call girls in Jama Masjid (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
Pep boys presentation-updated
1.
2. meet the team
Jamila Johnson
Copywriter
Kristen McCabe
Art Director
Vernon Brehon
Copywriter
Derek Cataldi
Account Planner
Mark Longacre
Account Director
Shannon Abraham
Research Analyst
3. the challenge
“How can we get the female
demographic, who own and drive cars,
to choose Pep Boys for their auto
service and auto retail needs?”
4. current situation
• Over 700 stores in
U.S. and Puerto Rico
• Offers a wide variety
of auto parts and auto
accessories
• Has a wide range of
services
• Highly qualified
mechanics
• Demographics
– Caucasian males age
30-70
– HHI $41k-99k
• Psychographics
– Knows how to fix small
problems
– Uses service center to
repair larger jobs
– Working class
6. competition
Local Repair Shops
• Indirect competition
• Close to home
• Easier to negotiate pricing
• Easy to build relationship with mechanic
• Trusting and convenient
• May not be certified for every car
7. competition
Other Chains
• Direct competition
• Offer similar products at similar prices
• Fast and convenient service
• Skilled/professionally trained staff
• Not personal
• Lack of trust
8. advertising review
• Current Advertising
– Cable Television
– Direct Mail
– Social Media
– Email/Online
– Radio
– Outdoor
– Events
• Pep Boys Past and
Current Positioning
– Previously- Positioned
around
• Selection
• brand names
• convenience
– Current- Positioned
around best prices
9. secondary research
Industry Overview:
• Incline in small auto-parts accessibility
• Rise in competition
• People are seeking convenience, location, price and
trust
• Stronger buyer power (buyer can get service or parts
anywhere)
• Word of mouth and internet reviews affects business
10. key business issues
• Saturation of market
• Caught between two worlds
-Car dealer quality
-Auto-care service
• Not top of mind aware.
• Communicate high quality of service.
11. primary research methodology
• First Survey
– Online
– 35 respondents
– 20 questions
– explored target's car
maintenance
• Second Survey
– Online
– 32 respondents
– 19 questions
– Investigating media
habits
• Focus group
– Five participants
– Two hours
12. Where is our target going for car service?
40%
43%
17%
A)ermarket Service
Center
Dealership
Other
13. when choosing a car service center what
matters most…
25%
23%
Loca@on
Friends Opinion
14. does our target own smart phones?
89%
11%
Smartphone Owner
Non‐Smartphone Owner
15. key focus group insights
“I would take advantage
of the app if it made
making appointments
easy and informed me
when my appointment
was over. I would also
like to know what was
done and what products
were used.”
“Direct mail is the best
way to remind me to get
things done to my car
based on the good
deals”
16. people who shopped at PepBoys…
83%
17%
Did NOT Use Service
Center
DID Use Service Center
17. target audience
• College educated women 25-35
• Up-to-date with technology
• Care about carʼs operation
– not specifics.
18. persona
Babe
• 26
• Single
• Drives an off-lease Honda Civic
• Concerned mostly with her social life, dating, and friends
-Needs a reliable car to keep up with friends
• Works as a media sales rep
• Recently moved into her own apartment
19. persona
Blair
• 30, Engaged
• Drives a Fusion Hybrid
• Passionate about her job as an office rep
• Spends every other weekend with her boyfriend in DC
-Has to have her car running smoothly for long drives
• Rents an apartment
21. positioning statement
To 25-35 year old females, Pep Boyʼs
thoroughly trained staff is committed to
fostering an intimate relationship between
mechanic, owner and car.
22. positioning explanation
• We chose them because brand recognition for
young audience
• Not familiar with cars
• Women are willing to download the app
• Pep boys concentrates on the relationship
between you, your mechanic, car
23. what our target thinks about…
Reliable
Trusting
Union
Fixing problems
Better
Communication
Mediator
Understanding
Reliable
Manny
Moe
Jack
Car service
Communication
Mechanic
PepBoys:
Therapy:
32. mobile app
• Schedule an
Appointment
• Car History
– In depth details of past
visits
• Specials & Local
Coupons
• Need a Tow?
– Helpful towing service
available 24/7
• Meet Our Mechanics
– Qualifications
– Work history of your
mechanics specific to
your PepBoys
locations
33.
34. eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
eliable service convenient availability friendly variety logo manny old cars price clea
lean price cars old manny logo variety friendly availability convenient service reliab
Service convenient availability friendly variety logo manny old cars price clean reliab
reliability
friendliness
communication
39. conclusion
• Car Therapy
– Building relationship
between car and
owner
– Informing owner about
carʼs needs
• Inviting, female
friendly
• Cohesive campaign
across media