Vincent J.M. Bouyra

STRATEGIC PLANNINGHYUNDAI 2015

TargetPersonalityChallenges

Vincent J.M. Bouyra

GLOBAL BRAND GOAL

To position in the Mexican market the most respectable and loved massive car brand, motivating people who want to change their cars to highly consider Hyundai at the top of their shortlist.

Vincent J.M. Bouyra

VJMB “IN HOUSE” STRATEGIC PLANNING PROCESS

No research agency involved.Based on:

• LOVEMARKS / S&S Strategic Planning Philosophy.

• Existent internal and external information,

• Market & Brand Team experience,• Planning Internals Tools (workshops),• Common Sense & Intuition.

Vincent J.M. Bouyra

STRATEGIC PLANNING SCOPE OF WORK

This Strategic Planning Final Document will determine and develop the following

6 Marketing key points:

Targets Stories & Segmentation. Brand Personality. Brand-Target relationship.Hyundai One Word EquityBrand Strategic ChallengeContact market points.

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BRAND TARGET

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METHODOLOGY

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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• Workshop “Campfire”. (Hyundai Marketing & Innocean Team, Metepec Team Dealer).

• Tool “In Your Feet”. (MGEL Team).• Facebook Investigation (MGEL Team)• “Estudio sobre Automoviles”, GOOGLE, 2013• INEGI / AMAI.• Breaking the Rules: Moments of Truth in the Car Buying

Process (NIELSEN CHINA), 2007 • Los accidentes automovilísticos (Centro de Estudios Sociales

y de Opinion Publica)• El Stress Automovilístico (compilación Interna)

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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THE WANABE/ ASPIRING EXECUTIVE, MALE AND FEMALE

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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GEOVANNA SANDOVAL

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THIS IS GEOVANNAhttps://www.facebook.com/geovanna.sandoval.3?fref=ts

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STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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GEOVANNA WORKS IN AN OFFICE

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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GEOVANNA LIVES

SHE LIVES IN A HOUSE OF SOCIAL INTEREST THAT SHE PURCHASED

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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SHE DEDICATES

TIME TO HER FAMILY

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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SHE ATTENDS SEMINARS

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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SHE IS CURRENTLY STUDYING FOR HER BACHELORS DEGREE

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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SHE ENJOYS SPENDING TIME AT THE MALL

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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SHE LIKES TO SHOW OFF THE RESULTS OF THE GYM

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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FRIDAY NIGHT IS CLUBBING NIGHT

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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THE BEACH, TWICE A YEAR.

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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HER SUNFIRE (THAT WILL SOON NEED TO BE CHANGED FOR ANOTHER CAR)

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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ARTURO BERNAL

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HE IS ARTURO

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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ARTURO WORKS IN AN OFFICE

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ARTURO LIVES IN A HOUSE OF SOCIAL INTEREST

(THAT HE HAS REMODELED AFTER PURCHASING IT)

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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HE DEDICATES TIME TO FRIENDS AND FAMILY

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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HE ATTENDS SEMINARS

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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HE IS STUDYING / STUDIED A POSTGRADUATE DEGREE

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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HE ENJOYS BEING WITH HIS FRIENDS

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FRIDAY AND SATURDAY NIGHTS

ARE NIGHTS OUT WITH FRIENDS.

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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THE BEACH, TWICE A YEAR.

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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“HIS" JETTA.

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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THE TARGET, THE CAR & THE STRESS

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“I need to buy a car.”

“I´m buying a car.”

“I bought a car.”

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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The Stress questions:

• Will I sell mine at a good price?

• How much money can I spend?

• Which kind of car?• Do I need a car?• A new car or a second

hand one?• …

“I need to buy a car.”

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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The Stress questions:• Which brands do I trust more?• Which brands excites me

more?• Is the car salesman telling me

the truth?• God, I love this car! But should

I spend so much money?• That insurance they force me

to buy with the car, is it the best for my needs?

• Will I be able to pay the credit for the next three years?

• Am I making the right choice?• How many problems will I

have with this car?• …

“I´m buying a new car.”

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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The Stress questions:

• ABOUT MY CHOICE:– Hey, they just launched a new

promotion! Why did I pay so much three months ago?

– This new Mazda is really amazing. I should have waited 3 months before taking my decisión!

– ….

• ABOUT MY “INVESTMENT”– What is that noise?– Crap, the valet scratched my car. – …

• ABOUT USING MY CAR– three hours to get to my office.

Is this a life?– Driving in a Mexican city is the

best place to grow your patience and kindness.

“I bought a new car.”

STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET

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COMPETITION

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METHODOLOGY

STRATEGIC PLANNING SCOPE OF WORK:COMPETITION

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• LOVEMARKER• Workshop with

Mauricio Calvet (Hyundai University) & Marketing & Innocean Team.

• Web Investigation (Brands ´websites)

STRATEGIC PLANNING SCOPE OF WORK:COMPETITION

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LOVE & RESPECT AXES

(A Saatchi & Saatchi Tool)

STRATEGIC PLANNING SCOPE OF WORK:THE COMPETITION

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COMPETITION COMMUNICATION

TERRITORIES

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PROMOTIONS

EXCITMENT

TRUST

LEADER

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HYUNDAI BRAND

PERSONALITY

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METHODOLOGY

STRATEGIC PLANNING SCOPE OF WORK:BRAND PERSONALITY

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• Workshop “SO WHAT?”. (Hyundai Marketing & Innocean Team, Universidad Team Dealer).

• The Red Bull Brand College Model. (INNOCEAN + MGEL Team).

• Workshop “Brand & Target Relationship” (Hyundai Marketing & Innocean Team, Polanco/Metepec/Universidad Teams Dealers).

• Internal Brand Knowledge.• Workshop The Onion S&S Tool (Hyundai Marketing &

Innocean Team)• Workshop OWE (INNOCEAN + MGEL Team).

STRATEGIC PLANNING SCOPE OF WORK:BRAND PERSONALITY

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¿SO WHAT? OR

WHAT ARE WE REALLY SELLING?

STRATEGIC PLANNING SCOPE OF WORK:HYUNDAI BRAND PERSONALITY

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Hyundai is a brand that offers a 5 year warranty

So what? A 5 year warranty means that the cars are dependable and very good.

So what?

5 year warranty means that I will not spend more on spare parts. So what?

It means that the commitment is really strong.So what?

It means that I will be unconcerned and tranquil for 5 years.

So what?

It means that I will have peace of mind in the car category.

So what?

It means that I will be happier because I have one less thing to worry about.

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BRAND PERSONALITY

THE 5 ELEMENTS

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PERSONALITY InteligentSmartFunGenuineClearCarying

CULTUREPop (Music, Art, Pictures…)Massive SportsMainstream

SELF IMAGESuccesfullSmart“Listo”.

REFLECTIONWay of thinkingTrust & PeaceIntelligence

PHYSIQUEModernFit and HealthySilvergrey (TBD)

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BRAND-TARGET RELATIONSHIP

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STRATEGIC PLANNING Brand-Target Relationship.

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STRATEGIC PLANNING Brand-Target Relationship.

SURPRISE

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STRATEGIC PLANNING Brand-Target Relationship.

DE-STRESSING

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STRATEGIC PLANNING Brand-Target Relationship.

COMMITMENT

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HYUNDAI´S ONION

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ATRIBUTES

BENEFITS

VALUES

PERSONALITY

5 year warranty

OWE

General pricing policies

Record dealership

openings during entry year in

Mexican market

5% worldwide market share

CommitmentRecord units sold during entry year

in Mexican market

R&D

Lowest maintenance service prices

5 years roadside

assistance

5th biggest automotive

manufacturer worldwide

18 manufacturing plants

Technology

Modern Premium

Backed

Quality

Competitivety

Security

Carrying

Commitment

Tranquility

Moderm premium Value for

money

Social Responsability

InclusiveSmartLeader

Trustworthy

HYUNDAI Onion

International

Designs

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HYUNDAI´S ONE WORD EQUITY

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mindpeace

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BRAND COMMUNICATION STRATEGIC CHALLENGE

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METHODOLOGY

STRATEGIC PLANNING SCOPE OF WORK:BRAND COMMUNICATION CHALLENGE

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• Workshop INSIGHTS (Hyundai Marketing & Innocean Team, Polanco/Metepec/Universidad Teams Dealers).

• Workshop ISSUES (Hyundai Marketing & Innocean Team, Polanco / Metepec / Universidad Teams Dealers + One to One Interview Dealer Development).

• Workshop “The Challenge Meeting” (INNOCEAN + MGEL Team)

STRATEGIC PLANNING SCOPE OF WORK:BRAND PERSONALITY

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BUSINESS CHALLENGE

To launch in the Mexican market the most respectable and loved massive car brand,

motivating people who want to change their cars to highly consider Hyundai at the top of their shortlist.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

Vincent J.M. Bouyra

EXISTING ISSUES TO BE CONSIDERED

Limited product line vs the competition (4 models)

Lack of “iconic” product (note: the i10 may establish itself as that “iconic”

product and this will in no way benefit the brand as a whole)

Quality level of post-sales service (consider service commitment campaigns)

Economic crisis risks

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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TARGET ISSUE

Our target audience is of dual personality ...…

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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On one side the target is

very insecure in his /her

everyday life.There is a need to be convinced

always that they have made the

correct decision, to

trust in themselves.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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On the other hand, there is a contradictory need to be “bold” (no, I am not boring), to be “modern” (no, I am not like my dad), to stand out from the crowd (but not before it is fashionable, trendy…)

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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SESION INSIGHTS

I need to feel the confidence and security, "It is the biggest investment of the 3 coming years"

“To feel part of a family”I need to trust in the knowledge that I have the backing of

a big company and / or Mexican cia. ( VW, Nissan,…)I need to trust in the resale value

I need to trust in the post sales services I need to trust in the warranties

I need to trust in the transparency and clarity of the contractual terms and conditions

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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SESION INSIGHTS

I need to be surprised in a good wayI want to feel unique

I need to speak out and share experiencesI order to love I need to admire

I need things to have a “spark” for me to want/ desire them.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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INPRINT

While buying a car nourishes several non-primary needs in people and contributes largely to self-realization and the construction of an identity, it also represents a sum of stress from the moment the decision to purchase

a car is made and runs through the entire duration of owning the car (accidents, scratches, services, technical problems, stress management in

cities, cranes, theft ...).

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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INPRINT

One of the clear paths to happiness is to phase out, little by little, each one of the problem areas in your life in order to enjoy it more.

CHILDREN ARE HAPPY BECAUSE THEY BEAR NO WORRIES.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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BRAND MISSION

Hyundai is the brand that can help Geovanna and Arturo eliminate the concern and stress that owning a car entails, therefore enabling

them to live life more happily and intensely.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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COMMUNICATION CHALLENGE

Make “Mindpeace” Fun

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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WAY IN

If you worry less, you enjoy more.

STRATEGIC PLANNING SCOPE OF WORK:Brand Communication Strategic Challenge

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Vincent J.M. Bouyra & Andrès SerafinMás Grande El Logo, S.A. De C.V.®2015.

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Anexos

• Autos y Stress : – Los accidentes automovilísticos (Centro de Estudios

Sociales y de Opinion Publica)

– El Stress Automovilístico (compilación Interna)

• Mercado Automotriz:– Reporte de Mercado Interno Automotor (AMDA), Dic.

2014.

– “Dialogo con la industria Automotriz”. (AMIA, ANDA, INA, ANPACT), 2012

– “Estudio sobre Automoviles”, GOOGLE, 2013

– “La Industria Autmotriz En México 2014”, INEGI

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Anexos• Competencia:

– Sitios Web de la Competencia (Doc. Interno)

• Estudios socio-demograficos:– Los Niveles Socio Económicos y las Familias en

México (Instituto de Investigaciones Sociales), Oct. 2014 – Los Niveles Socio Económicos y la distribución del

gasto. (AMAI), 2009.– “Poblaciones y Hogares a nivel Nacional”, SIGMARKET,

2010

– “Psicoanálisis del Mexicano”, Andrès Serafin, 2015.

– Breaking the Rules: Moments of Truth in the Car Buying Process (NIELSEN CHINA), 2007

– Historia de Paola Saavedra (MGEL Internal Document)