THE GAME CHANGERSUNVEILING THE ALL NEW 2013 DODGE SEDAN

Agenda

• Charge

• Target Market

• Primary Research Findings

• Competition

• Positioning

• Campaign

• Budget

Charge

• Use the Sedan to make a name for Dodge in the C-

segment market

• Reposition Dodge as more youthful and refined by

targeting Millennials

• Do not alienate Boomers

• Goal to sell 130,000 units in peak year

Market Trends

• Small cars are perceived as “fun and

affordable”

• Manufacturers are adding advanced

technologies and refinements to small cars

• Enhancing safety, reducing exhaust emissions

and improving overall operating efficiency

• 40 MPG is the new 30 MPG

Source: Edmunds, Auto Mobile Mag,http://www.4voices.org/5-new-car-trends-for-2012.html

Millennials

• Size: 72 Million

• Look for brands that exhibit

purpose and

responsibility, have a

meaning behind them

• Believe technology is the

number one distinguishable

generational attribute

• Expect a greater level of

customization

• Prefer products that are

tools rather than toys

Source: Dodge, Nielsen

Millennial Trends

• Desire High-Tech Cars

• Millennials want the technology in their cars to

be as advanced as their smartphones

• GPS and a port to plug in their digital music

players, should be standard options

• Being connected = a feeling of success and

status

• Desire Space-Efficient and More Customizable

Vehicles

Source: Frost & Sullivan, Wakefield

Millennial Car Purchase Influences

• Prior Brand Experience

• Test Driving

• Advice from Friends/Family

• Online resources (objective information)

• Edmunds.com

• Consumer Reports

• Kelley Blue Book

Source: Primary Data

Millennial Decision Making Process

Source: Primary Data

Consult family and friends about their brand experiences and opinions.

Choose their most important attributes in a vehicle.

Research vehicles that fit their “ideal” image based on the chosen attributes.

Narrow down choices to roughly three.

Visit dealerships for test drives and hands-on experience.

Make purchase decision.

Target Market

Demographics

• Young Professionals

• Currently Employed• 53 million

• Graduated from College

• No children

• Residing in Urban and Coastal Regions

• Roughly Ages 22-30

Characteristics

• Main decision maker

• Constantly on-the-go

• Depend heavily on phone

Source: U.S. Census

Research Objectives

• Discover where Dodge is currently positioned in

the minds of Millennials compared to

competition

• Gather opinions and importance weight of

various attributes relative to the car purchase

process

• Gain insight to the main influences on

Millennials during their decision process

Primary Research

• Survey • Sample Size = 243

• Respondents

• 62% female

• 38% male

• Average age: 26.4

• Range: 18-30

• In-depth Interviews• Sample Size = 10

• Respondents

• 60% female

• 40% male

• Average age: 24

Source: primary data

Important Attributes for Millennials

Source: primary data

Attribute Mean Importance

Reliability 8.33

Price 7.86

Safety 7.65

Appearance 7.63

Fuel Efficiency 7.25

Brand Reputation 7.05

Technology 6.84

Ratings based on 1–9 Likert Scale

Current Dodge Brand Perception

• Current Brand Perception

• Poor familiarity rating: 4.48

• Poor opinion rating: 3.78

• Dodge Associations

• “Ram”

• “Trucks”

• “Not reliable, waste of money”

• “Red Neck”

• “Durango, poor quality, Chrysler”

• “Bigger vehicle, trucks, look like tanks”

Source: Primary Data

Our Solution

• Benefit from the launch of the completely new

2013 Sedan as the first Dodge in C-Segment

class

• Use the new Sedan to create a new image for Dodge

and in turn increasing opinion and familiarity ratings

• Leverage New Innovative and Advanced Dodge

Technology

• Capitalize on Stylish Appearance

Source: primary data, CNBC

Dodge Sedan Features

Competition

Key Competitors

Source: Polk

Attribute Association Among Competitors

Attributes Importance Ford Honda Hyundai Volkswagen Dodge

Reliability 8.33 6.07 4.90 6.91 5.95 5.22

Price 7.86 6.29 5.47 6.56 5.61 5.02

Safety 7.65 6.54 5.02 6.79 6.27 5.47

Appearance 7.63 6.04 4.68 5.76 5.78 5.03

Fuel

Efficiency 7.25 5.54 5.46 6.82 6.35 4.41

Brand

Reputation 7.05 6.69 4.56 6.64 5.81 5.15

Technology 6.84 6.17 5.20 6.11 6.16 5.02

Source: Primary Data

Dodge’s Right-to-Win

Appearance

• 96 color and trim combos

• Dodge signature LED racetrack tail lamp

• Premium soft touch interior

Technology

• 8.4-inch touch screen

• 7-inch customizable cluster display

• Heated Steering Wheel, Rear back-up camera, Blind Spot Monitoring and Rear Cross Path Detection

Source: Dodge

Consumer Reports

Appearance: 25%

Technology/Innovation: 17%

Technology importance has increased 2% since 2010

Our Positioning

The Dodge Sedan embraces a

stylish appearance and state-of-the-

art technology.

Source: primary data

Campaign Emotion

Connectedness

friends, family, technology, work

Prepared

Independent

Confident

Secure

Accomplished

Source: Primary Data

Campaign Theme

Connection.

• Connection through technology, family, friends.

• Millennials want to feel connected at all times.

Dodge Campaign

• One year

• Budget: $100,000,000

• National and Local

• Key Geographic Areas

• Chicago

• Detroit

• Northeast

• Florida

• Texas

• California

TimelineJanuary 9th,

Auto Show Reveal Dealer Rollout

December

2011

January

2012

February

2012

March

2012

April

2012

May

2012

June

2012

July

2012

August

2012

September

2012

October

2012

November

2012

December

2012

Teaser

Online

Banners

Superbowl

Commercial

Dodgeball

Tournament

Dodge Tailgate

Tour

Dodge Tour Holiday Campaign

Design Your

Dodge

Teaser

Commercial

Simulation

Vehicle

Traditional

Media

How the Grinch Stole

the Sedan

PurchaseConsiderationInterestAwarenessPre-

Awareness

Pre-Awareness

Objective

Spark Initial Interest

Gain followers on our social media sites

Timing

December 2011

Pre-Awareness

Pre-Awareness

December

2011

Teaser

Online

Banners

Teaser

Commercial

Teaser Banner Ad

Placement on news, gossip, and sport websites

Source: primary data, mediamark

Pre-Awareness

Teaser Options

Pre-Awareness

Teaser Commercial

Placement on Dexter, Tosh.O, The New Girl, RHW Source: mediamark, primary data

Pre-Awareness

Facebook

• Utilize current Facebook

page

• Provide an outlet to notify

followers of upcoming

events

• Contest for the most

creative & quirky tagline

• Over 51,000,000 visits each

month

• 65% of 18-29 year olds use

social networking sites

Source: comScore, Pew Research Center

Pre-Awareness

Twitter

Pre-Awareness

Twitter

• Potential for extreme engagement/increased followers• Volkswagen: 52% engagement

• Linked to a live unveiling of the new VW, which was teased during a Super Bowl ad

• Old Spice: 36%

• Sales up 170% for month

• Ford: 34%

• Tweet linked to exclusive Spy Photos

of the new Ford Mustang

• 18% of 18-29 year olds use Twitter

Source: CNBC, Pew Research Center

Pre-Awareness

Dodge Updates on YouTube

• Live news feed for Auto

Show Reveal

• Share news coverage on

Dodge Sedan

• Home for TV commercials

• 92% of 18-29 year olds

have used video-sharing

sites

Source: comScore, Pew Research Center

Pre-Awareness

Microsite

Pre-Awareness

Y.O.U. ConnectedYoung. Organized. Up-to-date.

• Organizer/Networking tool• Calendar

• To-Do Lists

• Daily advice columns from professionals in various fields

• Track local activities• Festivals, volunteer

opportunities, etc.

• “Top 25” App on iTunes

Pre-Awareness

AwarenessObjective

Create Positive Associations with Dodge

Timing

January – February 2012

Awareness

Pre-Awareness

December

2011

January

2012

February

2012

Awareness

January 9th,

Auto Show Reveal

Teaser

Online

Banners

Superbowl

Commercial

Teaser

Commercial

Simulation

Vehicle

Dodge Simulation Vehicle

• Dodge Sedan revealed at

January 9th Detroit Auto

Show

• Full interior

• Interactive features

• Dashboard

• Touch pad

• Plug in their own music

Awareness

Inside Simulation Vehicle

Super Bowl Commercial

Awareness

Why Super Bowl Commercial?

• 100 million plus viewers

• The tremendous brand-building power of the Super Bowl

itself doubles the (ROI) returns

Source: Adweek

Awareness

InterestObjective

Gain “information seekers” on our Sedan

Timing

March 2012

Interest

Pre-Awareness

December

2011

January

2012

February

2012

March

2012

Awareness

January 9th,

Auto Show Reveal

Teaser Online

Banners

Superbowl

Commercial

Teaser

Commercial

Simulation

Vehicle

Interest

Dodgeball

Tournament

Dodgeball Tournament

Interest

Dodgeball Flyer

• New York

• Los Angeles

• Chicago

• Dallas

• Houston

Interest

Dodgeball Tournament

Dodgeball Event

Interest

Microsite

Interest

Twitter

Interest

ConsiderationObjective

Have the Sedan be top of mind in reference

to C-segment vehicles

Timing

April - May 2012

Consideration

Pre-Awareness

December

2011

January

2012

February

2012

March

2012

April

2012

May

2012

Awareness

January 9th,

Auto Show Reveal

Teaser

Online

Banners

Superbowl

Commercial

Teaser

Commercial

Simulation

Vehicle

Interest

Dodgeball

Tournament

Dodge Tailgate Tour

Design Your Dodge

Traditional

Media

Consideration

Magazines

Source: Mediamark

Consideration

Print Advertisements

Consideration

Print Advertisements

Consideration

Online Advertising

Source: Mediamark

Consideration

Online Advertising

Consideration

Online Advertising

Consideration

Hulu

• Over 24,000,000 views each month

• Only 35% of Millennials say they watch TV episodes live

Source: comScore

Consideration

Design Your Dodge

• Research App• Help Millennials stay connected

at dealership

• Having all purchase information available

• Interactive dash board that people can customize and see what its capabilities are• Price-drop alerts

• Live chat w/ representative

• Zoom in on the touch screen

• 360 view of car: interior and exterior

• “Top 25” App on iTunes

Source: Wakefield, Microsoft

Consideration

TV Shows

May-August

• ESPN

• NBA Finals

• MLB games

• Summer Olympics (July

27th-August 12th)

September-December

• Sunday Night Football

• Monday Night Football

• Grey’s Anatomy

• Family Guy

• The Office

• Tosh.O

Source: Mediamark

Consideration

PurchaseObjective

Reach our goal of 130,000 units

Timing

June - December 2012

PurchaseJanuary 9th,

Auto Show Reveal Dealer Rollout

December

2011

January

2012

February

2012

March

2012

April

2012

May

2012

June

2012

July

2012

August

2012

September

2012

October

2012

November

2012

December

2012

Teaser

Online

Banners

Superbowl

Commercial

Dodgeball

Tournament

Dodge Tailgate

Tour

Dodge Tour Holiday Campaign

Design Your

Dodge

Teaser

Commercial

Simulation

Vehicle

Traditional

Media

How the Grinch Stole

the Sedan

PurchaseConsiderationInterestAwarenessPre-

Awareness

Dodge Tailgate Tour

• Travel to popular Summer 2012 events promoting the new

Dodge Sedan

• Music Festivals

• Food Festivals

• Athletic Events

• Simulation Vehicle

• Tent with Giveaways

• Advertise with local

news and radio

Purchase

Tour Target Cities

Purchase

Tour Target Cities

Purchase

Sports Promotions

• Pre and Post Game Reports

• Billboards on stadium walls

• Advertise on Fantasy League

Sites

• Simulation car at stadiums

• Advertise with local radio

stations

Purchase

December Auto Sales

• Car sales (excluding SUVs) manufactured in North America were 22.7% higher on average in December than in November

• December incentive programs, makes this the best car buying time for consumers

Source: econbrowser

Purchase

Holiday Print Ad

Purchase

Holiday Print Ad

Purchase

Purchase

Holiday Print Ad

Purchase

The Grinch Stole the Sedan

• Similar to the Dodge

Journey Search

• 4 Sedans hidden in

metropolitan cities

throughout the country

• Provide Holiday related

clues

• “Download the holiday

themed Y.O.U. Connected

App for the latest clue”

Purchase

The Grinch Stole the Sedan

Advertisements

Purchase

Budget

Awareness Interest Consideration Purchase

44,217,687 21,666,666 6,500,000 130,000

74% 49% 30% 2%

Budget

Simulation Vehicle $ 250,000

Online Banner Ads $ 1,750,000

Social Media $ 4,250,000

Commercial Production $ 1,250,000

Super Bowl Commercial $ 4,500,000

Events $ 5,650,000

Sports Sponsorships $ 20,130,000

Print Ads $ 17,250,000

Commercials $ 40,000,000

Grinch "Stolen Car" $ 2,100,000

Mobile App $ 1,375,000

Misc $ 1,495,000

Total: $ 100,000,000

Simulation Vehicle

Online Banner Ads

Social Media

Commercial Production

Super Bowl Commercial

Events

Sports Sponsorships

Print Ads

Commercials

Grinch "Stolen Car"

Mobile App

Misc

WRAP IT UP

• Overall goals

• Position

• Most impt. tactics

• How everything plays

off emotion

Appendix-Dodge Tour

May

Detroit, MI The Detroit Downtown Hoedown, The DEMF /

Movement / Fuse-In electronic music festival

Columbus, OH Rock on the Range

NYC, NY Bike New York , Ninth Avenue International

Food Festival

Myrtle Beach, SC Mayfest on Main

Charleston, SC Angel Walk, Lowcountry Splash

Houston, TX Cinco de Mayo Celebration

Los Angeles, CA Pasadena Marathon

Appendix-Dodge Tour

June

Chicago, IL Chicago Country Music Festival, Taste of

Chicago, 13.1 Chicago Half Marathon

Philadelphia, PA First Union US Pro Cycling Championship,

First Union Liberty Classic

Washington D.C Fort Reno Summer Concert Series, National

Race for the Cure

Memphis, TN Bonnaroo Music Festival

Orlando, FL Champions Mud Bash, Run for Her Life 5K

Race, ORC Race into Summer 5K Race

Tampa, FL Picnic Island 3.6 Mile Adventure Run

San Diego, CA Ocean Beach Street Fair and Chili Cook-Off ,

San Diego Marathon

Appendix-Dodge Tour

July

Boston, MA Boston Harborfest

Miami, FL Funkshion: Fashion Week Miami Beach,

Miami Spice Kickoff Event and Fundraiser

Dallas,TX Goatneck 100k Bike Race

San Francisco, CA San Francisco Marathon

Milwaukee, WI Summerfest Music Festival

Professional Sports Seasons

PurchaseConsideration