Documente Academic
Documente Profesional
Documente Cultură
Greg Doughty
Savanna Steel
Brad Summerville
Derrinita Walker
Table of Contents
7 Executive Summary
8 Company History
10 Media Objectives
12 Competitive Analysis
16 Media Selections
6 Broadcast
6 Magazines
6 Newspaper
6 Web
6 Outdoor
6 Promotional
6 The Plan
6 Media Plan
6 Budget
6 Sample Creatives
6 Evaluation
6 Alternative Recommendations
Executive Summary
Our company has developed a complex and diverse media plan to help In-
dian Motorcycles to reemerge back into the market. This plan is anticipated
to reach out to Indian’s target market, which is white males, ages 45-54. The
campaign’s mediums will focus primarily on print and radio. Most of the
research found points to the dominance of Harley Davidson in the market.
With Indian Motorcycles having difficulties staying in the market since the
1950’s, their main competition will be Harley Davidson.
Creative
The target market for this media plan are baby boomers that are used to
traditional media. The creative portion of this plan will cater towards the
traditional thinking of these “boomers.” It will bring Indian Motorcycles
back to their level of superior quality.
Promotion
In order to successfully reach our target market, our main focus for promo-
tion will be surrounded by three motorcycle events. Bike Week in Daytona
Beach, FL on the first week of March, Sturgis Bike Week in Sturgis, ND on
the first week of August, and Biketober Fest in Daytona Beach, FL on the
third week of October.
Company History
Indian Motorcycle Manufacturing
Company is a motorcycle manufacturer
based originally in Springfield,
Massachusetts. Indian is America’s oldest
motorcycle brand and was once the largest manufacturer of motorcycles in
the world. They have been attempting to compete with Harley Davidson
since Harley began in 1903. They first realized their weakness, in comparison
to HD, during WWII when the Davidson Corporation was chosen over them
as the number one producer of bikes for the Army.
In the 40’s, America was in an extremely patriotic time, and lacking the
support of the army and police force made their company look less appealing
than the nationalistic Harley brand. This began their demise; in 1945 they
tried to start a new kind of motorcycles with a more light-weight design.
Tragically, these bikes suffered from poor quality and a lack of development
which left Indian with a sour spot on their reputation. By 1949 they almost
completely discontinued their classic motorcycles, and were trying to get the
new type of motorcycle to work. In the 1950’s they tried to fix their image
by importing motorcycles from England, namely Royal Enfield cycles, but
this did not help much as soon many brands were coming over to America
and labeling themselves as Indian. Especially from Italy, and these bikes
were of course smaller and less of what the company was actually going for,
and even less of what consumers wanted. By 1975 sales were deteriorating
to a dangerous level, and in January 1977 the company declared chapter
eleven bankruptcy. The brand name passed through many people and many
court dockets in the 1980s, finally decided in December 1998 by a Federal
bankruptcy court in Denver, Colorado.
In 1999 a new company based in Gilroy, California began manufacturing
motorcycles under the renowned “Indian” name after purchase of the Indian
trademark; however they are often referred to as “Gilroy Indian” motorcycles
instead of just Indian. They picked up steam and were working hard on
restoring the image. The company, however, yielded to bankruptcy again in
late 2003, after a major investor backed out.
This obviously left a void for someone to step into and try one last time to
save this great company and once again go head to head with the famed
Harley-Davidson. In 2006 this happened. On July 20th, a press release was
issued in which Stellican Limited, a London-based private equity firm,
announced they would take over Indian and move to a new home in Kings
Mountain, North Carolina, where it plans to resurrect the Indian Motorcycle
Brand. They have yet to release any new bikes, and intend to start selling in
2010.
10
Media Objectives
Media Objectives (What tasks the media are expected to carry out?)
• Target 45-54 year old white males with an income of $60,000 and over.
Media Strategy
- Focus on magazines and radio as the primary mediums to create
awareness for the target market.
- Provide continuing support through the entire year of 2009.
- Use motorcycle-oriented consumer magazines to restore Indian
Motorcycle’s reputation to what it once was.
11
Competitive Analysis
Harley Davidson
13
Red Wing Motorcycles
Buell Motorcycles
NSU Motorenwerke AG
14
Target Audience
Primary Target Audience:
15
Secondary Target Audience:
16
Media
Selections
17
Broadcast
Television
19
Radio
20
Television Stations
We have chosen to use cable networks and specific television dayparts to
reach our target market and increase awareness of the Indian Motorcycle
brand towards the end of the year as to prepare for the 2010 release of the
product into the market. The index numbers of the cable networks and
the dayparts will be listed in the following order: 45-54, 35-44, 55-64. The
following Cable Networks and television dayparts are the most popular
within our target:
• ESPN (180, 190, 161)
• History Channel (173, 158, 170)
• Speed (162, 214, 163)
• Travel Channel (143, 105, 127)
• Discovery (132, 132, 117)
Dayparts:
• Mon-Fri 8PM-9PM (492, 451, 335)
• Mon-Fri 9PM-10PM (489, 454, 345)
• Mon-Fri 10PM-11PM (474, 428, 321)
Radio Stations
In using these radio stations, we hope to focus in on the surrounding areas
of the bike events, in order to increase awareness of Indian’s presence at
the events. The types of radio that our target listens to and the a selection
of the stations we have decided to use are as follows:
21
Magazines
We have selected magazines that
have a high index within our primary
target market age range, but with
high indexes in the secondary and
tertiary target age ranges, as well.
22
Within these magazines, we have also placed ads during the months prior to
major bike events across the United States. This is to increase reach before
the events, and attempt to spark interest in Indian Motorcycles before the
reader arrives to the said events. We hope that through these ads, we will be
able to garner more support for the promotions we plan to run during the
events of Bike Week in Daytona, Sturgess, and Bike-tober.
23
Newspapers
USA Today is the top national paper
in America with an average weekday
readership of 6,275,497.
24
A Sample Newspaper Ad
25
Outdoor
A Sample Billboard Ad
26
Promotional
Bike Week has been a tradition since Another Daytona centered festival ,
January 24, 1937. Today Bike Week Biketoberfest, is sponsored by the
has transformed into a 10-day festival AMA and boasts a similar turnout.
that expands throughout Volusia Although there are lots of Harley
County. There are hundreds of events enthusiasts in attendance, both
for motorcycle enthusiasts to enjoy. gatherings represent an opportunity
Bike Week now welcomes hundreds to showcase the new motorcycles,
of thousands of visitors annually and answer questions and even offer
is enjoyed by locals and motorcycle road tests.
enthusiasts world wide.
‘OfficialBikeWeek.com
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The Plan
29
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Media Rationale
The media that we have selected to utilize in order to complete our
objectives are primarily print and radio. A larger emphasis will be placed
into print because it appeals to our target market more so than the other
types of media.
For the most part, the more affluent and educated spend more time
reading magazines and printed material over the other media, like radio
and television. We want to place a larger emphasis within our media plan
into the magazine portion of print simply because it is a more focused
approach to our target market. We also have chosen to do this because
most of the individuals who fall within our target market are more likely to
view our ads if they are in magazines over the other types of media.
31
Outdoor media, like billboards, are also important to our goal with raising
awareness of our brand; that why no matter what people are driving they
can see the ads. We hope to target in on the geographic locations of the
major bike and motorcycle events that occur within the Unites States.
During the time before the events take place, we chose to use outdoor
media, specifically billboards, to promote our brand in preparation for the
events that occur in both Florida, in March and October, and South Dakota,
in August.
Television will be the medium we put the least amount of focus in simply
because it is the medium that is least used by our target demographic. We
still want to, however, increase our reach and raise awareness, so we are
attempting to get the word out regarding Indian Motorcycles as often as
we can.
Seasonality
A motorcycle is a product that is owned and used year round, but there
is little need to promote all year. Very few drivers ride their bikes in cold
or rainy weather so we are promoting mostly in the summer months
nationally.
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Media Plan
Budget
34
35
Evaluation
36
37
Alternative
Recommendations
38
39
Closing Statement
40
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