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NEW DOBLO LAUNCH POSITIONING & STRATEGY. Minivan (1B) Customer Segmentation COMBI CUSTOMERS BUSINESS & PRIVATE USE CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN.

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Presentation on theme: "NEW DOBLO LAUNCH POSITIONING & STRATEGY. Minivan (1B) Customer Segmentation COMBI CUSTOMERS BUSINESS & PRIVATE USE CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN."— Presentation transcript:

1 NEW DOBLO LAUNCH POSITIONING & STRATEGY

2 Minivan (1B) Customer Segmentation COMBI CUSTOMERS BUSINESS & PRIVATE USE CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN SOLE PRIVATE USE FAMILY PROVIDERS COMBI LOVERS

3 New Doblo Target Segment CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN FAMILY PROVIDERS COMBI LOVERS %48 %30 %31 %17 Fiat Share

4 New Doblo Target Customer Segment – Combi Lovers Large Families Strong Famiy Ties %14 Ladies Lise ve üniversite mezunu Frequent Use the vehicle with family Weekend trips with family Attractive Design Want Comfort & Safety Go shoppping with the vehicle

5 I can travel comfortably It looks so good I can show off to my neighbours... What we want them to say: It is so spacious inside that all my family have enough space

6 Communication Message New Doblo. Most comfortable “Combi-Van” for Large Families.

7 NEW DOBLO CONSUMER LAUNCH

8 Target:  To reach maximum amount of people and to announce them the arrival of new Doblo.  To organize a consumer launch in all the 74 dealers at the same time.  To increase the WOM effect by creating a viral campaign that build buzz.  To influence the press for a big PR effect and get coverage. Consumer Launch February

9 Print / Outdoor Print Consumer Launch – Teaser Campaign February “Turkey wonders what’s in the box in Taksim square”“The mysterious box is openning tomorrow night”

10 ● Şubat – Usage of pre-news advertising space in 4 main TV channels. (Advertorial) ● Şubat - TV (special advertising space usage) ALTBANT ALTBANT ● Şubat – 2 DJ Talk (2 most popular radio channel) DJ TALK DJ TALK SHOW TV ATV STAR TV KANAL D Consumer Launch – Teaser Campaign February

11 The Launch Ceremony in Taksim Square 19 Şubat

12 Welcoming the New Doblo Şubat Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa “Welcome New Doblo”

13 Results:  Press Coveredge Ad Equivalance:  Press: 71,970 TL  TV & Radio: 66,290 TL  Total: 138,260 TL The Newsletters: Hürriyet, Milliyet, Zaman, Sabah, Posta, Bugün, HT İstanbul, Auto Show Kanal D News Consumer Launch– Press Coveredge

14 Results  Taksim Square Ceremony:  Standing: visitors  Mobile: 7500 – 8000 visitors Consumer Launch - Results

15 Results:  Web Site:  Visitors: 24,658  Active Visitors: 5,886 (make a guess)  Total Guess: 44,578 Consumer Launch - Results The question of the campaign was: Guess, what’s there in the box at Taksim square?

16 Results:  Dealer Showrooms:  Visitors: 6,210  Customer Orders: 93 Consumer Launch - Results

17 Google Search Results: ( Compared with the competitors) Consumer Launch - Results

18 NEW DOBLO LAUNCH CAMPAIGN

19 New Doblo Launch Campaign TV Print Radio Outdoor Internet Cinema Magazine 22 February – 31 March TVC Radyo1Radyo2 Radyo3

20 Print: New Doblo Launch Campaign

21 Print: New Doblo Launch Campaign

22 Outdoor: New Doblo Launch Campaign

23 Aylık Pazarlama Toplantısı “Geniş Ailelerin Tercihi” Prompted Advertisement Awareness Fiat “Geniş Ailelerin Tercihi” Overall (%) Fiat “Geniş Ailelerin Tercihi” Overall Sector Overall Fiat Advertisement s Sector Model Advertisement s Fiat Model Advertisement s Awareness Correct Branding Liking8,307,227,267,27,52 Total number of ads Base

24 Aylık Pazarlama Toplantısı %48

25 Aylık Pazarlama Toplantısı Brand Perception “Geniş Ailelerin Tercihi” Fiat “Geniş Ailelerin Tercihi” Fiat “Geniş Ailelerin Tercihi”Advertisement Top-3 Box (%) Pre Launch Post Launch Manufacturing safety cars2532 Manufacturing quality and resistant cars2436 Suitable price5248 Manufacturing high tech cars2030 Aftersale Service is good2635 Innovative Brand2132 Manufacturing cars that cause less expenditure and economic3538 Positive effect to my firm’s prestige2231 Has different kinds of cars (products) that meets my business needs2135 High resale (secondhand) value2027 Has dealer and services that are specialized about LCV2134 Manufacturing well design cars2436 Auto manufacturer is a trustworthy company2539 Base Pre Launch Period: Post Launch Period : – Except “Suitable price” and “Manufacturing cars that cause less expenditure and economic” image attributes, the brand perception values are significantly higher for the “Post Launch Period” when it is compared to “Pre Launch Period”.

26 Google also confirms that... Aylık Pazarlama Toplantısı

27 Fiatdoblo.com.tr

28 Pre- launch: o Teaser o Pre- sales / CRM customer form Launch: o The model info o Usage of social media to announce the site o Banner usage After Launch: o Detailed model info o Supporting web campaigns Fiatdoblo.com.tr

29 Internet: doblo.com.tr

30 Doblo POP Materials

31 Doblo Cargo DM Kit Doblo Catalogue Doblo Cargo Catalogue Doblo Combi DM Kit

32 Doblo Promotional Materials

33 Doblo – Open Doors February6-7 March Invitation Invitation – ing

34 New Doblo Roadshow with Nihat Sırdar ●Under the sponsorship of New Doblo Nihat Sırdar made stand-up shows in all around Turkey. (23 cities/28 shows) ● The new Doblo was presented to the visitors. (Car Display/Branding/Films) ●The invitations of the show was distributed from showrooms of the dealers. ● The announcement of the show was done on radio and press.

35 New Doblo Roadshow with Nihat Sırdar

36 Direct Marketing Activities: Car Displays & Test Drive - Haramidere Carrefour - Kaya Outlet - Bayrampaşa Forum - Ümraniye Carrefour - Maltepe Carrefour - Optimum Outlet - Viaport AVM - Çengelköy Maxicity Avg. Test Drive: 60 people/day

37 Daily (10:00 – 17:00) business card/sticker - Güngören - Merter - Topkapı - Mecidiyeköy - Fulya Direct Marketing Activities: Guerilla to Competitors

38 Uğur Kıraathanesi Direct Marketing Activities: «Esnaf» Guerilla

39 Yonca Ev Yemekleri Kardeşler Pide ve Börek Salonu Direct Marketing Activities: «Esnaf» Guerilla

40 Kastamonu Yardımlaşma Derneği (Kıraathane) Direct Marketing Activities: «Esnaf» Guerilla

41 Amerikan Servis Poster 1 – Doblo İlanıPoster 2 – Çaylar Doblodan Post-it görünümlü cam sticker’ıBusiness Card Not Defteri Direct Marketing Activities: Printed Materials


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