This marketing plan aims to triple sales of "XXX" Hummer vehicles and replace declining military vehicle demand with equal or higher commercial sales. The primary target is male, ages 35-64, college educated, with incomes over $175,000. Tactics include magazines to reach car enthusiasts and deliver a lifestyle message. The objectives are to raise brand awareness to 50% and build the Hummer image as differentiated, off-road capable vehicles. Dealer support includes marketing materials and tips to generate qualified leads. Direct mail and brochures will invite prospects to test drives to establish a cost-per-lead benchmark. Additional efforts include promotions, public relations, and trade show presence.

4. 35-64 years old

5. College-educated

6. $175,000+ income

7. Successful entrepreneurs, doctors, executives

9. Situation Analysis

10. SWOT Analysis

11. Media Plan

12. Objectives Two main goals of this campaign will achieve: Triple wholesales of “XXX” Hummer vehicles Replace the shrinking demand for military vehicles with equal to or more than commercial sales

13. MarcomM Objectives Raise top of mind awareness among target audience to 50% Build on the image/mystique of the Hummer Differentiate Hummer from any vehicle on or off the road Re-enforce Hummer’s off-road capabilities Deliver qualified, preconditioned leads to dealers

14. MEDIA Tactics Consumer magazines to deliver the “lifestyle” message Through these initiatives, our media impact is estimated to result in: Average R of 54% Average F of 3.6 times Total gross impressions of 1,556,240

15. Publications

17. Create more user-friendly Marketing Communications Planner

18. Empower dealers with tools to generate new leads and maintain contact with hot prospects

19. Continually refine and improve our co-op program

20. Enhancecommunication between the dealers, the agency, and AM General

21. Involve dealers in national marketing programs

23. One new marketing tip per month

25. Road Test results

26. Testimonials

27. Stories of Hummer Adventures

30. Additional Marketing Tactics Promotions and Merchandising Programs Forbes Magazine Business Week The Broward Marine Summer Cruise

31. Additional Marketing Tactics Public Relations and Trade Shows Automotive Magazines

32. Additional Marketing Tactics Public Relations and Trade Shows Automotive Magazines Lifestyle-oriented Publications Franco Public Relations Publication relations Events North American International Auto Show National Auto Dealers Association Meeting Safari Club International Show Arnold Schwarzenegger’s Fitness Expo

33. Budget Summary