Download - Marketing Campaign: Piaggio's Vespa Scooters
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Marketing Campaign:
Piaggio’s Vespa Scooters
Presented by
Jaclyn Susan Mosher
Chrisanne Sikora
Jia Liu
Vidya Gopalan
Natalia Musatova
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History, Marketing Now, Competitors, Market Trends
Audience
Media
Other Marketing
Divided into
2 target markets
Young people
Retirees
Part One
Part Two
Part Three
Part Four
Structure of Presentation
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Part One
History
Marketing Now
Competitors
Market Trends
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History of the Vespa
Parent company Piaggio (Genoa, Italy)
First appeared in 1946; by 1951, 100,000 sold
Not sold in US from 1980-2000
Made famous in films (Roman Holiday, right)
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Meaning: the ecological, economic, and personal satisfaction one achieves after buying a Vespa scooter. Vespanomics promotes embracing motor scooters as an alternative form of transportation to reduce oil consumption, pollution and traffic congestion.
Additional meanings: 1. A feeling of total exhilaration; consistent with riding a stylish, high performance Vespa. 2. The incomparable level of satisfaction that can only come from helping the environment while also saving a boatload of money on gas.
Origin: A union of the words Vespa and economics. Related words: Vespanomic, adj, vespanomically, adv
= ?Play video
What is Vespanomics?
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Brand Extension and Promotional Events
Vespa clothing line (top left)
Vintage posters – for sale and used in new campaigns
Models on Vespa – create a scene
Vespa on the Red Carpet
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Competition
Brand Name (Vespa) vs. Price (Yamaha, Honda)
Two “knock-off” competitors:
Yamaha Vino (left) and Honda Metropolitan (right)
Similar campaigns: “Euro style,” urban, “fun”
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Part Two Audience
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Audience
Geography:
Urban/Suburban settings across the countryCoastal Cities as well as interior regions
Behavior/Psychographics:
Commuters looking for fun alternative to carsAttracted by lower fuel costs and flexible parking optionsEasier to maneuver in city
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Demographics divided into two distinct age groups
Younger consumers (20+ years old) College kids, young professionals Older professionals, Baby Boomers, enthusiasts
Approximately half of Vespa consumers are women
Audience (cont.)
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Young Consumers (20-35 years old)
Attracted by:
Low up-front cost (when compared to cars)
Low fuel costs
High customizability of Vespa
—no two are exactly alike
Vespas in Love
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Older consumers (45+ years old)
Attracted by:
Low fuel costs “fun” alternative means of commute Way to reclaim lost youth
Enthusiasts who enjoy weekend rides as a hobby
People who enjoy fixing/restoring old vehicles
I feel as young as him
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Women
Attracted by high level of customizability
Vespas less intimidating than most motorcycles
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Part Three Media
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Marketing in the Past
2002: $340,400Media Used: Magazine, Sports TV, National Sports Radio
2006Media Used: Co-op Advertising, Foreign, Special Events Marketing
2007Vespanomics: Go Green Challenge Campaign
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Vespanomics Video Contest Measurement
Date Range: 8/13-12/05
Total Videos: 7Subscribers: 28Total Views:7,639Total Comments:90
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Targeting Younger MarketSegment
College students and urban professionals (Boston)
Objective
Arouse brand awareness among younger generation
Promote two Models: LX 50 and LX150
Positioning
3F (Fun, Fashion, and Freedom)
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“ It’s just fun. ”
I love the style elements
It gives me a sense of freedom
Why do they love Vespa?
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What is 3F?
FunRide your buddySolo adventure, group ride, or Vespa rally
FreedomOut of congestion and close to Mother NatureLess worry about money (gas & insurance), time, parking, and global warming
FashionVespa designVespa customization
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Media Mix
Outdoor media On vehicle advertisements
Print media Magazines and Brochures
Radio
Electronic media Social networking sites Content Communities
Screensavers and wall papers
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On Vehicle Advertisements
A relatively inexpensive medium with high frequency and reach
MBTA subway system
598,200 passenger trips each weekday
Most of the riders are commuting concerned young consumers
A relatively longer riding time
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Print Media: Magazines
Fashion
Feel the wind in your soul patch. Just the thing for your freedom. Never have to help your friends move again.
Source: Print ads by McClain Finlon.
Improper Bostonian
Circulation: 85,000 Readership: 420,500Young trendsetters
A d Size: ½ Page Horizontal Spread
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Print Media: Brochures
Your Guide
to the Road
Educational BrochureYour Guide to the Road
ContentLicensingMaintenanceParkingSafety concernsVespa customization DIY tipsVespa local and national clubs info
DistributionT stationsShopping districtsAdapted small flyers attached to T ads
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Radio
Boston’s #1 hit music stationTarget group : women 18-34
Reach more female consumers and rescue frustrated drivers in the traffic
Chosen Programs
Matty in the MorningRomeo
Chosen Spot Duration: 15 second
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Electronic Media
No.6 most trafficked site in the U.S
Mostly college students and young professionals306,307 members in Boston alone253 groups about Vespa globallyFree business page: two-way communication and viral effects
Popular photo sharing site
Very active online communities252 groups about VespaThousands of photos tagged as Vespa
Screensavers and wall papers Low cost, dynamic
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The Photo Contest
•Build up a Vespa Contest Group•Identify enthusiasts•Send out messages
•Develop application•Vespa Cartoon photo customization•News feed viral distribution
•Cartoon style photos from Facebook•Real photographing artwork from Flickr
•Produced based on top 100 winners•Downloading links posted on both sites
Screensavers and wall papers
Vespa Micro site
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Rewards
Top 1000: A free T shirt (designed by Vespa)Top 100: A free T shirt (printed with their own photos)Top 2: A free Vespa LX 150
They become Vespa’s moving ads.
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Marketing Time Frame and Budget
Slightly
Heavy
Slow down Heavy
December New Year Early March
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Market: Boston
Seniors rank number 3, among the top 10 markets for number of retirees.Seniors make up a nearly third of the Boston population newspapers advertisement prompted the seniors for a store visit
Media
NewspaperOnline NewspaperMagazine
Targeting Older Market
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Newspaper
Scarborough Research
Boston Globe (Audit Bureau of Circulation)Metro Boston
Different Sections and Features
GeneralArts and EntertainmentTravelEducation
Retail
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General Rates
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Ads must measure 3 columns by 10.5 inches
This special position is ideal for high end goods: apparel, travel, automotive and technology.
Advertisers reserving space on this page will pay a 15% premium on their existing rate
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Metro reaches nearly 250,000 people daily, mainly the commuter riders
Metro Boston
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Boston.Com
Reaches 4.4 million visitorsContextual targeting matches the audience
Different Sections
NewsBusinessSports
Online Advertising
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BeltwayThe Beltway is one of four ads appearing above the fold on Boston.com's homepage as well as in their main Sports pagePixels: 170x65Max. File Size: 4K maxAnimation: StaticRich Media: NoThird Party: NoLocation: Boston.com homepage; Sports homepage
Half-page AdThe Half-Page Ad, as its name suggests, takes up half of article pages.Pixels: 336x850Max. File Size: 60KAnimation: Up to 30 secondsRich Media: YesThird Party: YesLocation: Article pagesNotes: Expandable ads can expand up to 504x800
Ad Specification
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E-magazine- Environment Friendly Magazine
E-reader Survey
Female readers: 64%, Male: 36% Age group from 40-44 and 50-5448% of the e-readers who currently own or intend to buy environment friendly products74% of e readers included fuel efficiency as a factor in purchasing a vehicle30% of e readers are presently considering the purchase of a new vehicle
Magazine
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Part Four Other Marketing
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I Product placement in movies and shows II Cause-related sponsorship
III Sales promotions and events
Other Marketing Strategies
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A number of celebrities and filmmakers are seen on Vespas (e.g. Jerry Seinfeld, Robert De Niro, Kirsten Dunst, Andy Dick, and Lenny Kravitz).
Vespas are showing up in the movies and television shows (e.g. Diane Lane's in "Under the Tuscan Sun" and Hilary Duff in "The Lizzie McGuire Movie."
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Two "Ugly Betty" cast members, Ana Ortiz and Michael Urie at the Environmental Media Association Awards, held on 10/24/07, showing their love for Vespas!
Hayden Panettiere modeling a Vespa GTS:
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Vespa's Go Green Challenge
A chance to win one of three scooters
Create a video about the economic and environmental benefits related to the use of a scooter
Play Video
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Piaggio will sponsor another video contest (asking people to demonstrate their love for Vespa scooter)
Piaggio will sponsor a contest to find the “Best Vespa parking spot” (the crazier the location, the better)
Future Promotional Contest
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Sales Promotions
Pizza delivery services and other food delivery services
Offer scooters at the price of 5 for 4.
Special pizza carriage installed at the back of the scooter
Gap clothing stores are offering a chance to win Vespa
Partnering with Credit Card companies (AMEX, Discover) to offer a Vespa scooter in exchange for miles saved up on a credit card
Cause-related Vespa sale
Pink Vespa for Breast Cancer cause
Red Vespa for AIDS cause
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Thank you for your precious time!
Any questions or comments?
Or, go and buy a Vespa…