Car manufacturer question.

[tigran]

Asking for a friend of mine who's doing a masters in marketing - his current assignement is about a car company and bringing a car to a market.

Does anyone on this fountain of knowledge know what kind of costs go into marketing a new model? I mean the launching and advertising and the general razz-matazz?

Any help is muchly appreciated.

[dugong]

Tig, I have a book that Renault published about bringing the Mk1 Megane to market in great detail. If I can find it, your mate can borrow it and I'll send it down with the Saturn in an SAE.

It goes something like:

Louis : Merde! Steek zees bodee on a nineteeen!
Jacques : (PSA, WTF?) F7M, sheet, 'ead gaskeet, cheese!

Let me see if I can dig it out lad.

Saturn will be packed up on Saturday, by the way.

[Mr S]

If some of the modern car adverts on TV are anything to go by, they can't be spending too much....

[dimebar]

I think the CityRover cost 12p to launch.

;-)

[akku]

The total coat of bringing a new model to market is in the multi-millions if not billions if its a new platform model. I saw something once on how much it had cost BMW to bring a new 5 series or 7 series to market and it would have taken the entire economy of an African state to do it...

[Unmuffled Ryan]

alistairk said:

I saw something once on how much it had cost BMW to bring a new 5 series or 7 series to market and it would have taken the entire economy of an African state to do it...

about 12p then? Lol. sorry, couldn't resist.


Development costs are going to be sky high, advertising is pennies in comparison. I think he's more concerned with finding out the marketing costs.

Do advert, put on tv, do a press day test drive unveiling in a sunny location with diddled cars full of expanding foam so they don't rattle etc... Send a few ads to mags... not alot of cash compared to:

development, tooling, tooling changes, styling monkeys, engineers, testing, homologation... zillions of billions.... you get the jist. lol

[akku]

sorry - where I'm from "bringing a product to market" is the whole life cycle from the "here's our design now lets get it in the shops" stage.

Phone up ITV and pretend you are working for a car company and need a quote for 12 weeks of ad space 4 times a night prime time.

Do same with Top Gear, Autocar, etc. Times, Mail, Mirror...

you'll get an impression of pricing.

Or even phone up and say "I am a student. What doe sa company typically pay for..."