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Brand Overview
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MINI is …
A British automotive brand owned by the
BMW Group
A symbol of independence and
spontaneity
• Unique combination of style at a low-cost, small
size and nimble handling
http://www.creativeabandon.com/CA_Brand_overview.pdf
Evolution of the
Click to edit MINItitle style
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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
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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
Models
Click toof MINI
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http://en.wikipedia.org/wiki/Mini
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
Competitive
Click to editPositioning
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Where are our competitors advertising?
Nielsen Monitor
MINI
ClickCooper
to editCompetition
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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
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VW Beetle:
Strengths:
Safety
Uniqueness
Weaknesses:
• Small interior
• Boring to drive
• Limited option choices
Edmunds.com
MINI
ClickCooper
to editCompetition
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Scion xB:
Strengths:
• Toyota quality
• Customization
• Inexpensive
• Interior room
Weaknesses:
• Lacks the fun-to-drive factor
Edmunds.com
MINI
ClickCooper
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Honda Fit Sport:
Strengths:
• Honda quality
• Good handling
• Interior room
Weaknesses:
• Interior is cheap
• Limited power despite “Sport” name
Edmunds.com
MINI
ClickCooper
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Competition
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Honda Civic SI:
Strengths:
Performance
Inexpensive
Brand name
Weaknesses:
• Limited options
Edmunds.com
MINI
ClickCooper
to editSMaster
Competition
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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
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Scion TC:
Strengths:
• Value
• Toyota quality
Weaknesses:
• Fewer options than Scion xB
• Looks sportier than it drives
Edmunds.com
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
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
Click toCharacteristics
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Psychographic:
VALS
SPORTY
FU
N
SPEE
D
Risk Takers
Loyalists
Young Adults
Urban/City
Repertoire
Expressive
Geographic
http://miniusa.com/
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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• 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
http://miniusa.com/
Click Integrated
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Campaigns
http://www.bssp.com
Click Integrated
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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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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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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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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
http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.h
Time Media Kit
TIME
Click Reader Demographics
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2009 SPRING MRI
TIME U.S. Audience Profile
Source: 2009 Spring MRI; Based on Adults
Prof/Mgrl 6,655
http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.html
Maxim 2009
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Open $241,756
3x $234,504
6x $227,251
Frequency: 12x
Ratebase: 2,500,000
Circulation: 2,535,884
http://www.maximmediakit.com/circulation/index.php
Maxim
Click toReader Demographics
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Total Audience 12,969,000
Men 10,042 77.4%
Women 2,928 22.6 %
Age 18-24 3,954 30.5%
25-34 4,943 38.1 %
35+ 4,072 31.4 %
Median Age 29.3
Median HHI $69,381
College or University Student 1,806 13.9 %
Attended/Graduated College+ 7,707 59.4 %
Employed Full Time 9,002 69.4%
Marital Status Single 7,967 61.4%
http://www.maximmediakit.com/circulation/index.php
SI 2009
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$320,000
Frequency 56x
Rate base 3,150,000
Circulation 3,250,912
http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf
SI Swimsuit
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• Estimated Circulation of Swimsuit
Issue – National 4,500,000
• 2008 Edition Full Page 4C Price $375,935
http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf
SI Readership
Click Demographics
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Total Audience 20,037,000 (> ¾ male)
Age 18-24 4,022,000 20.1%
25-34 4,445,000 22.2%
35+ 8,467,000 42.3%
Median Age 39
Median HHI $65,464
Attended/ Graduated College+ 11,530 57.5%
http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf
Cosmo
Click to2009
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Rate
$215,900
“Fun Fearless Female”
– Frequency 12x
– Rate Base 2,900,000
– Subscription 1,184,129
– Newsstand 1,753,732
– Median Age 31.0
– Median HHI $57,940
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
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
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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C SLIDES
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?
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill
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
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill
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
• The creative and approval process include several steps, such as:
• Creation of thumbnails, or very small, rough drawings
• Rough layout drawn to actual size
• Comprehensive layout is close to finished
• Dummy present the look and feel for certain ads, such as brochures
• Mechanicals are a step in the production process sometimes used
• The approval process depends on size of agency and client
Production:
Creating the visuals
Preparing Mechanicals
Camera-Ready Art & Halftones
Demonstration provides a visual representation of product
Page Rate
Circulations / 1000 = CPM
TV Spot …
http://www.youtube.com/watch?v=6hWypJBt3cQ
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Previous OutMaster
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http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Previous OutMaster
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http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530
Direct Marketing
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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)