Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Advertising Brief: Maserati GranCabrio
Maserati GranCabrio Price: $338,000 Engine 4.7L V8 Maximum power 440 HP Top speed 283 km/h Acceleration 0-100 km/h 5,3 sec
Background
Maserati commenced car-making in Bologna, Italy, in 1926, when three of the Maserati brothers left Grand Prix car manufacturer Diatto to found Maserati with their siblings, with the intention of designing and building racing cars to compete with Bugatti, Fiat, Alfa Romeo and Mercedes. The brands iconic trident insignia is based on the statue Fontana del Nettuno (Fountain of Neptune) in Bologna. Initially focussing its expertise solely on racing vehicles, Maserati had designed and produced small production runs of road vehicles for special order only, and did not initiate large-volume manufacturing of automobiles until the launch of the Maserati 3500 in 1957. Maserati has continued to maintain its link to high performance racing vehicles and events, with the cutting-edge technology employed in its luxury models emanating from successful R&D discoveries on the track. Though, since ownership passed from the Maserati family in 1937, the brand has been controlled by a succession of owners, keen to maintain Maseratis racing credibility, but not wanting a sales rival. After being maintained as the luxury division of Ferrari for several years, and then re-entering the US automobile market in 2002, Maserati made its first profit in 17 years in 2007, not long after the 2005 corporate restructure split the Maserati division from Ferrari and merged it with Alfa Romeo under the Fiat Auto banner of the Fiat Group. In its current incarnation, Maserati has been carving a niche for its luxury high performance vehicles with the introduction of the Quattroporte in 2004 and the Gran Turismo in 2008. Maseratis latest model, the GranCabrio, is a soft-top convertible adaptation of the Gran Turismo, and is also the first convertible ever manufactured by Maserati. Unlike most convertibles, the GranCabrio is designed to comfortably seat 4 adults. The GranCabrio, with its sleek curves, Poltrona Frau exclusive upholstering, and incredibly vast potential configuration of interior colours, materials, fittings, components and furnishings and exterior options available (as a standard, Maserati offers a possible nine million combinations of colour and trim, the GranCabrio adds to this six different hood colours, two new leather interiors and three new dashboard trims), all able to be viewed, mixed & matched, and saved for reference via Maseratis website, is anticipated to be popular with the expectations of female purchasers, who currently make up to 30% of new high performance vehicle purchases, and whom prefer to enter a dealership prearmed with as much knowledge and detail about a car and its potential as possible.
Marketing Objectives
Increase share of luxury high performance car category by 15%. Increase sales of GranCabrio by 15% during campaign period.
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Advertising Objectives
Increase brand recognition of model in target audience by 35%. Increase perception of GranCabrio by target audience as high performance luxury vehicle by 25%.
Target Audience
Females 30-40, independently wealthy high net worth individuals in Sydney, single and married (without children), seeking a luxury vehicle that matches their outgoing, expensive, social lifestyle, interest in fashion and style, reflects their confidence and self-assured personality, and is high-powered and forceful, just like their fast-pace life; in the $300k 400k price bracket.
Brand History & Positioning
Maserati has traditionally courted luxury seeking car racing enthusiasts, predominantly male, who were willing to pay a high price for an association with Maseratis niche motor racing cache. The GranCabrio is the latest incarnation of this high performance heritage, utilising cutting edge technology in all components and materials, from under the bonnet to the stitched leather, to create the most luxurious high-performance 2-door soft-top convertible able to comfortable seat 4 adults.
Competitors
Aston Martin DB9 Volante - $398,128 5.9 litre V12, 350kW / 600Nm, 6sp auto RWD 14.6L/100km, 368g/km 4 airbags, stability control Ferrari California - $459,650 4.3 litre V8, 338kW/485Nm, 7sp dual-clutch auto, RWD 13.1L/100km, 306g/km 4 airbags, stability control Jaguar XKR Convertible - $278,300 5.0 litre V8, 375kW?625Nm, 6-sp auto, RWD 12.3L/100km, 292g/km 6 airbags, stability control
Competitors Advertising
Social Media (Facebook), Youtube viral, Print advertising (newspapers / magazines).
Current Media Strategy Key Message / USP Tone / Manner
Print advertising, custom publishing (Trident Magazine). High performance luxury in an unsurpassed combination of colour and trim. Contemporary, colourful, sophisticated, fun.
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Mandatories
Maserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address
Budget Timing
$400,000 Jan March 2011
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
SWOT ANALYSIS Maserati GranCabrio
STRENGTHS
Strong positive brand awareness Unique online capabilities Highest quality components and fittings employed High performance racing pedigree reflected in car Exclusivity ensured by low production run Millions of potential style/colour/fit-out combinations make each car most likely unique Iconic engine sound highly sought-after by enthusiasts Maserati customers highly brand loyal
WEAKNESSES
No positive environmental attributes in car Brand has previously demonstrated poor capacity to advertise to females Dealerships also sell higher-margin Ferraris & have demonstrated little interest in selling Maseratis Maserati only achieved profitability in 3 of the last 20 years Conflicting pressure to grow and stay relevant and maintain profitability whilst remaining exclusive Ferrari dealership has had poor feedback on their mechanics ability to service the much rarer Maserati models Auto industry sensitive to fluctuations in oil price Future environmentally based legislative changes may have negative impact on cars (particularly high performance cars) As the niche luxury brand of a larger auto group, the future in not guaranteed & brand may at any time be absorbed, sold-off or discontinued, dependant on the vagaries of the parent company and the health of the auto industry
OPPORTUNITIES
New wealthy more comfortable with ostentatious displays of conspicuous consumption Prestige/luxury market less sensitive to economic fluctuations Prestige / luxury vehicles perceived as an investment
THREATS
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Media Brief
Maserati GranCabrio
Media Objectives The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the campaign promotion approach. Varying the media utilised and shaping the communication around the targets media and lifestyle habits, acting on the targets creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message in traditional media only, which may negatively impact the targets perception of the advertisements focus. Geographic areas to be covered The draw area is metropolitan Sydney. Target audience lives and conducts their life in the CBD, inner urban areas, eastern suburbs and the north shore areas of Sydney When do we talk to them It is a prestige exclusive luxury vehicle with a long purchase cycle of approximately 3 years. Currently 80% of Maserati purchases are from existing Maserati owners. The target audience predominantly conducts pre-purchase research online, so it is critical to reach the target audience during this phase. Creative requirements Colour is critically important to convey the benefit of Maseratis online car configurator, to drive traffic to the companys website, to adequately convey desire for the luxury car.
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Media Plan Budget January to March 2011 MASERATI GRANCABRIO
JAN 2-8 JAN 9-15 47,1 08 57,0 00 JAN 1622 JAN 2329 FEB 30-5 FEB 6-12 47,1 08 FEB 1319 FEB 2026 MAR 27-5 MAR 6-12 47,1 08 MAR 1319 MAR 2026 MAR 2731 TOTAL
Magazine BOSS (double page spread) - monthly Trident (gatefold) - quarterly Local Newspaper - Weekly
The Mosman Daily (Half Page Full Colour- 294mm x 130mm) North Shore Times (Half Page Full Colour- 294mm x 130mm) Wentworth Courier (Half Page Full Colour- 294mm x 130mm) Manly Daily (Half Page Full Colour- 294mm x 130mm) 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 2,40 7 4,20 6 4,30 9 3,95 5 $19,25 8 $33,65 0 $34,47 3 $31,64 3 $141,3 23 $57,00 0
Online [Link]/sydney Leaderboard (728x90pixels) - weekly [Link] Medium Rectangle (300x250pixels) - monthly TOTAL
2,03 5 2,03 5 2,03 5 $6,105 $398,4 53 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 6,25 0 $75,00 0
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
The Creative Brief
Client: Maserati Brand: Maserati GranCabrio Date: 29/09/2010 Account Director: Jaddan Bruhn Creative Team: Jaddan Bruhn
Role for Advertising Increase Maseratis share of the luxury high performance car category by 15%, whilst driving sales of GranCabrio by 15% during the campaign period. It is also anticipated that the campaign will achieve an increase in brand recognition of Maserati in the target audience by 35% and increase the perception of GranCabrio by target audience as a high performance luxury vehicle by 25%. Target Audience Demographics Females 30-40, educated, independently wealthy high net worth individuals in Sydney, single and married (without children), residing in inner urban and eastern suburbs of the city, and the North Shore. Psychographics Visible Achievement; wealth is expressed by obtaining the best and most exclusive, purchases reflect their own sense of style and project their personality. Time is split between conducting high maintenance life style (including time spent at different homes in different cities / countries, depending on business and lifestyle demands), vigorous social life is important, as is maintaining a focus on business interests / source of wealth, which defines how their peers perceive them. Being in control and visibly confident is important, with a highly competitive nature demonstrated through their continual drive for more. Behaviour and usage A Maserati owner most likely does not have a conventional daily agenda, but a timetable focused on their current project. Accustomed to only having the highest performance and most luxurious objects, a GranCabrio reflects their outgoing lifestyle and need to enjoy to the fullest what is around them. A Maserati would be chosen either based on previous individual or family ownership of an earlier model, with the expectation that it is the only luxury vehicle that matches their outgoing, expensive, social lifestyle, interest in fashion and style, reflects their confidence and selfassured personality, and is high-powered and forceful, just like their fast-pace life. Key consumer insight When I arrive in a Maserati my friends can hear me before they see me. The vast customisation options really make it feel like my car. Key Thought or USP High performance luxury in an unsurpassed combination of colour and trim. Support Accelerates from 0 to 100 km/h in just 5.3 seconds. Top speed is 283 km/h, 4.7L V8 engine with maximum power 440 HP. Tone and Manner - Contemporary, colourful, sophisticated, fun. Desired Mediums Print (magazine & Newspaper) & online Budget - $400,000 Timing - Jan March 2011 Mandatories
JADDAN BRUHN
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Auto Maserati GranCabrio BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan
Maserati logo, dealership contact details, GranCabrio model name, Maserati configurator web-address.
JADDAN BRUHN
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