2EXECUTIVE SUMMARYAnalysis of the Compact Car Industry Compact cars are one of the most competitive markets in the industry with over 30 choices. Due to the rise in gas prices, and the eco-conscious state of today’s society, small cars are expected to escalate in popularity. This is reflected in the 21% increase since June of last year. Target Target audience consists of males and females between the ages of 18 and 26, who are most likely full time students attending college. Commute to school, therefore are gas conscious and drive a compact vehicle. Primary Research After conducting a survey with 268 college students, it was found that the majority of the target audience is unaware of the Chevrolet Sonic. Main competing brands were preferred by those who participated. The internet is the best tactic in reaching the target audience. Communication Strategy and Tactics Establishing awareness is the primary strategy for the campaign. This will be executed through guerrilla marketing, social media, and a promotional event. In order to effectively communicate this strategy, a simple, direct, and fun tone will be used. To interest students, the college discount program will be emphasized throughout the campaign. Cost Analysis The campaign was based on a $100,000 budget. Cost-Benefit Analysis The most beneficial tactics were chosen based on what the target audience prefers.
3SWOT ANALYSIS Strengths Weaknesses Opportunities Threats Chevrolet is a recognizable brandChevrolet is now a top contender in automotive reliabilityOnStar CapabilitiesChevrolet continues to struggle with their image because of past reliability issuesThe past target market was the Baby Boomer GenerationGeneration Y does not consider the brand Chevrolet as a trendy, modern carReaching out to a new target audienceChanging the brand imageTo take advantage of new media advertisingChevrolet has massive competition in the US small car automotive marketInstability in the current economic market has lead to a decrease in automotive salesPossibility of the brand being overlooked by Generation Y
4COMPETITIVE ANALYSIS Brand Consideration Competitive Sales Honda is the leading competitor for Chevrolet. Only 6% of Generation Y would consider purchasing a Chevrolet vehicle because it is mainly perceived to be of fair quality.Out of the 30 choices, these are the top four competing models of the Sonic.
5TARGET AUDIENCE Demographics Psychographics Generation Y (18-26 years of age)Income: $0-$12,000Sex: Male and FemaleRace/Ethnicity: AllOccupation: College students or recent college graduatesGeographic location: California State University, Fullerton and surrounding local colleges.Household size: 1 to 3 personsOpen-mindedDesires a sense of freedomTechnology savvyMulti-taskingPrioritizes familyQuestion authorityInvolved
6PRIMARY RESEARCH METHODOLOGY California State University, Fullerton Gen Y Chevrolet Sonic Internet SurveyView the survey atView the results at https://docs.google.com/document/pub?id=1ZDQfHzNcueYqVJhBm73tS6GAC3_WuRVO1iRfV_pzJMASample MethodA convenience sample of people between the ages of within the Orange County area.Sample size: 268 (117 males and 151 females)
7KEY INSIGHTS OF PRIMARY RESEARCH Product AwarenessMedia ConsumptionQ: How aware are you of the new 2012 Chevrolet Sonic?Q: Which type of media do you most commonly use?Result: 71% are unaware.Result: The internet is the most commonly used media.
8KEY INSIGHTS OF PRIMARY RESEARCH Directions: Rank in order of importance. (1 being the most important and 5 being the least important)Q: What features do you look for when purchasing a vehicle?Result: Price is the most important and engine is the least important.
9LIMITATIONS & OPPORTUNITIES ProblemGeneration Y is aware of Chevrolet but they do NOT trust the brandOpportunityGain consumer trust by showing the reliability of their productsProblemChevrolet is trying to reach a new target audience, however; Generation Y is unaware of the SonicOpportunityChange their advertising tactics from traditional to modern in order to cater toward Generation Y
10OBJECTIVES Communications Marketing To establish awareness of the Chevrolet SonicGeneration Y currently does not view Chevrolet as a top car brandTo gain preference by displaying the overall performance and value of the SonicGeneration Y prefers Honda.Research proves that compact cars are socially acceptableTo emphasize purchase of the Chevrolet Sonic through the use of interactive and promotional campaignsMarketingTo sell 20 vehicles within the campaign year.To increase awareness of the Sonic from 29% to 80% amongst Generation Y.
11CREATIVE STRATEGY Target Audience: 18 - 26 year olds Objective: To establish awareness and develop sales through non- traditional media.Strategy: To convince the target audience to purchase the Chevrolet Sonic instead of leading competitors because it is an affordable, technologically advanced vehicle that will give you everything that one desires.Considerations:Use the Chevrolet bowtie logo₁Use the word “giveaway” in all communications₁Use the appropriate disclaimers₁Vehicle images should be “grounded” and not appear to float in the air₁Tone: Simple, direct, and fun1) Edventure Partners & Chevrolet. (2011). Chevrolet sonic marketing challenge: Case study.
12EVENT “Experience the Ride” Cost: $50,000 The college campus event will showcase two Chevrolet Sonic vehicles as an opportunity for students to learn more. One of the vehicles will feature a virtual driving experience (VDE) where participants will be invited to sit in the Sonic. The virtual reality allows students to test drive the vehicle while remaining stationary. Surrounding digital screens and sounds will provide attendees with a real life experience. The VDE will last for approximately 3-5 minutes to allow every participant an opportunity to “experience the ride.”“Experience the Ride”Cost: $50,000
13EVENT “Experience the Ride” Giveaways Activities Food and drinks will be provided. All attendees will receive a reusable satchel bag containing a pen and information about the vehicle. The bag will be offered in six colors which represent those of the Sonic and have a handle that resembles a seatbelt.A photographer and DJ will be available for entertainment at the event. A link to all the pictures will be sent to students who enter their . All the pictures will be watermarked with the Chevrolet Sonic logo.
15GUERRILLA MARKETING Skid Marks Cost: $10,000 A distinct set of skid marks will span throughout the Cal State Fullerton campus catching students attention and ultimately leading them to the Chevrolet Sonic on campus event. Upon completion of the event, the skid marks will remain and lead to a large quick response code.Cost: $10,000
16GUERRILLA MARKETING Quick Response Codes Cost: $10,000 A quick response code is a two-dimensional barcode that people can scan using a smart phone application that will direct them to a specific website. With the growth of technology, QR codes are becoming more popular. Quick response codes will be placed on buildings within the Cal State Fullerton campus and lead to the Chevrolet Sonic website.Cost: $10,000
17GUERRILLA MARKETING “Chevrolet Intersection” Cost $10,000 The “Chevrolet Intersection” will be featured within the major cross-streets of the college campus. In the center of the intersection, a huge Chevrolet bowtie will be clearly visible as well as the word, “Sonic” in the adjacent crosswalks. This advertisement will be seen by both people driving and walking.Cost $10,000
18“Cheer On with Chevrolet” GUERRILLA MARKETING“Cheer On with Chevrolet”Cost: $10,000A personalized hand stamp featuring the Chevrolet bowtie logo and the word “Sonic” will be used at the entrance of Cal State Fullerton sporting events.
19Promotional Video “Date Night” Cost: $3,000 A promotional video on YouTube will demonstrate that the Chevrolet Sonic is everything that one desires. The cost will cover advertising the video on main search engines such as Google, Yahoo, and MSN using key words. Advertising the video will increase the audience viewership within the campaign year.
21Social Media Plan of Action: Support: Continue the use of social media networks, specifically Facebook, Twitter, and Google + for the Chevrolet Sonic to provide the opportunity for anyone to learn more about the product.Support:Generation Y spends more time online than watching television.₁About 1.8 hours a day has gone towards checking Facebook accounts, making Facebook the most commonly used form of social media.₂On average, 33 hours a month are spent on social media sites.₃NAS. (2009). Internet usage in the United States.Marketing Charts. ( ). Gen Y chooses texting, over socnets. Watershed Publishing.Ott, A. (2010). How social media has changed the workplace.
22PAY WITH A TWEET Cost: $8,000 (flash drives) Giveaways “Pay with a Tweet” is a payment system through social media networks where people pay by spreading the word about a product or brand. When paying with a Tweet individuals have the opportunity to receive a key chain flash drive on a first-come first-serve basis. The flash drive will contain information regarding the College Discount Program as well as additional information about the Chevrolet Sonic.Cost: $8,000(flash drives)Giveaways
23MEDIA STRATEGY Target Audience: 18-26 years Geographic Coverage: Local communities surrounding California State University, Fullerton.Continuity: Some media tactics will be executed year round whereas others will be emphasized during certain seasons due to higher traffic.Reach is more important because we want to increase awareness for the new product.Rationale: Use non-traditional media tactics in all creative executions.The majority of the budget will be devoted to the event whereas the remaining will be distributed throughout the rest of the tactics.
26MEASUREMENT STANDARDS & EVALUATION METRICS TacticMetricsEvent10,000 people will see the event5,000 people will participate at the event500 people will take the opportunity to view the photographsGuerrilla MarketingSkid Marks:30,000 individuals will view the advertisementQR Codes:5,000 individuals will take actionHand Stamp:10,000 individuals will receive and view the hand stampIntersection:67,000 individuals will see the advertisementSocial MediaFacebook: 300,000 people will become a fan of the pageTwitter: 3,000 people will become followersGoogle +: 15,000 people will add the Chevrolet Sonic to their fan circlePay with a Tweet1,500 will participatePromotional Video250,000 people will view the video(campaign year)
27COST / BENEFIT ANALYSIS Media TacticCostBenefitEvent$50,000Approximately 40,000 students attend a college₁Guerrilla Marketing$40,000Approximately 130,000 people will be exposed₁͵₃Social Media$0(FREE)Approximately 1 billion accounts exist₂͵₃Pay with a Tweet$8,000Approximately 175 million people worldwide have a Twitter account₃Promotional Video$3,000YouTube is used 30 billion minutes per month₅Admissions and Records. (2010). California State University, Fullerton.Albanesius, C. (2011). 25 million Google+ users, does it matter?Carlson, N. (2011). How many users does Twitter really have?City of Fullerton Traffic Volumes. (2008). City of Fullerton, California.Marketing Charts. (2011). Bing, YouTube top sites with most yoy visitor growth. Watershed Publishing.