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Digital area. MMF area. Marketing. ATL area. Research area. BTL area. Digital area. MMF area. Marketing. ATL area. Research area. BTL area. Credit 0,9%. Terms of the program

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slide1

Digital

area

MMF area

Marketing

ATL area

Research

area

BTL area

slide2

Digital

area

MMF area

Marketing

ATL area

Research

area

BTL area

slide3

Credit 0,9%

  • Terms of the program
  • cars participating in the program – new MitsubishiOutlander, ASX, Pajero, Pajero Sport, Lancer and L200
  • down payment – 40%
  • loan period - 12 months
  • interest rate – 0,9%
  • Partners: Raiffeisenbank, Unicredit Bank, Rusfinancebank, Sberbank, Credit Europa Bank
  • Activity
  • promo page launch - July 1st
slide4

Credit 0% for ASX and Lancer

  • Terms of the program
  • cars participating in the program –MitsubishiASX and MitsubishiLancer*
  • maximum coast of the car – 750 000 RUB
  • down payment – 40%
  • loan period - 12 months
  • interest rate – 0%
  • Partners: Raiffeisenbank, Unicredit Bank, Sberbank
  • Activity
  • promo page launch - August 28th
  • *Mitsubishi ASX 1,6 color whiteW37 (Inform MT 2WD); Mitsubishi Lancer Х 1,6 color whiteW37 (Inform MT, Invite MT/AT, Invite+ МТ/AT)
slide5

Refinancing program

  • Refinancing program
  • Refinance auto credit - the ability to buy a new Mitsubishi car by loan, passing credit car customer in Trade-In service as a down payment. Credit is given for the purchase of a new car and Mitsubishi to pay off the existing car loan.
  • Partner: Unicredit bank
  • Activity
  • promo page launch - August 8th
slide6

Mitsubishi Assistance Package

  • MAP terms (revised)
  • validity – 1 year
  • territory covered – Russia and Europe
  • Partner: Insure company “Mondial”
  • Activity
  • POSM
  • POSM: leaflets for price holder, mirror hanger
  • provided for the dealership on STATUS - August 7th
  • Web-site www.mitsubishi-motors.ru
  • Revised promo page launch - august 9th

leaflets for price holder

Web-site

marrow hanger

slide7

The credit application

  • The credit application
  • The credit application allows to create a unified credit leaflet with update info for the particular car in any DC across Russia.
  • Partners : Raiffeisenbank, Aliko
  • Activity
  • application launch - July 22nd
slide8

Digital

area

MMF area

Marketing

ATL area

Research

area

BTL area

slide10

MIAS-14

The most significant automotive event of Russia

(Moscow International Automobile Salon 2014)

Period: August, 27th – September, 07th 2014

Place: Crocus Expo

Booth placement: Hall 13

Boothsize: 1360 m2

Agreement with CROCUS for MIAS-14 participation was concluded.

Mitsubishi booth placement (the same as in 2012) and size were selected in the most popular Hall.

slide11

“Vezdehod2014”

The 2ndInternational specialized exhibition for SUV and off-road transport.0

  • Period: February, 20-23th2014

Place: Crocus Expo

Booth placement: Hall 5

Boothsize: 200-250m2

Participation benefits:

  • At the same time and hall with Fishing and Hunting
  • Price offer (-50%)
  • Brand participants: Land Rover, GAZ, Ford, Great wall, Hyundai, Renault, Toyota, Lexus
slide13

Social responsibility “Save Baikal”

  • Project goals:
  • to clean the Baikal Lake shore from the garbage heaps
  • to create a long-term system of preserving the shore cleanness
  • to develop volunteer initiatives and civilized treatment of nature

Period: July,15th - September, 15th2013

Participants: over 100 international volunteers of “Save Baikal. Let`s do it!” ecological organization

Geography: 30 km of popular resort Baikal Lake coast

  • Pre-result: more than 1 ton of garbage were collected, removal and recycled.

Save Baikal

slide14

L200 September plan

  • September 7, 2013 - Federal action of garbage collection, "Do It!“

Geography: Republic of Buryatia, Selenga

  • September 14, 2013 Federal action of garbage collection, "Do It!"

Geography: Irkutsk region, Olkhon Island

slide15

Social responsibility

The 2nd Charity (children) project

Charity program to provide necessary school kits for TUCHKOVSKIY orphan asylum children.

1. Period: August, 9-20th 2013

Essence: collecting school supplies needed

At the end of August all collected things and funds will be taken to the Tuchkovskiyorphan asylum.

2.Period: August, 23rd 2013

Essence: All collected items and money were taken to Tuchkovskiy orphan asylum.

slide16

Digital

area

MMF area

ATL area

Marketing

Research

area

BTL area

traffic count in dc
Traffic count in DC
  • Traffic count project allows us to get the correct dealership’s traffic data.
  • Methodology:
  • Special equipment installations in dealerships
  • Effective traffic indices (implemented in St. Petersburg)
  • Pilot project:
  • 7 equipment packages free of charge for Moscow and St. Petersburg DC
  • Period: April- August 2013
  • Geography: Moscow, St. Petersburg
  • Results:
traffic in galant avto galant avto viborgskiy
Traffic in «GalantAvtoGalantAvtoViborgskiy»

2

5

7

4

4

6

2

4

4

4

3

9

0

2

Visitors per month (July): 405

Visitors per month (August, 5 days): 65

Visitors per month (July): 33 714

Visitors per month (August, 5 days): 6 739

Contracts per month (July): 120

Contracts per month (August, 5 days): 18

raffic in rolf rolf vitebskiy
Тraffic in «ROLF ROLFVitebskiy»

11

8

12

8

6

0

2

7

13

4

7

13

8

Visitors per month (July): 327

Visitors per month (August, 5 days): 50

Visitors per month (July): 47 326

Visitors per month (August, 5 days): 11 440

Contracts per month (July): 232

Contracts per month (August, 5 days):31

slide21
MMF
  • Analysis of financial products of credit market vehicles.
  • Methodology:
  • Online survey
  • Research sample:
  • 1200 interviews
  • Foreign cars owners (600) and potential buyers (600)
  • 25-55 years old
  • Skew to men 75%
  • Fieldwork: May – August 2013
  • Geography: Russia (6 federal districts)
  • Results:
  • Usability: important parameters for the buyer are the percentage rate and monthly payment
  • 70% are ready to pay for credit protection. The main reasons of rejection are not insurance trustworthy and unwillingness to pay more for the credit, according to customers’ perception.
  • Among 4 advertising slogans: 7 years credit with minimum monthly payment, minus 1 % for loyal bank client, no KACKO necessary for vehicle in credit. Ability to pay in advance without penalties was chosen by the customers.
online services
Online services
  • Level of potential buyers interest in the online services such as:
  • Possibility of additional equipment purchase via the website
  • Up-to-date information about vehicles availability
  • Vehicle pre-order with possibility to prepay via website
  • Methodology: Online survey
  • Research sample:
  • 314 respondents
  • www.mitsubishi-motors.ru visitors
  • Fieldwork: June 2013
  • Geography: www.mitsubishi-motors.ru, all Russia
  • Results:
  • Online services are very attractive and convenient for the customers: 24/7, easy to compare with other competitors proposals, home usage
  • Although there are some barriers: personal relations with the sales managers are still very important in purchase process,customers are afraid to make a mistake ordering spare parts,simultaneous order for the same vehicles and inability to return money paying via Internet.
mitsubishi brand s associations
Mitsubishi brand’s associations
  • List of associations with the Mitsubishi brand.
  • Methodology: Online survey
  • Research sample:
  • 329 respondents
  • www.mitsubishi-motors.ruvisitors
  • Fieldwork:June 2013
  • Geography: www.mitsubishi-motors.ru, all Russia
  • Results:
  • Associations are mostly connected with reliability, high quality and Japan
  • Among other categories of products (except vehicles), Mitsubishi brand is associated with air conditioning, household appliances and electronics.
mitsubishi customers profile
Mitsubishi customers’ profile
  • We want to know the consumer better, understand the purchase process, customers insights.
  • Models: Mitsubishi ASX, Mitsubishi Outlander, Mitsubishi Pajero IV, Mitsubishi L200 , Mitsubishi Lancer X.
  • Methodology:
  • Individual in-home interviews (2-2,5 hour length)
  • Research sample:
  • Owners of a particular model Mitsubishi brand and competitors models (list of competitors models TBD)
  • Bought a new car 6 months - 2 years ago
  • Are the main driver of the car
  • Men and women (70-80% /20-30%)
  • Fieldwork: September 2013
  • Geography: Moscow and 2 other cities (for ex. Irkutsk, Volgograd)
slide27

Digital

area

MMF area

ATL area

Marketing

Research

area

BTL area

slide29

August mosaic campaign_Media

*Barnaul, Vladivostok, Volgograd, Voronezh, Yekaterinburg, Izhevsk, Irkutsk, Kazan, Kirov, Krasnodar, Krasnoyarsk, MineralniyeVody, Murmansk, NaberezhniyeChelny, Nizhnevartovsk, Nizhny Novgorod, Novosibirsk, Perm, Rostov-na-Donu, Samara, Saratov, Surgut, Tolyatti, Tula, Tyumen, Ufa, Khabarovsk, Chelyabinsk.

29

slide34

OOH Control project

  • Project mechanics:
  • Media agency upload “OOH sides address program” for each city on the STATUS
  • MMC Rus confirm addresses together with dealers
  • In a 3 day after OOH campaign started dealers uploads photos of each side on STATUS
  • Dealers report to MMC Rus if smt wrong with a side
  • As result MMC Ruswill get full photo report for each city
slide35

Digital

area

MMF area

Marketing

ATL area

Research

area

BTL area

cooperation with dealers
Cooperation with dealers
  • Premier league: the follow questions were discussed:
  • Mitsubishi-motors.ru out of date design, low visitors level
  • Dealers sites’ inability to change content

36

cooperation with dealers1
Cooperation with dealers

Cooperation with dealers

  • MMC Rus steps:
  • Meeting with ROLF Retail marketing
  • Online survey on mitsubishi-motors.ru

37

site visitors comparison
Site visitors comparison

Source: - international internet technology company (Headquarters - Reston, Virginia, USA)

Geography : Russian Federation

Time Period : March 2012 - June 2013

Measures : Total Unique Visitors (000)

website usability test
Website usability test
  • Customers’ perception of our website:
  • General perception (innovative, modern, old school, attractive)
  • Navigation (clear, easy to use, difficult)
  • Content structure
  • Methodology: Online survey
  • Research sample:
  • 907 respondents
  • www.mitsubishi-motors.ru visitors
  • Fieldwork: July 2013
  • Geography: www.mitsubishi-motors.ru, all Russia
  • Results:
  • The study has showed that the site is perceived in a positive way
  • The key minuses are: lack of credit calculator, low level of information in credit offers pages, no optimization for mobile devices.

Overall website perception

cooperation with dealers2
Cooperation with dealers

Next steps:

Website usability research

Update the Content Manager System manual for Dealers website

website usability research
Website usability research
  • We need to understand how the customers perceive our web site:
  • General perception (innovative/modern/old school/attractive)
  • Navigation (clear/easy to use/difficult)
  • Content structure
  • Methodology:
  • Online survey (TBD)
  • Research sample:
  • Foreign cars owners (60%) and potential buyers (40%) in the next 6 months
  • 25-55 years old
  • Skew to men 75%
  • Fieldwork: September 2013
  • Geography:
  • Russia
slide42

Digital Area

STATUS project is main communication tool between dialers and Distributors‘ Dealer marketing department. Also useful for Marketing and Sales departments.

  • launch July 31st
  • Result:
    • We can control dealers marketing budget
    • We can control dealer activities (e.g. dealer center décor, Outdoor adv., etc…)
    • We can see region/city/dealer market share, sales funnel, stock and others reports
    • We have the user-friendly archive (include marketing materials, brand book and training materials for sales and after sales )
    • Next steps:
      • OOH control module
      • Manual presentation update
research questions
Research questions

Online services:

  • How much are you interested in online service «possibility additional equipment purchase on the website»?
  • How much are you interested in online service «up to date information about vehicles available»?
  • How much are you interested in online service «vehicle pre-order with possibility to prepay via website»?

Mitsubishi brand’s associations:

  • Could you mention first associations with Mitsubishi brand?
  • Could you mention other associations with Mitsubishi brand, except vehicles?

Website usability test:

  • Please, evaluate your general www.mitsubishi-motors.ru website perception from 1 to 5, where 1- I didn’t like your website, 5 – I liked very much your website
online services results
Online services results
  • Respondents: 314
  • Possibility additional equipment purchase on the website:
  • It’s very interesting for me – 194
  • I’m not interested – 74
  • I’m interested, but … - 46
  • Up to date information about vehicles available:
  • It’s very interesting for me – 271
  • I’m not interested – 25
  • I’m interested, but … - 18
  • Vehicle pre-order with possibility to prepay via website:
  • It’s very interesting for me – 132
  • I’m not interested – 91
  • I’m interested, but … - 91