MINI Cooper Countryman
Marketing Plan P2K Communications
Allyn Proffitt Kailie Kirven Elizabeth Knifley
Table of Contents
Executive Summary Situation Analysis SWOT Analysis Positioning Statement Audience Analysis Focus Group Discussion Guide Communications Objectives Strategies & Tactics Public Relations Traditional Advertising Sales Promotion Direct Response Paid Online Advertising Online Social Media Nontraditional Media Creative Brief Creative Executions Print Advertisements L.L.Bean Partnership Traveling Dealership Truck Wrap Hulu Paid Online Advertisement Outdoor Advertisements Mobile App Television Advertisement Radio Spot Media Plan Geographical Target Markets Rationale Budget Allocations Flow Chart of Media Schedule Overall Campaign Budget Post-Campaign Evaluation Bibliography 2 3 3 4 5 6 8 9 9 10 10 12 12 12 12 13 14 14 18 19 19 20 21 22 23 24 24 25 26 30 31 32 33
After conducting a situation analysis of the MINI Cooper Countryman, P2K Communications has decided to position the MINI Cooper Countryman as the only MINI to combine both style and practicality by offering a larger cargo space and allowing for extensive customization options which make it attractive to young professionals who are adventurous and image conscious. We have determined the target audience to be 20 to 30 year old men and women who are successful professionals or new couples with a household income of $80,000 who live within 100 miles of a dealership or traveling dealership. The target audience consists of experiencers and achievers. They enjoy being active in sports and outdoor recreation, along with living goal oriented lifestyles and favoring products with demonstrate success. In order to achieve our objectives of increasing awareness and consideration, we propose that MINI use a mix of public relations, direct marketing, sales promotion, social media, traditional and non-traditional advertising and paid online advertising. These techniques include creating a design contest, establishing a partnership with L.L.Bean and Ducks Unlimited, which includes in-store sales promotions, using traditional advertising, creating a traveling dealership and internship program and holding a MINI Weekend Getaway sweepstakes and contest. These tactics will take place over a 12 month period, beginning in February and ending the following January. We will place advertising on both broadcast and cable television networks, in magazines, on radio stations, outdoor and on the internet. Radio and outdoor advertising will be placed in geographically targeted markets based on locations of MINI dealerships and traveling dealerships. The amount of advertising is based around when sales promotions and events are occurring. We have conducted research to determine a budget for this campaign. The total cost has been estimated to be $47,791,891.20. P2K Communications will use a variety of methods to evaluate the campaign before, during and after, including focus groups, surveys and interviews/ meetings.
• • Strong brand image for both MINI and the BMW group Variety of features: four doors, all wheel drive, center rail customizability, air bags in seats, good warranty packages and maintenance program Safety: “Top Safety Pick” by Insurance Institute for Highway Safety Fuel efficiency: higher combined city and highway mileage over Kia Soul, Volkswagen Golf and Honda Fit Customizability: variety of body colors, roof colors, center rail accessories and technologies; bucket seats or bench; all wheel drive and front wheel drive Modern and easily navigable website More cargo space than competition (Nissan Juke, VW Golf)
• • • • • Relatively new model to the MINI line; not well known in the United States Price: more expensive than comparable vehicles including the Nissan Juke, Kia Soul and Honda Fit Different from the traditional MINI: looks like a MINI but does not drive like a...
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