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TRENDING TOWARDS EFFICIENCY?

TRENDING TOWARDS EFFICIENCY?. Presented By: Michael Berry & Adem Zaid 7/03/12 – BA 516: Marketing and Management. A look at the demographic/marketing/advertising trends of a storied American pastime. CONTEXT: TRENDS IN CAR MANUFACUTRING/ PURCHASING. ____________________________.

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TRENDING TOWARDS EFFICIENCY?

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  1. TRENDING TOWARDS EFFICIENCY? Presented By: Michael Berry & AdemZaid7/03/12 – BA 516: Marketing and Management A look at the demographic/marketing/advertising trends of a storied American pastime

  2. CONTEXT: TRENDS IN CAR MANUFACUTRING/ PURCHASING ____________________________ • Car sales have actually outnumbered truck, crossover and SUV sales • Struggling economy and hybrid

  3. CONTEXT: TRENDS IN CAR MANUFACUTRING/ PURCHASING • Alternative fuel vehicles are doing fine • Electric vehicles • Hybrid vehicles • Diesel vehicles

  4. Hybrid Vehicles ____________________________ • Hybrid vehicles sales have increased over the years • Sales = Function of Gas Price • 46% increase in sales in March 2011, compared to March 2010 • A record 52,000 gas-electric hybrids and all-electric cars in March 2012, up 34,000 March 2011.

  5. CONTEXT: TRENDS IN CAR MANUFACUTRING/ PURCHASING ____________________________ • Electric cars • 3.64 % of total U.S. sales compared to 3.56% in 2009 • Price is the most significant barrier • The rise in gas prices is being mirrored by the rise in electric vehicle sales • Diesel Cars • 2 % of all new sales are diesel • Diesel is expensive but more efficient

  6. RV INDUSTRY: PULSE ____________________________ • 8.3M Households (13%) • Players: Thor, Jayco, Coachman, Winnebago, Fleetwood, Forest River • EUROPEAN PARALLEL • SOURCE: RVIA & RVBusiness

  7. RV INDUSTRY: SALES TRENDS ____________________________ • Parallel Automobile Ind. • Fuel Prices • Consumer Demand • SOURCE: RVIA • Segment Trends: Smaller/Towable

  8. RV INDUSTRY: ADVERTISING ____________________________ http://www.youtube.com/watch?v=XT4cvhQVQ74 • SOURCE: RVIA

  9. RV INDUSTRY: WHO/ WHY? ____________________________ • KEY DEMOGRAPHIC • LATE 40s, MARRIED, COLLEGE, 62K, HOMEOWNER • 66% Caucasion,16% African American, 11% Hispanic, and 4% Asian American • LIFESTYLE- TRAVEL • Freedom, Flexibility, Family Appeal, Affordability, Outdoors, Versatility • Public/ Private Campgrounds & basic/resort facilities • RV Related Events: College/NFL Football, NASCAR, Weekend Getaways • “Overall, there is a strong and enduring appeal to the RV lifestyle that is as valid today as it was 20 years ago” http://www.youtube.com/watch?v=XT4cvhQVQ74 • SOURCE: RVIA

  10. RV INDUSTRY: MARKETING ____________________________ • ‘RV dealers can expect lifestyle marketing to Boomers to be a core value of their marketing campaign for some time to come’ • Women, Cultural Diversity, Singles, • Eco-Friendly • SOURCE: RVIA

  11. RV INDUSTRY: MARKETING ____________________________ • Eco-Friendly? • SOURCES: VARIABLE

  12. DISCUSSION QUESTIONS ____________________________ • Will RV sales experience an uptick in lightweight models as we have seen with autos? • Is the RV Industry in step with anticipated demand/ Younger Generation? • Down Economy = Fewer sales… or more stay-cations? • Marketing to other key target audiences – say Asian-Pacific Islander/ Hispanic? • Do you think Americans will migrate towards the European trend?

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