Cadillac

MARK344

3.0 MARKETING OBJECTIVES

• Increase Market Share of Coupe Segment by 5%
• Maximize Revenue by 15%

Overall Market Intent: Capitalize on luxury design and attractiveness

2.0 PROPOSED POSITIONING

4.0 MARKETING STRATEGY

Emotional and Lifestyle Appeal

American Values: Freedom of Expression, Openness

Increase Quality and Value relevant to Price

Survey 2: Out of 48 respondents

Strategy Concepts:

a) Relationship marketing: "Amplify Your Ride"

Offer best value of current vehicle as down payment, 0% Financing for first year. (Phase 2)

b) Loyalty program: "Cadillac Club"

Repeat customers receive AED 10,000/- off and Insurance for one year.

c) Tie ups with other brands

"Cadillac Loyalty Card"

d) Social engagement strategy: The Three Cs

6.0 MARKETING COMMUNICATION STRATEGY

Pull Strategy

Affiliate Marketing, Re-marketing via cookies

Social Media (Instagram & Facebook competitions), Google Ad words

CONNECTION, COMPETITION, COMMUNITY

Source: Survey 2 Results

Push Strategy

Promotions (Ramadan and DSF)

Public Relations

Sponsorship (Elite Events & DIFF)

7.0 MESSAGE STRATEGY

CORE

5.0 MARKETING COMMUNICATION OBJECTIVES AND CONTROLS

1.0 PROPOSED TARGET MARKET

INCREASE...

CLOSE YOUR EYES!

Psycho-graphics

Demographics

Different and Unique

Passion and Spirit

Bold and Prestige

8.0 MEDIA STRATEGY

Brand Awareness by 50%

• Tools (One on one interview)
• Schedule (twice in a year)
• Target ( at least 25%)

Customer Loyalty by 40%

• Tools (Promotions & Advertisement)
• Schedule (Twice in a year)
• Target (at least 20%)

Class: Digital Type: Internet

1.YouTube AD Campaign "BE Different & More"

3. Website Simulation "The Core"

4. Social Media

5.Direct Online Purchase via Corporate Website

6. Increase customer traffic by using Google Ad Words

Class: Other Type: Guerrilla Marketing

Vehicle: Event Actions

1. “Test Drive UAE” Campaign

2. Diamond-studded ATS Coupe

3. ATS Fun Drives

Class: Other Type: Exhibitions and Competitions

1. Summer Competition: “What makes you Different?”

2. University Competitions and Road shows

3. Motor Shows, Auto Exhibitions and DSF Ramadan Exclusive Exhibitions,

• 'Top Guns'- Seek power and authority
• 'Bon Vivants'- Seek excitement and thrill
• 'Image Driven Buyers' - Spend to attain prestige and admiration
• 'Proud Patrons'- Their car is their trophy, ownership counts.

Class: Digital Type: Mobile

Vehicle: Mobile App that syncs with CUE software to provide real time updates and connectivity with other owners.

Purchase Intention by 25%

• Tools (Analysis of reports)
• Schedule (Quarterly)
• Target (at least 6% every quarter)

Class: Print Type: Newspaper and Magazines

1. Full page Ad featuring the ATS Coupe. Ad should not disclose the full price to maintain the standard and evoke mystery.

2. Coverage by 360 Sport Newspaper, Wheels, etc.

3. Articles by the National focusing on the experience and refined smoothness of drive.

(Mallya, 2014)

Characteristics

Sport and Tech Enthusiasts, Fashionistas, Elite Networkers

Perception Change by 80 points

• Tools (Online Surveys)
• Schedule (Quarterly)
• Target (at least 20 points)

Impact of Expo2020!

References:

Butler B., 2012, “Cloud Computing”, Network World, Last accessed on 16th April, 2015, Available Online at: http://www.networkworld.com/article/2159919/cloud-computing/cars-as-a-service--mercedes-benz-latest-to-use-cloud-to-flog-vehicles.html

Chand E., 2014, “Limit car ownership by salary in UAE: Dubai official”, Emirates 24/7, Last Accessed on 4th April, 2015, Available Online at: http://www.emirates247.com/news/emirates/limit-car-ownership-by-salary-in-uae-dubai-official-2014-02-20-1.538817

Clinch M., 2014, “Upgraded! The Arab nations joining the BRICs”, CNBC, Last Accessed on 4th April, 2015, Available Online at: http://www.cnbc.com/id/101722594

Duncan G., 2013, “UAE car sales leave others behind”, The National Business, Last accessed on 28th April, 2015, Available Online at:http://www.thenational.ae/business/industry-insights/retail/uae-car-sales-leave-others-behind

Gorzelany J., 2011, “Cars With The Most Brand-Loyal Buyers”, Forbes, Last accessed on 28th April, 2015, Available Online at: http://www.forbes.com/sites/jimgorzelany/2011/10/13/cars-with-the-most-brand-loyal-buyers/

Harper C., 2014, “Ramadan is the perfect time to buy a car”, Gulf News, Last Accessed on 27th April, 2015, Available Online at: http://gulfnews.com/in-focus/topics/ramadan/ramadan-is-the-perfect-time-to-buy-a-car-1.1356672

Harper C., 2015, “9 car deals in UAE during Ramadan”, Gulf News, Last accessed on 27th April, 2015, Available Online at: http://gulfnews.com/gn-focus/auto-finance-insurance/9-car-deals-in-uae-during-ramadan-1.1356674

Jamal Z., 2014, “Cross-cultural Impact on Marketing Strategies: A Study on Automobile Industry”, International Conference on Business, Last accessed on 28th April, 2015, Available Online at: http://icehm.org/siteadmin/upload/1831ED1014004.pdf

Keegan M., 2015, “Toyota Archives - Auto Trends Magazine”, Toyota, Last accessed on 28th April, 2015, Available Online at: http://www.autotrends.org/tag/toyota/

Lexus, 2015, “Vehicle Highlights”, Car Models, Last accessed on 16th April, 2015, Available Online at: http://www.lexus.eu/car-models/is/is-250/#/VehicleHighlights

Linton I., 2014, “The Importance of Integrated Marketing Communications”, Chron, Last accessed on 17th April, 2015, Available Online at: http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html

Thank you for listening!

Any questions?

AND THE

ATS COUPE

2015

Presented by:

Hanisha Kumar Hafsa Farooq Nang Haw Kham Zashia Hassan Kawthar Alashrafi

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