“Life Goes On” Volvo Analysis 2 Agency: RAJ 20/12/2013© To: The Marketing Manager, Volvo Cars UK, Scandinavia House, Norreys Drive, Maidenhead, Berkshire, SL6 4FL. Contact Details: Alisha Attarwala Account Manager
[email protected] Mob: 07544747677 Volvo Analysis RAJ2 2013© 2 Contents Page Number 1. Process Map 4 2. Executive Summary 5 3. Company History 6 4. The Problem 7 5. Client’s Agenda 8 6. Target Audience 9 7. Competition 10 8. Primary Research 11 9. Other Research and Evidence 12 10.Content Marketing Matrix 13 11.Creative Brief 14 12.Strategy 15 13.Customer Journey 18 14.Media and Budget 19 15.Conclusion 21 16.Research and Resources 22 Volvo Analysis RAJ2 2013© 3 Process Map Research: - Autocar votes it as one of the top 5 compact SUVs - Top Gear gives it 7/10 Creative Brief Target Audience: Ideas: - Life Goes On Men and women, 25 to 44 years - Vikings: tough car old with an annual income of - Ambient ad: car vs snow - Weather report over £50,00 - Steps turning to tyre tracks Final Idea: Media: Life Goes On - Television - Radio - Print Pitch Volvo Analysis RAJ2 2013© 4 Executive Summary This is an analysis for Volvo Cars UK, with the main focus on the Volvo XC60. According to Mintel, ‘the UK new car market surpassed 2 million in 2012 with sales at 2.05 million units. Yet despite increasing against 2011, volumes were similar to those achieved in 2010 and remain well down on sales in 2007 (2.41 million units). New car sales increased by 110,000 units (between 2011 and 2012) to 2.05 million.