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Panther Marketing Group
Transcript of Panther Marketing Group
They are aware of the 2013 Honda Civic Sedan, but display minimal intent to purchase the vehicle
We want to position the 2013 Honda Civic Sedan as the new "must have" vehicle by highlighting the attributes and benefits Efficiently and effectively allocate resources
Maintain accurate records of all campaign value and expenditures
Report accurate cost vs. value figures in final report
To encourage and advise an analysis of the outcomes of all spending
To advise the group of spending policy
Use sponsors and personal networks to maximize discounts and add value to the campaign Objectives Position Honda Civic Marketing Challenge 9-10:45am Set up
11am Start event
11:30am Start games
11:30am-1:30pm start trivia game (20 mins)
12-2pm Food for those who complete event survey
2pm End event
2-4pm Clean up & breakdown Event Timeline We will educate and encourage interaction of the target market through:
2013 Honda Civic Sedan showcase
Product Specialist Q&A
Musical Door Event Activities Success will be measured based on:
Number of event attendees
Number of event surveys completed
Increases in the knowledge of product features
Increases in the intent to purchase the vehicle
Conversations on our social media pages (Twitter, Facebook, Instagram) Measuring Success When: April 4, 2013 from 11am-2pm
Where: Georgia State University campus
Why: Showcase the 2013 Honda Civic Sedan and its features as "must haves" for the target market
Vehicle education & interaction
Free Food Event Details Contact at least 10 media outlets in the Georgia State area and those outlets that reaches the Georgia State area to establish our agency and introduce the 2013 Honda Civic Sedan
Establish an interest in the 2013 Honda Civic Sedan and our event through media
Track and report media coverage on behalf of our agency
Develop relationships and maintain a positive image and with campus media, local media, our client, companies we interact with and the students Objectives Facebook
Grand prize will be given out at event
Reinforce Facebook announcement & supplement event trivia competition
Post event photos
Total social media impressions: 50,000
(All social media will be utilized during the event through contests and trivia) Social Media Demographics
20-23 years old
Female & Male
Juniors & Seniors Target Market Profile Paper and electronic
Distributed to classes before and after class time
GSU students, friends, associates and co-workers Methodology Collect and analyze 400 pre-campaign and 400 post-campaign surveys completed by GSU students
Collect event surveys from 75% of event attendees to measure learning and event success
Conduct and transcribe 15 in-depth interviews with GSU students about vehicle purchase intent and specifics concerning the 2013 Honda Civic Sedan
Determine common target market's perceptions of Honda and the 2012 Honda Civic Sedan
Provide snapshot of target market for campaign development
Measure campaign effectiveness by the change in perceptions of the Honda brand and 2013 Honda Civic Sedan Objectives Promotional Material
GSTV Tactics 3 press releases
Work closely with the Advertising and stay in contact with:
The University Relations Office
Georgia State Radio WRAS 88.5
Email blast to current GSU students to provide information about our campaign- event and product Tactics Our campaign will:
Increase purchase consideration of the 2013 Honda Civic Sedan from 16% to 25% through advertisements, social media, and on-campus events
Create buzz and viral pass along through social media, videos, and word of mouth- generating 50,000+ impressions
Increase Honda’s brand image as a fun, youthful and innovative by 15% each
Increase awareness level of the 2013 Honda Civic Sedan from 60% to 75% post campaign Creating A+ Solutions Message The 2013 Honda Civic Sedan offers standard features such as the Econ button, rearview camera and Pandora compatibility that appeal to the target market. It’s stylish, sleek and affordable. It’s innovative. It’s versatile. It’s the new black.
Our tone will be energetic, cool, fun and confident.
Theme: The 2013 Honda Civic Sedan is a must have vehicle. It is "the new black." "_____ is the new black" is an expression used to indicate the sudden popularity or versatility of an idea at the expense of the popularity of a second idea.
Slogan: "Civic.....It's the new black" Advertising Objectives Increase reach— reach at least 5,000 student through advertising
Increase awareness of the 2013 Honda Civic Sedan by 10% of the GSU population (3,000)
Emphasize the attributes and benefits of the 2013 Civic Sedan to the target audience through creative pieces and non-traditional tactics
Assemble an effective, cost-efficient media mix to reach the target market Viral Video Idea #1: Geeky student becomes cool
Idea #2: Car dealership (I have to have it!)
Idea #3: Music video/song about "Civic being the new black" Campaign Objectives Develop an integrated marketing communications plan to increase purchase consideration of the 2013 Honda Civic Sedan among the Gen Y target market
Generate buzz by creating a viral pass-along that educates consumers on the features and benefits of the2013 Honda Civic Sedan
Raise target market perception of Honda as an innovative, youthful and fun brand Market Research Edlyn Parada Surveys Interviews GSU students ages 20-24
Male and female
Conducted and recorded at the homes of the interviewees or on Georgia State University’s campus
15-20 minutes in length c Most GSU college students are waiting 2+ years to buy car
1-2 years was very close Vehicle Purchase Intent Honda is an innovative brand... Honda is a youthful & fun brand... Psychographics
Social Media Users
An “experience” Source: http://www.startupnation.com/business-articles/9011/1/marketing-GenY.htm Survey Results In-depth Interview Results Price Range Likelihood to purchase a
2013 Honda Civic Sedan
as next vehicle... Most appealing features... Q6: Based on your current knowledge, please rate the following attributes of the 2013 Honda Civic Sedan on a scale of 1-5 (Don’t know, Very Poor-Very Good) **91% of respondents are aware of the Honda Civic line Awareness of Civic Line Awareness of
2013 Honda Civic Sedan **More than 60% of respondents were aware of the
2013 Honda Civic Sedan Ranked attributes of the
2013 Honda Civic Sedan I drive a ___________because... 2005 Mazda 3: I love it!
2004 Toyota Camry: I like Toyota, very reliable car. Has over 200k miles and still drives great!
2001 Honda Civic: This car is just perfect! I do not need anything more than this. If I could trade it for an even more fuel-efficient car I would though.
2011 Nissan Pathfinder: I would prefer to drive a Dodge Challenger!
1994 Honda Civic: It is what I prefer to drive because it handles well, goes fast and isn’t bad on gas mileage.
1980 240 Volvo: I’d like to drive a Honda Civic or Toyota Corolla.
1996 Honda Civic: I like my car because it gets good gas mileage.
2012 Hyundai Elantra: I like this car because it has good gas mileage
2006 Chevy Malibu: I would like a better car. I want a BMW! Most important to least important factors when purchasing a vehicle Price Gas Mileage Driving performance Exterior styling Technology Interior Features Out of the following features, which do you think should come standard on the base model of a vehicle? From most selected to least selected:
2. Steering wheel control
3. Fuel efficiency button
4/5/6. Rear view camera/Tire pressure monitor/Music streaming compatibility
7. Smartphone connectivity
8/9. SMS text function/Bluetooth technology
10. Intelligent Multi Information Display Source: www.fernandosamaniego.com Message & Positioning Advertising Elizabeth Burroughs & Bianca Frails Elizabeth Burroughs Public Relations Jamie Obiofuma Measuring Success Track Facebook friends/fans,
Twitter/Instagram followers and event RSVPs
Track Facebook “likes” and comments
Track Twitter/Instagram mentions
Calculate impressions and reach of creative material using EVP formulas Measuring Success
Number of press hits/ articles published
Number of email blasts
Number of impressions based on each news outlet's circulation number, listenership, viewership, audience, or number of subscribers or members Events Kenney Bouloute Objectives Raise GSU student's awareness of the 2013 Honda Civic Sedan through an event
Aim to have 1,500 attendees throughout the 3 hour duration of the event
Aim to have 75% of attendees interact with the vehicle throughout the duration of the event Finance Chase Decraene Budget Summary Chase Decraene Thank You Questions?