Hyundai Ioniq Media Plan

Serena Haubrich, Amelia Easterbrook, Kara Ojebuoboh

Brand Background
Hyundai Motor Company is a division of Hyundai Kia
Automotive Group
Hyundai Motor Company was established in 1967
South Koreas largest car manufacturer
Sold 4.4 Million vehicles worldwide in 2012
Started selling vehicles in North America in 1986
Hyundai Assurance Program in 2009
Product Features
Available in three version of electric and hybrid power
An all-electric plug-in
Plug-in hybrid
Hybrid power
The base price is expected to start at less than $20,000
Gearbox allows 96% more efficient transmission
New and advanced technology
Better rear-view visibility than the Prius
Forward-collision warning with automatic emergency
background
Target Primary Audience
Young, 20-somethings
Audience College Graduates
Very first new car
Looking for eco-conscious vehicle
Secondary Audience
30-40 year olds
Current owners of a competitive brand
Conquest target
Appreciate eco-friendly vehicles
Competitors
Brand Comparisons
Chevrolet Spark
Has high U.S. retail sales and competitive pricing
Toyota Prius
Known for being a hybrid vehicle with low gas mileage
Honda Fit
Similar pricing to Hyundai IONIQ and is also an entry level vehicle that is ecologically friendly
Nissan Leaf
Competitive brand and competitive price range to IONIQ
Ford Focus
Leads the market in SOV and SOM
Share of Market
Car Car Retail Sales, US 2014 Share of Market (%)
Hyundai Elantra 108264 13.8
Chevrolet Spark 140808 17.9
Toyota Prius 99578 12.7
Honda Fit 51810 6.6
Nissan Leaf 93539 11.9
Ford Focus 292693 37.2
Category Total Sales 786,692
The Hyundai Elantra share of market is 13.8% which means that compared to others in the market
they are selling 13.8% of the cars sold.
Share of Market
Ford Focus is selling the
majority of vehicles in this
market
Hyundai is in third place for
selling most vehicles in this
market
The Focus will be a major
source of competition
Share of Voice
Car Total Carline Spend Share of Voice (%)
Hyundai Elantra $67,845 13.10%
Chevrolet Spark $89,769 17.40%
Toyota Prius $103,557 20.10%
Honda Fit $19,618 38.00%
Nissan Leaf $24,909 4.80%
Ford Focus $210,257 40.80%
Category Total Spend $515,955 100%
The Hyundai Elantra share of voice is 13.10%, which means in comparison to other competitors we
are spending 13.10% of the total amount spent on advertising.
Share of Voice
Ford Focus is spending the most in
this category
Toyota Prius is spending the second
most
Hyundai is fourth in spending for
this category
Hyundai might consider spending
more to be competitive with Ford
and Toyota
SWOT Analysis
Strengths:
Latest and advanced technology
Customizable/available in three versions: hybrid,
plug-in hybrid, and electric to cater towards
customer preferences
Environmentally-friendly
100,000 mile powertrain warranty
Gearbox allows 96% more efficient transmission
Opportunities:
Significantly lower base price than other
eco-friendly cars
Offers alternatives to rising gas prices
Weaknesses:
Lacks 0-30 mph zip of other cars
Bland look that resembles a Prius
Lower-quality materials
Hyundai spends less on advertising than most
competitors
Has a lower share of market than Ford and
Chevrolet
Threats:
Relatively unestablished brand compared to competitors
High number of environmentally-friendly car choices in
the market
New Toyota Prius is being released soon
Model resembles other vehicles in its class
Ford Focus has a 37.2% Share of Market
Ford, Toyota, and Chevrolet spend more money are
marketing and have a larger SOV
Hyundai Elantra Brand Development Index
The strongest markets
are in Miami, Phoenix,
and Tampa
The weakest markets are
in Orlando and Detroit
Miami, Phoenix, and
Tampa would be good
places to test the IONIQ
because Hyundai has
high market share in
these locations.
Category Development Index
The highest CDIs are in Miami,
San Francisco, and Washington
D.C. respectively. This means that
the category as a whole is strong
in these areas. The lowest CDIs
are in Orlando, Detroit, and New
York.
Simmons Analysis - Hyundai Elantra
18-24, Asian, make $30,000-39,999 a year.
Hobbies: education courses, go karting, painting, and going to the beach
Preferred Magazines: Elle Decor, PC Magazine, Marie Claire, and other budget
travelling magazines.
Websites: united.com, chowhound.com, bedbathandbeyond.com
Simmons Analysis - Honda Fit
25-34, white and make $40,000-49,999 a year.
Hobbies: Playing musical instruments, playing bingo, going to bars/nightclubs,
and visiting state fairs
Preferred Magazines: Runners World, GQ, Sky, and Mens Fitness
They visit websites such as rei.com, wellsfargo.com and ikea.com.
Simmons Analysis - Nissan Leaf
45-54 year old, white, females that have at least graduated college.
Married and have a household income of $100,000 or more
Main Forms of Media: Internet
Spend some time outdoors and listening to the radio
Prefered Magazines: Wired, Food & Wine, National Geographic, Texas Monthly,
and USA Weekend.
Hobbies: Reading gaming magazines, education courses, visiting a zoo, going to
bars, nightclubs, and dancing, and gardening.
Simmons Analysis - Ford Focus
25-34 year old white, employed males that have some college education.
Annual Income: $20,000-$29,000
Hobbies: going to bars, nightclubs, and dancing, going go carting, playing a musical
instrument, visiting state fairs, and refinishing woodwork and furniture.
They are medium users of the radio and television.
Main Forms of Media: Internet, Outdoor
Preferred Magazines: Rolling Stone, Mens Fitness, GQ, and Entertainment Weekly
Preferred Websites: hallmark.com, insurance.comparison.org, vevo.com,
justjared.buzznet.com, entretenimiento.univision.com, myspace.com,
americanexpress.com, and smokerssignup.com.
Simmons Analysis - Toyota Prius
55-64 years old, closely followed by 45-54 years, slightly male skewed
Mostly Asian or White
Completed grad school or college, are married, and homeowners
Salary: $100,000+
Preferred Media Outlets: Outdoor and Internet
Preferred Magazines: The Economist, The Atlantic and The New Yorker
Hobbies: educational activities, including education courses, visiting museums,
playing instruments, gardening, and bird watching
Simmons Analysis - Chevy Spark
Employed, single, white, female homeowners
Age: 45-54 who have completed high school or some college.
Annual Income: $40,000-49,000 annually
Main forms of Media: Outdoor, radio and television
Hobbies are playing bingo, woodwork, educational courses, scrapbooking and
painting/drawing.
Self, Fitness, All You, Food & Wine and Martha Stewart Living are their
magazine preferences, indicating an interest in food, homemaking and
health/fitness.
Objectives and Strategies
Media Who
18-24 years old
Objectives Male
College Graduates
Very first new car
Looking for eco-conscious vehicle
Asian
$30,000-$39,999
Where

Combination of national, regional, and local
Local
Miami and Tampa- have the highest BDI and
highest CDIs
Greatest market for this brand and this type
of car
National - To create national awareness and conquest
other competitor car buyers
Regional
Greater Miami area
Hyundai is a very strong brand in this area
Northern California
This category is very strong in San Francisco
and would be a good place to conquest
consumers
When January and February
Launch; introductory period
Major promotional period
March-May
Sustaining period
Low pulse
June-August
High pulse of advertising due to seasonality
September-October
Sustaining period
Low pulse
November and December
High pulse of advertising due to holiday season
 Heavy outdoor users
What Do not use radio regularly
Magazines
Elle Decor, PC Magazine, Arthur Frommers Budget
Travel, Petersons 4 -Wheel and Off-Road, Prevention and
Marie Claire
Leisure
Education, go carting, card games, painting, drawing,
sculpting, playing a musical instrument and going to the
beach or lake
PC Websites
Subway.com, chowhound.com, groups.google.com,
123greetings.com, my.msn.com, and buycheapr.com
Mobile Websites
Mobileunited.com, bedbathandbeyond.com,
mcdonalds.com, bn.com, fingerhut.com, papajohns.com,
cbs.com
Budget
Spend 30% on outdoor spending (Q1)
Our audience spends a lot of time outdoors and would be likely to be
exposed to Hyundai media
Spend 10% on internet spending (Q5)
The internet will help generate awareness for the IONIQ and its
features
Spend 20% on Print (Q5)
Spend 40% on television media
Television media will reach many consumers who have previously
purchased the Honda Fit and the Ford Focus (Q4)
Communication Goal
Reach Emphasized
Because the Ioniq is a new product for Hyundai we want to
emphasize reaching the target audience
Create awareness through promotion
Promote IONIQ features
Create awareness and preference for IONIQ
Attract first new car buyers
Generate excitement
For eco-friendly electric or hybrid economy car
Promotional Requirements
Concentrate spending on outdoor media
Local billboards will direct drivers towards the nearest Hyundai dealership
Advertise in malls, bus stops, and charging stations
Help with sustaining the launch activity
Internet media
Use various social media platforms to generate awareness and direct potential customers to the
Hyundai website
Make banners and website ads that connect customers to the website
Videos that highlight features of the IONIQ
Television media
Create commercials that advertise locally
News channels for local advertisements
Purchase spots during popular television programs
Help announce IONIQ by displaying features and appearance of vehicle
Media Strategy
Pulsing
Heavy Intro for maximum awareness of launch
Reach
Print and outdoor are the main forms of media used, while internet and television are
supplemental due to their lower media quintiles. This media mix reaches our target
audience and secondary audiences and maintains a steady presence in the eyes of
consumers. Print will provide national coverage, while television and outdoor focus on
local and regional areas. These areas include Miami, Tampa, and San Francisco among
others due to their high BDIs and CDIs. The pulsing strategy also focuses on
seasonality, specifically the launch, the summer months, and the holiday season.
Media Quintiles
Radio Quintile 5 (Low)
TV Quintile 4
Internet Quintile 5
Outdoor Quintile 1 (high)
Meet the Andrew is a recent college grad, age
Primary 23
Audience: Asian
Hometown: Miami, Florida
Andrew Lee
Enjoys reading GQ, going to the
beach and go karting with his friends
Is looking for an eco-friendly car to
start his post-grad life
Outdoor
Budget: $5,616,000
Placed in San Francisco, Washington DC, Tampa, Phoenix, Miami, Boston,
Houston, Atlanta, Denver
Based on highest BDI and CDI
100 showings in each market
TV
Budget: $11,879,914.
We chose to focus on regional coverage because TV is so expensive, in Miami,
Phoenix, Tampa, San Francisco, and Washington D.C.
We will focus our coverage among early morning, primetime, sports, late news,
and cable dayparts.
Print
Budget: $5,908,596
Print
Popular magazines for Hyundai customers and their competitors
Magazines reach both male and females, match the target audience, and have high
circulation
Have effective CPMs
Magazines have national reach
Consistent flighting; layered in heavy months
High Pulses: Covers and full-page color ads
January, February, June, July, August, November, December
Low Pulses: Half-page color ads
March, April, May, September, October
Print
Covers Full Page Ads & Spreads Half Page Ads
Start campaign Used in launch and Less impact
Most impactful high pulses Remind the readers
High Reach High impact and high
Used in launch and reach
high pulses
Internet
Impressions
$300,000 per general interest site
75,000,000 general interest
$750,000 per automotive site 60,000,000 automotive
Mix of leaderboard and skyscraper Total: 135,000,000
ads
$20 or $25 CPM Takeovers
Websites MSN, AOL
United.com Total Spent:
Chowhound.com $3,910,000
Bedbathandbeyond.com
Bn.com
Fingerhut.com
Kbb.com
edmunds.com
Added Value
Run an e-newsletter featuring the Hyundai Ioniq with their
digital publication with purchase of 6 placements
Bonus ad with purchase of 20 placements
Website banners with purchase of 2 covers
Publication promoted email blasts with 3 placements
Highlight the Ioniq in the advertorial section
Feature a Ioniq vehicle at a magazine event with purchase
of 5 placements
Budget Outdoor: $5,616,000
Breakdown TV: $11,879,914
Print: $5,908,596
Internet: $3,910,000
Total: $27,314,510
Appendix
Outdoor Calculations
Outdoor Flowchart
Print Calculations
Print Schedule
Internet Calculations
Internet Flowchart
TV Calculations
TV Flowchart