Marketing Plan - Initial Presentation

THE KIWISEVA ARNADOTTIR LISA HEINEMANN

ZACHARY KRUMMEOSKAR LITTON

SHERRY WU6.10.2012MGM - MANAGING MARKETING PROCESSES

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Is this what you think of Volvo?

Think again.

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Mission Statement

“Our global success will be driven by making life less complicated for people, while

strengthening our commitment to safety and the environment.”

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Mission Statement

“Our global success will be driven by making life less complicated for people, while strengthening our

commitment to safety and the environment.”

Customer-focused

Safety

Environmental care

Conscientious consumers

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Leveraging Core Values

Quality (ROI)

Shift towards more youthful market

Affordable luxury

The Conscientious, Dynamic Consumer

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Selling The Mission

New initiatives:

NBA Star Jeremy Lin as a brand ambassador

Volvo Sports car - online advertisement

• Facebook Campaign – “What’s in Your Car is You”

Customer-Focused

• YouTube - Diesel plug-in Hybrid model

Environmental care

• YouTube & Ads – Crash test videos and imagesSafety

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Your Volvo is YOU

Target: Younger customer group demanding convenience and mobility, craving for trends, passion

Image Shift: can also be fashionable - no longer just a family car

Design: Environmentally sustainable luxury with rich technology but still practical

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A Better Volvo

A Better Volvo

Overcome preconceptions

Integrate and promote all core values

Enhance the perception of

the Volvo brand

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The Volvo Car Share

Goal: create a new, sustainable outlet for Volvo cars

Objective: develop a membership-based car sharing company

Cars can be picked up and returned at central locations (that are not currently serviced by car rental agencies)

Available 24/7

Rentals billable by the hour or day

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The Volvo Car Share

A Car When You Need It.

Urban, young target market

Simple and quick reservations process

Consumers who are not in need of a full time car now have a sustainable solution

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Thank You