Download Deck - Skyler Kanegi

InnoTech presents
Can Buick’s success in China be used to improve
marketing in the United States?
Chinese American market: Yes
General American market: No
We do not have the budget to implement a
marketing campaign nationwide.
T op 10 D MAs
LOS ANGELES
SAN FRANCISCO
NEW YORK
HOUSTON
WASHINGTON DC
Referenced from case materials.
BOSTON
SEATTLE
DALLAS
CHICAGO
PHILADELPHIA
T ota l top 10
% of U S
Chine se
R e gistra tions
21.2%
12.6%
12.4%
3.8%
3.2%
2.9%
2.6%
2.5%
2.4%
2.3%
65.9%
1.
2.
3.
4.
Los Angeles
San Francisco
New York
Houston / Dallas
Phase 1: Introduce Concept
Phase 2: Redefine Identity
Phase 3: Guerrilla Marketing
Duration: 5 months
Cost: $200,000 / 10%
1. Increase customer awareness of product through
inexpensive forms of advertisement.
2. Begin to build association of product to key value
words.
1. Chinese-language Google AdSense
2.Banner ads on CNN.com
3. Demographic-specific ads on Facebook
4.Promotional website
5.Chinese-language networking forum
Budget: $15,000
Data from adwords.google.com
1. High percentage of
affluent AsianAmericans in target
age group
2. Primarily news, with
the highest traffic of
any news site
3. Large percentage of
traffic is from unique
visitors
Budget: $30,000
Data from www.quantcast.com
1. High percentage of
affluent AsianAmericans
2. High percentage of
young people, which
allows entry into high
school/college market
Budget: $10,000
Data from www.quantcast.com
Theme: Looking for the perfect car?
• Appeals to the focus group
• Builds association of Buick with perfection
• Utilizes testimonials from buyers in China
Domain name: www.tiaoche.com (“pick a car”)
Layout: PHP
Splash: welcome message, preview of forum
Purpose: Let Chinese American customers
interact with Chinese owners and exchange
questions about Buick specs, pros and cons.
1. Designed for customers interested in the
perfect car.
2. Allows for discussion about Buick as a car
Moderators: voluntary Buick fans from either
China or the states who will correct
misconceptions about Buick
1. YouTube video competition
2.Banner ads on CNN.com
3. Promotional website
Nation-wide competition for best Buick ad.
Round 1: two weeks / $1,000 (20)
Round 2: month / $2,000 (5)
Round 3: two months: $5,000 (2)
Round 4: three months / $10,000 (1)
Total budget: $50,000
1. High percentage of
affluent and educated
Americans
2. Primarily news, with
the highest traffic of
any news site
3. Large percentage of
traffic is from unique
visitors
Budget: $75,000
Data from www.quantcast.com
Theme: The boss drives a boss.
• Establishes Buick as an industry leader
• Builds association of Buick with authority,
achievement, and power
Domain name: www.testdrivetheboss.com
Layout: flash
Splash: array of new models, clickable
Purpose: Let customers “test drive” vehicle by
watching interactive video. Same video as on
Buick corporate site with the difference that
the interface is not structured around the sale.
Duration: 12 months
Cost: $700,000 / 35%
1. Increase customer knowledge of product’s new design.
2. Build strong association of product to key value words.
3. Draw customers to dealerships in select cities.
1. Sponsor state and county fairs
2.Promotional products
3. Godiva Days
1. Sponsor state and county fairs
2.Promotional products
3. Godiva Days
• Indoors: 100,000 sq. ft. at $5.25 per sq. ft. / $52,500
• Outdoors: 3,000 sq. ft. at $3.12 per sq. ft. / $9,375
• Labor: $78,750
• Equipment: $5,000
• Carpet: $2,500
• Displays: $1,875
• Flyers: $2,500
• Sponsorship: $47,500
Total Budget: $200,000
Graphic from www.webshots.com
• Indoors: 100,000 sq. ft. at $5.25 per sq. ft. / $63,000
• Outdoors: 3,000 sq. ft. at $3.12 per sq. ft. / $11,250
• Labor: $94,500
• Equipment: $6,000
• Carpet: $3,000
• Displays: $2,250
• Flyers: $3,000
• Sponsorship: $57,000
Total Budget: $240,000
Graphic from www.progressive.com
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•
•
•
•
•
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Indoors: 100,000 sq. ft. at $4.20 per sq. ft. / $42,000
Outdoors: 3,000 sq. ft. at $2.50 per sq. ft. / $7,500
Labor: $63,000
Equipment: $4,000
Carpet: $2,000
Displays: $1,500
Flyers: $2,000
Sponsorship: $38,000
Total Budget: $160,000
Graphic from www.flickr.com
Copyright Steven M.
1 GB Flash Drive
• Includes multimedia promotional package
• Presented at state and county fairs
14,280 at $3.50 each
Budget: $50,000
Graphic from www.ubergizmo.com
Chinese American Market
• Language: Chinese
• Color: Red*
General American Market
• Language: English
• Color: Blue
3,570 at $3.50 each
Budget: $12,500
10,710 at $3.50 each
Budget: $37,500
* In Chinese culture, blue is a mourning color.
Portable Retractable Earphones
• Double as earplugs
• Available at dealerships
2,050 at $3.90 each
Budget: $8,000
Graphic from palmaddict.typepad.com
Chinese American Market
• Language: Chinese
• Color: Green*
General American Market
• Language: English
• Color: White
512 at $3.90 each
Budget: $2,000
1,537 at $3.90 each
Budget: $6,000
* In Chinese culture, white is a very negative color.
Swivel LED Mini Flashlight
• Includes Multimedia Promotional Package
• Available at dealerships
3,720 at $2.15 each
Budget: $8,000
Graphic from www.qualitylogoproducts.com
Chinese American Market
• Language: Chinese
• Color: Yellow
General American Market
• Language: English
• Color: Yellow
930 at $2.15 each
Budget: $2,000
2,790 at $2.15 each
Budget: $6,000
• Held at dealerships
• Designated day of the year (one time only)
• One free piece of Godiva per customer
This associates Buick with a sense of luxury
and romance.
8,500 at $1 each
Budget: $8,500
Graphic from www.godiva.com
Both Chinese Americans and the general American public enjoy
chocolate; there is no difference in approach between the two groups, as
it is assumed both will arrive at dealerships to claim Godiva chocolate and
look at cars.
Duration: 7 months
Cost: $1,100,000 / 55%
1. Increase customer approval and desire for product.
2. Draw customers to dealerships in select cities.
1. Community representatives
2.Customized web ads
1. Customized web ads
2.Online video series
1. Hire people with good communication
skills part time to interact with customers
locally
2. Organize socials such as barbecues
3. Start a chain reaction of word-of-mouth
promotion of Buick
Budget: $300,000
1. --2.--3. ---
Viewers are more likely to remember
advertisements during comedy or drama
than horror or adventure.
Most favorite shows were on ABC or NBC.
We chose:
1. The Office
2. Brothers and Sisters
3. Scrubs
4. 30 Rock
Graphic from www.medialifemagazine.com
Graphic from www.nbc.com
1. Grandfather is sick. Family arrive at the
hospital before the ambulance.
2. Mother drives son to violin practice, violin
recital.
3. Woman and newborn son return home
from the hospital.
Budget: $50,000
1. Family is driving home from the carnival
at night. Swerving headlights save them
from a crash.
2. Two employees have idol worship for their
boss, who drives a Buick.
3. Woman and newborn son return home
from the hospital.
Budget: $600,000
1. Nation-wide search for interesting people who
fit focus group
2. Give the winners a free Buick
3. Place cameras in their living rooms, workplaces,
and cars
4. Create a video series from their everyday lives
This allows people to visualize themselves having a
Buick.
Budget: $150,000