suzuki burgman brand campaign

Burgman

Venkitachalam*Peck*Rasoli*Melograna

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunitySituation Analysis

Fuel prices stack up

An Affair to Remember


Americans are driving less


Smaller is better


Two wheels are better than four


People are looking for driving alternatives

Situation Analysis QuestionsMetricsBudgetCreative ExecutionsStrategyTargetBrand StrategyOpportunity

Build a platform that is sustainable beyond any

economic trend.

QuestionsMetricsBudgetCreative ExecutionsStrategyTargetOpportunityBrand Objective


Feb 08 Jun 08 Jul 08 Aug 08 Sep 08

13%15%

23%25%

3%

$145

$86

$140

$120 $108

% Americans who found Gas Prices as #1 Issue

“Cheaper Gas, Calmer Debate” - Peter Coy, BusinessWeek 9/15/2008

QuestionsMetricsBudgetCreative ExecutionsStrategyOpportunityBrand StrategyTarget


Motorcycles

Small Scooters

Larger Scooters

Car Drivers


Motorcycles

Small Scooters

Larger Scooters

Car Drivers

Stigma against scooters


Motorcycles

Small Scooters

Larger Scooters

Car Drivers


Price and Function


Motorcycles

Small Scooters

Larger Scooters

Car Drivers


Price and Function

Technical Details


Motorcycles

Small Scooters

Larger Scooters

Car Drivers


Price and Function

Technical Details

Lack of awareness


Motorcycles

Small Scooters

Larger Scooters

Car Drivers

{Not a long term strategy


Motorcycles

Small Scooters

Larger Scooters

Car Drivers


Car Drivers

Practical Dreamer:Burgman owners

minus the Burgman.


Car Drivers


Motorcycle Dreams

QuestionsMetricsBudgetCreative ExecutionsOpportunityBrand StrategyTargetStrategy


The Burgman is what you wanted then, for what you need now.


Why the Burgman?


If you could change anything, what would it be?


How involved are you with your Burgman and staying connected to the Burgman community?


Practical Dreamers


Burgman Owners

Practical Dreamers


Recognize, listen, and mobilize.

“I love my burgman but the brand doesn’t really mean anything

to me.”

“I love my burgman and i am proud

ambassador of the burgman name and

brand.”

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative ExecutionsE

nter

Bur

gman

Ow

ners

“I had many childhood dreams I had to give

up for a more practical lifestyle.”

“The Burgman sounds great, but it must be too good to be

true.”

“I want proof that this thing is for real and right for me!”

“I can’t believe I didn’t know about

the Burgman before!”

Strategy: Recognize, listen, and mobilize.

Consumer JourneyPractical Dreamers

Burgman Owners

Strategy: The Burgman is what you wanted then, for what you need now.

Situation Analysis QuestionsMetricsBudgetOpportunityBrand StrategyTargetStrategyCreative Executions

“I had many childhood dreams I had to give up for a

more practical lifestyle.”

Stage 1 - Practical Dreamers“A lifestyle change without changing your lifestyle.”

Non Trad

1 gal.


Stage 2 - Practical DreamersIn practical terms . . .

“The Burgman sounds great, but it must be too good to

be true.”

Consumer Database

Stage 1 - Burgman OwnersThank you

“I love my burgman but the brand doesn’t really mean anything

to me.”

Loyalty Initiative


Stage 3 Coming Together

“I want proof that this thing is for real and right for me!”

“I love my burgman and i am proud ambassador

of the burgman name and brand.”

USA Burgman Tour

10 Burgman Owners

Meet with potential buyers

Document experience

Dealership Training

Fairy Godparents

UGC part of the site


Stage Four - Practical DreamersIndoctrination

“I can’t believe I didn’t know about the

Burgman before!”

Coupons

Apparel

Situation Analysis QuestionsMetricsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudget

Fairy Godparents2%

Brand Loyalty Initiatives10%

OOH20%

Burgman Tour20%

Web Initiatives20%

Product Placement8%

Print20%

Brand Awareness Enquiries @ Dealership

Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics

Web Site Registrations

Prospective Buyers Database

Fairy Godmother tour registrations

Brand Awareness Enquiries @ Dealership

PR Buzz

Situation Analysis QuestionsOpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetrics

Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions

Tatiana

Situation Analysis OpportunityBrand StrategyTargetStrategyCreative ExecutionsBudgetMetricsQuestions

Questions?

suzuki burgman brand campaign

Documents

gas prices

burgman owners

issuecheaper gas

upan affair

calmer debate peter

economic trend