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Mitsubishi Motors Corporation

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

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  1. Mitsubishi Motors Corporation Kameron Williams, Karla Kunz & Regina Low

  2. 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

  3. 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

  4. 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

  5. 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

  6. CARS Eclipse Eclipse Spyder Lancer Lancer Evolution Diamante Galant SUVS Endeavor Montero Montero Sport Outlander Product Line

  7. WAKE UP AND DRIVE!

  8. 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”

  9. Starts at $18,200 2 door sports coupe Target: 18 to mid-twenties Male and female Single Middle-class Position displayed in commercial Eclipse

  10. 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

  11. Starting at $26,000 Full size SUV Target 25 to forties Young families Middle to upper-middle class Position displayed in commercial Endeavor

  12. Starting at $19,600 Mid-size SUV Target 25 and up Wide buyer market Lower-middle to middle class Position displayed in commercial Outlander

  13. 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!

  14. ARE YOU IN? www.mitsucars.com

  15. Deutsch Inc. Advertising Agency for Mitsubishi

  16. 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.

  17. 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.

  18. 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

  19. 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

  20. 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

  21. 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

  22. New York City, New York Chicago, Illinois Los Angles, California Toronto, Canada Miami, Florida Locations • • • • •

  23. 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.

  24. 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.

  25. Television Radio Print Banner Website Brochures Outdoor Direct Mail Advertising for Mitsubishi

  26. 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”

  27. 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.”

  28. 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

  29. 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

  30. 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

  31. Other Mitsubishi Campaigns • "Start the Commotion" Wiseguys • 2001 Eclipse • "Shaft" (Re-recorded) • 2001 Eclipse Spyder • "Days Go By" Dirty Vegas • 2003 Eclipse

  32. 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

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