azera powerpoint

Proprietary and Confidential

Azera Competitive Case StudyBy Jena Silverman

2Proprietary and Confidential

Agenda

― Large Car Category Marketplace

― Azera’s Competitiono Toyota Avalono Buick Lucerne/LeSabreo Buick LaCrosse

― Competitor’s Launch Overviewo Launch/Redesigno Spending and Saleso Media Mixo TV, Print and OOHo Creative

― Executive Summary


Large Car Category Marketplace


Large Car Category Marketplace

Primary Competitors

Toyota Avalon ($32,445)

Nissan Maxima ($30,810)

Buick LaCrosse($26,495)

Ford Taurus($25,170)

Sources: Azera Exchange and autos.msn.com

Desired Features:

Style Additional Features SafetyPower

Challenges:• Large car segment has been declining over the past 5 consecutive years because:

• Switch to more fuel-efficient vehicle• Vehicle design is outdated• Feel of an “old person” car• Need for speed


2005 Toyota Avalon


Avalon 2005 Launch Overview Launch Date: February 2005

Base Price: $26,890

• Toyota’s Goal: make the Avalon more powerful, more stylish, and larger

• First introduced to the public at the North American International Auto Show in January 2005

• Offered in four model options:o XLo Touring o XLSo Limited

• Highlights:o 280 hp, 3.5L V-6 engineo 22 mpg city and 30 mpg highwayo Ultra Low Emissions Vehicle rating

Source: http://www.autonews.com/apps/pbcs.dll/article?AID=/20050117/ANA/501170752


Spending and Unit Sales

+

Launch and Sustain Spending: $43,749,200(February 05-July 05)

• Launched and abandoned• Launch spending from February to March decreased substantially by $22,258,400 and then slightly

increased by $1,646,100• Even with a major decrease in spending from February to March, launch sales continued to increase • Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch

sales

Sources: Polk , Auto News, and Kantar

Month Spending* Units

Feb. 05 $26,376,200 5,137

Mar. 05 $4,117,800 8,625

Apr. 05 $5,763,900 9,229

May 05 $2,627,600 9,165

Jun. 05 $2,231,200 9,134

Jul. 05 $2,632,500 9,432

*Includes Factory and Dealer Association

Launch

Sustain


Launch and Sustain Media Mix

Source: Kantar *Includes factory and association ** Dealer Association Spending

Toyota Dealer Association spent the most on Spot TV (19%)

February-July Total Spending*: $43,749,200• Network TV: $17,287,900

• Magazines: $13,134,400

• Spot TV: $8,019,900

• Cable TV: $4,088,900

• US Internet: $957,600

• Natl Newspaper: $245,500

• B-to-B: $15,000ota factory spent the

most on Network TV (41%)

February-April

May-July

Network TV

47%

Spot TV17% Cable TV

11%

Magazines22%

Natl Newsp1%

US Int-Display2%

Launch

Insight: Launch had heavy factory spending in Network TV, then abandoned TV to sustain run in magazines and Spot TV (sustain spot TV had 50/50 factory and dealer spending)

Network TV4%

Spot TV**5%

Magazines72%

US Int-Display2%

Spot TV16%

Sustain


TV: Network and Cable

Source: Nielsen 9/28/09-2/21/09 and 9/27/10-2/27/10 Excluding Sports

TV Launch and Sustain Spending: $29,396,700

Popular Networks Used:

Toyota Avalon was integrated into Fox’s ‘24’ DVD release:• 10 min promo created by Toyota and

the producers of ‘24’• Exclusive to DVD set• Mini movie bridges the gap between

season 4 and season 5• A “making-of” special on the mini

movie was shown on the Fox Movie Channel

Sources: Kantar and http://adage.com/article/news/toyota-vehicles-integrated-fox-s-24/47653/

Insight: with this campaign, less news programs were used and Toyota chose to incorporate more prime time programs


Print: Magazines and Sponsorships

Source: Nielsen Aggregate Avg. Rtg. 09/28/08-2/28/09 and 9/28/09-2/28/10

Print Launch and Sustain Spending: $13,379,900

Popular Magazines Categories• Epicurean• News• Affluent Sports

Oprah’s “Live Your Best Life” tour• During launch of vehicle (brand

promotional event)• Auto sponsor of event• Lauren Fix, “The Car Coach” provided

safe-driving and car-care tips to women using a Toyota vehicle as an example

• Sponsored Contest

Glamour Magazine’s “Women Of The Year Awards”:• Honors women who have portrayed to readers

that they are involved with the community• Brand campaign event

http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.htmlSources: Kantar and

Insight: Target market included both men and women upscale consumers with a clear interest in business and politics but also maintain a variety of upscale hobbies

http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html


Creative: TV and Print• 360 holistic campaign• Cartoonish/fairytale feel depicted in all forms of

media• TV creative show everyday objects coming to life such

as plastic flamingos or birds made from newspaper flying past the vehicle

• Bright colors are used throughout causing the vehicle to stand out of other commercials and ads.

Print

TV

Source: Kantar


2000 Toyota Avalon


Avalon 2000 Launch OverviewLaunch Date: November 1999

Base Price: $25,545

• Toyota’s Goals: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle

• Second generation of Toyota Avalon since entry in 1995

• Two Models:o XLo XLS

• 3.0L V6 Engine with 210 hp• 21 city mpg and 29 mpg highway

Source: www.cars.com/toyota/avalon/2000


Spending, Sales, and Media MixMonth Spending* Units

Nov. 99 $8,834,000 N/A*

Dec. 99 $3,726,500 N/A*

Jan. 00 $5,942,100 8,177

Feb. 00 $3,392,500 9,024

Mar. 00 $2,071,600 9,942

Apr. 00 $3,583,600 9,329

Launch

Sustain

• Launched and abandoned• From November to December 1999, launch spending

decreased by $5,107,500 and then increased in January 2000 by $2,215,600

• Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle

November- April Total Spending*:

$27,550,300

• Network TV: $11,123,200

• Magazines: $7,804,000

• Spot TV: $ 5,844,900

• Cable TV: $2,280,900

• Sunday Mags: $307,200

• National Newspaper: $136,800

• B-to-B: $53,300

Network TV41%

Spot TV19%

Cable TV7%

Magazines31%

Sunday Mags1%

Spot TV**1%

Launch

Network TV40%

Spot TV20%

Cable TV12% Magazines

24%Sunday Mags1%

Natl Newsp

1%Spot TV**

3%

Sustain

Source: Kantar *Includes factory and association **Dealer Association Spending


TV and Print DetailsTVSpending: $19,249,000

Categories• News, Travel, and Entertainment

PrintSpending: $8,248,000

Categories• Business, Epicurean, and Travel

Creative• Not a 360 holistic campaign• Print creatives were not cohesive• Affluent theme portrayed in some print creatives

promoting the new spacious interior and the higher quality materials incorporated in vehicle

• In other creatives, the question of “sparkling or still” compares the redesigned vehicle to eating at an upscale restaurant

Source: Kantar *TV creative could not be found for this year


Insights• From the launch before in 2000 to the launch in 2005, Toyota’s goal changed because:o In 2000 their focus was for consumers to perceive the Avalon as a more luxurious and upscale vehicleo In 2005 their focus was to portray the Avalon as a more fun and stylish vehicle

• Both Avalon launches were launched and abandoned by Toyota

• Spending vs Unit Sales 2005: as launch and sustain spending decreased, units sold increased. This could be a result of increased spending on Spot TV and attracting consumers on a local level.

• Spending vs Unit Sales 2000: a consistent fluctuation of launch and sustain spending led to an continuous increase in units sold. Most of launch and sustain spending was allocated to TV instead of print which could have helped to increase sales because of the mass reach.o Overall, each launch and sustain appeared successful because in both launches Toyota incrementally

decreased while unit sales continuously increased

• Creatives: Print and TVo In 2000 Toyota decided to go with more of a luxurious and upscale theme and then in 2005, Toyota

chose to portray Avalon as a more fun and whimsical vehicle

• Avalon shifted focus on affluent males in 2000 to a campaign focused on both women and men consumers in 2005o Sponsorship of Glamour Magazine’s “Women Of The Year Awards” and Oprah’s “Live Your Best Life

Tour”


Buick Lucerne


Lucerne 2005 Launch OverviewLaunch Date: October 2005

Base Price: $27,715

• Buick’s Goals: offer a quieter, safer and more stylish vehicle

• Replaces both the LeSabre and the Park Avenue

• Four Model Options:o CXo CXL V6o CXL V8o CXS

• Engine options:o 197 hp 3.8L V6 o 275 hp 4.6L V8

• 19 mpg city and 28 mpg highway

http://www.autonews.com/article/20051108/SUB/511080701


Spending and Unit SalesLaunch and Sustain Spending: $63,721,100

• From October to November launch spending drastically increased by $10,466,600 and continued to increase in January by $4,702,400

• Launch sales also experienced a substantial increase when sales jumped by 2,429 units from October to December and continued to increase by 3088 in January

• Sustain spending dramatically increased from January to February by $11,503.1 and then decreased in March by $5,854,300

Sources: Polk and Auto News *Includes Factory and Association

Launch

Sustain


Oct. 05 $90,900 285

Nov. 05 $10,557,600 2,724

Dec. 05 $15,259,900 5,812

Jan. 06 $6,887,400 6,107

Feb. 06 $18,390,200 7,327

Mar. 06 $12,536,100 8,690


Launch and Sustain Media Mix

Launch and Sustain Spending: $63,721,100(October 2005-March 2006)

• Cable TV: $13,050,500

• Magazines: $10,898,400

• Local Mags: $140,300

• Natl Newspaper: $4,720,600

• Newspapers: $2,945,000

• Network TV: $24,398,300

• Spot TV: $4,752,500

• Syndication: $258,800

• US Internet: $2,557,700


Buick Factory spentthe most on Network

TV (38%)

Network TV

39%

Spot TV**4%

Cable TV25%

Syndication1%

Natl Newsp13%

Newspapers11%

US Int-Display7%

Launch

Network TV

38%

Spot TV**3%Cable TV

17%

Mag-azine

s29%

Natl Newsp4%

US Int-Display2%

Spot TV6%

Spot TV0%

Sustain

October-December

January-March

Insight: in both the launch and the sustain TV was the biggest spend


TVLaunch and Sustain Spending: $42,460,100


Featured on “The Apprentice: Martha Stewart” and also “Martha Stewart Living”

*More info on OOH slideInsight: seems like more affluent networks such as news and leisure networks are being incorporated into this campaign

http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678Source:

http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678


Print

Launch and Sustain Spending: $18,704,300

Popular Magazine Categories Used:• Finance• Travel and Leisure• Golf and Cars

Target Market: a more established consumer with a strong interest in the economy but also has other hobbies


Sponsorships and Events• “The Apprentice: Martha Stewart”: teams

competed to design an in-dealership launch showroom display for Buick Lucerne

• “Martha Stewart Living”: Stewart and Buick teamed up to give away a Lucerne live to an audience member

• Lucerne VIP Premiere Nights:o Elements of the Lucerne VIP Premiere Nights

were featured on Martha Stewart Living on December 1, 2005 which included a recreated scene from Stewart’s 20-page guide the “Perfect Party Handbook” (brought to viewers by Buick)




Creative• 360 holistic campaign• Both print and TV creatives focus on the

newly redesigned interior and exterior styling of the vehicle

• TV commercials contained basic information about the Lucerne, no real theme to the campaign

Source: Kantar

TV

Print


Buick LeSabre 2000


LeSabre 2000 Launch Overview

Launch Date: May 2000

Price: $23,400

Average Buyer Age: 66 Goal Age: 60

• 3.8 L V6 engine with 205 hp

• 19 city and 30 highway mpg

• Two Model Options:o Customo Limited

• Goal: to attract younger, more family-oriented buyers

http://autos.msn.com/research/vip/Spec_Glance.aspx?year=2000&make=Buick&model=LeSabre&trimid=1733

http://www.autonews.com/article/19981123/ANA/811230711 http://www.edmunds.com/buick/lesabre/2000/


Spending, Sales, and Media MixMonth Spending* Units

May 00 $11,023,000 12,726

Jun. 00 $10,555,200 16,146

Jul. 00 $1,413,000 14,447

Aug. 00 $494,400 18,116

Sep. 00 $533,000 14,259

Oct. 00 $3,747,600 11,754

Network TV36%

Spot TV

36%

Cable TV18%

Syndication3%

Magazines1%

Natl Newsp2%

Newspapers4% Spot TV**

1%

Launch

Network TV

42%

Spot TV**1%

Cable TV11%

Syndication3%

Magazines24%

Sunday Mags18%

Natl Newsp1%

Sustain

Launch and Sustain Spending:

• Cable TV: $4,607,900

• Magazines: $1,427,400


• Natl Newspaper: $493,500

• Newspapers: $904,000

• Network TV: $10,171,400

• Spot TV: $8,518,200

• Syndication: $765,200

• During this launch, spending shows that Buick launched and abandoned

• From May to June launch spending slightly decreased by $467,800 and then decreased substantially in July

by $9,142,200• This decrease in launch spending didn’t have much of an

affect on sales from May to July• Sustain spending was pretty consistent from August to

September but in October, spending increased by$3,214,600

Launch

Sustain

Sources: Polk and Kantar *Includes Factory and Association **Dealer Association Spending


TV and Print DetailsTVSpending: $37,090,300

Categories:• Niche, Leisure, and Sports


Categories• Sports, News, and Leisure

Source:Kantar

Creative Not a 360 holistic campaign

Creatives aimed at a very broad target market, each one

portraying their own theme

Print Creatives encouraging consumers that they will gain peace

of mind by purchasing a LeSabre vehicle

Promoting the vehicle’s dependability by focusing on new safety

features


Events and Partnerships

Partnership with Northwest Airlines:• Free tickets to Lucerne buyers• Consumers who purchase an OnStar-

equipped Lucerne receive two round-trip airline tickets to anywhere in the USA, Canada or the Carribbean

Tiger Woods made his debut as a new spokesperson on Feb. 12-13 at the Buick Invitational Golf Tournament


Insights

• 2000 was a big year for Buick with the introduction of Tiger Woods as their new main spokesperson o This strengthened their partnership with the PGA Tour which included their Buick Open golf

tournament

• Buick is consistently focusing on an older generation of consumers (baby boomers) in 2000 but is still reinventing the vision of the brando Adding new features and updating the interior and exterior styling of the vehicleo TV integration on the Sopranos maintains Buick’s focus on the baby boomer generation but also

exposes the vehicle to other viewers who follow the program

• Buick Lucerne replaced both the LeSabre and Park Avenue models in 2005o Updated and redesigned version with a better price point for Buick’s target market

• Use of Martha Stewart in the Lucerne’s 2005 campaign helped to attract an older audience, not just women but men as wello Integration with NBC’s Apprentice helped to reinforce this and promote the new Lucerne vehicle

• In October of 2005, Buick only sold 285 Lucerne vehicles and then drastically increased their sales to 2724 vehicles in Novembero This could be due to a slight increase in spending and launch exposure of the vehicle




Buick LaCrosse


Lacrosse 2009 Launch Overview

Launch Date: July 2009

Base Price: $27,835

• 3.8L V6 engine with 200 hp

• 17 mpg city and 28 highway

• Three Model Options:o CXo CXLo Super

• Buick’s Goals: focus on quality and long term dependability

Source: http://www.autonews.com/article/20090622/RETAIL/306229845


Spending and Unit SalesLaunch and Sustain Spending: $79,926,500

• Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600

• From July to August launch sales slightly decreased by 219 units and then slightly increased in Septemberby 326 units• From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100 and then decreased in November by $9,917,100• Sustain sales continuously increased from October to December

Launch

Sustain


Jul. 09 $2,586,700 1,487

Aug. 09 $7,800,700 1,268

Sep. 09 $17,854,500 1,594

Oct. 09 $23,664,500 2,757

Nov. 09 $13,747,500 3,383

Dec. 09 $14,272,600 3,965

Source: Kantar *Includes Factory and Association


Launch and Sustain Media MixJuly-December Spending*: $79,926,500

• Network TV: $19,829,100

• Cable TV: $9,570,900



• Magazines: $24,586,600

• Hispanic Newspapers: $67,700

• Natl Newspapers: $3,267,800

• Newspapers: $8,024,800

• SLN TV: $1,909,400

• Spot TV: $3,365,300

• Syndication: $3,307,800


• Outdoor: $1,269,500

• Natl Spot Radio: $357,400

• Network Radio: $64,900


Network TV20%

Spot TV**1%

Cable TV7%

Syndication1%

Mag-azine

s39%

Natl Newsp7%

Newspapers15%

US Int-Display5%

Outdoor1%

Natl Spot Radio1%

Launch

Network TV

27%

Spot TV**6%

SLN TV3%

Cable TV15%

Syndication6%

Mag-azine

s26%

Natl Newsp3%

Newspapers7%

US Int-Display5%

Outdoor2%

Sustain

July-September

October-December

Insight: Buick chose to spend the most on magazines for the launch and then sustain with high spending in both TV and magazines


TVLaunch and Sustain Spending: $34,674,700


30 second spot “Crosswalk”• Involved pedestrians crossing the street and

stopping to stare at the new redesigned 2009 Buick Lacrosse

*Picture found on creative slide

Buick Open Golf Tournament• Date: July 27th to August 2nd • Location: Grand Blanc, Michigan• PGA Tour coverage by the Golf

Channel promotes interactive zone at the 17th hole and the newly redesigned Buick Lacrosse

http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html


PrintLaunch and Sustain Spending:

$36,194,200

Popular Categories Used:• Sports and Leisure• News• Ethnic

Target Market: ethnic magazine choices show that Buick is trying to appeal to consumers of all races but still maintaining their established audience

Source: Kantar


Billboards and Outdoor Events• Ongoing “billboard war” between Buick

and Lexus sparked consumer attention in areas such as Los Angeles and San Francisco

• Inspired feud between BMW and Audi

• Buick Open Golf Tournamento No. 17 hole Lacrosse Landing interactive

zoneo Fans invited to become members to gain

admission (free)o Get your swing analyzed by GolfTec Systemo Experience the new features of the vehicleo Complimentary sleeve of golf balls and

exclusive access to new bleacher seating and viewing areas

http://adage.com/article/news/marketing-buick-pokes-fun-lexus-ads/139029/http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html

http://image.internetautoguide.com/f/industry-news/buick-vs-lexus-billboard-wars-get-personal-in-san-francisco-and-la/25510490/buick-vs-lexus-billboard-san-francisco-and-la.jpg

http://www.bmwblog.com/wp-content/uploads/3427670079_fa8f403233_b.jpg


Creative• 360 holistic campaign• TV commercial “Crosswalk” features

pedestrians stopping in the middle a crosswalk admiring the new redesigned Buick Lacrosse

• Print carries on that idea by stating “you be the judge” encouraging consumers to research the car a little deeper

Source: Kantar

TV

Print


Buick Lacrosse 2005


Lacrosse 2005 Launch OverviewLaunch Date: April 2005

Price: $23,495

Target Buyer Age: 40-59

• Replaced the Buick Regal and Buick Century

• 20 mpg city and 29 mpg highway

• Three Model Options:o CXo CXLo CXS

• Two Engine Options:o 200 hp 3.8L V6 (CXS)o 240 hp 3.6L V6

Source: http://www.autonews.com/article/20040209/SUB/402090795


Spending, Sales, and Media Mix• Buick launched and abandoned this model• From April to June launch gradually decreased

which caused sales to decrease by 2.085 units in May but then increase by 4,167 in June

• From July to August, sustain spending slightly increased then decreased causing sales to decrease by 5642 in August


Apr. 05 $22,048,500 8,612

May 05 $16,905,400 6,527

Jun. 05 $9,126,000 10,694

Jul. 05 $4,679,800 13,327

Aug. 05 $6,182,100 7,685

Sept. 05 $3,870,000 7,871

Cable TV6%

Magazines16%

Natl Newsp8%

Network TV35%

Newspapers16%

Spot TV14%

Syndication2%

US Internet2%

Launch

Cable TV7%

Magazines14%

Natl Newsp1%

Network TV42%

Newspapers1%

Spot TV31%

Syndication1%

US Internet4%

Sustain

Launch and Sustain Spending: $62,811,800

(April-September)

• Cable TV: $3,900,900

• Magazines: $9,773,100


• Natl Newspapers: $4,120,900

• Newspaper: $7,747,300

• Hispanic Newspaper: $2,400

• Network TV: $23,167,900

• Spot TV: $11,344,100

• Syndication: $1,023,200


Launch

Sustain

Sources: Polk and Excel Pivot Table *Includes Factory and Association


TV and Print Details

TVSpending: $39,436,100

Categories:• News, Leisure, and Sports


Categories:• News, Leisure, and Sports

Creative

• 360 holistic campaign• Both print and TV aspects feature

Tiger Woods as the new spokesperson

• Luxury feel to the campaign as Tiger Woods is dressed in a suit driving the Lacrosse/posing next to the vehicle

Sources: Kantar and YouTube


Insights

• 2005 Lacrosse compared with a well equipped Lexus ESo In 2005 Buick shifted it’s campaign focus to quality and long-term dependability o Buick ranks 2nd in long-term dependability behind Lexus

www.welovebuicks.com/news/5-15-2005.html

• 2009 Lacrosse: “Take A Look At Me Now” tagline transforms to “The New Class Of World Class”o Introduced in June and then changed in Septembero Represents the Lacrosse going “upscale”o “A luxury sedan that legitimately competes with Lexus, Acura and BMW”

• New target market 2009: late boomers aged 46-55 (10 years younger than current Buick buyers)

o Slightly different target than 2005 Buick Lacrosse campaign: 40-59

• Creatives:o In 2005, Buick decided to focus their campaign around their new spokesperson Tiger Woods but in 2009, they

shifted their campaign focus to accentuate the redesigned features of the vehicleo More money spent on TV than print in 2005 but then in 2009 Buick decided to spend more money on print than

TV

• 2009: “EX your Lexus”: use of direct competitors in billboards to attract attention to Buick billboards, which received coverage by various auto blogs and advertising websiteso Continued focus on directly competing with Lexus

Sources: Kantar and

http://www.welovebuicks.com/news/5-15-2005.html


Executive Summary


Executive Summary

Photos: www.bing.com/autos/research

Toyota Avalon

Overall Campaign Goals:2005: make the Avalon more powerful, more stylish, and larger

2000: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle

Buick Lucerne/Lesabre

Overall Campaign Goals:2005: offer a quieter, safer and more stylish vehicle

2000: to attract younger, more family-oriented buyers

Buick Lacrosse

Overall Campaign Goals:2009: attract a new target market that is 10 yrs younger than current target market (late boomers)

2005: focus on quality and long term dependability


Appendix


Insights

• Feel of Lexus without status symbol: Toyota aiming for more of a luxury appealo Promoting the high quality of Toyota vehicleso Vehicle embodies the luxury appeal of a Lexus without the high price

• Toyota seems to be targeting a more youthful-boomer consumero Use of established but stimulating magazines and TV programso Mindset of “even though you’re a boomer, you don’t have to drive like one”

• Toyota was executing a brand campaign while launching the 2000 Toyota Avalon to increase brand opinion while drawing attention to the newly redesigned vehicle

• Seems like they are trying to attract more women consumers to their brandbased on their sponsorship of Glamour Magazine’s “Women Of The Year Awards”and Oprah’s “Live Your Best Life tour


Spending and Unit Sales

+

Launch Spending: $36,257,900

% Change: +98%

• There was a 98% increase in spending from pre-launch to launch and an 79% decrease in spending for launch to sustain which shows this model was launched and abandoned

• Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100

• Even with a major decrease in spending from February to March, launch sales continued to increase • Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch

sales

Pre-launch Launch Sustain

Nov. 04: $329,800 Feb. 05: $22,419,800 May 05: $2,627,600

Dec. 04: $225,200 Mar. 05: $3,500,000 Jun. 05: $2,231,200

Jan. 05: $46,800 Apr. 05: $5,118,500 Jun. 05: $2,231,200

Total: $601,800 Total: $ Total: $7,491,300

2005 Feb Mar Apr May Jun Jul Aug Sep Oct

Units 5,317 8,625 9,229 9,165 9,134 9,432 9,020 8,707 8,195

% Change: -79%

Sources: Polk and Auto News

Launch Sustain


Spending and Unit SalesLaunch Spending: $18,502,600


Aug. 99: $2,928,600 Nov. 99: $8,834,000 Feb. 00: $3,392,500

Sep. 99: $1,968,700 Dec. 99: $3,726,500 Mar 00: $2,071,600

Oct. 99: $5,968,200 Jan. 00: $5,942,100 Apr. 00: $ 3,583,600

Total: $10,865,500 Total: $18,502,600 Total: $9,047,700

% Change: +41% % Change: -51%

• Launched and abandoned• From November to December 1999, launch spending decreased by $5,107,500 and then increased in

January 2000 by $2,215,600• Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout

the sustain of the vehicle

1999/2000 Nov Dec Jan Feb Mar Apr May Jun Jul

Units N/A N/A 8,177 9,024 9,942 9,329 9,608 8,904 3,396

Launch Sustain

*Unit sales not available for 1999*Sources: Polk and Auto News


OOH and Radio

http://www.theautochannel.com/news/2005/05/13/076229.html

Oprah’s “Live Your Best Life” tour• During launch of vehicle• Auto sponsor of event• Lauren Fix, “The Car Coach”

provided safe-driving and car-care tips to women using a Toyota vehicle as an example

• Sponsored Contest: winner received their own series of life-coaching seminars

XM Satellite Radio announced that the 2005 Toyota Avalon were available in dealerships on May 13, 2005 during the sustain of the vehicle




Buick Lucerne 2005

2005 Oct Nov Dec Jan Feb Mar Apr May JunUnits 285 2,724 5,812 6,107 7,327 8,690 6,998 7,311 10,690

Pre-launch Launch SustainJul. 05: $49,600 Oct. 05: $90,900 Jan. 06: $6,887,300Aug. 05: $126,300 Nov. 05: $10,557,000 Feb. 06: $18,390,400Sep. 05: $580,000 Dec. 05: $15,259,900 Mar. 06: $12,536,100Total: $755,900 Total: $25,907,800 Total: $37,813,800


2000 May Jun Jul Aug Sep Oct Nov Dec JanUnits 12,726 16,146 14,447 18,116 14,259 11,754 9,878 11,369 9,948

Pre-launch Launch SustainFeb. 00: $1,571,000 May 00: $11,023,000 Aug. 00: $494,400Mar. 00: $974,300 Jun. 00: $10,555,200 Sep. 00: $533,000Apr. 00: $5,453,100 Jul. 00: $1,413,000 Oct. 00: $3,747,600Total: $7,998,400 Total: $22,991,200 Total: $4,775,000

Buick LeSabre 2000


Launch Spending: Buick Lacrosse 2009Launch Spending: $28,241,700


Apr. 09: $1,583,400 Jul. 09: $2,586,700 Oct. 09: $23,664,400

May 09: $388,600 Aug. 09: $7,800,700 Nov. 09: $13,747,300

Jun. 09: $2,092,900 Sep. 09: $17,854,300 Dec. 09: $14,272,700


2009 Jul Aug Sep Oct Nov Dec Jan Feb Mar

Units 1,487 1,268 1,594 2,757 3,383 3,965 3,594 3,013 4,372

• Launch spending slowly gained momentum with an increase from July to August of $5,214,000 and an increase from August to September of $10,05,600

• From July to August launch sales slightly decreased by 219 units and then slightly increased in Septemberby 326 units• From the end of launch (Sept.) to the beginning of sustain (Oct.) spending increased by $5,810,100 and then decreased in November by $9,917,100• Sustain sales continuously increased from October to December

Launch Sustain


Buick Lacrosse 2005

2005 Apr May Jun Jul Aug Sep Oct Nov Dec

Units 8,612 6,527 10,694 13,327 7,685 7,871 5,161 6,720 6,790


Jan. 05: $9,918,900 Apr. 05: $25,939,300 Jul. 05: $5,145,700

Feb. 05: $20,159,000 May 05: $19,888,600 Aug. 05: $7,054,100

Mar. 05: $15,959,900 Jun. 05: $10,730,700 Sep. 05: $4,407,000



BUICK LaSabre and Buick Lacrosse 2005

– Please use the below templates for the previous launch models of Buick LaSabre and Buick Lacross 2005…


Spending, Sales, and Media Mix


TV and Print DetailsTV

Spending: $XX

Place logos

Categories

Print

Spending: $XX

Place book covers

Categories

Creative

Place pictures and add a caption of basic description


TV Spending, Networks, and Insights

Launch TV Spending: $19,249,000

Popular Cable Networks Used:Insight: seems like they are targeting a more mature audience who enjoys watching the news but also keeps up with world/celeb events

Source: Kantar


Print-Toyota 2000

Launch Print Spending: $8,248,000

Popular Magazines Categories Used:• Business• Epicurean• Travel

Source: Kantar

Insight: target market was affluent males that enjoy leisure activities such as traveling and food tasting


OOH and Promotions

Princess Cruises:• Avalon vehicles displayed

on some of the ships

Hilton Hotels:• Teamed up with Toyota

to offer perks to Rewards Program members

www.adweek.com/news/advertising/saatchi-praises-avalon-41278

http://www.adweek.com/news/advertising/saatchi-praises-avalon-41278


TV-Buick Lesabre 20002000 TV Spending: $37,090,300

Popular Networks Used:• TLC• USA• Golf• News Channels• HGTV• Bravo

The Sopranos:• Vehicle was featured in

episode 7 of season 4 which was titled “Watching Too Much Television”

• Owned by New Jersey State Assemblyman Ronald Zellman who is played by guest star Peter Riegert in the episode

• Quick glimpse of character’s license plate and Buick emblem

http://www.imcdb.org/vehicle_26402-Buick-LeSabre-2000.html

http://www.imdb.com/media/rm1011850752/tt0141842


Print-Buick Lesabre 2000

2000 Print Spending: $3,703,400

Popular Magazine Used:• Golf World• AARP• O Magazine• Sports Illustrated• Time

Target Market: mature consumers from both sexes that have a variety of such as sports and world news


TV-Buick Lacrosse 2000

2005 TV Spending: $

Popular Networks Used:• Food Network• ESPN• ABC• A&E• Discovery Channel• CBS

http://adage.com/article/news/buick/105207/

http://trishield.com/buick-021705a-release.shtml

Desperate Housewives:• Exclusive sponsor of AOL’s weekly

recap of ABC’s hit series “Desperate Housewives”

• Shortened versions of Buick commercials played before each recap

• Product integration: Lacrosse featured on an episode

• Extension of TV series sponsorship


Print-Buick Lacrosse 2005

Total Print Spending: $34,623,700

Popular Magazines Used:• Time• Golf Digest• Food Network• Essence• Newsweek• Ebony

Target Market: multi-racial audience with an interest in current events and more sophisticated hobbies

azera powerpoint

Automotive

buick lucernelesabre

buick lacrosse

media mix