Presentation on theme: "ANALYSIS SUMMARY o Japanese manufacturer of: ATV and Motorcycles Automotives Marine Motors o Japans second largest manufacturer of small cars and."— Presentation transcript:
SUMMARY o Japanese manufacturer of: ATV and Motorcycles Automotives Marine Motors o Japans second largest manufacturer of small cars and trucks o dominant presence in India's market holding 37% market share as of 2012 o introduced to the united states market in 1985
SITUATION o struggled to gain range of customers in us market due to: limited styles of vehicles poor communications strategy o resulted in withdraw from American market o Vehicle negatively viewed in America as a low cost low quality
ANALYSIS Industry knowledge and experience Motorcycle brand image Unique outdoor product Industry knowledge and experience Motorcycle brand image Unique outdoor product Communications strategy Quality Communications strategy Quality Strengths weaknesses
ANALYSIS Grow brand image Rise is auto- sales at end of the year(demand) GSXR model Grow brand image Rise is auto- sales at end of the year(demand) GSXR model Jump in sales may not be for long Decrease in motorcycle brand image Jump in sales may not be for long Decrease in motorcycle brand image opportunities threats
PLAN o reintroduce Suzuki to the American market o rebrand and recreate Suzuki’s image o reevaluate target market and communication style o recreate Suzuki’s customer loyalty
OPPORTUNITY o generation “y” (22-30 years of age) o capitalize on motorcycle drawn customer brand loyalty o rebuild reputation in Safety quality
MARKET o generation y low-moderate income in search of reliable car o Suzuki motorcyclists capitalize on brand loyalty use of Suzuki's brand year round o low income professionals located in cities and urban centers in need of a compact vehicle for parking and decent fuel economy o young outdoor and adventure seeking north americans whose climates are seasonal
COMMUNICATIONS o criticized for childish, toy like branding of their automotives in America o pez commercial (1992) pez commercial (1992) o optimus prime voiced commercial (1988) optimus prime voiced commercial (1988) o inconsistency amongst campaigns
COMMUNICATIONS o consistency o appeal to target markets
ANALYSIS - Revamp struggling brand by creating awareness -Secure North American auto presence -Sales growth objective for 2015 -2012: 3% Market share and sold 5,500 vehicles in Canada -Targeting generation y males and females. -outdoor and adventure seeking -Seasonal North American climate
-Will focus advertising on: -Magazines (Motorsports Magazine and Car and Driver) -Social Media Networks -TV (Motorsport TV and Car and Driver) -For existing Suzuki customers, get them to link existing qualities to future purchase decisions -For future customers, create the image that people will want to see themselves driving and experiencing both products ANALYSIS
IMPLEMENTATION 201320142015 TV Ads$7,800,000 $15,600,000 *($100,000/ad)(3 ads/show)(26 episodes) Magazine Ads$72,000**$144,000$450,000 ($3,000/pg)(12 issues)(2 magazines) Grand Prix + Monster Promo$100,000 (Car $10,000)(10 Events/Year) Total$7,972,000$8,044,000$16,150,000 *We will strategically chose weekly shows which fit our target market. During these shows our ad will be played 3 times. **In Year 2 we hope to branch out to at least 2 more magazines. - Spend carefully in our first year - Outlets chosen will tailor to our target markets lifestyle - Measure the success of the campaign as it progresses - Ads and Promotions timed and marketed strategically starting this May - Apply strength, which is adaptive in order to appealing to it s broad market
-We will be reaching a large target audience -In year one we will only be advertising in Motorsports Magazine and Car and Driver. -Negotiate contracts with magazine companies for ads at the right times and -Depending on the success of these ads, we will either increase ad frequency in our current magazines or extend to new ones.
-Create the image that everybody should jump on the Suzuki bandwagon -You can own a quality bike and car as a pair made by for under $25,000! -Time the ads so that we reach the proper market segment at right times. -Music, theme, setting -Motorsports Magazine and Car and Driver. -Increase or decrease our spending in the future depending on response
PROMO -Increase customer reach by building on their large target market -Opportunity to for Suzuki to increase brand -Begin with smaller and amateur racing events and eventually move our promotion to a larger scale. -Athletes as role models, this will get their fans to want to drive that car too.