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2008 Cadillac CTS

2008 Cadillac CTS. Team America Sarah Fagan Amar Brahmbhatt Martina Kerpcarova Michael Abram Weinstein. Agenda. Executive Summary Objectives Market Overview Segments/Competition 2008 CTS Strategy Solution Benefits Implementation. Executive Summary.

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2008 Cadillac CTS

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  1. 2008 Cadillac CTS Team America Sarah Fagan Amar Brahmbhatt Martina Kerpcarova Michael Abram Weinstein

  2. Agenda • Executive Summary • Objectives • Market • Overview • Segments/Competition • 2008 CTS • Strategy • Solution • Benefits • Implementation

  3. Executive Summary Cadillac needs to improve overall attitudes toward the brand and translate these favorable associations into showroom traffic and purchases. We conducted primary and secondary research to understand the problems Cadillac faces. Based on that research, we then designed a Cadillac marketing plan to target Move-ups to reduce the average age and to create Loyalist for years to come. We plan to further re-establish Cadillac as a top-tier luxury contender.

  4. Objectives • Improve overall attitudes towards the brand • Reduce the average age of Cadillac owners • Re-establish Cadillac as a top-tier luxury contender • Increase conquest rate

  5. Luxury Car Market • What is a luxury vehicle? • Luxury Car Segments • Entry Level • Price Range: $29,000 - $36,000 • The 2008 Cadillac CTS is in the entry-level segment

  6. 2008 CTS • A 300 Horsepower V6 engine • Advanced All-Wheel Drive • Adaptive Forward Lighting • Handcrafted Interior and Bose Surround Sound • UltraView Sunroof with Power SunShade

  7. Competition Recorded New US Registrations of Select Entry-Level Luxury Models

  8. Competitive Overview (2007 Models)

  9. Competitive Overview • In its class the CTS is an ideal blend of • Price • Performance • Comfort • Appearance

  10. Strategy • Target Audience 1 – Move-ups • Invite into the luxury car market. • Tagline – “Welcome to Luxury” • Target Audience 2 – Busy Moms • Cadillac will support causes that women care about • Tagline – “Escape to Luxury”

  11. Solution • Implementation- • Television Ads • American Idol, CSI, House, Desperate Housewives, Grey’s Anatomy • Magazines • Fitness, Jane, Baby Talk, Entertainment Weekly, Men’s Health, O • Billboards – proud sponsor of … • Direct Mailings- quality mailings • Events • Cadillac will help sponsor charitable events • Graduate level College graduations

  12. Budget

  13. Thank You!

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