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Purpose
of the campaign
The following is a six month marketing communication
proposal for the Hyundai Atos vehicle, this campaign is intended to give the
brand “Hyundai Atos” an edge also blow competitors out of the water as far as small
motor vehicles are concerned. The campaign uses highly effective marketing
communication tools and techniques which have integrated specifically to appeal
to target markets and arouse positive emotions and purchase actions towards the
Hyundai Atos vehicle.
Why
Hyundai Atos
As young individuals trying to make a name for ourselves
we create campaigns for brands we would like to associate with and/or brands
that define our lifestyle… ideally we are the target market and we identify
with the Atos on a personal level e.g. we had a classmate in varsity that owned
an Atos so we have stories, adventures and memories about the Atos. Hyundai
Atos will not get a more honest outlook on its perceptions and image in the
market than what TSB will present in the following proposal.
SWOT
Analysis
Strengths:
Economical: Extremely
affordable price
Low
on fuel consumption
Safety features - Airbags
-
Top
speed of 145km/h
-
Central locking
-
ABS
Basic
features: Electric windows, Air
conditioning, CD/Radio, Power steering, Five- speed manual, Front wheel drive
Weaknesses:
Visual appeal: Not
the prettiest of vehicles
Size: As the vehicle was
created for Koreans who are normally smaller in built than us South Africans it
can be a cramped 5-seater vehicle
Competitors: The small car market is becoming
saturated with the likes of the Kia Picanto, Dihatsu Cherade, and the ever so
eccentric chevy spark
Opportunities:
To
focus Marketing Communication messages at a specific target market.
Formulate
relevant Marketing Communication messages about the Atos.
Breathe
life and personality to the Hyundai Atos.
Set
a benchmark as far as small vehicle advertising goes
Explore
and exploit new media that is available in our modern time.
Threats:
Neglecting having Marketing Communications campaigns for
the Atos as you might feel that the money might be spent more productively on
other ventures without exploring how small to medium budgets can be used to put
together potent campaigns at cost-effective expenses.
Objectives
Marketing:
Increase
Market Share by 10%
Communication:
Build a
cool, lifestyle image for the Atos with 80% of its targets
Create
brand awareness within 70% of targets
Induce
brand trail by 50% within targets
Have 40%
of dealerships carry Atos displays in their dealerships
Create
an insightful online community for 85% of targets
Create
preference within 50% of the target market
Build platforms for interaction between the
brand and 85% of its targets
Target
Audience Profile:
Primary Secondary
- Predominantly
Female Aged
50+
- Predominately
LSM 8-10 LSM
7-9
- Aged 18 – 28 Last-
time buyers
- Students/young
employees Use
the car for shopping and church
- First-time car
buyers
- Technologically
savvy
- Upwardly mobile
Tactics
and Strategies
Introducing the brand ambassador of the Hyundai Atos who
will soon be the talk of the town, and the only thing she wants to talk about
is her Hyundai Atos.
Atu pronounced A2 short for Atamediwa (SeTswana word for
being brought near).
Name: Atu
Age: 23
Gender: Female
Race: Mixed
(Half Korean/Half Zulu)
Place of birth: Cape
Town (Gugulethu)
Residing: Johannesburg
Occupation: Secretary
at a music record label
About
Atu: She’s an aspiring singer/pop star
but no one at work knows of her singing talent. Atu enjoys travelling
especially taking road trips thus she’s a frequent visitor at her parents’
house. She is doing her post graduate studies yet finds the time to be hanging
with the movers and shakers of JHB.
A2 is very hip and trendy
and thinks highly of herself hence her choice of car… the Hyundai Atos, she
feels it matches her personality, its young, spunky, edgy, outstanding and
visually arresting. Atu has dubbed her place Atos villa, a name her roommate
isn’t a fan of. Atu is a bit of an online sensation as she has thousand of
friends however like Oprah, Atu uses her powers to for good, without fail you
will find Atu updating her Hyundai Atos Facebook page and tweeting about her
car… she is after all the president of the Hyundai Atos Fan club.
Atu loves driving and
surrounding herself with friends and family however she is a bit
claustrophobic… lucky for Atu her 5–seater car is spacious enough for her not
to have panic attacks. Atu spends her cash shopping and is known for cleaning
out malls, her boot can take all her bags, shoes, clothes, groceries and toys
all in one go… with the change from her shopping sprees you will find Atu
filling up her petrol tank with its low fuel consumption as Atu would say “OMW
my Atos is super light on a girls gucci purse LOL”.
Atu’s plan for the Hyundai
Atos
Radio: Radio has a number of benefits when
used properly, Atu has decide that she will become a part of the 5fm family as
she and most of her peers love the radio station Atu has also learned that
radio is relatively low in product cost (like her car), radio is a frequency
builder, has audience selectivity.
Atu will have a regular feature on Gareth Cliff’s show on
Thursdays at 7:50 where she will be an agony aunt and give advice (that will
somehow come back to owning a Hyundai Atos) to listeners who write to her.
On the Sundays 10am-2pm slot she will run competitions at
shopping malls where she will make contestant go on a scavenger hunt around a
shopping mall with the winner getting a hamper and a chance to go into an Atos
draw giveaway.
Magazine:
As we mentioned already Atu is a super star in her own
right so she not only plans on being on album cover she wants to be on magazine
covers as well, Atu has identified Cosmopolitan, Elle, True Love, and Heat
magazine as magazines for her however she doesn’t mind gracing the pages of
Car, Speed and Sound and Top Car magazines alongside her trusted Hyundai
Atos. With magazines you get highly
targeted audiences, expertise environments, high-quality reproduction, long
life span and credibility of the highest quality.
Newspapers:
Atu leads a very busy life and for a girl like having a
diary is not enough…The adventures of Atu and her Hyundai Atos will be
chronicled in a comic strip in weekly Sunday papers such as the Sunday times
and City Press. Newspaper offers benefits in the form of low production costs,
high one-time reach, good for copy, papers also appeal to reader habbits,
loyalty and involvement.
Television:
Working for a record label has made Atu a pretty wise
girl so she knows better than to splurge money on expensive TV advertising, she
can rather make appearances on TV shows such as Car Torque, Top billing, Vuzu
TV etc. Atu’s boss always stressed the importance of a good TV appearance
saying that TV is a good impact of reach, its national and sometimes
international and has a big impact as it uses sight, sound and motion.
Outdoor:
As an avid driver Atu drives and national roads and
entertains herself by checking out all the billboards she spots during her
journey. She plans to put up billboards using recycle parts such as car seats
and gears from written off Hyundai Atos’ to promote the brand and road safety
in a creative way. This will build frequency and give directional signage.
Online:
By definition social networking means puttinag content
online that other people will view, download/copy and share with others, Atu
has decided to rather allow people to post pictures, videos and blogs about
themselves and their Hyundai Atos’ that way social networking happens on her
Atos website, she will update her facebook page with all her activities, links
to her radio podcasts, the gigs she will be attending and organizing, her comic strips and of
course look out for her crazy yet thought provoking daily tweets and she will
take time to interact with all her online friends. The benefits of using the
internet is that it has mass audience and is addressable, can be personalized,
extremely low cost and is interactive.
Atu will also need your help as a series of scenario
based games revolving around Atu and her Hyundai Atos will be periodically
posted online and you will help them through their adventures.
Promotions:
Mall
promotions:
Set an obstacle course at a vacant parking space or by
the isle and get people (with licenses) to test drive the Hyundai Atos.
Hyundai
Atos Parties hosted by Atu:
Venue:
Johannesburg; Hip hop vs. House
Cape Town; Rock Music concert
Durban; Kwaito
Hyundai
Atos motor-art exhibition:
Host visual shows; fashion, paintings, dance, culinary
arts and music with the Hyundai Atos as the main props/centre-folds of the
events.
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