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Mitsubishi

Mitsubishi. Regional Market Review. March 2012. RTM is the marketing bureau for Regional free t o a ir TV. www.regionaltvmarketing.com.au. Regional markets and Regional TV are more important than ever to Mitsubishi’s success in Australia.

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Mitsubishi

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  1. Mitsubishi Regional Market Review March 2012

  2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

  3. Regional markets and Regional TV are more important than ever to Mitsubishi’s success in Australia Regional buyers responsible for 41% of national sales Key vehicles segments are growing faster in regional Consumer spending and auto sales outlook stronger in regional Regional TV share of total Mitsubishi spend is getting closer to category average and is helping regional sales

  4. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS

  5. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra

  6. Diary markets: 19% of total regional population Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier

  7. 35% of all people live in Regional TV markets NNSW 2,109 SNSW 1,429 People Source: OzTAM 2012, Regional TAM 2012,Nielsen Media Research 2010

  8. 1 3 in New cars sold are to regional buyers Source: VFACTS Jan-Dec 2011 - Regional accounts for 34% of sales excluding Trucks and Buses including utes

  9. Urbanisation and high population growth have changes the profile of regional Australia • Seachange: 80% are young families moving to regional suburban belt • Rural populations moving to regional hub towns – Bendigo, Dubbo etc. • Less than 4% of households depend on farming • Impact of resources is spreading throughout much of regional Australia

  10. Australian population moving North and to the coast. Over 40% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2012 Source: Source: OzTAM 2012, Regional TAM 2012

  11. Four our of the five highest average income TV markets are regional National avg. $000’s Source: Roy Morgan Single Source (12mths to Sep 2011), P25-54

  12. Home price to income ratio is significantly lower in regional TV markets House price vs. income multiple Source: Residex median house *(includes apartment price) Jan – Jun 2011 & Roy Morgan Single Source 12 mthsto March 2011

  13. Charlie Nelson foreseechange: Regional consumers’ willingness to spend is stronger for 2012 – survey has been accurate car sales predictor Spending per discretionary $1000 Source: foreseechange 2005 – 2010 annual average, 2011 June & November 2011 survey average

  14. Last year regional sales fell by only 1% vs. down 4% in capital cities YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)

  15. In last six months regional car sales grew by 5% YOY vs. 2% decline in metro 5% -2% YOY change in new car sales Source: VFACTS (excluding trucks and buses, including utes)

  16. Doubling in number of wealthy people living in regional Australia in past five years People 18-54 with HHI $130k+ or Investments $500K+ Source: Roy Morgan Single Source (12mths to Sep 2011, 2010, 2009, 2008, 2007, 2006, 2005 )

  17. Mitsubishi and Regional Australia 2011review and 2012 opportunity Mitsubishi increased overall regional market share by 0.1% Reg. QLD was key with 11% sales growth YOY – Triton and Outlander posted high growth Shift to small and light cars and SUVs is big opportunity for Mirage launch – trend is to premium Triton has lower share in the biggest PUCC market – Reg. QLD and is big opportunity

  18. 2011 was a tough year, consumer caution and tsunami impact – but Mitsubishi did better than many YOY unit sales growth: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Includes Trucks and Buses)

  19. Share of total TV spend to regional RTV % of national TV ad spend Source: Nielsen Media Research AdEx (incl. Dealer spend)

  20. Mitsubishi share of regional vehicle sales has grown steadily – now 7.7% and 2pts higher than in cap cities Share Mitsubishi share of all category sales* Source: VFACTS (excludes trucks and buses, includes Utes), Adquest (excludes dealers spend)

  21. Regional markets contributed 41% of national Mitsubishi sales – up 1% YOY exc. Trucks and buses Regional sales +1% YOY Metro -3% Mitsubishivehicle sales: Jan to Dec 2011 Source: VFACTS Jan – Dec 2011 vs. 2010 (excluding T&B, including Utes)

  22. Mitsubishi sales outperformed market conditions in Reg. QLD, BRI, ADE, TAS & rural Mitsubishi YOY change * Jan to Dec 2011 vs. 2010 Source: VFACTS Jan to Dec 2011 vs. 2010(excl T&B, inclUtes)

  23. Mitsubishi models Reg. vs. Metro YOY: Similar trends except for Colt & Pajero which had good year in Regional Growth Mitsubishimodel growth rate for Jan to Dec 2011 Source: VFACTS Jan – Dec 2011 vs. 2010 (All vehicles)

  24. Segment growth: Light and small cars and SUV’s growing faster in regional – urbanisation is key Sales growth rate by segment for Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excluding Trucks & Buses, Inc Utes)

  25. Lancer& Mirage • Small and light cars are growing in regional well above metro • Regional buyers are more mature and wealthier – preference for mainstream premium rather than luxury • Big shift to regional TV by light competitors achieving rapid sales response

  26. Lancer regional buyers are older, more affluent and two thirds female Source: Roy Morgan Research (12 months to Sep 2011 - own Mitsubishi Lancer)

  27. Lancer2011sales : Regional contributed 38% of national total – Reg. NSW is near equal to SYD or MEL Regional sales -16% YOY Metro -21% Mitsubishi Lancervehicle sales: Jan to Dec 2011 Source: VFACTS Jan – Dec 2011 vs. 2010 (Excluding Trucks & Buses)

  28. Small segment growing in regional – especially with newer premium styled models – Focus, Mazda3, Golf & Cerato Small < $40K: Model growth rate: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  29. Regional light car trends: higher segment growth and shift to premium reflects urban living and affluence Light < $25K: Model growth rate for Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  30. Light cars segment is highly competitive and now receiving parity or above weight Reg. TV for most brands : NB Mazda2 and Hyundai Period: January – December 2011 Source: Nielsen Media Research AdEx

  31. New Fiesta has been massive success in regional – RTV clearly contributed 2010 Total TV: $4.1m Reg share: 17% 2011 Total TV: $3.8m Reg share: 17% 2009 Jan-Jun Total TV: $2.1m Reg share: 21% 2005 Total TV: $573k Reg share: 15% 2006 Total TV: $1.7m Reg share: 13% 2007 Total TV: $5.0m Reg share: 19% 2008 Total TV: $1.2m Reg share: 24% TV spend Share Ford Fiesta share of light < $25k category sales Source: VFACTS and AdQuest

  32. Micra: Big increase in Regional TV budget in 2011 had massive impact on sales – overtaking metro BDI 2007 Total TV: $140K Reg share: 0% 2010 Total TV: $2.7m Reg share: 15% 2011 Total TV: $4.7m Reg share: 14% 2008 Total TV: $1.4m Reg share: 11% 2009 Total TV: $522k Reg share: 37% TV spend Share Nissan Micrashare of light < $25k category sales Source: VFACTS and AdQuest, TV Spend includes spend on multiple vehicle campaigns

  33. Getz run out massively successful in regional – typical – i20 slight lag as a result and has already caught up 2008 Total TV: $1.2m Reg share: 23% 2009 Total TV: $1.3m Reg share: 20% 2005 Total TV: $5.6m Reg share: 11% 2006 Total TV: $4.7m Reg share: 13% 2007 Total TV: $0.9m Reg share: 20% 2011 Total TV: $2.3m Reg share: 26% 2010 Total TV: $1.8m Reg share: 27% TV spend Share Hyundai Getz/i20 share of light < $25k category sales Source: VFACTS and AdQuest

  34. Mitsubishi Triton: Queensland is key • Regional markets contribute 46% of national sales • Reg. QLD is the biggest and fastest growing market for PUCC but Triton had lower growth and lower share • Reg. NSW growth was well above market trend – emulating that in QLD would deliver sales growth with national impact

  35. Mitsubishi Triton vehicle sales Jan-Dec 2011: Regional contributed 46% of national total – segment avg. is 55% Mitsubishi Triton 4x2/4x4 vehicle sales: Jan to Dec 2011 Source: VFACTS Jan – Dec 2011 vs. 2010 (Including Trucks & Buses)

  36. Triton share of PUCC in Reg. QLD could improve by 15% to 20% Mitsubishi Triton 4x2/4x4 share of Total PU/CC vehicle category Jan to Dec 2011 Source: VFACTS Jan – Dec 2011 vs. 2010 (Including Trucks & Buses)

  37. Triton sales growth easily outperformed the market in Reg. NSW, ADE, BRI and SYD – Reg. QLD opportunity Mitsubishi Triton 4x2/4x4 YOY change * Jan to Dec 2011 vs. 2010 Source: VFACTS Jan to Dec 2011 vs. 2010(Including Trucks & Buses)

  38. PUCC regional trends: Segment growing faster and most competitors growing PU/CC Total: Model growth rate for Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excluding Trucks & Buses, Inc Utes)

  39. Mitsubishi Outlander& ASX • Compact SUV sales growing faster in regional • Combination of newer crossover models and all road • Reg. QLD stand out market for Outlander • Success of Dualis, ix35 and Subaru highlight regional opportunity for ASX

  40. New models driving compact SUV sales to record levels: Regional buyers shifting to new urban style models Compact SUV: Model growth rate: Jan to Dec 2011 vs. 2010 Source: VFACTS Jan-Dec 2011 vs. 2010 (Excludes T&B, including Utes)

  41. Kia Sportage regional share of category higher than metro – responsive to RTV 2007 Total TV: $0.6m Reg share: 23% 2005 Total TV: $0.9m Reg share: 18% 2006 Total TV: $0.3m Reg share: 14% 2008 Total TV: $0.5m Reg share: 7% 2010 Total TV: $3.1m Reg share: 20% 2011 Total TV: $2.3m Reg share: 18% TV spend Share Kia Sportage share of compact SUV category sales Source: VFACTS and AdQuest

  42. ix35 Regional sales have been very responsive to RTV activity and BDI will match metro in time 2005 Total TV: $3.6m Reg share: 13% 2006 Total TV: $2.5m Reg share: 12% 2007 Total TV: $345k Reg share: 19% 2008 Total TV: $1.1m Reg share: 22% 2009 Total TV: $830k Reg share: 20% 2010 Total TV: $3k Reg share: 0% 2011 Jan-Sep Total TV: $1.6m Reg share: 18% TV spend Share Hyundai Tuscon/ ix35 share of SUV Compact category sales Source: VFACTS and AdQuest

  43. ASX 2010 Total TV: $3m Reg share: 7% 2011 Total TV: $2.6m Reg share: 6% TV spend Share Mitsubishi ASX share of SUV Compactcategory sales Source: VFACTS and AdQuest, TV Spend includes spend on multiple vehicle campaigns

  44. Reg. TV CPM (cost per thousand) is 40% below national TV average – proportional investment 23% of national TV budget to reach 36% of audience TV market CPM indices National average CPM P18+ = 100 Index Source: Regional TV Agency Survey 2011

  45. Higher cost efficiency of regional TV is opportunity to push growth harder than in metro Share of national TV budget Share of national population Source: Regional TV Agency Survey 2011, OzTAM 2012, Regional TAM 2012, Nielsen Media Research 2010

  46. Mitsubishi TV national spend and share into Regional TV Period: Jan to Dec 2011 Source: Nielsen Media Research AdEx Note: Spend allocated to model proportionally for multiple product campaigns

  47. Regional markets and Regional TV are more important than ever to Mitsubishi’s success in Australia Regional buyers responsible for 41% of national sales Key vehicles segments are growing faster in regional Consumer spending and auto sales outlook stronger in regional Regional TV share of total Mitsubishi spend is getting closer to category average and is helping regional sales

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