Burgman
Venkitachalam*Peck*Rasoli*Melograna
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
Fuel prices stack up
An Affair to Remember
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
Americans are driving less
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
Smaller is better
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
Two wheels are better than four
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis
People are looking for driving alternatives
Situation Analysis QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunity
Build a platform that is sustainable beyond any
economic trend.
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective
Feb 08 Jun 08 Jul 08 Aug 08 Sep 08
13%15%
23%25%
3%
$145
$86
$140
$120 $108
% Americans who found Gas Prices as #1 Issue
“Cheaper Gas, Calmer Debate” - Peter Coy, BusinessWeek 9/15/2008
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective
QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
Stigma against scooters
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
Stigma against scooters
Price and Function
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
Stigma against scooters
Price and Function
Technical Details
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
Stigma against scooters
Price and Function
Technical Details
Lack of awareness
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
Stigma against scooters
Price and Function
Technical Details
Lack of awareness
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
{Not a long term strategy
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycles
Small Scooters
Larger Scooters
Car Drivers
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Car Drivers
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Car Drivers
Practical Dreamer:Burgman owners
minus the Burgman.
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Car Drivers
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Motorcycle Dreams
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
The Burgman is what you wanted then, for what you need now.
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
Why the Burgman?
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
If you could change anything, what would it be?
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
How involved are you with your Burgman and staying connected to the Burgman community?
QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
Practical Dreamers
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
Burgman Owners
Practical Dreamers
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy
Recognize, listen, and mobilize.
“I love my burgman but the brand doesn’t really mean anything
to me.”
“I love my burgman and i am proud
ambassador of the burgman name and
brand.”
Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative ExecutionsE
nter
Bur
gman
Ow
ners
“I had many childhood dreams I had to give
up for a more practical lifestyle.”
“The Burgman sounds great, but it must be too good to be
true.”
“I want proof that this thing is for real and right for me!”
“I can’t believe I didn’t know about
the Burgman before!”
Strategy: Recognize, listen, and mobilize.
Consumer JourneyPractical Dreamers
Burgman Owners
Strategy: The Burgman is what you wanted then, for what you need now.
Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions
“I had many childhood dreams I had to give up for a
more practical lifestyle.”
Stage 1 - Practical Dreamers“A lifestyle change without changing your lifestyle.”
Non Trad
1 gal.
Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions
Stage 2 - Practical DreamersIn practical terms . . .
“The Burgman sounds great, but it must be too good to
be true.”
Consumer Database
Stage 1 - Burgman OwnersThank you
“I love my burgman but the brand doesn’t really mean anything
to me.”
Loyalty Initiative
Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions
Stage 3 Coming Together
“I want proof that this thing is for real and right for me!”
“I love my burgman and i am proud ambassador
of the burgman name and brand.”
USA Burgman Tour
10 Burgman Owners
Meet with potential buyers
Document experience
Dealership Training
Fairy Godparents
UGC part of the site
Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions
Stage Four - Practical DreamersIndoctrination
“I can’t believe I didn’t know about the
Burgman before!”
Coupons
Apparel
Situation Analysis QuestionsMetricsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudget
Fairy Godparents2%
Brand Loyalty Initiatives10%
OOH20%
Burgman Tour20%
Web Initiatives20%
Product Placement8%
Print20%
Brand Awareness Enquiries @ Dealership
Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics
Brand Awareness Enquiries @ Dealership
Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics
Web Site Registrations
Prospective Buyers Database
Fairy Godmother tour registrations
Brand Awareness Enquiries @ Dealership
PR Buzz
Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics
Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions
Tatiana
Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions
Questions?