Situation.

With the rise of electric cars, an automotive company was launching a new alt-fuel vehicle. This was different than previous launches because they would be creating a new car category using hydrogen batteries. Historically, marketing had invested heavily in TV. The Chief Research Officer wanted to evaluate if this would still work for the new launch, or if there was a more efficient approach to consider.

Car

Insight.

Concentric Market® revealed that lifting awareness and perceptions in the alt-fuel market would have the highest impact on sales.

Question.

What if we change our marketing mix?

  • arrowThe team used Concentric Market® to model many options.

The Concentric Market® model forecasted that sales targets would be met with a lower marketing budget if the marketing budget was reallocated to PR and autoshows.

Arrow

Marketing Mix

Show Concept Viewership Marketing Mix

Impact.

Reduced marketing costs by 60% and exceeded launch sales goals.

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