1 / 18

Aygaz Euro LPG+ Campaign

Aygaz Euro LPG+ Campaign. Situation Analysis. The product was launched in 2009 Aygaz has the sectoral leadership in auto gas. (18,5% market share) Main strategy of Aygaz = (1) distinguish itself from competitors by features of its products, (2) provide high quality products.

cardea
Download Presentation

Aygaz Euro LPG+ Campaign

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Aygaz Euro LPG+ Campaign

  2. Situation Analysis • The product was launched in 2009 • Aygaz has the sectoral leadership in auto gas. (18,5% market share) • Main strategy of Aygaz = (1) distinguish itself from competitors by features of its products, (2) provide high quality products

  3. Situation Analysis • “Blended autogas” / “katkılı otogaz” was first introduced to the market by Aygaz. • Benefits of the product? (1) cleansing effect in the engine, (2) fuel saving, (3) increase in the engine performance, (4) decrease in emission of harmful gasses. • Consumers liked the product & market share was increased rapidly.

  4. Situation Analysis • Rumor in the market • Fuel-to-gas convertors said that “blended autogas” harms the vehicle in the long run. • A set back in consumers’ minds = The “harm rumor” spread among consumers through word-of-mouth

  5. Aim of the Campaign • Reverse the negativity around blended autogas • Increase lowering sales • Change the opinions of convertors and opinion leaders towards positivity • Change consumers’ opinion towards positivity and increase customer satisfaction

  6. Target Audience • A new slogan should be used in order to replace the negative opinion on “blended autogas” • Blended autogas Enhanced formula (geliştirilmiş formül) • Main target audience = C1 & C2 • B SES group must also be encouraged by the campaign; because target audience of autogas sector has been increasing in recent years.

  7. Creative Strategy - Interviews • Interviews consumers & converters • It was decided to change the message towards their insights • It was revealed that “enhancing the formula” would regain their positive attitude towards the product and retry it.

  8. Creative Strategy – Focus Groups • Consumer complaints: • The performance of fuel is better than autogas • Thrusting force of the vehicle is not the same while using autogas • The campaign uses these insights while recounting the “enhanced formula”

  9. Creative Strategy • In order not to confuse consumers who are not aware of the rumors, the campaign focuses more on the engine performance and thrusting force, rather than cleansing effect of the product.

  10. Media Strategy TV • July 12 – September 12 • Frequency: 1+ 90.87% (4.652.972), 2+ 85.07% (4.355.759), 3+ 78.41% (4.015.020) • GRP: 1632

  11. Media Strategy Radio • Drive-time = automobile users • July 14 – July 29 • 29 national, 26 local channels • 2124 radio spots • %37,25 reach among target audience (1.315.000)

  12. Media Strategy Newspapers • Advertorials in publications followed by the target audience • July 13 – August 31 • 9 days, 19 ads

  13. Media Strategy Outdoor • July 21-27 – Bus stops – Istanbul/800, Ankara – 550 • July 20 – August 2 – Bus stops – Aegean region/1000 • Istanbul Büyükçekmece – 118 city light posters

  14. Evaluation • Sales better than the initial launch • Consumers’ trust regained • 0.8% increase in the market share

  15. Evaluation Tendency of recommending the product among convertors • Before launch: 38% • In August (during the campaign): 43% • In November (after the campaign): 58% Increase in customer satisfaction • Before: 73% • After: 77%

  16. Evaluation Results of post-tests • Recalling the ad: 87% • Appreciation: 91% • Associating the ad with Aygaz: 90% • Persuading non-Aygaz consumers to try the product: 50% Top-of-mind features: • Aygaz Euro LPG + contributes to the speed of the vehicle • It is as powerful as fuel • Enhanced formula

  17. Budget • A media expenditure between 2-5 million dollars!

More Related