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

2. Overview
“Our Vision: No one will be seriously injured or killed in a new Volvo by 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 Retrieved from

3. 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

4. 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 Retrieved from
Kilberg, Niklas Volvo Car Group Sustainability Report Retrieved from

5. 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 Retrieved from

6. 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 Volvo Car Group Sustainability Report Retrieved from
Heritage Retrieved from

7. 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, Volvo faces Identity Crisis in U.S. Ad Age. Retrieved from

8. 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) Car-Brand Perception Survey. ConsumerReports.org. Retrieved from

9. 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

10. 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

11. 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 “
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