Minivan (1B) Customer Segmentation COMBI CUSTOMERS BUSINESS & PRIVATE USE CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN SOLE PRIVATE USE FAMILY PROVIDERS COMBI LOVERS
New Doblo Target Segment CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN FAMILY PROVIDERS COMBI LOVERS %48 %30 %31 %17 Fiat Share
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
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
Communication Message New Doblo. Most comfortable “Combi-Van” for Large Families.
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 13-19 February
Print / Outdoor Print Consumer Launch – Teaser Campaign 13-19 February “Turkey wonders what’s in the box in Taksim square”“The mysterious box is openning tomorrow night”
● 15- 18 Şubat – Usage of pre-news advertising space in 4 main TV channels. (Advertorial) ● 17-18 Şubat - TV (special advertising space usage) ALTBANT ALTBANT ● 15 -19 Şubat – 2 DJ Talk (2 most popular radio channel) DJ TALK DJ TALK SHOW TV ATV STAR TV KANAL D Consumer Launch – Teaser Campaign 13-19 February
Welcoming the New Doblo 20-21-22 Şubat Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa “Welcome New Doblo”
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
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?
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 Awareness8829363239 Correct Branding8720282132 Liking8,307,227,267,27,52 Total number of ads -6916389 Base 45017925502581552475
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 Base310450 Pre Launch Period: 31.12.2009 - 25.02.2010 Post Launch Period : 04.03.2010 – 08.04.2010 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”.
Google also confirms that... Aylık Pazarlama Toplantısı
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
Doblo – Open Doors 27-28 February6-7 March Invitation Invitation – E-mailing
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.