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Hyundai studio promotional strategy
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Transcript of Hyundai studio promotional strategy
Nordea Bank,investment department intern
HLB “Universe-audit”, trainee
Pavel Savelyev
Inna Sokolova
LeysanGubaydullina
Ekaterina Biriukova
IlyaBorisov
+7 (967) 081 [email protected]
+7 (925) 185 [email protected]
+7 (925) 129 [email protected]
+7 (915) 114 [email protected]
+7 (964) 763 [email protected]
CMASF, intern
PwC, internTLS, financial services
Jonkoping International Business School, exchange program
Smart Step, Project Manager
• Current flow analysis• Short-term strategy
• Current flow analysis• B2C analysis
• Additional flow analysis
• Long-term strategy
• Presentation• Social activities
analysis
• Additional flow analysis
• B2B analysis
Home Credit and Finance Bank, intern in Direct Sales Department
Winner of the business game Secrets FMCG 2
NORBIT, intern
Future Today Case Cup,Pretenders cup winner
Sanofi, Marketing Intern
Open Case Club, Head
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Current flow Additional flow B2B B2CSocial
activities
The choice of promotion channels and tools heavily depends on purposeswhich Gallery is achieving
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To improve Hyundai brand awareness
Main purposes of the Gallery
To acquaint the potential audience with new models, technologies and history of the brand
Primary objectives of Gallery promotion strategy
Wide coverageHigh-quality
communicationInducement to
purchase
Positioning for all the promotion channels will be based on:
Brand valuesNew
technologiesHistory
The short-term PR-strategy is aimed at the maximum coverage, while the long-term PR-strategy is focused on maintaining strong visitor flow
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Short-term strategy Long-term strategy
Work with the current flow
(ATL+BTL)
Mass promotion(ATL+digital)
Auto flow Transport flow Pedestrian flow
Website Social Media The press and others
Work with the Muscovites(ATL+BTL)
Work with the tourists
(ATL+digital)
Social media Travellers websites Others
The maintenance of high flow of tourists and re-attraction of the Muscovites
Guaranteeing maximum flow of visitors at the earliest possible date
Additional opportunities
For business (B2B) For kids, pupils, students
New place for Muscovites and the current flow to visit
Compulsory point of interest for all visitors of the Capital
Social media Entertaining websites
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.
Maximum coverage
Current flow
Additional flow
Instruments
ATL+
BTL
ATL+
Digital
Target audience
Auto flow Transport Pedestrian flow
Muscovites Tourists
At the beginning it is necessary to advertise the Gallery as extensively as possible to create Word-of-mouth effect
One needs to attract auto flow in the Noviy Arbat, Novinskiy boulevardand nearby streets
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H
Guaranteed transport flows
Flows from nearby streets (potential)
Points where the advertisement should be placed
. .
Auto flow can be effectively attracted by outdoor advertisement:billboards, screens and posters
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Noviy Arbat, 21
Auto flow: 69 000
Auto passengers: 124 000
. .
GALLERY
Billboard
GALLERY
Poster
Screen
GALLERY
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The passengers of public transport going through Noviy Arbat and Novinskiy boulevard should be attracted to the Gallery
Noviy Arbat
Bus routes: 39, 6Trolleybus routes: 44, 2
Novinskiy Boulevard
Bus routes: 132, 64Trolleybus routes: 39, 79к, Б (red), 10, 79
. .
Outdoor advertising at the bus stops
more than 2000 people passes through a bus stop every day
people wait for transport at bus stops for 5-10 min
Advertising outside of buses
It is always attractive
Video advertising inside of buses
Video screens inside the bus don’t annoy bored passengers
. .
Arbat is a favorite place of many Muscovites and tourists. We should use magnet places to attract pedestrians from this street to the Gallery
Street Cultural points of interest Others
MuseumsPushkin’s, Tsvetaeva’s, Lermontov’s,
Okudjava’s
Movie theatre «Khudozhestvenniy»
TheatreVahtangova
The Mirror Labyrinth
"Prague" Hotel
Trailer cafe
McDonald’s
Gift shops
Restaurant «Prague»
Tsoi wall
Monuments
Artists
Musicians
Other
Fliers, joint actionsInteractive standsA set of unique activities
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Tsoi wall Underpass between the Khudozhestvenniy
Cinema and the Arbat
Artists Russian "Walk of Fame"
. .
Generally, unique unusual activities are most effective
Graffiti-advert of the Gallery
3D art on the stairs To pay to the each artist for the picture of the Gallery and ask to put
as the sample
To install the star named after the Gallery
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There is a huge pedestrian flow in Noviy Arbat. Different instruments should be applied in «magnet» places to attract public attention
Cinema Oktyabr BC Noviy Arbat Shopping mallsVesna
Moskovskiy Dom Knigi
Cafes, bars, restaurants«Korona», Chesterfield, Dandy
café, etc.
Advertisement near ticket offices
Leaflets
Table-tentsFlyers
Advertisement in elevators Advertisement near cash desks
Leaflets
. .
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1 According to statistical research of advertising agency “Advip”
. .
Nearest underground stations – Arbatskaya and Smolenskaya have hugepassenger flow, which should be directed to the Gallery
90%of underground passengers pay attention to stickers and subwaybillboards
Smolenskaya Arbatskaya
42 53437 242
Arbatsko-pokrovskaya line(daily passenger flow – 800 504)
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Stickers Subway billboards Sound advertisement Ambient advertisement
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For more expanded promotion among tourists and Muscovites it is necessary to use various ATL and Digital instruments
Muscovites Tourists
Active people searching for new places for entertainment
People from Russian regions and guests from abroad
Target Audience
Instruments
Digital ATL+BTL+
Gallery’s website Social Media Entertaining sites for Muscovites Websites for tourists Mobile applications
Press Various print materials Set of unique activities
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Web-site is the Gallery’s image. It should be both attractive and informative
Information
Auto Exhibition Hyundai Innovations Upcoming events Photos Events for children Contacts
Languages
РусскийEnglish
Social media is the key promotional channel
Facebook Vkontakte Instagram Foursquare
Style
Home page with site’s map
On-line tour through the Gallery with listed features of each theme zone
. .
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Social media helps to achieve the maximum coverage for the shortest period
Advantages
Wide coverage
Moscow citizens and tourists from Russia and abroad
Regular communication
The possibility to announce events and other activities, held in the Gallery
Feedback
The method to take into account the wishes of Clients and improve the performance
Vkontakte
Official Community
Hyundai
vk.com/hyundairussia
(34000 subscribers)
Unofficial club of
Hyundai owners
vk.com/hyundai_avto
(25 000 subscribers)
Hyundai Russia
facebook.com/HMCIS
(94 000 subscribers)
. .
Effective instruments
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The usage of popular websites with information about places of entertainment will be the most effective way to attract Moscow citizens
The most popular entertaining websites
afisha.ru the-village.ruvashdosug.ru
83 112 76 23875 079
Name Rating*
* Calculated according to Rambler Popularity Index based on quantity of visitors and views
Articles about the Gallery Banners
kudago.com/msktimeout.ruosd.ru
66 50065 095 62 495
To fill the Gallery’s profiles on the websites
. .
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For tourists it is necessary to promote the Gallery in other Internet resources among other tourist attractions through «Internet agents»
Russians Foreigners
komandirovka.ru ayda.ru vashdosug.ru
63 11628 036 21 091
NameUnique visitors*
* - per day
Advertisement on the website Filling the profile of the Gallery
tripadvisor.com27 000 000 unique visitors/month
travel.yahoo.com26 250 000 unique visitors/month
expedia.com26 000 000 unique visitors/month
Filling the profile of the Gallery
The attraction of «Internet agents» will help to achieve the highest position in the rating
** - top 15 Most Popular Travel Websites; ebizmba.com; December 2013
. .
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1 2 3 4 5 6 7 8 9 10 11 12
Cu
rre
nt
flo
w
Outdoor advertise
mentBillboards Posters, screens
TransportAdvertising on and inside
buses, at bus stopsAdvertisement at
bus stops
Underground
Stickers, billboardsSound advertising,
ambient advertising
«Magnet» places
Bothstreets
Arbat Stariy Arbat
Ad
dit
ion
al
flo
w
Internet
Filling profiles on websites
Promotion of the website
work of «internet agents»
SMM, advertisement
Opening date
One year is necessary to implement the short run strategy and to achievethe maximum coverage of the audience
.
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Long-run goal is to maintain permanent strong flow of visitors achievedwithin short-run strategy implementation
Maintenance of high flow of
visitors
B2C
B2B
Tourists promotion Muscovites promotion
Social responsibility Additional reference to the Gallery
Social activities
Attracting additional audience Partnership development
.
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. 2 .
Gallery should become a compulsory place for tourists to visit. One needs to turn the Gallery into the one of the main tourist attractions in Arbat
Compulsory place to visit
Original place for travellers
There are «must visit» places in every big city. The Gallery should become one of such places
A lot of tourists want to experience something unusual and change typical tourist routes
Minimum promotion
Digital
Social media Travellers’ websites Mobile apps “Internet agents”
ATL
Info in tourist brochures
Promotion by guides Street marketing
Effect
Online media and prints will public information
about the Gallery by themselves
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Gallery should become a place for pleasant time spending with family for Muscovites
. 2 .
Cultural activities
Entertainment with family
A place where you can learn about the latest technologies and developments
Interactive activities and an opportunity to sit in the car
Activities and workshops for children and parents
Museum
Entertainment
To spend time with a child
Concept
Promotion
Websites for Muscovites
Social media
It is necessary to pay special attention to B2B promotion: organization of conferences and running events in the Gallery
Activities
Free trainings and seminars
Auto shows and conferences
Presentation of new technologies
Attracting new visitors
Partnership development
+
. 2
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Types of activities
Social activities can also attract the public attention to the Gallery and pay attention to important issues
Social Responsibility
Partial solutions to important social problems
Reference to the Gallery
Additional advertisement/reference in the media
Advantages Audience
Orphans
Disabled
Free tours in the Gallery Educational seminars
.
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Max Сoverage
Budget
15 mlnpeople
Muscovites Foreigners
3.5 mlnpeople
Russian travelers
5 mlnpeople
Total
23.5 mlnpeople
0,7-1,5 mln EURO
Visitors 0.03 – 0.1 mln
Depending on the budget of the short run strategy implementation we can achieve the following statements
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