2. ANALYSIS

3. 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

4. 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

5. 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

6. 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

7. 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

8. VERSITILE SPORTY YOUNG ADVENTUROUS lifestyle ECONOMIC FRESH quality COMPACT SUZUKI

9. ANALYSIS

10. COMPETITION

11. OPPORTUNITY o generation “y” (22-30 years of age) o capitalize on motorcycle drawn customer brand loyalty o rebuild reputation in  Safety  quality

12. 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

13. OBJECTIVES

14. 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

15. COMMUNICATIONS o consistency o appeal to target markets

16. PLAN

17. 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

18. -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

19. 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

20. -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.

21. -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

22. 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.

23. CONTROL IMPLEMENTATION

24. SCHEDULE

25. OF CAMPAIGN

26. METHODS