Michael Abram Weinstein 2008 Cadillac CTS Team America Sarah Fagan Amar Brahmbhatt Martina Kerpcarova Michael Abram Weinstein

Agenda Executive Summary Objectives Market Overview Segments/Competition 2008 CTS Strategy Solution Benefits Implementation

Executive Summary Cadillac needs to improve overall attitudes toward the brand and translate these favorable associations into showroom traffic and purchases. We conducted primary and secondary research to understand the problems Cadillac faces. Based on that research, we then designed a Cadillac marketing plan to target Move-ups to reduce the average age and to create Loyalist for years to come. We plan to further re-establish Cadillac as a top-tier luxury contender. Cadillac needs to improve overall attitudes toward the brand and translate these favorable associations into showroom traffic and purchases. We conducted primary and secondary research to understand the problems Cadillac faces. Based on that research, we then designed a Cadillac marketing plan to target Move-ups to reduce the average age and to create Loyalist for years to come. We plan to further re-establish Cadillac as a top-tier luxury contender.

Objectives Improve overall attitudes towards the brand Reduce the average age of Cadillac owners Re-establish Cadillac as a top-tier luxury contender Increase conquest rate

Luxury Car Market What is a luxury vehicle? Luxury Car Segments Entry Level Price Range: $29,000 - $36,000 The 2008 Cadillac CTS is in the entry-level segment A luxury vehicle is a relatively expensive vehicle which includes additional features designed to increase the comfort of the driver and passengers. Luxury vehicles usually place more emphasis on comfort, appearance, and amenities such as technological upgrades and higher quality materials than on performance, economy, or utility. Luxury vehicles are often built in smaller numbers than more affordable mass-market vehicles. Entry-level luxury The entry-level luxury forms the beginning classification of the luxury vehicles; competition in this segment is typically fierce. It features vehicles with an MSP approximately between $29,000 and $36,000, a relatively high degree of comfort and is manufactured by luxury brand. If the vehicle is manufactured by a non-luxury marque its base MSP should exceed approximately $36k and it must place an emphasis on comfort. The equivalent classification in the United Kingdom is compact executive car.

2008 CTS A 300 Horsepower V6 engine Advanced All-Wheel Drive Adaptive Forward Lighting Handcrafted Interior and Bose Surround Sound UltraView Sunroof with Power SunShade

Recorded New US Registrations of Select Entry-Level Luxury Models Competition Recorded New US Registrations of Select Entry-Level Luxury Models

Competitive Overview (2007 Models)

Competitive Overview In its class the CTS is an ideal blend of Price Performance Comfort Appearance

Strategy Target Audience 1 – Move-ups Invite into the luxury car market. Tagline – “Welcome to Luxury” Target Audience 2 – Busy Moms Cadillac will support causes that women care about Tagline – “Escape to Luxury”

Solution Implementation- Television Ads American Idol, CSI, House, Desperate Housewives, Grey’s Anatomy Magazines Fitness, Jane, Baby Talk, Entertainment Weekly, Men’s Health, O Billboards – proud sponsor of … Direct Mailings- quality mailings Events Cadillac will help sponsor charitable events Graduate level College graduations

Budget

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