new doblo launch positioning & strategy
DESCRIPTION
NEW DOBLO LAUNCH POSITIONING & STRATEGY. Minivan (1B) Customer Segmentation. New Doblo Target Segment. Fiat Share. %48. %30. EMOTIONAL COMMERCEMAN. FAMILY PROVIDERS. COMBI LOVERS. CALCULATED COMMERCEMEN. %31. %17. New Doblo Target Customer Segment – Combi Lovers. Large Families. - PowerPoint PPT PresentationTRANSCRIPT
NEW DOBLO LAUNCHPOSITIONING & STRATEGY
Minivan (1B) Customer Segmentation
New Doblo Target Segment
CALCULATED COMMERCEMEN
EMOTIONAL COMMERCEMAN
FAMILY PROVIDERS
COMBI LOVERS
%48
%30
%31
%17
Fiat Share
New Doblo Target Customer Segment – Combi Lovers
Large FamiliesStrong Famiy Ties
%14 Ladies
Lise ve üniversite mezunu
Frequent Use the vehicle with family Weekend trips with
family
Attractive Design
Want Comfort & Safety
Go shoppping with the vehicle
I can travel comfortably
It looks so good I can show off to my neighbours...
What we want them to say:
It is so spacious
inside that all my family
have enough space
Communication Message
New Doblo. Most comfortable “Combi-Van” for Large Families.
NEW DOBLO CONSUMER LAUNCH
Target:
To reach maximum amount of people and to announce them the arrival of new Doblo.
To organize a consumer launch in all the 74 dealers at the same time. To increase the WOM effect by creating a viral campaign that build buzz. To influence the press for a big PR effect and get coverage.
Consumer Launch 13-19 February
Print / Outdoor Print
Consumer Launch – Teaser Campaign 13-19 February
“Turkey wonders what’s in the box in Taksim square”“The mysterious box is openning tomorrow night”
● 15- 18 Şubat – Usage of pre-news advertising space in 4 main TV
channels. (Advertorial)
● 17-18 Şubat - TV (special advertising space usage)
ALTBANT
● 15 -19 Şubat – 2 DJ Talk (2 most popular radio channel) DJ TALK
SHOW TV ATV STAR TV KANAL D
Consumer Launch – Teaser Campaign 13-19 February
The Launch Ceremony in Taksim Square 19 Şubat
Welcoming the New Doblo 20-21-22 Şubat
Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa
“Welcome New Doblo”
Results: Press Coveredge Ad
Equivalance: Press: 71,970 TL TV & Radio: 66,290 TL Total: 138,260 TL
The Newsletters:Hürriyet, Milliyet,
Zaman, Sabah, Posta, Bugün, HT
İstanbul, Auto Show
Kanal D News
Consumer Launch– Press Coveredge
Results Taksim Square Ceremony:
Standing: 2.500 visitors Mobile: 7500 – 8000 visitors
Consumer Launch - Results
Results: Web Site:
Visitors: 24,658 Active Visitors: 5,886
(make a guess) Total Guess: 44,578
Consumer Launch - Results
The question of the campaign was: Guess, what’s there in the box at Taksim square?
Results: Dealer Showrooms:
Visitors: 6,210 Customer Orders: 93
Consumer Launch - Results
Google Search Results:
( Compared with the competitors)
Consumer Launch - Results
NEW DOBLO LAUNCH CAMPAIGN
New Doblo Launch Campaign
TV Print
Radio OutdoorInternet CinemaMagazine
22 February – 31 March
TVC Radyo1 Radyo2 Radyo3
Print:
New Doblo Launch Campaign
Print:
New Doblo Launch Campaign
Outdoor:
New Doblo Launch Campaign
Aylık Pazarlama Toplantısı
Prompted Advertisement Awareness Fiat “Geniş Ailelerin Tercihi” “Geniş Ailelerin Tercihi” Overall
(%)Fiat
“Geniş Ailelerin Tercihi”
Overall
Sector
Overall
Fiat Advertisement
s
Sector
Model Advertisement
s
Fiat
Model Advertisement
s
Awareness 88 29 36 32 39
Correct Branding 87 20 28 21 32
Liking 8,30 7,22 7,26 7,2 7,52
Total number of ads - 69 16 38 9
Base 450 17925 5025 8155 2475
Aylık Pazarlama Toplantısı
%48
Aylık Pazarlama Toplantısı
Brand PerceptionFiat “Geniş Ailelerin Tercihi” “Geniş Ailelerin Tercihi”
Fiat “Geniş Ailelerin Tercihi”Advertisement
Top-3 Box (%)
Pre
Launch
Post
Launch
Manufacturing safety cars 25 32
Manufacturing quality and resistant cars 24 36
Suitable price 52 48
Manufacturing high tech cars 20 30
Aftersale Service is good 26 35
Innovative Brand 21 32
Manufacturing cars that cause less expenditure and economic 35 38
Positive effect to my firm’s prestige 22 31
Has different kinds of cars (products) that meets my business needs 21 35
High resale (secondhand) value 20 27
Has dealer and services that are specialized about LCV 21 34
Manufacturing well design cars 24 36
Auto manufacturer is a trustworthy company 25 39
Base 310 450
Pre Launch Period: 31.12.2009 - 25.02.2010Post Launch Period : 04.03.2010 – 08.04.2010
Except “Suitable price” and “Manufacturing cars that cause less expenditure and economic”image attributes, the brand perception values are significantly higher for the “Post Launch Period” when it is compared to “Pre Launch Period”.
Google also confirms that...
Aylık Pazarlama Toplantısı
Fiatdoblo.com.tr
Pre- launch: o Teasero Pre- sales / CRM customer form
Launch: o The model infoo Usage of social media to announce the siteo Banner usage
After Launch: o Detailed model infoo Supporting web campaigns
Fiatdoblo.com.tr
Internet: doblo.com.tr
Doblo POP Materials
Doblo POP Materials
Doblo Cargo DM KitDoblo Catalogue
Doblo Cargo Catalogue
Doblo Combi DM Kit
Doblo Promotional Materials
Doblo – Open Doors
27-28 February 6-7 March
Invitation
Invitation – E-mailing
New Doblo Roadshow with Nihat Sırdar
● Under the sponsorship of New Doblo Nihat Sırdar made stand-up shows in all around
Turkey. (23 cities/28 shows)
● The new Doblo was presented to the visitors. (Car Display/Branding/Films)
● The invitations of the show was distributed from showrooms of the dealers.
● The announcement of the show was done on radio and press.
New Doblo Roadshow with Nihat Sırdar
Direct Marketing Activities: Car Displays & Test Drive
- Haramidere Carrefour- Kaya Outlet- Bayrampaşa Forum- Ümraniye Carrefour- Maltepe Carrefour- Optimum Outlet- Viaport AVM- Çengelköy Maxicity
Avg. Test Drive: 60 people/day
• Daily (10:00 – 17:00) 1.600 business card/sticker- Güngören- Merter- Topkapı- Mecidiyeköy- Fulya- .....
Direct Marketing Activities: Guerilla to Competitors
Uğur Kıraathanesi
Direct Marketing Activities: «Esnaf» Guerilla
Yonca Ev Yemekleri
Kardeşler Pide ve Börek Salonu
Direct Marketing Activities: «Esnaf» Guerilla
Kastamonu Yardımlaşma Derneği (Kıraathane)
Direct Marketing Activities: «Esnaf» Guerilla
Amerikan Servis
Poster 1 – Doblo İlanı Poster 2 – Çaylar Doblodan
Post-it görünümlü cam sticker’ı
Business Card
NotDefteri
Direct Marketing Activities: Printed Materials