexus posted the largest increase in average transaction price from last year. average transaction price from last year. The average Lexus deal in the first 4 The average Lexus deal in the first 4 months of 2010 was $44,527, up $3,201, months of 2010 was $44,527, up $3,201, or 7.75 percent higher than a year ago.or 7.75 percent higher than a year ago.

SWOT Analysis- StrengthsSWOT Analysis- StrengthsInternal Strengths:Internal Strengths: What we want to capitalize. (What we What we want to capitalize. (What we

can control such as resources, money, brand building, can control such as resources, money, brand building, assets, process; communication.)assets, process; communication.)

Lexus is the luxury car leader in the American Lexus is the luxury car leader in the American market and has been weathering the bumpy market and has been weathering the bumpy economy well. Profiting at $2.26 billion in 2010.economy well. Profiting at $2.26 billion in 2010.

Lexus ranked #1 dealership service experience in Lexus ranked #1 dealership service experience in America outscoring other luxury brands such as America outscoring other luxury brands such as Cadillac, BMW, Acura, Jaguar, and Mercedes.Cadillac, BMW, Acura, Jaguar, and Mercedes.

SWOT Analysis- StrengthsSWOT Analysis- Strengths

It is a nationwide and now internationally It is a nationwide and now internationally known brand with over 180 dealerships in known brand with over 180 dealerships in the US and dealerships in over 36 countries the US and dealerships in over 36 countries in Europein Europe..

Lexus goal of being environmental friendly Lexus goal of being environmental friendly show in the work that they put into in their show in the work that they put into in their hybrid modelshybrid models..

Our cars always offer powerful, modern Our cars always offer powerful, modern power machines with advance safety power machines with advance safety features.features.


According to consumerreports.org Lexus was the top According to consumerreports.org Lexus was the top leading car in design/style in 2010.leading car in design/style in 2010.

Lexus has the best quality control there is leaving no room Lexus has the best quality control there is leaving no room for any mistakes.for any mistakes.

Lexus always provides our customers with outstanding Lexus always provides our customers with outstanding service during and after purchase.service during and after purchase.

Lexus is committed to making excellent technologic Lexus is committed to making excellent technologic advances just for our customers.advances just for our customers.


Lexus is a brand with very strong ethical Lexus is a brand with very strong ethical values with a mission statement that states, values with a mission statement that states, “Lexus will win the race because: Lexus will “Lexus will win the race because: Lexus will do it right from the start. Lexus will have do it right from the start. Lexus will have the finest dealer network in the industry. the finest dealer network in the industry. Lexus will treat each customer as we would Lexus will treat each customer as we would a guest in our home.”a guest in our home.”

We promote luxury and lifestyle with our We promote luxury and lifestyle with our cars: You are the hero.cars: You are the hero.

SWOT Analysis- WeaknessesSWOT Analysis- Weaknesses

External: (What we can’t control. Look at secondary data, that External: (What we can’t control. Look at secondary data, that tells us about our environment, interests rates, industry tells us about our environment, interests rates, industry data, competitive data, customer feedback, primary data, data, competitive data, customer feedback, primary data, etc)etc)

Lexus targets a selected audience due to the high Lexus targets a selected audience due to the high priced luxury cars that not everyone can afford. priced luxury cars that not everyone can afford.

Lexus has a strong presence in the states with over Lexus has a strong presence in the states with over 180 dealerships in the home market. It is often 180 dealerships in the home market. It is often argued that they need to expand their cars to more argued that they need to expand their cars to more international markets. international markets.

SWOT Analysis- WeaknessesSWOT Analysis- Weaknesses

There have been a few known problems in some of There have been a few known problems in some of our hybrid models that needed to be recalled.our hybrid models that needed to be recalled.

Owned by the car brand, Toyota, who has a Owned by the car brand, Toyota, who has a reputation for not having very reliable and safe cars.reputation for not having very reliable and safe cars.

Lexus is dependent on the sales of units (cars.) With Lexus is dependent on the sales of units (cars.) With the slow car market, it could make a dent in the the slow car market, it could make a dent in the company.company.

SWOT Analysis- OpportunitiesSWOT Analysis- Opportunities Lexus has a reputation for manufacturing Lexus has a reputation for manufacturing

environmentally friendly vehicles that not only environmentally friendly vehicles that not only benefits our community but also the driver itself.benefits our community but also the driver itself.

Since Lexus has come out with this new engineering Since Lexus has come out with this new engineering system that is above and beyond any other safety system that is above and beyond any other safety features in cars, other auto brands can potentially features in cars, other auto brands can potentially buy the new engineering system.buy the new engineering system.

Lexus is the best selling luxury automobile in the US Lexus is the best selling luxury automobile in the US since 2000.since 2000.

Lexus’ customer feedback has always been relatively Lexus’ customer feedback has always been relatively positive.positive.

Lexus has been awarded best resale value in 2010 Lexus has been awarded best resale value in 2010 for luxury cars.for luxury cars.

SWOT Analysis- OpportunitiesSWOT Analysis- Opportunities

Becoming a Lexus owner opens more doors than Becoming a Lexus owner opens more doors than ever before. ever before.

Lexus Owners receive a complimentary one-year Lexus Owners receive a complimentary one-year Premier Online membership to Andrew Harper's elite Premier Online membership to Andrew Harper's elite travel service.travel service.

From coast to coast, Lexus owners can enjoy From coast to coast, Lexus owners can enjoy anextraordinary travel experience at top hotelsanextraordinary travel experience at top hotels

Discounts at different wineries.Discounts at different wineries.

Receive many different retail discounts as well.Receive many different retail discounts as well.

SWOT Analysis- OpportunitiesSWOT Analysis- Opportunities

Lexus sponsors many different professional golf athletes.Lexus sponsors many different professional golf athletes.

Lexus is very good when it comes to taking initiative to Lexus is very good when it comes to taking initiative to new technologies. With this new engineering system that new technologies. With this new engineering system that will not only better the safety in their cars, but it can also will not only better the safety in their cars, but it can also open doors for other companies who are interested in open doors for other companies who are interested in buying this system as well.buying this system as well.

Lexus has the opportunity to expand their market to other Lexus has the opportunity to expand their market to other technology advancing countries.technology advancing countries.

Being Toyota’s luxury car brand separated from Toyota Being Toyota’s luxury car brand separated from Toyota cars, it can open the door to potential new buyers.cars, it can open the door to potential new buyers.

SWOT Analysis- ThreatsSWOT Analysis- Threats

Toyota had its recalls of 880,000 cars and since Lexus is Toyota had its recalls of 880,000 cars and since Lexus is affiliated with Toyota it could potentially harm the affiliated with Toyota it could potentially harm the perception of how Lexus automobiles are made.perception of how Lexus automobiles are made.

Lexus had a recall as well of one of their car models, their Lexus had a recall as well of one of their car models, their first small hybrid, HS250h in 2010.first small hybrid, HS250h in 2010.

With so much technology advancing who knows if there is With so much technology advancing who knows if there is going to be a substitute for cars in the future.going to be a substitute for cars in the future.

With the new engineering systems and safety features, this With the new engineering systems and safety features, this can lead to other car brands being “copy-cats” to this can lead to other car brands being “copy-cats” to this system.system.

With the new engineering systems and safety features, this With the new engineering systems and safety features, this can lead to other car brands being “copy-cats” to this can lead to other car brands being “copy-cats” to this system.system.

GoalGoal

To expand brand image to include To expand brand image to include Safety (environmental, driver safety) Safety (environmental, driver safety) along with the Luxury image that is along with the Luxury image that is Lexus. Change the demographics Lexus. Change the demographics attitude about the brand as well as attitude about the brand as well as raise brand awareness.raise brand awareness.

Tactics/Strategy of the CampaignTactics/Strategy of the Campaign

1.1. Host a televised car show sponsored by the Host a televised car show sponsored by the Lexus Pursuit of Safety campaign.Lexus Pursuit of Safety campaign.

Promote the event via website and televised Promote the event via website and televised advertisements.advertisements.

The car show will introduce the new and The car show will introduce the new and improved car Lexus is bringing to the nation in improved car Lexus is bringing to the nation in 2012.2012.

Tactics/Strategy of the Tactics/Strategy of the CampaignCampaign

The car show will introduce the new The car show will introduce the new features and technology that went into features and technology that went into making the new classic car.making the new classic car.

All proceeds from the car show will be All proceeds from the car show will be donated to AAA a non-profit organization donated to AAA a non-profit organization Lexus will be collaborating with.Lexus will be collaborating with.


All brochure information will include the All brochure information will include the campaigns website.campaigns website.

Broadcast the car show via Lexus Pursuit of Broadcast the car show via Lexus Pursuit of Safety campaign website.Safety campaign website.

This will give our target audience another channel This will give our target audience another channel to view the car show along with a chance to look to view the car show along with a chance to look into what exactly the Pursuit of safety campaign into what exactly the Pursuit of safety campaign is all about.is all about.


2. Collaborate with the AAA organization in creating 2. Collaborate with the AAA organization in creating a Safety First convention to extend our campaigns a Safety First convention to extend our campaigns reach.reach.

Promote the convention via website, televised Promote the convention via website, televised advertisements, ANRs (radio and local news channels)advertisements, ANRs (radio and local news channels)

Holding a convention in geographic areas where our target Holding a convention in geographic areas where our target audience resides will give the campaign a better advantage audience resides will give the campaign a better advantage on reaching the community with face to face meetings.on reaching the community with face to face meetings.

The convention will give the public a look into the The convention will give the public a look into the technology used to build a better safer car for the world via technology used to build a better safer car for the world via televisions set up and face to face meeting with the televisions set up and face to face meeting with the technologies representative.technologies representative.


The convention will also give our audience The convention will also give our audience information on all aspects of safety and cars information on all aspects of safety and cars (Environmental, roadway safety, car buying (Environmental, roadway safety, car buying safety)safety)

We will give the community a chance to sign up We will give the community a chance to sign up for our safety news letter either via mail or email.for our safety news letter either via mail or email.

Hand out brochures about the convention. The Hand out brochures about the convention. The brochure will direct the public to our website brochure will direct the public to our website along with AAA website and explain the message along with AAA website and explain the message of how important safety is to Lexus when it of how important safety is to Lexus when it makes its cars for the public.makes its cars for the public.


Lexus will also have the new 2012 model on site so the Lexus will also have the new 2012 model on site so the public will have a chance to see the car.public will have a chance to see the car.

We will have AAA write a review on our car and the cars We will have AAA write a review on our car and the cars technology and post it on their website and ours. technology and post it on their website and ours. (uncontrolled)(uncontrolled)


3. Collaborate with the Ritz-Carlton(AAA 3. Collaborate with the Ritz-Carlton(AAA Five Diamond award winner) to target our Five Diamond award winner) to target our demographic on a smaller scale.demographic on a smaller scale.

Lexus will give a few of the new 2012 models to Lexus will give a few of the new 2012 models to the Ritz-Carlton for its guest to check out and the Ritz-Carlton for its guest to check out and drive for the day.drive for the day.


This feature will give our demographic a This feature will give our demographic a chance to experience the car and new chance to experience the car and new safety features for themselves.safety features for themselves.

Inside each car will be a survey and Inside each car will be a survey and information on the car and the cars information on the car and the cars technology, there will also be information technology, there will also be information directing the driver to our Pursuit of Safety directing the driver to our Pursuit of Safety website.website.


4. All owned media will be cohesive and include all of 4. All owned media will be cohesive and include all of our collaborators.our collaborators.

Lexus will have a Pursuit of Safety Campaign website that Lexus will have a Pursuit of Safety Campaign website that will inform the public of Lexus effort to improve cars for the will inform the public of Lexus effort to improve cars for the nation in the long run.nation in the long run.

The website will have links to AAA and the Ritz-Carlton to The website will have links to AAA and the Ritz-Carlton to give the public a chance to look into our collaborating give the public a chance to look into our collaborating efforts to improve the nation through safety awareness.efforts to improve the nation through safety awareness.


The website will give a chance for the The website will give a chance for the public to join or follow us on our social public to join or follow us on our social media sites, and give the public a chance media sites, and give the public a chance to sign up for our safety news letter.to sign up for our safety news letter.

The Website will also give helpful tips on The Website will also give helpful tips on all kinds of safety and cars.all kinds of safety and cars.


5. Employee/investor convention5. Employee/investor convention

Pull together all of our top Lexus employees Pull together all of our top Lexus employees (seller, managers)(seller, managers)

Introduction of the car and car features to the Introduction of the car and car features to the employees and investors of the companyemployees and investors of the company

Convention will provide education to employees Convention will provide education to employees and investors about the innovative technology and investors about the innovative technology that Lexus is using in its new 2012 model along that Lexus is using in its new 2012 model along with future cars.with future cars.


Give employees a first look and test drive of the Give employees a first look and test drive of the car.car.

During convention employees will have a chance During convention employees will have a chance to have first reactions video taped and posted on to have first reactions video taped and posted on Lexus owned media sites.Lexus owned media sites.

Speeches made by heads of the company and Speeches made by heads of the company and inventors of this new technology used to build the inventors of this new technology used to build the car and a question answer segment.car and a question answer segment.

ObjectivesObjectives

Objective #1: To build Lexus’s Objective #1: To build Lexus’s credibility by promoting brand credibility by promoting brand imagery through the Pursuit of Safety imagery through the Pursuit of Safety campaign by December 1campaign by December 1stst..


Objective #2: To engage a younger Objective #2: To engage a younger audience between the ages 25-40 by audience between the ages 25-40 by incorporating AAA non-profit incorporating AAA non-profit organization with the new Lexus cars organization with the new Lexus cars to ensure safety by February 1to ensure safety by February 1stst. .


Objective #3: Pursuit of Safety will Objective #3: Pursuit of Safety will hold a car show to business hold a car show to business professionals and middle-aged professionals and middle-aged people nationally, while promoting people nationally, while promoting safety features of the new Lexus by safety features of the new Lexus by March 1March 1stst. .

EvaluationEvaluation

The Pursuit of Safety will use Email The Pursuit of Safety will use Email tracking to keep track of our campaign as tracking to keep track of our campaign as well as retrieving feedback from our well as retrieving feedback from our customers. customers. – As the customer views the Pursuit of Safety As the customer views the Pursuit of Safety

campaign website we will be able to track what campaign website we will be able to track what they are viewing specifically from the link, the they are viewing specifically from the link, the keywords used, and where they clicked using keywords used, and where they clicked using Google Analytics and Google Adwords.Google Analytics and Google Adwords.


The Pursuit of Safety campaign will The Pursuit of Safety campaign will broadcast the car show off of our broadcast the car show off of our website and this will allow viewers to website and this will allow viewers to make comments, questions or make comments, questions or concerns as they are viewing.concerns as they are viewing.


Since we are promoting the car show Since we are promoting the car show via website, televised via website, televised advertisements, ANRs including radio advertisements, ANRs including radio and local news channels, we would and local news channels, we would like these sources of media to share like these sources of media to share their thoughts before, during and their thoughts before, during and after the convention. Everything is after the convention. Everything is going to be recorded so we can going to be recorded so we can review the feedback.review the feedback.


Computing an AVE will be difficult Computing an AVE will be difficult considering this is being taken place considering this is being taken place nationally. After the convention is nationally. After the convention is taken place, we will be able to taken place, we will be able to compute the amount of media compute the amount of media coverage including, radio, television coverage including, radio, television networks, and television ads. networks, and television ads.

Works CitedWorks Cited "The Statistics behind Lexus’ Pursuit of Perfection | Lexus Enthusiast." "The Statistics behind Lexus’ Pursuit of Perfection | Lexus Enthusiast." Lexus Enthusiast | Lexus Lexus Enthusiast | Lexus

News & Information BlogNews & Information Blog. 22 Oct. 2007. Web. 14 Nov. 2011. . 22 Oct. 2007. Web. 14 Nov. 2011. <http://lexusenthusiast.com/2007/10/22/the-statistics-behind-lexus-pursuit-of-perfection/>.<http://lexusenthusiast.com/2007/10/22/the-statistics-behind-lexus-pursuit-of-perfection/>.

Superbrands-brands.comSuperbrands-brands.com. Web. 17 Nov. 2011. <http://www.facebook.com/l.php?u=http%3A%2F. Web. 17 Nov. 2011. <http://www.facebook.com/l.php?u=http%3A%2F%2Fwww.superbrands-brands.com%2FvolII%2Fwww.superbrands-brands.com%2FvolII%2Fbrand_lexus.htm&h=pAQF6ElBuAQEn0w2do4hfv9_xf4ENAahU4dzE_sGmldPCqA>.%2Fbrand_lexus.htm&h=pAQF6ElBuAQEn0w2do4hfv9_xf4ENAahU4dzE_sGmldPCqA>.

"Audi, Cadillac, Lexus Buyer Demographics Exhibit Most Changes.""Audi, Cadillac, Lexus Buyer Demographics Exhibit Most Changes."Motorwayamerica.comMotorwayamerica.com. May . May 2010. Web. 14 Nov. 2011. <http://www.motorwayamerica.com/editorial/audi-cadillac-lexus-buyer-2010. Web. 14 Nov. 2011. <http://www.motorwayamerica.com/editorial/audi-cadillac-lexus-buyer-demographics-exhibit-most-changes>.demographics-exhibit-most-changes>.

"How to Track Your Marketing Campaign." "How to Track Your Marketing Campaign." Online Media Marketing,Social Media Marketing,Public Online Media Marketing,Social Media Marketing,Public Relations,Offline Marketing,Content WritingRelations,Offline Marketing,Content Writing. Web. 21 Nov. 2011. <http://www.online-media-. Web. 21 Nov. 2011. <http://www.online-media-marketing.com/offline-marketing/track-marketing-campaign/>.marketing.com/offline-marketing/track-marketing-campaign/>.

"How Does Campaign Tracking Work?" "How Does Campaign Tracking Work?" Google.comGoogle.com. Web. 2011. . Web. 2011. <http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55540>.<http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55540>.

The Pursuit of Safety

Automotive

local news

safety news

safety campaign

safety campaign

safety features

car show

swot analysis

televised