Transcript Mitsubishi Motors Company

Mitsubishi Motors
Corporation
Kameron Williams, Karla Kunz & Regina Low
MMC
• Mitsubishi Motors Corporation
• Japanese company with strong GermanAmerican Alliance
• Partner with Daimler-Chrysler
Corporation
– Owns 37%
• Publicly Traded company based in Tokyo,
Japan
MMC (cont.)
• 1917: Produced first automobile
• 1970: Began selling automobiles in the US
under the Chrysler brand
• 1981: Created MMNA (Mitsubishi Motors
North America)
– Including United States, Puerto Rico,
Caribbean
MMNA
• Mitsubishi Motors North America
• Fastest growing Japanese automaker in
North America
• 1988: Started building cars in America
using Japanese parts
• 2002: Expanded into Canada
• 2003: Expanded into Mexico
Manufacturing
• Most cars manufactured in Japan and
exported to America
• 2 units of automobiles assembled in
Normal, Illinois with parts from Japan
– Eclipse
– Galant
• Reasons:
– Most popular cars in the North America
– Easier to meet the American Standards
Product Line
CARS
SUVS
Eclipse
Eclipse Spyder
Lancer
Lancer Evolution
Diamante
Galant
Endeavor
Montero
Montero Sport
Outlander
WAKE UP
AND DRIVE!
“Wake up and Drive”
• Most recent campaign
• Automobiles included:
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Eclipse
Lancer
Endeavor
Outlander
• Talk about the car and
watch the commercial
for it.
• Look for campaign
slogan
• Who is driving the car
– Age
– Gender
– Dress
• Driving conditions
– Day or night
Eclipse
• Starts at $18,200
• 2 door sports coupe
• Target:
– 18 to mid-twenties
– Male and female
– Single
– Middle-class
• Position displayed in
commercial
Lancer
• Starting at $14,000
• 4 door sedan
• Target:
– 18 to mid-thirties
– Male and female
– Single or married
– Lower to middle class
• Position displayed in
commercial
Endeavor
• Starting at $26,000
• Full size SUV
• Target
– 25 to forties
– Young families
– Middle to uppermiddle class
• Position displayed in
commercial
Outlander
• Starting at $19,600
• Mid-size SUV
• Target
– 25 and up
– Wide buyer market
– Lower-middle to
middle class
• Position displayed in
commercial
Statistics
• Mitsubishi has the second youngest
demographic of all foreign automakers in
the United States.
• They are second to Volkswagen.
– Average age of a Volkswagen owner is 37!
– Average age of a Mitsubishi owner is 38!
ARE YOU IN?
www.mitsucars.com
Deutsch Inc.
Advertising Agency
for Mitsubishi
Highlights
• Started out as David Deutsch Associates,
Inc. in 1969 in New York City.
• Started as a creative boutique. Now they
are a full service agency.
• In 1984 Donny Deutsch became the CEO
and changed the name to Deutsch Inc.
• In the 1990’s they developed a reputation
for having smart, effective, bold and
creative work.
Highlights
• In 1995 Deutsch LA opened.
• It had a reputation as one of the strongest
creative agencies on the West Coast.
• Grew from 8 people to 300 people in the
first 4 years!
• In November of 2000, Deutsch Inc. was
acquired by the Interpublic Group of
Companies (IPG), a publicly traded
company on the New York Stock Exchange.
Timeline
• 1969: Founded by David; known for tasteful, wellcrafted print work
– Clients included: Oneida Silversmiths, Gulf Air and Damon
Sportswear
• 1980: Donny joins
– Total Billings: $12 million
• 1984: First T.V. ads done for Tri-State Pontiac Dealers
Association; Donny named president and CEO and
renames company
• 1989: IKEA added
– Total Billings: $70 million
• 1990: David retires
Timeline
• 1992: Donny works as a consultant for the ClintonGore campaign
– Total Billings: $135 million
• 1993: Lenscrafters added
– Total Billings: $180 million
• 1995: Deutsch LA is opened
– Total Billings: $330 million
• 1996: directDeutsch launched
– Total Billings: $379 million
• 1997: iDeutsch launched
– Named: Adweek Eastern Agency of the Year
– Total Billings: $500 million
Timeline
• 1998: Won Mitsubishi campaign- worth was $250
million consolidated
– Named: Adweek National Agency of the Year
– Named: Advertising Age National Agency of the Year
– Total Billings: $800 million
• 1999: Began PR/Promotions; First integrated
pharmaceutical business from Pfizer
– Named: Adweek National Agency of the Year
– Total Billings: $1.2 billion
• 2000: Became part of IPG Network
– Deutsch LA named: Adweek Western Agency of the Year
– Total Billings: $1.5 billion
Timeline
• 2001: Nearly Tripled revenue in three years!
– Named: Adweek National Agency of the Year
– Total Billings: $2 billion
• 2002: Opens up offices in Toronto, Canada and
Miami, Florida
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Named: Advertising Age National Agency of the Year
Named: Adweek National Agency of the Year
iDeutsch named: Adweek Interactive Agency of the Year
Total Billings: $2.4 billion
Locations
• New York City,
New York
• Chicago, Illinois
• Los Angles,
California
• Toronto, Canada
• Miami, Florida
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More Deutsch Inc.’s
Advertising Campaigns:
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Almay*
Bank of America *
Coors Light
Directv
Expedia.com
J.D. Edwards
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Lenscrafters*
MCI *
Mitchum*
Mitsubishi Motors of
North America
• Monster*
* Indicates client in New York. All others clients in LA.
More Deutsch Inc.’s
Advertising Campaigns:
• Novartis Lamisil*
• Novartis Zelnorm*
• Real California
Cheese
• Revlon*
• Snapple*
• Starwood Hotels and
Resorts*
• Tommy Hilfiger*
* Indicates client in New York. All others clients in LA.
Advertising for
Mitsubishi
• Television
• Radio
• Print
• Banner
• Website
• Brochures
• Outdoor
• Direct Mail
Mitsubishi Campaign
• In the 90’s Mitsubishi recognized a problem:
– How could they establishing a clear image with their
potential American customers?
• Wanted to create an offbeat, hard to forget TV ads.
– “Little Pieces of Entertainment”
• In 1998 a concept was developed:
– Show what young people like to do in their cars: sing
along with the radio.
• Deutsch preferred to feature unusual music.
– Example: “Start the Commotion”
Impact
• BIG car buying response to their ads.
– Sales 1997: 200,000 units
– Sales 2001: 322,393 units
– Goal is to hit 500,000 in the next 5-10 years
• High Brand Awareness was created in
young customers.
– Increased 39% in 3 years
• Deutsch LA won 8 awards for television,
radio, and print ads for “Start the
Commotion.”
Other Mitsubishi
Campaigns
• "Ready to Go" Republica
– 1999 Galant Launch
• "Lust for Life" Iggy Pop
– 1999 Galant Launch
• "Spybreak!" Propellerheads
– 2000 Galant
• "Ooh La La" (Re-recorded)
– 2001 Galant
Other Mitsubishi
Campaigns
• "Crazy Train" Ozzy Osborne
– 1999 Montero Sport
• "Superfly" Curtis Mayfield
– 2001 Montero Sport
• "Get What You Give" New Radicals
– 2001 Montero
• "20th Century Boy" T-Rex
– 2001 Montero Sport
Other Mitsubishi
Campaigns
• "Pick Up the Pieces" Average White Band
– 2000 Eclipse
• "In the Meantime" Spacehog
– 2000 Eclipse
• "Ladyshave" Gus Gus
– 2001 Eclipse
• "I See You Baby" Groove Armada
– 2001 Eclipse Spyder
Other Mitsubishi
Campaigns
• "Start the Commotion" Wiseguys
– 2001 Eclipse
• "Shaft" (Re-recorded)
– 2001 Eclipse Spyder
• "Days Go By" Dirty Vegas
– 2003 Eclipse
Other Mitsubishi
Campaigns
• "One Week" Barenaked Ladies
– 2002 Lancer
• “Breathe” Telepopmusik
– 2003 Outlander
• “Low Fashion Lovers” The Clone Defects
– 2003 Lancer Evolution
www.deutschinc.com