NEW DOBLO LAUNCH POSITIONING STRATEGY Minivan 1 B
NEW DOBLO LAUNCH POSITIONING & STRATEGY
Minivan (1 B) Customer Segmentation COMBI CUSTOMERS BUSINESS & PRIVATE SOLE PRIVATE USE CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN FAMILY PROVIDERS COMBI LOVERS
New Doblo Target Segment Fiat Share CALCULATED COMMERCEMEN EMOTIONAL COMMERCEMAN %48 %30 FAMILY PROVIDERS %31 COMBI LOVERS %17
New Doblo Target Customer Segment – Combi Lovers Strong Famiy Ties Large Families Attractive Design %14 Ladies Lise ve üniversite mezunu Want Comfort & Safety Frequent Use the vehicle with family Weekend trips with family Go shoppping with the vehicle
What we want them to say: I can travel comfortably It is so spacious inside that all my family have enough space It looks so good I can show off to my neighbours. . .
Communication Message BI-LINK INDIPENDENT REAR SUSPENSION SPACIOUS INTERIOR New Doblo. Most comfortable “Combi-Van” for Large Families. ELECTRIC REAR WINDIWS AUTOMATIC CLIMATE CONTRO
NEW DOBLO CONSUMER LAUNCH
Consumer Launch 13 -19 February Target: = To reach maximum amount of people and to announce them the arrival of new Doblo. = To organize a consumer launch in all the 74 dealers at the same time. = To increase the WOM effect by creating a viral campaign that build buzz. = To influence the press for a big PR effect and get coverage.
Consumer Launch – Teaser Campaign “Turkey wonders what’s in the box in Taksim square” Print / Outdoor 13 -19 February “The mysterious box is openning tomorrow night” Print
Consumer Launch – Teaser Campaign SHOW TV ATV 13 -19 February STAR TV KANAL D ● 15 - 18 Şubat – Usage of pre-news advertising space in 4 main TV channels. (Advertorial) ● 17 -18 Şubat - TV (special advertising space usage) ● 15 -19 Şubat – 2 DJ Talk (2 most popular radio channel) ALTBANT DJ TALK
The Launch Ceremony in Taksim Square 19 Şubat
Welcoming the New Doblo 20 -21 -22 Şubat “Welcome New Doblo” Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa
Consumer Launch– Press Coveredge Results: = Press Coveredge Ad Equivalance: Press: 71, 970 TL TV & Radio: 66, 290 TL Total: 138, 260 TL The Newsletters: Hürriyet, Milliyet, Zaman, Sabah, Posta, Bugün, HT İstanbul, Auto Show Kanal D News
Consumer Launch - Results = Taksim Square Ceremony: Standing: 2. 500 visitors Mobile: 7500 – 8000 visitors
Consumer Launch - Results: = Web Site: Visitors: 24, 658 Active Visitors: 5, 886 (make a guess) Total Guess: 44, 578 The question of the campaign was: Guess, what’s there in the box at Taksim square?
Consumer Launch - Results: = Dealer Showrooms: Visitors: 6, 210 Customer Orders: 93
Consumer Launch - Results Google Search Results: ( Compared with the competitors)
NEW DOBLO LAUNCH CAMPAIGN
New Doblo Launch Campaign 22 February – 31 March TV Print Radio Outdoor Internet Cinema Magazine TVC Radyo 1 Radyo 2 Radyo 3
New Doblo Launch Campaign Print:
New Doblo Launch Campaign Print:
New Doblo Launch Campaign Outdoor:
Prompted Advertisement Awareness Fiat “Geniş Ailelerin Tercihi” Overall Sector Overall Fiat Advertisement s Sector Model Advertisement s Fiat Model Advertisement s 88 29 36 32 39 87 20 28 21 32 8, 30 7, 22 7, 26 7, 2 7, 52 - 69 16 38 9 450 17925 5025 8155 2475 Fiat “Geniş Ailelerin Tercihi” Awareness Correct Branding (%) Liking Total number of ads Base Aylık Pazarlama Toplantısı
%48 Aylık Pazarlama Toplantısı
Brand Perception Fiat “Geniş Ailelerin Tercihi”Advertisement Top-3 Box (%) Pre Launch Post Launch Manufacturing safety cars 25 32 Manufacturing quality and resistant cars 24 36 Suitable price 52 48 Manufacturing high tech cars 20 30 Aftersale Service is good 26 35 Innovative Brand 21 32 Manufacturing cars that cause less expenditure and economic 35 38 Positive effect to my firm’s prestige 22 31 Has different kinds of cars (products) that meets my business needs 21 35 High resale (secondhand) value 20 27 Has dealer and services that are specialized about LCV 21 34 Manufacturing well design cars 24 36 Auto manufacturer is a trustworthy company 25 39 Base 310 450 Aylık Pazarlama Toplantısı Pre Launch Period: 31. 12. 2009 25. 02. 2010 Post Launch Period : 04. 03. 2010 – 08. 04. 2010 Except “Suitable price” and “Manufacturing cars that cause less expenditure and economic” image attributes, the brand perception values are significantly higher for the “Post Launch Period” when it is compared to “Pre Launch Period”.
Google also confirms that. . . Google Search Trends 100 90 80 70 60 50 40 30 20 10 0 мар-09 апр-09 май-09 июн-09 DOBLO июл-09 авг-09 CONNECT сен-09 KANGOO окт-09 ноя-09 CADDY Aylık Pazarlama Toplantısı дек-09 FIORINO янв-10 фев-10
Fiatdoblo. com. tr
Fiatdoblo. com. tr ü Pre- launch: o Teaser o Pre- sales / CRM customer form ü Launch: o The model info o Usage of social media to announce the site o Banner usage ü After Launch: o Detailed model info o Supporting web campaigns
Internet: doblo. com. tr
Doblo POP Materials
Doblo POP Materials Doblo Cargo DM Kit Doblo Combi DM Kit Doblo Cargo Catalogue Doblo Catalogue
Doblo Promotional Materials
Doblo – Open Doors 27 -28 February 6 -7 March Invitation – E-mailing Invitation
New Doblo Roadshow with Nihat Sırdar ● Under the sponsorship of New Doblo Nihat Sırdar made stand-up shows in all around Turkey. (23 cities/28 shows) ● The new Doblo was presented to the visitors. (Car Display/Branding/Films) ●The invitations of the show was distributed from showrooms of the dealers. ● The announcement of the show was done on radio and press.
New Doblo Roadshow with Nihat Sırdar
Direct Marketing Activities: Car Displays & Test Drive - Haramidere Carrefour - Kaya Outlet - Bayrampaşa Forum - Ümraniye Carrefour - Maltepe Carrefour - Optimum Outlet - Viaport AVM - Çengelköy Maxicity Avg. Test Drive: 60 people/day
Direct Marketing Activities: Guerilla to Competitors • Daily (10: 00 – 17: 00) 1. 600 business card/sticker - Güngören - Merter - Topkapı - Mecidiyeköy - Fulya -. . .
Direct Marketing Activities: «Esnaf» Guerilla Uğur Kıraathanesi
Direct Marketing Activities: «Esnaf» Guerilla Yonca Ev Yemekleri Kardeşler Pide ve Börek Salonu
Direct Marketing Activities: «Esnaf» Guerilla Kastamonu Yardımlaşma Derneği (Kıraathane)
Direct Marketing Activities: Printed Materials Amerikan Servis Poster 1 – Doblo İlanı Post-it görünümlü cam sticker’ı Business Card Poster 2 – Çaylar Doblodan Not Defteri
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