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www.clean-drive.eu
CLEAN DRIVE How to Tap into the Green Market
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 02.08.2011
www.clean-drive.eu
How to Tap Into the Green Market
• Other commercial entities and how their marketing campaigns have changed!
• Customer demand related sales (Examples of customers taken from additional Irish surveys)
• Economic Motivators to Sell Cars(MORI stats)• Campaign development for clean vehicles• Info material about efficient cars / alternative fuels
(own brand and competitors)
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
www.clean-drive.eu
Other Commercial Entities and How their Marketing has
“Changed”
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
Adds From 1984:
http://www.youtube.com/watch?v=YfZkrULXcCs&feature=related
www.clean-drive.eu
Other Commercial Entities and How they have “Changed” their Marketing Campaign
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
Adds from 2011:
Ford Fiesta - http://www.youtube.com/watch?v=HwtmfeyTNV4
Gillette - http://www.youtube.com/user/gillette?blend=21&ob=5
Marathon - http://www.youtube.com/watch?v=6e0Gsn4khss
Bord na Mona -
www.clean-drive.eu
Other Commercial Entities and their Effectiveness!
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
“A humorous commercial from Snickers ranked #1 as the most effective ad for the first quarter of 2011 in a survey by Ace Metrix.
The study results came from a survey of 500 consumers that represent the television viewing audience.
Humour is almost always popular in advertising, and the Snickers commercial created by BBDO is a perfect example of how even offbeat humour can drive positive results.
The survey asked respondents to identify how much they liked the commercials presented as well as how much they want the product or service being advertised.”
Source: www.corporate-eye.com , 2011
www.clean-drive.eu
How to Tap Into the Green Market
• Other commercial entities and how their marketing campaigns have changed!
• Customer demand related sales (Examples of customers taken from additional Irish surveys)
• Economic Motivators to Sell Cars(MORI stats)• Campaign development for clean vehicles• Info material about efficient cars / alternative fuels
(own brand and competitors)
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
www.clean-drive.eu
Customer Demand Related Sales – Tipperary
2011
87% are over 40 years old!
In the >65s, 83% are male and only 50% have children!
www.clean-drive.eu
Customer Demand Related Sales – Tipperary
2011
1st Reason: Lower Running Costs
2nd Reason: Better Value for Money
3rd Reason: Better for the Environment
www.clean-drive.eu
How to Tap Into the Green Market
• Other commercial entities and how their marketing campaigns have changed!
• Customer demand related sales (Examples of customers taken from additional Irish surveys)
• Economic Motivators to Sell Cars (MORI stats)• Campaign development for clean vehicles• Info material about efficient cars / alternative fuels
(own brand and competitors)
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
www.clean-drive.eu
Economic Motivators to Sell Cars – MORI Stats
www.clean-drive.eu
Economic Motivators to Sell Cars – MORI Stats
• EU-objective: 130 g/km in average until 2012-2015
• Weight related
• €95 in penalty fee per sold car and gram CO2!
• CO2=130 + a * (M-M0)
• M = mass of vehicle in kg, M0= 1372 kg, and a=0.0457
www.clean-drive.eu
Economic Motivators to Sell Cars – MORI Stats
• Example: Volkswagon
• 2009: 152g/km @ 1410kg weight
• 2015: 133g/km @ 1410kg weight
• If BAU in 2015, €1805 fine for manufacturer per car!!
Must Market Clean Cars! Cannot Rely on Government Subsidies!!
www.clean-drive.eu
Decrease of emissions – 2 ways
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 10.03.2011
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www.clean-drive.eu
White paper 2011
• By 2050, key goals will include:• No more conventionally-fuelled cars in cities.• 40% use of sustainable low carbon fuels in
aviation; at least 40% cut in shipping emissions.• A 50% shift of medium distance intercity
passenger and freight journeys from road to rail and waterborne transport.
• All of which will contribute to a 60% cut in transport emissions by the middle of the century.
www.clean-drive.eu
How to Tap Into the Green Market
• Other commercial entities and how their marketing campaigns have changed!
• Customer demand related sales (Examples of customers taken from additional Irish surveys)
• Economic Motivators to Sell Cars (MORI stats)• Campaign development for clean vehicles• Info material about efficient cars / alternative fuels
(own brand and competitors)
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
www.clean-drive.eu
Overview - the Action Model
Step 1Current
situation
Step 4MonitoringEvaluation
Step 2Goals
Training
Step 3CampaignsNetworking
Clean Drive is based upon a working model tested in a Swedish pilot project with good results. It is structured like a management system which aims to support car dealer business to increase their sale of cleaner vehicles.
Contract: IEE/09/688/SI2.558236Duration:17.04.2010 to 16.04.2013Created: 16.04.2011
www.clean-drive.eu
Clean Drive Campaigns in Other Countries
• Germany – – Setting up a Clean Drive Club
• Sweden– Clean Vehicle Information Stand at Car Dealers
• UK– Eco Driving Competition and Info Stand
• Latvia– Clean Drive Conference, Car Leasing Company – Deals on
Clean Vehicles
• Slovenia– Clean Car and Clean Train
www.clean-drive.eu
www.clean-drive.eu
Clean Drive Campaign Tipperary 2012
• Discussion and Ideas– Clean Vehicle Info Stand– Expand Clean Drive Club– Exhibitions– Clean Vehicle Rally?– Info Stands at Library e.g. Clonmel– Electric Vehicle Trails– Humour?