An Integrated Marketing - Media Plan for

Mitsubishi Outlander

Submitted by:

Canilao, Rinah Lynn

Crisostomo, Rone Ferdinand Zobel

Delos Reyes, Anna Melissa

Joquico, Luvimin

Lopez, Maricor Louise Ayn

Nadura, Jeremy

Pura, Patricia Marie

4CA1

February 19, 2011

 WHERE ARE WE?

A. STANDING IN THE MARKET

MARKET SIZE

Mitsubishi Motors wants to target the Class A and B most especially men

who are looking for a functional and stylish SUV. Secondary target will be the
Upper Class C.

PRODUCT

Mitsubishi Motors have come up with a new model of SUV that could
outwit the other brands and models of SUV’s present in the current market and
called it “Outlander”. From the model name itself, it drives the consumer to think
that it is a car fitted for active lifestyle and has great functionality. This SUV
model on its own has a very strong vibe due to its sturdy yet highly aesthetical
design, good steering and handling and wide interior, that makes it a very good
choice for people who looks for a functional, stylish and well-engineered vehicle.

MARKET POSITION

Currently, Mitsubishi Outlander is not the top-of-the-mind car brand. It is

behind among its competitor SUV’s like Hyundai Tucson, Toyota Rav-4 and
Honda CR-V.

BUYING PATTERNS

Most of the potential buyers are looking for a vehicle that could cover a lot
of their needs such as the functionality, durability and aesthetic appeal. But, most
of them also consider the price, and because most SUV are expensive, they
would just resort to less expensive car brand. Moreover, many people now are
discouraged to invest on cars because of their fear of carnapping and carjacking
which resulted to the weakening of car sales on brand new models.
B. STANDING IN THE MIND

MOTIVATION

Many Filipinos usually look for a vehicle that is big enough for comfort and
convenience. Many car owners are also into buying a car that is durable, sturdy
yet stylish and fits an active lifestyle. Moreover, because of its big and heavy-
duty built, it can be considered as a very reliable car that is sturdy enough to be
not so prone to carnapping which is the current issue in the market.

BRAND AWARENESS

Mitsubishi Outlander 2011 is a newly released model

Tiptoe is currently still in its introductory phase. Its first objective is to

instill the product’s name to consumer’s minds and be aware of the beneficial
features of Tiptoe. It aims to get in line with its main competitors, which are
leading shampoo and soap brands.

CONSUMER INSIGHT

Main Insight: “ayaw namin ng marami pang dala dala pag naliligo… para din
isang gastusan na lang… para tuluy tuloy ang pagligo, mabilis pero malinis.”

Tiptoe’s target users are aspired to be very satisfied when they tried using
this all- in- one sanitary product. They want their consumers to think that Tiptoe is
effective even though it is new in the market. With a very affordable price,
Filipino families can save a lot of money and are eager to continue to use the
product because they see that Tiptoe is really taking effect and eases their
burden when it comes to bathing.
 WHY ARE WE HERE?
4 P’s

Product

The Outlander 2011 is the latest addition to the line-up of SUVs. It is a

compact SUV, which highlights a spacious interior and the driving force of a
much smaller car. It is a totally comfortable driving experience with features
like Super All-Wheel-Control, FUSE hands-free link system and 40GB touch
screen navigator with Real Time Traffic. The Mitsubishi Outlander 2011 is a
drive for more safety with its high-technology engineering.

Price

The price of Outlander 2011 (GT S-AWC V6) is $28, 575. The price of the car
will vary depending on the choice of trim, packages availed and or added
accessories.

Place
Mitsubishi Motors Showrooms in the metro and even around the country will
be the new car model unit’s distribution points. It will be showcased in the car
gallery showrooms along with the car sales representatives that will address
to queries of potential buyers.

Promotion 

The advertising and marketing strategy of the Mitsubishi Outlander 2011 will
be communicated with the use of different media, prioritizing online
advertising and promotional tools such lifestyle or leisure websites and social
networking sites and of course above-the-line and below-the-line advertising.

A. SWOT ANALYSIS
 Rejoice Safeguard Tiptoe
Strengths  Efficient  Known for "A Soap  Soap and shampoo in
advertising For The Entire one
campaigns Family and “The  A first in the market
 Is one of the smallest soap in the  Affordable price at 15
leading and house." pesos.
trusted shampoo
 First in local market
brand.
since 1966
 Manufactured by a
well- established  Manufactured by a
global company, well- established
Procter and global company,
Gamble. Procter and
 Has a very Gamble
affordable retail  Affordable price
price  Offers a variety of
size and variants
Weakness  It only offers a  More expensive than  Comes in only one
shampoo product its competitor size and variant
unlike its new  Soap that can only  Beginner in the
competitor. be used for the body market
unlike its competitor
Opportunities  Expand product  Expand product to  Offer more variants
variants offer some whitening like turning the
 Can develop a and anti aging soap shampoo and body
more intensive products bar to a liquid
shampoo product shampoo and soap
that specializes in as well.
hair treatment  Create brand
awareness
 Can produce
intensive advertising
campaigns
Threats  Some consumers  Consumers may  Consumers will stick
have the mentality prefer whitening to their loyal brands
of changing products or other  Consumers want a
shampoo products type of soaps soap that separately
once in a while  Emergence of specializes in hair
 Salon services are international soap and in body
marked at a very products
low price making
other consumers
depend on salon
services more.
 WHERE DO WE WANT TO GO?

A. IN MARKETPLACE TERMS

 To increase brand awareness by ten percent (10%) and thereafter gain new
consumers.
 To further penetrate the market and to maintain its position as the leading
brand when it comes to affordable yet effective cleansing soap and shampoo.

B. IN CONSUMER TERMS

 To gain the consumer’s loyalty, to help strengthen the brand’s current position
as the top cleansing product
 To establish Tiptoe soap as the product that the consumers could trust

C. SHORT TERM BRAND OBJECTIVES

 To increase consumer awareness through aggressive print ad, television and
events campaign and by conducting below the line advertisements.

D. LONG TERM BRAND OBJECTIVES

 To be able to establish the status of Tiptoe as the top choice of consumers if

they are looking for an affordable, practical soap and shampoo in one.
 HOW DO WE GET THERE?

Marketing and Advertising Strategies

a) Primary Task

To create a marketing communications campaign that will launch the

Mitsubishi Outlander 2011, as a car for all, with a unique set of features for
a compact SUV

b) Secondary Task

To create a strategic integrated marketing communication plan that will

highlight the brand and generate a favorable increase in sales with the
launching of the newest model

The S-R Strategy

a) Target Responses

The tactics of this campaign aims to generate confidence and reliance

towards the brand and to create awareness of societal issues such as car
napping resulting to inhumane acts that need prevention through
information dissemination.

b) Tone/ Personality

The campaign underlies the decisiveness of a heedful customer through

edifying and instructive tone in advertisements.
 Target Audiences and Key Messaging

a) Primary Targets

Our primary targets are from Upper A to lower B, and some upper C ages
25 to 40 that are working professionals and or have a family or business to
manage which need a product that would best fit their demanding lifestyle.

Psychographics

Christian is a 36 year old columnist/editor of a top broadsheet newspaper who

has children of 3 who is studying in the finest institutions in the country. He
spends his day in the office writing commentaries regarding the news and
current affairs. However, he still has the time to pick up the kids from school.
He enjoys driving out-of-town with the family during the break or holidays.

Key Marketing Issue

Mitsubishi Motors launches their most recent addition to the SUV line, the
Outlander 2011. But, the country faced numerous problems like the rampant
car napping which leads to murder of car owner and sellers. In effect, the
people are traumatized and would not invest in cars anymore. The campaign
aims to strengthen the affinity among buyers and enthusiasts through
instructive ads. In this way, the target market and audience will be aware and
well-informed about this issue and they have knowledge on preventing these
cases from re-occurring.

MARKETING BUDGET & TACTICS

Objective:
 To launch Outlander and create a good impact to the consumer on what it is.
 To promote Outlander as a potentially good choice of vehicle among others.
Media Parameters

PHASE 1

 Campaign Period: April 1 to April 30, 2011

 TV teaser ad (15 seconds) –on lifestyle and sports channel such as ETC, Solar,
2nd Avenue: April 8 to April 22, 2011
 Teaser billboard – along EDSA

BUDGET

TV teaser ad (15 seconds): PHP 100,000 per primetime slot in ETC, Solar, 2 nd
Avenue

Total: PHP 1,400,000 for 2 weeks

OOH Teaser billboard – along EDSA Cubao: PHP 100,000 per month

PHASE 1 TOTAL COST: PHP 1,500,000

PHASE 2

 Campaign Period: May 1 to May 21, 2011

 Airing of official TV ad (15 seconds) – on lifestyle and sports channel such as
ETC, Solar, 2nd Avenue, and on sports, lifestyle, gadgets, technology shows such
as but not limited to Sports Unlimited (ABS CBN): PHP 100,000 per primetime
slot in ETC, Solar, 2nd Avenue & Sports Unlimited 100,000 per Saturday show
Total: ETC, Solar, 2nd Avenue, 15 seconds spot in primetime per 3 weeks =
PHP 2,100,000, Sports Unlimited spot for 3 Saturdays of May = PHP
2,100,000
 Launching on Yahoo homepage of Mitsubishi Outlander advertisement
 Change of teaser billboard to the official billboard: PHP 100,000 per month
 Radio advertisement (15 seconds) PHP 5,300
  Car show on malls such as Greenbelt, Trinoma, Gateway, SM Megamall

BUDGET

xxx

PHASE 2 TOTAL COST = xxx

PHASE 3

 Retain Radio ad 5300and billboard

 TV ad for the launch show of Outlander
 Outlander official launch (car show) at the NBC Tent,Taguig

BUDGET

xxx

PHASE 3 TOTAL COST: xxx

PHASE 4

 Will start xxx

 Continue airing of TV ad from Phase 2
 Retain billboard/s
 New promotional ideas such as sports event/s sponsorship

BUDGET

xxx

Over-All Cost: xxx

XXX