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Year 9 > [Com] VOLVO truck advertising campaign (Semester 2) > Flashcards

[Com] VOLVO truck advertising campaign (Semester 2) Flashcards

1
Q

How many truck lines does VOLVO have currently?

A

11

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2
Q

How did VOLVO apply product strategies?

A
  • Differentiated product lines by adding unique features to each line
  • Kept quality of parts premium in line with brand reputation
  • Added ‘modular’ concept that allowed driver to customise truck to exact needs
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3
Q

What were the two truck lines launched in 2012?

A

The Volvo FM and FH.

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4
Q

What was the selling point of the Volvo FH?

A

The ultimate long-haul truck: Makes you more productive

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5
Q

What was the selling point of the Volvo FM?

A

Flexibility in different situations (e.g. motorway to city)

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6
Q

How did Volvo apply promotion strategies?

A

By using the STP model.

  • Applying market segmentation
  • Identifying target market as being comprised of ordinary people
  • Targeting truck drivers who wanted a premium product / possible influencers
  • Positioning through their Live Test series, a press launch and trade show unveilings.
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7
Q

What does the STP model stand for?

A

Segmentation, Targeting and Positioning.

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8
Q

How did Volvo apply segmentation?

A

By approaching Forsman and Bodenfors for a fresh start.

  • Researched target market (truck buyers)
  • Found that truck buyers had emotional connection with truck
  • Found influencers (people surrounding driver)
  • Revelation: people were ordinary
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9
Q

How did Volvo apply targeting?

A
  • targeted high-end markets

- aiming for broader audience to reach influencers

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10
Q

How did Volvo apply positioning?

A
  • Live Test series (YouTube): catering to broad audience
  • Press launch / ‘world premiere’ of Volvo FH series (multiple locations physically simultaneously / live stream): catering to journos, truck drivers, interested people
  • Trade show unveilings: catering to truck drivers / industry people
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11
Q

What was the context for the Live Test series?

A
  • Forsman & Bodenfors given B2B campaign brief (business to business)
  • small budget
  • wanted to differentiate from traditional marketing
  • research showed that campaign would be more ‘consumer’ like in broad media
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12
Q

How did they decide to distribute the Live Test series?

A

Viral marketing campaign: YouTube + PR

  • unusual choice
  • contrasted traditional strategies of competitors
  • relies on quick sharing of content, not promotion of airplay so requires little budget
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13
Q

Why distribute the Live Test series via YouTube?

A
  • Exclusive location
  • Hotspot for viral videos
  • Digital location facilitates quick sharing
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14
Q

How did PR assist in facilitating the Live Test campaign?

A
  • Press information distributed online for news media / bloggers
  • Facilitated sharing of story
  • Facebook channel provided free reach
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15
Q

How did Volvo apply price strategies?

A
  • Targeting high-end / premium market in line with brand values
    • quality, safety and environmental care
  • Cost plus pricing: Volvo marks up vehicle in order to make profit.
  • Premium pricing: matching brand message of ‘premium ownership experience’
  • Optional pricing: Accessories sold with truck (etc. equipment packages, hardware, electronic/software)
  • Competitor’s pricing
    • Modular chassis / customizable nature of trucks challenges usual pricing of trucks (one purchase for everything)
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16
Q

How did Volvo apply cost plus pricing?

A
  • Volvo marks up vehicle in order to make profit.

- Doesn’t take into account consumer demand or competitive pricing, due to positioning

17
Q

How does Volvo apply place strategies?

A
  • Direct distribution

- Selective distribution via dealerships

18
Q

What are the unique features of the Volvo FH?

A
  • Dynamic Steering
  • GOLD SERVICE AGREEMENT
  • I-Shift
  • Driver support systems
  • Volvo diesel engine
19
Q

What are the unique features of the Volvo FM?

A
  • Bodybuilding interface (modular)
  • Chassis layout (modular)
  • Dynamic Steering
  • GOLD SERVICE AGREEMENT
  • I-Shift
  • Driver support systems
  • Volvo diesel engine
20
Q

What does the Volvo gold service agreement do?

A
  • Includes all preventive maintenance and truck repairs
  • Remote maintenance
  • Volvo on call button connects driver to operator who assists driver
    • Service vehicle dispatched within minutes
  • Workshop has access to all truck data via telematics gateway
21
Q

Why would Volvo choose selective distribution?

A

Creates brand loyalty, facilitates sales support and allows degree of control

22
Q

How many dealers does Volvo have?

A

1800+ in 140 countries

23
Q

Why does selective distribution make sense in different markets?

A

Number of outlets in market dependent upon market potential, density of population and dispersion of sales

24
Q

On average, how many views did the Live Test ads get?

A

18 million views

25
Q

How many views did the Epic Split ad get?

A

84 million views

26
Q

What were the six ads in the Live Test series?

A
  • Ballerina Stunt
  • The Hook
  • The Technician
  • The Hamster Stunt
  • The Chase
  • The Epic Split
27
Q

What happened in the Ballerina Stunt?

A

Ballerina walked on tightrope between two moving VOLVO trucks to show stability

28
Q

What happened in The Hook?

A

Truck hung off helicopter with CEO of VOLVO Trucks on it to show robustness

29
Q

What happened in The Technician?

A

Truck drove over technician on ground to show high ground clearance

30
Q

What happened in The Hamster Stunt?

A

Hamster drove truck to show precision steering

31
Q

What happened in The Chase?

A

Truck chased by bulls in narrow maze to show speed and maneuverability

32
Q

What happened in The Epic Split?

A

Van Damme did split between two moving VOLVO trucks while reversing while keeping constant distance between them to show dynamic driving

Year 9 (9 decks)

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