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GLOBE MOTORS
COMMUNICATION DIRECTION PROPOSITION: QUARTER 3&4 2012
Raise TOMA for the Globe Motors brand by 40%
Stimulate action/usage and increasing sales volume by 50%
Bring brand experience to the target group thereby
creating bond
Creatively be in the face of TG on any platform they patronize to remain in their consciousness
Objectives
Overview
The dynamism of the automobile industry has made it an ever vibrant one as new models and functionalities are introduced into the market almost on a quarterly basis by brands.
Fuel efficient and green cars are beginning to attract the attention of industry watchers and regulators.
Increased number of purchase of brand new cars despite the economic downturn.
The influx of other Asian brands of automobile in the market, jostling for the same market as the established brands
The deplorable state of roads which now makes people give preference to durability of products, how rugged is it.
Channel Strategy Matrix
BRAND Globe Motors positions
itself as a brand that stands for quality
Very strong customer relations and after sales services
Project the added value its customers gain by associating with it
Flexible payment plans and credit facilities
CONSUMER
High profile professional
Reasonable income
Classy
Informed
Educated
Understand brandsCHANNELSTV: Visual impact
Radio: Reach
Press: Pass on value, Details
Outdoor: In the face
Digital: Strategic engagement
Consumer Brand
Channel
A day in the life of Daniel
Daniel is a middle age professional within the age 30 – 60 who works with a blue chip company .He resides in the urban/semi-urban parts of the country.
He starts his day early, his iPad /clock alarm wakes him up @ 5:30am to prepare for the day
After listening to the new update on his favorite station Wazobia/Cool fm @ about 7:15 am, he locks on to his iPad where he gets the latest business reports, exchange rates, Stock market reports etc.
He breezes through newspaper headline online to know which of his favorite dailies to buy for the day.
In the office, he alternates between CNN and Aljazeera . Relax at Ikoyi club briefly for his lunch break. He takes some time out to relax with friend @ the club before going home. He settles for local news, Channels News @ 10pm in the evening
He buys the newspaper based on the online headlines he looked through
With the understanding of his life style, we now know how and where /channel to reach him
Channel deliverables
PRESS Press allows for the inclusion of details and instruction on products The visual impact of creative can not be ignored
RADIO Radio helps achieve reach Radio is cheap
TV TV has audio-visual impact which helps messages register faster in the minds of the TG Reach
Digital The online platform has no restriction as far as location is concerned, it can be accessed
from anywhere. Reach
Out of Home (OOH) The Outdoor approach to brand exposure is all about “ The EYES BALLS”. Strategic
positioning of hoarding will help deliver brand objectives
Interactions
Consumer Brand
Channel
Consumer-Brand
Interaction
Consumer-Channel
Interaction
Brand-Channel Interaction
Relationship between elements
Consumer Vs Brand: What draws the consumers to the brand and how does the
average consumer perceive the brand
Consumer Vs Channel: How does the consumer consume the various
channels available to it. i.e. media consumption habits
Brand Vs Channel: Which of all the available channels best delivers brand
message and communications
Competitive Research
The likes of Elizade, Coscharis, Today's cars, Elim Motors are some of the major players in the market
Reasons for preference: Quality Customer service
Receive and make customers feel comfortable Customized after sales service e.g.. Periodic reminders to customers for
maintenance Flexible payment plans and credit facilities Corporate acquisition packages for corporate bodies Free car servicing and lubricant change
Quality and reliability of products Branch network and availability Opportunity to experience brand (media): precision
targeting/strategic placements TV, Radio, Press, Online and Outdoor
Insights
Our target audience are people of class who want to identify with quality and reliability He is in search of a dealer who will provide convenient and quality services. They
expect and appreciate premium service
Give me after sales services Call to remind me my servicing in near Provide Flexible payment plans
They have a very busy schedule and require careful study to reach We can target them at their most vulnerable moments.
They are information savvy They want to be up to date, they don’t miss major news
They take time to associate in select locations They congregate and want to associate with themselves, choose choice spots and clubs
Media Strategy Outline
Parameter Media platforms
Communicationobjectives
• Create awareness of the brand• Generate buzz, talk value and action amongst TG.
Focus of Effort Reach
↑↑Awareness (initial burst)
FrequencySustain Awareness level
Target Audience Target Priority• A,B,C 1 SEC, 30 - 60 years• Male middle age professionals•Urban and semi-urban areas
Key Markets • Pan Nigeria
Media Choice TV , Radio, Press, Digital & Outdoor
ExecutionTV & Radio, Press, Digital
Strategic placement On TV, mid news business and stock market report segment Deploy 30 seconds materials
Buy into automobile specific programmes. Auto wheels etc.
Sponsorship and strategic placements on programmes with high viewership amongst TG.
Major Network news IPS spots on Kakkaki IPS spots on One on One NTA Network Sunrise Daily Face – off on Channels TV
TV Deployment Strategy
Radio to achieve frequency Automobile programme segment sponsorships ; “brought to you
by Globe Motors” Time checks Safety reminders
Create and sponsor a 15 minutes radio program. An interactive magazine show that creates the platform for
participants to call in and answer questions relating to automobiles and win prizes
Radio Deployment Strategy
Placements in national and regional dallies Strategic Intrusive placements within editorials in newspapers Target days for automobile industry specific publication. Weekly FAQ segment within the dallies to improve brand experience. Strategic Corporate campaigns for brand affinity e.g.. Easter, Christmas,
Children's day, Mothers day etc
Automobile Magazines. Partnership with auto magazines e.g.. Motor shoppers, Motion
wheels on regular editorials and mention of the brand and its values
Regular Loose inserts arrangements with magazines with more details on the possible benefits the customers stand to gain from patronizing GLOBE MOTORS
Press Deployment Strategy
Target the professional/executives with their gargets; Smart phones: Blackberry, Androids, Windows OS Tablets : iPads, Galaxy tabs etc .Their computers too in the office since they always want to be in touch
Stock market reports sites. Political discussion sites. Exchange rate calculation sites. Economy news sites Real estate sites News streaming sites News paper websites
Online Deployment Strategy
Strategic placements
Target the executives at their hang outs; Lagos Country Club, Ikoyi Club, Yoruba Tennis Court, AP Club where they relax and connect after the days work and over the weekends Subtle but strategic branding at the:
Club Entrance Club/Airport Car park
Branding of the courts Lawn tennis, squash courts
Branded car foot mats, mud guards,
Windscreen shade. To be distributed amongst club members
Out of Home Deployment Strategy
More creative use of press should be considered as intrusive ad’s, headline proximity messages and editorials should be exploited more
Special attention should be given to sponsorship (Radio) where
the brand can actually own programmes and build followership around it
Strategic placements within Major news for reach
For commercial locations like Lagos, PH and Kano, the brand should look at exploring online as the volume of online presence amongst TG in these regions is high.
We should endeavor to follow our TG anywhere, even where he hangs out for he is even more relax and receptive to messages at those locations.
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