Dodge Charger Janary 2010 - December 2010
Media Plan Ashlee Harris Cassie Heistand Kenneth Higgs
Dodge Charger Table of Contents Marketing Goals Situational Analysis Media Objectives Media Strategies Media Tactics Media Timeline Scheduling Media Costs Plan Perfomance Media Plan Summary Appendix Calulations
3 5 14 18 21 24
29 30
Dodge Charger
3
Dodge Charger Marketing Goals The sales goal is to sustain the Charger’s 2008 total sales of 97,367 vehicles.
4
5
Dodge Charger Situational Analysis Product Evaluation The Dodge Charger is a high-powered, luxury sedan with multiple capabilities and features, such as a HEMI V8 engine, a five-speed autostick, a sporty coupe style, and a multimedia entertainment system. The 2009 Dodge Charger starts at $25,285. Dodge is a registered trademark of Chrysler LLC.
6
Dodge Charger Situational Analysis Target Market-Demographics
Age: 35-44 year olds Secondary age group: 45-54 year olds Sex: Male Race: White Secondary race target: African American Marital status: Married Household Income: $75,000-$149,999 Education: High school and at least some college Region: South Secondary region: Midwest 7
Dodge Charger Situational Analysis Target Market-Psychographics
Target consumer is a white-collar male. He graduated high school and at least tried college. He resides mostly in the South in a mid-sized home. He appreciates stability. He holds conservative and traditional values. He likes sports. He likes muscle cars.
8
Dodge Charger Situational Analysis Sales History
Chrysler LLC had total sales of 287,485 vehicles in February 2008 and sales of 146,207 vehicles in February of 2009. This is a 49 percent decrease. The Dodge Charger had total sales of 17,722 vehicles in February 2008 and 10,731 vehicles in February 2009. This is a 39 percent decrease.
9
Dodge Charger Situational Analysis Advertising History
For the 2005 debut of the new Dodge Charger, a remake of its classic pony car, Dodge produced television ads, publicized in auto magazines, sponsored racecar drivers and used traditional billboard advertising. Dodge has received a large amount of free advertising for the Charger from police departments all over the country. In Oklahoma, there is a Dodge Charger in the highway patrol billboard ads. Many departments are upgrading their old squad cars to Chargers as well, which has given the car an image of having speed fit for the law. 10
Dodge Charger Situational Analysis Competitive Analysis
Top Three Competitors Chevrolet: The company had total sales of 2,250,352 units. Its familiarity among consumers is that of 87 percent. It has a market share of 18 percent. Toyota: The company had total sales of 2,161,467 units, and a consumer familiarity of 85 percent. It has a market share 9.9 percent. Ford: The company had total sales of 2,087,048 units, and a consumer familiarity of 94 percent. It has a market share of 19.8 percent. 11
Dodge Charger Situational Analysis Product Distribution
Chrysler distributes vehicles year-long across the country. The company has almost 4,000 Chrysler, Dodge, Jeep, and GEM dealers, 6,000 supplier locations, and 14 assembly plants.
12
Dodge Charger Situational Analysis Strengths: Chrysler’s products lineup features a few of the world’s most recognizable vehicles, including the Chrysler 300, the Jeep Wrangler and the Dodge Charger. Dodge has been manufacturing for over 93 years, which has definitely earned it a prominent place in the American automobile industry.
Weaknesses: With the increasing emphasis on environmental awareness, Dodge does not place enough focus on going green.
Opportunities: The high price of gas plays in the favor of the Dodge Charger. Large trucks and SUVs guzzle gas, while light trucks and sedans, like the Charger, are less threatening to the consumer’s pocketbook.
Threats: Dodge cars are threatened by the emergence of foreign competitors, such as Honda Motor Co., with new technologies and product innovations.
13
14
Dodge Charger Media Objectives Target Audience
Media will be directed toward the target audience of males who are 35-54 years-old, married, in the middle to high income bracket and love sports.
Geographic Coverage
Development of a national media campaign will provide the product with national exposure and coverage.
15
Dodge Charger Media Objectives Seasonality
Year-round advertising is desired. Heavy advertising will occur during the peak sales months of November through January and the promotional event months of April and May.
Reach/Frequency
Within peak months, the desired target audience reach is 75 percent, and the frequency is 6. During the rest of the year, the frequency will be lowered to 4. 16
Dodge Charger Media Objectives Creative Implications
Primary media will provide visualization and sound while showcasing the Charger’s distinct advantage of combined horsepower and luxury over other sport sedans.
Promotional Support
Dodge will support the Kentucky Derby in May 2010 to generate interest in the Charger as well as literally promote the concept of actual horsepower. Advertising will need to be increased in the months of March, April, and May to promote the Charger’s sponsorship of the Derby. 17
18
Dodge Charger Media Strategies Media vehicles that are heavily used by the target audience (sports-addicted, married males, aged 35-54, at least high-school educated, and in the middle to upper income level) will be used for the campaign. These vehicles include: Magazine: Hot Rod, ESPN The Magazine and Sports Illustrated Rationale: These magazines have high circulation and readership among the target audience.
19
Dodge Charger Media Strategies Television: Primetime Network TV: FOX, ABC, NBC and CBS Primetime Cable TV: ESPN Rationale: Prime time television has a high reach for the target audience. The cable station has a very high indexes for Dodge users. Internet: Expedia.com, HotRod.com Rationale: These Web sites allow for exposure to our target audience. 20
Dodge Charger
21
Dodge Charger Media Tactics Magazine:
Sports Illustrated ESPN the Magazine Hot Rod Full page ads 4-Color with bleed 3rd cover in Sports Illustrated one time
22
Dodge Charger Media Tactics Television:
Primetime Network TV Primetime Cable TV 30 second ads
Suggested Programming: American idol Dancing With The Stars CSI Sports Center
Internet:
Banner Ads Expedia.com 120x90 ad size Hotrod.com
23
Dodge Charger
24
Dodge Charger -DQXDU\ 0(',$
)HEUXDU\
0DUFK
$SULO
0D\
0HGLD )ORZFKDUW -XQH
-XO\
$XJXVW
6HSWHPEHU
2FWREHU
1RYHPEHU
'HFHPEHU
&RVW
7HOHYLVLRQ 1HWZRUN
&DEOH
0DJD]LQH +RW 5RG
[
[
[
[
[
(631 WKH 0DJD]LQH
[
[
[
[
[
6SRUWV ,OOXVWUDWHG
[
[
[ [
[
[ [
[
[
[
[
[
[
[
[
,QWHUQHW +RW5RG FRP
[
[
[
[
[
[
[
([SHGLD FRP
[
[
[
[
[
[
[
727$/
25
%XGJHW :RUNVKHHW 'RGJH &KDUJHU 0HGLD 3ODQQHUV +HLVWDQG +DUULV +LJJV 0DUNHW '0$ 1DWLRQDO
Dodge Charger
)LUVW 4WU 1HWZRUN 79 *53 3ULPHWLPH &33 &RVW &DEOH 79 *53 3ULPHWLPH &33 &RVW *53 ,QWHUQHW )UHTXHQF\ &RVW *53 )UHTXHQF\ 5DWH S 6SRUWV &RVW ,OOXVWUDWHG *53 )UHTXHQF\ 5DWH +RW5RG &RVW *53 )UHTXHQF\ 5DWH &RVW (631 *53 &33 )UHTXHQF\ 727$/ &RVW
6HFRQG 4WU
7KLUG 4WU
)RXUWK 4WU
727$/
26
Dodge Charger
3ODQ 3HUIRUPDQFH 7RWDO 6FKHGXOH
Plan Performance 0HGLXP
7HOHYLVLRQ 0DJD]LQH
,QWHUQHW
7RWDO
:HHNV RI DGY
*53V
1HW 5HDFK
$YJ )UHT
(VWLPDWHG &RVW
27
Dodge Charger Media Plan Summary The Dodge Charger 2010 Media Plan will efficiently obtain the marketing goal of maintaining the Charger’s previous year’s sales of 97,367 vehicles. The media plan, with its effective use of television, magazine and Internet, creates the potential for a 92 reach and a frequency of 7.4 (during the peak period). With such a high reach and frequency, it will be simple for the Charger to maintain its sales, perhaps even increase. 28
Dodge Charger
29