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Agenda

Agenda. Business Objectives Competition Product Description Target Market Marketing Strategy Branding and Product Position Price Place/Distribution Promotion. Business Objectives. Enter niche market Utilize Volkswagen and Ducati connection Engine supplier 747 national dealers in 2015

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Agenda

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Presentation Transcript

  1. Agenda • Business Objectives • Competition • Product Description • Target Market • Marketing Strategy • Branding and Product Position • Price • Place/Distribution • Promotion

  2. Business Objectives • Enter niche market • Utilize Volkswagen and Ducati connection • Engine supplier • 747 national dealers in 2015 • Available in 100 of these dealers by 2015 • Target innovators • Top 2.5% of buyers in the product cycle

  3. Business Objectives

  4. Competition Analysis

  5. Competition Analysis

  6. Competition Analysis

  7. Product Description

  8. Product Description

  9. Product Description

  10. Product Features • 3 airbags • Rearview/ manual side view mirrors • Cabin air filter • AM/FM stereo (Future Development=satellite radio) • Glove box (locking) • 3 vent heater • 3-speaker audio system (Future Development=make vehicles available with name brand speakers) • Seats (2) 6-way manually adjustable • 3 point seatbelts • Manually operated door locks • Trim, Seat, Cloth • Tilt steering wheel • All panels in body color • Windshield wipers, variable intermittent • Daytime running lights • Manually operated windows *Upgraded models have power windows • Frame integrated roll cage • 15” 5 spoke alloy wheels • 165/45r15 all-season tires • 3 wheel antilock disc brakes

  11. Product Features • Rack-and-pinion unassisted steering • Front-Wheel Drive (Future Development=all wheel drive) • Targa style top • 10sq/ft. trunk (Future Development= add more trunk/storage space) • 1.8 TSI 16-valve DOHC, 4-cylinder Turbo VW petrol engine (Detuned to 120 hp/ 134 lbs. /ft.)* (Commuter) • 1.2 R3 12V TDI VW Diesel Engine (74 hp/ 133 lbs. /ft.)*(Eco) • Double wishbone front/ rear swing arm suspension*(Sport) • 1.8 TSI 16-valve DOHC, 4-cylinder Turbo VW petrol engine (170hp/ 184 lbs. /ft.)*(Sport) • VW 6 speed manual (02M)*(Sport) • VW 5 speed manual (02J)

  12. Target Market • Males and females • 18 – 34 years old • Marital Status: Single • HH Income: $25,000 – $50,000 • Commuters • 10 – 25 miles • Suburban to city

  13. Target Market • Type of buyer: Innovators • Latest technology and gadgets are high priority • Top concerns with transportation method • Cost • Comfort • Flexibility • Safety

  14. Target Market • Primarily use automobiles • 43,266,000 18-34 year olds are principal drivers of automobiles • 1,270,000 currently own or lease a Volkswagen vehicle • Car enthusiasts • Travel alone or with coworkers/friends

  15. Marketing Strategy • Press releases • Generate speculation and buzz • Launch date • January/February 2015 • North American International Auto Show

  16. Branding • tri·fect·a • a perfect group of three • Product: Cost, comfort, safety • Trademark: Trust, endorse, value • People: Innovation, sophistication, intelligence

  17. Positioning Statement “The Trifecta is the cost-efficient, comfortable, and safe choice for the young commuter of today.”

  18. Slogan “Fewer fill ups, fewer tires, fewer rules.”

  19. Price • Competitive pricing • Financing and down payment options

  20. Price • Packages • Convenience Package • Power locking doors, fold-flat third seat, power windows, remote key fob, Power adjusting seats, and cruise control. Power adjusting side view mirrors • Comfort Package • A/C, heated seats, carpeting, leather wrapped steering wheel, iPod compatible 6 speaker stereo • Luxury Package • (All items in comfort package and convenience package) + Leather seats, leather wrapped dash/headliner, JBL touch screen stereo upgrade, Navigation, comfort-tuned suspension

  21. Distribution • Dealerships • 617 Volkswagen and 140 Ducati • Geographics • Large metropolitan • Universities • Favor warm climate regions

  22. Media • Social Media • Twitter • YouTube • Target market usage • 83% of 18-34 year olds are active on social media • 30% frequently watch videos • 40% share videos with friends

  23. Media • Television • Sequences of our product in action • Target market usage • 21% watch Palladia HD • 18% watch the History Channel and H2 • 11% watch Velocity • 10% watch Fox News Network

  24. Media • Magazines • Review product • Valuable for information search stage • Banner ads on the magazines’ websites • Print publications • Target market usage • 20% read Real Simple • 11% read Motor Trend • 13% read Car & Driver

  25. Conclusion • Capitalize on a niche market • Utilize Volkswagen and Ducati connection • Attract innovative commuters between the ages of 18-30 • Brand it with perfect groups of three • Proceed with launch date of January/February 2015?

  26. Thank you! Questions?

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