vcu adcenter/chrysler presentation at the innovation challenge, 2006

Elizabeth Gershman

Rodrigo De Lima

Sruti Dhulipala

Marcus Brown

Nien Liu

78 Million People

18 Year Age Range

$50K - $120K Average Income Range

Their Manifesto

We are neither the folk with one foot in the

grave, nor do we have a desperate death grip

on youth. What Madison Avenue has failed to

realize is that we have transcended past that

and are now pushing ourselves towards a life

of purpose, self-improvement, and spiritual

growth. In other words, we are Individuals.

Objective

Create an emotional connection between

Baby Boomers and the Chrysler brand.

It!s hard to believe that you can reach all the

Baby Boomers with a single message.

And have that message be powerful enough

to affect them all.

The only message that can reach them all

is individuality.

Individuality is tricky.

You can!t just say it or show it,

You have to embody it.

Concept Overview

Position each car independently to

connect with different segments of the

target market.

Position

Chrysler is the brand that

Expresses Individuality

Opportunities

Chrysler cars are very unique. Not only from other brands, buteven from each other.

Each Chrysler car represents different values and has a differentpersonality.

There is potential for Chrysler to bring out each of thesepersonalities in its positioning, thus increasing emotionalconnections to the car/brand.

While most auto manufacturers tend to place emphasis on thebrand as a whole, Chrysler has the opportunity to stand apartfrom the competition.

Strategy

Put the personality of the cars ahead of the brand!s.

Tailor each car to represent different values.

This way Chrysler can target different values with different

positioning without contradicting itself.

BOOMER SEGMENTS

Source: VALS

Thinkers

These people carry themselves with asense of quiet confidence that is inspiredby an incredible personal history ofachievement.

Values: Tradition, knowledge, strength.

Source: VALS

300

Embodies power and presence

Achievers

These people approach life with a solid

plan for success and rarely stray from it.

Values: Stability, predictability, success.

Source: VALS

Experiencers

These people are youthful and

expressive; they see the world as their

playground.

Values: Open-mindedness, enthusiasm.

Source: VALS

PT Cruiser

It demands attention

Believers

Surrounded by family and community,

these people put the needs of others

before their own.

Values: Indulgence, protectiveness.

Source: VALS

Town and Country

It shows that you have others in mind

Strivers

These people are driven by dreams of

great status.

Values: Achievement and optimism

Source: VALS

Sebring

The approachable luxury car

Makers

The pursuit of self-sufficiency takes this

group of people in many directions.

Values: Flexibility, discipline,

pragmatism.

Source: VALS

Pacifica

It does a little bit of everything

Individuality must be expressed atevery level.

Product

Ergonomic Options

UV protective film

Help with arthritis and back pain

Service

Personal test-drive.

Product-centric customer service

On location pick-up

Dealer Experience

Floor plan re-organization

Personal takeaways

Unique Ambiance for each car

Keychains personalized to the car/individual

Car booklets tailored to the personality of the cars

Customer Relations

Post-purchase communications through

car clubs

Each car has a unique social cause

PT Cruiser – Boys & Girls Club

Aspen – Operation Home Front

COMMUNICATIONS

Non-Traditional

Chrysler cars compete to guest star in the Chrysler Film Project film.

Have each car!s clubs campaign by offering incentives if they win.

Owners of the car that wins could request free tickets to the movie.

CRM tool.

Recommendations

Green/Hybrid car

Crossfire

Chrysler Imperial

Innovators

These people have the most resources

of all the segments, but they are only

inspired by products that step up to their

cultured and refined tastes.

Values: Sophistication, intelligence.

Source: VALS

Intangible Benefits

! By creating positioning based on uniquevalues of consumers, we aim at creating anemotional connection.

! Going beyond mere sales figures and guerillamarketing strategies, in order to create afeeling of camaraderie between the companyand consumers through car clubs.

! Getting consumers involved in a bigger cause– social responsibility, and a feeling offulfillment.

Potential Risks

! Global Economy that will affect high interestrates and depreciation of the dollar

! Increase in gas prices directly affect the salesof cars

! Cannibalization from other Diamler-Chryslerowned cars.

! Estimating production schedule.