Hyundai Ioniq Media Plan

Serena Haubrich, Amelia Easterbrook, Kara Ojebuoboh

Brand Background
● Hyundai Motor Company is a division of Hyundai Kia
Automotive Group
● Hyundai Motor Company was established in 1967
● South Korea’s largest car manufacturer
● Sold 4.4 Million vehicles worldwide in 2012
● Started selling vehicles in North America in 1986
● Hyundai Assurance Program in 2009
Product Features
● Available in three version of electric and hybrid power
○ An all-electric plug-in
○ Plug-in hybrid
○ Hybrid power
● The base price is expected to start at less than $20,000
● Gearbox allows 96% more efficient transmission
● New and advanced technology
● Better rear-view visibility than the Prius
● Forward-collision warning with automatic emergency
background
Target ● Primary Audience
○ Young, 20-somethings
Audience ○ College Graduates
○ Very first new car
○ Looking for eco-conscious vehicle
● Secondary Audience
○ 30-40 year olds
○ Current owners of a competitive brand
○ “Conquest” target
○ Appreciate eco-friendly vehicles
Competitors
Brand Comparisons
● Chevrolet Spark
○ Has high U.S. retail sales and competitive pricing
● Toyota Prius
○ Known for being a hybrid vehicle with low gas mileage
● Honda Fit
○ Similar pricing to Hyundai IONIQ and is also an entry level vehicle that is ecologically friendly
● Nissan Leaf
○ Competitive brand and competitive price range to IONIQ
● Ford Focus
○ Leads the market in SOV and SOM
Share of Market
Car Car Retail Sales, US 2014 Share of Market (%)

Hyundai Elantra 108264 13.8

Chevrolet Spark 140808 17.9

Toyota Prius 99578 12.7

Honda Fit 51810 6.6

Nissan Leaf 93539 11.9

Ford Focus 292693 37.2

Category Total Sales 786,692

The Hyundai Elantra share of market is 13.8% which means that compared to others in the market
they are selling 13.8% of the cars sold.
Share of Market
● Ford Focus is selling the
majority of vehicles in this
market
● Hyundai is in third place for
selling most vehicles in this
market
● The Focus will be a major
source of competition
Share of Voice
Car Total Carline Spend Share of Voice (%)

Hyundai Elantra $67,845 13.10%

Chevrolet Spark $89,769 17.40%

Toyota Prius $103,557 20.10%

Honda Fit $19,618 38.00%

Nissan Leaf $24,909 4.80%

Ford Focus $210,257 40.80%

Category Total Spend $515,955 100%

The Hyundai Elantra share of voice is 13.10%, which means in comparison to other competitors we
are spending 13.10% of the total amount spent on advertising.
Share of Voice
● Ford Focus is spending the most in
this category
● Toyota Prius is spending the second
most
● Hyundai is fourth in spending for
this category
● Hyundai might consider spending
more to be competitive with Ford
and Toyota
SWOT Analysis
Strengths:
● Latest and advanced technology
● Customizable/available in three versions: hybrid,
plug-in hybrid, and electric to cater towards
customer preferences
● Environmentally-friendly
● 100,000 mile powertrain warranty
● Gearbox allows 96% more efficient transmission
Opportunities:
● Significantly lower base price than other
eco-friendly cars
● Offers alternatives to rising gas prices
Weaknesses:
● Lacks 0-30 mph “zip” of other cars
● Bland look that resembles a Prius
● Lower-quality materials
● Hyundai spends less on advertising than most
competitors
● Has a lower share of market than Ford and
Chevrolet
Threats:
● Relatively unestablished brand compared to competitors
● High number of environmentally-friendly car choices in
the market
● New Toyota Prius is being released soon
● Model resembles other vehicles in its class
● Ford Focus has a 37.2% Share of Market
● Ford, Toyota, and Chevrolet spend more money are
marketing and have a larger SOV
Hyundai Elantra Brand Development Index
● The strongest markets
are in Miami, Phoenix,
and Tampa
● The weakest markets are
in Orlando and Detroit
● Miami, Phoenix, and
Tampa would be good
places to test the IONIQ
because Hyundai has
high market share in
these locations.
Category Development Index
The highest CDI’s are in Miami,
San Francisco, and Washington
D.C. respectively. This means that
the category as a whole is strong
in these areas. The lowest CDI’s
are in Orlando, Detroit, and New
York.
Simmons Analysis - Hyundai Elantra
● 18-24, Asian, make $30,000-39,999 a year.
● Hobbies: education courses, go karting, painting, and going to the beach
● Preferred Magazines: Elle Decor, PC Magazine, Marie Claire, and other budget
travelling magazines.
● Websites: united.com, chowhound.com, bedbathandbeyond.com
Simmons Analysis - Honda Fit
● 25-34, white and make $40,000-49,999 a year.
● Hobbies: Playing musical instruments, playing bingo, going to bars/nightclubs,
and visiting state fairs
● Preferred Magazines: Runner’s World, GQ, Sky, and Men’s Fitness
● They visit websites such as rei.com, wellsfargo.com and ikea.com.
Simmons Analysis - Nissan Leaf
● 45-54 year old, white, females that have at least graduated college.
● Married and have a household income of $100,000 or more
● Main Forms of Media: Internet
● Spend some time outdoors and listening to the radio
● Prefered Magazines: Wired, Food & Wine, National Geographic, Texas Monthly,
and USA Weekend.
● Hobbies: Reading gaming magazines, education courses, visiting a zoo, going to
bars, nightclubs, and dancing, and gardening.
Simmons Analysis - Ford Focus
● 25-34 year old white, employed males that have some college education.
● Annual Income: $20,000-$29,000
● Hobbies: going to bars, nightclubs, and dancing, going go carting, playing a musical
instrument, visiting state fairs, and refinishing woodwork and furniture.
● They are medium users of the radio and television.
● Main Forms of Media: Internet, Outdoor
● Preferred Magazines: Rolling Stone, Men’s Fitness, GQ, and Entertainment Weekly
● Preferred Websites: hallmark.com, insurance.comparison.org, vevo.com,
justjared.buzznet.com, entretenimiento.univision.com, myspace.com,
americanexpress.com, and smokerssignup.com.
Simmons Analysis - Toyota Prius
● 55-64 years old, closely followed by 45-54 years, slightly male skewed
● Mostly Asian or White
● Completed grad school or college, are married, and homeowners
● Salary: $100,000+
● Preferred Media Outlets: Outdoor and Internet
● Preferred Magazines: The Economist, The Atlantic and The New Yorker
● Hobbies: educational activities, including education courses, visiting museums,
playing instruments, gardening, and bird watching
Simmons Analysis - Chevy Spark
● Employed, single, white, female homeowners
● Age: 45-54 who have completed high school or some college.
● Annual Income: $40,000-49,000 annually
● Main forms of Media: Outdoor, radio and television
● Hobbies are playing bingo, woodwork, educational courses, scrapbooking and
painting/drawing.
● Self, Fitness, All You, Food & Wine and Martha Stewart Living are their
magazine preferences, indicating an interest in food, homemaking and
health/fitness.
Objectives and Strategies
Media ● Who
○ 18-24 years old
Objectives ○ Male
○ College Graduates
○ Very first new car
○ Looking for eco-conscious vehicle
○ Asian
○ $30,000-$39,999
Where ●
●
Combination of national, regional, and local
Local
○ Miami and Tampa- have the highest BDI and
highest CDI’s
■ Greatest market for this brand and this type
of car
● National - To create national awareness and conquest
other competitor car buyers
● Regional
○ Greater Miami area
■ Hyundai is a very strong brand in this area
○ Northern California
■ This category is very strong in San Francisco
and would be a good place to conquest
consumers
When ● January and February
○ Launch; introductory period
○ Major promotional period
● March-May
○ Sustaining period
○ Low pulse
● June-August
○ High pulse of advertising due to seasonality
● September-October
○ Sustaining period
○ Low pulse
● November and December
○ High pulse of advertising due to holiday season
 ● Heavy outdoor users
What ● Do not use radio regularly
● Magazines
○ Elle Decor, PC Magazine, Arthur Frommers Budget
Travel, Petersons 4 -Wheel and Off-Road, Prevention and
Marie Claire
● Leisure
○ Education, go carting, card games, painting, drawing,
sculpting, playing a musical instrument and going to the
beach or lake
● PC Websites
○ Subway.com, chowhound.com, groups.google.com,
123greetings.com, my.msn.com, and buycheapr.com
● Mobile Websites
○ Mobileunited.com, bedbathandbeyond.com,
mcdonalds.com, bn.com, fingerhut.com, papajohns.com,
cbs.com
Budget
● Spend 30% on outdoor spending (Q1)
○ Our audience spends a lot of time outdoors and would be likely to be
exposed to Hyundai media
● Spend 10% on internet spending (Q5)
○ The internet will help generate awareness for the IONIQ and its
features
● Spend 20% on Print (Q5)
● Spend 40% on television media
○ Television media will reach many consumers who have previously
purchased the Honda Fit and the Ford Focus (Q4)
Communication Goal
● Reach Emphasized
○ Because the Ioniq is a new product for Hyundai we want to
emphasize reaching the target audience
○ Create awareness through promotion
○ Promote IONIQ features
● Create awareness and preference for IONIQ
○ Attract first new car buyers
● Generate excitement
○ For eco-friendly electric or hybrid economy car
Promotional Requirements
● Concentrate spending on outdoor media
○ Local billboards will direct drivers towards the nearest Hyundai dealership
○ Advertise in malls, bus stops, and charging stations
○ Help with sustaining the launch activity
● Internet media
○ Use various social media platforms to generate awareness and direct potential customers to the
Hyundai website
○ Make banners and website ads that connect customers to the website
○ Videos that highlight features of the IONIQ
● Television media
○ Create commercials that advertise locally
■ News channels for local advertisements
■ Purchase spots during popular television programs
■ Help announce IONIQ by displaying features and appearance of vehicle
Media Strategy
● Pulsing
● Heavy Intro for maximum awareness of launch
● Reach

Print and outdoor are the main forms of media used, while internet and television are
supplemental due to their lower media quintiles. This media mix reaches our target
audience and secondary audiences and maintains a steady presence in the eyes of
consumers. Print will provide national coverage, while television and outdoor focus on
local and regional areas. These areas include Miami, Tampa, and San Francisco among
others due to their high BDIs and CDIs. The pulsing strategy also focuses on
seasonality, specifically the launch, the summer months, and the holiday season.
Media Quintiles

Radio Quintile 5 (Low)

TV Quintile 4

Internet Quintile 5

Outdoor Quintile 1 (high)

Meet the ● Andrew is a recent college grad, age
Primary 23
Audience: ● Asian
● Hometown: Miami, Florida
Andrew Lee
● Enjoys reading GQ, going to the
beach and go karting with his friends
● Is looking for an eco-friendly car to
start his post-grad life
Outdoor
● Budget: $5,616,000
● Placed in San Francisco, Washington DC, Tampa, Phoenix, Miami, Boston,
Houston, Atlanta, Denver
● Based on highest BDI and CDI
● 100 showings in each market
TV
● Budget: $11,879,914.
● We chose to focus on regional coverage because TV is so expensive, in Miami,
Phoenix, Tampa, San Francisco, and Washington D.C.
● We will focus our coverage among early morning, primetime, sports, late news,
and cable dayparts.
Print
Budget: $5,908,596
Print
● Popular magazines for Hyundai customers and their competitors
● Magazines reach both male and females, match the target audience, and have high
circulation
● Have effective CPMs
● Magazines have national reach
● Consistent flighting; layered in heavy months
● High Pulses: Covers and full-page color ads
○ January, February, June, July, August, November, December
● Low Pulses: Half-page color ads
○ March, April, May, September, October
Print

Covers Full Page Ads & Spreads Half Page Ads

● Start campaign ● Used in launch and ● Less impact

● Most impactful high pulses ● Remind the readers
● High Reach ● High impact and high
● Used in launch and reach
high pulses
Internet
Impressions
● $300,000 per general interest site
● 75,000,000 general interest
● $750,000 per automotive site ● 60,000,000 automotive
● Mix of leaderboard and skyscraper ● Total: 135,000,000
ads
● $20 or $25 CPM Takeovers
● Websites ● MSN, AOL
○ United.com Total Spent:
○ Chowhound.com ● $3,910,000
○ Bedbathandbeyond.com
○ Bn.com
○ Fingerhut.com
○ Kbb.com
○ edmunds.com
Added Value
● Run an e-newsletter featuring the Hyundai Ioniq with their
digital publication with purchase of 6 placements
● Bonus ad with purchase of 20 placements

● Website banners with purchase of 2 covers

● Publication promoted email blasts with 3 placements

● Highlight the Ioniq in the “advertorial” section

● Feature a Ioniq vehicle at a magazine event with purchase
of 5 placements
Budget Outdoor: $5,616,000
Breakdown TV: $11,879,914

Print: $5,908,596

Internet: $3,910,000

Total: $27,314,510
Appendix
Outdoor Calculations
Outdoor Flowchart
Print Calculations
Print Schedule
Internet Calculations
Internet Flowchart
TV Calculations
TV Flowchart