cadillac imc

Graduate School

MBA in Marketing and Advertising

Samer Semaan

Integrated Marketing Communication

Simply….Deserves a Second Chance !


The main problem is that the Cadillac brand is associated with the retired population and the older generations.

Cadillac in no longer viewed as the ultimate high-class luxury car brand among younger generations and Lebanese People.

Few Young people have considered purchasing a Cadillac.

The New Generation is more interested with BMW, Infinity, and Mercedes. BMW is the New Generation "car of choice." Infinity and Mercedes dominate owners are also from new generation. These problems have led to the decline of Cadillac's image.

The Integrated Marketing Communication Plan will help in re-establishing their image. The plan will focus around four main objectives.


Objectives This Integrated Marketing Communications Plan has four main objectives:

•To improve awareness that Cadillac has new redesigned cars that are targeted towards young and new generation with active, exciting lifestyles

•To enhance image and perception of Cadillac as stylish and chic through concise, entertaining advertising such as TV and magazines

•Acquire status recognition with New Generation through advertising campaigns such as Break Through and Under 5

•Increase sales by 5% in one year The first step to achieving these objectives is to distinguish the target market.


Target Market The target market for this plan is upper-middle class to upper class older generation (age 41-60) and new generation (25-40).

•In the older generation, those men and women without children or grown children will be targeted.

•In the new generation, men and women without young children will be targeted. These people are continually building success or have achieved success in the job market.

This target market can be characterized as highly driven, intense people who strive to accomplish their goals. The next step in creating a successful integrated marketing communications plan is establishing the budget.


Budget The budget breakdown for the Cadillac campaign is as follows.

We dedicated half of our budget to the promotional contest because it will require a lot of money. The portion dedicated to the promotional contest will include all expenses included in the contest once the winners are chosen. This money will also go to point of purchase advertising and direct mailings.


Budget

Our television ads will require a significant amount of money so we will be dedicating twenty percent of the budget to those ads. Although each individual ad will be quite expensive we will not be creating many ads. We will be putting the print ads in many different magazines and newspapers so this will be quite expensive so we think that they deserve twenty percent of our budget. With our budget established, the following areas can now be covered: our main message as well as the media we are going to use.


Message Our major selling idea is to play up features such as interior design and performance which will appeal to our target audience and also to portray Cadillac vehicles as the premier luxury car through promotions and celebrity endorsements.


Media Television Advertisements.

Based on the type of audience we have targeted, we selected two media outlets through which we would reach our target market: television and magazines. We chose specific stations and magazines that we thought the target audience would be exposed to the most. Cadillac would advertise its new campaign on several cable networks as well as on the Local stations LBC, OTV, NTV and NBN; cable networks would include MBC, Al Jazeera Sports. The specific shows and time slots, during which the commercials would air on the broadcast channels, are during Star Academy and Calamanji on LBC, LOL and 3ish Beirut on OTV, Erbet Ten7all on NTV, and as well news time on all stations.



The MBC network currently has Several Shows and Series that have the target audience needed by Cadillac, Like House MD, America got Talent,…etc. In addition to these shows, we added ShowTime Series, which appeals to the higher end of our target market and Cadillac would be associated with the excitement and glamour that the fashion world provides. Cadillac will sponsor certain sports events and it is therefore natural to air commercials on Jazeera Sports, during sports games—particularly football, basketball.



We suggest Cadillac create a television ad that emphasizing everything that it has to offer in a car—sleek styling, luxurious interior, high-class amenities, and that it is fast, sporty, and fun to drive. All these features would be encompassed in an ad that shows Cadillac at all angles, zooming in and out on both the exterior and interior, spinning around 360 degrees at intermittent speeds, in rhythm with the music in the background.

We thought that music with an upbeat tempo that was somewhat fast, possibly like techno, would be most appropriate. We even selected two songs that would be fitting: “Extreme Ways” by Moby (the theme track to the movie The Bourne Identity) and “I Can Can You” by Vanessa-Mae (an upbeat techno remix of the Cancan song).


Print Advertisements.

As for print ads, Cadillac would be best off advertising solely in magazines. Our Cadillac audience is comprised of informed, well-educated, active, and goal-oriented driven people, who also want to have fun, relax, and enjoy life. Cadillac’s ads would be featured in the following magazines, which appeal to both men and women alike: Mondanite, Layalina, Top Gear. Finally, we want the ads featured in the magazines to be simple and tasteful. The ads should be visually appealing and should encourage the reader to envision himself or herself in a Cadillac, which would then incite action to go and visit a dealership. The two samples we created can be found in the appendix.


Public Relations.

The main objective for the Public Relations area of the Integrated Marketing Communications Plan is to enhance the image of Cadillac. The Public Relations area contains two major sponsorships: Sponsorship of Sports/Charities. This plan includes the sponsorship of the Lebanese Universities Men's Basketball Tournament. This sponsorship will include awarding the Final Four Universities $25,000 each to create scholarships for low income students who posses the drive and determination needed to become successful. This sponsorship will be promoted through the tournament as well as press releases. An example of this press release in contained in the appendix. This sponsorship will enhance the image of Cadillac by showing that Cadillac is helping underprivileged students achieve success by attending higher education.


Public Relations.

Sponsorship of Events. The event sponsored in this Integrated Marketing Communications Plan is the television show "Project Runway." This show creates the chance for people across the nation to become a clothes designer. In the last season of the show, the three finalists showed off their new lines during a runway show during Fashion Week in New York City. The winner of the show was awarded a monetary prize to start their designer line as well as a spread in Elle magazine. Sponsoring this television show will enhance the image of Cadillac as chic and stylish with high-end buyers of vehicles.


Point of Purchase Display.

We will put point of purchase displays in all of the participating dealerships throughout Lebanon. The displays will feature the Detroit skyline and the headline “Picture Yourself Here” It will also contain our tagline “Simply … deserve a second Chance” alongside the Cadillac logo. We are hoping that consumers will become interested in the promotion and ask the sales people for more information. This will also people they are invited to enter for a chance to win the trip. By adding our tagline to the bottom of the display, we will be reinforcing our message to the consumers. An example of our Point of Purchase display is included in our Appendix. After creating our main message and media being used, it is important that we establish ways in which to evaluate our campaign.


Implementation and Evaluation In order to establish if our objectives were met, we will conduct before and after attitude surveys of current Cadillac owners as well as those who test drove the various models. We will also collect the response cards from our Promotional Contest to measure the effectiveness of the Direct Mailer. Also, we will compare our sales after our integrated marketing communication plan has been in effect for one year.


Conclusion After reviewing the Cadillac case study, we developed an integrated marketing communication plan that would enhance the image of Cadillac among the Baby Boomer and younger generations. Through implementing our plan, we hope to enhance that image as well as increase sales and increase awareness in Cadillac’s new model cars.


Appendix

Examples of Materials Used in Integrated Marketing Communications Plan

TV Ad Campaign Scene 1

TV Ad Campaign Scene 2

cadillac imc

Documents

Transcript of cadillac imc