Académique Documents
Professionnel Documents
Culture Documents
ExecutiveOverview
ScopeofthisIntegratedMarketingCommunicationsPlan
MARKETINGOBJECTIVES
i. Ultimately,wewanttoincreasethepurchaseofnewvehiclesbycollegestudents andrecentgraduates.Wewouldlikefor500,000students/recentgraduatesto utilizethisdiscountprogrambytheendofyear2. ii. Increasemarketshareto20%bytheendofyear2byutilizingmarketing, promotionsandadvertisinglaidoutinthisplan.
1.2
CommunicationsObjectives
Make20%ofthetargetaudienceawareofthisprogrambytheendofthefirst yearofimplementation. Secondlywewanttoincreaseclickthroughsby30%onthewebsitebyyear1. WewanttoincreasethenumberofnewaccountscreatedontheGM&Uwebsite by40%bytheendofyear2. Wewanttoincreaseourtargetmarketsvisitstodealershipsby15%bytheend ofyear1.
1.3
IssuesandChallenges
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SituationalAnalysis
SWOT(Strengths,Weaknesses,Opportunities,Threats)
Strengths:ThisprogramisgreatbecauseGMisalreadyanestablishedbrand.Theyhave beeninthisbusinessforalongtime,sotheywillbeabletoovercomemostobstaclesthat arethrowntheirway.Theymakeaqualityproductthatpeoplehavealwaysandmostlikely willalwayswanttobuy.Agreatstrengthofthisprogramisthatitwillcreatealongtime customerforGM.Ifstudentsbuyacarwiththiscompanyatayoungage,theyaremuch morelikelytopurchasetheirnextvehiclefromthesamecompany.GMisanAmerican companyandmanypeoplewanttopurchaseAmericanmadeproductsrightnow,sothat willdefinitelyhelpwiththeimplementationofthisprogram. Weaknesses:Thisprogramsgreatweaknessisthatitonlyappliestonewvehicles.Because theeconomyisthewaythatitis,mostpeoplearenotbuyingnewvehicles,theyarebuying used.GMhasalsofacedalotofpublicscrutinylatelybecauseofthegovernmentbailout andthegeneralattitudethatAmericanmadevehiclesareoflowerqualitythanforeign vehicles.GMwillhavetoworkinternallytochangetheopinionspeoplehaveformedabout them. Opportunities:ThisprogramisthefirstofitskindamongAmericanautomobile manufacturers.ThisgiveGMagreatadvantagebecausetheyareonthecuttingedgewhen thisdiscountprogramcatchesonwithothercompanies. Threats:Theeconomyisagreatthreattothisprogram.Manycollegegraduatesarehavinga hardtimefindingjobsandaremuchlesslikelytopurchasenewvehiclesbecauseofthis. Thisprogramisoriginal,butisnotunique.Itiseasilyreplicated,sothewhenothercar companiesimplementsimilarprograms,GMwillhavetodiversifyitselfinsomeway.
2.1
ProductHistory
2.1.1 PRODUCTBACKGROUND GeneralMotorsintroducedtheGM&UCollegeDiscountProgramin2008.Thegoalwasto createloyaltywithincustomersbyintroducingadiscountforcollegestudentsandrecent graduates.Theprogramiscurrentlyofferedtoanystudentwhoisenrolledincollegeorany recentcollegegraduates(withintwoyearsofgraduation.) 2.1.2 CURRENTPROBLEMSFACINGPRODUCT ThebiggestproblemcurrentlyfacingtheGM&UCollegeDiscountProgramisthatthe targetaudienceisnotbeingreached.Veryfewstudentsknowaboutthisdiscountprogram currentlyofferedbyGM. Anotherproblemisthatourgenerationofcarconsumerhasbecomeindifferenttobrands. Thereisalackofcustomerbrandloyalty,especiallyinthevehicleindustry.Withtherecent buyout,manyoftheseindifferentopinionshavebecomeunfavorableopinionsofGM.
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TargetAudiences
TargetMarketProcess
1:IDENTIFYINGTARGET
Wehaveselectedourtargetmarketbasedontherisingcostofcollege tuitionandthecurrenteconomicconditions.AsshowninFigure1,our researchshowsthatpriceisthemostinfluentialfactorforcollegestudents. Specifically,priceisalargedeterminantwhenpurchasingavehicle. Figure1:PurchasingDecisionInfluences
3.1
3.1.1
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2:DETERMININGMARKETSEGMENTATION
Basedontheamountofcollegestudentsthatactuallypurchasetheirown vehicleswehavenarrowedourtargetmarketto2025yearsofage.When weaskedHowdidyouacquireyourvehicle?75.4%respondedwithMy parentsboughtitforme.Wecanconcludethatourtargetmarketwillbe students2025yearsofagebecausemoststudents,asFigure2shows,will purchaseanewvehicletwoormoreyearsaftergraduation.Accordingtothe U.S.CensusBureau,17,472,000studentsages15andolderwereenrolledin collegein2005,asshowninFigure3.Wealsowanttoaddressthegrowing thegrowingpopulationofadultsreturningtoschoolsowehavechosento alsoaddressthe3555yearoldagegroupbecausetheyhavemore disposableincomethantraditionalstudents.
3.1.2
3:SELECTINGAMARKETTOTARGET
BytargetingaspecificagerangefortheGMUdiscountprogramthemarket coveragestrategywillbesetforthtotargetawelldefined,specificsegment oftheconsumerpopulation:collegestudentsages2025andage3555.By usingaconcentratedmarketingstrategyitaimstocapturealargeshareof eachmarket. Figure2:NewPurchaseTimeframe
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4:POSITIONINGTHROUGHMARKETSTRATEGIES
WhenweaskedstudenttoselectallthatapplytoWhatinfluencesyour purchasingdecision?90outof122respondentschosepriceasa determiningfactortopurchaseavehicle.Additionally,81outof122 respondentscommentedthatstylewasadeterminant,aswell.Qualityofa vehiclewasthethirdmostimportantfactorforstudentswhenpurchasinga vehiclewith74outof122selectingstyleasafactor.
3.2
TargetAudience
3.2.1
Figure3:AgeSegmentation
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AUDIENCE
Studentsages2025
GOAL
Wechosetotargetthisagerangebecausewebelievethatcollegefreshmen andsophomores(age1819)arestillgettingusedtoanewenvironmentand probablywillnotbereadytopurchaseanewvehicle.Atage20,most studentsareatthejuniorlevelandarethinkingaboutgraduationandbeyond. Theywillbemorereadytomakeabigpurchaseandwillhavehadachanceto saveupmoremoney.24.6%oftheparticipantsinourresearchstatedthat theywouldbepurchasinganewcaroneyearaftergraduation.Whereas 47.5%statedtheywouldwaittwoyearsaftergraduationbeforepurchasinga car.
Graduatesages2125
Competition
ProductComparison
4.1
BarrierstoEntry
GMhasalreadyhadtroubleenteringthismarketbecauseitisalreadyfacinglow awareness.Theyarehavingtroublegettingthetargetmarkettoviewitswebsite. Thedownturnoftheeconomyhasproventhatmanypeoplearenotbuyinginthese toughtimes.Iftheyarenotbuying,thenitwillbedifficulttosellanewvehicle,
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CompetitorDifferentiation
TOYOTA SUZUKI
Keyfeature
$1000rebateonnewand $500rebateonnew used Students6mo.before Students6mo.before graduationor2yearsafter graduationor2yearsafter Nodownpayment AvailableonallnewSuzuki Nopaymentsfor90days models Oneyearoffreeroadside assistance Discountappliestonew andusedvehicles Lotsofstipulations Offeredtoasmallerrange ofcustomers Discountappliestoselect vehiclesonly Mustfinancethrough Suzuki,nocashsales allowed Offeredtoasmallerrange ofcustomers Smallerdiscountamount
TargetMarket
Strengths
Weaknesses
4.4
KeyCompetitorNetImpressionsandMessages
STUDENTS/GRADUATES2025 STUDENTS/GRADUATES3555
TOYOTA
NetImpression
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SUZUKI
Netimpression
STUDENTS/GRADUATES2025
STUDENTS/GRADUATES3555
BrandingandMessaging
BrandingArchitecture
5.1
PositioningStatement
ValuePropositions
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5.4
MajorMessages&CurrentCustomerViews
HOWTOADDRESSPROBLEM MESSAGE Focusontheinteriorfeaturesand GMisnotjustacarcompanyfor fueleconomyaswellaswarrantiesoldfolks.Theyhave andguarantees. contemporarynewmodelswith lotsofamenities.
GMshouldexplainexactlywhat Thebailoutwasanopportunityto happenedtruthfullyandhowthe turnoveranewleaf. companybecamebetterand strongerbecauseofthebailout. Thiscouldbeaddressedby comparingthefueleconomiesof GM,ToyotaandSuzuki.Many collegestudentsareconcerned withthisandarenotinterstedin SUVssoGMshouldfocuson sedansandcoupes. GMcaresaboutitscustomers mostofallandthatiswhyitis implementingthisdiscount program.
Bailout
5.4.1
MAJORMESSAGESFORCUSTOMERS
MAJORMESSAGESFORCUSTOMERS
MESSAGENAMEandCoreMessage GMisnotjustforoldfolks. MessageSubstantiation GMwillintroduce10new,contemporarymodelsthat appealtoyoungertargetsinthenext15years.
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MAJORMESSAGESFORCUSTOMERS
MESSAGENAMEandCoreMessage GMisnotjustforoldfolks. MessageSubstantiation GMwillintroduce10new,contemporarymodelsthat appealtoyoungertargetsinthenext15years.
CommunicationsVehicles
1. Promotion:GM&UAmbassadors
Promotionisthekeyelementtoourmarketingplanwith50%ofourbudget.Ourresearch shows109respondentsof122selectedtheformofwordofmouth(friends,family,etc.)and event/promotion.Thereforeourplanwillfocusthemajorityofoureffortsonthe promotionandeventsforthediscountprogram.Thiswillincreasetheoverallawarenessof theprogramand,throughexperientialmarketingwillallowbuyerstohaveanemotional experiencewiththebrand. Byselectinguniversitiesbasedongeographiclocationanddemographicswewill promotethediscountprogramwithintheconfinesofthecampus.Bypreselecting30 campusesfromacrossthenation,thiswillmaximizethefootprintofthepromotionefforts.
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ByhiringGeneralMotorsinternsasGM&UAmbassadors,thediscountprogramcan spreadbywordofmouthtoothercollegestudentswithintheirsocialnetwork.Theinterns willbeselectedbasedonresponsibility,Greekaffiliations,workethicandsocialskills demonstratedtopromotetheGeneralMotorsbrandwiththeiragegroup.Byutilizingthese interns,thepromotionscanbeconductedatalocalandgrassrootslevel.Internswillbe providedwithpromotionalmaterialsandmethodsinwhichtheycaninserttheGMbrand anddiscountprogramwithinthecampusculture. Universitieswillbeselectedonthebasisoffourfactors:geographiclocation,the amountofGreekinvolvement,universityenrollment,thesportsfanbase,andthe percentageofstudentsthatliveoncampusornearcampus. Threeinternswillbeselectedfromthe30universitiesmakingatotalof90student brandambassadorsspreadacrossthecountry.Thiswillcreateanetworkofinformation gatherersforGeneralMotors.Internswillbepaidafixedstipendof$1000spreadacrossthe durationofthetwosemesters.Internswillcompetebetweenuniversitiestoreach benchmarks.ThefollowingobjectiveswillbesetfortheGM&UAmbassadors: Eachinternwillcollectattheminimum200contactsforGMsmailinglist(direct andelectronic). TheGM&UAmbassadorteamwillhostatleast3eventsperyearthatpromote theGM&UCollegeDiscount. TheGM&UAmbassadorswillparticipateinaphilanthropiceventatleastonceper yearwhereGreekandotherstudentorganizationwillbeinvolved. TheGM&UAmbassadorswillparticipateinexperientialmarketingeventsat universityfootball,basketballandothersportingeventsonandoffcampus.
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2.Newspaper Strategyfornewspaperadvertisingdependsonthetypeofbusiness whichrequiresit.Ourstrategyforattractingthetargetmarketwillbe basedonthediscountandparticularvehicleschosenbyourresearch ofthemostpurchasedbrands.Additionally,placementisavery importantaspectwhenrunningadvertisementsinnewspapers. Smalleradvertisementsthatareranrepeatedlywillperform betterthanlargeradsranlessoften.FamiliarityequalsTrust. StudentsreadtheFriday,SaturdayandSundaypaperstoplantheirweekend. Studentsareawarethatnewspapershavecertaindaysthattherearemoreadssowe willplanaroundthat. Keepcontinuityintheaddesignandmessage. Basedonourresearchwefoundthatmanystudentsreadthelocalcitypaperaswell astheuniversitypublication.Insomecasesthesearetheironlysourceofnewsandad exposurewhileoncampus.ManystudentsoncampusalsoreadtheWallStreetJournaland theNewYorkTimes. Wewillutilizelocalmarketswithadedicatedreadershiptomaximizereachingour targetmarket. Adirectresponseadwillbewrittentograbthereadersattention,interestanddesire toprovokeimmediateaction.Copywritewillfocusonenticingthereadertogetup,goto thedealershipandtestdriveavehicle.Mostnewspapersendupinthetrashortherecycling bininlessthan24hours. DirectResponseAdvertisingshould Captureattentionthroughdesign,adsize,placementandtiming. Stimulateinterestbytouchingonhumanemotions,desiresandneeds. Createdesirebyofferingsolutions[benefits]toemotions,problemsorneeds. Investigateactionbymakingthesolutionhighlydesirableyetaffordableandeasy.
3.Television
WewillincreaseawarenessabouttheprogramswebsitethroughTVcommercials allowingforvisitorsinterestedingaininginformation.Throughsimpleauthorization requestsfromtheGM&Uwebsite,highertrafficwillresultinmorefrequentdealership visitsandsales.TVcommercialshelpachievethemarketingandcommunicationsobjectives setforthinthisIMC. Accordingtoourresearch,the7mosthighlywatchedTVchannelsofthetarget marketare:ABC,FOX,NBC,TBS,ESPN,ComedyCentralandFoodNetwork.Someofthe mostpopularprogramswatched:GreysAnatomy,GossipGirl,OneTreeHill,TheOffice, PrivatePractice,SportsCenter,andcollegesports.
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Weaskedparticipantstonamethemostmemorableadvertisementtheyhadseenin thepast6months.Amongthemostmemorablewere: Macvs.PC.Theseadvertisementscombinehumorandcomparisons.Theyplayon theflawsofthePCbrand,butinalight,humorousfashionthatisreceivedverywell byourtargetmarket. FreeCreditReport.Com.Thesecommercialscombinehumorwithamemorablejingle. Theselittlesongsseemtostickintoeveryonesheadsandpeoplealwaysremember wheretheyheardthem. Etrade.Thesecommercialsfeaturingthetalkingbabiesalsousehumorwhich appealstoouraudience. Geico.Thesecommercialswiththetalkinggecko,cavemanandastackofcash. Again,thesecommercialsusehumorwhilealsocomparingGeicotootherinsurance companies. iPhone.ThesecommercialsfocusedontherevolutionarynewiPhone.Theymadeno comparisonstootherproductsbecausethiswasthefirstphoneofitskind. Celebrityathleteendorsements.Thesewerememorablebecausetheywerepeople thatarerecognizabletoourtargetaudience. Basedonourprimaryresearch,GMisalreadyreachingitstargetaudiencewithitsTV commercials. Whenaskedwhichvehiclebrandtheylastsawanadvertisementfor,participants respondedthatGMalongwithFordasthelastadremembered.Thesecondmostcommon responsewasforaToyotaadvertisement.HondaandBMWwerethethirdmostfrequent responses.Lexus,Mercedes,AudiandVWwerealsorecognized,butonalesscommon basis.SinceGMisalreadyhittingtheirtargetaudiencewiththeircurrentprogram,nowthey justneedtotailortheiradstothisdemographicandusethetechniqueslistedbelowto reachthem.Basedontheadvertisementsaboveourtargetmarketremembered,GMshould
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incorporatehumorandcomparisonsalongwiththingsthatGMisdoingthatare revolutionary,intotheirTVads.
4.Magazines
Byadvertisinginmagazines,youcanreachyourtargetaudience,educatethemabout yourproductsorservices,andmovethemclosertomakingapurchase.Costforrunningan advertisementinamagazinewillvaryfromvendortovendor. Youcaneasilycreateanimagewithaprintadinaparticularmagazine.Ourtarget audiencewhensurveyedrespondedtoreadingRollingStone,Cosmopolitan,ESPNThe MagazineandPeoplemagazinesmostfrequently.
5.Internet
Ourresearchshowedthatinternetbasedadsarethethirdleadingmarketingstrategy whichcapturedconsumersattentioninourtargetmarket. ResearchconductedbyAndersonAnalyticsshowedthatthemostvisitedwebsites amongmalecollegestudentswere(Inorderofmosttraffic):Facebook,ESPN,Google, Youtube,andDigg.com.Amongfemales,Facebookwasalsothemostvisitedwebsite followedbyMyspace,Google,Youtube,andPerezhilton.com.Trendshowsthatamongboth maleandfemalecollegestudentsFacebook,Google,andYoutubewerepopular,leading thesethreewebsitesasourfocusforInternetAdvertisements.WealsoagreedduetoGMs previousinvolvementwithCars.com,thatitwouldbeausefultooltousesinceitattracts consumersinterestedinpurchasingcarsandallowsthemaccesstothecollegediscount program.
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POWERPOSITIONADS Powerpositionadsgivehighlyvisibletargetedbanneradvertisementswhich
featuredealershiplogoandmessageinsearchresultstobuildtraffic.Thiswouldalso beacosteffectivewaytoreachouttargetmarketandonewhichwouldalreadyshow interestinautopurchasing.
FACEBOOK
Duetoitshightrafficandamountofactiveuserswhichsurpass300,000,000todate, itwouldallowGMtoreachawidemarket.AdvertisementsonFacebookalsoallowfor easytargetingofusersinourrangeof2025yearoldcollegestudentsandgraduates. Segmentationscanbeclassifiedbyage,sex,andgeographicarea,makingiteasierto reachthepreferredmarketsegment. ThroughtheuseofFacebookads,knowledgecanalsobegainedaboutwhohas clickedontheadvertisementswithfeedbacksuchasage,sex,region,andnumberof clicksthatpersonmade.Thiswouldalsomakeiteasiertofurthernarrowtherangeof themarketofinterest,thusallowingforfuturecostsavingsbyreducingtheamountof unnecessaryandineffectiveadvertising.
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GOOGLE
TheuseofsponsoredlinkAdWordsthroughGoogleadvertisementwefoundtobe anotherverybeneficialchannelinwhichtomarketcustomers.Thesetypesofads whichwouldshowupatthetoportotherightofthesearchengineresultspage,would targetthosewhosearchforsimilarcriteriaasthead.Ifsomeoneweretosearchforthe wordCaronGoogle,aGMCollegeDiscount.comlinkwouldshowupasresults,along withotherkeywordsthatwouldrelatetoGMandautodiscounts. Googlereaches80%ofinternetusersanditisthe#1adnetwork.Italsohelpsgain morequalifiedleadsatalowercost,boostingsalesandROI.Allowsforfeedbackwhich showswhatisworking,whatisnot,andwhereyouradshaveshown.
YOUTUBE
YouTubeiswidelyknownaroundthecountryandinternationallyandhasbeen accessedbymanydifferenttypesofdemographics.Thereareover300millionusers worldwide,while37.8%ofthoseusersareages1843,whichcoversourtargetmarket ofages2025.ThroughYouTubeadvertising,youareabletotargetviewersbywhat theyarewatching.
Contest:
Throughcontestparticipation,thosewhowouldnotnecessarilyhavehadprecious knowledgeabouttheprogramcangaininterests.Thecontestwouldconsistof allowingviewerstodirecttheirownshortfilmorvideoabouteventssuchasThe dayIgotmyfirstcar.ThevideocontestwouldbesponsoredbytheGMCollege Discountandthewinnerwouldget$10,000whichwouldbecoveredbythe $150,000budgetallowedforwebbasedadvertising.Thevideowouldthenbe linkedonthemainpageofYouTubeamongtheBuzzvideoswhicharethe hottest,mostfrequentlyviewedvideos.
CARS.COM
Cars.comadcampaignsattractmillionsofinmarketbuyerstothesite.Thewebsiteis alsoadvertisedamongsometelevisionnetworkssuchasESPN,NBC,andCBSwhichwe foundtobeveryattractivetothoseinourtargetmarketresearch.
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TacticalCalendar
COMMUNICATIONSVEHICLESTACTICALCALENDAR
Vehicle Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Television
Website
InternetAds
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Budget
8.1
Figure4:BudgetAllocation
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