Hyundai Veloster Media Plan

MEDIA PLAN HYUNDAI VELOSTER

JOCELYN, MI, SAM | DECEMBER 8, 2011

TABLE OF CONTENTS

+ HYUNDAI VELOSTER

+ SITUATIONAL ANALYSIS

+ MEDIA ANALYSIS

+ CAMPAIGN OBJECTIVES

+ DEMOGRAPHIC PROFILES

+ PSYCHOGRAPHIC PROFILES

+ TARGET MARKETS

+ MEDIA STRATEGY

+ CAMPAIGN CYCLE

+ TV

+ RADIO

+ PRINT

+ ONLINE

+ OUTDOOR

+ PROMOTIONS

+ FLOW CHART

+ BUDGET

HYUNDAI VELOSTER + Velocity + Roadster = Veloster

+ Fluidic Sculpture

+ Blue Link

+ Engineered for Whatever

Keeps you protected and connected with voice text messaging, location sharing, and much more

The exterior is both aggressive and sleek while the interior offers technology at your fingertips

SITUATIONAL ANALYSIS + STRENGTHS

Strong Sales

Unique Design & Concept

Modern Premium

- WEAKNESSES

+ OPPORTUNITIES

- THREATS

Price competitive alternative

3-door design & innovative features

7,096 units sold. 2,538 in November

Low Market Share

Mixed Reviews

Positive Momentum

Technologically Saavy

Fuel Conscious

Eco-Friendly Vehicles

Competition

28 – 40 MPG is fuel efficient

3-door design & innovative features

Seize advantage of young target.

Saturated market

Toyota Prius Family

More innovative and appealing

Blogs & reviews influence target.

Hyundai brand not as established.

SHARE OF MARKET

VEHICLE 2006 SALES 2006 % SOM

HYUNDAI VELOSTER 20,446 .93%

FORD FOCUS 142,341 6.47%

MAZDA 3 88,239 4.01%

SCION tC 151,275 6.88%

TOYOTA PRIUS 99,578 4.53%

VOLKSWAGEN GOLF 94,498 4.30%

SHARE OF VOICE

VEHICLE LOCAL TOTAL

HYUNDAI VELOSTER 0.12% 0.4%

FORD FOCUS 35.1% 29.2%

MAZDA 3 20.1% 38.4%

SCION tC 1.2% 13.8%

TOYOTA PRIUS 40.98% 18.0%

VW GOLF 2.5% .20%

CAMPAIGN OBJECTIVES MARKETING

Position the all

new Hyundai

Veloster as an

innovative,

unique, sporty,

& affordable

vehicle in the

personal coupe

economy

segment.

COMMUNICATION

+ Target Audience

+ Target Market

+ Promotional Period

+ Strategy

+ Media

+ Budget

MEDIA

Create

immediate

awareness &

preference for

the all new

Hyundai

Veloster among

new vehicle

buyers who

may be

purchasing

their first car.

Primary are young millennials who have graduated college, entering the workforce, and looking for their first car. Secondary are older millennials who currently drive a competitor’s vehicle.

Large urban cities particularly the coasts.

January 2012 – December 2012

Reach goal to raise awareness & interest.

TV, Radio, Print, Online, and Outdoor.

$23,000,000.00

TYPICAL CONSUMER DEMOGRAPHIC

White Female

Age 55-64

Married

College Graduate

Sales & Office

Occupation

HHI $75,000 -

$149,999

Lives in NE Region

MEDIA CATEGORY MRI INDEX

Age Segment 55-64 133

Gender/Age Skew Women 25-54 111

Education Level Graduated College + 124

Occupation type

Sales & Office

Occupation 122

Household Income

HHI: $75,000-

$149,999 140

Census Region North East 171

County Size B 115

Marital Status Now Married 114

Children Ages Ages2 - 5 97

Home Value $200,000-$499,999 127

Racial Identity White/White Only 111

Heavy Users of

TV

Outdoor

Newspapers

________________

Medium Users of

Radio

Internet

Magazines

TYPICAL MILLENNIAL MEDIA

CATEGORY INDEX

Men 105

Magazines I 122

Newspapers IV 132

Radio I 106

TV (Total) V 135

Internet I 140

Outdoor IV 104

Heavy Users of

Magazines

Radio

Internet

________________

Light Users of

Newspapers

TV

Outdoor

PSYCHOGRAPHICS + Reading

+ Conversations with friends

+ Travel (USA & foreign)

+ Going to the movies

+ Watching television

+ Owning domestic pets

+ Music or concert performances

+ Listening to the radio

BDI BDI

Product: Hyundai Veloster (Elantra)

MARKET % US Pop 2005 SALES % US SALES RESULT BDI

108,264

New York 6.94%

10,431 9.63 1.39 139

LA 5.92%

5,721 5.28 0.89 89

Chicago 3.26%

4,554 4.21 1.29 129 Philadelphia 2.62%

6,170 5.70 2.18 218

SF 2.27%

2,061 1.90 0.84 84

DFW 2.22%

2,332 2.15 0.97 97

Boston 2.07%

7,860 7.26 3.51 351

Atlanta 2.05%

5,031 4.65 2.27 227

Wash DC 2.04%

7,329 6.77 3.32 332

Houston 1.92%

3,327 3.07 1.60 160

Detroit 1.71%

679 0.63 0.37 37

Phoenix 1.60%

6,271 5.79 3.62 362

Seattle 1.50%

4,686 4.33 2.89 289

Minneapolis 1.48%

2,153 1.99 1.34 134

Miami 1.44%

11,233 10.38 7.21 721

Tampa 1.42%

5,168 4.77 3.36 336

Sacramento 1.32%

1,504 1.39 1.05 105

Cleveland 1.31%

1,577 1.46 1.11 111

Denver 1.27%

3,421 3.16 2.49 249

Orlando 1.20%

428 0.40 0.33 33

CDI CDI

Products: Hyundai Veloster (Elantra), Ford Focus, Scion tC, VW Golf, Toyota Prius, Mazda 3

MARKET % US Pop 2005 SALES % US SALES RESULT CDI

510,802

New York 6.94% 26,385 5.17 0.74 74

LA 5.92% 62,705 12.28 2.07 207

Chicago 3.26% 20,838 4.08 1.25 125

Philadelphia 2.62% 21,244 4.16 1.59 159

SF 2.27% 31,923 6.25 2.75 275

DFW 2.22% 15,115 2.96 1.33 133

Boston 2.07% 26,297 5.15 2.49 249

Atlanta 2.05% 31,294 6.13 2.99 299

Wash DC 2.04% 35,929 7.03 3.45 345

Houston 1.92% 20,646 4.04 2.11 211

Detroit 1.71% 9,477 1.86 1.08 108

Phoenix 1.60% 23,377 4.58 2.86 286

Seattle 1.50% 20,660 4.04 2.70 270

Minneapolis 1.48% 28,931 5.66 3.83 383

Miami 1.44% 12,695 2.49 1.73 173

Tampa 1.42% 49,472 9.69 6.82 682

Sacramento 1.32% 8,870 1.74 1.32 132

Cleveland 1.31% 20,475 4.01 3.06 306

Denver 1.27% 4,944 0.97 0.76 76

Orlando 1.20% 10,465 2.05 1.71 171

TARGET MARKETS

SAN

FRAN

LOS ANGELES

DALLAS

DETROIT

TAMPA ATLANTA

PHOENIX

WASH.

DC

CHICAGO DENVER

MEDIA STRATEGY

+ MEDIA MIX

Introduce the Veloster as

a stylish and reliable

vehicle customized &

catered to millennial’s

needs and wants.

+ MORE FOR LESS

Show consumers that

high style and reasonable

pricing can go hand in

hand.

+ REACH

Implement a reach

strategy, to capture the

interest of a broad range

of millennials accross the

nation.

+ PULSE

Maintain steady reminder

year round, but

emphasize during launch

and promotional periods.

CAMPAIGN CYCLE 1) Introduce – raise awareness and

excitement for the Veloster

2) Launch - announce official arrival, drive

interest/curiosity lead to website for contact

info.

3) Engage - promotions, events, etc. specifically

target millennial media to raise awareness.

4) Sustain - maintain interest/continue to drive

traffic. Advertise in media that is used by

Hyundai owners as a reminder medium.

TELEVISION

TELEVISION + Although target is not heavy user of television, they are still moderate

viewers of daytime television shows, such as MTV, Fuse, FUEL TV, and

Spike TV.

+ The entire TV budget will be spent on national television in order to

reach general target audience.

+ Most of television budget is spent on Daytime television since that is

what our target primarily consumes.

+ Primetime TV placement will be purchased

during the transition from Q3 to Q4 since over

all television viewership peaks during this time.

+ All spots will be :30 seconds.

TV FLOWCHART

TELEVISION BUDGET Market: NATIONAL

T E L E V I S I O N

Weekly GRPs: 166

Demo target: Adults 25-54

Weekly SQAD # of Total

Daypart GRPs CPP Weeks $$$

Early Morning 29 22345 2 $ 1,296,010

Daytime 47 9505 11 $ 4,914,085

Early Fringe 0 14114 0 $ -

Early News 0 23332 0 $ -

Prime Access 0 0 0 $ -

Prime 19 16882 3 $ 962,274

Late News 33 22711 1 $ 749,463

Late Fringe 0 0 0 $ -

Sports 0 0 0 $ -

Cable 38 23685 6 $ 5,400,180

166 $13,322,012

TELEVISION SPOTS Translating GRPs to Number of Spots

TELEVISION

Market: NATIONAL

Minimum Total

spots/week: 150

Weekly GRPs 165

Demo: Adults 18-34

Daypart Percentage Rating GRPs Spots/Week

Early Morning 18% 3.0 30 10

Daytime 28% 2.0 46 23

Early Fringe 0% 4.0 0 0

Early News 0% 5.0 0 0

Prime Access 0% 5.0 0 0

Prime 11% 4.0 18 5

Late News 20% 4.0 33 8

Late Fringe 0% 2.0 0 0

Sports 0% 4.2 0 0

Cable 23% 0.1 38 380

Total 100% 165 425

RADIO

RADIO FLOWCHART

RADIO + Since our target is moderate

to heavy users of radio, we will

have relatively consistent

placements.

+ Primary locations: Miami,

Los Angeles, Chicago, New York Each of these locations hosts a well-

known auto show during different times

of the year. More spots will be bought

during these respective times.

+ All spots will be :60.

R A D I O

LOS ANGELES MIAMI

Weekly GRPs: 80 Weekly GRPs: 70

Demo target: Adults 18-49 Demo target: Adults 18-49

Weekly SQAD # of Total Weekly SQAD # of Total

Daypart GRPs CPP Weeks $$$ Daypart GRPs CPP Weeks $$$

Morning Drive 70 713 15 $ 748,650 Morning Drive 35 338 6 $ 70,980

Day 0 665 0 $ - Day 14 234 6 $ 19,656

Evening Drive 10 669 7 $ 46,830 Evening Drive 21 295 6 $ 37,170

Evening 0 301 0 $ - Evening 0 145 0 $ -

80 $795,480 70 $127,806

CHICAGO NEW YORK

Weekly GRPs: 95 Weekly GRPs: 100

Demo target: Adults 18-49 Demo target: Adults 18-49

Weekly SQAD # of Total Weekly SQAD # of Total

Daypart GRPs CPP Weeks $$$ Daypart GRPs CPP Weeks $$$

Morning Drive 60 615 15 $ 553,500 Morning Drive 70 1008 10 $ 705,600

Day 0 553 0 $ - Day 0 871 0 $ -

Evening Drive 30 518 11 $ 170,940 Evening Drive 20 808 10 $ 161,600

Evening 0 141 0 $ - Evening 10 324 5 $ 16,200

90 $724,440 100 $883,400

RADIO BUDGET

RADIO SPOTS Market:

LOS

ANGLES

Weekly

GRPs 80


Morning

Drive 86% 1.5 69 46

Daytime 0% 1.0 0 0

Evening Drive 14% 1.3 11 9

Evening 0% 1.0 0 0

Total 100% 80 54

Market: MIAMI

Weekly

GRPs 70


Morning

Drive 50% 1.5 35 23

Daytime 20% 1.0 14 14


Evening 0% 1.0 0 0

Total 100% 70 53

Market: CHICAGO

Weekly

GRPs 95


Morning

Drive 65% 1.5 62 41

Daytime 0% 1.0 0 0


Evening 0% 1.0 0 0

Total 100% 95 67

Market: NEW YORK

Weekly

GRPs 100


Morning

Drive 60% 1.5 60 40

Daytime 0% 1.0 0 0


Evening 12% 1.0 12 12

Total 100% 100 74

PRINT

PRINT + Using MRI+, the most popular magazines consumed by

our target were determined.

+ Magazines were selected based on CPM & categories

that reflected millennial interests.

+ While many of the niche magazines will be targeted,

we will purchase a cover in TIME in an effort to position

the Veloster as not only a car for millenials, but as an

innovative car for everyone.

PRINT CPM ANALYSIS MAGAZINE4

TIMES COST BLEED

CIRCULATION CPM TOTAL 0.85

Car and Driver 1P 4C 12 26035 3905.25 335000 77.71642 359283 305390.6

Car and Driver 1P 4C 6 27450 4117.5 335000 81.9403 189405 160994.3

Elle 1P 4C 6 127090 1124569 113.0122 762540 648159

Entertainment 1P 4C 6 3100 310 14865 208.5436 20460 17391

Entertainment 1P 4C 3 3300 330 14865 221.998 10890 9256.5


Entertainment Weekly 1P 4C 12 168495 1799177 93.65115 2021940 1718649

Fitness 1P 4C 12 1598 11886 134.4439 19176 16299.6

Forbes 1P 4C 8 109900 16485 924330 118.8969 1011080 859418

Forbes 1P 4C 4 113760 17064 924330 123.0729 523296 444801.6

Forbes 1P 4C 1 129270 19390.5 924330 139.8527 148660.5 126361.4

Forbes

2nd cover spread 4 254810 38221.5 924330 275.6699 1172126 996307.1

Forbes

2nd cover spread 1 289560 43434 924330 313.2647 332994 283044.9

GQ 1P 4C 12 143679 0 939067 153.0019 1724148 1465526

GQ 1P 4C 9 148523 0 939067 158.1602 1336707 1136201

GQ 1P 4C 6 153365 0 939067 163.3164 920190 782161.5

GQ 1P 4C 3 156594 0 939067 166.7549 469782 399314.7

maclife 1P 4C 12 9040 0 200030 45.19322 108480 92208

maclife 1P 4C 9 9515 0 200030 47.56786 85635 72789.75

maclife 1P 4C 6 10015 0 200030 50.06749 60090 51076.5

maclife 1P 4C 3 10545 0 200030 52.71709 31635 26889.75

Marie Claire 1P 4C 9 127455 1022393 124.6634 1147095 975030.8

People 1P 4C 1 400000 0 3602006 111.0492 400000 340000

People 1P 4C 1 288500 0 3602006 80.09426 288500 245225

People 2nd cover 1 360650 0 3602006 100.1248 360650 306552.5

Rolling Stone 1P 4C 8 6700 0 12880 520.1863 53600 45560

Rolling Stone 1P 4C 4 7540 0 12880 585.4037 30160 25636

Rolling Stone 1P 4C 1 8374 0 12880 650.1553 8374 7117.9

Sports Illustrated 1P 4C 1 370500 0 3174355 116.7166 370500 314925

The Atlantic 1P 4C 10 57142 0 482659 118.39 571420 485707

The Atlantic 1P 4C 6 60994 0 482659 126.3708 365964 311069.4

The Atlantic 1P 4C 3 62278 0 482659 129.0311 186834 158808.9

The Atlantic

2nd cover spread 3 74731 0 482659 154.8319 224193 190564.1

The New Yorker 1P 4C 6 7293 729.3 399161 18.27082 48133.8 40913.73

The New Yorker 1P 4C 3 7531 753.1 399161 18.86707 24852.3 21124.46

The New Yorker 1P 4C 1 7928 792.8 399161 19.86166 8720.8 7412.68

The New Yorker spread 6 14588 1458.8 399161 36.54666 96280.8 81838.68



Time 3rd cover 1 301900 0 3314946 91.07237 301900 256615

Time 1P 4C 1 603800 0 3314946 182.1447 603800 513230

Wired 1P 4C 6 101930 0 800810 127.2836 611580 519843

Wired 1P 4C 3 104076 0 800810 129.9634 312228 265393.8

Wired 1P 4C 1 107295 0 800810 133.9831 107295 91200.75

Official XBOX 1P 4C 3 23706 0 350949 67.54828 71118 60450.3

Official XBOX 1P 4C 6 23009 0 350949 65.56223 138054 117345.9

Official XBOX 1P 4C 12 22312 0 350949 63.57619 267744 227582.4

ESPN The Magazine 1P 4C 3 219241 0 2065208 106.1593 657723 559064.6

ESPN The Magazine 1P 4C 6 214720 0 2065208 103.9702 1288320 1095072

Motor Trend 1P 4C 3 16975 0 1134565 14.96168 50925 43286.25

Motor Trend 1P 4C 6 166480 0 1134565 146.7347 998880 849048

Motor Trend 1P 4C 9 162960 0 1134565 143.6321 1466640 1246644

PRINT FLOWCHART

PRINT BUDGET MAGAZINE TIMES COST BLEED CIRC. CPM COST TOTAL

Car and Driver 1P 4C 6 27450 4117.5 335000 81.9403 189405 160994.3


GQ 1P 4C 3 156594 0 939067 166.7549 469782 399314.7

maclife 1P 4C 6 10015 0 200030 50.06749 60090 51076.5

People 1P 4C 2 288500 0 3602006 80.09426 577000 490450

Rolling Stone 1P 4C 4 8374 0 12880 650.1553 33496 28471.6

Sports Illustrated 1P 4C 2 370500 0 3174355 116.7166 741000 629850

Time 3rd cover 2 301900 0 3314946 91.07237 603800 513230

Wired 1P 4C 6 101930 0 800810 127.2836 611580 519843

Official XBOX 1P 4C 6 23009 0 350949 65.56223 138054 117345.9

Motor Trend 1P 4C 3 16975 0 1134565 14.96168 50925 43286.25

ESPN The Magazine 1P 4C 3 219241 0 2065208 106.1593 657723 559064.6

TOTAL $3530318

ONLINE

ONLINE + Based on information gathered

on millennials, we decided to

purchase slots on the most

frequented websites.

+ Hyundai will purchase banners

on each of the pages (Facebook,

Hulu, iTunes, Nascar, YouTube,

Twitter, MTV).

+ On the day of the Superbowl

XLVI, Hyundai will takeover the

Google homepage as a means to

reach the general audience.

ONLINE FLOWCHART

ONLINE BUDGET

SITE TYPE CPM IMPRESSIONS COST TOTAL

NASCAR automotive 20 1500000 30000 180000

MTV.com lifestyle 12 52000000 624000 530400

Hulu.com lifestyle 12 52000000 624000 530400

Twitter.com lifestyle 12 50000000 600000 510000

YouTube.om lifestyle 12 54000000 648000 550800

iTunes.com lifestyle 12 51000000 612000 520200

Facebook.com lifestyle 12 55000000 660000 561000

Google homepage 500000 425000

Total 3807800

OUTDOOR

OUTDOOR + Based on the cities that are reported to have the most

car traffic, we chose to place 50-showing billboards in

each of these cities.

+ The cycle during which these will

appear is relative to the time periods

that typically see the highest

amounts of traffic.

+Mixture of Bulletins

& Bus Shelters

OUTDOOR FLOWCHART

OUTDOOR BUDGET

Market 50- Showing Months Total Discount

Atlanta 30,000 5 150,000 127500

Chicago 75,000 5 375000 318750

Dallas 40,000 5 200000 170000

Denver 15,000 3 45,000 38250

Detroit 24,000 5 120000 102000

LA 150,000 5 750000 637500

Phoenix 24,000 5 120,000 102000

SF 45,000 5 225000 191250

Tampa 24,000 5 120,000 102000

Washington D.C. 40,000 5 200,000 170000

Total 1959250

PROMOTIONS

ROLLING STONE

Rolling Stone & Veloster Party

Invited guests only - open bar - Hollywood

rooftop hotel - Because of our heavy

advertising in Rolling Stone, they have

offered to promote us in their end of the

year holiday party. The party will feature

the Veloster and have promotional bags

given to the VIP guests. The party will also

be featured in an upcoming issue of

Rolling Stone along with an article about

the vehicle.

Promotional Objective is to get prospective customers to

come test drive the Veloster & provide contact for follow up.

OV

ER

ALL

FLO

WC

HA

RT

MEDIA SPENDING

MEDIA % $

TV 58.24% $13,322,012

ONLINE 16.65% $3,807,800

PRINT 15.44%

$3530318

OUTDOOR 8.57% $1,959,250

RADIO 11.07% $2,531,126

TOTAL 100% $22,872,506

BUDGET: $23,000,000.00

VELOSTER

Documents

Hyundai Veloster Media Plan