Vincent J.M. Bouyra STRATEGIC PLANNING HYUNDAI 2015 Target Personality Challenges.
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Transcript of Vincent J.M. Bouyra STRATEGIC PLANNING HYUNDAI 2015 Target Personality Challenges.
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.
Vincent J.M. Bouyra
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
STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET
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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
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SHE DEDICATES
TIME TO HER FAMILY
STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET
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SHE ATTENDS SEMINARS
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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
STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET
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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
STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET
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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
STRATEGIC PLANNING SCOPE OF WORK:Brand TARGET
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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
Vincent J.M. Bouyra
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.
Vincent J.M. Bouyra
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.
Vincent J.M. Bouyra
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
Vincent J.M. Bouyra
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.
Vincent J.M. Bouyra
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
Vincent J.M. Bouyra
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)