Inno Tech presents BUICK REDEFINED ISSUE 1 OR

Inno. Tech presents BUICK. REDEFINED.

ISSUE 1 OR 2? Can Buick’s success in China be used to improve marketing in the United States? Chinese American market: Yes General American market: No

PLACEMENT We do not have the budget to implement a marketing campaign nationwide. 1. 2. 3. 4. Referenced from case materials. Los Angeles San Francisco New York Houston / Dallas

PROMOTION Phase 1: Introduce Concept Phase 2: Redefine Identity Phase 3: Guerrilla Marketing

FINANCIALS

PHASE 1 INTRODUCE CONCEPT 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.

CHINESE AMERICAN MARKET 1. Chinese-language Google Ad. Sense 2. Banner ads on CNN. com 3. Demographic-specific ads on Facebook 4. Promotional website 5. Chinese-language networking forum

GOOGLE ADSENSE Budget: $15, 000 Data from adwords. google. com

CNN. COM 1. High percentage of affluent Asian. Americans 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

FACEBOOK. COM 1. High percentage of affluent Asian. Americans 2. High percentage of young people, which allows entry into high school/college market Budget: $10, 000 Data from www. quantcast. com

ADVERTISEMENT DESIGN Theme: Looking for the perfect car? • Appeals to the focus group • Builds association of Buick with perfection • Utilizes testimonials from buyers in China

PROMOTIONAL WEBSITE 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.

NETWORKING FORUM 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

GENERAL AMERICAN MARKET 1. You. Tube video competition 2. Banner ads on CNN. com 3. Promotional website

YOUTUBE VIDEO COMPETITION 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

CNN. COM 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

ADVERTISEMENT DESIGN Theme: The boss drives a boss. • Establishes Buick as an industry leader • Builds association of Buick with authority, achievement, and power

PROMOTIONAL WEBSITE 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.

PHASE 2 REDEFINE IDENTITY 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.

CHINESE AMERICAN MARKET 1. Sponsor state and county fairs 2. Promotional products 3. Godiva Days GENERAL AMERICAN MARKET 1. Sponsor state and county fairs 2. Promotional products 3. Godiva Days

LOS ANGELES COUNTY FAIR • 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 Graphic from www. webshots. com Total Budget: $200, 000

GREAT NEW YORK STATE FAIR • 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 Graphic from www. progressive. com Total Budget: $240, 000

STATE FAIR OF TEXAS • • 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.

TECHNOLOGY APPLIED. BUICK. 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.

THIS IS QUIET. BUICK. 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.

A BRIGHTER FUTURE. BUICK. 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

GODIVA DAYS • 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.

PHASE 3 GUERRILLA MARKETING Duration: 7 months Cost: $1, 100, 000 / 55% 1. Increase customer approval and desire for product. 2. Draw customers to dealerships in select cities.

CHINESE AMERICAN MARKET 1. Community representatives 2. Customized web ads GENERAL AMERICAN MARKET 1. Customized web ads 2. Online video series

COMMUNITY REPRESENTATIVES 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

TARGET MARKET PREFERRED SHOWS 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

NBC. COM AUDIENCE REPORT Graphic from www. nbc. com

CHINESE AMERICAN AD DESIGN 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 BUICK. THERE WHEN IT MATTERS.

GENERAL AMERICAN AD DESIGN 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 BUICK. DRIVE THE BOSS.

ONLINE VIDEO SERIES 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