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SDSU Student Team Wins First Place in Cadillac Case Competition
Graduate business students travel to Detroit to pitch their ideas for the 20-something market at GM headquarters

CONTACT: Shelley Herron
SDSU College of Business Administration
Phone (619) 594-4501
[email protected]

SAN DIEGO, May 11, 2004 -- Four graduate students from the San Diego State University (SDSU) College of Business won first place at the national level of the Cadillac National Case Study Competition May 7. The students earned a chance to pitch their marketing ideas to Cadillac executives after placing in the regional competition last month.

Cathy Karaguez, Jimmie D'Ann Owen, Dana Weiss, and Jennifer Windrum presented their ideas on how to market to Generation X and the Millennial Generation to Cadillac's General Manager, Director of Advertising and Sales Promotion, Marketing Director, and Chemistri's (Cadillac’s ad agency) Account Directors.

The graduate student team submitted a marketing proposal in March to Cadillac as part of the national competition. The top two schools were then selected and invited, on an all expense paid trip, to present their marketing plans at the GM headquarters.

After beating schools including UC Berkeley, UC Irvine and the University of Virginia in the initial round of judging, San Diego State competed for first place in the MBA level competition against Tulane University.

Cadillac challenged students to help make its brand positioning as the "standard of the world in luxury" relevant to Generation Xers and the Millennial Generation. To accomplish this task, the SDSU team conducted personal interviews and an online survey of 200 car buyers to learn what these generations feel are standards of the world in luxury.

After analyzing the survey results, the team then created a marketing plan that details specific advertising, sponsorships, alliances, website, and grassroots programs to reach the target generations.

The two marketing programs for Generation Xers and Millennials have the consistent message, “Cadillac, when you know you’ve made it!”

The Generation X marketing program includes sponsorships of television shows such as "The Apprentice," as well as sporting events, the New Year’s Eve party in Times Square, and NYC/LA marathons. Alliances with prestigious, stylish, and successful brands include offering special edition Cadillacs with interior designs by Gucci, Prada, or Coach.

The students’ millennial marketing program combats Cadillac’s stodgy image with up-and-coming athletes, humor and music, celebrities like Will Smith, and aligns the brand with MTV. The proposed sponsorships include MTV’s “Real World/Road Rules Challenge,” “Choose or Lose, 20 Million Loud,” “American Idol” and “Miss America.”

The team participated in the competition in conjunction with SDSU’s Seminar in Marketing Research course taught by Marketing Professor. Don Sciglimpaglia.

Sponsors of the competition were EdVenture Partners and Chemistri.

About the SDSU College of Business
The SDSU College of Business is one of the largest business schools in the U.S., with over 6,000 students. Its programs in undergraduate international business and graduate entrepreneurship are ranked among the top programs in the country by U.S. News & World Report. SDSU is the oldest and largest institution of higher education in the San Diego region. Founded in 1897, SDSU offers bachelor's degrees in 79 areas, master's degrees in 67 and doctorates in 14. SDSU's nearly 34,000 students participate in academic curricula distinguished by direct contact with faculty and an increasing international emphasis that prepares them for a global future. For more information log on to www.sdsu.edu.

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Sounds like a good way for Cadillac to further distance itself from its "grandma car" reputation.
 

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It doesn't take a rocket scientist to figure out what Cadillac needs to do:

1. Fire the exterior and interior design staffs in their entirety;
2. Stop thinking that Cadillac can be an American answer to Europeans;
3. Innovate, don't pretend.
4. Look at what Chrysler did with the 300C. In one move they've already changed a perception of a moribund brand that Cadillac still hasn't managed to do.

There is a lot wrong with Cadillac. Their only salvation is that Lincoln to date is worse then Cadillac in reading the market and offering good looking cars. Caddy's may run decently (what a change) but they look awful doing it. Nothing is pleasing to the eye from any angle. Awkward.
 

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i dissagree with laser. i think cadi has improved dramaticly, and is on the verge of being right up there with bmw and mb. the styling does have its love it or hate it critics. i personally love it. those who hate it, can always go to buick, thats what its there for!

back to original topic, think cadi will finally get the true pulse of the younger market in their marketing.. even x generation could care less about led zeplen.
 

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Originally posted by IMPALAon20s@May 13 2004, 10:28 PM
i dissagree with laser. i think cadi has improved dramaticly, and is on the verge of being right up there with bmw and mb. the styling does have its love it or hate it critics. i personally love it. those who hate it, can always go to buick, thats what its there for!

back to original topic, think cadi will finally get the true pulse of the younger market in their marketing.. even x generation could care less about led zeplen.
Agreed! I would hardly consider switching to Chrysler's strategy over Cadillac's. While the 300C is a great(!) car, looking at Chrysler overall over the past several years leaves a lot to be desired in terms of such fundamentals as product launches, productivity, manufacturing, and, of course, marketing.

I understand your point: "...and [Cadillac] is on the verge of being right up there with bmw and mb." In fact, in some measures like quality and manufacturing, Cadillac already surpasses BMW and MB. Cadillac should continue to focus on its present strategy, despite the fact that some may find it's styling less than agreeable. And embracing younger generations will surely pay off down the road.
 

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Being in that target group, I think their marketing isnt a problem. Take $5000 (or more) off the price and I would consider a Caddy. I would love to own a CTS, I think they look great.
 

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I disagree with laser as well. Sorry bud!

I'm hardly into the shiny wheels and badging, but I'm downright impressed by the CTS and even moreso the SRX. What a huge step forward.

I'm 35 and for the first time in my life I really like what Cadillac is doing with their product. Go figure.
 

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Originally posted by laserwizard@May 13 2004, 05:17 PM
It doesn't take a rocket scientist to figure out what Cadillac needs to do:

1. Fire the exterior and interior design staffs in their entirety;
2. Stop thinking that Cadillac can be an American answer to Europeans;
3. Innovate, don't pretend.
4. Look at what Chrysler did with the 300C. In one move they've already changed a perception of a moribund brand that Cadillac still hasn't managed to do.

There is a lot wrong with Cadillac. Their only salvation is that Lincoln to date is worse then Cadillac in reading the market and offering good looking cars. Caddy's may run decently (what a change) but they look awful doing it. Nothing is pleasing to the eye from any angle. Awkward.
Um... where have you been for the past year. Their designs are original and very American and to many, very attractive. If you don't want Cadillac to copy the europeans, then why would you want them to change their design? They're being innovative with with engine technology nightvision. Remember that? Yeah, Cadillac was one of the first companies to have that technology.

Try to be more like chrysler? So, have a German car company engineer just about all of their cars and then go to retro-ish designs? Not to say that the 300C isn't bad. I like it, but it's just one car that's been doing very well for Chrysler and it's not innovative at all. Cadillac has more than one hit on it's hands. I'd say their doing very well for themselves.
 

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Lazer is wrong all over the place...........

I'm in the 20something demographic and I love my CTS, all my friends do as well... I'm noticing more and more CTS on the road but still get lots of looks more from the younge than the older lot!
 
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