TIMELINE 1934 - Hans Trunkenpolz Founds KTM in Austria 1951 - R100 | First Motorcycle for KTM 1978 - KTM America Established 1990 - Splits Into Four Core Industries 2005 - Polaris Partnership 2007 - Red Bull MotoGP Rookies Cup 2012 - 200 Duke | First Street Motorcycle
PRODUCTS Motocross(MX) Enduro Supersport
CURRENT MESSAGES “Ready To Race” Orange = KTM “Ride Orange” “Fastest Growing Motorcycle Brand in the World” “Unbound” “Capturing the Spirit of Adventure”
CONSUMER PROFILE Generation Y/Millennial Males (18-25 Years Old) Marital Status: Single Average Income: $20,000-$30,000 Passionate & Adventurous Competitively Driven They Buy For: Power, Quality, Performance Always “ Ready to Race ”
CONSUMER INSIGHTS “Great stock setup. Comes with good suspension and hydraulic clutch” “Dirt bikes and supermotos” “Dirt-bikes, parts ” “Dirt bike” “Quality, always on the podium at the major races, I've owned 3 myself and they are very well-built bikes.” When asked, the top two most important things a bike must have is performance and price.
RESEARCH 71% of participants were not aware of the brand KTM Only 2 of our participants named KTM as one of the “Big 5” 47% were only willing to spend $6,000-10,000 on a quality bike
MARKETING OBJECTIVES By the year 2017, KTM plans to: Increase brand awareness by 15% Increase market share value to 7% Expand its growing market in street motorcycles Increase sales in both top KTM bike product categories by 12% Inform the Target Market
CREATIVE BRIEF CONSUMER INSIGHTS “I need a bike to take me to Point A to Point B the quickest” “A full equipped and fuel efficient bike is much needed” “I need a bike that fits me the best” AUDIENCE PROFILE Primary: Competitive 18-34 Millennials Secondary: Competitive 18-25 Millennials in Their Prime Racing Years TARGET MESSAGE Shred the terrain, perform faster with a lighter and more equipped bike. Join the circle of race-winning and class-dominating off-road motorcycles.
CREATIVE BRIEF POSITION Performance and Adventure Bikes Lightweight Material and Fuel Efficient TONE Aggresive Exciting Life On the Edge Thrilling Winner-Mindset MANDATORIES Motorcycles, Price, Color
ADVERTISING MEDIA BILLBOARDS Top 10 Motocross tracks in the U.S. for 2 Years POSTERS Motorcycle stores such as Cycle Gear & Power Sports 200 with Monthly Changes MAGAZINE Dirt Rider and Sport Rider 12 Issues Per Year
DIGITAL MEDIA Hulu Plus 6 Million Account Users Ads between cuts Instagram Ability to Share on Facebook, Tumblr, Twitter Post Around Competitions 300 Million Users Snapchat International Six Day Enduro 1 st , 4 th , and 6 th Day During Event
SALES PROMO RECOMMENDATIONS (Product Placement)
NEW CHARACTER KTM EXC 500
EVENT MARKETING Snapchat Story Coverage ● Live action feed on 3 ● Snapchat has over 500 different days of International million viewers per day Enduro ● Global Awareness ● 3 Pro-Riders strapped with GoPro ● International Six Day Enduro gives a name for KTM
PR RECOMMENDATION 2014: CONCEPT : - 687 media outlets covered the event - 63 major media outlets shared international media coverage ONLINE COVERAGE: - 3,910,858 total online visitors over the 5 months leading up to the festival - Attendance: 900,000 over 11 days - 75-acre Grounds BENEFITS: - public awareness, demonstrations, sampling, STATS: giveaways, and lead generating activities - 37% ages 18-34 ON-SITE: - 47% single - 48% without children - motorcycles and small track for attendees to - 54% annual income $25k-$99k experience the thrill of KTM - Giveaways: hats, bags, flyers for social media
BUDGET BOTTOM LINE Advertising Media 10 tracks* $5000/ 1,200,000 (17.7%) billboard *12 months (Large Billboard) For 200 posters per Advertising Media month. 60,000 (.9%) (Poster) ($2,500)12 months Advertising Media 191,280 (2.8%) $7,970 x 24 issues (Magazine ads) Digital Media (HULU) 3% * 6,000,000 180,000 (2.66%) Digital Media 75,000 (1.11%) (Instagram) Digital Media 4,500,000 (66.52%) (Snapchat) Sales Promotion 50,000 (.74%) Event Marketing 3,000 (.04%) Public Relations 505,400 (7.47%) Total $6,764,680
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