Automotive Industry Case Study

How do we optimize our marketing investment?

An automotive manufacturer wanted to increase demand  for its vehicle lineup, become more profitable, and improve the efficiency of related product development processes.

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.

Insight.

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

Question.

The team used Concentric Market® to model many options.

What if we change our marketing mix?

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.

Marketing Mix

Impact.

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

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Media Agency CEO

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