National black mba conference presentation

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Robert Cary
Shay-Jahen Merritté
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Eugene Wilson futuristic
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www.MultiLineConsulting.com funky
1 colorful

• 52 Years Old
• Electrician
• DIYer

WAYNE
2

• 48 Years Old
• Book Keeper
• Mother

LORI
3

• 26 Years Old
• Insurance Sales
• Loves Hip Hop

MIKE
4

• 17 Years Old
• High School Student
• Volunteers

BRANDI
5

US POPULATION AFRICAN AMERICAN
CONSUMER POWER

000,
000,
12.4%

000,
41.1 Million
Consumers1
U.S. Census Bureau, 2008 American Community Survey
1
000 2

“The African American Market in the U.S., 8th Edition” by Packaged Facts
2

6

40% OF AFRICAN
AMERICANS
ARE IN THESE TEN
REGIONS

AFRICAN AMERICAN
AUTO MARKET

U.S. Census Bureau, 2008 American Community Survey
1

7

BETTER
KNOWN
YOURS

8

INDUSTRY
Level AVERAGE
Awareness 76 83 70 75

Familiarity 28 40 28 34

Positive Opinion 8 16 13 23.8

Consideration 7 12 7 13.4

Intentions 1.5 5.1 2.3 6.1

Shopping 1.7 5.7 2.3 5.3

Retail Share 0.9 3.3 1.8 5.8

THE SALES FUNNEL
GfK- Global Custom Research North America
1

9

BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE




Intentions 1.5 5.1 2.3 6.1

Shopping 1.7 5.7 2.3 5.3

Retail Share 0.9 3.3 1.8 5.8

THE SALES FUNNEL
1

10

BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE




Intentions 1.5 5.1 2.3 6.1

Shopping 1.7 5.7 2.3 5.3

Retail Share 0.9 3.3 1.8 5.8

THE SALES FUNNEL
1

11

BETTER
KNOWN
YOURS
INDUSTRY
Level AVERAGE




Intentions 1.5 5.1 2.3 6.1

Shopping 1.7 5.7 2.3 5.3

Retail Share 0.9 3.3 1.8 5.8

THE SALES FUNNEL
1

12

JD POWER 2010 INITIAL QUALITY STUDY1

INDUSTRY
AVERAGE

122 120 129 109
17 15 19 24
th th th
J.D. Power and Associates 2010 Initial Quality Study
1

14
nameplates

AFRICAN AMERICAN CHRYSLER FAMILIARITY1

INDUSTRY
AVERAGE

86.8 %
POSITIVE FAMILIARITY
59.8 %
78 %
74.5 %

1

16

HOW?

TELEVISION
SOCIAL MEDIA
PARTICIPATION MARKETING

17

TELEVISION

FOOTBALL MEET THE BROWNS 60 MINUTES

THE SIMPSONS NCIS
1
Nielsen Media Research. Ranked by share of audience watching. Based
on live and same day viewing
18

PRODUCT LINEUP

Dodge Caliber Jeep Patriot Chrysler Sebring Dodge Journey Dodge Nitro

Chrysler 300 Dodge Charger Dodge Challenger Dodge Caravan Ram 1500

19

SOCIAL MEDIA

“Internet Use Demographics 2009” Quantcast

21

SOCIAL MEDIA

“Internet Use Demographics 2009” Quantcast

22

PARTICIPATION MARKETING

“Pack the Patriot”

Career Day

Homecoming

23

AFRICAN AMERICAN VEHICLE LINEUP

Dodge Caliber Jeep Patriot Chrysler Sebring Dodge Journey Dodge Nitro

Chrysler 300 Dodge Charger Dodge Challenger Dodge Caravan Ram 1500

25

PURCHASING POWER

INCOME RANGE TYPICAL PURCHASE PRICE

$ 0 $ 4,999.00 $ 0 $ 3,386.53
$ 5,000.00 $ 9,999.00 $ 3,387.21 $ 6,773.75
$ 10,000.00 $ 14,999.00 $ 6,774.42 $ 10,160.96
$ 15,000.00 $ 24,999.00 $ 10,161.63 $ 16,935.38
$ 25,000.00 $ 34,999.00 $ 16,936.06 $ 23,709.80
$ 35,000.00 $ 49,000.00 $ 23,710.48 $ 33,194.67
$ 50,000.00 $ 74,999.00 $ 33,872.11 $ 50,807.49
$ 75,000.00 $ 99,999.00 $ 50,808.17 $ 67,743.55
$ 100,000.00 $ 67,744.23

26

LEVERAGING MOPAR

Car Cost 20,000
$

Customization 3,000
$

Total 23,000
$

27

YEAR ONE TIMELINE
Superbowl Career
Introduce the My Whip Fair
Social Media Pack the Homecoming
Washingtons
Competition Patriot Event

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN
2011 2012

29

EXPECTATIONS

3-6 MO
Are people talking? What are they saying?
• Looking for increase in awareness and familiarity
• Familiarity increase 1.25-3%
• Significant increase in foot traffic and test drives at dealerships, increased
internet views, growing presence in blogosphere and social media

12-18 MO
Are people buying?
• 2-3% increase in market share
• $80 million in increased MOPAR revenue
• Familiarity increases by 5%
• Increase in customers “excellent opinion”
• Capture value

36-48 MO
Sustainability and Scalability
• 14% of total auto market share
• Expand strategy to other minority groups, especially Hispanics

30

FINANCIAL
OVERVIEW

31

www.MultiLineConsulting.com

32

WHAT QUESTIONS DO YOUR HAVE?

33

WORKS CONSULTED
11. U.S. Census Bureau, 2008 American Community Survey
12. “The African American Market in the U.S., 8th Edition” by Packaged Facts
1. Are you being taken for a ride? 13. GfK- Global Custom Research North America
Marjorie Whigham-Desir 14. J.D. Power and Associates 2010 Initial Quality Study
Black Enterprise; Apr 1997; 27, 9; ProQuest Direct Complete 15. Nielsen Media Research. Ranked by share of audience watching. Based on
pg. 123 live and same day viewing
16. “Internet Use Demographics 2009” Quantcast
2. Car Buying 101
Lee Anna Jackson
Black Enterprise; Oct 2004 ; 35, 3; ProQuest Direct Complete
Pg. 195
3. Washington, Frank S: The Power of Design
Savoy 1:1 [February 2005] p. 100
Alternative Journal Title: Emerge
4. THE 40 BEST COMPANIES FOR DIVERSITY
Sonia Alleyne; Nicole Marie Richardson
Black Enterprise; Jul 2006; 36, 12; ProQuest Direct Complete
pg. 100
5. Chrysler returns to Super Bowl to advertise Dodge
http://www.usatoday.com/money/autos/2010-01-14-dodge-super-bowl_N.htm?csp=obnetwork
6. Chrysler 300 Youtube Channel
http://www.youtube.com/user/chrysler300
7. Chrysler 300 Release Myanmar Commercial
http://blogs.insideline.com/straightline/2009/12/effective-advertising-new-chrysler-300-commercial-advocates-
for-release-of-myanmar-dissident.html
8. Dodge Youtube Channel
http://www.youtube.com/dodge#p/c/F991979364CB7AFC/17/SKIQ0YWL0xs
9. Special Edition Mopar Challenger
http://content.usatoday.com/communities/driveon/post/2010/07/dodge-creates-special-editon-2010-mopar-
challenger/1
10. Proprietary Multiline Consulting Survey

34

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