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CLEAN DRIVE How to Tap into the Green Market

CLEAN DRIVE How to Tap into the Green Market. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 02.08.2011. How to Tap Into the Green Market. Other commercial entities and how their marketing campaigns have changed!

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CLEAN DRIVE How to Tap into the Green Market

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  1. CLEAN DRIVE How to Tap into the Green Market Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 02.08.2011

  2. How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars(MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  3. Other Commercial Entities and How their Marketing has “Changed” Adds From 1984: http://www.youtube.com/watch?v=YfZkrULXcCs&feature=related Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  4. Other Commercial Entities and How they have “Changed” their Marketing Campaign Adds from 2011: Ford Fiesta - http://www.youtube.com/watch?v=HwtmfeyTNV4 Gillette - http://www.youtube.com/user/gillette?blend=21&ob=5 Marathon - http://www.youtube.com/watch?v=6e0Gsn4khss Bord na Mona - Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  5. Other Commercial Entities and their Effectiveness! “A humorous commercial from Snickers ranked #1 as the most effective ad for the first quarter of 2011 in a survey by Ace Metrix.  The study results came from a survey of 500 consumers that represent the television viewing audience. Humour is almost always popular in advertising, and the Snickers commercial created by BBDO is a perfect example of how even offbeat humour can drive positive results. The survey asked respondents to identify how much they liked the commercials presented as well as how much they want the product or service being advertised.” Source: www.corporate-eye.com , 2011 Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  6. How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars(MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  7. Customer Demand Related Sales – Tipperary 2011 87% are over 40 years old! In the >65s, 83% are male and only 50% have children!

  8. Customer Demand Related Sales – Tipperary 2011 1st Reason: Lower Running Costs 2nd Reason: Better Value for Money 3rd Reason: Better for the Environment

  9. How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars (MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  10. Economic Motivators to Sell Cars – MORI Stats

  11. Economic Motivators to Sell Cars – MORI Stats • EU-objective: 130 g/km in average until 2012-2015 • Weight related • €95 in penalty fee per sold car and gram CO2! • CO2=130 + a * (M-M0) • M = mass of vehicle in kg, M0= 1372 kg, and a=0.0457

  12. Economic Motivators to Sell Cars – MORI Stats • Example: Volkswagon • 2009: 152g/km @ 1410kg weight • 2015: 133g/km @ 1410kg weight • If BAU in 2015, €1805 fine for manufacturer per car!! Must Market Clean Cars! Cannot Rely on Government Subsidies!!

  13. Decrease of emissions – 2 ways Source: Transport & Environment 2010 Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 10.03.2011

  14. White paper 2011 • By 2050, key goals will include: • No more conventionally-fuelled cars in cities. • 40% use of sustainable low carbon fuels in aviation; at least 40% cut in shipping emissions. • A 50% shift of medium distance intercity passenger and freight journeys from road to rail and waterborne transport. • All of which will contribute to a 60% cut in transport emissions by the middle of the century.

  15. How to Tap Into the Green Market Other commercial entities and how their marketing campaigns have changed! Customer demand related sales (Examples of customers taken from additional Irish surveys) Economic Motivators to Sell Cars (MORI stats) Campaign development for clean vehicles Info material about efficient cars / alternative fuels (own brand and competitors) Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  16. Overview - the Action Model Step 1 Current situation Step 4 Monitoring Evaluation Step 2 Goals Training Step 3 Campaigns Networking Clean Drive is based upon a working model tested in a Swedish pilot project with good results. It is structured like a management system which aims to support car dealer business to increase their sale of cleaner vehicles. Contract: IEE/09/688/SI2.558236 Duration:17.04.2010 to 16.04.2013 Created: 16.04.2011

  17. Clean Drive Campaigns in Other Countries • Germany – • Setting up a Clean Drive Club • Sweden • Clean Vehicle Information Stand at Car Dealers • UK • Eco Driving Competition and Info Stand • Latvia • Clean Drive Conference, Car Leasing Company – Deals on Clean Vehicles • Slovenia • Clean Car and Clean Train

  18. Clean Drive Campaign Tipperary 2012 • Discussion and Ideas • Clean Vehicle Info Stand • Expand Clean Drive Club • Exhibitions • Clean Vehicle Rally? • Info Stands at Library e.g. Clonmel • Electric Vehicle Trails • Humour?

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