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

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

3. 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.

4. 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

5. 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.

6. 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

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

8. Competitive Overview (2007 Models)

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

10. 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”

14. 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

15. Budget

16. Thank You!