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Hey, What’s That Noise…

Hey, What’s That Noise…. Chrysler Group Unique Strategic Position. Position our brands, products and services with a focus on customer needs – “pull” based Deliver a portfolio of uniquely styled and positioned vehicles with a development system capable of delivering high quality at low cost

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Hey, What’s That Noise…

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  1. Hey, What’sThat Noise…

  2. Chrysler Group Unique Strategic Position • Position our brands, products and services with a focus on customer needs – “pull” based • Deliver a portfolio of uniquely styled and positioned vehicles with a development system capable of delivering high quality at low cost • Create an internal business system that will rapidly and efficiently respond to an increasingly fragmented and changing market • Communicate this unique position to customers where and when they want it

  3. Owner Communications Product Placement Telemarketing Sponsorship Dealer POS Newspaper Magazine Network Training Gaming Internet Events Cable TDM DAA PR          Awareness Awareness          Consideration Consideration    Intentions Intentions       Shopping Shopping   Purchase Purchase Media Mix

  4. Media Consumption Average person spends 11.7 hours with media iDMAa Journal, Spring 2004 “Middletown Media Studies

  5. Collaborative Alliance • Paramount • Tomb Raider • Sahara • Sirius Radio • Dealers • DAA Cable Buy • Yellow pages to online leads

  6. Product Integration – Jeep World of Adventure Sports • The only network TV series covering action and adventure sports around the world • 4 world record attempts in kayaking, off-shore power boating, around the world sailing, and big wave surfing • Partnerships supported with traditional media elements and authentic product integration featuring; • Title sponsor – Jeep • Presenting sponsor – Energizer • Supporting sponsor – Red Bull, AOL, Goodyear, Columbia & Garmin • The series to be expanded to 10 hours on NBC in 2005 new episodes beginning February 5 • Jeep benefits • A TV franchise that matches the brand • Leverage current Jeep outdoor event assets like Camp Jeep • Expanded partnership alliances • Working with Jeep business units around the world

  7. Interactive/Gaming • Internet and usability • Over 4 Million Gameplays, over 950,000 Registered to download or play advanced levels • 38% of registrants intend to purchase a Chrysler Group product • 31% are already owners • Half of all respondents said the brands’ involvement in gaming had a positive impact on their opinion of the brand

  8. Retail Version EA SPORTS 2005 NASCAR Chase for the Cup – #1 NASCAR video game franchise Opening Cinematic – Race Ryan Newman in Viper Dodge brand logos and content added to game Sponsorship of five online tournaments Interactive product immersion Xbox Demo Version EA SPORTS created Xbox demo Launched at NAIAS – to travel auto show circuit Charger NASCAR model incorporated with all ten Dodge NEXTEL cup drivers Choose from production model Charger and Viper, as well Race Ryan Newman in Viper in opening sequence Tracks include Talladega and Dodge Raceway Gaming • PC Version • Coming soon

  9. Auto Show –Camp Jeep New York

  10. Auto Show –Camp Jeep New York Results • 50% described Camp Jeep as “most wanted to see” or “one of top exhibits” • 53% know more about Jeep models • 50% plan to buy SUVs for next purchase • 47% more likely to consider Jeep brand • 70% spent more time at Camp Jeep than at other exhibits • More than 30% spent 30 minutes or more at Camp Jeep • 70% of dealers said that customers mentioned Camp Jeep New York • 30% of dealers indicate that consumers came in with the zone incentive • Increased average length of stay from 7 minutes to 22 minutes • Over 35,000 test drives • Over 300,000 walk thrus • Over 20 million TV impressions • Over 4 million Camp Jeep print impressions

  11. Auto Show –Taking it to Chicago

  12. Hey, What’sThat Noise… Julie Roehm Director, Marketing Communications

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