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Mitsubishi Motors Corporation Kameron Williams, Karla Kunz & Regina Low MMC Mitsubishi Motors Corporation Japanese company with strong German-American Alliance Partner with Daimler-Chrysler Corporation Owns 37% Publicly Traded company based in Tokyo, Japan MMC (cont.)

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mitsubishi motors corporation

Mitsubishi Motors Corporation

Kameron Williams, Karla Kunz & Regina Low

slide2
MMC
  • Mitsubishi Motors Corporation
  • Japanese company with strong German-American Alliance
  • Partner with Daimler-Chrysler Corporation
    • Owns 37%
  • Publicly Traded company based in Tokyo, Japan
mmc cont
MMC (cont.)
  • 1917: Produced first automobile
  • 1970: Began selling automobiles in the US under the Chrysler brand
  • 1981: Created MMNA (Mitsubishi Motors North America)
    • Including United States, Puerto Rico, Caribbean
slide4
MMNA
  • Mitsubishi Motors North America
  • Fastest growing Japanese automaker in North America
  • 1988: Started building cars in America using Japanese parts
  • 2002: Expanded into Canada
  • 2003: Expanded into Mexico
manufacturing
Manufacturing
  • Most cars manufactured in Japan and exported to America
  • 2 units of automobiles assembled in Normal, Illinois with parts from Japan
    • Eclipse
    • Galant
  • Reasons:
    • Most popular cars in the North America
    • Easier to meet the American Standards
product line
CARS

Eclipse

Eclipse Spyder

Lancer

Lancer Evolution

Diamante

Galant

SUVS

Endeavor

Montero

Montero Sport

Outlander

Product Line
wake up and drive8
Most recent campaign

Automobiles included:

Eclipse

Lancer

Endeavor

Outlander

Talk about the car and watch the commercial for it.

Look for campaign slogan

Who is driving the car

Age

Gender

Dress

Driving conditions

Day or night

“Wake up and Drive”
eclipse
Starts at $18,200

2 door sports coupe

Target:

18 to mid-twenties

Male and female

Single

Middle-class

Position displayed in commercial

Eclipse
lancer
Starting at $14,000

4 door sedan

Target:

18 to mid-thirties

Male and female

Single or married

Lower to middle class

Position displayed in commercial

Lancer
endeavor
Starting at $26,000

Full size SUV

Target

25 to forties

Young families

Middle to upper-middle class

Position displayed in commercial

Endeavor
outlander
Starting at $19,600

Mid-size SUV

Target

25 and up

Wide buyer market

Lower-middle to middle class

Position displayed in commercial

Outlander
statistics
Statistics
  • Mitsubishi has the second youngest demographic of all foreign automakers in the United States.
  • They are second to Volkswagen.
    • Average age of a Volkswagen owner is 37!
    • Average age of a Mitsubishi owner is 38!
are you in

ARE YOU IN?

www.mitsucars.com

deutsch inc

Deutsch Inc.

Advertising Agency for Mitsubishi

highlights
Highlights
  • Started out as David Deutsch Associates, Inc. in 1969 in New York City.
  • Started as a creative boutique. Now they are a full service agency.
  • In 1984 Donny Deutsch became the CEO and changed the name to Deutsch Inc.
  • In the 1990’s they developed a reputation for having smart, effective, bold and creative work.
highlights21
Highlights
  • In 1995 Deutsch LA opened.
  • It had a reputation as one of the strongest creative agencies on the West Coast.
  • Grew from 8 people to 300 people in the first 4 years!
  • In November of 2000, Deutsch Inc. was acquired by the Interpublic Group of Companies (IPG), a publicly traded company on the New York Stock Exchange.
timeline
Timeline
  • 1969: Founded by David; known for tasteful, well-crafted print work
    • Clients included: Oneida Silversmiths, Gulf Air and Damon Sportswear
  • 1980: Donny joins
    • Total Billings: $12 million
  • 1984: First T.V. ads done for Tri-State Pontiac Dealers Association; Donny named president and CEO and renames company
  • 1989: IKEA added
    • Total Billings: $70 million
  • 1990: David retires
timeline23
Timeline
  • 1992: Donny works as a consultant for the Clinton-Gore campaign
    • Total Billings: $135 million
  • 1993: Lenscrafters added
    • Total Billings: $180 million
  • 1995: Deutsch LA is opened
    • Total Billings: $330 million
  • 1996: directDeutsch launched
    • Total Billings: $379 million
  • 1997: iDeutsch launched
    • Named: Adweek Eastern Agency of the Year
    • Total Billings: $500 million
timeline24
Timeline
  • 1998: Won Mitsubishi campaign- worth was $250 million consolidated
    • Named: Adweek National Agency of the Year
    • Named: Advertising Age National Agency of the Year
    • Total Billings: $800 million
  • 1999: Began PR/Promotions; First integrated pharmaceutical business from Pfizer
    • Named: Adweek National Agency of the Year
    • Total Billings: $1.2 billion
  • 2000: Became part of IPG Network
    • Deutsch LA named: Adweek Western Agency of the Year
    • Total Billings: $1.5 billion
timeline25
Timeline
  • 2001: Nearly Tripled revenue in three years!
    • Named: Adweek National Agency of the Year
    • Total Billings: $2 billion
  • 2002: Opens up offices in Toronto, Canada and Miami, Florida
    • Named: Advertising Age National Agency of the Year
    • Named: Adweek National Agency of the Year
    • iDeutsch named: Adweek Interactive Agency of the Year
    • Total Billings: $2.4 billion
locations
New York City, New York

Chicago, Illinois

Los Angles, California

Toronto, Canada

Miami, Florida

Locations

more deutsch inc s advertising campaigns
Almay*

Bank of America *

Coors Light

Directv

Expedia.com

J.D. Edwards

Lenscrafters*

MCI *

Mitchum*

Mitsubishi Motors of North America

Monster*

More Deutsch Inc.’s Advertising Campaigns:

* Indicates client in New York. All others clients in LA.

more deutsch inc s advertising campaigns28
Novartis Lamisil*

Novartis Zelnorm*

Real California Cheese

Revlon*

Snapple*

Starwood Hotels and Resorts*

Tommy Hilfiger*

More Deutsch Inc.’s Advertising Campaigns:

* Indicates client in New York. All others clients in LA.

advertising for mitsubishi
Television

Radio

Print

Banner

Website

Brochures

Outdoor

Direct Mail

Advertising for Mitsubishi
mitsubishi campaign
Mitsubishi Campaign
  • In the 90’s Mitsubishi recognized a problem:
    • How could they establishing a clear image with their potential American customers?
  • Wanted to create an offbeat, hard to forget TV ads.
    • “Little Pieces of Entertainment”
  • In 1998 a concept was developed:
    • Show what young people like to do in their cars: sing along with the radio.
  • Deutsch preferred to feature unusual music.
    • Example: “Start the Commotion”
impact
Impact
  • BIG car buying response to their ads.
    • Sales 1997: 200,000 units
    • Sales 2001: 322,393 units
    • Goal is to hit 500,000 in the next 5-10 years
  • High Brand Awareness was created in young customers.
    • Increased 39% in 3 years
  • Deutsch LA won 8 awards for television, radio, and print ads for “Start the Commotion.”
other mitsubishi campaigns
Other Mitsubishi Campaigns
  • "Ready to Go" Republica
    • 1999 Galant Launch
  • "Lust for Life" Iggy Pop
    • 1999 Galant Launch
  • "Spybreak!" Propellerheads
    • 2000 Galant
  • "Ooh La La" (Re-recorded)
    • 2001 Galant
other mitsubishi campaigns33
Other Mitsubishi Campaigns
  • "Crazy Train" Ozzy Osborne
    • 1999 Montero Sport
  • "Superfly" Curtis Mayfield
    • 2001 Montero Sport
  • "Get What You Give" New Radicals
    • 2001 Montero
  • "20th Century Boy" T-Rex
    • 2001 Montero Sport
other mitsubishi campaigns34
Other Mitsubishi Campaigns
  • "Pick Up the Pieces" Average White Band
    • 2000 Eclipse
  • "In the Meantime" Spacehog
    • 2000 Eclipse
  • "Ladyshave" Gus Gus
    • 2001 Eclipse
  • "I See You Baby" Groove Armada
    • 2001 Eclipse Spyder
other mitsubishi campaigns35
Other Mitsubishi Campaigns
  • "Start the Commotion" Wiseguys
    • 2001 Eclipse
  • "Shaft" (Re-recorded)
    • 2001 Eclipse Spyder
  • "Days Go By" Dirty Vegas
    • 2003 Eclipse
other mitsubishi campaigns36
Other Mitsubishi Campaigns
  • "One Week" Barenaked Ladies
    • 2002 Lancer
  • “Breathe” Telepopmusik
    • 2003 Outlander
  • “Low Fashion Lovers” The Clone Defects
    • 2003 Lancer Evolution

www.deutschinc.com