suzuki burgman brand campaign

Burgman

Venkitachalam*Peck*Rasoli*Melograna

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

Fuel prices stack up

An Affair to Remember

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

Americans are driving less

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

Smaller is better

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

Two wheels are better than four

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

People are looking for driving alternatives

Situation Analysis QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunity

Build a platform that is sustainable beyond any

economic trend.

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective

Feb 08 Jun 08 Jul 08 Aug 08 Sep 08

13%15%

23%25%

3%

$145

$86

$140

$120 $108

% Americans who found Gas Prices as #1 Issue

“Cheaper Gas, Calmer Debate” - Peter Coy, BusinessWeek 9/15/2008

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters

Price and Function

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters

Price and Function

Technical Details

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters

Price and Function

Technical Details

Lack of awareness

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters

Price and Function

Technical Details

Lack of awareness

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

{Not a long term strategy

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycles

Small Scooters

Larger Scooters

Car Drivers

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Car Drivers

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Car Drivers

Practical Dreamer:Burgman owners

minus the Burgman.

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Car Drivers

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Motorcycle Dreams

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

The Burgman is what you wanted then, for what you need now.

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

Why the Burgman?

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

If you could change anything, what would it be?

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

How involved are you with your Burgman and staying connected to the Burgman community?

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

Practical Dreamers

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

Burgman Owners

Practical Dreamers

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy

Recognize, listen, and mobilize.

“I love my burgman but the brand doesn’t really mean anything

to me.”

“I love my burgman and i am proud

ambassador of the burgman name and

brand.”

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative ExecutionsE

nter

Bur

gman

Ow

ners

“I had many childhood dreams I had to give

up for a more practical lifestyle.”

“The Burgman sounds great, but it must be too good to be

true.”

“I want proof that this thing is for real and right for me!”

“I can’t believe I didn’t know about

the Burgman before!”

Strategy: Recognize, listen, and mobilize.

Consumer JourneyPractical Dreamers

Burgman Owners

Strategy: The Burgman is what you wanted then, for what you need now.

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions

“I had many childhood dreams I had to give up for a

more practical lifestyle.”

Stage 1 - Practical Dreamers“A lifestyle change without changing your lifestyle.”

Non Trad

1 gal.

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions

Stage 2 - Practical DreamersIn practical terms . . .

“The Burgman sounds great, but it must be too good to

be true.”

Consumer Database

Stage 1 - Burgman OwnersThank you

“I love my burgman but the brand doesn’t really mean anything

to me.”

Loyalty Initiative

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions

Stage 3 Coming Together

“I want proof that this thing is for real and right for me!”

“I love my burgman and i am proud ambassador

of the burgman name and brand.”

USA Burgman Tour

10 Burgman Owners

Meet with potential buyers

Document experience

Dealership Training

Fairy Godparents

UGC part of the site

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions

Stage Four - Practical DreamersIndoctrination

“I can’t believe I didn’t know about the

Burgman before!”

Coupons

Apparel

Situation Analysis QuestionsMetricsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudget

Fairy Godparents2%

Brand Loyalty Initiatives10%

OOH20%

Burgman Tour20%

Web Initiatives20%

Product Placement8%

Print20%

Brand Awareness Enquiries @ Dealership

Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics

Brand Awareness Enquiries @ Dealership

Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics

Web Site Registrations

Prospective Buyers Database

Fairy Godmother tour registrations

Brand Awareness Enquiries @ Dealership

PR Buzz

Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics

Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions

Tatiana

Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions

Questions?