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The American Love Affair with (Hybrid) Cars

The American Love Affair with (Hybrid) Cars. Market and Consumer Segmentation Examples. This presentation starts in:. Consumer Demographics. Gender: Men respond better to claims of durability, power and performance More critical about quality of service as well Civil status and Age:

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The American Love Affair with (Hybrid) Cars

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  1. The American Love Affair with (Hybrid) Cars Market and Consumer Segmentation Examples This presentation starts in:

  2. Consumer Demographics • Gender: • Men respond better to claims of durability, power and performance • More critical about quality of service as well • Civil status and Age: • Singles and divorced: zippy small cars • Married with kids: wagons and SUV’s • Middle-aged: less price-conscious • Ethnicity: alert to condescension and discrimination

  3. Consumer Psychographics • Functional: Just get me from point A to point B • Traditionalists • Prefer tried and tested makes • Easy to sway with bandwagon effect • Conservative, sensible design • Trendsetters • Image-conscious • Latest and greatest • The sizzle, not the steak • Family-oriented • Space and safety at a premium

  4. Consumer Behaviors • Enthusiasts: • Superlative styling • Muscular performance • Let’s talk horsepower • Environment-conscious • Gung ho on alternative fuels • Tolerant of recycled metal and interiors

  5. A Segment ProfileThose Hybrid Car Owners • 11% of new car buyers who are willing to translate climate-consciousness into action • A highly desirable market: • Much better educated • Much more disposable income • Older and therefore more confident • Average age: 54 years • Other new-car buyer: 50 years

  6. Segment Profile 2Hybrid Car Buyers Creative consumers: high on openness, spontaneity, creativity, leadership Low on dogmatism

  7. Segment ProfileHybrid Car Owners

  8. A Target Market StrategyThe BMW Hydrogen 7 • Product Value Proposition • Runs on hydrogen (and gasoline, too, in emergencies) • Exhaust: almost wholly water and oxygen • At no sacrifice in power: 6-liter V-12 engine • And a BMW subsidiary produces hydrogen fuel using 100% solar power • The totally “guilt-free” solution • Lots of room for “empty-nesters”

  9. The BMW Hydrogen 7 Strategy • “Rifled” marketing • Just 1 in 9 car buyers • Concentrated in the West coast followed by the Northeast • Character of marketing communication • Surprising logic (because older but creative consumers) • Addressing confident men AND women • “Insulate yourself from gas price fluctuations forever” • Test driven for you by celebrities in sports, government (implied endorsement)

  10. The BMW 7 A&P/Media Mix • Magazines such as: • The New Yorker, Sunset and Wired • Travel and leisure publications • Cable television channels such as CNN • Very selective when it comes to direct mail/direct-response media • Test drives work when positioned as “exclusive” • Advertise on spectaculars like the Emmy’s and Super Bowl for legitimacy, bandwagon effect

  11. Thank you!Questions?

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