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MMC
Mitsubishi Motors Corporation Japanese company with strong GermanAmerican Alliance Partner with Daimler-Chrysler Corporation
Owns 37%
MMC (cont.)
1917: Produced first automobile 1970: Began selling automobiles in the US under the Chrysler brand 1981: Created MMNA (Mitsubishi Motors North America)
Including United States, Puerto Rico, Caribbean
MMNA
Mitsubishi Motors North America Fastest growing Japanese automaker in North America 1988: Started building cars in America using Japanese parts 2002: Expanded into Canada 2003: Expanded into Mexico
Manufacturing
Most cars manufactured in Japan and exported to America 2 units of automobiles assembled in Normal, Illinois with parts from Japan
Eclipse Galant
Reasons:
Most popular cars in the North America Easier to meet the American Standards
Product Line
CARS
Eclipse Eclipse Spyder Lancer Lancer Evolution Diamante Galant
SUVS
Endeavor Montero Montero Sport Outlander
Talk about the car and watch the commercial for it.
Driving conditions
Day or night
Eclipse
Starts at $18,200 2 door sports coupe Target:
18 to mid-twenties Male and female Single Middle-class
Lancer
Endeavor
Starting at $26,000 Full size SUV Target
25 to forties Young families Middle to uppermiddle class
Outlander
Statistics
Mitsubishi has the second youngest demographic of all foreign automakers in the United States. They are second to Volkswagen.
Average age of a Volkswagen owner is 37! Average age of a Mitsubishi owner is 38!
Deutsch Inc.
Advertising Agency for Mitsubishi
Highlights
Started out as David Deutsch Associates, Inc. in 1969 in New York City. Started as a creative boutique. Now they are a full service agency. In 1984 Donny Deutsch became the CEO and changed the name to Deutsch Inc. In the 1990s they developed a reputation for having smart, effective, bold and creative work.
Highlights
In 1995 Deutsch LA opened. It had a reputation as one of the strongest creative agencies on the West Coast. Grew from 8 people to 300 people in the first 4 years! In November of 2000, Deutsch Inc. was acquired by the Interpublic Group of Companies (IPG), a publicly traded company on the New York Stock Exchange.
Timeline
1969: Founded by David; known for tasteful, wellcrafted print work
Clients included: Oneida Silversmiths, Gulf Air and Damon Sportswear
1984: First T.V. ads done for Tri-State Pontiac Dealers Association; Donny named president and CEO and renames company 1989: IKEA added
Total Billings: $70 million
Timeline
1992: Donny works as a consultant for the ClintonGore campaign
Total Billings: $135 million
Timeline
1998: Won Mitsubishi campaign- worth was $250 million consolidated
Named: Adweek National Agency of the Year Named: Advertising Age National Agency of the Year Total Billings: $800 million
Timeline
2001: Nearly Tripled revenue in three years!
Named: Adweek National Agency of the Year Total Billings: $2 billion
Locations
New York City, New York Chicago, Illinois Los Angles, California Toronto, Canada Miami, Florida
Mitsubishi Campaign
In the 90s Mitsubishi recognized a problem:
How could they establishing a clear image with their potential American customers?
Impact
BIG car buying response to their ads.
Sales 1997: 200,000 units Sales 2001: 322,393 units Goal is to hit 500,000 in the next 5-10 years
Deutsch LA won 8 awards for television, radio, and print ads for Start the Commotion.
"Spybreak!" Propellerheads
2000 Galant
"Shaft" (Re-recorded)
2001 Eclipse Spyder
Breathe Telepopmusik
2003 Outlander
www.deutschinc.com