[marketing] bmw ad proposal
TRANSCRIPT
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Marketing Ad Proposal - Luxurious Eco-friendly Car
Miss MO Tingting
Anna PIATNITCA Amine CHADER Chloé ARTIGUES Valeriia KRANSNYANSKAYA Woojin KIM Class 14 / Year 2013-14
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1. Introduction: BMW i8 2. Marketing Research 3. Data Analysis 4. Ad Proposal 5. Q&A
Table of Contents
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I. Introduction: BMW i8
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Introduction: BMW i8
‘‘The BMW i8 is an icon of progress.!It combines the energizing performance!
of a sports car with benchmark efficiency.’’
Manufacturer: BMW Class: Sport car Body style: 2-‐door coupé Engine: 1.5 L turbocharged I3 gasoline Electric motor: 98 kW (131 hp) BaJery: 7.1 kWh lithium-‐ion baJery Plug-‐in hybrid vehicle with a 3 cylinder
turbodiesel engine 2 electric motors with 139 horse power Price: US $135,925
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Introduction: BMW i8
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II. Market Research
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[Step 1] Research Approach
Qualitative Research - Video Interview - Audio Interview
- Online Survey - QuestionnaireQuantitative Research
II. MarkeRng Research
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[Step 2] Sampling Plan
Sampling Procedures
Sampling Unit
Sample SizeHow many people should we survey?
Who should we survey?
How should we choose the respondents?
II. MarkeRng Research
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[Step 2] Sampling Plan
• Gender: Man • Age: Early 30s - Mid 40s • Income: Upper middle class • Family life cycle: Single • Lifestyle: Dandy, Romantic
• Champs-elyesees • La Defense • Car dealer shop • Online Luxury/Eco-friendly car fan page
Sampling Unit
The systematic gathering,
recording and analyzing of data about problems relating to the
marketing of goods and services
Sampling Procedure
Sample Size• 1 Personal video interview • 4 Personal audio interviews • 13 Online surveys • 19 Questionnaires
II. MarkeRng Research
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[Step 3] Contact Method
HOW TO CONTACT?
Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire
II. MarkeRng Research
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[Step 3] Contact Method - Video InterviewII. MarkeRng Research
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[Step 3] Contact Method
HOW TO CONTACT?
Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire
II. MarkeRng Research
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[Step 3] Contact Method - Audio Interview
Eco-friendly
Q. Did you buy any eco-friendly product recently?
Luxurious
Q. Why did you make that choice?
Q. Why is it that quality important?
Q. What is your dream car? (brand, model)
Q. Why do you like that brand/model?
Q. Why is that quality important?
Laddering Technique
II. MarkeRng Research
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[Step 3] Contact Method
HOW TO CONTACT?
Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire
II. MarkeRng Research
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[Step 3] Contact Method - Online SurveyII. MarkeRng Research
https://www.surveymonkey.com/s/G8TXY29
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[Step 3] Contact Method
HOW TO CONTACT?
Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire
II. MarkeRng Research
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[Step 3] Contact Method - QuestionnaireII. MarkeRng Research
19 people responded.
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III. Data Analysis
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[Step 1] Set of LaddersIII. Data Analysis
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[Step 2] Summary Content CodesIII. Data Analysis
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[Step 3] Implication Matrix - Luxurious
Self-‐esteem 8.3
Pres/ge 6.9
Quality 16.4
Impress others 7.3
III. Data Analysis
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[Step 3] Means-end Chain - Luxurious
Attribute Consequence Value
Luxurious
Self-esteem
Famous brand
Quality
III. Data Analysis
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[Step 3] Implication Matrix - Eco-friendly
Self-‐esteem 11
Pres/ge 3.4
Change people’s mind
6
Avoid waste 5.2
III. Data Analysis
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[Step 3] Means-end Chain - Eco-friendly
Attribute Consequence Value
Eco-friendly
Self-esteem
No pollution
Change people’s mind
III. Data Analysis
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[Step 4] Hierarchical Value MapIII. Data Analysis
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IV. Ad Proposal
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[Step 1] Consumer InsightIV. Ad Proposal
Self- esteem
Luxurious !
Conservative, Rich, Competent, Old, No care of pollution, Showing-off
Eco-friendly !
Open-minded, Stubborn, Young, Simple, Plant hugger, Extraordinary, Innovative
? ‘‘How about a luxurious eco-friendly car that enhances consumers’ self-esteem?’’
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[Step 2] Copy StrategyIV. Ad Proposal
• Enhance self-esteem by driving a prestigious eco-friendly car
• Strong name value (BMW), New value proposal (Luxury + Eco-friendly)4
3
Key Message
• Drive the real luxury avoiding waste and leading the wayConsumer Benefit2
Driving Force5
1
Executional Framework • Humor, Parody, Satire
- From the Means-end Chain to the Product Promotion -
Leverage Point
• The real value of luxury in green
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[Step 3] Story BoardIV. Ad Proposal
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[Step 3] Story BoardIV. Ad Proposal
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[Step 3] Story BoardIV. Ad Proposal
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[Step 4] Online CommercialIV. Ad Proposal
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Q&A
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