Hyundai Veloster Media Plan
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Transcript of Hyundai Veloster Media Plan
MEDIA PLAN HYUNDAI VELOSTER
JOCELYN, MI, SAM | DECEMBER 8, 2011
TABLE OF CONTENTS
+ HYUNDAI VELOSTER
+ SITUATIONAL ANALYSIS
+ MEDIA ANALYSIS
+ CAMPAIGN OBJECTIVES
+ DEMOGRAPHIC PROFILES
+ PSYCHOGRAPHIC PROFILES
+ TARGET MARKETS
+ MEDIA STRATEGY
+ CAMPAIGN CYCLE
+ TV
+ RADIO
+ ONLINE
+ OUTDOOR
+ PROMOTIONS
+ FLOW CHART
+ BUDGET
HYUNDAI VELOSTER + Velocity + Roadster = Veloster
+ Fluidic Sculpture
+ Blue Link
+ Engineered for Whatever
Keeps you protected and connected with voice text messaging, location sharing, and much more
The exterior is both aggressive and sleek while the interior offers technology at your fingertips
SITUATIONAL ANALYSIS + STRENGTHS
Strong Sales
Unique Design & Concept
Modern Premium
- WEAKNESSES
+ OPPORTUNITIES
- THREATS
Price competitive alternative
3-door design & innovative features
7,096 units sold. 2,538 in November
Low Market Share
Mixed Reviews
Positive Momentum
Technologically Saavy
Fuel Conscious
Eco-Friendly Vehicles
Competition
28 – 40 MPG is fuel efficient
3-door design & innovative features
Seize advantage of young target.
Saturated market
Toyota Prius Family
More innovative and appealing
Blogs & reviews influence target.
Hyundai brand not as established.
SHARE OF MARKET
VEHICLE 2006 SALES 2006 % SOM
HYUNDAI VELOSTER 20,446 .93%
FORD FOCUS 142,341 6.47%
MAZDA 3 88,239 4.01%
SCION tC 151,275 6.88%
TOYOTA PRIUS 99,578 4.53%
VOLKSWAGEN GOLF 94,498 4.30%
SHARE OF VOICE
VEHICLE LOCAL TOTAL
HYUNDAI VELOSTER 0.12% 0.4%
FORD FOCUS 35.1% 29.2%
MAZDA 3 20.1% 38.4%
SCION tC 1.2% 13.8%
TOYOTA PRIUS 40.98% 18.0%
VW GOLF 2.5% .20%
CAMPAIGN OBJECTIVES MARKETING
Position the all
new Hyundai
Veloster as an
innovative,
unique, sporty,
& affordable
vehicle in the
personal coupe
economy
segment.
COMMUNICATION
+ Target Audience
+ Target Market
+ Promotional Period
+ Strategy
+ Media
+ Budget
MEDIA
Create
immediate
awareness &
preference for
the all new
Hyundai
Veloster among
new vehicle
buyers who
may be
purchasing
their first car.
Primary are young millennials who have graduated college, entering the workforce, and looking for their first car. Secondary are older millennials who currently drive a competitor’s vehicle.
Large urban cities particularly the coasts.
January 2012 – December 2012
Reach goal to raise awareness & interest.
TV, Radio, Print, Online, and Outdoor.
$23,000,000.00
TYPICAL CONSUMER DEMOGRAPHIC
White Female
Age 55-64
Married
College Graduate
Sales & Office
Occupation
HHI $75,000 -
$149,999
Lives in NE Region
MEDIA CATEGORY MRI INDEX
Age Segment 55-64 133
Gender/Age Skew Women 25-54 111
Education Level Graduated College + 124
Occupation type
Sales & Office
Occupation 122
Household Income
HHI: $75,000-
$149,999 140
Census Region North East 171
County Size B 115
Marital Status Now Married 114
Children Ages Ages2 - 5 97
Home Value $200,000-$499,999 127
Racial Identity White/White Only 111
Heavy Users of
TV
Outdoor
Newspapers
________________
Medium Users of
Radio
Internet
Magazines
TYPICAL MILLENNIAL MEDIA
CATEGORY INDEX
Men 105
Magazines I 122
Newspapers IV 132
Radio I 106
TV (Total) V 135
Internet I 140
Outdoor IV 104
Heavy Users of
Magazines
Radio
Internet
________________
Light Users of
Newspapers
TV
Outdoor
PSYCHOGRAPHICS + Reading
+ Conversations with friends
+ Travel (USA & foreign)
+ Going to the movies
+ Watching television
+ Owning domestic pets
+ Music or concert performances
+ Listening to the radio
BDI BDI
Product: Hyundai Veloster (Elantra)
MARKET % US Pop 2005 SALES % US SALES RESULT BDI
108,264
New York 6.94%
10,431 9.63 1.39 139
LA 5.92%
5,721 5.28 0.89 89
Chicago 3.26%
4,554 4.21 1.29 129 Philadelphia 2.62%
6,170 5.70 2.18 218
SF 2.27%
2,061 1.90 0.84 84
DFW 2.22%
2,332 2.15 0.97 97
Boston 2.07%
7,860 7.26 3.51 351
Atlanta 2.05%
5,031 4.65 2.27 227
Wash DC 2.04%
7,329 6.77 3.32 332
Houston 1.92%
3,327 3.07 1.60 160
Detroit 1.71%
679 0.63 0.37 37
Phoenix 1.60%
6,271 5.79 3.62 362
Seattle 1.50%
4,686 4.33 2.89 289
Minneapolis 1.48%
2,153 1.99 1.34 134
Miami 1.44%
11,233 10.38 7.21 721
Tampa 1.42%
5,168 4.77 3.36 336
Sacramento 1.32%
1,504 1.39 1.05 105
Cleveland 1.31%
1,577 1.46 1.11 111
Denver 1.27%
3,421 3.16 2.49 249
Orlando 1.20%
428 0.40 0.33 33
CDI CDI
Products: Hyundai Veloster (Elantra), Ford Focus, Scion tC, VW Golf, Toyota Prius, Mazda 3
MARKET % US Pop 2005 SALES % US SALES RESULT CDI
510,802
New York 6.94% 26,385 5.17 0.74 74
LA 5.92% 62,705 12.28 2.07 207
Chicago 3.26% 20,838 4.08 1.25 125
Philadelphia 2.62% 21,244 4.16 1.59 159
SF 2.27% 31,923 6.25 2.75 275
DFW 2.22% 15,115 2.96 1.33 133
Boston 2.07% 26,297 5.15 2.49 249
Atlanta 2.05% 31,294 6.13 2.99 299
Wash DC 2.04% 35,929 7.03 3.45 345
Houston 1.92% 20,646 4.04 2.11 211
Detroit 1.71% 9,477 1.86 1.08 108
Phoenix 1.60% 23,377 4.58 2.86 286
Seattle 1.50% 20,660 4.04 2.70 270
Minneapolis 1.48% 28,931 5.66 3.83 383
Miami 1.44% 12,695 2.49 1.73 173
Tampa 1.42% 49,472 9.69 6.82 682
Sacramento 1.32% 8,870 1.74 1.32 132
Cleveland 1.31% 20,475 4.01 3.06 306
Denver 1.27% 4,944 0.97 0.76 76
Orlando 1.20% 10,465 2.05 1.71 171
TARGET MARKETS
SAN
FRAN
LOS ANGELES
DALLAS
DETROIT
TAMPA ATLANTA
PHOENIX
WASH.
DC
CHICAGO DENVER
MEDIA STRATEGY
+ MEDIA MIX
Introduce the Veloster as
a stylish and reliable
vehicle customized &
catered to millennial’s
needs and wants.
+ MORE FOR LESS
Show consumers that
high style and reasonable
pricing can go hand in
hand.
+ REACH
Implement a reach
strategy, to capture the
interest of a broad range
of millennials accross the
nation.
+ PULSE
Maintain steady reminder
year round, but
emphasize during launch
and promotional periods.
CAMPAIGN CYCLE 1) Introduce – raise awareness and
excitement for the Veloster
2) Launch - announce official arrival, drive
interest/curiosity lead to website for contact
info.
3) Engage - promotions, events, etc. specifically
target millennial media to raise awareness.
4) Sustain - maintain interest/continue to drive
traffic. Advertise in media that is used by
Hyundai owners as a reminder medium.
TELEVISION
TELEVISION + Although target is not heavy user of television, they are still moderate
viewers of daytime television shows, such as MTV, Fuse, FUEL TV, and
Spike TV.
+ The entire TV budget will be spent on national television in order to
reach general target audience.
+ Most of television budget is spent on Daytime television since that is
what our target primarily consumes.
+ Primetime TV placement will be purchased
during the transition from Q3 to Q4 since over
all television viewership peaks during this time.
+ All spots will be :30 seconds.
TV FLOWCHART
TELEVISION BUDGET Market: NATIONAL
T E L E V I S I O N
Weekly GRPs: 166
Demo target: Adults 25-54
Weekly SQAD # of Total
Daypart GRPs CPP Weeks $$$
Early Morning 29 22345 2 $ 1,296,010
Daytime 47 9505 11 $ 4,914,085
Early Fringe 0 14114 0 $ -
Early News 0 23332 0 $ -
Prime Access 0 0 0 $ -
Prime 19 16882 3 $ 962,274
Late News 33 22711 1 $ 749,463
Late Fringe 0 0 0 $ -
Sports 0 0 0 $ -
Cable 38 23685 6 $ 5,400,180
166 $13,322,012
TELEVISION SPOTS Translating GRPs to Number of Spots
TELEVISION
Market: NATIONAL
Minimum Total
spots/week: 150
Weekly GRPs 165
Demo: Adults 18-34
Daypart Percentage Rating GRPs Spots/Week
Early Morning 18% 3.0 30 10
Daytime 28% 2.0 46 23
Early Fringe 0% 4.0 0 0
Early News 0% 5.0 0 0
Prime Access 0% 5.0 0 0
Prime 11% 4.0 18 5
Late News 20% 4.0 33 8
Late Fringe 0% 2.0 0 0
Sports 0% 4.2 0 0
Cable 23% 0.1 38 380
Total 100% 165 425
RADIO
RADIO FLOWCHART
RADIO + Since our target is moderate
to heavy users of radio, we will
have relatively consistent
placements.
+ Primary locations: Miami,
Los Angeles, Chicago, New York Each of these locations hosts a well-
known auto show during different times
of the year. More spots will be bought
during these respective times.
+ All spots will be :60.
R A D I O
LOS ANGELES MIAMI
Weekly GRPs: 80 Weekly GRPs: 70
Demo target: Adults 18-49 Demo target: Adults 18-49
Weekly SQAD # of Total Weekly SQAD # of Total
Daypart GRPs CPP Weeks $$$ Daypart GRPs CPP Weeks $$$
Morning Drive 70 713 15 $ 748,650 Morning Drive 35 338 6 $ 70,980
Day 0 665 0 $ - Day 14 234 6 $ 19,656
Evening Drive 10 669 7 $ 46,830 Evening Drive 21 295 6 $ 37,170
Evening 0 301 0 $ - Evening 0 145 0 $ -
80 $795,480 70 $127,806
CHICAGO NEW YORK
Weekly GRPs: 95 Weekly GRPs: 100
Demo target: Adults 18-49 Demo target: Adults 18-49
Weekly SQAD # of Total Weekly SQAD # of Total
Daypart GRPs CPP Weeks $$$ Daypart GRPs CPP Weeks $$$
Morning Drive 60 615 15 $ 553,500 Morning Drive 70 1008 10 $ 705,600
Day 0 553 0 $ - Day 0 871 0 $ -
Evening Drive 30 518 11 $ 170,940 Evening Drive 20 808 10 $ 161,600
Evening 0 141 0 $ - Evening 10 324 5 $ 16,200
90 $724,440 100 $883,400
RADIO BUDGET
RADIO SPOTS Market:
LOS
ANGLES
Weekly
GRPs 80
Daypart Percentage Rating GRPs Spots/Week
Morning
Drive 86% 1.5 69 46
Daytime 0% 1.0 0 0
Evening Drive 14% 1.3 11 9
Evening 0% 1.0 0 0
Total 100% 80 54
Market: MIAMI
Weekly
GRPs 70
Daypart Percentage Rating GRPs Spots/Week
Morning
Drive 50% 1.5 35 23
Daytime 20% 1.0 14 14
Evening Drive 30% 1.3 21 16
Evening 0% 1.0 0 0
Total 100% 70 53
Market: CHICAGO
Weekly
GRPs 95
Daypart Percentage Rating GRPs Spots/Week
Morning
Drive 65% 1.5 62 41
Daytime 0% 1.0 0 0
Evening Drive 35% 1.3 33 26
Evening 0% 1.0 0 0
Total 100% 95 67
Market: NEW YORK
Weekly
GRPs 100
Daypart Percentage Rating GRPs Spots/Week
Morning
Drive 60% 1.5 60 40
Daytime 0% 1.0 0 0
Evening Drive 28% 1.3 28 22
Evening 12% 1.0 12 12
Total 100% 100 74
PRINT + Using MRI+, the most popular magazines consumed by
our target were determined.
+ Magazines were selected based on CPM & categories
that reflected millennial interests.
+ While many of the niche magazines will be targeted,
we will purchase a cover in TIME in an effort to position
the Veloster as not only a car for millenials, but as an
innovative car for everyone.
PRINT CPM ANALYSIS MAGAZINE4
TIMES COST BLEED
CIRCULATION CPM TOTAL 0.85
Car and Driver 1P 4C 12 26035 3905.25 335000 77.71642 359283 305390.6
Car and Driver 1P 4C 6 27450 4117.5 335000 81.9403 189405 160994.3
Elle 1P 4C 6 127090 1124569 113.0122 762540 648159
Entertainment 1P 4C 6 3100 310 14865 208.5436 20460 17391
Entertainment 1P 4C 3 3300 330 14865 221.998 10890 9256.5
Entertainment 1P 4C 1 3600 360 14865 242.1796 3960 3366
Entertainment Weekly 1P 4C 12 168495 1799177 93.65115 2021940 1718649
Fitness 1P 4C 12 1598 11886 134.4439 19176 16299.6
Forbes 1P 4C 8 109900 16485 924330 118.8969 1011080 859418
Forbes 1P 4C 4 113760 17064 924330 123.0729 523296 444801.6
Forbes 1P 4C 1 129270 19390.5 924330 139.8527 148660.5 126361.4
Forbes
2nd cover spread 4 254810 38221.5 924330 275.6699 1172126 996307.1
Forbes
2nd cover spread 1 289560 43434 924330 313.2647 332994 283044.9
GQ 1P 4C 12 143679 0 939067 153.0019 1724148 1465526
GQ 1P 4C 9 148523 0 939067 158.1602 1336707 1136201
GQ 1P 4C 6 153365 0 939067 163.3164 920190 782161.5
GQ 1P 4C 3 156594 0 939067 166.7549 469782 399314.7
maclife 1P 4C 12 9040 0 200030 45.19322 108480 92208
maclife 1P 4C 9 9515 0 200030 47.56786 85635 72789.75
maclife 1P 4C 6 10015 0 200030 50.06749 60090 51076.5
maclife 1P 4C 3 10545 0 200030 52.71709 31635 26889.75
Marie Claire 1P 4C 9 127455 1022393 124.6634 1147095 975030.8
People 1P 4C 1 400000 0 3602006 111.0492 400000 340000
People 1P 4C 1 288500 0 3602006 80.09426 288500 245225
People 2nd cover 1 360650 0 3602006 100.1248 360650 306552.5
Rolling Stone 1P 4C 8 6700 0 12880 520.1863 53600 45560
Rolling Stone 1P 4C 4 7540 0 12880 585.4037 30160 25636
Rolling Stone 1P 4C 1 8374 0 12880 650.1553 8374 7117.9
Sports Illustrated 1P 4C 1 370500 0 3174355 116.7166 370500 314925
The Atlantic 1P 4C 10 57142 0 482659 118.39 571420 485707
The Atlantic 1P 4C 6 60994 0 482659 126.3708 365964 311069.4
The Atlantic 1P 4C 3 62278 0 482659 129.0311 186834 158808.9
The Atlantic
2nd cover spread 3 74731 0 482659 154.8319 224193 190564.1
The New Yorker 1P 4C 6 7293 729.3 399161 18.27082 48133.8 40913.73
The New Yorker 1P 4C 3 7531 753.1 399161 18.86707 24852.3 21124.46
The New Yorker 1P 4C 1 7928 792.8 399161 19.86166 8720.8 7412.68
The New Yorker spread 6 14588 1458.8 399161 36.54666 96280.8 81838.68
The New Yorker spread 3 14905 1490.5 399161 37.34082 49186.5 41808.53
The New Yorker spread 1 15857 1585.7 399161 39.72582 17442.7 14826.3
Time 3rd cover 1 301900 0 3314946 91.07237 301900 256615
Time 1P 4C 1 603800 0 3314946 182.1447 603800 513230
Wired 1P 4C 6 101930 0 800810 127.2836 611580 519843
Wired 1P 4C 3 104076 0 800810 129.9634 312228 265393.8
Wired 1P 4C 1 107295 0 800810 133.9831 107295 91200.75
Official XBOX 1P 4C 3 23706 0 350949 67.54828 71118 60450.3
Official XBOX 1P 4C 6 23009 0 350949 65.56223 138054 117345.9
Official XBOX 1P 4C 12 22312 0 350949 63.57619 267744 227582.4
ESPN The Magazine 1P 4C 3 219241 0 2065208 106.1593 657723 559064.6
ESPN The Magazine 1P 4C 6 214720 0 2065208 103.9702 1288320 1095072
Motor Trend 1P 4C 3 16975 0 1134565 14.96168 50925 43286.25
Motor Trend 1P 4C 6 166480 0 1134565 146.7347 998880 849048
Motor Trend 1P 4C 9 162960 0 1134565 143.6321 1466640 1246644
PRINT FLOWCHART
PRINT BUDGET MAGAZINE TIMES COST BLEED CIRC. CPM COST TOTAL
Car and Driver 1P 4C 6 27450 4117.5 335000 81.9403 189405 160994.3
Entertainment 1P 4C 6 3100 310 14865 208.5436 20460 17391
GQ 1P 4C 3 156594 0 939067 166.7549 469782 399314.7
maclife 1P 4C 6 10015 0 200030 50.06749 60090 51076.5
People 1P 4C 2 288500 0 3602006 80.09426 577000 490450
Rolling Stone 1P 4C 4 8374 0 12880 650.1553 33496 28471.6
Sports Illustrated 1P 4C 2 370500 0 3174355 116.7166 741000 629850
Time 3rd cover 2 301900 0 3314946 91.07237 603800 513230
Wired 1P 4C 6 101930 0 800810 127.2836 611580 519843
Official XBOX 1P 4C 6 23009 0 350949 65.56223 138054 117345.9
Motor Trend 1P 4C 3 16975 0 1134565 14.96168 50925 43286.25
ESPN The Magazine 1P 4C 3 219241 0 2065208 106.1593 657723 559064.6
TOTAL $3530318
ONLINE
ONLINE + Based on information gathered
on millennials, we decided to
purchase slots on the most
frequented websites.
+ Hyundai will purchase banners
on each of the pages (Facebook,
Hulu, iTunes, Nascar, YouTube,
Twitter, MTV).
+ On the day of the Superbowl
XLVI, Hyundai will takeover the
Google homepage as a means to
reach the general audience.
ONLINE FLOWCHART
ONLINE BUDGET
SITE TYPE CPM IMPRESSIONS COST TOTAL
NASCAR automotive 20 1500000 30000 180000
MTV.com lifestyle 12 52000000 624000 530400
Hulu.com lifestyle 12 52000000 624000 530400
Twitter.com lifestyle 12 50000000 600000 510000
YouTube.om lifestyle 12 54000000 648000 550800
iTunes.com lifestyle 12 51000000 612000 520200
Facebook.com lifestyle 12 55000000 660000 561000
Google homepage 500000 425000
Total 3807800
OUTDOOR
OUTDOOR + Based on the cities that are reported to have the most
car traffic, we chose to place 50-showing billboards in
each of these cities.
+ The cycle during which these will
appear is relative to the time periods
that typically see the highest
amounts of traffic.
+Mixture of Bulletins
& Bus Shelters
OUTDOOR FLOWCHART
OUTDOOR BUDGET
Market 50- Showing Months Total Discount
Atlanta 30,000 5 150,000 127500
Chicago 75,000 5 375000 318750
Dallas 40,000 5 200000 170000
Denver 15,000 3 45,000 38250
Detroit 24,000 5 120000 102000
LA 150,000 5 750000 637500
Phoenix 24,000 5 120,000 102000
SF 45,000 5 225000 191250
Tampa 24,000 5 120,000 102000
Washington D.C. 40,000 5 200,000 170000
Total 1959250
PROMOTIONS
ROLLING STONE
Rolling Stone & Veloster Party
Invited guests only - open bar - Hollywood
rooftop hotel - Because of our heavy
advertising in Rolling Stone, they have
offered to promote us in their end of the
year holiday party. The party will feature
the Veloster and have promotional bags
given to the VIP guests. The party will also
be featured in an upcoming issue of
Rolling Stone along with an article about
the vehicle.
Promotional Objective is to get prospective customers to
come test drive the Veloster & provide contact for follow up.
OV
ER
ALL
FLO
WC
HA
RT
MEDIA SPENDING
MEDIA % $
TV 58.24% $13,322,012
ONLINE 16.65% $3,807,800
PRINT 15.44%
$3530318
OUTDOOR 8.57% $1,959,250
RADIO 11.07% $2,531,126
TOTAL 100% $22,872,506
BUDGET: $23,000,000.00
VELOSTER