Strategic Brand Communication – Saudi Arabia Market

1. Strategic Brand Communication – Saudi Arabia Market
CHEVROLET ELECTRIC CAR
LAUNCH

2. The Interaction
 The Brief
 Our Appreciation of the brief
 Understanding the Electric Car Environment
 Saudi Arabia
 Understanding Chevy’s Perception
 Brand Essence
 Creative Brief
 Marketing Rollout (Strategy)

3. The Brief
 To launch the Chevrolet electric car “Volt” in
the Saudi Arabia market
 Task: Achieve sales target of 7000 units in the Saudi
Arabia in 12 months.

4. Appreciation of Brief
 Exploiting the opportunity in an un-taped
market f0r average person electric vehicle.
 Leverage the Chevrolet electric car Volt as the
new point of differentiation for means of
transportation and make it stand out from
the scrutiny of competition (regular gasoline
car).

5. Car Features
 Lithium-ion battery pack
 The development of the Volt’s 16kWh T-shaped lithium-ion battery is
the key to its success.
 Electric
 The Volt will use a high-energy battery and range-extending onboard
power source to recharge the battery while driving.
 1.0L/100km fuel economy
 The Volt will consume 25 kwh/160km of electricity and have a fuel
economy of just 1.0L/100km

6. Understanding the Saudi
Environment

7. The Saudi Auto Market
Perspective
 Everyday use of gasoline cars in the Saudi
Arabia continues to grow strongly
 Product innovation and new technology
drives Middle East car usage
 Introduction of new efficient and effective engine
types, new fuel injection systems and technological
appreciation of car auxiliaries.

8. Current Saudi Auto Market
Happenings
 In the Gulf Arab region, Saudi Arabia is the
biggest auto market.
http://www.gulf-times.com/site/topics/printArticle.asp?cu_no=2&item_no=341591&version=1&template_id=48&parent_id=28
 Saudi Arabia’s vehicle sales reached
595,586, up from 590,080 in 2008, according
to BMI estimates. (July 2010) Business Monitor International Limited
07 Jul 2010 (61 Pages)
http://www.zawya.com/research/reports.cfm?reportid=pdf_070710075311

9. Current Saudi Market
Happenings
 King Abdullah University of Science and Technology
(KAUST), a new graduate-level research university
located in Thuwal, Saudi Arabia, has commissioned UK-
based Elektromotive to install 150 Elektrobay charging
stations across its campus by September 2009—one of
the largest single EV infrastructure deals so far.
 KAUST will use the Elektrobay charging points to
recharge 150 new electric vehicles that will transport
staff and pupils around the campus.
http://www.greencarcongress.com/2009/07/elektromotive-kausst-20090730.html

10. Understanding Chevy’s
Perceptions

11. Top of Mind AWARENESS
 Chevrolet occupies a
leading place in the
mindset of customers.
 Universal mention at
first go
 It gets mentioned as one
of the most familiar car
brand along with
Ford, Honda & Toyota in
the Saudi market.

12. Chevrolet SWOT Analysis
STRENGTH WEAKNESS
Strong corporate presence
Good Support from other retail brands
Weaker sales against Japanese brands.
Distribution Width
Can be more confident
Open minded & Communicative
High brand equity in the local market:
Saudi Nationals
OPPORTUNITIES THREATS
New generation entering the bankable Anumber of deals for Chinese brands
market (Generation Y) targeting the Saudi commercial vehicle
segment
Perceived as a top car manufacturer
worldwide Other companies from China, Taiwan and
Thailand are reported to have finalized deals
After-sales is seen as a key area in which worth a combined SAR120mn (US$32mn)
dealers can boost their value-added Business Monitor International Limited
offerings Saudi Arabia Autos Report (Jun-10)
http://www.zawya.com/research/reports.cfm?reportid=pdf_070710075311

13. Bran
Essenc

14. What is it and What does it
do?
The perfect encapsulation of the thoughts & feelings we
want people to have about a brand

15. Examples
Inspired by Femininity
Re-discovering Communication
Luxury in the Skies
Essence of Life

16. Brand Essence Grid
FUNCTIONS PERSONALITY
What’s the brand for? What’s the image of this brand?
What roles does it fulfill? As a person what would
the brand be like?
SUMMARY OF THE
BRAND’S TRUE ‘ESSENCE’
PERFORMANCE SOURCE OF AUTHORITY
How does the brand perform What does the brand stand for?
these functions in a way which What are its values?
Why do I respect it?
is unique?

17. Functions
 Financial Safety
Performance
 Environmental Friendly

18. Personality
 Smart ,
 Understanding,
 Flexible,
 Eco Conscious.

19. Source of Authority
One of the most respected car manufacturer in
the world.

20. Creative Brief

21. People who we want to talk
too?
Demographics
Age: 25-40
Race: All nationalities
Education: College educated
Social Status: Mid-high end
Income Middle to high income
Profession: White Collar
Language: Multilingual

22. What this advertising should
be doing?
“Brand Introduction & Education”
Introducing the new environmentally friendly car Volt and
Creating general market awareness through educating functions &
benefits of the Chevy’s electric car.

23. Brand Essence
“car with an eco conscious”
*Derived from the tag line “Its more car than electric”

24. What is the main thing that
you want from
this advertising
Make the product recognizable in the market along with its product
features & environmental benefits.

25. How they should respond to
our advertising
Think: environmental friendly transportation
Feel: ecologically responsible
Do: visit show rooms/dealerships

26. Marketing Rollout

27. Objective
 Convert existing clientele.
 Increase sales to cross selling.
 Achieve sales target

28. Strategy
 Introduction of the electric car
differentiation.
 Promote ecological connection: Volt is an
environmentally friendly green car.

29. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Internal Volt launch
Volt Theme launch
Tactical Promotions/Rewards Program
Sustenance

30. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Internal Volt launch
Purpose: Awareness & Information.
Goal: Motivation of the Sales Force.
How: Direct Animated E-mailer
BTL Merchandising
(Tent Cards, Danglers, Product Information
leaflets, Sales Kit)

31. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Volt Theme launch
 Purpose: Awareness & Information. Brand
Positioning & Differentiation of the electric car
 Goal: Building an emotional connect among all
segments
 How: Through the line communications

32. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Volt Theme launch
Through the line communications
ATL: Press, Outdoor , Radio, Website & online initiatives
BTL: Branch merchandising (including plasmas in branches), Die-Cut stands,
leaflets, wobblers, danglers, stickers, posters…
Personal Communication:
Direct Mailers, inserts in statements, Sales teams push (Corporate (B to B)-
faxes, sales visits & presentations, Consumer (B to C)-phone calls)

33. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Tactical Promotion
Purpose: Tactical Promotion
Goal: Encourage trial & Acquisition of car
How: Targeted Promotions
How: Through the line communications

34. Strategy
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Sustenance
Purpose: Maintaining the hype produced in phases 1
to 3.
Goal: Enhance and maintain loyalty
How: Follow up campaign, mailers, sales force,
online, Reminder ads, ads within the theme promoting
discounts at showrooms and additional product offers.

35. Thank You