Digital & Media Enviorment Assignment .ppt

Digital media environment

1. Honshu Lectrum
Presented By:
Adil Raza Shaikh
Nazia Hussain
Mohammad Irfan
Mohammad Thaufeeq
Wun Yung Lee
Salih Mansi

2. This presentation is devised to support marketing
communications campaign for the launch of Honshu
Lectrum.
Launch Feb 2010
Awareness Budget Allocated = 2 Million
Direct Response = To be decided

3. 25% more expensive than a petrol or a diesel car.
Car market is very fragile and is only just beginning to
grow back.
Little Awareness About the brand.
Charging Facilities.

4. Honshu Lectrum is first lithium powered car.
Parallel durability, range & performance to petrol or diesel
car.
Environmentally friendly.
Rising Oil Prices are making people look for alternative
Less Road Tax.

5. To Create Awareness
To create a reputable brand image
Get 10000 Test Drives in the first 6 Months .
Get 15000 Test Drive in the next 6 Months.
Achieve more than 25000 test drives in the year

6. The market is going to be segmented on the basis of the different cars that
are going to be marketed.

Honsha Electra (£24,517)
Aimed At Executives

Lectrum City Hatchback (£19,116)
Aimed at Young Professionals

Lectrum supermini (£13,022)
Aimed at Women and Youngsters

Compact Five door Lectrum Space (£23,445)
Aimed at families with young children.

7. Another focus when considering segmentation: “the Green
market”.
People who are concerned about environment likely to show
interest in the new lithium powered cars.

8. Based on the segmentation variables chosen, the target market most
suited for Honshu Lectrum will be :
Demographically:
◦Both Male and Females
◦Age range = 25-55
◦The Up- market/ higher social class (high income)
◦However the super mini may also attract middle class due to its
price.

9. Our Campaign will run for a year( JAN 2010-DEC 2010)
Divided into 4 Quarters
The First 2 Quarters we will run a very aggressive awareness
campaign.
In the Middle of 2
nd
Quarter we will mix our direct response
campaign with Awareness Campaign.
In the 3
rd
and 4
th
quarter we will focus all our attention to direct
response campaign.

11. WEB (Direct Response - All Four Quarters)
Magazines(Awareness - All Four Quarters)
Billboards (Awareness- All Four Quarters)
TV (Awareness first 2 Quarters)
TV (Direct Response Middle of 2
nd
-end of 4
th
Quarter)
Newspapers (Awareness First 2 Quarters)
Newspapers (Direct Response Middle of 2
nd
-end of 4
th
Quarter)
Direct Mail (Direct Response Targeted at Existing Customers Whole Year)

13. TV - Magazine - Newspapers - Bill Boards
All Adverts will be produced on high quality.
TV and billboards Adverts will go beyond our target market.
Newspapers and magazine Adverts will be much more
targeted.

14. TV Adverts will be played in the first 2 quarters on the
Following Channels
ITV (Huge Amount of Viewer Ship)
Channel 4 (Caters to Upmarket)
Channel 5 (Caters to Upmarket)

15. Full Page and Half Page Adverts will be run in the first 2
quarters of the year in the following Newspapers
Times (Large Circulation and Caters to Upmarket)
Guardian (Caters to Upmarket)
Independent (Caters to Upmarket)

16. An Yearly Contract will be done with the following
Magazines
TV Times (Huge amount of circulation)
Top Gear (Popular Car Magazine)

17. Billboards will be placed in cities where our dealers located.
These Locations will be targeted in those cities
◦City Centres
◦Traffic Signal with Most Traffic

18. TV - Press - Web - Direct mail
TV Adverts will be shown with reference to our Target audience.
Press Adverts will also be advertised in papers catering to our
target Audience
High Quality Website and Banner Adverts will be used on the web.
Direct Mail will be used to Communicate with our Existing
Customers (2006-2007)
Promotion (3 Honshu Lectrum Super Mini)

19. TV Adverts for direct response will start in the middle of 2
nd

quarter.
ITV (On Programs Catering our Target Market)
Channel 4 (On Programs Catering our Target Market)
Channel 5 (On Programs Catering our Target Market)

20. Half Page Adverts will be run in the following
Newspapers
Times (Large Circulation and Caters to Upmarket)
Guardian (Caters to Upmarket)
Independent (Caters to Upmarket)

21. Pay per click adverts will be placed on multiple
websites which will include the following
◦Facebook (Popular Social Media)
◦MSN (Popular Entertainment Website)
◦Youtube
◦My Space (Popular Social Media)
◦Guardian (Online News)
◦Google Add words(Search Engine)

22. Direct Mail will be used to contact Existing Customers.
Customers who bought Cars in 2006-2007 will be contacted
through direct mail with high quality brochures about the new
cars.

23. 3 Honshu Lectrum Super Mini can be won by Lucky draw by
People who turn for a test drive.
Lucky Draws will be done at the start of 3
rd
quarter, in the end
of 3
rd
quarter and in the end of 4
th
quarter.

24. TOTAL COST OF Awareness Campaign
TV = £1,328,500
News Papers = £4,26,640
Magazines = £1,20,000
Billboards = £1,03,200
Total Cost = £1,978,340
1 Million 9 Hundred 78 Thousand 3 Hundred and 40

25. Total Cost Of Direct Response
Web Campaign Cost =£1,25,000
Direct Mail =£ 13,550
Email List =£1,800
TV Campaign =£1,278,500
Inbound Call centre Calls (60,000)=£3,00,000
Newspaper Campaign =£3,96,880
Promotion =£39,066
Total =£2,154,796
2 million 1 hundred 54 Thousand 7 hundred and 96

26. Mix of all media vehicles will be used.
Campaign will be run through out the year.
Mix of awareness and direct response campaign will be used.
Total cost on Awareness Campaign is £1,978,340
Total cost on Direct Response Campaign is £ 2,154,796
Hence total cost of Campaign will be £4,133,136