c class media plan - wordpress.com · competitor spending analysis audi a4 - 48m bmw 3 series - 21m...
TRANSCRIPT
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C Class Media Plan
Yimei XuZiyi Xue Xiantong Wang
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Agenda
1. Introduction of Mercedes Benz C class2. Target market and target audience3. Competitor Analysis4. Media Plan
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Target Audience❖ Demographics
➢ The traditional Mercedes-Benz C class target market includes upper-class consumer, aged 40 and up who want a car with luxury-level conveniences and a high-end feel.
➢ Both male and female, college degree or more.
➢ Family household who has annual income over $100,000, including retired people.
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Psychographics
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Competitors
● BMW 3 Series● Audi A4● Cadillac ATS
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Competitor Spending Analysis
● Audi A4 - 48M● BMW 3 Series - 21M● Cadillac ATS - 21M
Total Budget: 36M
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BDI/CDI Analysis
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OBJECTIVE & STRATEGY
• Add media weight for markets with high brand potentials
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Mercedes-Benz C-Class Media Plan
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TV Plan
Network TV• Budget: 14.6M• GRPS: 457• Reach: 90• Frequency: 5
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Spot TV• Budget: 4.5M• GRPS: 185• Reach: 75• Frequency: 2.46
TV Plan
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Cable TV• Budget: 3.4M• GRPS: 241• Reach: 84• Frequency: 2.87
TV Plan
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Magazine
Budget: 8.4M
Reach: 85
Frequency: 10
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Website
Budget: 1.4M
Reach: 106
Frequency: 20
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Radio
Budget: 1.7M
Reach: 75
Frequency: 24
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Thank you