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Agenda
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Presentation
Master title1style
Brand Overview & Background
Market Segmentation Process
Target Marketing Process
Need for Research
Proposed Research Plan
Socially Responsible Advertising
Recent Advertising Overview
Ideal Image’s Position Strategy
Agenda
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Presentation
Master title2style
Recap/Follow-ups
Competitive Positioning
• Types of Media
• Primary IMC Research
• Target Audience
Creative Brief
Our Big Idea(s)
Next Steps
Recap/Follow-ups
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Presstyle
2
Target Market …
Trendsetting Opinion Leaders, Progressive Modern Mainstream, Upper Liberals
Geographic Segmentation …
Northeast, California, Florida
Market Positioning …
Exciting, Extroverted, Chic, Integrative, Substantive
Marketing Objective …
Continue to grow the brand without compromising core values through like customers
Follow up Questions …
Competitive Positioning
Transverse Engine?
Target Females?
Research Budget
http://www.creativeabandon.com/CA_Brand_overview.pdf
Evolution of the
Click to edit MINItitle style
Master
In 1956, amid fuel shortages in a number of
countries created a pressing need to design a
fuel-efficient car
http://www.miniusa.com/#/contactFaq/faq/history-i
Evolution of the
Click to edit MINItitle style
Master
In 1961, legendary British race driver John
Cooper re-tooled the Classic Mini to create a
higher performance, racing version marking the
launch of the MINI Cooper
Between 1960 and 1967 about 10k Classic Minis
were sold in the US
In 1968, the US Government issued new Safety
and Emissions Regulations, that, at the time,
MINI was not prepared to implement, which
forced them to leave the US
http://www.miniusa.com/#/contactFaq/faq/history-i
MINI
ClickCooper Today title style
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• Making its US debut at the Paris Auto Show in
October 2000, the new MINI is bigger, stronger
and faster than ever. It first became available in
the US March 22nd 2002
There are currently more than 80 US Mini
dealers. They are located primarily in major
metros and other selected cities
MINI is built at the BMW Group Plant near
Oxford in the United Kingdom
Currently you are building about 50% MINI
Coopers, and 50% MINI Cooper S
http://www.miniusa.com/#/contactFaq/faq/history-i
Product
Click to Life
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Still in growth stage:
US sales grew 30% last year
Worldwide sales grew 8% last year
http://en.wikipedia.org/wiki/Mini
Design
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Customization
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"The MINI Cooper is not a retro design car, but an evolution of
the original. It has the genes and many of the key characteristics
of its predecessor, but is larger, more powerful, more muscular
and more exciting than its predecessor ever was", says Frank
Stephenson, the Chief Designer of the MINI
http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml
Safety
Click toFeatures
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The combination of an extremely strong passenger
safety cell, crumple zones front and rear and side impact
door beams means occupants are extremely well
protected in an accident
Passive safety is further enhanced with a full array of
airbags, including front and side airbags for the front
passengers including head protection airbags too
http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml
Market
Click toSegmentation
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Old School (“Me-Too” products and mass market
segmentation strategy)
New School (Smaller segments, more profits)
Mini is a Low-Volume, Niche Brand
Pitch to a certain buyer
Two-Step process:
Identifying groups of people with shared needs
and characteristics
Aggregating into market segments
Shared
Click toCharacteristics
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Behavioral:
User-Status
• Sole Users, Semi-Sole Users & Repertoire
Users
Usage-Rate
• Heavy Users
Purchase-Occasion
• New Look
Benefits-Sought
Sporty, Adventurer, Risk Taker, Retro
http://miniusa.com/
Shared
Click toCharacteristics
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Geographic:
Concentration: City/Urban
Regions: Northeast, Florida, California
http://miniusa.com/
Shared
Click toCharacteristics
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Demographic:
Age: Young Adults (20-34), Mid-Aged (35-50)
Family Size: 1-2
Gender: Male
Income: $50 - $100k
Occupation: Corporate Professional
Generation: Baby Boomers
Social Class: Upper Middles
Vera Martínez, Jorge, "MINI Cooper Brand Equity Profile and the Measurement of its Components" March 2006.
Shared
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Psychographic:
VALS
SPORTY
FU
N
SPEE
D
Risk Takers
Loyalists
Young Adults
Urban/City
Repertoire
Expressive
Geographic
Upper Liberals
Mischievous Quick
Crazy Frugal
MINI
Unpredictable Premium Brand
Compact Fun
Nimble Stylish
Eye catching
Four
ClickP’s - Product
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Reinvention of a classic design
Four
ClickP’s - Product
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http://www.edmunds.com
Four
ClickP’s - Product
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http://www.edmunds.com
Four
ClickP’s - Pricing
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Four
ClickP’s - Promotion
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Four
ClickP’s - Place
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Distribution:
Only 1 manufacturing facility in England
Selective Distribution
– Dealerships concentrated in the Northeast, Florida and
California
• Advertising Research
Product Concept, Target Audience
Selection, Media Selection, Message
Element Selection
http://www.carfunfootprint.com; http://www.aceee.org
Socially
Click toResponsible
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How can MINI support its claim as the most
fun vs. environmental impact?
All green score ratings can be verified at
www.epa.gov/greenvehicles
Fun-to-Drive Factor comes from Strategic
Vision’s New Vehicle Experience Study
MINI’s advertising informs consumers of a
fun, green car choice
http://www.epa.gov/greenvehicles; http://www.strategicvision.com
Recent
Click toMedia Channels
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Word of Mouth
Web
Print
Billboards
MINI Covert
Concerts/Amusement Parks
Movie appearances
Click Integrated
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Marketingtitle style
Campaigns
http://www.bssp.com
Click Integrated
Recent to edit Master
Marketingtitle style
Campaigns
http://www.bssp.com
Click Integrated
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Campaigns
http://www.bssp.com
Click Integrated
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Campaigns
MINI.com: Billboard:
Find out why a MINI handles the way Let’s Motor Campaign
it does at MINI.com
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Click Integrated
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Marketingtitle style
Campaigns
Print:
Let's take it off. Let's take it all off.
Movies:
The Bourne Identity
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Click Integrated
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Marketingtitle style
Campaigns
Television:
http://minicooper.tv/watch_video.php?v=2e111541598d561
The ad campaign for the new MINI - "ZUG. THE OTHER MINI" also won the
agency a 2009 Effie award (a big award in the world of advertising)
http://www.bssp.com/#/28
MINI
ClickBrand
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Conviction
http://miniusa.com
The
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Marketing Strategy:
Target Market(Should we restate)?
Product Positioning(Is our marketing positioning)?
• Attributes, Price/Quality, Use/Application,
Class, User, Competitor, Cultural Symbol
Determining Marketing Mix
• Product, Price, Distribution, Communications
Marketing Tactics
Advertising Product
Message – Concept –
New Tag Lines through MINI’s
Communications Media “bundle of values”
Communications
Media –
TV, Print, Online, OOH, Radio, Word of Mouth
Reference
Click to CHAPTER
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Media Planning
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Media Planning – directing our message to
the right people in the right place at the
right time
Five questions for MINI media planning:
• Which media vehicles are our trend
setting opinion leaders using?
• When during the year will our ads be
most effective?
• How often should we run our ads?
• Can we integrate our ads with other
communication tools?
Media Planning
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Advertising Objectives:
• Position the MINI brand in the minds of
trendsetting opinion leaders as an
affordable and fun means of self
expression and uniqueness
• Achieve historic sales growth plus
growth in proportion to 2010 dealership
expansion
• Reinforce current owners’ enthusiasm
for the brand so that their passion for
MINI rubs off on others like them
• Potential owners should feel the
Media Planning
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Distribution Objectives:
The strategy in the past has been to
reach a small target audience with a
high number of impressions
Due to dealership expansion, in 2010
MINI should continue to focus on a high
number of impressions but to a wider
audience
Expansion is primarily geographic
Media Planning
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Distribution Objectives:
Maximize “Opportunities to See” by
creating buzz that leads people to seek
MINI on the Web
Focus on the exposure value and
attention value of MINI ads rather than
pure gross impressions and gross rating
points
Ratings points are meaningless when
the audience leaves the TV during
breaks
Stay away from channels where
Media Planning
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Maximizing Exposure Value of Ads:
Choose high involvement mediums
where the audience is engaged
• TV – where the viewers do not leave
their seats or change the channel
• Internet – an interactive website vs.
casual reading
• Magazine – where audience is reading
vs. “flipping through”
Media Planning
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Maximizing Attention Value of Ads:
Appeal to the specialization of the
audience (i.e. in Motor Trend, get
technical; in Playboy, be entertaining)
Keep ads within a campaign consistent
so that the audience becomes familiar
with it and builds a “relationship” with
the message
Click toCHAPTER
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The
ClickCreative Team title style
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Creative Team:
Copywriter
Create the words and concepts for ads and commercials
• Art Director
• Determines how the ad’s verbal and visual symbols will fit
together
• Creative Director
• Heads a creative team of agency copywriters and artists that is
assigned to a client’s business who is ultimately responsible for
the creative product
• Creatives
• Work in the creative department, regardless of their specialty
Page Rate
Circulations / 1000 = CPM
Nielsen Monitor
MINI
ClickCooper
to editCompetition
Master title style
Smart Car:
Strengths:
• Trendy green car
• Inexpensive
• High MPG
Weaknesses:
• 0-60 in more than 12 seconds
• No back seat and limited storage space
Edmunds.com
MINI
ClickCooper
to editCompetition
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VW Beetle:
Strengths:
Safety
Uniqueness
Weaknesses:
• Small interior
• Boring to drive
• Limited option choices
Edmunds.com
MINI
ClickCooper
to editCompetition
Master title style
Scion xB:
Strengths:
• Toyota quality
• Customization
• Inexpensive
• Interior room
Weaknesses:
• Lacks the fun-to-drive factor
Edmunds.com
MINI
ClickCooper
to editCompetition
Master title style
Honda Fit Sport:
Strengths:
• Honda quality
• Good handling
• Interior room
Weaknesses:
• Interior is cheap
• Limited power despite “Sport” name
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Honda Civic SI:
Strengths:
Performance
Inexpensive
Brand name
Weaknesses:
• Limited options
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Mazda 3 Wagon:
Strengths:
• Fun to drive
• Interior space
Weaknesses:
Down scale interior
Station Wagon has limited appeal
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
title style
Scion TC:
Strengths:
• Value
• Toyota quality
Weaknesses:
• Fewer options than Scion xB
• Looks sportier than it drives
Edmunds.com
ClickCHAPTER
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14 &title
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Types ofedit
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Radio
Out of Home (OOH) Internet
24,151
25,000
TV HH GRPs
20,000
15,000
10,000
4,507
5,000 426
0
MINI Cooper Scion VW
2,500
2,000
TV HH GRPs
VW
1,500 Scion
Mini Cooper
1,000
500
0
M 3
M 4
M 6
M 7
M 8
09
M 5
Se 3
Se 4
Se 5
Se 6
Se 7
Se 8
04
05
07
03
06
08
-0
-0
-0
-0
-0
-0
-0
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n-
n-
n-
n-
n-
n-
p-
p-
p-
p-
p-
p-
n
ay
ay
ay
ay
ay
ay
Ja
Ja
Ja
Ja
Ja
Ja
Ja
4% 4% 1%
96% 95%
Volkswagen
4%
17%
54%
25%
35%
12%
14%
28%
15% 2% 5% 2% 6%
Volkswagen
6% 16%
10%
37%
11%
* Based on 5/07 - 4/09
5% 4%
activity 11%
Daytime Early Fringe Late Fringe Late New s
Morning Overnight Prime Time Prime Time Access
450 417
400 362
Magazine TRPs
350
300
250
200
150
100
50 2 7
0
Mini Cooper Scion Smart Car VW
0
50
100
150
200
250
4/ 02
1/
20
8/ 0 3
1/
2
12 003
/1
/2
0
4/ 03
1/
20
8/ 04
4/ 04
1/
20
8/ 0 5
1/
2
12 00 5
/1
/2
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4/ 05
1/
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8/ 0 6
1/
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12 00 6
/1
/2
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4/ 06
1/
20
8/ 07
1/
2
Click toMagazine
12 00 7
/1
/2
0
4/ 07
1/
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Magazine Advertising for People 18+
20
8/ 0 8
1/
2
12 00 8
/1
/2
0
4/ 08
1/
20
09
Advertising
VW
Increased MINI
Scion
Smart Car
title style
Advertising
Mini Cooper
Recent Supplementary
Click to edit Master Advertising
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Out of Home:
Bulletins, Poster Panels,
Speculators, & Kiosks
Radio:
White Roof Radio &
Local Dealer Promotions
Internet:
Web site, Micro-Sites,
& Landing Pages
Survey Monkey
Primary
Click to IMC Research-Online
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http://www.surveymonkey.com/s.aspx?sm=iJTwltxqXigKuFVzjkPCsQ_3d_3d
Primary
Click to IMC Research-Mail
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60
Surveys
MINI
ClickOwners – Survey
to edit Master Results
title style
• When asked to name single most importance factor that led to the
purchase, 1 in 4 said FUN
• The top 3 factors influencing MINI purchase (aided): Fuel Efficiency
(75%), Performance (73%), Uniqueness (63%)
• 54% said FUN is the first word that comes to mind when thinking of their
MINI
53% created their MINI online
75% said the ability to customize their MINI was extremely/very important
62% belong to a MINI Club
92% would purchase a MINI again
98% would recommend MINI to friends/family
72% Male / 28% Female
Nearly 60% have annual income of $75k or more
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AP Article, by D. Kurylko
Proposed 2010
Click to edit IMC title
Master Planstyle
Suggested Channels:
TV Print Internet
Word of
Radio Outdoor
Mouth
http://www.bmwgroup.com/annualreport2008/nav/index.html?http://www.bmwgroup.co
m/annualreport2008/start.html
Proposed 2010
Click to edit IMC title
Master Budget
style
http://www.orwig.net/articles/ad_budget/ad_budget.html
Proposed 2010
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Master Timeline
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TV Spot …
http://www.youtube.com/watch?v=6hWypJBt3cQ
Here’s the
Story
about a car
named
References
Click to edit Master title style
Here’s the
Story
about a car
named
References
Next
ClickSteps
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Presentation 2
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Further Develop our Creative Ideas
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Previous OutMaster
Click to edit Of Home
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http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Click toCHAPTER
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Direct Marketing
Click to edit Master title style
Any direct communication to a consumer or business recipient that is designed to
generate a response in the form of order, a request for more information, or the
visit to a store for the purpose of a purchase i.e. “Traffic Generation”
Types Of …
Direct Sales
Telemarketing
Direct Mail
Catalog Sales
Direct-Response (Print & Broadcast)
Through …
Database Marketing (Mining)