jaguar case
DESCRIPTION
Jaguar Case. 15/09/2013. Team 2. Marketing objectives. C reate awareness Rejuvenate the brand D rive traffic to the dealers. Immersing ourselves in the brand. Our experience. Positive: Broad range of cars Nice details inside the car Low entry price (affordable for family). Negative: - PowerPoint PPT PresentationTRANSCRIPT
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Jaguar Case
15/09/2013
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Team 2
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Marketing objectives
Create awareness
Rejuvenate the brand
Drive traffic to the dealers
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Immersing ourselves in the brand
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Our experience
Positive:Broad range of cars
Nice details inside the carLow entry price (affordable for family)
Negative:Distance + feeling of not being welcome
The look of the shop is dull, doesn’t appeal to
a younger audienceThe sportsback is a real family car, but
wasn’t in the shop
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Challenges
Image is stuffyThe price is a limiting factor
Doesn’t currently appeal to a younger audience
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Opportunity
Stretch the appeal to a younger audience (45+) by
leveraging Jaguar’s cool brand heritage
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Concept
Nostalgia
Powerful emotion: creating a feeling/moodConnected with style
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Lana del Rey has created a new song for Jaguar.
This is already a first step to rejuvination. We will take it one step further.
Foundation
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Proposition
Jaguar brings dreams to life
Combining old school style with modern engineering
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Bringing an iconic Jaguar model back to life
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Creative work
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ChannelsPART 1: Create awareness/buzz
Ads & old TV commercials: 6 seconds tag ons Youtube channel
Seeding: Jaguar owners PR & journalists Bloggers, podcasters,…
Digital Social media: Facebook, Twitter
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#whatjagareyou
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ChannelsPART 2: How to get people into the car? Product placement
Events Park outside clubs, in front of casino’s, in airports: where
people queue Cooperation with fancy restaurants Cooperation with premium taxi service Sponsor events, drive people there Speed dating Test-drives at the French Riviera, le Mans, the French Alps
or Monte-Carlo Cooperations where you can win a test drive (events,
hotels, …)
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ChannelsPART 3: Engagement
Competition Social media: FB, Twitter, Instagram Word of mouth Radio channel cooperation about the competition
PART 4: Action Direct Mail Mobile geofencing
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Summary
Start the conversation about, and increase awareness of Jaguar by relaunching a classic Jaguar model.
Let people decide which one.
Continue the conversation
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Thanks!