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NEW DOBLO LAUNCH POSITIONING & STRATEGY

Launching the New Doblo minivan targeting Combi lovers and large families with a focus on comfort, safety, and design. The campaign includes a comprehensive communication strategy to reach maximum consumers and create a buzz through various channels. To increase brand perception and Fiat market share. Results include successful consumer launch events, press coverage, viral campaigns, and a strong online presence.

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NEW DOBLO LAUNCH POSITIONING & STRATEGY

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  1. NEW DOBLO LAUNCHPOSITIONING & STRATEGY

  2. Minivan (1B) Customer Segmentation

  3. New Doblo Target Segment Fiat Share %48 %30 EMOTIONAL COMMERCEMAN FAMILY PROVIDERS COMBI LOVERS CALCULATED COMMERCEMEN %31 %17

  4. New Doblo Target Customer Segment – Combi Lovers Large Families Strong Famiy Ties Attractive Design %14 Ladies Lise ve üniversite mezunu Want Comfort & Safety Frequent Use the vehicle with family Weekend trips with family Go shoppping with the vehicle

  5. What we want them to say: I can travel comfortably It is so spacious inside that all my family have enough space It looks so good I can show off to my neighbours...

  6. New Doblo. Most comfortable “Combi-Van” for Large Families. Communication Message BI-LINK INDIPENDENT REAR SUSPENSION SPACIOUS INTERIOR AUTOMATIC CLIMATE CONTRO ELECTRIC REAR WINDIWS

  7. NEW DOBLO CONSUMER LAUNCH

  8. Consumer Launch 13-19 February Target: • To reach maximum amount of people and to announce them the arrival of new Doblo. • To organize a consumer launch in all the 74 dealers at the same time. • To increase the WOM effect by creating a viral campaign that build buzz. • To influence the press for a big PR effect and get coverage.

  9. Consumer Launch – Teaser Campaign 13-19 February “Turkey wonders what’s in the box in Taksim square” “The mysterious box is openning tomorrow night” Print / Outdoor Print

  10. Consumer Launch – Teaser Campaign 13-19 February • 15- 18 Şubat – Usage of pre-news advertising space in 4 main TV channels. (Advertorial) • 17-18 Şubat - TV (special advertising space usage) ALTBANT • 15 -19 Şubat – 2 DJ Talk (2 most popular radio channel) DJ TALK SHOW TV STAR TV ATV KANAL D

  11. The Launch Ceremony in Taksim Square 19 Şubat

  12. Welcoming the New Doblo 20-21-22 Şubat “Welcome New Doblo” Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa

  13. Consumer Launch– Press Coveredge Results: • Press Coveredge Ad Equivalance: • Press: 71,970 TL • TV & Radio: 66,290 TL • Total: 138,260 TL The Newsletters: Hürriyet, Milliyet, Zaman, Sabah, Posta, Bugün, HT İstanbul, Auto Show Kanal D News

  14. Consumer Launch - Results Results • Taksim Square Ceremony: • Standing: 2.500 visitors • Mobile: 7500 – 8000 visitors

  15. Consumer Launch - Results Results: • Web Site: • Visitors: 24,658 • Active Visitors: 5,886 (make a guess) • Total Guess: 44,578 The question of the campaign was: Guess, what’s there in the box at Taksim square?

  16. Consumer Launch - Results Results: • Dealer Showrooms: • Visitors: 6,210 • Customer Orders: 93

  17. Consumer Launch - Results Google Search Results: ( Compared with the competitors)

  18. NEW DOBLO LAUNCH CAMPAIGN

  19. New Doblo Launch Campaign 22 February – 31 March TV Print Radio Outdoor Internet Cinema Magazine Radyo3 TVC Radyo1 Radyo2

  20. New Doblo Launch Campaign Print:

  21. New Doblo Launch Campaign Print:

  22. New Doblo Launch Campaign Outdoor:

  23. Prompted Advertisement Awareness Fiat “Geniş Ailelerin Tercihi” Overall Aylık Pazarlama Toplantısı

  24. %48 Aylık Pazarlama Toplantısı

  25. Brand Perception Fiat “Geniş Ailelerin Tercihi” Pre Launch Period: 31.12.2009 - 25.02.2010 Post Launch Period : 04.03.2010 – 08.04.2010 Except “Suitable price” and “Manufacturing cars that cause less expenditure and economic” image attributes, the brand perception values are significantly higher for the “Post Launch Period” when it is compared to “Pre Launch Period”. Aylık Pazarlama Toplantısı

  26. Google also confirms that... Aylık Pazarlama Toplantısı

  27. Fiatdoblo.com.tr

  28. Fiatdoblo.com.tr • Pre- launch: • Teaser • Pre- sales / CRM customer form • Launch: • The model info • Usage of social media to announce the site • Banner usage • After Launch: • Detailed model info • Supporting web campaigns

  29. Internet: doblo.com.tr

  30. Doblo POP Materials

  31. Doblo POP Materials Doblo Cargo DM Kit Doblo Catalogue Doblo Combi DM Kit Doblo Cargo Catalogue

  32. Doblo Promotional Materials

  33. Doblo – Open Doors 27-28 February 6-7 March Invitation – E-mailing Invitation

  34. New Doblo Roadshow with Nihat Sırdar • Under the sponsorship of New Doblo Nihat Sırdar made stand-up shows in all around Turkey. (23 cities/28 shows) • The new Doblo was presented to the visitors. (Car Display/Branding/Films) • The invitations of the show was distributed from showrooms of the dealers. • The announcement of the show was done on radio and press.

  35. New Doblo Roadshow with Nihat Sırdar

  36. Direct Marketing Activities: Car Displays & Test Drive • Haramidere Carrefour • Kaya Outlet • Bayrampaşa Forum • Ümraniye Carrefour • Maltepe Carrefour • Optimum Outlet • Viaport AVM • Çengelköy Maxicity Avg. Test Drive: 60 people/day

  37. Direct Marketing Activities: Guerilla to Competitors • Daily (10:00 – 17:00) 1.600 business card/sticker • - Güngören • - Merter • - Topkapı • - Mecidiyeköy • - Fulya • - .....

  38. Direct Marketing Activities: «Esnaf» Guerilla Uğur Kıraathanesi

  39. Direct Marketing Activities: «Esnaf» Guerilla Yonca Ev Yemekleri Kardeşler Pide ve Börek Salonu

  40. Direct Marketing Activities: «Esnaf» Guerilla Kastamonu Yardımlaşma Derneği (Kıraathane)

  41. Direct Marketing Activities: Printed Materials Amerikan Servis Poster 1 – Doblo İlanı Poster 2 – Çaylar Doblodan Not Defteri Post-it görünümlü cam sticker’ı Business Card

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