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

1. Introduction: BMW i8 2. Marketing Research 3. Data Analysis 4. Ad Proposal 5. Q&A

Table of Contents

I. Introduction: BMW i8

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

Introduction: BMW i8

II. Market Research

[Step 1] Research Approach

Qualitative Research - Video Interview - Audio Interview

- Online Survey - QuestionnaireQuantitative Research

II.  MarkeRng  Research

[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

[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

[Step 3] Contact Method

HOW TO CONTACT?

Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire

II.  MarkeRng  Research

[Step 3] Contact Method - Video InterviewII.  MarkeRng  Research

[Step 3] Contact Method

HOW TO CONTACT?

Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire

II.  MarkeRng  Research

[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

[Step 3] Contact Method

HOW TO CONTACT?

Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire

II.  MarkeRng  Research

[Step 3] Contact Method - Online SurveyII.  MarkeRng  Research

https://www.surveymonkey.com/s/G8TXY29

[Step 3] Contact Method

HOW TO CONTACT?

Heading 2! Video Interview Heading 4Heading 3! ! !Audio Interview Online Survey Questionnaire

II.  MarkeRng  Research

[Step 3] Contact Method - QuestionnaireII.  MarkeRng  Research

19 people responded.

III. Data Analysis

[Step 1] Set of LaddersIII.  Data  Analysis

[Step 2] Summary Content CodesIII.  Data  Analysis

[Step 3] Implication Matrix - Luxurious

Self-­‐esteem  8.3

Pres/ge  6.9

Quality  16.4

Impress  others  7.3

III.  Data  Analysis

[Step 3] Means-end Chain - Luxurious

Attribute Consequence Value

Luxurious

Self-esteem

Famous brand

Quality

III.  Data  Analysis

[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

[Step 3] Means-end Chain - Eco-friendly

Attribute Consequence Value

Eco-friendly

Self-esteem

No pollution

Change people’s mind

III.  Data  Analysis

[Step 4] Hierarchical Value MapIII.  Data  Analysis

IV. Ad Proposal

[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?’’

[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

[Step 3] Story BoardIV.  Ad  Proposal

[Step 3] Story BoardIV.  Ad  Proposal

[Step 3] Story BoardIV.  Ad  Proposal

[Step 4] Online CommercialIV.  Ad  Proposal

Q&A

Thank you very much!

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