VOLVO CAR USA

SCANDINAVIAN SIMPLICITYSOPHISTICATED STRATEGY

1Tuesday, April 19, 2016

Current Market?

-Age 65+-Safety-conscious-Have disposable

income

2Tuesday, April 19, 2016

Target MarketGeneration Y Value Luxury

Families

3Tuesday, April 19, 2016

Digital Strategy

• Surpass competitors

• Maintain current market

• Appeal to new target market

• Brand recognition

• Ultimately increase sales

• Competition

• Staying up-to-date with technology

• Incorporating more authentic social media strategy

Goals

Challenges

4Tuesday, April 19, 2016

Mobile

-User-friendly-Simplified menu-Mobile website-Mobile app

Social Media-Creative social media managers

-Authentic posts

-Encourage consumer interaction

5Tuesday, April 19, 2016

Internet Marketing• Purchase of Google Adwords

Safety

Luxury Millennials

FamilyLongevity

Reliability

TechnologyEco-friendly

6Tuesday, April 19, 2016

Internet Marketing Continued

-Search engine optimization-Other paid social media advertisements-Use of hashtags-Contests and sweepstakes

7Tuesday, April 19, 2016

Implement the New Campaign

• Goal: Launch new ad campaign by February ’17

• Run through July ’17

• Establish Key Performance Indicators for later evaluation

• Measure the outcomes

• Adjust plan and budget accordingly

8Tuesday, April 19, 2016

Budget

Google Adwords (increase)

-Daily: $25,000-Feb.-July: $4.5 million

Print Ads5%

New employees9%

Social/Web Marketing52%

Mobile Development10%

Google Adwords23%

Mobile Development (increase)

New Employees (increase)

Social Media/Internet Marketing (increase)

Print Ads (decrease)

-$2 million

-$1.7 million

-$10 million

$1 million

Total Budget:$19.2 Million

9Tuesday, April 19, 2016

Digital Strategy Conclusion

• Maintain loyal customers

• Appeal to new target market

• Recruit luxury-focused buyers

• Increased consumer interaction and sweepstakes

• Brand recognition

• Increased sales will eventually lead to increased profitability

10Tuesday, April 19, 2016