1. Azera Competitive Case Study By Jena Silverman

3. Azera’s Competition

4. Toyota Avalon

5. Buick Lucerne/LeSabre

6. Buick LaCrosse

7. Competitor’s Launch Overview

8. Launch/Redesign

9. Spending and Sales

10. Media Mix

11. TV, Print and OOH

12. Creative

15. Switch to more fuel-efficient vehicle

16. Vehicle design is outdated

17. Feel of an “old person” car

18. Need for speedPrimary Competitors Toyota Avalon ($32,445) Nissan Maxima ($30,810) Buick LaCrosse ($26,495) Ford Taurus ($25,170) Sources: Azera Exchange and autos.msn.com

19. 2005 Toyota Avalon

21. First introduced to the public at the North American International Auto Show in January 2005

22. Offered in four model options:

23. XL

24. Touring

25. XLS

26. Limited

27. Highlights:

28. 280 hp, 3.5L V-6 engine

29. 22 mpg city and 30 mpg highway

30. Ultra Low Emissions Vehicle ratingSource: http://www.autonews.com/apps/pbcs.dll/article?AID=/20050117/ANA/501170752

32. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100

33. Even with a major decrease in spending from February to March, launch sales continued to increase

34. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales Sources: Polk , Auto News, and Kantar *Includes Factory and Dealer Association

36. Magazines: $13,134,400

37. Spot TV: $8,019,900

38. Cable TV: $4,088,900

39. US Internet: $957,600

40. Natl Newspaper: $245,500

41. B-to-B: $15,000ota factory spent the most on Network TV (41%) February-April Insight: Launch had heavy factory spending in Network TV, then abandoned TV to sustain run in magazines and Spot TV (sustain spot TV had 50/50 factory and dealer spending) May-July Source: Kantar *Includes factory and association ** Dealer Association Spending

43. Exclusive to DVD set

44. Mini movie bridges the gap between season 4 and season 5

45. A “making-of” special on the mini movie was shown on the Fox Movie ChannelInsight: with this campaign, less news programs were used and Toyota chose to incorporate more prime time programs Sources: Kantar and http://adage.com/article/news/toyota-vehicles-integrated-fox-s-24/47653/ Source: Nielsen 9/28/09-2/21/09 and 9/27/10-2/27/10 Excluding Sports

47. News

50. Auto sponsor of event

51. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example

52. Sponsored ContestInsight: Target market included both men and women upscale consumers with a clear interest in business and politics but also maintain a variety of upscale hobbies http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html Sources: Kantar and Source: Nielsen Aggregate Avg. Rtg. 09/28/08-2/28/09 and 9/28/09-2/28/10

54. Cartoonish/fairytale feel depicted in all forms of media

55. TV creative show everyday objects coming to life such as plastic flamingos or birds made from newspaper flying past the vehicle

56. Bright colors are used throughout causing the vehicle to stand out of other commercials and ads.Print TV Source: Kantar

57. 2000 Toyota Avalon

59. Second generation of Toyota Avalon since entry in 1995

60. Two Models:

61. XL

62. XLS

63. 3.0L V6 Engine with 210 hp

64. 21 city mpg and 29 mpg highwaySource: www.cars.com/toyota/avalon/2000

66. From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600

68. Magazines: $7,804,000

69. Spot TV: $ 5,844,900

70. Cable TV: $2,280,900

71. Sunday Mags: $307,200

72. National Newspaper: $136,800

73. B-to-B: $53,300Source: Kantar *Includes factory and association **Dealer Association Spending

75. Print creatives were not cohesive

76. Affluent theme portrayed in some print creatives promoting the new spacious interior and the higher quality materials incorporated in vehicle

77. In other creatives, the question of “sparkling or still” compares the redesigned vehicle to eating at an upscale restaurant Source: Kantar *TV creative could not be found for this year

79. In 2000 their focus was for consumers to perceive the Avalon as a more luxurious and upscale vehicle

80. In 2005 their focus was to portray the Avalon as a more fun and stylish vehicle

81. Both Avalon launches were launched and abandoned by Toyota

82. Spending vs Unit Sales 2005: as launch and sustain spending decreased, units sold increased. This could be a result of increased spending on Spot TV and attracting consumers on a local level.

83. Spending vs Unit Sales 2000: a consistent fluctuation of launch and sustain spending led to an continuous increase in units sold. Most of launch and sustain spending was allocated to TV instead of print which could have helped to increase sales because of the mass reach.

84. Overall, each launch and sustain appeared successful because in both launches Toyota incrementally decreased while unit sales continuously increased

85. Creatives: Print and TV

86. In 2000 Toyota decided to go with more of a luxurious and upscale theme and then in 2005, Toyota chose to portray Avalon as a more fun and whimsical vehicle

87. Avalon shifted focus on affluent males in 2000 to a campaign focused on bothwomen and men consumers in 2005

90. Replaces both the LeSabre and the Park Avenue

91. Four Model Options:

92. CX

93. CXL V6

94. CXL V8

95. CXS

96. Engine options:

97. 197 hp 3.8L V6

98. 275 hp 4.6L V8

99. 19 mpg city and 28 mpg highwayhttp://www.autonews.com/article/20051108/SUB/511080701

101. Launch sales also experienced a substantial increase when sales jumped by 2,429 units from October to December and continued to increase by 3088 in January

102. Sustain spending dramatically increased from January to February by $11,503.1 and then decreased in March by $5,854,300Sources: Polk and Auto News *Includes Factory and Association

104. Magazines: $10,898,400

105. Local Mags: $140,300

106. Natl Newspaper: $4,720,600

107. Newspapers: $2,945,000

108. Network TV: $24,398,300

109. Spot TV: $4,752,500

110. Syndication: $258,800

111. US Internet: $2,557,700October-December Insight: in both the launch and the sustain TV was the biggest spend Buick Factory spent the most on Network TV (38%) January-March Source: Kantar *Includes factory and association **Dealer Association Spending

112. TV Launch and Sustain Spending: $42,460,100 Popular Networks Used: Featured on “The Apprentice: Martha Stewart” and also “Martha Stewart Living” *More info on OOH slide Insight: seems like more affluent networks such as news and leisure networks are being incorporated into this campaign http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:

113. Print Launch and Sustain Spending: $18,704,300 Popular Magazine Categories Used: Finance Travel and Leisure Golf and Cars Target Market: a more established consumer with a strong interest in the economy but also has other hobbies

115. Lucerne VIP Premiere Nights:

116. Elements of the Lucerne VIP Premiere Nights were featured on Martha Stewart Living on December 1, 2005 which included a recreated scene from Stewart’s 20-page guide the “Perfect Party Handbook” (brought to viewers by Buick)http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:

118. Both print and TV creatives focus on the newly redesigned interior and exterior styling of the vehicle

119. TV commercials contained basic information about the Lucerne, no real theme to the campaignPrint TV Source: Kantar

120. Buick LeSabre 2000

122. 19 city and 30 highway mpg

123. Two Model Options:

124. Custom

125. Limited

126. Goal: to attract younger, more family-oriented buyers http://www.autonews.com/article/19981123/ANA/811230711 http://www.edmunds.com/buick/lesabre/2000/ http://autos.msn.com/research/vip/Spec_Glance.aspx?year=2000&make=Buick&model=LeSabre&trimid=1733

130. Magazines: $1,427,400

131. Sunday Mags: $878,500

132. Natl Newspaper: $493,500

133. Newspapers: $904,000

134. Network TV: $10,171,400

135. Spot TV: $8,518,200

136. Syndication: $765,200Sources: Polk and Kantar *Includes Factory and Association **Dealer Association Spending

139. Consumers who purchase an OnStar-equipped Lucerne receive two round-trip airline tickets to anywhere in the USA, Canada or the CarribbeanTiger Woods made his debut as a new spokesperson on Feb. 12-13 at the Buick Invitational Golf Tournament

141. Updated and redesigned version with a better price point for Buick’s target market

142. Use of Martha Stewart in the Lucerne’s 2005 campaign helped to attract an older audience, not just women but men as well

143. Integration with NBC’s Apprentice helped to reinforce this and promote the new Lucerne vehicle

144. In October of 2005, Buick only sold 285 Lucerne vehicles and then drastically increased their sales to 2724 vehicles in November

145. This could be due to a slight increase in spending and launch exposure of the vehicle

146. 2000 was a big year for Buick with the introduction of Tiger Woods as their new main spokesperson

147. This strengthened their partnership with the PGA Tour which included their Buick Open golf tournament

148. Buick is consistently focusing on an older generation of consumers (baby boomers) in 2000 but is still reinventing the vision of the brand

149. Adding new features and updating the interior and exterior styling of the vehicle

150. TV integration on the Sopranos maintains Buick’s focus on the baby boomer generation but also exposes the vehicle to other viewers who follow the programhttp://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:

151. Buick LaCrosse

153. 17 mpg city and 28 highway

154. Three Model Options:

155. CX

156. CXL

157. Super

158. Buick’s Goals: focus on quality and long term dependabilitySource: http://www.autonews.com/article/20090622/RETAIL/306229845

162. Cable TV: $9,570,900

163. Sunday Mags: $117,800

164. Local Mags: $129,500

165. Magazines: $24,586,600

166. Hispanic Newspapers: $67,700

167. Natl Newspapers: $3,267,800

168. Newspapers: $8,024,800

169. SLN TV: $1,909,400

170. Spot TV: $3,365,300

171. Syndication: $3,307,800

172. US Internet: $4,058,000

173. Outdoor: $1,269,500

174. Natl Spot Radio: $357,400

175. Network Radio: $64,900July-September Insight: Buick chose to spend the most on magazines for the launch and then sustain with high spending in both TV and magazines October-December Source: Kantar *Includes factory and association **Dealer Association Spending

177. Location: Grand Blanc, Michigan

178. PGA Tour coverage by the Golf Channel promotes interactive zone at the 17th hole and the newly redesigned Buick Lacrossehttp://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html

179. Print Launch and Sustain Spending: $36,194,200 Popular Categories Used: Sports and Leisure News Ethnic Target Market: ethnic magazine choices show that Buick is trying to appeal to consumers of all races but still maintaining their established audience Source: Kantar

181. Inspired feud between BMW and Audi

182. Buick Open Golf Tournament

183. No. 17 hole Lacrosse Landing interactive zone

184. Fans invited to become members to gain admission (free)

185. Get your swing analyzed by GolfTec System

186. Experience the new features of the vehicle

187. Complimentary sleeve of golf balls and exclusive access to new bleacher seating and viewing areashttp://adage.com/article/news/marketing-buick-pokes-fun-lexus-ads/139029/ http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html

189. TV commercial “Crosswalk” features pedestrians stopping in the middle a crosswalk admiring the new redesigned Buick Lacrosse

190. Print carries on that idea by stating “you be the judge” encouraging consumers to research the car a little deeperPrint TV Source: Kantar

191. Buick Lacrosse 2005

193. 20 mpg city and 29 mpg highway

194. Three Model Options:

195. CX

196. CXL

197. CXS

198. Two Engine Options:

199. 200 hp 3.8L V6 (CXS)

200. 240 hp 3.6L V6Source: http://www.autonews.com/article/20040209/SUB/402090795

202. From April to June launch gradually decreased which caused sales to decrease by 2.085 units in May but then increase by 4,167 in June

204. Magazines: $9,773,100

205. Local Mags: $62,400

206. Natl Newspapers: $4,120,900

207. Newspaper: $7,747,300

208. Hispanic Newspaper: $2,400

209. Network TV: $23,167,900

210. Spot TV: $11,344,100

211. Syndication: $1,023,200

212. US Internet: $1,619,200Sources: Polk and Excel Pivot Table *Includes Factory and Association

214. Both print and TV aspects feature Tiger Woods as the new spokesperson

215. Luxury feel to the campaign as Tiger Woods is dressed in a suit driving the Lacrosse/posing next to the vehicleSources: Kantar and YouTube

217. Introduced in June and then changed in September

218. Represents the Lacrosse going “upscale”

219. “A luxury sedan that legitimately competes with Lexus, Acura and BMW”

220. New target market 2009: late boomers aged 46-55 (10 years younger than current Buick buyers)

221. Slightly different target than 2005 Buick Lacrosse campaign: 40-59

222. Creatives:

223. In 2005, Buick decided to focus their campaign around their new spokesperson Tiger Woods but in 2009, they shifted their campaign focus to accentuate the redesigned features of the vehicle

224. More money spent on TV than print in 2005 but then in 2009 Buick decided to spend more money on print than TV

225. 2009: “EX your Lexus”: use of direct competitors in billboards to attract attention to Buick billboards, which received coverage by various auto blogs and advertising websites

226. Continued focus on directly competing with Lexus

227. 2005 Lacrosse compared with a well equipped Lexus ES

228. In 2005 Buick shifted it’s campaign focus to quality and long-term dependability

229. Buick ranks 2nd in long-term dependability behind Lexuswww.welovebuicks.com/news/5-15-2005.html Sources: Kantar and

230. Executive Summary

231. Executive Summary Toyota Avalon Overall Campaign Goals: 2005: make the Avalon more powerful, more stylish, and larger 2000: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle Buick Lucerne/Lesabre Overall Campaign Goals: 2005: offer a quieter, safer and more stylish vehicle 2000: to attract younger, more family-oriented buyers Buick Lacrosse Overall Campaign Goals: 2009: attract a new target market that is 10 yrs younger than current target market (late boomers) 2005: focus on quality and long term dependability Photos: www.bing.com/autos/research

232. Appendix

234. Promoting the high quality of Toyota vehicles

235. Vehicle embodies the luxury appeal of a Lexus without the high price

236. Toyota seems to be targeting a more youthful-boomer consumer

237. Use of established but stimulating magazines and TV programs

238. Mindset of “even though you’re a boomer, you don’t have to drive like one”

239. Toyota was executing a brand campaign while launching the 2000 Toyota Avalon to increase brand opinion while drawing attention to the newly redesigned vehicle

240. Seems like they are trying to attract more women consumers to their brandbased on their sponsorship of Glamour Magazine’s “Women Of The Year Awards” and Oprah’s “Live Your Best Life tour

242. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100

243. Even with a major decrease in spending from February to March, launch sales continued to increase

244. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales Sources: Polk and Auto News

246. From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600

247. Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle*Unit sales not available for 1999 *Sources: Polk and Auto News

249. Auto sponsor of event

250. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example

251. Sponsored Contest: winner received their own series of life-coaching seminarshttp://www.theautochannel.com/news/2005/05/13/076229.html http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html

252. Buick Lucerne 2005

253. Buick LeSabre 2000

256. BUICK LaSabre and Buick Lacrosse 2005 Please use the below templates for the previous launch models of Buick LaSabre and Buick Lacross 2005…

257. Spending, Sales, and Media Mix

258. TV and Print Details TV Spending: $XX Place logos Categories Print Spending: $XX Place book covers Categories Creative Place pictures and add a caption of basic description

259. TV Spending, Networks, and Insights Launch TV Spending: $19,249,000 Popular Cable Networks Used: Insight: seems like they are targeting a more mature audience who enjoys watching the news but also keeps up with world/celeb events Source: Kantar

260. Print-Toyota 2000 Launch Print Spending: $8,248,000 Popular Magazines Categories Used: Business Epicurean Travel Insight: target market was affluent males that enjoy leisure activities such as traveling and food tasting Source: Kantar

263. USA

264. Golf

265. News Channels

266. HGTV

268. Owned by New Jersey State Assemblyman Ronald Zellman who is played by guest star Peter Riegert in the episode

269. Quick glimpse of character’s license plate and Buick emblem http://www.imcdb.org/vehicle_26402-Buick-LeSabre-2000.html

270. Print-Buick Lesabre 2000 2000 Print Spending: $3,703,400 Popular Magazine Used: Golf World AARP O Magazine Sports Illustrated Time Target Market: mature consumers from both sexes that have a variety of such as sports and world news

272. ESPN

273. ABC

274. A&E

275. Discovery Channel

277. Shortened versions of Buick commercials played before each recap

278. Product integration: Lacrosse featured on an episode

279. Extension of TV series sponsorshiphttp://adage.com/article/news/buick/105207/ http://trishield.com/buick-021705a-release.shtml

280. Print-Buick Lacrosse 2005 Total Print Spending: $34,623,700 Popular Magazines Used: Time Golf Digest Food Network Essence Newsweek Ebony Target Market: multi-racial audience with an interest in current events and more sophisticated hobbies