GLOBE MOTORS

COMMUNICATION DIRECTION PROPOSITION: QUARTER 3&4 2012

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

Objectives

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.

Channel Strategy Matrix

BRAND Globe Motors positions

itself as a brand that stands for quality

Very strong customer relations and after sales services

Project the added value its customers gain by associating with it

Flexible payment plans and credit facilities

CONSUMER

High profile professional

Reasonable income

Classy

Informed

Educated

Understand brandsCHANNELSTV: Visual impact

Radio: Reach

Press: Pass on value, Details

Outdoor: In the face

Digital: Strategic engagement

Consumer Brand

Channel

A day in the life of Daniel

Daniel is a middle age professional within the age 30 – 60 who works with a blue chip company .He resides in the urban/semi-urban parts of the country.

He starts his day early, his iPad /clock alarm wakes him up @ 5:30am to prepare for the day

After listening to the new update on his favorite station Wazobia/Cool fm @ about 7:15 am, he locks on to his iPad where he gets the latest business reports, exchange rates, Stock market reports etc.

He breezes through newspaper headline online to know which of his favorite dailies to buy for the day.

In the office, he alternates between CNN and Aljazeera . Relax at Ikoyi club briefly for his lunch break. He takes some time out to relax with friend @ the club before going home. He settles for local news, Channels News @ 10pm in the evening

He buys the newspaper based on the online headlines he looked through

With the understanding of his life style, we now know how and where /channel to reach him

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

Interactions

Consumer Brand

Channel

Consumer-Brand

Interaction

Consumer-Channel

Interaction

Brand-Channel Interaction

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

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

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

Media Strategy Outline

Parameter Media platforms

Communicationobjectives

• Create awareness of the brand• Generate buzz, talk value and action amongst TG.

Focus of Effort Reach

↑↑Awareness (initial burst)

FrequencySustain 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

ExecutionTV & Radio, Press, Digital

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

TV 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

Radio 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

Press 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

Online Deployment Strategy

Strategic placements

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

Out of Home Deployment Strategy

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.

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