national black mba conference presentation
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fastaffordableeasyclassystrongpersonalnicefriendlyfreshbetterknownyoursdiversefunfuturisticwonderfulfunkycolorfulmacho
Robert CaryShay-Jahen MerrittéEugene Wilson
www.MultiLineConsulting.com
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WAYNE
• 52 Years Old• Electrician• DIYer
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LORI3
• 48 Years Old• Book Keeper• Mother
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MIKE
• 26 Years Old• Insurance Sales• Loves Hip Hop
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BRANDI
• 17 Years Old• High School Student• Volunteers
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41.1 MillionConsumers1
1U.S. Census Bureau, 2008 American Community Survey 2“The African American Market in the U.S., 8th Edition” by Packaged Facts
12.4%000,000,000,0002
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US POPULATION AFRICAN AMERICANCONSUMER POWER
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1U.S. Census Bureau, 2008 American Community Survey
40% OF AFRICAN AMERICANS
ARE IN THESE TEN REGIONS
AFRICAN AMERICAN AUTO MARKET
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BETTERKNOWNYOURS
9
INDUSTRYAVERAGE
Awareness
Level75
Familiarity 34
Positive Opinion 23.8
Consideration 13.4
Intentions 6.1
Shopping 5.3
Retail Share 5.8
76
28
8
7
1.5
1.7
0.9
83
40
16
12
5.1
5.7
3.3
70
28
13
7
2.3
2.3
1.8
THE SALES FUNNEL1GfK- Global Custom Research North America
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INDUSTRYAVERAGE
Awareness
Level75
Familiarity 34
Positive Opinion 23.8
Consideration 13.4
Intentions 6.1
Shopping 5.3
Retail Share 5.8
76
28
8
7
1.5
1.7
0.9
83
40
16
12
5.1
5.7
3.3
70
28
13
7
2.3
2.3
1.8
THE SALES FUNNEL
BETTERKNOWNYOURS
1GfK- Global Custom Research North America
11
INDUSTRYAVERAGE
Awareness
Level75
Familiarity 34
Positive Opinion 23.8
Consideration 13.4
Intentions 6.1
Shopping 5.3
Retail Share 5.8
76
28
8
7
1.5
1.7
0.9
83
40
16
12
5.1
5.7
3.3
70
28
13
7
2.3
2.3
1.8
THE SALES FUNNEL
BETTERKNOWNYOURS
1GfK- Global Custom Research North America
12
INDUSTRYAVERAGE
Awareness
Level75
Familiarity 34
Positive Opinion 23.8
Consideration 13.4
Intentions 6.1
Shopping 5.3
Retail Share 5.8
76
28
8
7
1.5
1.7
0.9
83
40
16
12
5.1
5.7
3.3
70
28
13
7
2.3
2.3
1.8
THE SALES FUNNEL
BETTERKNOWNYOURS
1GfK- Global Custom Research North America
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BETTERKNOWNYOURS
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1J.D. Power and Associates 2010 Initial Quality Study
12217th 15th 19th 24
120 129 109INDUSTRYAVERAGE
nameplates
JD POWER 2010 INITIAL QUALITY STUDY1
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BETTERKNOWNYOURS
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INDUSTRYAVERAGE
86.8%POSITIVE FAMILIARITY POSITIVE FAMILIARITY POSITIVE FAMILIARITY POSITIVE FAMILIARITY
59.8% 74.5%78%
AFRICAN AMERICAN CHRYSLER FAMILIARITY1
1GfK- Global Custom Research North America
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TELEVISIONSOCIAL MEDIA
PARTICIPATION MARKETING
HOW?
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TELEVISION
FOOTBALL
THE SIMPSONS NCIS
MEET THE BROWNS 60 MINUTES
1Nielsen Media Research. Ranked by share of audience watching. Based on live and same day viewing
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PRODUCT LINEUP
Dodge Caliber
Chrysler 300
Jeep Patriot
Dodge Charger
Chrysler Sebring
Dodge Challenger
Dodge Journey
Dodge Caravan
Dodge Nitro
Ram 1500
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MAKIN’ IT....
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SOCIAL MEDIA
“Internet Use Demographics 2009” Quantcast
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SOCIAL MEDIA
“Internet Use Demographics 2009” Quantcast
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PARTICIPATION MARKETING
“Pack the Patriot”
Career Day
Homecoming
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BETTERKNOWNYOURS
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AFRICAN AMERICAN VEHICLE LINEUP
Dodge Caliber Jeep Patriot Chrysler Sebring Dodge Journey Dodge Nitro
Chrysler 300 Dodge Charger Dodge Challenger Dodge Caravan Ram 1500
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INCOME RANGE TYPICAL PURCHASE PRICE
$ 0$ 5,000.00$ 10,000.00$ 15,000.00$ 25,000.00$ 35,000.00$ 50,000.00$ 75,000.00$ 100,000.00
$ 0 $ 3,387.21$ 6,774.42$ 10,161.63$ 16,936.06$ 23,710.48$ 33,872.11$ 50,808.17$ 67,744.23
$ 4,999.00$ 9,999.00$ 14,999.00$ 24,999.00$ 34,999.00$ 49,000.00$ 74,999.00$ 99,999.00
$ 3,386.53$ 6,773.75$ 10,160.96$ 16,935.38$ 23,709.80$ 33,194.67$ 50,807.49$ 67,743.55
PURCHASING POWER
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LEVERAGING MOPAR
$20,000Car Cost
$23,000Total
$3,000Customization
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BETTERHAPPENY-
OURS
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YEAR ONE TIMELINE
SuperbowlIntroduce theWashingtons
My WhipSocial MediaCompetition
JAN 2011
JAN 2012
FEB MAR APR JUL AUG NOV DECSEP OCTMAY JUN
Pack the Patriot Event
CareerFair
Homecoming
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EXPECTATIONS
3-6 MO
36-48 MO
12-18 MO
Are people talking? What are they saying?• Looking for increase in awareness and familiarity• Familiarity increase 1.25-3%• Significant increase in foot traffic and test drives at dealerships, increased internet views, growing presence in blogosphere and social media
Are people buying?• 2-3% increase in market share• $80 million in increased MOPAR revenue• Familiarity increases by 5%• Increase in customers “excellent opinion”• Capture value
Sustainability and Scalability• 14% of total auto market share• Expand strategy to other minority groups, especially Hispanics
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FINANCIALOVERVIEW
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www.MultiLineConsulting.com
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WHAT QUESTIONS DO YOUR HAVE?
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WORKS CONSULTED
1. Are you being taken for a ride?Marjorie Whigham-DesirBlack Enterprise; Apr 1997; 27, 9; ProQuest Direct Completepg. 1232. Car Buying 101Lee Anna JacksonBlack Enterprise; Oct 2004 ; 35, 3; ProQuest Direct CompletePg. 1953. Washington, Frank S: The Power of DesignSavoy 1:1 [February 2005] p. 100 Alternative Journal Title: Emerge4. THE 40 BEST COMPANIES FOR DIVERSITYSonia Alleyne; Nicole Marie RichardsonBlack Enterprise; Jul 2006; 36, 12; ProQuest Direct Completepg. 1005. Chrysler returns to Super Bowl to advertise Dodgehttp://www.usatoday.com/money/autos/2010-01-14-dodge-super-bowl_N.htm?csp=obnetwork6. Chrysler 300 Youtube Channelhttp://www.youtube.com/user/chrysler3007. Chrysler 300 Release Myanmar Commercialhttp://blogs.insideline.com/straightline/2009/12/effective-advertising-new-chrysler-300-commercial-advocates-for-release-of-myanmar-dissident.html8. Dodge Youtube Channelhttp://www.youtube.com/dodge#p/c/F991979364CB7AFC/17/SKIQ0YWL0xs9. Special Edition Mopar Challengerhttp://content.usatoday.com/communities/driveon/post/2010/07/dodge-creates-special-editon-2010-mopar-challenger/110. Proprietary Multiline Consulting Survey
11. U.S. Census Bureau, 2008 American Community Survey12. “The African American Market in the U.S., 8th Edition” by Packaged Facts13. GfK- Global Custom Research North America14. J.D. Power and Associates 2010 Initial Quality Study15. Nielsen Media Research. Ranked by share of audience watching. Based on live and same day viewing16. “Internet Use Demographics 2009” Quantcast