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Digital
area
MMF area
ATL area
Marketing
Research
area
BTL area
Digital
area
MMF area
ATL area Marketing
Research
area
BTL area
2
Credit 0,9%
Terms of the program
•
•
•
•
cars participating in the program – new Mitsubishi
Outlander, ASX, Pajero, Pajero Sport, Lancer and L200
down payment – 40%
loan period - 12 months
interest rate – 0,9%
Partners: Raiffeisenbank, Unicredit Bank, Rusfinancebank,
Sberbank, Credit Europa Bank
Activity
•
promo page launch - July 1st
Credit 0% for ASX and Lancer
Terms of the program
•
•
•
•
•
cars participating in the program
– Mitsubishi ASX and Mitsubishi Lancer *
maximum coast of the car – 750 000 RUB
down payment – 40%
loan period - 12 months
interest rate – 0%
Partners: Raiffeisenbank, Unicredit Bank, Sberbank
Activity
•
promo page launch - August 28th
*Mitsubishi ASX 1,6 color white W37 (Inform MT 2WD);
Mitsubishi Lancer РҐ 1,6 color white W37 (Inform MT, Invite
MT/AT, Invite+ РњРў/AT)
Refinancing program
Refinancing program
Refinance auto credit - the ability to buy a new Mitsubishi car by
loan, passing credit car customer in Trade-In service as a down
payment. Credit is given for the purchase of a new car and
Mitsubishi to pay off the existing car loan.
Partner: Unicredit bank
Activity
•
promo page launch - August 8th
Mitsubishi Assistance Package
leaflets for price holder
MAP terms (revised)
•
•
validity – 1 year
territory covered – Russia and Europe
Partner: Insure company “Mondial”
Activity
POSM
• POSM: leaflets for price holder, mirror hanger
• provided for the dealership on STATUS - August 7th
Web-site www.mitsubishi-motors.ru
• Revised promo page launch - august 9th
marrow hanger
Web-site
The credit application
The credit application
The credit application allows to create a unified credit leaflet with update info for the particular car in any DC
across Russia.
Partners : Raiffeisenbank, Aliko
Activity
•
application launch - July 22nd
Digital
area
MMF area
Marketing
ATL area
Research
area
BTL area
8
Events
9
MIAS-14
The most significant automotive event of Russia
(Moscow International Automobile Salon 2014)
Period: August, 27th – September, 07th 2014
Place: Crocus Expo
Booth placement: Hall 13
Booth size: 1360 m2
Agreement with CROCUS for MIAS-14 participation was concluded.
Mitsubishi booth placement (the same as in 2012) and size were selected in the most
popular Hall.
10
“Vezdehod 2014”
The 2nd International specialized exhibition for
SUV and off-road transport.0
Period: February, 20-23th 2014
Place: Crocus Expo
Booth placement: Hall 5
Booth size: 200-250m2
Participation benefits:
• At the same time and hall with Fishing and
Hunting
• Price offer (-50%)
• Brand participants: Land Rover, GAZ, Ford,
Great wall, Hyundai, Renault, Toyota, Lexus
11
Social Responsibility
12
Social responsibility “Save Baikal”
Project goals:
• to clean the Baikal Lake shore from the garbage heaps
• to create a long-term system of preserving the shore cleanness
• to develop volunteer initiatives and civilized treatment of nature
Save Baikal
Period: July,15th - September, 15th 2013
Participants: over 100 international volunteers of “Save Baikal. Let`s do it!”
ecological organization
Geography: 30 km of popular resort Baikal Lake coast
Pre-result: more than 1 ton of garbage were collected, removal and recycled.
13
L200 September plan
1.
September 7, 2013 - Federal action of
garbage collection, "Do It!“
Geography: Republic of Buryatia, Selenga
2.
September 14, 2013 Federal action of
garbage collection, "Do It!"
Geography: Irkutsk region, Olkhon Island
14
Social responsibility
The 2nd Charity (children) project
Charity program to provide necessary school kits for TUCHKOVSKIY
orphan asylum children.
1. Period: August, 9-20th 2013
Essence: collecting school supplies needed
At the end of August all collected things and funds will be taken to the
Tuchkovskiy orphan asylum.
2. Period: August, 23rd 2013
Essence: All collected items and money were taken to Tuchkovskiy
orphan asylum.
15
Digital
area
MMF area
ATL area
Marketing
BTL area
Research
area
16
On going
17
Traffic count in DC
Traffic count project allows us to get the correct dealership’s traffic data.
Methodology:
• Special equipment installations in dealerships
• Effective traffic indices (implemented in St. Petersburg)
Pilot project:
• 7 equipment packages free of charge for Moscow and St. Petersburg DC
Period: April- August 2013
Geography: Moscow, St. Petersburg
Results:
Pilot project
period
Traffic
DC
Traffic
cameras
Indices
period
Indices
Avtomir Capital
1 month
71
9 060
-
-
Rolf Yug
1 month
550
24 928
-
-
Galant Avto
Viborgskiy
1 month
245
17 339
14 days
3 287
ROLF Vitebskiy
1 month
158
23 605
14 days
4 504
18
Traffic in В«Galant Avto Galant Avto ViborgskiyВ»
10000
1458 1567 1350
1000
141
125
100
33
981
145
26
27
851
1310 1207 1118 1118 1085
769
144
151
103
21
16
150
23
111
113
11
13
4
7
10
4
6
2
4
5
4
1772
1114 1639
126
101
183
110
10
9
10
2
0
3
16
14
89
16
9
4
2
1
23 July Tu 24 July We 25 July Th 26 July Fr 27 July Sa 28 July Su 29 July Mo 30 July Tu 31 July We 1 August 2 August 3 August 4 August 5 August
Th
Fr
Sa
Su
Mo
Dealer's data
Visitors per month (July): 405
Visitors per month (August, 5 days): 65
CountBox data
Research data
Visitors per month (July): 33 714
Visitors per month (August, 5 days): 6 739
Contracts per month (July): 120
Contracts per month (August, 5 days): 18
19
Рўraffic in В«ROLF ROLF VitebskiyВ»
10000
2366
2729 2033 2132
1231 1190
810
1000
1019 865 1014 941
277
164
100
16
10
179
181
235
160
158
19
15
10
2482 2249 2544
267
217
194
147
19
8
8
9
13
8
7
235
183
175
8
6
12
16
14
12
11
4
7
7
13
8
8
4
0
2
1
23 July Tu 24 July We 25 July Th 26 July Fr 27 July Sa 28 July Su 29 July Mo 30 July Tu 31 July We 1 August 2 August 3 August 4 August 5 August
Th
Fr
Sa
Su
Mo
Dealer's data
Visitors per month (July): 327
Visitors per month (August, 5 days): 50
CountBox data
Research data
Visitors per month (July): 47 326
Visitors per month (August, 5 days): 11 440
Contracts per month (July): 232
Contracts per month (August, 5 days): 31
20
MMF
Analysis of financial products of credit market vehicles.
Methodology:
• Online survey
Research sample:
• 1200 interviews
• Foreign cars owners (600) and potential buyers (600)
• 25-55 years old
• Skew to men 75%
Fieldwork: May – August 2013
Geography: Russia (6 federal districts)
Results:
• Usability: important parameters for the buyer are the percentage rate and monthly payment
• 70% are ready to pay for credit protection. The main reasons of rejection are not insurance
trustworthy and unwillingness to pay more for the credit, according to customers’ perception.
• Among 4 advertising slogans: 7 years credit with minimum monthly payment, minus 1 % for
loyal bank client, no KACKO necessary for vehicle in credit. Ability to pay in advance without
penalties was chosen by the customers.
21
www.mitsubishi-motors.ru research
22
Online services
Level of potential buyers interest in the online services such as:
• Possibility of additional equipment purchase via the website
• Up-to-date information about vehicles availability
• Vehicle pre-order with possibility to prepay via website
Methodology: Online survey
Research sample:
• 314 respondents
• www.mitsubishi-motors.ru visitors
Fieldwork: June 2013
Geography: www.mitsubishi-motors.ru, all Russia
Results:
• Online services are very attractive and convenient for the customers: 24/7, easy to compare with other
competitors proposals, home usage
• Although there are some barriers: personal relations with the sales managers are still very important in
purchase process, customers are afraid to make a mistake ordering spare parts, simultaneous order for
the same vehicles and inability to return money paying via Internet.
23
Mitsubishi brand’s associations
List of associations with the Mitsubishi brand.
Methodology: Online survey
Research sample:
• 329 respondents
• www.mitsubishi-motors.ru visitors
Fieldwork: June 2013
Geography: www.mitsubishi-motors.ru, all Russia
Results:
• Associations are mostly connected with reliability, high quality and Japan
• Among other categories of products (except vehicles), Mitsubishi brand is
associated with air conditioning, household appliances and electronics.
24
Plan
25
Mitsubishi customers’ profile
We want to know the consumer better, understand the purchase process, customers insights.
Models: Mitsubishi ASX, Mitsubishi Outlander, Mitsubishi Pajero IV, Mitsubishi L200 , Mitsubishi Lancer X.
Methodology:
• Individual in-home interviews (2-2,5 hour length)
Research sample:
• Owners of a particular model Mitsubishi brand and competitors models (list of competitors models TBD)
• Bought a new car 6 months - 2 years ago
• Are the main driver of the car
• Men and women (70-80% /20-30%)
Fieldwork: September 2013
Geography: Moscow and 2 other cities (for ex. Irkutsk, Volgograd)
26
Digital
area
MMF area
ATL area
Marketing
BTL area
Research
area
27
August
28
August mosaic campaign_Media
media
start
end
Area
quantity
OOH
1 Aug
31 Aug
28 cities*:
6x3 - 595 constructions
*Barnaul, Vladivostok, Volgograd, Voronezh, Yekaterinburg, Izhevsk, Irkutsk, Kazan, Kirov, Krasnodar, Krasnoyarsk,
Mineralniye Vody, Murmansk, Naberezhniye Chelny, Nizhnevartovsk, Nizhny Novgorod, Novosibirsk, Perm,
Rostov-na-Donu, Samara, Saratov, Surgut, Tolyatti, Tula, Tyumen, Ufa, Khabarovsk, Chelyabinsk.
29
August mosaic campaign _Creative
media
creative
OOH
30
September
31
September federal campaign_Media
media
start
end
Area
TV
09 Sep
06 Oct
National
OOH
01 Sep
30 Sep
National
Radio
September
National
Internet
September
National
32
September federal campaign _Creative
media
creative
TV
OOH
Radio
Outlander 2,4l. Price = Outlander 2,0l. Price
Internet
33
OOH Control project
Project mechanics:
- Media agency upload “OOH sides address program” for each city on the STATUS
- MMC Rus confirm addresses together with dealers
- In a 3 day after OOH campaign started dealers uploads photos of each side on STATUS
- Dealers report to MMC Rus if smt wrong with a side
- As result MMC Rus will get full photo report for each city
34
Digital
area
ATL area
MMF area
Marketing
Research
area
BTL area
35
Cooperation with dealers
Premier league: the follow questions were discussed:
• Mitsubishi-motors.ru out of date design, low visitors level
• Dealers sites’ inability to change content
36
Cooperation with dealers
MMC Rus steps:
• Meeting with ROLF Retail marketing
• Online survey on mitsubishi-motors.ru
37
Site visitors comparison
2012 mar-dec
2013 jan-jun
1
RENAULT.RU
11 037
RENAULT.RU
6 674
2
NISSAN.RU
9 465
NISSAN.RU
6 669
3
KIA.RU
8 528
FORD.RU
5 865
4
CHEVROLET.RU
6 801
KIA.RU
5 106
5
FORD.RU
6 144
TOYOTA.RU
4 669
6
TOYOTA.RU
5 943
VOLKSWAGEN.RU
4 182
7
VOLKSWAGEN.RU
5 840
CHEVROLET.RU
3 269
8
CITROEN.RU
5 196
MITSUBISHI-MOTORS.RU
3 132
9
MITSUBISHI-MOTORS.RU
4 419
BMW.RU
2 779
10
SKODA-AVTO.RU
4 166
CITROEN.RU
2 627
11
BMW.RU
3 801
HONDA.CO.RU
2 544
12
SUBARU.RU
3 766
MAZDA.RU
2 495
13
OPEL.RU
3 569
SKODA-AVTO.RU
2 484
14
HONDA.CO.RU
3 275
OPEL.RU
2 428
15
PEUGEOT.RU
3 252
PEUGEOT.RU
2 113
16
MAZDA.RU
2 980
SUBARU.RU
2 001
17
AUDI.RU
2 974
SUZUKI-MOTOR.RU
1 842
18
LANDROVER.COM
2 673
AUDI.RU
1 657
19
VOLVOCARS.COM
2 397
LANDROVER.COM
1 369
20
SUZUKI-MOTOR.RU
1 767
VOLVOCARS.COM
1 198
21
LANDROVER.RU
257
LANDROVER.RU
269
Source:
- international internet technology company (Headquarters - Reston, Virginia, USA)
Geography : Russian Federation
Time Period : March 2012 - June 2013
Measures : Total Unique Visitors (000)
38
Website usability test
Customers’ perception of our website:
• General perception (innovative, modern, old school, attractive)
• Navigation (clear, easy to use, difficult)
• Content structure
Methodology: Online survey
Research sample:
• 907 respondents
• www.mitsubishi-motors.ru visitors
Fieldwork: July 2013
Overall website
perception
Geography: www.mitsubishi-motors.ru, all Russia
Results:
• The study has showed that the site is perceived in a positive way
• The key minuses are: lack of credit calculator, low level of information in
credit offers pages, no optimization for mobile devices.
19%
81%
Positive
Negative
39
Cooperation with dealers
Next steps:
Website usability research
Update the Content Manager System manual for Dealers website
40
Website usability research
We need to understand how the customers perceive our web site:
• General perception (innovative/modern/old school/attractive)
• Navigation (clear/easy to use/difficult)
• Content structure
Methodology:
• Online survey (TBD)
Research sample:
• Foreign cars owners (60%) and potential buyers (40%) in the next 6 months
• 25-55 years old
• Skew to men 75%
Fieldwork: September 2013
Geography:
• Russia
41
Digital Area
STATUS project is main communication tool
between dialers and Distributors� Dealer marketing
department. Also useful for Marketing and Sales
departments.
•
•
launch July 31st
Result:
•
•
•
•
•
We can control dealers marketing budget
We can control dealer activities (e.g. dealer center
décor, Outdoor adv., etc…)
We can see region/city/dealer market share, sales
funnel, stock and others reports
We have the user-friendly archive (include marketing
materials, brand book and training materials for sales
and after sales )
Next steps:
•
•
OOH control module
Manual presentation update
42
Backup
43
Research questions
Online services:
•
How much are you interested in online service В«possibility additional equipment purchase on the
websiteВ»?
•
How much are you interested in online service В«up to date information about vehicles availableВ»?
•
How much are you interested in online service В«vehicle pre-order with possibility to prepay via websiteВ»?
Mitsubishi brand’s associations:
•
Could you mention first associations with Mitsubishi brand?
•
Could you mention other associations with Mitsubishi brand, except vehicles?
Website usability test:
•
Please, evaluate your general www.mitsubishi-motors.ru website perception from 1 to 5, where 1- I didn’t
like your website, 5 – I liked very much your website
44
Online services results
Respondents: 314
Possibility additional equipment purchase on the website:
• It’s very interesting for me – 194
• I’m not interested – 74
• I’m interested, but … - 46
Up to date information about vehicles available:
• It’s very interesting for me – 271
• I’m not interested – 25
• I’m interested, but … - 18
Vehicle pre-order with possibility to prepay via website:
• It’s very interesting for me – 132
• I’m not interested – 91
• I’m interested, but … - 91
45
Mitsubishi brand’s associations
Russian
Надежно, надежность
РЇРїРѕРЅРёСЏ, СЏРїРѕРЅСЃРєРёР№
Высокое качество
Дакар
РЎРїРѕСЂС‚
Pajero
Evo
Скорость
Внедорожник
Самолет
Красота
Лансер
Джеки Чан
Дорогой сервис, запчасти
Хорошая управляемость
Самурай
Агрессия
Простота
Стиль
Комфорт
Бездорожье
Погремушка
Традиция
Плохой дизан
Мощь
Рыбалка
Дешивизна
Автомобиль
English
Safe, reliable
Japan, Japanese
High quality
Dakar
Sport
Pajero
Evo
Speed
SUV
Airplane
Beauty
Lancer
Jackie Chan
Expensive service, spare parts
Good handling
Samurai
Aggression
Simplicity
Style
Comfort
Off the road
Rattle
Tradition
Bad design
Power
Fishing
Low prices
Car
46
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