IVECO Marketing Platform 1 Group 2 Annika, Narin, Renata, Oscar,João,Chris,Gabriel. Module 2 – Innsbruck, Austria January 13th 2009.

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Presentation transcript:

IVECO Marketing Platform 1 Group 2 Annika, Narin, Renata, Oscar,João,Chris,Gabriel. Module 2 – Innsbruck, Austria January 13th 2009

 Timelines January 2007 Launch (Monaco, already complete)Stage one: Jan to August 2007 – “Road Show”Stage two: September 2007 World Cup (France)Stage three: 2008 and onwards Activation Process PersonalisationSocial Bonding

Marketing Target: Fleet managers / Dealers Activation tools: Events, Direct Marketing, PR PR (Announcement of Event and Product Launch) Jan-Sep 07: Road show – Iveco Truck travels from NZ to France carrying the All Black Equipment for the first match. Target Event: The 1st Rugby World Cup Match (NZ v ITA) – Marseilles, France – Sep. 8th, VIP invitations to attend the match (meet the All Blacks, networking etc) Fair / Show held in France for invited dealers and managers Watch the match live on a big screen Demonstration of the product (truck) Distribution of merchandising items (jerseys, caps, balls etc). Haka performace / training. Supporter transportation by All Black Iveco Fleet.

 Communication Target: Motor Industry and Truck Magazines Journalists / Rugby Journalists / News Agencies and News Televisions / Drivers / Company Managers  Activation Tools: Direct Marketing, PR  Press Release (journalists): “There is one additional factor – power. Because power is the first characteristic that comes to mind when you watch this team: the overwhelming way they play and how they put pressure on their opponents. Its also something we pride ourselves on in relation to our latest generation engines which out-power all the others in every category”. Paolo Monferino – Iveco CEO  Direct Marketing: (Brochures etc with All Black images to support the Iveco Values. For example a different brochure aimed at all five core values, particularly Power )

2008 and onwards Traveling Show/Event with every All Blacks game (in the same city). Target: Dealers, Fleet Managers, Truck community…public Activation tool: Event (with players attendance as ambassadors) Truck Races Target: Truck Community Activation Tool: Event Continued Direct Marketing Sent to all target groups