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Outlander Sport Launch
Mitsubishi Motors North America, Inc.
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David Puell – VP, Analytics
Josh Sznaider – VP, Marketing
Pei-Chen Yang – VP, Corporate Strategy
Introduction
Mitsubishi Motors North America, Inc. is responsible for manufacturing, distribution, and marketing of Mitsubishi brand vehicles through a network of hundreds of dealers throughout the United States
Product
The all-new Outlander Sport is a Compact Cross-Over Utility Vehicle (CUV) designed specifically for people who are looking for technology, performance, beautiful aerodynamics, and fuel-efficiency for a good value.
Product Features
Goals & Objectives
Non-Financial
• Introduce the Outlander Sport to consumers in the Inland
Empire and drive traffic to our three dealerships• Increase brand awareness throughout our launch campaign for
both the Outlander Sport and the Mitsubishi brand
Financial• Increase market share in the CUV segment from 1.2% to 2.0%
by 2015
SWOT AnalysisSTRENGTHS Outlander Sport offers range of
technologies in vehicle Unique product design; sporty Environmentally conscious product,
created to consume less gas and increase MPG
10-year/100,000 mile warranty Priced very competitively
WEAKNESSES Mitsubishi brand awareness is low in
comparison to other brands, which will impact sales
Many of our dealers are located close to competitor dealerships
Increase market share in the segment and overall for brand
Growing fuel-efficient product line, with plans to bring a smaller B-segment car
Communicate with customers not part of our typical owner base
Introduce other products to consumers through advertising of Outlander Sport
OPPORTUNITIES
Many of our dealers have dual dealerships with close competitors, threat of consumers being moved to other brand
Competitor advertising is greater than Mitsubishi
Competitors have more distribution channels (dealers)
THREATS
Industry Analysis
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Current Base Pessimistic (15%) Optimistic (20%)
The market doesn’t get fully back on track until 2012
Source: Global Insight
Competitor Analysis
Target Market
Tapestry SegmentationBAO – who to target?
4257/43$70k 59%
Median AgeGender % (M/F)HH IncomeMarried
Top Purchase Reasons
Industrious Urban Fringe
Urban Villages
Market Potential - SUV
Marketing Strategy
• Social media inclusion• ‘Mitsuville’online sim• Contest element
• Hispanic TV/Radio• Univision
• Direct Mail
You’re in the Driver’s seat!
Place
Drive Time
Marketing Budget
Estimated to launch a new product budget : $ 50,000
Marketing Campaign Cost
Radio $ 6,300
Internet $ 16,000
Direct Mail $ 1,000
Publicity $ 20,000
Television $ 19,000
Total Cost $70,000
Estimated cost – Actual Cost = Unused Budget = $7,700
Measurement of ResultsPre & Post Campaign Brand
Awareness SurveyDirect Mail Response Rate
Expect 3%
Web Traffic Market Share
Source: Polk Vehicle Registrations
Campaign Timeline
- Facebook Mitsuville Game - Microsite
Nov. 2010 Pre-
Launch
Advertising&
Promotion - Radio- Television - Internet - Direct mail - Publicity
Dec. 2010
Launch
Ongoing marketing channels- Online Marketing- Direct marketing
Dec. 2010 -Feb. 2011
Market Testing Outlander Sport launchMultichannel marketing program
Integrated Marketing
