!""# #$" #"%! Jamila Johnson

Copywriter

Kristen McCabe Art Director

Vernon Brehon Copywriter

Derek Cataldi Account Planner

Mark Longacre Account Director

Shannon Abraham Research Analyst

#$" &$%''"()" “How can we get the female demographic, who own and drive cars, to choose Pep Boys for their auto service and auto retail needs?”

&*rr"(# +,#*%#,-( •  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

&-!p"#,#,-( Dealerships: •  Indirect competition •  Offer quality service •  Mostly for new car owners •  More expensive but people trust their quality

&-!p"#,#,-( 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

&-!p"#,#,-( Other Chains •  Direct competition •  Offer similar products at similar prices •  Fast and convenient service •  Skilled/professionally trained staff •  Not personal •  Lack of trust

%.v"r#,+,() r"v,"w •  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

+"&-(.%r/ r"+"%r&$ 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

0"/ b*+,("++ ,++*"+ •  Saturation of market •  Caught between two worlds -Car dealer quality -Auto-care service •  Not top of mind aware. •  Communicate high quality of service.

pr,!%r/ r"+"%r&$ !"#$-.-'-)/ •  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

W$"r" ,+ -*r #%r)"# )-,() f-r &%r +"rv,&"?

40% 

43% 

17% A)ermarket Service Center 

Dealership 

Other 

w$"( &$-1,() % &%r +"rv,&" &"(#"r w$%# !%##"r+ !1#…

25% 

23% 

Loca@on 

Friends Opinion 

.-"+ -*r #%r)"# -w( +!%r# p$-("+?

89% 

11% 

Smartphone Owner 

Non‐Smartphone Owner 

0"/ f-&*+ )r-*p ,(+,)$#+ “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”

p"-p'" w$- +$-pp". %# P"pB-/+…

83% 

17% 

Did NOT Use Service Center 

DID Use Service Center 

#%r)"# %*.,"(&" •  College educated women 25-35 •  Up-to-date with technology •  Care about carʼs operation – not specifics.

p"r+-(% 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

p"r+-(%  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

&-!!*(,&%#,-( -b2"&#,v" To familiarize and inform the novice of their carʼs basic needs.

p1,#,-(,() +#%#"!"(# To 25-35 year old females, Pep Boyʼs thoroughly trained staff is committed to fostering an intimate relationship between mechanic, owner and car.

p1,#,-(,() 3p'%(%#,-( •  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

w$%# -*r #%r)"# #$,(0+ %b-*#…

Reliable Trusting Union Fixing problems Better Communication Mediator Understanding

Reliable Manny Moe Jack Car service Communication Mechanic

PepBoys: Therapy: 

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!""# 0%r"( & b"w

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!-b,'" %pp •  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

reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea clean price cars old manny logo variety friendly availability convenient service reliabl Service convenient availability friendly variety logo manny old cars price clean reliabi reliable service convenient availability friendly variety logo manny old cars price clea

r"',%b,',#/ fr,"(.',("++

&-!!*(,&%#,-(

!".,% •  Radio •  Online Video Adʼs •  OOH •  Direct Mail •  Mobile Advertising

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#$" br"%0-.-w( •  Radio: $343,579 •  Online Video: $34,179 •  Direct Mail: $30,250 •  OOH: $30,000 •  APP: $19,000 •  Production: $40,000

$$ #-#%':$497,008

r"&-!!"(.%#,-(+… •  Redesign: – Waiting lounge – Mechanic workspace – Service transcript

•  Highlight price match guarantee •  Emphasize services: – Overnight drop off – State inspection

&-(&'*+,-( •  Car Therapy

–  Building relationship between car and owner

–  Informing owner about carʼs needs

•  Inviting, female friendly

•  Cohesive campaign across media

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