1. GLOBE MOTORS
COMMUNICATION
DIRECTION PROPOSITION:
QUARTER 3&4 2012
2. Objectives
Raise TOMA for the Globe Motors brand by 40%
Stimulate action/usage and increasing sales volume by 50%
Bring brand experience to the target group thereby creating bond
Creatively be in the face of TG on any platform they patronize to
remain in their consciousness
3. Overview
The dynamism of the automobile industry has made it an ever vibrant one as new
models and functionalities are introduced into the market almost on a quarterly
basis by brands.
Fuel efficient and green cars are beginning to attract the attention of industry
watchers and regulators.
Increased number of purchase of brand new cars despite the economic downturn.
The influx of other Asian brands of automobile in the market, jostling for the same
market as the established brands
The deplorable state of roads which now makes people give preference to
durability of products, how rugged is it.
4. Channel Strategy Matrix
CONSUMER BRAND
High profile Globe Motors positions
professional Consumer Brand itself as a brand that
stands for quality
Reasonable income Very strong customer
relations and after sales
Classy services
Project the added value its
Informed customers gain by
Channel associating with it
Educated
CHANNELS Flexible payment plans
Understand brands TV: Visual impact and credit facilities
Radio: Reach
Press: Pass on value, Details
Outdoor: In the face
Digital: Strategic engagement
5. A day in the life of Daniel
He breezes through newspaper
Daniel is a middle age professional
headline online to know which of his
within the age 30 – 60 who works with
favorite dailies to buy for the day.
a blue chip company .
He resides in the urban/semi-urban
parts of the country.
He starts his day early, his iPad /clock He buys the newspaper based on
alarm wakes him up @ 5:30am to the online headlines he looked
prepare for the day through
In the office, he alternates
After listening to the new update on his between CNN and Aljazeera .
favorite station Wazobia/Cool fm @ Relax at Ikoyi club briefly for his
about 7:15 am, he locks on to his iPad lunch break. He takes some time
where he gets the latest business out to relax with friend @ the club
reports, exchange rates, Stock before going home. He settles for
market reports etc. local news, Channels News @
10pm in the evening
With the understanding of his life style, we now know how and where /channel to
6. Channel deliverables
PRESS
Press allows for the inclusion of details and instruction on products
The visual impact of creative can not be ignored
RADIO
Radio helps achieve reach
Radio is cheap
TV
TV has audio-visual impact which helps messages register faster in the minds of the TG
Reach
Digital
The online platform has no restriction as far as location is concerned, it can be accessed from anywhere.
Reach
Out of Home (OOH)
The Outdoor approach to brand exposure is all about “ The EYES BALLS”. Strategic positioning of hoarding will
help deliver brand objectives
8. Relationship between elements
Consumer Vs Brand:
What draws the consumers to the brand and how does the
average consumer perceive the brand
Consumer Vs Channel:
How does the consumer consume the various channels
available to it. i.e. media consumption habits
Brand Vs Channel:
Which of all the available channels best delivers brand
message and communications
9. Competitive Research
The likes of Elizade, Coscharis, Today's cars, Elim Motors are some of the
major players in the market
Reasons for preference:
Quality Customer service
Receive and make customers feel comfortable
Customized after sales service e.g.. Periodic reminders to customers for maintenance
Flexible payment plans and credit facilities
Corporate acquisition packages for corporate bodies
Free car servicing and lubricant change
Quality and reliability of products
Branch network and availability
Opportunity to experience brand (media): precision targeting/strategic
placements
TV, Radio, Press, Online and Outdoor
10. Insights
Our target audience are people of class who want to identify with quality and
reliability
He is in search of a dealer who will provide convenient and quality services. They
expect and appreciate premium service
Give me after sales services
Call to remind me my servicing in near
Provide Flexible payment plans
They have a very busy schedule and require careful study to reach
We can target them at their most vulnerable moments.
They are information savvy
They want to be up to date, they don’t miss major news
They take time to associate in select locations
They congregate and want to associate with themselves, choose choice spots and clubs
11. Media Strategy Outline
Parameter Media platforms
Communication • Create awareness of the brand
objectives • Generate buzz, talk value and action amongst TG.
Focus of Effort Reach Frequency
↑↑Awareness (initial burst) Sustain Awareness level
Target Audience Target Priority
• A,B,C 1 SEC, 30 - 60 years
• Male middle age professionals
•Urban and semi-urban areas
Key Markets • Pan Nigeria
Media Choice TV , Radio, Press, Digital & Outdoor
13. TV Deployment Strategy
Strategic placement On TV, mid news business and stock
market report segment
Deploy 30 seconds materials
Buy into automobile specific programmes.
Auto wheels etc.
Sponsorship and strategic placements on programmes with high viewership amongst
TG.
Major Network news
IPS spots on Kakkaki
IPS spots on One on One NTA Network
Sunrise Daily
Face – off on Channels TV
14. Radio Deployment Strategy
Radio to achieve frequency
Automobile programme segment sponsorships ; “brought to you by Globe
Motors”
Time checks
Safety reminders
Create and sponsor a 15 minutes radio program.
An interactive magazine show that creates the platform for participants to
call in and answer questions relating to automobiles and win prizes
15. Press Deployment Strategy
Placements in national and regional dallies
Strategic Intrusive placements within editorials in newspapers
Target days for automobile industry specific publication.
Weekly FAQ segment within the dallies to improve brand experience.
Strategic Corporate campaigns for brand affinity e.g.. Easter, Christmas, Children's
day, Mothers day etc
Automobile Magazines.
Partnership with auto magazines e.g.. Motor shoppers, Motion wheels on
regular editorials and mention of the brand and its values
Regular Loose inserts arrangements with magazines with more details on
the possible benefits the customers stand to gain from patronizing GLOBE
MOTORS
16. Online Deployment Strategy
Target the professional/executives with their gargets;
Smart phones: Blackberry, Androids, Windows OS Tablets
: iPads, Galaxy tabs etc .Their computers too in the office
since they always want to be in touch
Stock market reports sites.
Political discussion sites.
Exchange rate calculation sites.
Economy news sites
Real estate sites
News streaming sites
News paper websites
18. Out of Home Deployment Strategy
Target the executives at their hang outs; Lagos Country
Club, Ikoyi Club, Yoruba Tennis Court, AP Club where they
relax and connect after the days work and over the
weekends
Subtle but strategic branding at the:
Club Entrance
Club/Airport Car park
Branding of the courts
Lawn tennis, squash courts
Branded car foot mats, mud guards,
Windscreen shade.
To be distributed amongst club members
19. Recommendations
More creative use of press should be considered as intrusive ad’s, headline
proximity messages and editorials should be exploited more
Special attention should be given to sponsorship (Radio) where the brand
can actually own programmes and build followership around it
Strategic placements within Major news for reach
For commercial locations like Lagos, PH and Kano, the brand should look
at exploring online as the volume of online presence amongst TG in these
regions is high.
We should endeavor to follow our TG anywhere, even where he hangs out
for he is even more relax and receptive to messages at those locations.