vcu adcenter/chrysler presentation at the innovation challenge, 2006
DESCRIPTION
Our presentation at the Darden School of Business for the Innovation Challenge in 2006TRANSCRIPT
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.