Consumer Behavior Project

Project Objective: To create a marketing campaign for a struggling brand

Skills Learned: Consumer Behavior, Consumer Personas, Market Research, Creative thinking, Electric Car Industry Knowledge

Class
Consumer Behavior

Year
Spring 2024

Three Rivian electric vehicles are parked on a grassy field against a mountainous backdrop. "Research" is written in large white text over the vehicles. Below, a black panel with white and yellow text states: "Rivian's Problem: 1. Low Brand Awareness 2. Negative Perceptions around EVs. Primary Research explains exploratory research with 16 interviews to gauge opinions on EVs, the Rivian brand, and awareness, highlighting strengths and weaknesses."
Infographic outlining consumer buying process for electric vehicles (EVs) focusing on internal, social, and external influences, benefits, and pain points, with attention to Rivian vehicles, technology, environmental impact, infrastructure, and market challenges.
"Roamin' with Rivian" Challenge poster featuring a scenic mountain landscape, text details about a one-year national park challenge led by social media personalities, and incentives for participants using the hashtag #roaminwithrivian. Includes logos and icons related to outdoor adventures.
Infographic titled "Recommendations" for Rivian's problem of low brand awareness and negative EV perceptions. Suggests a social media campaign called "Roamin’ with Rivian challenge" and increasing showroom presence to educate consumers about Rivian EVs, especially the R2 SUV.
SWOT analysis for Rivian highlighting strengths, weaknesses, opportunities, and threats. Strengths include adventure focus, brand differentiation, and Amazon partnership. Weaknesses are low brand awareness and infrastructure challenges. Opportunities involve product innovation and partnerships. Threats include competition and consumer trust issues in EVs.