Volvo Cars: Promotional Creative Brief Team Two: Tony Bremer, Taylor Caswell, Dylan Kinyon, Devin Lewis, Matthew ‘Jr.’ Shaw

Overview “Our Vision: No one will be seriously injured or killed in a new Volvo by 2020. That is how seriously we take safety. From features that support you while driving to features that help precent accidents and protect you in the event that one occurs, IntelliSafe is our way of giving you everyday convenience and peace of mind, anywhere you go.” Intellisafe. 2015. Retrieved from http://www.volvocars.com/us/about/our-innovations/intellisafe

Overview Established in 1927 Headquartered in Gothenburg, Sweden Scandinavian by heart and design Recent ownership change from Ford to Geely Holding group based out of China

Overview 2,400 dealerships 120 countries 1,500 dealerships in Europe 400 dealerships in the U.S. 427,000 retail deliveries in 2013 60,000 units in the U.S. and China Schmidhauser, Tabatha. Volvo Group Marketing Strategy 2013. 2013. Retrieved from http://www.slideshare.net/TabataSch/report-on-volvo Kilberg, Niklas. 2013. Volvo Car Group Sustainability Report 2013. Retrieved from http://www.volvocars.com/us/about/our-company/sustainability

Values Volvo Mission Statement Volvo Vision What we Value “To Create the safest, most exciting car experience for modern families” Volvo Vision “To be the world’s most desired and successful premium car brand” What we Value Quality – Focus on customers needs and exceed their expectations Safety – “Safety is part of our Soul” Enviroment – Volvo shares and has a clear responsibility to reduce environmental impacts Schmidhauser, Tabatha. Volvo Group Marketing Strategy 2013. 2013. Retrieved from http://www.slideshare.net/TabataSch/report-on-volvo

Heritage in Leading Innovations in Safety “Cars are driven by people. Therefore. The guiding principal behind everything we make at Volvo, is and must remain – safety” 1959 – 3 point Safety Belt 1991 – Side Air Bags 1998 – Whiplash protection system 1998 – Inflatable Air Curtains 2002 – Rollover Protection System 2003 – Blind Spot Information System 2008 – City Safety Collision detection and braking system 2010 – Pedestrian Detection and braking system Kilberg, Niklas. 2013. Volvo Car Group Sustainability Report 2013. Retrieved from http://www.volvocars.com/us/about/our-company/sustainability Heritage. 2015. Retrieved from http://www.volvocars.com/us/about/our-company/heritage/innovations

Brand Challenges 10% decrease in Sales in the U.S market No recent major re-models of existing products until 2014 Rebranding from lower end car models to Premium Luxury brand McCarthy, Michael. June 18, 2013. Volvo faces Identity Crisis in U.S. Ad Age. Retrieved from http://adage.com/article/news/volvo-faces-identity-crisis-u-s/242162/

Competition Analysis Top Competitors Consumer Reports BMW, Mercedes, Cadillac, Lincoln, Toyota, and Subaru Consumer Reports Toyota ranked first in Overall brand perception Toyota ranked first in Reliability Volvo ranked first in Safety Subaru – an upcoming threat (February 2014). 2014 Car-Brand Perception Survey. ConsumerReports.org. Retrieved from http://www.consumerreports.org/cro/2014/02/2014-car-brand-perception-survey/index.htm

Market Dynamics 2014 sales performance 4th best since 2000 Increase in Demand for luxury cars Increase demand for in-car technologies Top three features in demand of new cars Increased Safety Early Warning Systems Smarter Navigation Brown, V. (2013, December 2). Accenture Newsroom: Strong Interest in New In-Car Technologies by Consumers in Emerging Economies Could Influence Demand, Accelerate Rollout of Next-Generation Connected Vehicle Technologies, Accenture Research Indicates. Retrieved from http://newsroom.accenture.com/news/strong-interest-in-new-in-car-technologies-by-consumers-in-emerging-economies-could-influence-demand-accelerate-rollout-of-next-generation-connected-vehicle-technologies-accenture-research-indicates.htm

New Marketing Direction Our campaign’s primary objective is to penetrate the luxury car market with leading in safety and innovation. Current Target Market New Target Market Demographic Young (22-30), well educated, middle class business professional Mid aged(28-40), Well educated, middle income(80k-120k), business professional families Psychographic Thinkers: Educated, conservative, practical consumers who value knowledge and responsibility. They look for durability, functionality, and value. Innovator: Successful, receptive to new technology, and purchases reflect cultivated

New Marketing Direction “Here at Volvo we are expanding by offering a variety of luxury vehicles at a competitive price to keep our consumers feeling safe insides our models while making less of an eco-footprint and being an innovator of a new luxury experience with all the simplistic benefits that have been established since 1927. “ Audience Perception Product Category Luxury Car Brand Volvo Consumers Mindset Upscale, worthy of showing off, draws attention, durable, unique Safe and simple at a competitive price Level of Brand Loyalty High level of loyalty, Pass down generation, Once you have one you stay for life Once you buy a Volvo you stay with us