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Bmw Presentation
- 1. Marketing Group No.1 Adrian Abhishek Ashish ... ... Alex Kanchan Naja
- 3. Communication objectives Targeting a “tribe”
- 4. Some theory first THE TREND THE GATHERINGS THE PLACES THE DAY-TO-DAY PRACTICE The Clover model
- 5. The Target audience (“Tribe”) UK Teenagers, 15-17, SEC A, A+ Total market size 1.5 million
- 6. The proposition “Can’t wait to be 17!”
- 7. The channels How to communicate with them?
- 9. The Ultimate Driving Machine experience!
- 11. Public relations Road safety
- 12. Celebrity endorsement Teen icons
- 15. Customer Relationship ManagerUnited Kingdom
- 16. Conclusions
Notes de l'éditeur
- Marketing Group 1Adrian FordAbhishek ChandAshish DeodharAlex HernandezKanchan YSNaja Nalapurakkal
- The creative brief The communication objective The target audience (The ‘Tribe’) and what do we know about them? What should the communication say? (The ‘proposition’) and why should they believe us? The channels of communication Conclusions
- To target a new customer segment largely ignored by most of the car manufacturers To build brand affiliation with the future customers To remain top-of-the-mind of the young, affluent, influential future customer
- Aspects of neotribalismNeotribe: a network of heterogenous persons interlinked by a shared passion. An important characteristic differentiating neotribes from premodern tribes is that they are not mutually exclusive. In fact, it is the norm to belong to more a number of neotribes.From a marketing perpective we need target the ethnosociological ‘glue’ holding the neotribe together, thus the focus shifts to ‘linking value’ rather than pure product functionality.Our strategyImplement “the places” chatboard ideally via online gaming console (but can be web site based also)The gatherings: occasion to target revolves around 17th birthday (“Can’t wait to be seventeen” campaign)The trend: ability to set expectations for this – prospective customers eagerly awaiting a ‘real’ BMW from competition win on 17th birthdayDay-to-Day practive: [xxxxx] number of teenage video gamers(Tribal aspects of postmodern consumption research; Cova & Cova, 2001)