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R E T X

A BAUTO PARTS

Claudia Hirt Account Executive

Dana Stalker Designer/Creative Director

Paul Goodnight Writer/Creative Director

Allison Kjar Media Planning


Table of Contents Situation Analysis...................................................................................................................1 Audience...............................................................................................................................4 Creative.................................................................................................................................8 Media Plan..........................................................................................................................19 Budget.................................................................................................................................27 Appendix..............................................................................................................................28


“Situation Analysis?” That’s just fancy talk for “Information!”

Situation Analysis


Auto Parts Industry Environment Industry

Past Five Years

The auto parts industry is the retail sale and distribution of automotive maintenance, repair and performance parts.1

From 2005 - 2010, the auto parts industry had an annual growth of 1.6% with growth slowing to 0.4% in 2010. This five-year growth was during declines of more than 25% in the automotive industry.3

Effects of the Recession While the recession has brought new customers looking for cost-efficient, DIY auto maintenance into the industry, financial cutbacks have also led to a decline in the industry's hobby and performance markets. In the recession, consumers are buying fewer new cars, instead choosing regular maintenance to keep their cars running longer.2

2

Next Five Years In the next five years, the auto parts industry will continue to grow at an average of 1.2% per year as the economic climate improves. This is in part because automotive industry recovery is expected to be slow.4 Growth in the auto parts industry is still limited because the industry is saturated and mature.5


Competitor Analysis Overview

Strengths

The top four competitor firms make up 56% of the market share and include Auto Zone, Advanced Auto Parts, O'Reilly and Genuine Parts Company (NAPA). Independently owned and operated firms make up the remainder of the market with less than 2% market share each.6

Large firm competitors have large advertising budgets, in-store technology, inexpensive in-house brands and opportunity for growth through the acquisition of smaller stores. Because of these strengths, large competitors are expected to surpass average industry growth in the next five years.4

Advertising

Weaknesses

All large competitors make similar claims in their advertising and positioning, focusing on customer service, price and parts availability. NAPA stands out in its use of humor and its celebrity NASCAR endorsements. Competitor advertising budgets average at $22 million/ year. Media spending includes television, radio, online, celebrity endorsements and event sponsorships.

Competitors lack industry innovation and advertising creativity and are often indistinguishable to the average consumer (brand blur). Also, large chains have audiences segmented by geographic location, race, language, and green attitudes, which may lead to a less effective campaign for any one target segment.

3


These are the people whose money we’re after!

Audience


Audience Insights Baxter's current male target audiences include: Age 18 -34 Performance Junkie Age 25 -54 Maintenance Customer Age 35- 54 Classic Car Enthusiast After considering Baxter's current audiences and today's industry and economic environment, we chose to research opportunities for growth among current and potential maintenance customers ages 18 - 55: We surveyed 61 male car owners in three age brackets about their car maintenance habits. (For results, see Appendix)

Based on our research we found that: •77% of men who knew how to do basic car maintenance learned it from their father.S •75% of fathers who do their own car maintenance wanted to pass car maintenance knowledge on to their children.S •90% of all men who do their own basic maintenance do not shop exclusively at one auto parts store. •62% of young men who do not do their own basic maintenance are willing to learn how. •93% of all men who don’t do their own car maintenance have been to an auto parts store •The American middle class most values family.7

5


Recommended Target Audience Based on industry analysis and survey conclusions, we have chosen to concentrate on two audiences:

Sons

Fathers

The primary audience consists of young males ages 16-26

The secondary audience consists of males ages 30-55 who

who do not perform their own basic car maintenance. They

in large part already do their own basic car maintenance.

are willing to learn basic maintenance to save money and

For these men, car maintenance is a value because it is

time.S This audience represents the greatest opportunity to

easy and saves money, but they can be deterred by a lack

expand Baxter’s current maintenance business.

of time.S This audience is not store loyal and is interested in passing on auto repair knowledge and independence to

Sons were selected as our primary audience for the

their children.

following reasons: • 62% have considered learning basic car maintenance and are prevented only by lack of knowledge.S • 62% would go to an Auto Parts Store for a basic car maintenance lesson.S • Brand loyalty is built with incentives and convenience.

Fathers were selected as our secondary audience for the following reasons: • 75% said that teaching their children about car maintenance is important to them.S • Family is their number one value.7 • They are not yet store loyal.

6


Reaching the Audiences Primary Audience (Men 16-26)

Secondary Audience (Men 40-55)

Generation Y Characteristics

Generation X and Baby Boomer Characteristics9

• Self-confident, politically liberal, team-spirited

• Rise in popularity home computers, video games

8

• Tech Savvy: Internet and social/interactive media.

and the Internet.

• Stay single and remain attached to their parents,

• Hold higher education levels, but do not make

emotionally and financially, longer than any other

more in real dollars than their fathers did at similar

generation.

ages.

Reaching the Audience8

Reaching the Audience9

• Multi-layered, inclusive and conversation generating

• Dislike cheap, local television commercials.

campaigns have been the most successful. • Consumers trust the words of their peers more than advertisers.

7

• Use more traditional media including print and radio. • Can be effectively reached when multiple media are used in conjunction.


Ahhh, that’s the good stuff.

Creative


Creative Strategy Single Most Important Thought: Auto maintenance is a rite of passage.

Goal

Strategy

Drive the growing number of DIY car maintenance

Engaging brand personality:

customers to Baxter Auto Parts by embodying the

• Create a brand personality by positioning Baxter as a rite

father-son bonding experience.

of passage where fathers teach their sons to become men. Clever, generational messages connect our primary audi-

Problem

ence to their fathers.

Baxter lacks an engaging brand personality to help distinguish itself from other auto parts stores in the Pacific

Attract new users:

Northwest, all of which offer the same promises –

• Create incentives to take the plunge, including secondary

inexpensive parts, good customer service, and convenient

audience encouragement, coupons and free basic

locations.

maintenance lessons.

Objective

Build store loyalty:

• Define an engaging brand personality. • Attract new users. • Build store loyalty among non-loyal users. • Encourage fathers to pass down auto repair knowledge to their children.

9

• Build store loyalty using unique promotional features, including free basic maintenance lessons, coupons and punch cards. Encourage father-son bonding: • Encourage father-child car maintenance education and car safety knowledge through advertising messages and free maintenance workshops.


Posters Posters with a simple yet bold art style and short, funny copy will herald the benefits of performing basic car maintenance. The copy provides advice from a quirky father as his son enters manhood. The art style is recognizable to both audiences, holding a nostalgic appeal among fathers and a retro appeal with the sons. Neither audience is excluded, and both recognize the style as familiar. With a unique art style and punched-up copy, Baxter can claim a personality that allows it to stand out against both large chains and mom-and-pop retailers.

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BAXTER PRESENTS...

BAXTER PRESENTS...

AUTO PARTS

AUTO PARTS

CAR MAINTENANCE! OIL CHANGE TODAY,

R E T X

A BAUTO PARTS

SO YOU DONʼT HAVE TO GO TO CHURCH!

11

BA X

TER

AUTO PARTS

CHEST  HAIR TOMORROW.


BAXTER PRESENTS... AUTO PARTS

YOUʼRE A MAN NOW, SON. MOTOR OIL

ITʼS ALL CHEST HAIR, BABES AND FLUIDS FROM HERE.

12


Punch Card

BAXTER

HEY DIPSTICK! ITʼS FREE!

Motor oil punch cards encourage brand loyalty among both audiences.

AUTO PARTS

While neither audience is store loyal, both are motivated by incentives and savings.S Oil punch cards will provide the

BUY 7 QUARTS OF OIL, GET THE 8TH FREE!

incentive for audiences to choose Baxter over nearby competitors. Punch cards will be distributed at Baxter locations year-round.

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1

2

3

4

5

6

7

FREE


US POSTAGE

PAID

BAXTER AUTO  PARTS

TER X A BAUTO PARTS

Michael C. Scott 685 NW Kearny Street

Mad-Lib Mailer

Portland, OR 97210

The Mad-Lib direct mailer is an interactive continuation of the Baxter personality. The copy plays off embarrassing, but humorous, father-son moments. In addition to

BRING IN YOUR FATHER-SON STORY  FOR 20% OFF YOUR NEXT PURCHASE!

engaging consumers with the new personality, the mailer will also act as a coupon. The mailer will be delivered to different regions at different times to stagger coupon redemption and customer flow starting in April and ending in September.

BAXTER PRESENTS... AUTO PARTS

Every father should teach his son certain life lessons. When and where to teach those  lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when verb 

A  FATHER-SON  MAD LIB  MOMENT!

the car staring making a funny ________. noun 

He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. noun 

noun 

The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb 

noun 

be able to ________ it by ourselves.” verb 

When my father looked at up at me from under the hood, his face had _______ written noun 

all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun 

for the first time I _________ed my own ________. verb 

noun 

Because my hands were covered in ________, I knew that day I had become a man. noun 

I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb 

can I get my own car?”

14

He said to me, “Sure son. Just as soon as you ________ a ________.” verb 

noun 

noun 


Newspapers Wowza! 20% off!

BAXTER PRESENTS... AUTO PARTS

A FATHER-SON  MAD LIB MOMENT! Every father should teach his son certain life lessons. When and where to teach those 

BA X

lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when

TER

AUTO PARTS

verb 

the car staring making a funny ________. noun 

He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. noun 

noun 

The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb 

noun 

be able to ________ it by ourselves.” verb 

When my father looked at up at me from under the hood, his face had _______ written noun 

all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun 

for the first time I _________ed my own ________. verb 

noun 

Because my hands were covered in ________, I knew that day I had become a man. noun 

I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb 

Bring me in to your nearest  Baxter Auto Parts location  and get a swell discount! 15

noun 

can I get my own car?” He said to me, “Sure son. Just as soon as you ________ a ________.” verb 

noun 

BRING IN YOUR FATHER-SON STORY FOR  20% OFF YOUR NEXT PURCHASE!


Radio Spot Radio Spot #1

Radio Spot #2

Baxter Auto Parts presents (PAUSE) Every man should learn basic car maintenance from his father.

Baxter Auto Parts presents (PAUSE) Every man should learn basic car maintenance from his father.

I’m still too embarrassed to tell the whole story of the first time I admitted I couldn’t _______ my own ________.

I’m still too embarrassed to tell the whole story of the first time my father realized I couldn’t _______ my own ________.

In fact, my father’s face had _______ written all over. He said, “_______ up there boy. You’re a man now and the ladies love a man who can _______ his own _______.” I was _______ as a dog in a _______. I turned to my Dad and said, “Then _______ me that dipstick.” I’ve never seen my father _______ so big. He knew I was becoming a _______. ANNCR: Some names, identities – (FAST) nouns, adjectives and verbs – (RETURNING TO NORMAL) have been omitted to protect one former Momma’s boy. Take your son to Baxter Auto Parts for a free basic maintenance lesson and avoid this awkward father-son moment. BaxterAutoPartsdotcom and all local Baxter Auto Parts locations have the info.

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One day when the car started making a funny ________, my father said to me, “Son, did you notice that ______? No, it’s not your mother’s _______. The car is on the fritz again.” “But dad, I don’t know how to _______ the car’s ________. I’ll never be able to ________ it by myself.” When my father looked up at me from under the hood, his face had _______ written all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and for the first time I _________ my own ________. ANNCR: Some names, identities – (FAST) nouns, adjectives and verbs – (RETURNING TO NORMAL) have been omitted to protect one former Momma’s boy. Take your son to Baxter Auto Parts for a free basic maintenance lesson and avoid this awkward father-son moment. BaxterAutoPartsdotcom and all local Baxter Auto Parts locations have the info.


Billboards BAXTER PRESENTS... AUTO PARTS

R E T X

A BAUTO PARTS

REAL MEN SMELL   LIKE AFTERSHAVE  AND AXEL GREASE. At SW Pacific Highway and SW 65th Ave.

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Online Facebook ads will run year-round to advertise Baxter’s promotional events, including information about the time and location of the free maintenance lessons, free poster distribution at sporting events and special instore discounts and promotions. Users can interact with the ad by clicking “Like.” This notification will show up on their friends’ pages. Facebook ads will link to PDFs on the Baxter web site with details about time, locations and special deals.

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What the hell is a Facebook?!

Media Plan


Promotional Print & Direct Mail Posters We created posters because they are inexpensive to design and print, and are considered collectibles, which increases desire and store loyalty. Posters establish a brand personality that embodies the father-son relationship. Posters will be available at Baxter retail stores year-round. Other opportunities for distribution include, Blazer’s and Mariners games and high school and college events. BAXTER PRESENTS...

BAXTER PRESENTS... AUTO PARTS

CAR MAINTENANCE!

BAXTER PRESENTS... AUTO PARTS

AUTO PARTS

YOUʼRE A MAN NOW, SON.

TER AX BAUTO PARTS

SO YOU DONʼT HAVE TO GO TO CHURCH!

OIL CHANGE TODAY,

MOTOR OIL

BA X

TER

Mad Lib Direct Mailer Direct mail has a large reach beyond our target audiences, is interactive and offers consumers an incentive to shop at Baxter (coupon). The Mad Lib is a coupon designed to promote the brand personality and encourage father-son

AUTO PARTS

CHEST  HAIR TOMORROW.

communication about car maintenance. The mailer will be delivered to different regions at different times to stagger coupon redemption and customer flow

ITʼS ALL CHEST HAIR, BABES AND FLUIDS FROM HERE.

starting in April and ending in September.

Punch Cards Oil punch cards are also inexpensive and will provide the incentive for audiences to choose Baxter over nearby

US POSTAGE

PAID

BAXTER AUTO  PARTS

TER AX BAUTO PARTS

competitors. Incentives are likely to lead to store loyalty.

Michael C. Scott 685 NW Kearny Street Portland, OR 97210

BAXTER PRESENTS... AUTO PARTS

Every father should teach his son certain life lessons. When and where to teach those  lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when verb 

A  FATHER-SON  MAD LIB  MOMENT!

the car staring making a funny ________. noun 

He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb 

verb 

When my father looked at up at me from under the hood, his face had _______ written noun 

all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun 

for the first time I _________ed my own ________.

AUTO PARTS

BUY 7 QUARTS OF OIL, GET THE 8TH FREE!

20

noun 

I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb 

can I get my own car?”

BRING IN YOUR FATHER-SON STORY  FOR 20% OFF YOUR NEXT PURCHASE!

BAXTER

1

2

3

4

5

6

7

FREE

noun 

Because my hands were covered in ________, I knew that day I had become a man.

Punch cards will be distributed at Baxter locations

HEY DIPSTICK! ITʼS FREE!

noun 

be able to ________ it by ourselves.”

verb 

year-round.

noun 

noun 

He said to me, “Sure son. Just as soon as you ________ a ________.” verb 

noun 

noun 


Newspapers Print media offers great value, steady exposure and low

The Daily Vanguard

production costs. With print, high reader involvement

PSU’s daily campus newspaper runs Tuesday - Friday with

(actively reading and seeking information) will help ensure

5,000 copies distributed on campus and across downtown

the Baxter message reaches men in the audience.

Portland locations.

Newspapers provide an outlet for targeted advertising with

We plan to have small ads running Tuesdays and

a high secondary readership.

Wednesdays from April - June and September - November.

Running Baxter ads at a high frequency will keep the brand

Additionally, a larger Mad Lib will run once every month.

in the minds of consumers, and the Mad Lib ads will create dialogue and spark interest in Baxter.

The Beaverton Hummer Special (Beaverton HS), The Egalitarian (Lindbergh HS, Renton), The Reader

Metro Newspapers

(Lincoln HS, Tacoma) and The Newspacer (Lakeridge HS,

The Oregonian, Seattle Times, The Peninsula Daily and

Lake Oswego)

The News Tribune

These high school papers are published at least four times

These daily publications are the most read papers in the

a year. Because run dates are infrequent, the papers are

specific regions. We plan to run small ads twice a week and

anticipated and widely read.

Sundays in the Auto Section from April - September.

We plan to run one full-page Mad Lib ad in each issue

Additionally, a larger Mad Lib will run once a month.

published in 2010 - 2011 school year. The content will be different for every publication.

Student Newspapers School publications were chosen based on proximity to nearest Baxter location and likelihood of student car ownership.

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Primary Audience KUBE 99.3 (Seattle, contemporary hits) and WiLD 107.5

Fa la la la la la

(Portland Top 40) • Radio spots will air between 7am and 9am and 2pm and 5pm Monday - Friday, in a two months on, one month off

Radio

pattern starting in March and ending in October. • Designated schedule will reach audiences at key

Radio remains an effective means of reaching both

maintenance times during the Spring, Summer and Fall.

primary and secondary audiences. Hip-hop and rap stations remain popular among the younger

Secondary Audience

demographic, while classic rock and talk/news are popular

KZOK 102.5 (Seattle, classic rock), KUOW 94.9

among the older generation. Radio is also interactive

(Seattle, NPR affiliate), KGR 950 (Seattle, sports), KGON

because it allows the listener to envision their own scene.

92.3 (Portland, classic rock), KOPB 91.5

M

(Portland, NPR affiliate), KXTG 99.5 (Portland, sports), Radio spots will use the Mad-Lib humor from the direct

KHHO 850 (Tacoma, talk), KIKN 1290 (Port Angeles, talk)

mailer to engage audiences with the Baxter personality.

• Radio spots will run between 8am and 2pm, Monday -

This media is designed to encourage fathers to talk to their

Friday, in a two months on, one month off pattern starting

sons about basic car maintenance, using awkward, but

in March and ending in October.

humourous, father-son moments that happen as a boy becomes a man.

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• The designated schedule will catch audiences at key maintenance times in the Spring, Summer and Fall.


Billboards BAXTER PRESENTS... AUTO PARTS

TER

AX BAUTO PARTS

REAL MEN SMELL   LIKE AFTERSHAVE  AND AXEL GREASE.

ORA-31212 SE 82nd Ave at Duke St. Sunnyside, OR

ORA-36069 SW Canyon Rd at SE 107th West Slope, OR

ORA-31322 N Denver Ave at N Columbia Blvd Portland, OR

US-128710BP I-5 Exit 306 Portland, OR

ORA-31189 NE Sandy Blvd at NE 162 Fairview, OR

US-11B2893P HWY 101 Port Angeles, WA

At SW Pacific Highway and SW 65th Ave.

Billboards are attention-grabbing media that will remind drivers of the Baxter personality while advertising the proximity of Baxter locations. Because billboards are a community media, their reach covers all primary and secondary audiences and beyond. We have chosen billboards chosen based on proximity to Baxter locations and highway exits. They will run for an entire year, but location and message will change throughout.

23


Online Facebook ads are inexpensive and will allow Baxter to reach an audience based on age, interests, search history and keywords - it can be tailored to reach the target audience. Facebook is the most popular social media site on the Internet, and 50% of individuals between 16 and 24 have an active Facebook account.8 Facebook banner ads will advertise the free basic maintenance lesson, free poster distributions and any additional in-store discounts or promotions. These ads will spark interest in the brand. Ads will run year-round and vary depending on Baxter promotions. These ads will largely support the free basic maintenance lessons in the summer months. Facebook ads will link to PDFs on the Baxter web site with details about time, locations and special deals.

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Free Basic Maintenance Lesson These free classes offered at local Baxter stores will

Classes will occur one weekend a month, one on

educate newer or inexperienced drivers on basic car

Saturday and one on Sunday, starting in May and

maintenance and safety. A hired professional will teach ending in October. Locations will rotate each time with the classes, and although targeted towards new

four in Portland area and two in Seattle area.

drivers, the classes are open to everyone.

Facebook and newspaper ads will promote the free

Basic car maintenance lessons engage the community, basic maintenance lesson. especially new and uneducated drivers, and should create new maintenance consumers, foster store loyalty and promote father-son bonding.

Hey Dipstick! It’s free!

25


Media Schedule January

February

March

April

May

June

July

August

September

October

November December

Posters Punch Cards Direct Mail Metro Newspapers Student Newspapers Radio Billboards Online Free Maintenance Lessons

Television is excluded from the campaign because of high production and time costs. Local commercials do little to build unique, likable brands.

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Media Budget Total = $300,000 Posters = $2,925

Cost - $585/10,000 single sided 11x17in posters with 50,000 posters

Punch Cards = $100

Cost - $100/15,000 double sided 3.5x2in business cards

Direct Mailer = $8,000

Cost - $8,000/250,000 double sided 5x7in post cards

Newspaper = $54,044

Cost Metro Newspapers - $12,000/inch contract for four newspapers ($48,000)

Cost Daily Vanguard - $35/2x2in ad at 64 ads ($2,240) and $234/3x8in ad at six ads ($1,404)

Cost High School Newspaper - $150/6x16.5in ad at four ads ($2,400)

Radio = $124,281

Cost - $65/1 minute ad at two ads per day, five days a week for 24 weeks on 10 stations with frequency

discounts

Billboard = $86,400

Cost - $1,200/month for 12 months for six billboards

Online = $18,250

Cost - $50.00/day with approximately 80 click throughs, at 365 days

Free Basic Maintenance Lessons = $6,000

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Cost - $250/hour for two hours for 12 classes over six months


Appendix Survey Results (Survey cited as S) Men 18-29 = 22 Maintenance - 9/22 No Maintenance - 13/22 Men 30-39 = 15 Maintenance - 11/15 No Maintenance - 4/15 Men 40-55 = 24 Maintenance - 11/24 No Maintenance - 13/24 Survey: We surveyed 61 male car owners age 18 - 55 in three age brackets about their car maintenance habits. Do you do your own car maintenance?

Men 18 - 29:

Men 30-39:

Men 40 - 55:

Yes - 41% (9/22) No - 59% (13/22)

Yes - 73% (11/15) No - 27% (4/15)

Yes - 46% (11/24) No - 54% (13/24)

Men 18 - 29:

Men 30-39:

Men 40 - 55:

Cheaper - 100% (9/9) Saves time - 33% (3/9)

Cheaper - 100% (11/11) Easy - 36% (4/11)

Cheaper - 82% (9/11) Saves time - 45% (5/11) Easy - 73% (8/11)

All Men Who Answered YES Why do you do your own car maintenance?

How did you learn it?

Father - 73% (8/11) Friend - 36% (4/11)

Father - 81% (9/11) Friend - 18% (2/11)

Do you shop exclusively at one auto parts store? Yes - 11% (1/9) No - 89% (8/9)

Yes - 0% No - 100%

Yes - 18% (2/11) No - 82% (9/11)

Will/have you taught your kids about car maintenance? Yes - 33% (3/9) No - 66% (6/9)

Yes - 78% (7/9) No - 28% (2/9)

Yes - 73% (8/11) No - 27% (3/11)

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Father - 77% (7/9) Friend - 22% (2/9)


All Men Who Answered NO Men 18 - 29: Why don't you do your own basic car maintenance? Don't know how - 77% (10/13) Lazy - 38% (5/13)

Men 30-39:

Men 40 - 55:

Don't know how - 50% (2/4) Time consuming - 50% (2/4)

Don't know how - 15% (2/13) Lazy - 46% (6/13)

Have you considered doing/learning to do your own basic car maintenance to save money? Yes - 62% (8/13) Yes - 75% (3/4) No - 38% (5/13) No - 25% (1/4)

Yes - 15% (2/13) No - 85% (11/13)

Would you go to an auto parts store for a free basic maintenance lesson? Yes - 62% (8/13) No - 38% (5/13)

Yes - 50% (2/4) No - 50% (2/4)

Yes - 15% (2/13) No - 85% (11/13)

Yes - 100% (4/4) No - 0% (0/4)

Yes - 85% (11/13) No - 15% (2/13)

Men 30-39:

Men 40-55:

Classic Rock = 54% (7/13) Country = 23% (3/13) Talk Radio = 46% (6/13)

Classic Rock = 62% (13/21) Pop = 14% (3/21) Talk Radio = 71% (15/21)

Yes = 54% (7/13) No = 46% (6/13)

Yes = 81% (17/21) No = 19% (4/21)

Yes = 44% (8/18) No = 33% (6/18) Maybe = 22% (4/18)

Yes = 38% (5/13) No = 31% (4/13) Maybe = 31% (4/13)

Yes = 33% (7/21) No = 43% (9/21) Maybe = 24% (5/21)

Yes = 0% (0/18) No = 78% (14/18) Sometimes = 22% (4/18)

Yes = 23% (3/13) No = 62% (8/13) Sometimes = 11% (2/18)

Yes = 14% (3/21) No = 81% (17/21) Sometimes = 5% (1/21)

Have you been to an auto parts store? Yes - 100% (13/13) No - 0% (0/13) Media Habits (Media cited as M) Men 19-29:

Which type of radio do you like to listen to? Classic Rock = 39% (7/18) Pop = 22% (4/18) Talk Radio = 6% (1/18) Do you read the newspaper? Yes = 39% (7/18) No = 61% (11/18)

Would you use a coupon?

Do you attend car shows or events?

Citations 0: Thormahlen, Casey. IBISWorld Industry Report 44131: Auto Parts Stores in the US. www.ibisworld.com. IBISWorld, Mar. 2010. Web. 31 May 2010. 1: Thormahlen, Casey. "About This Industry." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 2. www.ibisworld.com. N.p., 20 Mar. 2010. 2: Thormahlen, Casey. "Industry Performance: Executive Summary." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 4. www.ibisworld.com. N.p., 20 Mar. 2010. 3: Thormahlen, Casey. "Industry Performance: Current Performance." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 5. www.ibisworld.com. N.p., 20 Mar. 2010. 4: Thormahlen, Casey. "Industry Performance: Industry Outlook." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 5. www.ibisworld.com. N.p., 20 Mar. 2010. 5:Thormahlen, Casey. "Industry Performance: Industry Life Cycle." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 9. www.ibisworld.com. N.p., 20 Mar. 2010. 6: Thormahlen, Casey. "Competitive Landscape: Market Share Concentration." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 9. www.ibisworld.com. N.p., 20 Mar. 2010. 7: The American Middle Class. mintel.com. N.p., Dec. 2009. 8: The Millennials: Confident. Connected. Open to Change. www.pewresearch.org. N.p., 24 Feb. 2010. 9: The U.S. Men's Market: Examining the Attitudes, Buying Habits and Lifestyles of the Elusive Adult Male Consumer. academic.marketresearch.com. Packaged Facts, 1 Mar. 2010.


Baxter Auto Parts Client Pitch