Summary
This article looks at how consumer habits are changing in China and Chinese diaspora markets, such as in Taiwan, Malaysia, Singapore and Hong Kong. This study, conducted in the run-up to Chinese New Year 2013, compares and contrasts Chinese people across the whole region. While there is a strong mood of positivity and confidence in China and Hong Kong, in Malaysia this optimism is tempered by concern over the global economic outlook. Young people are keen to save, while older adults show a greater inclination to spend. Other consumer attitudes covered include plans for the year, habits and intentions for Chinese New Year and approaches to tradition. To make the most of operating in Chinese markets, the author recommends focusing on new customer acquisition, attracting brand ambassadors, adopting new 'Go To Market' approaches and telling a compelling story.

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In this article, Lori Kneisler, General Motors' market research manager, reveals how the automaker is embedding the voice of the customer throughout its organisation. One essential aspect of this idea is ensuring that researchers are fully aware of the context in which vehicle design decisions are made, while another is making sure that engineers are fully versed in the insights gleaned from GM's diverse research efforts, thus facilitating a truly integrated approach.

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Automaker Vauxhall wanted to re-establish leadership in the UK fleet market, a challenge that required a change in market perceptions of the brand and increased customer engagement. The Discover campaign created icons for the key fleet benefits being offered, with each icon in turn being made up from other icons. These icons were then applied consistently across all channels in a distinctive multimedia campaign targeting fleet sales teams, fleet customers and prospects. Vauxhall regained the top position as sales and market share increased, while brand perception was up 8%.

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A car is the second-most costly purchase most people will make and manufacturers spent around $45 billion on advertising cars in 2011. In this editorial from the February 2013 issue of Admap, the Focus of the changing face of car marketing is introduced. No longer are drivers enticed into the showroom for a test drive merely by watching a TV ad showing the car in action, they want to have the experience immediately. This can be achieved through digital executions such as a driving game created for Mercedes-Benz to target younger drivers for the launch of its new A-Class model. But in their efforts to appeal to wider audiences, car brands must be aware of the risks of brand stretch, as outlined in 'When a Porsche is not a Porsche'. This introduction also looks at the work of the legendary creative John Webster and the lessons planners can learn from his approach.

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Car marketers can innovate in their communications by following the lead of the Coca-Cola Company and apportioning their marketing spend according to the 70:20:10 investment principle. This model, which has also worked for Google, can aid media planning by allocating resources to growing media channels such as mobile and social media. Although it shouldn't be considered a strict formula, it does allow some fixed proportion of spend to be regularly devoted to marketing innovation. Using examples from Kia and Volkswagen, this article explains the different allocations and how they can be used to help spread experimentation across brand and model portfolios across different countries.

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The large majority of the new car market has become so commoditised that models are increasingly difficult to tell apart. In a bid to appeal to as broad an audience as possible, some brands are losing touch with their heritage, often losing some of the soul that made them special. This is a particular problem for premium car brands, such as Porsche, where the decision to buy is controlled by the heart over the head yet few car marques have set the heart racing of late. The same can be said for car marketing communications. While the industry has moved on from the shots of mountain drives too many brands have created campaigns that convey 'trendy Dad'. This article outlines three main issues that the automotive world needs to tackle to bring the magic and passion back to the sector. These are hold onto the roots, resist broadening a portfolio to the point that the brand DNA is lost and embrace a distinctive style to stand out from all other cars.

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Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com. They take advice from people they 'know' but have never actually physically met. Car lovers will stick with their favourite trusted sources for advice on everything from buying a new washing machine, to lawn mower or watch. Effectively they seek advice in what is essentially a 'virtual pub'. Cars are one of the most widely discussed products online, with owners comparing fuel economy figures, sharing stories and photos of road trips and even organising 'meets'. This article advises car marketers on how to reach out to these opinion formers without alienating the ranks of established journalists.

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Digital media is key for reaching new car buyers in India, but with the array of information already on offer, this digital content must also be engaging at every level of interaction. Grey Digital India had this in mind when it was tasked with launching the new Volkswagen Jetta. It targeted its audience with the mantra of 'maximum knowledge, minimum effort', using various social media channels. First, it wanted to offer its target audience the opportunity to 'test-drive' the new model from the comfort of their own homes and did this with the development of a dedicated YouTube channel. It then essentially made the audience advertise the car themselves via the launch of a Twitter campaign, which showcased the extremes they would go to drive the new Jetta.

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Learn how automotive sector experts use sponsorship effectively in this document with cases from Volkswagen (India), Skoda (UK), Hero Honda (India) and Infiniti (USA).

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This document highlights best practice in using in-game branding effectively in the automotive sector with cases from Subaru (Canada), Mercedes-Benz (UK), Kia (USA) and Volkswagen (USA).