A large automobile company, leading in combustion technologies (i.e. diesel and gasoline), but with little experience in alternative technologies (i.e. hybrid and electric engines), has trouble with the sales of its diesel cars, due to the tough environmental regulation. The company is willing to start a new interactive marketing communication campaign, but is not sure what will work best. What would you suggest given the following background information?

Size Compact Midsize Full size Compact Midsize Full size Body style sedan/SUV sedan/SUV limousine sedan sedan Limousine Engine combustion combustion combustion alternative alternative alternative Production Very high Very high medium low Very low Very low capacity Demand Very high Very high low medium Medium OW Profit OW medium high OW medium high margin Main Young Mid income High income Mid income High income High buyers single, low single/family, family, single/family, single/family, income income, small midsize small midsize family family, business business business business second car Market Sharply decreasing demand for Diesel, Increasing demand for all cars, unknown prediction stable demand for gasoline cars, potential demand for SUVs increasing demand for SUVs Current TV and print ads for the general brand, TV and print ads for the general bran advertising billboards and banners for new models