NEW DOBLO LAUNCHPOSITIONING & STRATEGY

Minivan (1B) Customer Segmentation

New Doblo Target Segment

CALCULATED COMMERCEMEN

EMOTIONAL COMMERCEMAN

FAMILY PROVIDERS

COMBI LOVERS

%48

%30

%31

%17

Fiat Share

New Doblo Target Customer Segment – Combi Lovers

Large FamiliesStrong Famiy Ties

%14 Ladies

Lise ve üniversite mezunu

Frequent Use the vehicle with family Weekend trips with

family

Attractive Design

Want Comfort & Safety

Go shoppping with the vehicle

I can travel comfortably

It looks so good I can show off to my neighbours...

What we want them to say:

It is so spacious

inside that all my family

have enough space

Communication Message

New Doblo. Most comfortable “Combi-Van” for Large Families.

NEW DOBLO CONSUMER LAUNCH

Target:

To reach maximum amount of people and to announce them the arrival of new Doblo.

To organize a consumer launch in all the 74 dealers at the same time. To increase the WOM effect by creating a viral campaign that build buzz. To influence the press for a big PR effect and get coverage.

Consumer Launch 13-19 February

Print / Outdoor Print

Consumer Launch – Teaser Campaign 13-19 February

“Turkey wonders what’s in the box in Taksim square”“The mysterious box is openning tomorrow night”

● 15- 18 Şubat – Usage of pre-news advertising space in 4 main TV

channels. (Advertorial)

● 17-18 Şubat - TV (special advertising space usage)

ALTBANT

● 15 -19 Şubat – 2 DJ Talk (2 most popular radio channel) DJ TALK

SHOW TV ATV STAR TV KANAL D

Consumer Launch – Teaser Campaign 13-19 February

The Launch Ceremony in Taksim Square 19 Şubat

Welcoming the New Doblo 20-21-22 Şubat

Hürriyet, Milliyet, Sabah, Posta, Zaman gazetelerinde tam sayfa

“Welcome New Doblo”

Results: Press Coveredge Ad

Equivalance: Press: 71,970 TL TV & Radio: 66,290 TL Total: 138,260 TL

The Newsletters:Hürriyet, Milliyet,

Zaman, Sabah, Posta, Bugün, HT

İstanbul, Auto Show

Kanal D News

Consumer Launch– Press Coveredge

Results Taksim Square Ceremony:

Standing: 2.500 visitors Mobile: 7500 – 8000 visitors

Consumer Launch - Results

Results: Web Site:

Visitors: 24,658 Active Visitors: 5,886

(make a guess) Total Guess: 44,578

Consumer Launch - Results

The question of the campaign was: Guess, what’s there in the box at Taksim square?

Results: Dealer Showrooms:

Visitors: 6,210 Customer Orders: 93

Consumer Launch - Results

Google Search Results:

( Compared with the competitors)

Consumer Launch - Results

NEW DOBLO LAUNCH CAMPAIGN

New Doblo Launch Campaign

TV Print

Radio OutdoorInternet CinemaMagazine

22 February – 31 March

TVC Radyo1 Radyo2 Radyo3

Print:

New Doblo Launch Campaign

Print:

New Doblo Launch Campaign

Outdoor:

New Doblo Launch Campaign

Aylık Pazarlama Toplantısı

Prompted Advertisement Awareness Fiat “Geniş Ailelerin Tercihi” “Geniş Ailelerin Tercihi” Overall

(%)Fiat

“Geniş Ailelerin Tercihi”

Overall

Sector

Overall

Fiat Advertisement

s

Sector

Model Advertisement

s

Fiat

Model Advertisement

s

Awareness 88 29 36 32 39

Correct Branding 87 20 28 21 32

Liking 8,30 7,22 7,26 7,2 7,52

Total number of ads - 69 16 38 9

Base 450 17925 5025 8155 2475

Aylık Pazarlama Toplantısı

%48

Aylık Pazarlama Toplantısı

Brand PerceptionFiat “Geniş Ailelerin Tercihi” “Geniş Ailelerin Tercihi”

Fiat “Geniş Ailelerin Tercihi”Advertisement

Top-3 Box (%)

Pre

Launch

Post

Launch

Manufacturing safety cars 25 32

Manufacturing quality and resistant cars 24 36

Suitable price 52 48

Manufacturing high tech cars 20 30

Aftersale Service is good 26 35

Innovative Brand 21 32

Manufacturing cars that cause less expenditure and economic 35 38

Positive effect to my firm’s prestige 22 31

Has different kinds of cars (products) that meets my business needs 21 35

High resale (secondhand) value 20 27

Has dealer and services that are specialized about LCV 21 34

Manufacturing well design cars 24 36

Auto manufacturer is a trustworthy company 25 39

Base 310 450

Pre Launch Period: 31.12.2009 - 25.02.2010Post Launch Period : 04.03.2010 – 08.04.2010

Except “Suitable price” and “Manufacturing cars that cause less expenditure and economic”image attributes, the brand perception values are significantly higher for the “Post Launch Period” when it is compared to “Pre Launch Period”.

Google also confirms that...

Aylık Pazarlama Toplantısı

Fiatdoblo.com.tr

Pre- launch: o Teasero Pre- sales / CRM customer form  

Launch: o The model infoo Usage of social media to announce the siteo Banner usage

After Launch: o Detailed model infoo Supporting web campaigns

Fiatdoblo.com.tr

Internet: doblo.com.tr

Doblo POP Materials

Doblo POP Materials

Doblo Cargo DM KitDoblo Catalogue

Doblo Cargo Catalogue

Doblo Combi DM Kit

Doblo Promotional Materials

Doblo – Open Doors

27-28 February 6-7 March

Invitation

Invitation – E-mailing

New Doblo Roadshow with Nihat Sırdar

● Under the sponsorship of New Doblo Nihat Sırdar made stand-up shows in all around

Turkey. (23 cities/28 shows)

● The new Doblo was presented to the visitors. (Car Display/Branding/Films)

● The invitations of the show was distributed from showrooms of the dealers.

● The announcement of the show was done on radio and press.

New Doblo Roadshow with Nihat Sırdar

Direct Marketing Activities: Car Displays & Test Drive

- Haramidere Carrefour- Kaya Outlet- Bayrampaşa Forum- Ümraniye Carrefour- Maltepe Carrefour- Optimum Outlet- Viaport AVM- Çengelköy Maxicity

Avg. Test Drive: 60 people/day

• Daily (10:00 – 17:00) 1.600 business card/sticker- Güngören- Merter- Topkapı- Mecidiyeköy- Fulya- .....

Direct Marketing Activities: Guerilla to Competitors

Uğur Kıraathanesi

Direct Marketing Activities: «Esnaf» Guerilla

Yonca Ev Yemekleri

Kardeşler Pide ve Börek Salonu

Direct Marketing Activities: «Esnaf» Guerilla

Kastamonu Yardımlaşma Derneği (Kıraathane)

Direct Marketing Activities: «Esnaf» Guerilla

Amerikan Servis

Poster 1 – Doblo İlanı Poster 2 – Çaylar Doblodan

Post-it görünümlü cam sticker’ı

Business Card

NotDefteri

Direct Marketing Activities: Printed Materials