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TABLE OF CONTENTS

1) Executive Summary 1

2) Situational Analysis 2

a) Industry Analysis 2

b) PEST Analysis of the current Automobile Industry 4 i) Political ii) Economical iii) Social iv) Technological

c) Porter Analysis of the current Automobile Industry 6 i) Threat of New Competition ii) Threat of Substitute Products or Services iii) Bargaining Power of Buyer iv) Bargaining Power of Supplier v) Intensity of Competitive Rivalry

d) Where is the Automobile Industry going in the next 5 years? 9

e) Industry Analysis Conclusion 9

f) Dodge History 10

g) Customer Anaylsis 12

3) Competitive Analysis 14

a) Competitive Cars Chart 14

b) Competitive Analysis 14

4) SWOT Analysis 17

a) Strengths 17

b) Weaknesses 17

c) Opportunities 18

d) Threats 18

5) Market Segmentation 18

a) Segment Profiles 19

i) The “Jock” ii) The “Academic” iii) The “Artsy” iv) The “Partier” v) The “Involved” vi) The “Antisocial”

b) Primary Target Market 20

i) VALS Psychographic Segments ii) Yankelovich Mind Base Segments

c) Secondary Target Market 1 22

i) VALS Psychographic Segments ii) Yankelovich Mind Base Segments

d) Secondary Target Market 2 23

i) VALS Psychographic Segments ii) Yankelovich Mind Base Segments

6) Marketing Mix 25

a) Product 25

i) 5 product related characteristics that undergrid consumers attitudes toward product

(1) Relative Advantage (2) Compatibility (3) Complexity (4) Trialibility (5) Observability

ii) What are people saying about the Dodge Dart? (1) Edmunds.com (2) Consumer Reports (3) J.D. Power

b) Price 28

c) Promotion 28

d) Distribution 30

7) Objectives 30

8) Brand Positioning 31

a) MECCAS Model 33

i) Creative Strategy and Leverage Point ii) Brand Attributes iii) Brand Consequences iv) Value Orientation

b) Means- End Chain 34

i) What universal values we want to portray

9) Media Choices 35

a) Social Media 35

i) Facebook

ii) Twitter

b) Digital Media 37

i) YouTube

c) Traditional Media 37

i) Television ii) Magazine iii) Radio iv) Newspaper

d) Semiotic Perspective 39

10) Media Plan 40

a) What is Dodge’s current campaign for the Dart? 40 i) TEARS model (ch 9)-which do they rep?

b) Optimizing our Media 42

c) What we going to do at point of purchase? 45

d) Dart Advertising 46

i) Digital Media 48 (1) Logo

(a) Current (b) Logo Development

(2) Newspaper Ad: Full page (3) Newspaper Ad: Third page (4) Flash Banner Ad (5) Facebook: Dart Profile (6) Cars on the Quad: College Event Announcement Flyer (7) Cars on the Quad: Tall poster for the tent (8) Cars on the Quad: Accessories

(a) Salesmen Outfit: Reebok Athletic Gear (b) Competitive Analysis handout (c) Bumper Sticker (d) Note Pads

(9) TV Commercial ii) Public Relations Media 59

(1) Partner with Reebok (2) Tweets (3) Facebook (4) Instagram (5) Booklet/ Brochure (6) Press Release (7) College Event

(a) Newspaper (8) Legal (9) Radio Ad Script (10) Text Blast (11) College Promotions (12) Facebook Sidebar Ad (13) Celebrity Endorser

11) Budget 63

a) Media Budget

12) Media Schedule 66

a) Calendar

b) Lifetime Value Per Customer

c) Proactive Strategy for a Damage Control Situation

13) Limitations 75

14) Appendix 80

1

Executive Summary

The Dodge Dart’s current campaign utilizes a wide variety of advertising media that

we believe is creating a strong buzz around the Dart. As a company that has been known

to gear their cars towards a rugged and active lifestyle, the Dodge has offered the Dart

as a nice brand extension that will encompass the young- adult athletes, predominantly

in New England. We believe we can significantly help with product develoopement and

build on Dodge’s already established campaign an even stronger image for not only the

Dart, but Dodge as well.

The low MSRP at $15,995 puts this car into a competitive market that is already

highly saturated with cars that offer many of the same attributes. We see this car as

offering differentiation as one of the most high tech and fuel efficient cars and with the

company’s focus on customer relations, the Dart owner will gain a sense of trust and

lifestyle fulfillment.

We can offer a strong selling proposition that will boost the target market’s interest,

motivation, opportunity, and ability to become apart of the Dodge family. Through

personal selling techniques of holding ‘Cars on the Quad’ events at colleges and bringing

the dealership to the student we will stimulate interaction with the Dart as well as

encourage positive top of mind awareness. Other techniques we hope will significantly

increase our target market reach are putting the Dart in a Vince Vaughn movie, placing

customized Darts on campuses, and offering sales promotions and rebates that students

will find manageable.

2

This campaign will be geared towards the college “jock” at major colleges and

universities throughout New England. This profile person is competitive, active, and has

a dynamic social life which are personality traits that are compatible with the features of

the Dart. We feel our campaign is best expressed by our slogan,

“Where has your Dart taken you?”

Situational Analysis Industry Analysis

The car market for a college student with limited knowledge, funds, and driving

experience is a market run by non- American brands that have proven for many years to

offer high quality for low rates. Forbes Top 10 New Cars for College Kids1 looks at cars

with MSRP under $20,000, mpg of at least 35, standard safety features, and above

average J.D. Power & Associates ratings; and in their conclusion only 1 of the top 10 was

an American made car, the Ford Focus. In the car industry, for a car to standout and be

successful, you need several points of difference while meeting certain price and safety

standards. The Dodge Dart is in a highly saturated and highly competitive market which

makes the roll of marketing that much more difficult because the product won’t sell

itself, the perks to the Dart have to be learned and experienced in order to build enough

trust to generate a demand.

Looking back at the evolution of the Automotive industry in American, you can

find the rise and fall of an enormous market which had significant impact on the culture

of the 20th century. The industry started in the 1890’s with the inventsion and mass

1 Forbes

3

production of cars and by the 1920’s the American Big Three automakers had been

established: General Motors, Chrystler, and Ford.2 The luxury car market took a serious

hit during the Great Depression, but the Big Three managed to prosper, eliminate

smaller competition, and respond to the changing demands of the post war era in the

50’s and 60’s. Entering the 70’s, oil prices started to rise drastically and in the 1980’s

foreign cars began to be introduced into the American market. These complications

created road blocks that the American automotive industry has never been able to

rebound from, culminating in 2008 with the bankrupcy of both General Motors and

Chrysler who called for Federal bailout.3

This sets the stage for a highly competitive market where not only does Dodge

need to promote their newly released Dart, but they need to further establish Dodge’s

image as a trustworthy, well made, and technologically advanced automaker who has

the capability of competeing in this industry.4 The question becomes, can the Dart

further accomplish this for Dodge as a company? We believe the introduction of the

Dart will greatly help fill a niche of consumers Dodge has struggled to reach with it’s

previous models. In the following analysis’ we look at the environment the Dart faces

and what hurtles it will need to conquer in order to reach desired profitability levels.

2 MarketResearch.com 3 PartsGeek 4 Investopedia

4

PEST Analysis of the current Automible Industry Political Government intervention is widely shaping the nature of the automotive industry

both nationally and internationally. The government has implemented safety and

environmental regulations on both the production process and car model.5 They have

also had to rescue the American automakers in the recession in order to retain the

industry. Also, there are taxes and state driving laws car owners have to oblige. The

government is very intertwined in the design, production, distribution, and ownership of

the automotive industry making them a large enough stakeholder to determine the

progression of the industry and which companies have the resources to prosper.6

Economical The automotive industry has been a central market that has shaped the culture of

the world since its invention. The technology involved in transportation has, one way or

another, effected everyone and every industry around the world and therefore

impacted the global economy. However, the financial recession has created an excess

capacity or a surplus in the market with demand significantly less than the current

supply.7 For a company to excel in this type of market, they need the flexibility and

resources to respond quickly to a demand opportunity. In companies efforts to provide

for that niche, there has been an increase in automakers diversification of product lines

5 Slide Share 6 Automobile Magazine 7 Scribd

5

and ammenities offered. This has generated economies of scale which ultimately

creates even more competition and difficulty for entry into the industry.8

Social The most basic social impact the automotive industry has had globally is the

increase in mobility and communcation between countries, communities, companies,

and individuals. In more recent years, this increased mobility has been recognized as

being environmentally detrimental and a “go-green” effort has been a significant trend

and a future valued attribute of a car.9 There is also a car culture where people judge

based on the type of car you drive and vise-versa where drivers feel better about

themselves in nicer cars. This reflects both on the brand and the car’s ammenities and

style. The automotive industr employs millions of workers directly and hundreds of

millions of people indirectly, in that respect, it has had a significant impact on the social

reliance people have on transportation as a whole.

Technological Automakers use technology to differentiate their models from other brands in

catagories of safety, ammenities, engine quality, environmentally, and through sales.

Technology is the foundation of the industry as cars are constantly transforming and

improving in efficiency. J. D. Power & Associates did a study 10 years ago, in 2002, that

showed over 60% of car buyers reffered to the internet prior to their purchase and 88%

of that research was done on the dealers’ web site.10 Even 10 years ago, e-commerce

8 Scribd 9 Investopedia 10 J.D. Power & Associates

6

was a predominate sales tool, largely because a car is a significant purchase requiring a

high level of knowledge and comfort with the brand previous to purchase. Technology is

an intergal part of the industry right now and will dictate the trends of the the future.

Porter Analysis of the current Automobile Industry Threats of New Competition There are some significant hurdles for a brand to overcome in order to enter this

industry. Probably the most significant problem is the extremely high fixed costs

associated with production, distribution, and advertising. There are hundreds, and

probably even thousands, of cars to choose from that almost every niche has been

accounted for 10 times over with excess production. Things that willl differentiate a car

are the new progressive technology that make the driving experience more compatible

with the fast and highly distracted driver of the future. Once again, this has high costs

associated with development of such technology and even some of the megabrands

struggle to find the funding for such interests. What has made this industry become so

much more competitive is the global involvement of production and distribution

overseas. East Asian companies can do the developmental leg-work and production for

a much lower cost, making fixed costs possibly lower and profit margins lower even still.

In general, entrance to this market is very difficult and requires a lot of initial resources

that many people or companies cannot afford to risk.11

11Blogspot. Porter 5 Forces

7

Threat of Substitute Products or Services Substitutes to a car can come in many forms, a comparably similar model car or,

the most basic form, public transportation. Each needs to be handled separately

because substitute models are highly demand sensitive based on price and amenities.

Also, a change in the price of a complementary product like gas and tires could have a

significant effect on non-luxury customers. There has been a noticable shift towards

alternative fuel technologies that is creating a significant trend effecting the pressure for

substitute products. The availability of public transportation also factors into the

purchase decision, especially in urban areas. The availability, and potentially low cost, of

public transportation is a very tempting decision as fuel costs increase and as people

become more eco-friendly. A potential draw back to public transportation is the

inconvenience in location or length of time it takes to get from point A to point B.

Owning your own car is associated with a lot of flexibility that is becoming more

compatible with peoples highly social lifestyles.12

Bargaining Power of Buyer The bargaining power of both the dealership buyers and the individual customer

buyers is very high. This is a large purchase for individuals, putting a lot of pressure on

them to be well educated about their purchase decision. With the supply of cars

significantly higher than the demand, individuals have a large number of substitues with

brands constantly being compared and rates easily negotiable between dealerships. On

12 Ford Strategic Analysis

8

top of this, there is also a second hand market where cars can be recycled for lower

costs reaching a market niche new cars just cannot compete with pricewise.13

Bargaining Power of Supplier Many resources needed to build a car such as raw materials, labor, technology,

and distribution. Supplier competition is high and there is not much differentiation with

inputs for each automaker. They are all using the same materials so the main

differentiation in the production is the human resource contribution with design and

technology equipping the car with comfort, safety, new-age technology compatibility,

and engine quality. This creates a market of inputs where the cost of the inputs has a

significant effect on profitability. The power of the supplier is determined by the firm’s

bargaining abilities with their supplier network, however these abilities are monitored

by the UAW, the United Auto Workers union that regulates how the automakers treat

their employees. That said, we believe the bargaining power of the supplier is high

because these autoparts are standardized products and vertical integration can easily

occur with companies like Ford in 2005 by buying the auto-parts maker, Visteon.14

Intensity of Competitive Rivalry

The automotive industry has been a comeptitive market for over 100 years

starting as an American made industry with the Big Three automakers. Since the 1970’s

with the entry of the Asian automakers: Nissan, Toyota, and Honda, who are largely

focused on gaining market share, the industry has become even more competitive. Price

wars arise between firms competing over the price and non-price competition. These

13 Automobile Magazine 14Scribd

9

wars drive down price-cost margins and drive up fixed cost and marginal cost.15 “One of

the other reasons there is such high rivalry is that there is a lack of differentiation

opportunities. The competitors are compared to one another constantly. In recent years,

there has been significant market share variation, another indication of rivalry and its

very strong threat to profits.”16

Where is the Automobile Industry going in the next 5 years? Within the next five years, the main focus for cars will be developing technology

that can improve the car’s fuel efficiency in response to the growing economical

struggles and to become more automated and safe for multi-tasking people who are

getting in more accidents with the increased number of distractions. Automated driving

could possibly come from technology such as HAL or artificial intelligence driving.17

Another way for developers to respond to market demand for more cost savings is to

improve the longevity and strength of the engine so there are fewer maintenance trips

needed.

Industry Analysis’ Conclusion This is not an attractive market for the Dart to be entering because the

competition includes well established megabrands that will not share their market with

new arrival of smaller brands. Essentially, the automotive marketplace in the United

States is an oligopoly where only a handful of companies and even particular brands

control the market who create imperfect competition within the capitalist society. This

15 General Motors Strategic Analysis 16 General Motors Strategic Analysis 17 Wards Auto

10

results in fierce competition where firms resort to non-price related competition as a

differentiating tool by improving things such as the product’s attributes and improving

their marketing efforts. This fierce competition is representative of a sticky-upward

demand curve meaning when a firm lowers the price, other firms will lower the price.

But, if a firm increases the price, other firms will stay put and as a result, gain market

share.18 These kinds of conditions create a huge hurdle for Dodge and in order for them

to play in the same marketplace as well established brands like Ford and General

Motors and the Asian brands, they need to create a budget enabling such opportunities

for growth.

Dodge History

The Dodge Brothers Motor Vehicle Company was established in 1914 by two

brothers, Horace and John Dodge. Dodge started off as a very popular American

automobile with some of its first cars becoming favorites with car buyers. During the

First World War, Dodge cars and trucks were used as staff vehicles and ambulances.

In 1928, Dodge was sold to the Chrysler Corporation. This move enhanced the

Dodge image by providing more that trucks, but also manufacturing performance-

oriented cars.

The company had to make changes through the years to keep up with the times.

Dodge out-performed GM and Ford with their B-series in the ‘40s and one again in with

their 1993 Ram trucks. To maintain their popularity, Dodge had to make cars that

18 Parts Geeks

11

appealed to the families that needed “tough” cars that were easy to handle. In the

1960s the Dodge Dart, Coronet, and Charger were introduced.

Dodge’s history is filled with both wins and losses. From 1966 to 1976, Dodge

was the fastest growing truck company in America with a 237% increase.19 The company

was making the right moves in innovations in their motors and variety of trucks offered

to different lifestyles. At this point in history, Dodge was surpasses other major

companies like GMC, Ford, and Chevy. The late 1970s presented a time where the

company began to slip. Caught up in the fuel crisis, Dodge had to alter some of their

models to be compatible with Mitsubishi fuel. With the fuel crisis came Chrysler’s

economic troubles, during this time Dodge leaned on Mitsubishi for financial support.

But, Chrysler never completed their plan of buying Mitsubishi leaving Dodge without the

aid of another motor company. The early ‘80s saved the company with the help of

government loans and the increased sales of their economy cars (the Omni and Aries).

In the late 1990s, Chrysler and the German company Daimler merged. For a brief time

Dodge was part of the DaimlerChrysler Company, but the merger did not fully work out.

Chrysler and Dodge were sold to a private equity firm in 2007. Once America was hit by

recession Chrysler had to declare bankruptcy. Dodge was taken over by the European

automaker, Fiat.20

19 History of Dodge, Allpar.com 20 Dodge Model, Edmunds.com

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Customer Analysis

Dodge has traditionally made cars for a rugged, patriotic consumer market that

use their cars for more than just transportation. Dodge has not had as much success in

the car market as its competing American companies, Ford and Chevrolet, but it has

become fairly well-known for its trucks and large vehicles that appeal to the outdoorsy

American consumer. In their recent attempts to appeal to a younger audience with

more sporty cars, they have come out with the new Dart which is a good brand

extension for Dodge. It reaches (or is trying to reach) a younger, more hip consumer

market that prefers smaller, sportier cars over larger SUVs or trucks. Dodge’s current

consumers are probably very brand-loyal, as many customers of American car

companies tend to be. With the Dart, we are trying to maintain brand loyalty among

current customers and also develop it in future customers who will hopefully be

purchasing the Dart. By keeping up with the buzz surrounding current car markets, we

will be able to gather a new group of consumers who will purchase the Dart and

positively influence other consumers’ vehicle-buying decisions.

Below are some of Dodge’s older vehicles that are targeted more at an older

audience for practicality, ruggedness, and durability. Overall, Dodge’s trucks and SUVs

have lower ratings than Chevy’s or Ford’s, which is indicative of Dodge’s fairly small

market share and possible perceived inferiority in the minds of some American

consumers21. The trucks and SUVs pictured here are the site’s top-rated vehicles within

21 J.D. Power

13

the truck/SUV section of Dodge, but even their top ratings are still lower overall than

comparable trucks and SUVs made by Chevy and Ford.22

Dodge Dakota (2008) Dodge Ram (2010) MSRP: $20,470 - $27,780 MSRP: $27,215 - $39,290 Built-in cargo box, utility rails, under-seat storage HEMI engine, IV trailering, anti-lock brakes

Dodge Durango SUV (2008) Dodge Journey SUV (2011) MSRP: $27,335 - $35,875 MSRP: $22,245 - $31,945 Navigation system, cargo organizer, 305 HP Driveline traction control, power mirrors

22 J.D. Power

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Competitive Analysis Competitive Cars Chart

Competitive Analysis

Chevrolet Cruze Eco 2013- Standard with a six-speed manual transmission, but

has the option of a six-speed automatic. Provides a comfortable ride, despite issues with

unsmooth transition between gears, the Cruze has good steering, and comes with

optional features like the Enhanced Safety Package. This package includes Rear Park

Assist, Rear Cross-Traffic Alert, Side Blind Zone Alert, and has a rear vision camera. The

1.4L turbocharged engine provides good fuel efficiency, better than most of its

competitors, with 42 miles-per-gallon on the highway. The Cruzes’ other models, like

the Cruze LS six-speed transmission, also provides good fuel efficiency, offering 36 MPG

highway, and the six-speed automatic offering 38 MPG highway.23

Ford Focus 2013- Available in seven models: S Sedan, SE Sedan, SE 5-Door,

Titanium Sedan, ST, Titanium 5-Door, and Electric. The Ford Focus ranks 4th out of forty-

three affordable small cars. This car provides good fuel efficiency, said to rate the Focus

23 Chevrolet.com

Price MPG Engine Transmission Horse Power Dodge Dart $15,995 25c 36h 2.0 L 5 spd 160 hp Chevy Cruze Eco

$17,130 42h 1.4 L 6 spd 138 hp

Ford Focus $16,200 26c 36h 2.0 L 5 spd 160 hp Hyundai Elantra $16,815 29c 38h 1.8 L 6 spd 148 hp Toyota Corolla $16,230 27c 34h 1.8 L 4 spd 132 hp VW Jetta $16,675 24c 34h 2.0 L 6 spd 115 hp Ford Fiesta $13,200 29c 39h 1.6 L 5 spd 120 hp Chevy Sonic $14,800 29c 40h 1.8 L 5 spd 138 hp

15

at the top of its class. Although it does not have as much space as some competitors

(like the Chevy Cruze), reviewers are content with the amount of storage they have in

the car. The steering is easy to handle, and this car has a lot of force behind its 2.0L

engine. Complaints have been made about the interior technology, it is impressive for

the small car segment but drivers are finding it difficult to figure out the new features.24

Hyundai Elantra- This compact car comes in different models, including coupe

and hatchback models. All styles of this car have a four-cylinder engine and standard six-

speed manual transmission. Reviewers say that the steering is smooth, transitions

between gears are good, and the car provides an, overall, comfortable ride. The Sedan

gets 38 MPG on the highway, which is good in this class. All models of this car boast

their cargo space and comfortable seating for adults in the front and back seats. Interior

controls are “exceptional” but among test driving reviews some complaints about the

screen were made.25

Toyota Corolla-The Corolla comes in three models; the L, LE, and S model. Both

the Toyota official website and online reviews rave about the Corolla’s safety features

and reliability. It is the 2013 Insurance Institute for Highway Safety’s Top Safety Pick and

provides a “worry-free maintenance plan” for new cars for the first two years. Toyota

has made certain safety features on every one of their cars standard including: vehicle

stability control, traction control, anti-lock brake system, electronic brake-force

distribution, brake assist, and smart stop technology. Toyota also boasts that 80% of all

Corollas sold in the last twenty years are still on the road today. Compared to its

24 Usnews.rankingandreview.com 25 Usnews.rankingandreview.com

16

competitors in its class, the Corolla does not have as good fuel efficiency as other small

cars. The car has a four-cylinder engine and a five-speed manual transmission. Some

complaints that do not stand up to the other cars in the Corolla’s class are the troubles

the engine has in passing and merging- probably due to only having four gears. The car

does not provide much space for cargo or to fit adults comfortably in it and the interior

technology features are lacking in comparison to other small cars.26

Volkswagen Jetta-The 2012 Jetta comes in five trim options: S, SE, SEL, GLI, and

TDI. The car does not get a lot of positive feedback about the interior design for style,

but the base price is affordable and the back seat and trunk have ample space for its

passengers. The fuel efficiency is lower than others in its class with a 24 MPG city and 34

MPG highway.27

Ford Fiesta- Available in six different models, both the sedan and the hatchback

have three trims: S Sedan, S Hatch, SE Sedan, SE Hatch, Titanium Sedan, and the

Titanium Hatch. The Fiesta was ranked the number two affordable small car out of forty-

three. The S sedan starts at $13,200, has 29 MPG city and 39 MPG highway. This car

stands out among its competitors in test drives because it is easy to steers and provides

lots of space for its passengers to ride comfortably. Safety features like, integrated blind

spot mirrors and AdvanceTrac electronic stability control are just a couple of things that

help get the 2013 Ford Fiesta at the top of its class.28

26 Usnews.rankingsandreviews.com 27 Vw.com 28 Ford.com

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Chevrolet Sonic-The Sonic comes in sedan and hatchback styles, each come in

three trims. The hatchback has a 1.8L, four-cylinder engine. It comes in standard 5-

speed transmission (also available with an automatic transmission). Another model

available for the hatchback is the RS model. This hatchback has a 1.4L turbocharged

four-cylinder engine and can get up to 40 MPG highway. With its new suspension, the

RS is easy to handle and packs a lot of power under the hood. This hatchback is the only

turbocharged engine in its class, according to Chevrolet. Aside from its powerful ride,

the sporty car catches its reviewers’ eyes and its spacious interior makes it a desirable

competitor of other small cars.29

SWOT Analysis of the Dodge Dart Strengths

- Chrysler has strong brand equity except in Europe - Private ownership means they don't have the statutory requirements of a public

company - Chrysler is the first auto company to have a Chief Customer Officer and this has

significantly helped customer relations30 Weaknesses

- Neither strong Market Share nor Share of Voice - Naming the car the Dart might sound cool to a 25 and younger crowd, but 40 year

olds parents know the Dart to be the old 1960’s car that was a below average quality and extremely large, boxy car

- Only distributed within the United States- Competing on an international level but only within the USA

- Management problems since merger with Diamler in 199831 - In general, Consumer Reports and J.D. Power have historically never ranked

Chrysler cars high

29 Usnews.rankingsandreviews.com 30 Wall Street Journal online 31 Cars Direct

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Opportunities - Alternative energy possibilities - Mere Exposure Effect- have opportunity to put Dodge and the Dart in a good light

with a new car image32 - Dodge is struggling with their current advertising campaign so we have chance to

make a difference - The college student represents a very vibrant and receptive market - Since we are in a down economy, more people will be looking for this type of car

Threats

- Rising gas prices - Dominance and continual growth of competition- both domestically and globally - Release of other similar cars - Negative view of old Dart - Established and highly competitive market, it is hard to find a niche that will suit

an already made car o Usually you make a car for a niche, not find a niche for an already made

car

Market Segmentation

This campaign will target college students in New England between the ages of

18 and 24. It is expected that many of these students do not already own their own cars,

but might be interested in purchasing one within the next 4-6 years. The college

student demographic is extremely diverse and vibrant, and there is a vast amount of

student with different backgrounds, interests, and values. For the purpose of assessing

student interests and behavior, we have further divided this college student group into

smaller, more relatable and identifiable segments: the “jock”, the “academic”, the

“artsy”, the “partier”, the “involved”, and the “antisocial”. We feel that these six groups

encompass the majority of students at the New England colleges we’re targeting (and

colleges in general).

32 Selective Rationality

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Segment Profiles

The “Jock”

Student athlete, possibly also involved in intramurals, very interested in sports, enjoys

hanging out with friends and is a part of the “popular” crowd. Probable car interests:

style, stereo system, engine power, overall look, and affordability.

The “Academic”

Focused on schoolwork and very driven and motivated. Probably would sacrifice a

certain amount of social life to concentrate on work. Probable car interests: safety

features, fuel efficiency, performance, and ease of maintenance.

The “Artsy”

Possibly involved in the art, music, or theatre departments at school, would have

interest in design and technology. Probable car interests: detail of interior,

features/gadgets, color coordination, overall sleekness.

The “Partier”

Has an extremely dynamic social life; at college to party and hang out with friends.

Probably would not be very focused on schoolwork. Probable car interests: speed,

engine power, stereo system, paint job, overall exterior and interior look.

The “Involved”

Is very active in on-campus clubs and organizations, has a busy schedule but balances

academics and social life well. Probable car interests: safety features, overall

performance, and capacity.

The “Antisocial”

Mostly keeps to themselves, does not spend a lot of time partying or doing a lot of

schoolwork; possibly plays a lot of videogames and has a select group of similar friends

20

who they hang out with. Probable car interests: practicality, style (not much overall

interest in various features of cars).

Primary Target Market

The segment that constitutes our primary target audience is the “Jock” profile.

We feel that the characteristics of this type of student are the ideal audience aspects

that the Dart should be aimed towards. Since there is such diversity and variety

amongst the preferences and interests of college students, it is necessary to

psychographically segment our target audience. This type of student has a very dynamic

social life and participates in a wide range of activities, many of them sports-related.

They would be interested in the engine power and overall style of the Dart, and would

probably view it more as a trendy statement of style more than as a practical car. The

affordability of the car would also be a big factor in the student’s decision, as well.

Our focus group provided a fair amount of background information on our

primary target market. We found that most students have not heard of the Dodge Dart,

and are, for the most part, indifferent regarding the desire to purchase one upon seeing

pictures and having it described to them. Despite it being a car made by Dodge, an

American brand, it was not the first brand that came to mind when “American car” was

mentioned; most thought of Ford and Chevy first, even if those companies might not be

at the top of the line for new styles and technology. Most students have a car they

regularly use (about a third of the students interviewed actually own a car), but most

only have moderate knowledge about and experience with cars. Overall, we found that

the Dart does not have much of a presence at all in the minds of young consumers (and

21

consumers as a whole), and while the Dodge brand is familiar generally well-received, it

comes third behind Chevy and Ford in the “American car” classification to most people.

VALS:

“Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive

consumers, Experiencers quickly become enthusiastic about new possibilities but are

equally quick to cool. They seek variety and excitement, savoring the new, the offbeat,

and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and

social activities. Experiencers are avid consumers and spend a comparatively high

proportion of their income on fashion, entertainment, and socializing. Their purchases

reflect the emphasis they place on looking good and having “cool” stuff.”33

Yankelovich:

I am Expressive. My motto is “Carpe Diem”. I live life to the fullest and I’m not afraid to

express my personality. I’m active and engaged and I embody a true “live in the now”

attitude with a firm belief that the future is limitless and that I can be or do anything I

put my mind to.34

Our primary target will most likely be comprised of these VALS and Yankelovich

segments, as they would be enthusiastic about a sleek, new car that fits into their

sports-driven, social lifestyle.

33 Shimp 2010, 105 34 Shimp 2010, 103

22

Secondary Target Market 1

We have split up our secondary target market into two segments: the “academic”

student profile and the parents of college students in general. We feel that the

“academic” profile is an appropriate choice for a secondary target market because they

represent a different set of preferences and characteristics than the “jock” and will help

us to appeal to a broader range of college students while still remaining fairly focused in

our targeting. Furthermore, while the “jock” student is stereotypically predominantly

male, the “academic” student could be (and often is) primarily female. This student will

be more concerned with such car features as safety, fuel efficiency (as opposed to the

probable “jock” interests of attributes such as power and sleekness). The “academic”

would most likely have an interest in the technology of the car as well, and would have a

more overall practical and precise approach to researching cars and analyzing the Dart

for its attributes, performance, and ratings.

VALS:

“Achievers, who are motivated by the desire for achievement, have goal-oriented

lifestyles and a deep commitment to career and family. Their social lives reflect this

focus and are structured around family, their place of worship, and work. Achievers live

conventional lives, are politically conservative, and respect authority and the status quo.

They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer marketplace. Image

is important to Achievers; they favor established, prestige products and services that

23

demonstrate success to their peers. Because of their busy lives, they are often

interested in a variety of time-saving devices.”35

Yankelovich:

I Measure Twice. My motto is “An Ounce of Prevention”. I’m a mature individual and I

like to think of myself on a life path to actualization and fulfillment. I live a healthy,

active life. I’m dedicated to ensuring that my future is both secure and highly rewarding

and vitalized.36

Our first secondary market will most likely be comprised of these VALS and

Yankelovich segments, as they would be more conservative and concerned with the

safety and reliability of the Dart over its coolness or look.

Secondary Target Market 2

Our second secondary market consists of the parents of college students. As the

purchasers of the first cars that students drive, they have the knowledge and

preferences that will influence the students’ future car purchase. We predict the

parents will be primarily concerned with the overall performance, safety, price, fuel

efficiency/gas mileage, and ease of maintenance of the car. We have hypothesized that

safety and price would be the two biggest factors affecting the parent’s purchase

decisions. Given the high number of automobile accidents involving teenagers and

young adults,37 parents will be looking to take as many precautions as possible to

ensure that their child is driving a car that performs well and is safe. Fuel efficiency, as

35 Shimp 2010, 105 36 Shimp 2010, 103 37 Center For Disease Control and Prevention

24

well, will be an important factor in the parents’ decision; a car that gets good gas

mileage will be more eco-friendly, reliable, and have a better overall performance. A

difficulty that might arise when targeting this audience is the fact that parents most

likely already have well-established preferences and biases toward certain makes and

models of cars. College students, as a generalization, have less car experience than

adults and will therefore defer to the advice and relative expertise of their parents

before purchasing a car. Many parents are loyal to American cars, and Dodge may or

may not be included in the majority of these parents’ brand preferences. As noted

above in our focus group results, many students prefer Chevy and/or Ford to Dodge,

and it is possible that these “preferences” come from the preferences of their parents.

VALS:

Makers, like Experiencers, are motivated by self-expression. They express themselves

and experience the world by working on it — building a house, raising children, fixing a

car, or canning vegetables — and have enough skill and energy to carry out their

projects successfully. Makers are practical people who have constructive skills and value

self-sufficiency. They live within a traditional context of family, practical work, and

physical recreation and have little interest in what lies outside that context. Makers are

suspicious of new ideas and large institutions such as big business. They are respectful

of government authority and organized labor, but resentful of government intrusion on

individual rights. They are unimpressed by material possessions other than those with a

25

practical or functional purpose. Because they prefer value to luxury, they buy basic

products.38

Yankelovich:

I am Rock Steady. My motto is “Do the Right Thing”. I think of myself as a positive

individual. I draw energy from my home and family. I’m dedicated to living an

upstanding life and I listen to my own instincts in terms of making thoughtful decisions

in my personal life and in the marketplace.39

Our second secondary market will most likely be comprised of these VALS and

Yankelovich segments, because they are parents who have a well-established and

comfortable life and career, and are focused on providing the best for their children and

finding balance and practicality in their lives.

Marketing Mix

Product The Dodge Dart has the following attributes from which our primary target market, the "Jocks", will derive value:

-MSRP starting at $15,995 -Leasing options -Up to 41 highway miles per gallon -Top rated safety features -Diverse color selection -New powertrains and innovative engine options -Roomy interior* -Easy handling* -High-tech interior features*

38 Shimp 2010, 105 39 Shimp 2010, 103

26

These attributes and features of the Dart represent many important selling

points for Dodge and most, if not all, are features that consumers look for when

considering vehicles for purchase. Product-related features can have a huge impact on

consumer motivation to purchase.40 Despite the fact that we are positioning the Dart

more on an image/symbolic basis, these attributes create benefits that will be seen and

experienced by the consumer. For the "Jocks" we are targeting, this car will serve as a

lifestyle addition and will be a way for them to express their style while still having a

practical and well-functioning car.

5 Product-Related Characteristics that undergird consumers’ attitudes towards our product:41

1) Relative Advantage – We are positioning the Dart as superior to its competitors, and are trying to persuade consumers that it has better fuel economy and safety, cooler features, and a cheaper price than other similar cars. We want our customers to perceive a clear distinction between our car and our competitors’ cars. Our goal is to make these features of the Dart points of difference, not parity.

2) Compatibility – We want our customers to feel that they need (or at least want) the Dart to, in essence, “fill a gap” in their lifestyle and be compatible with their interests and values. Part of our positioning strategy is that we are trying to appeal to consumers’ symbolic needs, part of which entails a desire for a product that fits into their lifestyle and is a form of self-expression.

3) Complexity – Many consumers are reluctant to purchase a product that they feel is too complex or difficult to understand for them. Through our campaign we are displaying the Dart as a sleek car that has practicality and style but is also very user-friendly and a great car for young adults with mostly limited background knowledge on cars.

4) Trialibility—A big part of our campaign (and any car campaign, for that matter) is the test drive. This is one of our most important goals and is one of the primary

40 Shimp 2010, 137 41 Shimp 2010, 64

27

things we are trying to encourage, because if a consumer (on our survey) says they would “agree somewhat” with the statement: “I would want to test drive a Dodge Dart”, there is a 25% chance they would act on that agreement. Additionally, if the customer answered “agree completely”, there would be an 80% chance they would act on that answer and actually test drive the car.

5) Observability – A product that is easily observed and is tangible is a huge factor in consumer decisions. Having the car available for test drives and at dealerships and our Cars on the Quad events will help consumers look at the car and examine its features firsthand to get a better feel of how well the car would suit their needs.

What are people saying about the Dodge Dart?

Edmunds.com: Edmunds reviewed the Dart and liked its spacious cabin, short braking distances,

high-quality interior, and efficient and quick turbo engine. They also said that it had an

excellent electronics interface, had ample safety features, and was overall a strong value.

On the con side, they said it had “pokey acceleration” with the base engine, and the

seats were lumpy and mounted too high.42

Consumer Reports: Consumer Reports liked the Dart’s braking and handling, it was relatively roomy

and quiet, and had overall good fuel economy. On the opposite side, they felt that the

brake pedal was too touchy, the front seat was uncomfortable, and the transmission

was clunky and awkward to shift.43

42 Edmunds 43 Consumer Reports

28

CarAndDriver.com: Car and Driver liked the Dart’s suspension, corner handling, and roomy interior.

They didn’t like the lower torque and slower acceleration and overall speed44.

Price

There are 5 price levels of the Dart, starting with the base at $15,995 for 160-hp,

2.0-liter Tigershark four-cylinder and a six-speed manual, 10 airbags, LED taillights, a CD

player with MP3 hookup and projector headlights. Then you have the SXT, which is

$2,000 more and includes A/C, power door locks, keyless entry, security system and an

upgraded sound system. Level 3 is the Rallye for $18,995 that includes an engine

upgrade to a multi-air turbocharged 1.4-liter engine. The Rallye has a sportier body trim

and a wider selection of interior colors that would be appealing to our primary audience

of the college jock. The Limited edition is next at $19,995 with a leather seat option, fog

lamps, grille shutters and premium accent stitching. And last but not least, the top

model is the Dart R/T starting at $22,495 and includes numerous upgrades including

larger and stronger engine, manual and auto-stick six-speed options, sport suspensions,

heated leather steering wheel and seats, more aggressive and sporty exterior look.45

Promotion Dodge is using television, online, and print advertisements in their campaign for

the 2013 Dodge Dart. These promotions are the car company’s attempts to show off this

newly revamped version of a Dodge classic. The Dart is breaking away from the typical

44 CarAndDriver 45 Autoblog.com

29

Dodge characteristics of the rugged trucks, while still maintaining its roots as an

American car. The Dart is taking a new spin on this car and using Tom Brady to endorse

what lifestyle it represents. Print advertisements of this car are being placed in

magazines popular magazines, like Cosmopolitan, and in newspapers. Some have been

featured on the back covers of U.S.A. Today. Also, the Dart is showing up on banner ads

on YouTube and VEVO. Dodge uses its Facebook and Twitter pages, along with a blog on

their website, to create an interactive environment for its drivers.46

Our agency is going to continue to use the promotional strategy already in

motion by Dodge during this campaign. We find that there is a lot of potential in the

television, online, print, radio advertisements, but we want to target an audience of

future buyers. Our goal: raise Observability.47 Having a clear end for our strategy is

encouraging us to better approach the target market we have determined. The Dodge

Dart is a fun car to drive with many great features and beneficial qualities, but is not

recognized by our ideal customers.

As an agency looking to redirect the campaign already in motion, we plan on

hosting a major event on college campuses in New England to create a relationship with

younger consumers. Our biggest sales promotion will bring the atmosphere of a Dodge

dealership to college campuses’ quads. In addition of the face-to-face interaction with

sales representatives, our agency will concentrate on different types of media that

frequently reach college students. These include television and radio commercials

during popular shows and sporting events, advertisements on Facebook and VEVO, and

46 Dodge.com 47 Shimp 2010, 68

30

print advertisements in publications like Sports Illustrated to increase the number of

times the sporty college students we are targeting are being reached by our campaign.

Distribution Dodge is an American country that was established in 1914 and holds a strong

history in our country. Today, the Chrysler Corporation manufactures these cars and

distributes them in sixty different countries and territories worldwide.48 Although we

are focusing our campaign on New England, the 2013 Dodge Dart is available in our

dealerships all over the United States. All of our dealers have these cars in their

inventory and on their lots.

Objectives49

Marketing Objective Marketing Tool 1. Increase brand awareness Advertising, sales promotion, word of

mouth, point-of-purchase messages, public relations

2. Have more effective advertising Advertising 3. Have the dealership experience be easier for a student to handle

Public Relations, point-of-purchase messages, personal selling

4. Have sales increase by 13% in (New England) by 2013 year end

Advertising, sales promotion, event sponsorship, personal selling

5. Be a top of mind car for the college students in America

Slogan development, advertising, public relations, sales promotion, event sponsorship

6. Become a trusted American brand Sales promotion 7. Highlight the affordable features of the car

Advertising, sales promotion

8. Increase customer loyalty Advertising, sales promotion 9. Increase stickiness of online advertisements

Advertising, sales promotion

10. Convert 60% of test drives into purchases

Sales promotion, point-of-purchase messages, personal selling

48 Dodge 49 Shimp 2010, page 156

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Brand Positioning

We are positioning the Dodge Dart as a sleek, trendy, new car that is a

revitalization of the Dodge brand and a reestablishment of Dodge as a classic American

brand. We are positioning the new Dart to college students because they are a young,

vibrant, and diverse group of the population that is extremely influential in the

American product market. Part of Dodge’s problems in advertising thus far is its lack of

appeal to a younger demographic; it is perceived by many as primarily a maker of

rugged trucks and as a brand more preferred by middle-aged males. The Dodge Dart

has the opportunity to be a car that appeals greatly to a young consumer with its fuel-

efficiency, cheap price, and sleek look, and our advertising campaign will take advantage

of such an opportunity. In addition to positioning the Dart with respect to our

consumers, we also will position it against our competing brands and car models. Since

Chevy and Ford are also well-established American brands that have a large number of

loyal consumers, we are positioning the Dart as distinctive from its competitors by

emphasizing its superior fuel economy, lower price, and cooler look. Ford and Chevy

have come out with the new Fusion and Sonic, respectively, but we feel that these cars

are still not properly positioned to appeal to college students (and a demographic of this

age in general), which is an opportunity that we will seize in order to establish the Dart

as a young, fresh, new car that is perfectly suited to a college student’s preferences

while still remaining an car made by a “classic” American brand. One of our goals is to

make college students able to recognize a Dodge Dart on the street and be more

32

inclined to purchase it and influence their friends to purchase it as well. Another goal is

to make the Dart a car that a student with an active, dynamic lifestyle can feel cool in

and have their car-based needs satisfied.

Currently, the Dart lacks a significant competitive advantage50 which would set

it apart significantly from its competitors. We believe the Dart is currently is the

“Promote Competitors” category of the possible positioning outcomes.51 It does not fit

into the “Loser” category because it does not completely lack desirable features, nor do

consumers find themselves totally unmotivated to purchase it.52 We feel that it does,

however, promote its competitors through its current promotions. When thinking of a

low-cost, stylish, American-made car, many consumers would first think of Chevy or

Ford, and even when viewing a Dodge advertisement might not realize it’s for a Dodge.

Chevy and Ford are so established as the classic American car brands that it has been

difficult for Dodge to establish itself as a market leader.

We are marketing the Dart to appeal to consumers’ symbolic needs rather than

their functional or experiential needs.53 Keeping our primary target market in mind, we

believe that the Dart would best be positioned as being a part of the consumer’s

lifestyle, rather than just serving a consumption-based, functional need. There are no

defining physical or technological characteristics (currently) of the Dart that set it apart

significantly from the industry, but its style and personality could make it an ideal

addition to consumers’ lifestyles. Additionally, we have placed the Dart at about the

50 Shimp 2010, 132 51 Shimp 2010, 132 52 Shimp 2010, 132 53 Shimp 2010, 134

33

75% mark on scale between the Consumer Processing Model and the Hedonic

Experiential Model54 because it is trying to be a fun and cool car while still remaining

practical and usable. The “fun, feeling, and fantasy” aspect of the Hedonic Experiential

Model is what college kids embody, and through our campaign we can connect those

elements with the Dart.

MECCAS Model55

1) Creative Strategy and Leverage Point

Our target market values such car attributes as fuel economy, safety, sleekness,

low prices, and lifestyle compatibility. Our advertisements will appeal to both

our primary and secondary target markets, emphasizing multiple features of the

Dart that are favored by our different target markets. Our leverage point is that

the Dart is cooler, more fuel-efficient, and cheaper than its competitors without

sacrificing quality for any of these features. The “driving force” behind our

advertising campaign is our belief that the Dart will be able to fit into consumers’

lifestyles and become something they can use to express themselves while still

remaining a practical vehicle.

2) Brand Attributes

As mentioned above, the brand attributes that we are primarily emphasizing are:

fuel efficiency, a sleek look, safety, and a low price. We feel that these attributes

can help set the Dart apart from similar cars by competitors such as Chevy and

Ford. These attributes will allow the user to achieve the benefits of owning and

driving a Dart, listed below.

3) Brand Consequences

The “consequences” (in this case, “benefits”) of driving a Dart that we are

conveying to our consumers are that it will offer greater gas mileage and fuel

economy than other similar cars, has a sleeker and cooler look, and will cost 54 Shimp 2010, 140 55 Shimp 2010, 230

34

them less to purchase or to lease, which is a recently offered option by Dodge

that we feel will be a key selling point for many consumers. Our advertising

campaign will stress these benefits and both explicitly and implicitly convey

them to consumers.

4) Value Orientation

The value the customer receives from the Dart comes from the enjoyment of

and the actuality of the benefits we present to them. Value can only be

appreciated if the benefits (both tangible and intangible) live up to the

consumer’s expectations, which are affected and formed in part by our

advertisements. Consumer satisfaction depends heavily on the product living up

to their expectations of they value they will receive from owning and using it.

Means- End Chain56

([Attributes] [Consequences]) {Values} (Means) {End} The primary attributes of the Dart that we are emphasizing to consumers are:

fuel efficiency, affordability, safety, sleekness, and lifestyle compatibility. There are

many additional tangible attributes of the car such as interior design and technology

elements, for instance, but our key selling points are the primary attributes mentioned

above (minus ‘lifestyle compatibility’ because it is an intangible attribute).

These attributes result in ‘consequences’, or ‘benefits’ that the consumer will

receive when he or she purchases the Dart. These would be things such as: low cost,

better gas mileage, and a cool style that fits into one’s lifestyle. Attributes are the

qualities of the product that we are selling, and benefits are the aspects of the

56 Shimp 2010, 228

35

attributes that appeal to consumer needs.57 Since we are appealing primarily to

consumers’ symbolic needs, we are emphasizing the lifestyle compatibility and

“coolness” of the Dart. We are also appealing to consumers’ functional needs by

showing them the benefits of having an affordable, safe, fuel efficient car.

The value consumers derive from enjoyment of the benefits of owning the Dart

is a crucial part to our campaign, and an ultimate goal of any campaign is to maximize

customer value. The attributes and benefits will help the customer realize value from

the product they now own. There are three ways that companies can add value to their

product: 1) Innovating, 2) Improving quality, and 3) altering consumer perceptions.58

Through our campaign we are attempting to show consumers that Dodge has done all

three. The Dart has new engine technology and gets more miles per gallon, it is sleeker

and cooler-looking than the previous Dart and also Dodge cars in general, and Dodge is

trying to re-establish itself as a classic American brand that makes stylish and practical

cars that consumers will want to buy.

Media Choices

Social Media Facebook: There are currently 37,008,640 people aged 21-22 in the United States using

Facebook59, so it is the ideal vehicle for us to advertise to college seniors. The Facebook

page will have an option to “like” the page in order to become a “fan” of the Dodge Dart

57 Shimp 2010, 134 58 Shimp 2010, 190 59Facebook

36

and be able to see all that the page has to offer. The profile picture will be a simple,

recognizable picture of the Dart, while the cover photos will be different Dart

advertisements or appealing photos of the car. There will be a photo/video gallery

where Facebook users can look at advertisements, promotional videos, and photos from

various Tent Events and ‘Cars on the Quad’ events at college campuses. We will update

statuses regularly to alert our Facebook fans of contests (such as one for fan-made Dart

advertisements), giveaways (apparel, key chains), sweepstakes, and promotional events

(tent events, ‘Cars on the Quad’), and do status “like”-based giveaways of promotional

items. There will be opportunities for users to post comments and questions on the

Dart page and interact with other users about their Dart experiences. In the Maps

section of the Facebook page, we will show which colleges we have visited for our Cars

on the Quad series, and users will be able to see where we’ve been and where we’re

headed next.

Twitter:

The Twitter account for the Dart will have the same profile picture as the

Facebook page, to keep it consistent and easily recognizable. The picture background of

the Twitter profile will be similar to the cover photo on the Facebook page, and will be

either advertisements or catchy photos of the Dart. We will tweet frequently but no so

frequently as to clog our followers’ newsfeeds and our tweets will be similar to our

Facebook statuses but will allow for more interaction between us and our

followers. We will encourage users to tweet at us and include “#DodgeDart” in tweets

in order to participate in contests or giveaways, and to help spread the word about their

37

experiences with the Dart or their desire to own one. We will also be mindful of current

topics that are trending and being promoted so we, too, can hashtag those topics and

appear on users’ trending feeds. When Twitter users include “#DodgeDart” or

“#Dodge” or “#Dart” we will be able to track those and see which users are tweeting

about us and what their demographic is.

Digital Media YouTube

We will continue making ads like Dodge is doing now for the Dart on our

YouTube channel, and will make promotional videos test drives and under-the-hood

looks at the Dart. We will also post our television advertisements as videos on

YouTube. Furthermore, we will create banner ads and “pop-up” ads to come up during

different YouTube videos, and will utilize VEVO to advertise further. Our rationale

behind this is that YouTube users used to get frustrated when ads would come up

preventing them from watching a video immediately, but ads are so common now that

it is often more of a surprise when an advertisement is not played before a video. We

feel that this is an ideal time to advertise on videos that will be most likely watched by

our target market.

Traditional Media Television We will place the Dart in the upcoming comedy movie called ‘The Delivery Man’,

which features popular actor Vince Vaughan and is due to come out on October 4th,

2013. We feel that having the Dart in this movie will increase awareness about the car

and promote positive attitudes towards our brand. We will also air a 30-second

38

television advertisement on ESPN, which will be viewed more during the fall season due

to an increased football viewership. We would be looking for a steady increase in views

and impressions between October and December; on the 3rd week of each month we

will be looking to air it 60 times, and on the 4th week we want to air it 120 times. The

first two weeks of the month will have no ads played. Our rationale behind this pulsing

strategy60 is that there are holidays in the last week of each of those months so both

viewership and the likelihood of impressions will increase.

Magazine While our main focus will be on Facebook and Twitter, another important media

vehicle that we will utilize is the magazine. We plan to place a print ad in the popular

magazine Sports Illustrated to hit our target market of the young consumer who is

interested in athletics and pop culture. While magazine ads may not be looked at as

much as ads on social media sites, they do have a high pass-along rate and the ads have

a longer life61. The circulation rate for magazines is 842,000 (shown in our budget) so

this will allow for a large number of impressions from our magazine advertisement.

Radio Radio will be a useful tool to help spread the word about the Dart and raise

consumer top-of-mind awareness. We will mostly focus on college radio stations, and

also advertise on the online radio site Pandora. Pandora has been gaining significant

popularity recently, especially among college students, and will be an extremely useful

place to advertise due to the fact that the advertisements there have both audio and

60 Shimp 2010, 334 61 Shimp 2010, 366

39

visual components. From speaking with representatives from various college radio

stations, we found that many of them are not-for-profit and only do underwriting

(paying for value-neutral mentions on air by the DJ and advertising on the station’s

website) instead of on-air advertisements. We feel that this would still be a good way to

get the word out to college students about the Dart and about our ‘Cars on the Quad’

events.

Newspaper

Despite the popularity of online news and the decreasing number of print

newspapers, we will still create a print advertisement to put in USA Today. We chose

this newspaper because it is a well-known and well-read newspaper whose rates are

actually fairly cheap62. We will also advertise much more heavily in college newspapers;

ad space will be considerably cheaper and we will have the ability to alter our ads to

appeal to the students (and target students) in each college. Although college

newspapers are not read as much as regular national newspapers, for the price it would

still help spread the word about our campaign.

Semiotic Perspective

By definition, the semiotic perspective is: “the study of signs and meanings and

the analysis of meaning producing events”. Meaning is determined by both the method

62 USA Today

40

and effectiveness of communication and also the background and values of the

consumer. It is a constructive process; meaning is not forced upon customers.63

For our campaign, we are communicating that the Dart offers a certain amount

of value to our consumers. They will partake in the process of realizing value from our

product and connect the benefits we offer to their own needs and values. Our primary

target market values such things as style, excitement, experience, and socialization. Our

first secondary target market values such things as practicality, success, and purpose.

Our second secondary target market values such things as commitment, hard work, and

frugality. Each of these markets will consider their values and needs (whether

consciously or unconsciously) when viewing our advertisements and being exposed to

our communication efforts, and will (hopefully) connect those values and needs to the

benefits offered by Dodge and, more specifically, the Dart.

Media Plan What is Dodge’s current campaign for the Dart?64

Dodge's current marketing campaign is still in its early stages but there are some

positives that we plan to embrace and develop even further. The first television

advertisement called "How to Change Cars Forever" is a minute and a half long, debuted

in July 2012, and has 1,445,050 views on YouTube, with 4,230 likes and only 120

dislikes. They launched another ad on September 5th that was 30 seconds long (titled

"How to Make the Most Hi-Tech Car") and is in conjunction with the original ad. The ad

63 Shimp 2010, 128 64 PR Newswire

41

has been played on NBC, Fox, and CBS during football games. Their advertisements

contain humorous narration and a catchy soundtrack and take the viewer through an

embellished process of creating the Dart. However, their current approach is very

widespread and broadly focused, so they might not be reaching as specific of a target

market as they would like.

They also have come out with print advertisements, the taglines of which are:

"We Didn't Tweak Last Year's. We Invented This Year's" and "Designed in Michigan.

Built in Illinois. Driven in America". It is evident that Dodge is trying to emphasize the

revival of the Dart and also trying to reestablish the company as a truly American

one. In our campaign we will use some of their current ideas but will engage in more

product development in order to make it even more sporty and patriotic. Dodge is

trying to position the Dart towards a younger audience, but we feel that we would be

able to market it to college students specifically. Despite the attractiveness and

youthfulness of their ads, they still might only be reaching an older audience who is

familiar with the old Dart and possibly already has well-established car brand

preferences.65

Tom Brady is featured as a spokesperson in the ad, which might make the Dart

more appealing to a younger demographic interested in sports. However, his

appearance in the ad is so brief that it would be easy to miss if a consumer was not

paying attention. Furthermore, it is unclear the purpose of having him as an endorser

because he is in it so briefly and not dressed in football attire. The following is the

65 PR Newswire

42

TEARS model that is used to analyze the potential success of a spokesperson or celebrity

endorser66. Using Tom Brady as an example, this represents what we will be taking into

consideration when looking at future celebrity endorsers.

Trustworthiness – If a sports celebrity is found out to be unfaithful in marriage,

for example, or dishonest in matters on or off the field, that can tarnish their

reputation and, consequently, the reputation of the brand or product they’re

endorsing.

Expertise – Tom could certainly be considered an “expert” in football, but it is

unclear how experienced he is with cars and how much credibility he would give

to the Dart.

Attractiveness – He is considered by many to be physically attractive and athletic.

This helps to win fan (or consumer) support even if they know nothing about him.

Respect – Many respect Tom for his numerous awards and championships won,

but if any consumer holds him in disfavor for any reason they will probably be

less likely to purchase the Dart.

Similarity – While many celebrities try to display themselves as average humans

who might not be any different from a normal consumer, it is often difficult to

connect with someone who is famous or of a different social class.67

Optimizing our Media Our agency utilizes multiple forms of mass media to reach the desired audience

for the Dodge Dart. Television, magazines, newspapers, and radio are the keys to

gaining perspective buyers. In order to obtain our goal of how many cars we sell by the

end of the campaign we need to make ten impressions every four weeks to our

66 Shimp 2010, 252 67 Shimp 2010, 252

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potential customers. By utilizing the branches of media we have chosen wisely, we will

have the most optimal plan possible.

As we stated above, we have chosen popular forms of media for our advertising.

But, in addition to choices like 30-second television ads or radio commercials we are

going to budget our money for online outlets of the traditional avenues of media.

For television, we intend on airing commercials on channels that are popular

among our primary and secondary target markets. We believe sporting events on ESPN

and Sports Center will be key times for our Dart advertisements to hit college students

and young adults fresh out of college. In addition to those, we are going to place the

Dodge Dart in movies coming out over the next year. Featuring the 2013 Dodge Dart in

an upcoming Vince Vaughn movie will be seen by a lot of our desired audience. Adding

him to our campaign will be a good addition to our celebrity endorsers. Vince Vaughn’s

popularity in the movie scene will guarantee major exposure in cinemas with his movies

like “Wedding Crashers” making $33,900,720.00 in the United States on its opening

weekend in 2005.68 And, his more recent movies, “The Dilemma” reaching $17,816,230

in its opening weekend in January 2011.69 Aside from Vaughn’s popularity, he is also

known for being a large man, six foot five inches, and is a perfect candidate to advertise

the spacious front seats in the Dodge Dart. This is a small detail that we hope to gear

towards large athletes, like football players.

Our print advertisements, in magazines and newspapers, are two areas that we

are adapting for college life. As of now, the Dart campaign has ads in hard-copies of

68 IMDb Wedding Crashers 69 IMDb The Dilemma

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magazines and newspapers we are beginning to focus on online versions of popular

magazines and newspapers. We will continue to advertise in USA Today and Sports

Illustrated but also make sure that we place ads on their online options too. We will also

place more advertisements in college newspapers. College students pay more attention

to their direct environment and being in their weekly newspaper will help to optimize

the Dart’s presence.

Although reviews are not exactly defined as print ads, we still plan on optimizing

our advertising with reviews on car sites and similar online tools like J.D. Power. This will

be another important way to reach the parents of the college students we are targeting.

Informing the people who will have the most influence on the purchasing of students’

first cars is crucial for our campaign. Reviews are an excellent way to spread information

and opinions about the Dodge Dart. They give good and bad impressions, which are

valuable for perspective buyers to consider while they research cars.

Radio advertisement is our last major means to reach the desired perspective

consumers of the Dart. Even though radio is becoming a less popular form of

entertainment and use for acquiring important information, it still reaches about 93% or

all people age 12 or older in the United States. 70 We are going to place advertisements

on stations playing the “Top 40” in the regions by our targeted colleges. Along with

commercials on college radio stations, usually run by college students. The third way we

intend to optimize our radio advertisements is placing commercials on Pandora stations

70 Shimp 2010, 374

45

and VEVO videos. These two sites have a lot of traffic for online listening and fairly

popular across college campuses.

The Dart campaign for 2013 is going to run from early May to December. Our

media choices will concentrate our advertisements around what we believe are key

times to reach our potential customers with this American car. Television and radio

commercials will be frequent around holidays like Memorial Day, Independence Day,

Columbus Day, Labor Day, and Thanksgiving. Also, in May, we will advertise more

heavily to appeal to perspective buyers graduating from college, and their parents who

are included in our target audience.

What are we going to do at point of purchase?

We want to create incentives beginning with our advertising and campaigning,

all the way to the point of purchase. Rewarding our customers will leave a lasting

impression on them about the brand. With the interest of creating excitement about

buying the Dodge Dart, dealers are going to have offers at test drives for students and

other promotions for all purchasers of these cars.

The car searching experience is going to be simplified and extra helpful at each

dealership. The goal being, we want to create loyal customers and part of this is

dependent on the relationship and level of comfort the customers feel with the

salespeople they work with. When students show up for a test drive after their campus

tent event, they will receive a $60 gas card. This incentive is to build the relationship

that Dodge is a great American brand and is loyal to those who are interested in their

cars.

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During our campaign, which is running from May 2013 through December 2013,

when someone buys a Dodge Dart they can enter for a chance to win a prize provided

by Dodge. After the customer buys the Dart, they can submit a picture of them driving

off the lot and enter to win four Super Bowl tickets (proof of purchase necessary).

Dodge will also provide rebates for the Dodge Darts bought during our campaign. Upon

proof of purchase, mail-in rebates can be collected with cash back up to $5,000.

These point-of-purchase incentives are our plan to get more people motivated

to get down to the dealerships. Also, by entering into a contest to win Superbowl tickets,

we can direct customer’s attention to our Facebook, Twitter, and Dodge website to see

the results of the contest.

Dart Advertising

Our approach to creating these ads was to focus on positioning in the consumers

mind using the Hedonic, Experimental Model71 because we are looking to trigger a cool

and fun emotional response. The more we play on the college kids energetic emotions,

the better the chances that they will remember the ad and the brand. Our “Jock”

primary audience has a masculine, competitive, and hyperactive lifestyle and by tapping

into that with pictorial content will be able to encouraging effective impressions and

increase recall. We really do not want to bring competition into Dart advertising

because the compact car industry is highly saturated with cars that offer many of the

same benefits and the Dart does not offer enough points of significant difference that

comparing attributes will encourage more test drives. Our advertising objective is to

71 Shimp 2010, 140

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increase recognition on the Dart in everyday life and in the streets so that when a Dart

drives by, you will know what brand the car was. This will boost the mere exposures

effects and boost the Dodge brand name in the eyes of a student looking for the “in”

thing. In using humor, masculinity, and Dart imagery we hope to reflect a value

proposition for the college jock as the car that you can stay cool in and can help your life

as an active athlete.

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Digital Media Dart Logo:

Current:

Logo Development:

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We really like the advertising Dodge has been able to accomplish thus far with

the Dart. They are spreading out their media and yet being able to maintain their same brand identity including this logo. We believe however, you need to refresh the logo and image in order to maintain market interest. These three new logos maintain the integrity of the current logo but develop the brands patriotism. When evaluating the Dodge customer, most of their brands aim at markets looking for a car that can enhance their rugged and active lifestyle. These people generally live in less urban places and are more patriotic. Tapping into that could boost peoples pride in the brand and take more interest in exploring what they have to offer. Newspaper Ad: Full page

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Newspaper Ad: Third page

These ads will stand out in USA Today because more ads do not have the solid background and this one will draw attention to the reader asking questions about the new Dart and in what ways it has changed since they were younger.

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Flash Banner Ads

This is a flash banner series that once gain draws people in with imagery and patriotism. The final slide taps into that fantasy aspect as the cars drives off into the distance. This picture comes from the original Spring 12’ commercial introducing the Dart. We do not want to entirely reinvent the image and message of the Dart because what Dodge has invested is strong, we are looking to help with the brand development and further tap into the strong areas of the advertising message.

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Facebook: Dart Profile

Cars on the Quad: College Event Announcement Flyer

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Cars on the Quad: Tall posters for the tent

Our object here is to increase signage around the campus and create interest

and inspire questions about the Dart. The red was a strong color for Dodge to advertise with from the beginning because it naturally gives a sportier feel than that of a gold or silver car. The red also stands out best against a black backdrop and makes red details like that in the Dart logo stand out more.

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Cars on the Quad: Accessories Salesmen Outfit: Reebok Athletic Gear

Here we want to have Reebok donate and brand their gear with Dart imagery

Competitive Analysis handout

Having handouts at the tent events that compares the Dart with the other compact cars typically popular amongst the college age group will be clutch because the students can see how the Dart matches up against their car or the cars they are most familiar with.

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Bumper Stickers

Bumper stickers are just another cheap way to increase Dart imagery and recognition. Students will put stickers on binders, books, computers, and phones. The more the Dart car is seen, the more people will be able to identify the car and that is our primary objective. Note Pads

Once again, students use post-its, note pads, and stationary all the time to keep track of the work they have to do. Many politicians take advantage of this signage opportunity, but Dodge could print a couple thousand of these and generate more familiarity of the Dart brand.

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TV Commercial

Furthering this sporty, funny, and energetic theme, we have put a concept for a commercial together where the Dart is the All-Star athlete. Concept: A Dart car in all different sporting events making the winning play, celebrating, and finishing at the tailgate with fans raising a drink to the Dart Tag Line: “Your Dart can take you places” 1: The Dart is speeding down the football sideline passing defenders 2: Tom Brady throwing deep 3: The pass landing in the sun roof as it opens and the Dart scores a touchdown and defenders run into the Dart and fall down 4: The mega college fans go crazy

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Next scenario shown: 5:The Dart is the goalie in a PK shoot-out and stops the incoming shot by backing up and popping the trunk 6: Next we see the “celley” starting with the Dart doing a wheelie around the football end zone (Not realistic but catchy and funny) 7: The soccer “celley” is the team dog piling on top of the Dart in the soccer net

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The end of the commercial is at a tailgate with the fans surrounding the Dart that has not only won the game for the fans but has also brought the party 8: The fans enjoying themselves with drinks around the Dart 9: The fans raising a cup to the Dart 10: And then it shows the Dart static ad that is very plain with the red car and redness in the logo popping 11: The final slide is the static ad with the addition of audio asking “Where has your Dart taken you?”

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Public Relations Media Partner with Reebok

The Dodge Dart is going to partner with Reebok in our college tour campaign.

Being associated with a sports brand will help attract more athletic customers in their

early twenties to the Dodge Dart. With assistance from Reebok, we can co-sponsor

events and give-away athletic apparel and Reebok accessories, including hats, bags, and

socks. Collaborating with Reebok will also give us more outlets to advertise in. Their

presence at our on-campus events will attract students because of their familiarity with

the products.

Tweets

“Check out the 2013 Dodge Dart on your campus. Free consultations and give-aways!” #WherehasyourDarttakenyou #Reebok #DodgeDart

“Hey @UMass! Want to see our Dodge Dart decked out in moron and white? Stop by your local dealer and test drive it!”

Facebook

“Like” the new 2013 Dodge Dart on Facebook today and see how this car is nothing like the original Dart…new and improved! Welcome to the future of cars.

“Post” Stop by our tent event on your college campus! Take a virtual test drive and meet salespeople that can answer any questions have about buying your first car after college! Plus, pick up some free stuff from Dodge and Reebok!

About Description- Sleek and trendy with the same American pride and history as always. The new Dodge Dart is reviving the traditional model for this day and age.

Instagram

Picture 1: Dodge Dart at a tailgate next to other Dodge trucks, show size of trunk space. Caption: “See you at the game, Dodge Dart”

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Picture 2: Dodge Dart inside – advertise high-tech options

Picture 3: Dodge Dart in green/field-like setting. Caption: “Dodge Dart goes green. Where did your Dodge Dart take you today?”

Press Release

HOLD FOR RELEASE UNTIL OCTOBER 1, 2013: Dodge Dart visits colleges for tent event Amherst, Massachusetts- Tuesday, October 1, 2013 - This month, six college campuses will be asked, “Where has your Dart taken you?” The Dodge Dart campaign is reaching out to UMASS students as perspective customers following graduation. On Saturday, October 19, 2013, from noon to four o’clock PM, the Southwest parking lot will host a tent event featuring the 2013 Dodge Dart. A maroon and white UMASS pride Dart will be on display to draw attention to this car show. College students, like the UMASS population, are ideal customers for the small car market. This show is taking place to advertise everything the Dart has to offer and educate students on how to buy a car. The salespeople from the local Dodge dealership encourage anyone interested in buying any car in the next couple of years to stop by. “It is an excellent experience to learn about car buying. It should be a fun event also,” said the owner of the Brown Motors dealership in Greenfield, MA. Dodge and Reebok are throwing this event and have multiple free give-aways to those who attend. Contact: Joseph Johnson Chrysler Group LLC. 555-555-5555 jjohnson@dodge.com END

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Newspaper

The 2013 Dodge Dart is all about innovation. Out with the old and in with the new! This car is suitable for any young adult to drive and be proud to be seen in it. It provides features that are ideal for students graduating college in 2013. This Dodge Dart costs $15,995, is fuel efficient, and spacious inside. This is a practical automobile and it looks great.

Local Dodge dealers will be visiting college campuses to show off this great car. Stop by the tent event and learn about the car and how to go about buying a car. It is a great chance to gain some experience about what to expect at a car dealership. You will also get to check out the Dodge Dart in your school’s colors. Reebok and Dodge will be giving out lots of free stuff at the event.

Stop by this Saturday on the quad between 1:00 and 5:00 pm. Everyone is welcome to stop by and check it out. Legal Dodge is a registered trademark of Chrysler Group LLC R/T model shown with optional features available 1st QTR 2013 *Based on Ward's upper small sedan's costing under $25,000. Analog tachometer and full gauges. Dodge is a registered trademark of Chrysler Group LLC.72

Radio Ad Script

“Where did your Dodge Dart take you today? Pack your buddies and your stuff into the newest Dodge Dart. There is plenty of space in this small car and it can take you places. You’ve got the most high-tech car on the roads that can handle a rugged drive. Try a test drive today and enter to win tickets to the Superbowl…that’s where your Dodge Dart can take you.”

Text Blast

“The 2013 Dodge Dart is this year’s most high-tech car. This little car has brains and brawn. Enter to win Superbowl tickets when you stop by to test drive!”

Twitter Profile

72 Cosmopolitan print advertisement

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We will keep the @Dodge Twitter profile and collaborate with them to advertise tweets

for our campaign. If necessary, we will allocate a minimal fee for these tweets, but we

do not intend on spending a lot of money on this avenue.

College Promotions

Stop by the event and get free stuff from Reebok and Dodge (pens, mugs, shirts, hats, etc.)

If you stop by the local dealer and test drive (show your school id) and receive a $100 gas card. Also, enter to win four Superbowl tickets.

Stop by the event and mention the Dodge Dart in any tweet/Facebook post/Instagram picture you get a free warm-up jacket from Reebok

Enter a picture of you driving off the lot after purchase and enter to win up to $5,000 rebate on your 2013 Dodge Dart (proof of purchase required)

Email Blast

We will get the mailing list for all current students’ parents and send a post card

asking “Where can the Dodge Dart take your son/daughter today?” This will include

details of when the campus tent events are taking place and invite them. It will also ask

them to fill out where, as a parent, they hope to see their kid go (may be geographically,

intellectually, or whatever they want to interpret it as) and we will use those postcards

in our campaign on our Dodge website/facebook page with the intention of directing

more traffic to the page as parents and their children look for their postcards.

The cost-per-thousand is more expensive than other forms of media, but it will

encourage interaction between potential customers and Dodge. We believe it will have

a stronger influence to get people to our sites than magazine print ads. This will help

gain popularity and awareness about the Dart and encourage test drives.

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Facebook Sidebar Ad

Moving ad (more expensive) or just picture of different Dodge Darts in school colors. Caption – “For America’s best and brightest”

Celebrity Endorser

Tom Brady stays. Dodge already has him in their campaign and he is a good connection with the NFL and he is a popular/recognizable.

Vince Vaughn will join our campaign as another celebrity endorser in his upcoming movie (October 2014). He is a popular comedian and actor and is recognizable by most college students.

Budget

The budget we estimate we have to work with "The top 50 companies have less than 15% market share."73

“Last month [October 2012] we also further demonstrated our disciplined approach to sales growth by posting a Q3 2012 operating profit of $706 million, an increase of 46 percent over Q3 2011,” -Reid Bigland, President and CEO – Dodge Brand and Head of U.S. Sales74

Sales of the Dart were up 4 percent in October compared with the previous month of September75

Chrysler’s saw sales of its highly-promoted Dodge Dart increase to 5,235 units in September, a 72 percent uptick from its first full-month of sales in August76

If September saw 5,200 cars sold, and it went up by %4 in October, 5,400 cars were sold in October

73 Franchise Direct 74 The Examiner 75 The Examiner 76 Michigan Live

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How many of the 5,400 Dart's bought were college kids?

Estimating, on high end, %15 or 810 cars

Chevy's budget is 85 million (DeFanti in class) so our bench mark should be 1/5 of Chevy's budget = 17 million

Marcom budgeting = optimizing profits

Gross Margin = Sales - Cost of Goods Sold

### car x #### standard price= ### sales x ##% gross margin= ### profit

(810 cars) x ($15,995 MSRP) = (%15 Gross Margin) x ( ## Sales) = ($12,955,950 Profit)

Sales = 1,943,392.5 cars We want to sell 5,000 cars per month= 60,000 in a year Therefore, we would need 180,000 test drives

How much do our ideas cost? Magazine Sports Illustrated 842,000 = avg net paid

circulation full page- b&W $62,542 full Page- Color $94,669 half page- B&W $31,291 half page- Color $47, 335 Newspaper USA Today Total readership= 5.3

million nationally- avg daily circulation 1.8 million

Full Page- b&w 125,600 Full page- color 199,000 1/3 page- b&w 63,100 1/3 page- color 100,100 College Papers Full Page 600

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Half Page 550 Television Production Cost $350,000 ESPN :30 second 31,551 :15 second 15,750 Movie The Delivery Man Radio College Radio $30 3pm-12pm Most colleges are

not for profit advertisers- possible underwriting opportunity with value neutral announcements

Pandora $800-900 30 sec avg internet radio ad price

Internet Kinetic Social Already have KIA

and VW as clients- already integrated in our desired market and armed with data

VEVO Facebook Twitter- Paid Tweet College Tent Event Handouts $3,000 Memo pads, key

chains, pens, etc. Warm up gear 0 We hope to have

Reebok sponsor our tent events and in turn for giving us

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gear for the Salesmen to wear, they can throw their branding into the event as they want

Dart Cars (10 cars for 10 colleges)

$200,000 The marginal cost to build a $20,000 car is nothing, usually companies make the return on the financial plans with high interest rates

Custom Paint Job (1,000 cars)

$10,000

Salesmen Tent with Dodge

branding $1,000

Media Schedule Calendar Campaign: May 2013- December 2013 May:

- Weeks 1 and 2: radio and print ads. Pandora, Sports Illustrated and U.S.A. Today

- Weekends 2, 3, and 4 (Memorial Day): television commercial (ESPN) - All month: Facebook posts, Tweets, post reviews, Instagram

June

- Week four: run print ads, radio ads. Sports Illustrated and U.S.A Today. American car commercial

- All month: Facebook posts, Tweets, post reviews, Instagram July

- Week one (Independence Day): American car commercials, print ads, radio ads. - All month: Facebook posts, Tweets, post reviews, Instagram

August

- All month: Facebook posts, Tweets, post reviews, Instagram - Release YouTube video

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September

- Labor Day: American car commercials. Print ads - All month: Facebook posts, Tweets, post reviews, Instagram - Football season begins: television commercials weekly

October

- Columbus Day: Television, radio, print ads October 4, 2013- Vince Vaughn movie, TV commercials during

football games and on ESPN, Pandora, school radio stations, online newspapers/magazines, school newspapers

- Saturday, Oct. 19th, 2013 UMASS Amherst tent event. (Noon - 4:30 pm for all) - Sunday, Oct 20th, 2013 UV - Saturday, Oct 26th, U of Maine - Sunday, Oct. 27th, 2013 UNH

November - Saturday, Nov. 2nd, 2013 URI - Sunday, Nov. 3rd, 2013 UCONN - Thanksgiving deals - All month: Facebook posts, Tweets, post reviews, Instagram

TV commercials during football and on ESPN December

- Christmas/New Years deals: Print ads.

May. Jun. Jul. Aug. Sep. Oct. Nov. Dec.

Facebook

Twitter

Instagram

YouTube

Radio

Cars on the Qaud

'The Delivery Man'

TV ads

Magazine

Newspaper (Colored boxes represent when the media will occur).

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Public Relations Strategy

Arete’s public relations are focused creating a relationship between Dodge and

its customers. Our goal is to be proactive in influencing the way existing and potential

customers view the Dodge Dart. We intend to incorporate personal selling, promotions,

public relations, and advertisements in a mix that will utilize each of these avenues

efficiently. In addition to traditional advertising, we will rely on marketing-oriented

public relations77 in our campaign. This will give the Dodge Dart more credibility among

our target audience because we will not be solely relying on the typical car commercials

or print advertisement. Interaction between the company and its customers will

generate buzz by relying on opinion leaders78 and help spread awareness about the

Dodge Dart to young adults.

In addition to advertising in popular magazines like Sports Illustrated, the Dodge

Dart is going to be featured in college newspapers like The Daily Campus (the University

of Connecticut’s school paper) and other campus newspapers. These featured articles

will appear in the sections advertising upcoming events on campus. Or covering the

event after it happened in a recap to share the success of the event and participants’

reactions. We will also feature advertisements on campus radios. These stations are

largely broadcasted on campus by the students. These disk-jockies will be good opinion

leaders by announcing interesting facts about the Dodge Dart and emceeing at the on-

campus events.

Cars on the Quad event 77 Shimp 2010, 537 78 Shimp. 2010, 548

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Our target market consists of six large colleges in New England. The largest

portion of the Dodge Dart campaign will be a series of visit to these college campuses

and hosting car shows that are co-sponsored by the Dodge Dart and Reebok. We will

tour these schools in the fall of 2013 and set up a tent event to help advertise and draw

attention to the Dodge Dart. Local dealers from around the school will be present to

answer any question that students and their families have about the Dodge Dart and

about how to buy a car.

There will be brochures full of information about the Dodge Dart and about the

process of buying a car for the first time. This is an educational experience that will give

the students that attend an advantage of what to expect when buying their first car.

Large screens will project Dodge Dart commercials and other advertisements. They will

also display the post-cards (from our p-mail strategy) sent in by parents of the students

at the school telling everyone where the parents of these potential drivers see their

child going.

We will also be handing out free stuff to entice the crowd and encourage them

to sign up for a test drive. There will be pens, mugs, shirts, hats, and other free

giveaways for those who attend this car show. If those in attendance mention the

Dodge Dart in any tweet, facebook post, or instagram picture they will receive a free

Reebok warm-up jacket. When a student signs up for the test drive at this event they

can choose when they want to visit the dealer. If the students actually follow-up and go

to the dealership for their test drive they will receive a $60 gas card and have the

chance to enter to win four Super Bowl tickets.

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The tent event is going to be an excellent source of personal selling for the

salespeople from the local dealerships. They will be able to provide information about

the Dodge Dart and encourage students to visit them at the dealership. The main goal of

these car shows on the quads or in parking lots of the campuses is to make the car

buying process less intimidating to first time buyers. Students will be encouraged to sign

up for test drives after the salespeople have a chance to talk up all the things the Dart

has to offer. They will also be a familiar face at the dealership to be a resource, and

almost mentor in the process.

Our college visits will give us a chance to use word-of-mouth79 strategies to gain

observability80 on these campuses. Each school will have a customized Dart in their

school colors featured at the event and displayed in the local dealership after. With the

tweets and Facebook statuses, more traffic will be led to our page and viewers will be

more likely to pay attention to the brand. Having the quad or parking lot displaying

multiple Dodge Darts will leave a lasting impression in students’ minds about the car

and what it stands for.

This tent event is an opportunity to get out and grab consumers’ attention, as

opposed to advertise and hope they pay attention to a catchy advertisement. Aside

from meeting with salespeople to learn more about the car buying process, prospective

customers are going to learn about the car inside and out. They can get in and test out

how spacious the car actually is, and they will see all the high-tech features this model

has to offer.

79 Shimp. 2010, 546 80 Shimp. 2010, 68

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Locations: We are going to place this tent event on a part of each campus that is

popular and has a steady flow of traffic regularly.

• University of Massachusetts Amherst: Location- Parking lot of the Southwest lot

next to the Southwest residential building. Saturday, October 19, 2013. Noon-

4:30 pm.

• University of Rhode Island: Location- on the Quad of the Kingston and

Narragansett Bay campuses. Saturday, November 2, 2013. Noon-4:30pm

• University of New Hampshire: Lawn outside of the Memorial Union Building, the

largest dining commons on campus. This area generates a lot of student traffic

daily. Sunday, October 27, 2013, Noon – 4:30 pm.

• University of Maine: Location- TBD Saturday, October 26, 2013. Noon- 4:30 pm

• University of Connecticut: Location: Fairfield Way center of campus between

the business school and the union. Lots of pedestrian traffic. Sunday, November

3, 2013. Noon- 4:30.

• University of Vermont: Location-TBD Sunday, October 20, 2013. Noon-4:30pm.

J.D. Power reviews

We plan to gain exposure and reach one of our secondary target markets by

having reviews published on the J.D. Power site. This source will help the Dodge Dart

gain credibility by allowing their reviews to be published by people that are interested in

giving honest and critical points of view about the performance of the Dodge Dart. This

is a good avenue to reach the parents of the college students we are targeting because

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they will most likely take interest in their child’s choice of car and thoroughly check out

the background about this car.

Radio advertisements and feature articles in school newspapers

The closest promotional tool we have to get noticed by students on campus are

the students run organizations on these campuses. The articles written about the Dodge

Dart will gain credibility because peers trust each other’s opinions. They also listen to

the student-run radio stations and can be reached by the djs saying ten to fifteen

second blurbs about the Dodge Dart.

Lifetime Value for Customer The customer lifetime value81 is an important result from analyzing the database

marketing that our agency can collect. It is calculated by the net present value of the

profit that a company stands to realize on the average new customer during a given

number of years.82 By collecting the addresses of the customers we have sold cars to,

we can figure out which customers are going to become a long-term asset. The

customer lifetime value is the formula that helps marketing managers arrive at the

dollar value associated with the long-term relationship with any given customer. This

calculation explains how much the customer relationship is worth over a period of

time.83

81 Shimp 2012, 429 82 Shimp 2010, 429 83 Harvard Business School Publishing, 2007

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According to the J.D. Power and Associates Customer Retention Study,84 Dodge

has a retention rate of twenty-one percent, less than half the industry average of 49%.85

We did not find Dodge Dart customer number because the 2013 model is completely

different from the past models. Instead, we will focus on our aspirations to get the Dart

retention rate above the industry average in the future. In this highly competitive small

car market, it is a major challenge to create loyalty with car buyers. Car buyers typically

buy cars 4.5 years apart. Dodge is one of the first companies to appoint a Chief

Customers Officer. This person is ideally going to help increase brand loyalty for Dodge

and create relationships with its car buyers, so that we see repeat customers every few

years.

According to the mere-exposure effect, studied by Robert Zajonc, the more

familiar a person becomes with something, the more positive view they have about it.

Getting customers to become loyal to the Dodge brand relies on their perceived quality

of the company. Zajonc’s hypothesis was supported by the correlation between

affective connotation of words and word frequency, among other supporting details.

These details proved that just by hearing words enough a more positive acceptance and

view of the word was created86, even if the words are meaningless. In relation to

lifetime value customers, exposing these customers to Dodge while they own the car

will keep the brand at the top of their mind and have a positive association in their

84 Cars.com 85 Cars.com 86 Zajonc, Journal of Personality and Social Psychology Monograph Supplement. Volume 9, No. 2, Part 2. June 1968, Pg. 1-2

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minds. This will encourage customers to go back to Dodge the next time they purchase a

car, thus, increasing the retention rate.

Proactive Strategy for a Damage Control Situation

In order for us to create and maintain goodwill between Dodge Dart and its

customers, we will implement a proactive marketing-oriented public relations

strategy87. Arete is proud to work with Dodge on the campaign for the new Dodge Dart.

In continuation of the innovation of the Dodge Dart’s look and all it has to offer, our

product revisions are grabbing car reviewers’ attention. This publicity is an affordable

and positive way of raising brand awareness and creating an ideal brand image for the

Dart. Using publicity to get attention directed toward the Dart is a less expensive way

than advertising, while increasing observability88 and newsworthiness.89

In addition to releasing reviews about reinvented Dodge Dart, we are featuring

articles in different media channels that we intend on reaching out target audience

through. These feature articles90 will be available in the college newspapers. To grab the

readers’ attention, we will have students cover the tent event and publish articles in

their school paper.

In an event of needing crisis management, we will proceed with a proactive

strategy. Dodge is a reliable car company with a strong history, and that alone is a good

foundation for reacting to any problem that may arise over the course of our campaign.

87 Shimp 2010. 537 88 Shimp. 2010, 68 89 Shimp. 2010, 537 90 Shimp. 2010, 538

75

As a company, Dodge must put its customers first and react with them in mind. As soon

as a crisis arises, Dodge’s corporate leaders will create a press release trying to explain

the situation and what Dodge is doing to restore order. It is more important to address

the problem when it is discovered and try to remain in a positive light than denying

there is an issue.

The threat of rumors91 being started about our product is always present. The

best way we, as an agency, plan to resolve rumors is to adapt our public relations

strategy to not only advertise our initial objectives, but also decide which points of the

rumor we can disprove. In addition, we will address that the accusations are not true or

fair to the product and company, decide what media we need to implement to reach

the most people in the fastest manner, and choose someone that is trusted among

consumers to make a statement clearing up the falsities.

Limitations

o Being such an extensive project, we wish had more time to elaborate and go more

in depth with our project plans.

o The lack of expertise within our group was a handicap. None of us have much

experience in the roles we took on and had to learn as the project progressed.

o We made soft deadlines in the beginning stages of the project. This created some

procrastination of the initial steps to starting our report which in the long-run

caused some timing issues.

91 Shimp. 2010, 544-545

76

o Group participant who was responsible for the market research dropped out. This

created an obstacle for the entire team because everyone had to take on extra

roles in this already large project. The timing of his retreat was well into the

semester and without the research foundations, we had a weak start and issues

when we all took on parts of his job we were not familiar with.

o In the survey we did not ask what school the respondent was from, so all of our

respondents might as well be from PC. Our survey sample was small and without

asking where the respondents went to school, we do not know how significant

the results are. This is an issue because we based some of our ideas on a survey

that may not be showing diverse opinions of college students all over New

England.

o We didn’t have opportunity to come up with a crazy PR stunt. Like we said before,

having more time to work more in-depth on this project would have enabled us

to create detailed and more extravagant ideas for publicity.

o The survey is not true random, we did something more like a convenience sample

because we only reached people that we know and those people are of a limited

demographic. We asked people that were easy for us to reach because we put

our survey out so late.

o We may not have taken full advantage of the Chevy case study data. We did not

all utilize the resource Dr. DeFanti provided us with. This limited us on knowing

what he considered “A-worthy” material. We could have used the Chevy paper

more to format our IMC.

77

o The original ask from the client for a IMC campaign had a significant amount of

additional requests made through the assignment. We did not know what was

expected to be in the paper all at once. There was no rubric to follow and we

learned what the professor was interested in seeing in the report by writing

down what he said in class. This was challenging to keep track of and pushed

things back until the class right before we needed to finish the assignment.

o Scheduling difficulties between Media Planner and PR person regarding

coordination of media events and media schedule. The two roles relied heavily

on each other for the Media schedule to be finished, but getting the actual

schedule made and the ideas planned out was a process that took longer than

necessary. Better communication between the two people would have avoided

such a problem.

o We didn’t have the tools to create a quantifiable lifetime value of the customer.

The combination of lack of understanding the values needed for the calculation,

and the lack of Dart information about past customers made this section less

quantified and more descriptive. We would like to have been able to show

monetary average lifetime value per customer, but we did not think the past

Dodge Dart data would be relevant because the Dart has changed so much from

the old model.

o We had to estimate a lot of the budgeting and quantity figures. This was due to

the lack of necessary research to figure out the actual numbers Dodge uses. Also,

our ability to quantify data was one of our major weaknesses as a group.

78

o We have a junior on the staff without real world market experience. He has not

taken as many marketing classes as we have or had the opportunities to work in

marketing-oriented positions outside of the classroom.

o We do not have any green initiatives. Our campaign focused so much on getting

college students attention by being “cool” and “sporty” that we lost sight of

some simple characteristics that the Dart already offers. We should have

emphasized the eco-friendly features of the car in our public relations and

promotional strategies. This would have given us a more well-rounded

promotion.

o In survey we did not ask what universal values were most important to them.

Asking the relevance of notions like world peace, social justice, equality, unity

with nature, environmental protection, and wisdom would have provided us

with a more profound understand of the interests of our survey sample (ch.8).

o We had plans to create a digital test drive because one of the biggest hurdles is

getting the student to the dealership and then into the car, digital experience

might be more visited. We did not have the time or experience to create such a

test drive. It would have been featured at the tent events on the college

campuses and instead of sending students driving around campus, they would

have experienced a videogame-like test drive.

o We never explored the mobile ad world even though we would’ve liked to. We

believe that mobile advertising is a growing media channel. It is still not a majorly

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popular media choice, but we would have been interested in the testing

different promotional tools using text-blasts and smart phones.

o We did not create an IMDb Pro account to get figures on movie appearance costs.

This is a detail that is important for our budget; without the data, our numbers

are not as accurate we intended.

o When trying to segment our market, sources like Prizm were not as focused on

college students as they were on adults. As a result we found segmenting based

on college and college lifestyles more practical and relevant for our purposes.

o When creating an aspirated customer retention rate, we were very limited in

our research because the Dart is a very new brand and Dodge has historically not

upheld a high loyalty rate making it hard to compare our retention to a car of

similar stature whose brand has been better established.

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Appendix

1. Focus Group: Notes and Results 2. Survey: Questions and Data 3. Competitive Analysis Graph of Price vs. Quality 4. Product Life Cycle 5. Share of Voice vs. Share of Market 6. Consumer Knowledge Structure 7. Forbes: Top 10 New Cars for College Kids 8. Market Share Graph 9. Porter Analysis 10. Primary and Secondary Audience Venn Diagram 11. Colleges 12. SWOT of Arete Group 13. Citations

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Focus Group: Notes and Results Katherine Hasler, Dan Cresci, Clancy Healy, Mike Hannigan-Penda Held on Sunday Sept 30 at 3:00pm in the Davis Study Lounge Each of us brought 3 people to the discussion and we each took notes on what our 3 people said Therefore we had 12 people= 6 girls and 6 guys (seniors and juniors) Going into the focus group we prepared a general script of questions and brought along with us some pictures of the Dart and the booklet given in class that were shared part way through the discussion The discussion lasted about 45 minutes Observations were more or less as we expected: the guys had more awareness about cars than girls and the Dart was not at all a top of mind car for anyone because no one had seen/ recognized one on the streets nor had really heard of the Dart When asked about the car buying process, their experiences were largely based on their parent’s decision and knowledge and when asked about where their limited car knowledge had come from, it was largely felt commercials and word of mouth from friends told them what kind of cars were the best Below is each of our shorthand notes about our 3 participants Dan Cresci - Age

<14 15-18 19-22 23-26 27< - Gender Female Male - What state did you grow up in? New York, Pennsylvania, Massachusetts - In college? If so, where? Providence College - Involved in athletics? Yes, in High School - What kind of grades do you get?

A-B B-C C-D -What is your major? Management, Social Science, Management - Have you heard of the Dodge Dart? Yes No - Do you think of it as a...

Sporty car? Y N Less expensive car? Y N Environmentally friendly? Y N

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- Would you want a Dodge Dart? (show picture of car) 1Y 2N

- Will you be interested in buying a car in the next year? -No - What type of car do you prefer?

-1 Small -2 Medium (compact SUV) -Large?

- What comes to mind when you thing of an "American car?" -The red, white, and blue. Chevy. Muscle Trucks - Have you ever owned a car? -1 Yes – 2 No - What would you say your "car knowledge" is? (1 = none; 3 = moderate knowledge and experience; 5 = very knowledgeable and experienced with cars). - Three 3s –Moderate knowledge and experience - Do you pay attention to car ads in the media? Yes - If yes, where? -Espn, History Channel, Tru TV - What forms of media do you plan on using when you begin looking for a car? -Commercials, Magazines, Review Websites Mike Hannigan-Penda 1. All 19-22 2. 2 male, one female 3. MA, MA, NJ 4. All PC students 5. Involved in intramurals, but not athletics 6. Grades: A-B, A-B, B-C 7. Majors: Accounting, Poli-Sci, Health Policy Management 8. None heard of Dodge Dart 9. Yes sporty, unsure about expensive, unsure about environmentally friendly 10. Buy Dart? 2 yes, 1 no 11. Not buy in next year, 3 no's 12. Size prefer: 2 small, 1 medium 13. Chevy, Ford, Ford 14. Owned car? 1 yes, 2 no 15. Knowledge? 3, 3, and 3 16. Pay attention to ads? yes, yes, yes 17. Television -- channels such as FOX, NBC, ESPN 18. Search: Magazines, reviews like Consumer reports, friends and family

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Clancy Healy 1. None of them have heard of the Dodge Dart 2. No thoughts on what they considered the car to be because they didn't know what it was 3. After seeing the picture they all said they would consider buying the Dodge Dart. Reading a little about the car one roommate said she likes that it is "stylish, yet fuel efficient." 4. None of my roommates are interested in buying a car in the next year. Two will still be living at or near school for senior year and grad school. The third roommate is moving to the city and will not need a car. 5. One out of my three roommates prefers a small car. The other two prefer medium cars. 6. When I asked what they thought of when they thought of an "American" car they all said Ford. The traditional Ford and Chevy's come to mind even if they are not the top of the line for new styles and technology. 7. Two out of the three roommates have never owned a car. One roommate has owned a Toyota Corolla. 8. All three admit they have no "car knowledge" 9. They do not pay attention to car ads usually. 10. The ones that pay attention to car ads occasionally see them online and in print ads. The other roommate says the tv ads are the ones she remembers more. 11. All roommates agreed that they will use the internet when they look for a car. One roommate says she will also go to friends, family members, and sales men. Katherine Hasler - Age

<14 15-18 19-22 23-26 27< - Gender Female Male - What state did you grow up in? New York, Los Angeles, New Jersey - In college? If so, where? Providence College - Involved in athletics? In high school but not at PC - What kind of grades do you get?

A-B B-C C-D -What is your major? Marketing, Education, Poli-Sci - Have you heard of the Dodge Dart? Yes No - Do you think of it as a...

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Sporty car? Y N Less expensive car? Y N Environmentally friendly? Y N

- Would you want a Dodge Dart? (show picture of car) Y 3N

- Will you be interested in buying a car in the next year? -No - What type of car do you prefer?

-2 Small -1 Medium (compact SUV) -Large?

- What comes to mind when you thing of an "American car?" -Chevy, Ford, GM- commercials for all American trucks - Have you ever owned a car? -3 Yes- parents for them –No - What would you say your "car knowledge" is? (1 = none; 3 = moderate knowledge and experience; 5 = very knowledgeable and experienced with cars). -All 3 said 2 –Not a lot of knowledge or experience - Do you pay attention to car ads in the media? No - Where do you see them most if you do? -ESPN maybe - What forms of media do you plan on using when you begin looking for a car? - Websites, Parents knowledge, local ads (print), friends recommendations

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Survey: Questions and Data Results from Providence College students:

Initial Report

Last Modified: 11/26/2012

1. Assuming there are no extraordinary circumstances, when are you planning on acquiring your next vehicle?

# Answer

Response %

1 Less than 1 year

1 4%

2 1-2 years

9 38% 3 3-4 years

8 33% 4 5-6 years

6 25%

Total 24 100% 2. Will the next vehicle you purchase replace the vehicle you currently own/drive?

# Answer

Response % 1 Yes

18 75%

2

No, it will replace another vehicle in the household

3 13%

3 No, it will be an additional vehicle

3 13%

Total 24 100% 3. How do you intend to acquire your new vehicle?

# Answer

Response % 1 New

10 42% 2 Used

10 42%

3 Certified pre-owned

4 17%

Total 24 100%

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4. How likely are you to buy the same brand as your current vehicle?

# Answer

Response % 1 Very Unlikely

2 8% 2 Unlikely

5 21% 3 Undecided

6 25% 4 Likely

9 38% 5 Very Likely

2 8%

Total 24 100% 5. Who would be involved in the purchase of your new vehicle? (Check all that apply)

# Answer

Response % 1 Myself

22 92% 2 My parents

19 79% 3 My guardian

0 0%

4 My significant other

2 8%

5 A friend

3 13% 6 A car expert

5 21% 7 Other

1 4% 6. Who will primarily drive your new vehicle? (Check all that apply)

# Answer

Response % 1 Myself

24 100% 2 A student

0 0% 3 An adult male

0 0% 4 An adult female

0 0%

5 A business professional

0 0%

6 Other

0 0%

Total 24 100%

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7. Please tell us how much you agree or disagree with the following statements:

# Question Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree

Mean

1

I only acquire vehicles with good fuel economy.

0 4 6 14 0 24 3.42

2

I like vehicles that are unique.

1 7 6 9 1 24 3.08

3

I keep vehicles for as long as possible.

0 4 9 4 7 24 3.58

4

I believe the vehicle a person owns makes a statement about them.

0 6 2 11 5 24 3.63

5

Exceptional dealership service is reason enough to buy the same make time after time.

0 7 6 11 0 24 3.17

6

I consider myself an advocate for my favorite vehicle brand and tell others about my experience.

2 6 3 10 3 24 3.25

7

How a vehicle looks is important to me.

0 3 0 14 7 24 4.04

88

8. Please rank the following on how accurately they would describe the ideal image of your new car (1 being the most relevant/accurate):

# Answer 1 2 3 4 5 6 7 8 1 Exciting 2 2 3 0 4 4 5 3 23 2 Sleek 5 1 0 3 2 6 3 3 23 3 Functional 4 3 8 1 1 2 3 1 23 4 Economical 2 6 1 5 2 3 1 3 23 5 Innovative 1 1 4 3 2 3 6 3 23 6 Good value 9 0 3 2 5 2 1 1 23 7 Safe 3 8 3 4 3 0 1 0 22 8 Sporty 3 1 1 5 3 2 2 6 23

Total 29 22 23 23 22 22 22 20 -

89

9. Please rate the importance of these features of your new vehicle:

# Question Not at all Important

Unimportant Neither Important

nor Unimportant

Important Extremely Important

Mean

1 Look of the vehicle 0 2 2 12 8 24 4.08

2

Arrangement of instruments and gauges

1 6 1 13 3 24 3.46

3 Passenger seating capacity

0 0 7 13 4 24 3.88

4 Engine performance 0 1 6 13 4 24 3.83

5 Trunk space 1 1 2 19 1 24 3.75 6 Leg room 1 2 5 12 4 24 3.67 7 Gas mileage 0 0 3 9 12 24 4.38

8 Radio/stereo performance 0 0 4 11 9 24 4.21

9 Seat comfort 0 1 6 11 6 24 3.92 10 Price offered 0 0 1 9 14 24 4.54

11 Value for the money 0 0 1 9 14 24 4.54

12 Safety features 0 0 4 12 8 24 4.17

13 Ease of handling 0 0 4 14 6 24 4.08

14 Trade-in/resale value

1 4 7 10 2 24 3.33

15 Warranty coverage 0 3 6 12 3 24 3.63

16 Cost of service and repairs

0 0 1 18 5 24 4.17

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10. Rank the following in terms of how significantly they would affect your car purchasing decision? (1 being most significant)

# Answer 1 2 3 4 5

1 A particular aspect the make/model offers

4 7 1 5 6 23

2 The test drive 7 4 5 5 2 23

3 How difficult the car is to manage/comprehend

2 3 6 3 9 23

4 The benefits of the car you've observed 5 4 7 7 0 23

5 How the car fits into your lifestyle 5 6 4 3 5 23

Total 23 24 23 23 22 - 11. Please rank these American car brands on how well you think they represent the classic "American car" image (1 being the best):

# Answer 1 2 3 4 5 1 Chrysler 1 4 5 8 5 23 2 Dodge 0 5 12 4 2 23 3 Chevrolet 2 9 6 5 1 23 4 Ford 18 4 0 0 1 23 5 Lincoln 2 1 0 6 14 23

Total 23 23 23 23 23 - 12. Have you seen the TV advertisement for the Dodge Dart that features Tom Brady and also the Jay-Z/Kanye West song "No Church In the Wild"?

# Answer

Response % 1 Yes

6 25% 2 No

18 75%

Total 24 100%

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13. Regardless of whether or not you've seen the aforementioned ad, how likely would you be to test drive the Dodge Dart?

# Answer

Response % 1 Very Unlikely

5 21% 2 Unlikely

9 38% 3 Undecided

4 17% 4 Likely

5 21% 5 Very Likely

1 4%

Total 24 100% 14. Please rank the creativity of this ad.

# Answer

Response %

1 Not at all creative

1 4%

2 Less than creative

7 29%

3 Neutral

6 25% 4 Creative

8 33% 5 Very creative

2 8%

Total 24 100% 15. Please rank the overall appeal of this ad.

# Answer

Response %

1 Not at all appealing

0 0%

2 Less than appealing

4 17%

3 Neutral

5 21% 4 Appealing

14 58% 5 Very appealing

1 4%

Total 24 100%

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16. I would notice the car.

# Answer

Response %

1 Strongly Disagree

1 4%

2 Disagree

7 29%

3 Neither Agree nor Disagree

8 33%

4 Agree

8 33% 5 Strongly Agree

0 0%

Total 24 100% 17. I would think it was a cool car.

# Answer

Response %

1 Strongly Disagree

2 8%

2 Disagree

6 25%

3 Neither Agree nor Disagree

10 42%

4 Agree

5 21% 5 Strongly Agree

1 4%

Total 24 100% 18. I would recognize the car as a Dodge Dart.

# Answer

Response %

1 Strongly Disagree

7 29%

2 Disagree

6 25%

3 Neither Agree nor Disagree

8 33%

4 Agree

3 13% 5 Strongly Agree

0 0%

Total 24 100%

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19. I would want to test drive the car.

# Answer

Response %

1 Strongly Disagree

7 29%

2 Disagree

6 25%

3 Neither Agree nor Disagree

8 33%

4 Agree

3 13% 5 Strongly Agree

0 0%

Total 24 100% 20. What is your age?

# Answer

Response % 1 15-17

1 4% 2 18-22

22 92% 3 23-27

0 0% 4 28-35

0 0% 5 36-46

0 0% 6 47-57

1 4% 7 57+

0 0%

Total 24 100% 21. Where is your home located?

# Answer

Response %

1 Metropolitan city

1 4%

2 Suburban community

16 67%

3 Small town or rural city

7 29%

4 Farming area

0 0%

Total 24 100%

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22. Please indicate the level of education you've completed:

# Answer

Response % 1 Grade school

1 4%

2 Some high school

1 4%

3 High school graduate

1 4%

4

Some college (including college in progress)

21 88%

5 College graduate with bachelor's degree

0 0%

6 Some post-grad study

0 0%

7 Postgraduate degree

0 0%

8 Some trade school

0 0%

9 Trade school graduate

0 0%

10 Some community college

0 0%

11 Graduate with two-year degree

0 0%

12 Other

0 0%

Total 24 100% Conclusion:

This survey collected the opinions of twenty-four 18-22 year old college students

(with the exception of two outliers). Between the next six years, all twenty-four

respondents plan on buying a new car. Nine plan on buying in the next year or two.

Eleven people agree that it is likely (or very likely) that they will purchase a car that is

the same brand as the car they currently drive.

When asked to agree or disagree with questions asked, most of the respondents

agreed that they only acquire vehicles with good fuel economy, they believe the vehicle

95

a person owns makes a statement about them, exceptional dealership service is reason

enough to buy the same make time after time, they consider themselves advocates for

their favorite vehicle brand and tell others about their experience, and agree that how a

vehicle looks is important.

The ideal images of a new car from this sample found functionality, economic

benefits, good value, and safety as most relevant features. In relation to these features,

when asked to rate the importance of a list of details in a new vehicle, the majority of

respondents agreed on what they view as important specs for a car. The look of the

vehicle, arrangement of instruments and gauges, passenger seating capacity, engine

performance, trunk space, leg room, radio/stereo performance, seat comfort, safety

features, ease of handling, trade-in/resale value, warranty coverage, and cost of service

repairs were all important to this group. Gas mileage, price offered, and value of money

were the most important features recorded.

When ranking how significantly certain things would affect the purchase of a car,

most respondents found a particular aspect the make/model offers and the test drive

were the most relevant attributes. But, fourteen of the twenty-four people surveyed

said they were either unlikely or very unlikely to test drive the Dodge Dart.

After seeing the advertisement in our survey, 58% said the ad was appealing.

Later, admitting that only three people would recognize the car as the Dodge Dart. Our

sample size was small and had two people outside of the target audience we intended

on questioning. But, the results we found shine light onto the desired attributes 18-22

96

year olds look for in cars and give us an idea of how to position the Dodge Dart in the

media.

Responses from non-PC students: 1. How do you intend to acquire your next vehicle?

# Answer Bar Response

%

1 New 0.11111111

11 33%

2 Used 0.55555556

14 42%

3 Certified Pre-owned 0.33333333

8 24%

Total 33 100%

2. Will the next vehicle you purchase replace the vehicle you currently own/drive?

# Answer Response

%

1 Yes 22 67%

2 No, it will replace another vehicle in my household

4 12%

3 No, it will be additional vehicle

7 21%

Total 33 100%

9. Approximately how long will it be until you will acquire your next vehicle?

# Answer Response

%

1 Less than one year 5 15%

2 One to two years 7 21%

3 Three to four years 8 24%

4 Five to six years 9 27%

5 Seven or more years 4 12%

Total 33 100%

22. Approximately, how many test drives are you expecting to go on before purchasing your next vehicle?

# Answer Response

%

1 Zero to three 19 58%

2 Four to seven 14 42%

3 Eight to twelve 0 0%

4 More than twelve 0 0%

Total 33 100%

97

How Do you intend to finance your next vehicle?

# Answer Response

%

1 Manufacturer's finance company loan

8 24%

2 Bank loan 1 3%

3 Loan from a friend 0 0%

4 Loan from parents/guardien

7 21%

5 Paid in cash 16 48%

6 Other 1 3%

Total 33 100%

11. Who will have the most influence in the purchase decision? Apply the percent influence to each (Total must sum to 100)

# Answer Average Value

1 Me 58.855

2 My parents/guardian 28.54

3 My spouse 2.355

4 A friend 2.895

5 A car expert 7.355

24. Have you ever owned a Dodge brand vehicle?

# Answer Response

%

1 Yes 3 9%

2 No 30 91%

Total 33 100%

27. How likely are you to test drive a Dodge Dart?

# Answer Response

1 Very Unlikely 18 55%

2 Unlikely 8 24%

3 Likely 1 3%

4 Undecided 4 12%

5 Very Likely 0 0%

6 Do Not Know The Car 2 6%

33

29. What is your gender?

# Answer Response

%

1 Male 21 64%

2 Female 12 36%

Total 33 100%

30. What is your age?

# Answer Response

%

1 Under 15 0 0%

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2 15-17 0 0%

3 18-22 31 94%

4 23-27 1 3%

5 28-35 0 0%

6 36-46 0 0%

7 47+ 1 3%

Total 33 100%

31. What type of area are you from?

# Answer Response

%

1 City 5 15%

2 Suburban 26 79%

3 Rural 2 6%

Total 33 100%

32. Please indicate the highest level of education you have completed.&nbsp;

# Answer Response

%

1 Less than high school 0 0%

2 High School diploma 1 3%

3 Some college 3 9%

4 Currently enrolled in college

28 85%

5 Bachelor's degree 0 0%

6 Master's degree 1 3%

Total 33 100%

99

Competitive Analysis Graph of Price vs. Quality

0102030405060708090

Perceived

quality score

Mainstream Car Brands

Price v. Quality

PQS

Mainstream Average

100

Where in the product life cycle graph is the Dart?

Definitely in one of the beginning stages- innovators or early adopters- because it has only been around for a few months

- Competitors are high - Profitability is uncertain- they are currently spending a lot on advertising and even though early numbers show increased sales, sales have yet to be that high enough to be profitable - Risk is still very high right now

Therefore, the Dodge Dart is in the Intro stage

101

Share of Voice vs. Share of Market

We are in upper left hand corner Promoting Competitors

102

Consumer Knowledge Structure What do people think of the Dart?

Problem: Does not really stand out in 4 door category looks-wise or features-wise

DODGE DART

50+ ADULTS ARE AWARE OF OLD

DART

LARGE

CLUNKY

NOT GREAT PERFORMANCE

GOOD GAS MILAGE

A LOT OF DIFFERENT

CUSTOMIZABE FEATURES

ATTRACTIVE DESIGN GOOD

APOSLERY

GADGETS

SLEEK EXTERIOR

LOOK

ROOMY FRONT SEATS

4 DOOR SEDAN

ECONOMICAL

SMALL TRUNK SPACE

5 SEATER •IF ATHLETES,

CRAMPED

AMERICAN MADE

QUALITY

PATRIOTIC

103

Top 10 New Cars for College Kids “Independent Insurance Agents of America, nearly 70 percent of college students have a car on campus these days” Toyota Yaris Mazda2 Hyundai Elantra Honda Fit Toyota Corolla Honda Civic Ford Focus Volkswagen Golf Honda Insight MINI Cooper http://www.forbes.com/sites/jimgorzelany/2011/07/19/top-10-new-cars-for-college-kids/

104

http://www.goodcarbadcar.net/2012/04/us-auto-market-share-march-2012.html

105

Porter Analysis

Force Threat to Profit Intensity of Internal Rivalry High

Threat of New Competition Low

Threat of Substitues and Services Moderate

Bargaining Power of Buyer High

Bargaining Power of Supplier High

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Primary and Secondary Audience Venn Diagram

Dynamic social life, Involved in sports,

Stylish, Also interested in Dart's: speed, engine

Practical, Plans for future,

Cares for children Also interested in Dart's:

Ease of maintenance

Intelligent, Motivated,

Also interested in Dart's: technology

Personally expressive,

Interested in: style, fuel economy, safety, price

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Colleges of Focus: University of Massachusetts (Amherst) – 01003 Total Enrollment: 21,812 Female: 49.53% Out of State: 20% Native American: 0.17% Asian: 7.37% African-American: 3.55% Hispanic: 4.84% Caucasian: 68.38% International: 1.73% Full-Time: 92.85% Part-Time: 7.15% Number of Foreign Countries Represented: 50

“There is no such thing as a typical student at UMass Amherst.” An undergraduate population of more than 20,000 makes that impossible; however, students do seem to fall into a few readily identified groups. There are “plenty of students who are here strictly for academics,” people who are here for the party scene,” and a “lot of people who came here for academics but fell into the party scene.” Most learn to balance fun and work; those who don’t exit long before graduation. Students also “tend to fit the mold of their residence,” undergrads tell us. One student writes, “Southwest houses students of mainstream culture. Students there can be seen wearing everything from UMass Amherst sweats to couture. Students in Central (especially Upper Central) tend to be the ‘hippie’ or scene type kids. Northeast houses...the more reserved types. Orchard Hill typically houses the more quiet types as well.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1023840

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Syracuse University – 13244 Total Enrollment:

14,671

Female: 56.39% Out of State: 54% Native American: 0.72% Asian: 8.74% African-American: 8.25% Hispanic: 8.95% Caucasian: 55.08% International: 7.74% Full-Time: 95.34% Part-Time: 4.66% Number of Foreign Countries Represented: 77 “Your standard issue Syracuse male “wears khakis, Polo, and Patagonias,” while his female counterpart “wears American Apparel zip-ups, solid-colored v-neck tees, skinny jeans and leggings, Uggs, a North Face jacket, and a brandname handbag” and “is glued to her Blackberry.” Syracuse is a big university, though, with plenty of room for diversity, so pretty much everyone finds a comfortable niche here. There’s “a huge population of hipsters...woodsy folk, city kids, and pretty average everyday people all over. It depends on what social scene you spend your time in.” Dig deep enough and you’ll find “students of every race, religion, and political background you can think of. There is a strong Asian and international student population as well as a noticeable percentage of gay, lesbian, and bisexual [students].” While groups “have their own cliques,” there “is no animosity or unspoken status quo between different sorts of people.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1024060

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Rutgers University – 08854 Total Enrollment:

31,268

Female: 48.58% Native American: 0.09% Asian: 24.5% African-American: 7.61% Hispanic: 11.41% Caucasian: 48.76% International: 2.42% Full-Time: 95.15% Part-Time: 4.85% Number of Foreign Countries Represented: 117 “Typical student? Not here. The universal refrain from Rutgers students is there is no such thing. “The one common thread most students have is that they are from New Jersey, since it is a state school.” Other than that, “Rutgers is truly a melting pot of people from all over the world of all different backgrounds with different interests.” Rather than making it more difficult to fit in, students say this melting pot makes it easier because “no matter what you’re interested in, there is a group of students here who share the same exact interests. It’s really easy to find your own niche.” Most students are “dedicated to academics and community service and also to having fun,” students who, no matter which group they fall in with, are “very friendly, funny, and nice.” Notice the combination of strong academics and a dedication to fun? That, too, is a frequently cited trait common at Rutgers. Even though “there is not one typical student,” at the very least most are “serious about their work and studying but know how to party and have fun.” With a large, diverse campus of 30,000, it doesn’t matter the kind of person you are. “It is not uncommon to meet someone new weekly... With so many students here, everyone is able to find someone to befriend and interact with.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1022413

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University of Rhode Island – 02881 Total Enrollment: 13,219 Female: 55.07% Out of State: 38% Native American: 0.28% Asian: 2.63% African-American: 5.15% Hispanic: 7.38% Caucasian: 70.9% International: 0.38% Full-Time: 88.3% Part-Time: 11.7% Number of Foreign Countries Represented: 57

URI, as an affordable state school, naturally attracts a large percentage of Rhode Islanders. Rumor has it that this group “sticks to their friends from high school,” yet one undergrad observes, “Rhody-borns are so afraid of college turning into another four years of high school that we go searching for new people to meet.” As far as categorizing a “typical student,” undergrads are reluctant to stereotype. “URI is diverse, and the students cannot be generalized into a certain type.” Campus diversity is strong, and most groups intermingle without issue. One junior sums it up: “Just like any other college, some come to party and some come to learn, but in the end they are all good people.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1024118

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University of Connecticut – 06269 Total Enrollment: 17,815 Female: 49.3% Out of State: 23% Native American: 0.16% Asian: 8.23% African-American: 5.51% Hispanic: 6.69% Caucasian: 63.89% International: 2.85% Full-Time: 95.78% Part-Time: 4.22% Number of Foreign Countries Represented: 104 Most students here are “your typical Connecticut young adult,” but there is also “a fairly substantial amount of out-of-state students.” There are students of all gender and sexual orientations, races, athletic, and academic ability. “It’s like taking a slice of Connecticut,” says a student. Everyone is “friendly and active, whether it be partying, school spirit, or community service.” “As long as you look for the things that interest you, you’ll find people you fit in with,” says a student. “We all have our quirks, so no one is shunned or discriminated against for them.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1023115

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University of Vermont – 05401 Total Enrollment: 11,482 Female: 56.2% Out of State: 67% Native American: 0.27% Asian: 2.26% African-American: 1.42% Hispanic: 3.68% Caucasian: 84.87% International: 1.72% Full-Time: 89.34% Part-Time: 10.66% Number of Foreign Countries Represented: 53 There’s a “great variety of students” at UVM “because it’s a big university,” undergrads report, but they also note that “students at UVM are mostly white” and there’s “a lot of money at this school.” While the most prevalent UVM archetype is “the guitar-loving, earth-saving, relaxed hippie” who “care[s] strongly about the environment” and “social justice,” the student body also includes “your athletic types, your artsy people, and a number of other groups” including “vocal LGBTQ and ALANA populations” who, “usually hang out in their own groups,” but “are also active in all sorts of clubs across campus.” Not surprisingly, there are many “New England types,” “potheads,” and “snow bums.” Students report they “pretty much get along well with everyone.” They either come here loving the outdoors or learn to love the outdoors by the time they leave. http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1023829

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University of New Hampshire – 03824 Total Enrollment: 12,609 Female: 54.41% Out of State: 40% Native American: 0.27% Asian: 2.25% African-American: 1.28% Hispanic: 2.42% Caucasian: 85.42% International: 0.78% Full-Time: 96.03% Part-Time: 3.97% Number of Foreign Countries Represented: 56 This being New Hampshire, people are “very politically and socially aware.” Students here are mostly middle-class and hail from New England (especially from New Hampshire, naturally), and a main point of contention among students is that there “is not a lot of ethnic/racial diversity,” though the school is working on it. The size of UNH means that “even the most unique individual will find a group of friends,” and even the most atypical students “fit in perfectly well.” Most of these “laid-back” and “easy-to-get-along-with” Wildcats party, and it can be “hard to find one that doesn’t.” “Everyone skis or snowboards,” and in the cold weather “Uggs and North Face fleece jackets abound.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1022973

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University of Maine – 04469 Total Enrollment: 8,911 Female: 52.52% Native American: 1.38% Asian: 1.2% African-American: 1.54% Hispanic: 1.49% Caucasian: 80.66% International: 2.41% Full-Time: 85.34% Part-Time: 21.84% Number of Foreign Countries Represented: 84 The majority of students here hail from Maine and the Northeast. However, despite a lack of external diversity, students say, “There is a wide range of diversity in thought and belief,” and students say that although “diversity is rare because of the school’s location...it is encouraged and accepted.” One thing’s for sure, in the “winter, we all look like Eskimos.” In fact, most students agree, “One of the best aspects of UMaine is the camaraderie that everyone has for each other,” and agree, “Students have many opportunities to meet people in and out of class.” In fact, one theater major proclaims, “The majority of the students who attend the University of Maine are either athletes or soon-to-be scientists...however, both groups tend to mix fairly well with each other.” Another student concurs, “I’ve seen former high school jocks socializing with brilliant engineers.” UMaine has a reputation for its lively social life; “There is no denying that most everybody drinks for fun,” but students are careful to point out, “The campus is huge, so if partying isn’t your scene it’s easy to find another one.” http://www.princetonreview.com/schools/college/CollegeStudents.aspx?iid=1024052

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SWOT of the Arete group foundation for our Limitations

Strengths Weakness Opportunities Threats -Media knowledge with Katherine as Digital Productions minor -We are all strong and confident public speakers -We have met several times a week all semester to discuss the project

-Lack of knowledge about cars and the car industry -Initially did not know each other well -No extensive background in the business world -Lost 1 of the original 4 partners mid-project

-We are interested in the rolls we have within the team -We are in the age group of the target market and have access to students at colleges we are focusing on

-Other teams have more people focusing on the project -The competition of having more than one campaign being presented

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Katherine Hasler, Clancy Healy, and Michael Hannigan- Penda