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The products range from sedans and station wagons to sports utility vehicles (SUVs), vans, trucks, as well as luxury vehicles. The vehicles offer a wide range of characteristics, functionalities and capabilities, including a variety of colors and designs, superior engine performance, fuel efficiency, off-road capabilities, speed, safety and reliability, an unmatched driving experience, and attractive warranty conditions. The other element of the marketing mix is price. As the target market is broad, it is prudent to use various pricing strategies. For instance, luxury consumers comprise one of the target segments. For this segment, premium pricing would be appropriate. For non-luxury consumers, for example consumers who just need a car for mobility, strategies such as market-oriented and value-based pricing can be used.
After determining what product is to be offered to the target market and at what price, the next step is to define where customers can get the product (Mullins & Walker, 2013). In the automobile industry, dealerships are the most common way of distributing products to consumers. Working with established automotive dealers can be useful in this case. Showrooms can also be used. In addition to dealerships and showrooms, online distribution can be used. With the increased popularity of online commerce, the automotive industry has not been left behind. Today, cars can be purchased online and delivered to the customer's location. This channel will be exploited to increase distribution. The final element of the marketing mix is promotion, which involves reaching out to the target market.…
Integrated Marketing Communication Plan The objective of this work is to develop an Integrated Marketing Communication Plan. This work will choose a product or service in common usage and conduct an examination of the product or service to see if the company is online and if it is doing any online advertising the existing integrated marketing plan presently in use will be discussed. This work will describe the promotion mix and
Apple: Integrated Marketing Communications Plan Apple has been described as the genius of geniuses in the marketing world. Its founder Steve Jobs has been mythologized as a marketing wizard who somehow causes his business to flourish despite apparent setbacks of product, and other companies and marketing analysts have labored to discover what it is that makes Apple unique. Apple is superior in its advertising. Their most famous ad campaigns include the 1984
Communications Plan Developing and Managing an Effective Marketing Communications Plan The chief focus of an effective communications plan for any company is the customer. Today's customers have high expectations for offerings that not only satisfy their needs, but also reflect their individual tastes and preferences and provide superior value. In a highly competitive marketplace, companies must consider the importance of meeting and exceeding these expectations in order to win new business and
3.2 Segmentation The DKNY perfumes are divided into two segments, based on the consumer types they target -- perfumes for women and colognes for men. The main segment is represented by perfumes for women. 3.3 Targeting The main market targeted by Donna Karan New York is constituted by above the average income women. 3.4 Positioning The positioning strategy used by Donna Karan New York is a dual one. On the one hand, the DKNY perfumes
Brand Communication Management on Organic Products In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the
3.5. Communications Strategy The company has developed and implemented an innovative communications strategy in order to attract more customers. Therefore, the company sells its tickets through cash machines, mobile phone networks, convenience stores, and movie rental shops (Sobie, 2006). The company has also organized a series of parties where customers are invited to learn about the company's products and services and to participate in a series of games and other activities. 4.