Integrated Marketing Plan - Fiat 500

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Integrated Marketing Communications Plan

Fiat 500C
Australian Launch 2010

By
Amanda Thompson

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Table of Contents

Background…………………………………………………………………………………2 Communication Objectives…………………………………………………………….. 3
Hierarchy of Effects………………………………………………………………..3 Target Market ………………………………………………………………………………4
Roy Morgan Definition of Target Market……………………………………...4
Characteristics of the target market for Fiat 500C IMC……………………4 Communications Tools …………………………………………………………………...5
Advertising ………………………………………………………………………….5
Online Marketing…………………………………………………………………..5
Sales Promotion……………………………………………………………………5
Sales Promotion……………………………………………………………………6
Public Relations, Events & Sponsorships……………………………………….6 Campaign Outline ………………………………………………………………………...7 Campaign Outline…………………………………………………………………………8 Conclusion…………………………………………………………………………………..9 References ………………………………………………………………………………...10

Background

Ateco Automotive Pty Ltd produces some of the worlds most Iconic and prestigious car brands such as Ferrari, Masserati and of course Fiat. In 2008, Ateco launched the Fiat 500 into the Australian market following a successful launch in Europe. The Fiat 500 is a remake of the 50-year-old Fiat 500. Not content with winning awards for itself, the Fiat 500 has won two Gold Lions in the Cannes International Advertising Festival for an innovative advertisement that replaces crash test dummies with endangered species, including a Panda. The aim of the previous campaign, which took awards in the Film and Outdoor categories, was to show that Fiat is equally concerned with safety. The crash test shows that the 500 achieved a five star EuroNCAP rating and the Panda represented the environmental work carried out by Fiat. The campaign in Australia was rolled out in print and also outdoor space in city areas. Although above the line advertising was a part of the previous campaign, given the state of the economy at the time the Fiat 500 was launched a more pragmatic approach was used. The focus was at a retail level where price promotions such as the partnership with Virgin Blue offering free Velocity points with the purchase of a Fiat 500 were implemented in an effort to stimulate sales. In 2010, Ateco Automotive will launch the new Fiat 500C, which is the soft top version of the current Fiat 500. The new campaign will focus more on building the Fiat 500 brand in Australia amongst the target market.

Communications Objectives

Overall Objective: to leverage the launch of the new Fiat 500C to build the Fiat 500 brand within Australia through creating a more clearly defined brand image ultimately increasing sales and winning market share.

To achieve this result, the Hierarchy of Effects model will be used to set the communications objectives for this campaign.

Hierarchy of Effects

Awareness- As this is a new product entering the market, building awareness for this product is crucial. Therefore the first communications objective is:

“To build awareness amongst 95% of the target audience for the Fiat 500C”

Interest – After awareness comes interest. It is at this stage that the target audience begin to build desire for the product. Therefore the second communications objective is:

“To gain interest amongst 80% of the 95% of consumers who are aware of the Fiat 500C”

Evaluation – Interested consumers will then evaluate the Fiat 500C and compare it to the likes of the Mini Cooper Convertible and VW Beetle Convertible. The third communication objective is:

“To have 60% of the 80% interested consumers evaluate the Fiat 500C as a possible choice for their next motor vehicle purchase”

Trial – Trail is a crucial part of the purchase stage. After evaluating the Fiat 500C consumers should choose it over other cars that have evaluated. Our fourth communication objective is

“To generate a 35% trail amongst 60% of the consumer who have evaluated the Fiat 500C as...
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