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Justine HoupertMatthieu brun
alex borreilyannick rouillon
rep4Eve3 :
Al� Borreil
JustineHoupert
YannickRouillon
MatthieuBrun
thebriefbriefbrief1
Change perception of the electrical car.
which generat� inter� t in the media and entic� buyers to try the Mia
Build a campaign throughPR and a roadshow*
€150,000 budget per country
2
Even with a general marketdeclining, the electric and hybrid car sal� improved in 2012.
- 2013 : A diversifi ed Market- 1473 plugs in stations
gfrench marketggfrench marketgFrance = m� t important market of Europe
Mia = the 5th actorof the french market
Hard time for EVCultural matters / short range
Power of the hybrid
gUSA marketg*
Few plug in stations
333target
URBAN+ Secondary target : l� collectivit�
the electric car � trulycompetitive urbanand suburban roads.* young active liv� in the city
25 and 40 yearsCSP+
mia
mia familiesL
mia proUU
4 ourconcept
CHoose your mia’ttitud
gpart ic i patory and interactive
roadshow*rational benefi ts
*range eff ect busin� s
for each andeveryone of youmia
gmake a true ex periencefor the consumer
availablefrom the car t� t
++
optimize the physical operationwith social networks
PR coverage effective
5 meansto set up
1€ pour 100 km,et en plus
je ne pllue p� la planète
1€ pour 100 km, et en plus
je ne pollue p�
la planète
how do you use your car ?
Lyon
Montpellier
Nantes
Bordeaux
Saint Nazaireroad to the USA !
Lille
Parisgin Franceg
1€ pour 100 km,et en plus
je ne pollue p� la planète
Stickers Guerilla Marketing
bostonnew york
washington
m� t suitablegeographic area
for the EVdevelopment
gggggggEas t Coas t
Teas er vidéoHarlem Mia Shake
to 100 kmand more
I don’t pollutethe planet
Guerilla Marketing
QR Code that provid� information to cometo the stand !
g
Human task force2 salesmen / 3 hostesses / 1 community manager / 1 press agent
Logistic needs : 6 to 7 Mia cars, boxes forthe cars,
documentation, the interactive terminal, gopros,
SettingEvery city needs a 4days organisation :*A structure installed the first day during whichjournalists can try the cars Second and third day, core operation then disassemblyFourth day, transfer of the material to the next city.
Invitations to dis cover the structur� before anyone else,mailing usb keyswe may be able to pick them up at their offi ce with the Mia.
Exclusive try of the cars lending them for a day
Pr� s releas � /pr� s kits
g
messages for the medias
PRfrom the public itself, sharing reactions on the webfrom the pr� s communicating about :
**
to sustain the roadshow
PQR and free journalsRadi� , Bloggers = announcement of the arrival of the roadshowspecial� ed pr� s = revealing the MIA and its as setsEconomic pr� s= Mia, an EV Made in France !National pr� s (daily et weekly) = Development of EV, inv� tments of the government in the sector
6budget +budget +budget +
6budget +
6retro-
budget +retro-
budget +planningplanningplanningplanning
retro-planning
retro-
3 H� t� s� , 2 days/week 2 workers, 1 day at every st ep during 9 days
4 sal� men � ll time during 36 days1 Community Manager from march to august
1 pr� s attaché � ll time 8 hours a day
CateringLodging
TransportStructur�
Devic�
diverse ex pens�
g 10 000 € HT2 000 € HT36 000 € HT15 000 € HT15 000 € HT
10 000 € HT15 000 € HT
10 000 € HT80 000 € HT25 000 € HT
20 000 € HT
budget
228 000 € total :
gretro-planningJAN FEB MAR APR MAY JUN JULY AGUS SEPT OCT JAN FEB MAR APR MAY JUN JULY AGUS SEPT OCT AGUS SEPT OCT AGUS SEPT
Roadshow in France
Fake cr� sing of the atlantic
Roadshow in the USA
Community manager
Pr� s attaché
Author� ation to occupate the public space
CHoose your mia’ttitud