Dodge Ram Trucks: Report 1 By: Mason Parrott, Jacob Skidmore, Tonenisha Johnson, Natalie Gattuso

Competitive Nature of The Overall Industry Trends: A common trend that all of the big players in the pickup truck industry are following is the focus on older males who are in the market for a tough, manly vehicle.   Industry History: The pickup truck industry has always had a focus on the blue collar, hard working American male. Throughout the years the truck market has put an emphasis on making the trucks bigger and more powerful. However, in recent years truck manufactures have made trucks more luxurious and spacious in order to capture a larger market share.   Social: Manufacturers are now intergrading features that would commonly be seen in an SUV. Manufactures have done this because there is a large market, outside of the blue collar workers, who would prefer to drive a pickup truck as a daily driving vehicle. Manufactures are also pushing for increased gas mileage and green oriented technology. 

Dodge Product positioning Dodge has positioned the Ram in the consumers mind to be known as the "Consumers Truck". The company accomplished this by listening in great detail to what features customers wanted. Once Dodge gathered this data, they produced a truck implementing all of the features the consumer was asking for.  Advertising Creative Strategy: The creative strategy that Dodge is pursuing is to resonate with the average male. Dodge's advertising team is conveying that driving a pickup truck will in turn make them feel younger at heart. Aside from the advertisings encouragement to feel young, dodge is also highlighting on the durability of the truck like they have done in many previous ad campaigns.    Target Market: Dodge's target market is made up of primarily males with ages ranging from 25-60 years old an income of around $64,000. Additionally, the target market ranges from a contract worker to the average male consumer. However, Dodge provides a different ad based on who they are trying to sell the truck to. For example, if they are selling a truck to a contract worker there will be less emphasis on the features and more emphasis on the durability. 

Competitors: Ford F150 Advertising Creative strategy- Despite the challenges sent by Chevy's truck bed demonstration, the Ford company has not bothered to send any retaliation and has continued to run their “Built ford tough” campaign. The idea of “Built Ford tough” is a way to associate the brand with the idea of strength and of course toughness. Target Market/Tone- Ford has run multiple campaigns through the NFL and in 2015 Ford chose the first ever college football playoff the advertise their product. Their target market seems to be sports lovers which has been a running idea in most companies because of the idea of the tough male image . Product Position- The Ford F150 is valued for its high quality and innovation. Why are they our competitors? Ford has been named best selling truck for 40 consecutive years.

Competitors: Chevy Silverado Advertising Creative strategy- Chevy has had their long running “real people not actors” campaign. This campaign is designed to show how “real” consumers choose steel over fords Aluminum build. (grizzly bear and steel cage commercial) Target Market/Tone- The Silverado has had a recent offensive move on Ford F150 claiming that their aluminum beds are not strong enough compared to their steel option. The truck company has also been running 30 to 60 second advertisements in most sports networks and games ESPN and NHL. Product Position- The Chevy Silverado has also been named Most dependable large heavy pickup in the last three years in a row by J.D. Power. Which is why the company put so much emphasis on their steel truck beds and claiming that Ford’s is undependable in this category. Why are they our competitors?- Has higher towing and hauling capacities than Dodge

Competitors: Toyota Tundra Advertising Creative strategy- Toyota has recently ran a campaign where they ask what's as American as a pie, bald eagle, etc. to reveal the Tundra. This implies that the Tundra itself was made in America and is the American Truck. Target Market/Tone- according to motortrend.com Tundra is the truck for “enhancing the life of [an owner’s] entire family.” Toyotas ad campaign has multiple scenarios of family gatherings. They also advertise during football games like their competitors. Product Position- Consumers believe the tundra to be a reliable vehicle among other brands. Why are they our competitors?- The Tundra is one of the few trucks in its class to offer a V8 engine.

Competitors: GMC Sierra Advertising Creative strategy- GMC has their new “like a pro” campaign which has had recent commercials during fathers with the slogan “Dad like a pro” holding on to the idea of a professional grade GMC. Target Market/Tone- Their target market is aimed towards the ideology of the “white collar crowd” and the idea of not settling for good but instead settling for better. Product Position- The new GMC Sierra has been named the truck for any task which the company uses to advertise the automobile on their website. Why are they our competitors?- The sierra has one of the nicest interiors among all brands and has had has had above average reliability.

Media Mix

Share of Voice

Point of view From our point of view, most of the leading truck companies look towards the NFL and other sports for media placement; primarily on the more aggressive sports. We also noticed that some companies are a lot more ahead of the game in the industry as far as sales and customer satisfaction. Lastly, our group discovered that reliability is a very important factor in purchasing decisions.