Marketing The New Car Brand

In un antitheticaliated strategy, it is assumed that the foodstuff is one considerable homogeneous unit, with no signifi rout outt differences between individuals thin that commercialise. 4. 3) Customized approach shot Companies pass by customized approach to unclutter betray profitable in commercialize as it is strategy which is adopt to develop for each guest as contradictory to each segment. This approach is dominant in market place. This approach substructure nominate provoker different from former(a) auto scars by giving the different requirements in assembly line. Undifferentiated trade would be the best for England moment.According to Blithe, consistent merchandise is about using a scatter gun approach (2012 85). In the future plans we give introduce customized approach as well. By adopting this approach we can make our brand different from other car brands by giving the different requirements in assembly line for the manufacture of automobiles. The cars pull up stakes non be class-leaders, and European models allow for offer higher standards, still the launch England SEC is at least inoffensive and should offer split up of room. 5. Positioning Kettle (1997) says that Positioning is the act of designing the companys offering and objective nodes minds.Positioning is not what you do to a product it is what you do to the mind of a prospect (Rise and Trout, 1972). To make our brand compete in racket we oblige to focal advert on somewhat positioning strategies. Fig (AAA) According to market survey Renault has positioned their brand up, that creates a vacuum and Geol. can h emeritus that position. As AKA, Haunted, fiat and Citroen will be the main competitors for our England SEC, so in target to penetrate in the market we draw to introduce more than war-ridden strategies. Along with providing low price and longest warranty, Geol. has to pay more focus on node services.Therefore geol. is providing breakdown cover for three y ears and as geol. exclusive Geol. will put forward customers with low premium or can also offer them change in their premium n bowed down(p) months so that customer will extract to buy the car and can offer ignore if they make the payment in full as one off payment. This will abet Geol. to stand out than other competitors and will avail to get more sales and profit. 6. Marketing incorporate The term marketing mix was first coined by Neil Borden, the president of American association in 1953. It is a mixture of several ideas and plans brought forward to move on a particular product and brand.The elements of marketing mix are much called the four As of marketing which are product price advancement place Fig (AAA) This four ups concept was used in old era when choice was limited with no extra services. But straight in this changing consumer marketing services with product are inborn which gives rise to 5th P I. E. bulk. Some commentators added two more As which are physica l test and processes. For our Geol. England SEC, we suck used these 7 As as follow 6. 1) Product Product quality and reliability should be in our mind if we are going to capture consumer market.The specification of England SEC is 0-MPH 12. Sec Top speed 1 MPH Economy 43. Amps ICC 181 g/km Kerr weight keg Engine type 4 frump try Power EBPP at side Torque 127 lb. Ft. At ramp Gearbox 5- SSP manual. Rupees automotive fit-and-finish departments certainly dont ingest anything to fear from this car Our brand Geol. England SEC provides convenience and comfort, reliable carrying into action and long warranty of 7 years to compete main competitor Aka because Skis unique selling point is its 7-year warranty (business case studies, 2012).The SEC isnt going to threaten Rupees class-leading family cars but from EYE. O for a full-sized family car, no one will expect it to. 6. 2) price goodish pricing decisions are crucial to a successful business and should be considered at both long-term strategic and short-term tactical levels. We priced our brand similar to competitor and Geol. SEC will be EYE that is brassy and affordable for the purchase of a bare-ass car. Geol. will be launched as an entry level, for money. Geol. will providing abstemious finances and also provide discount to the customers who will pay the balance off in one payment. . 3) packaging As people in UK are not aware of our brand Geol., so we will spend a huge amount to recruit by participation in automobile exhibitions, advert on internet, swappers, magazines radio, telecasting and by personal selling leaflets. 6. 4) Place The place aspect of marketing mix deals with the dispersal channel for products and services. In commit to control the distribution channel, Geol. at the beginning will generate more automotive dealers so that the car display shops go high and people can slow approach it.We will increase the numbers of occupyly operated stores in order to get an access to the local mark ets and will also create a website in order to reserve a place in the e-commerce world. 6. 5) People This element of marketing mix covers the front line sales and customer service staff ho will pull in a direct impact on how your product is perceived. Galleys distributors will not only make their staff well-trained and k straight offledgeable about the product, but also there will be the office kind of people for the Job. Geol. will consider customer service as top preference. . 6) Physical Evidence Geol. will provide as much evidence of the quality as possible. To make customer relax and confident Geol. will also offer test drive service, so the customer can have some practical evidence before buying. Geol. will ask for feedback from customers so we can develop to attract crude customers. 6. 7) Processes The process part of the mix is about being easy to do business with. Geol. will provide customer with customer help line number which will be easily accessible to the right depa rtment to solve their problem.Geol. will also design its website with update technology, which will show the availably or non-availability of the product in particular shops. These advances processes will help Geol. to attract customers because of its easy-to approach method. 7. SOOT ANALYSIS weaknesses, opportunities and threats involved in a tell or in business venture. The soot analysis for Geol. SEC is in short described in table below Table (AAA) 8. Recommendations We should go for media advertising to improve brand image by spreading company policies and innovations to our consumer.Advertisement of Geol. through different channel corresponding web, print media etc. Is also necessary. As customer today has become more cynical, time constrained and demanding hence to deliver current customer satisfaction, our priority at launch is to have a trained representative network. Mostly customers have concerns about customer services, to get market edge we have to make and consist ently hold in our customer service as good as customer demand and acquirement. Geol. can target new customer through logical appraisal and feedback.We should have to customize our product according to customer desire like fancy styled alloy rims for young customers, diesel engine for customers doing high pike mileage etc. Geol. should do engine modifications to attract wide mountain chain of customers. Geol. should not be market orientated only for capturing the consumer technology and have to do some innovation regarding car specifications like car internal/exterior design in order to compete with other car manufacturers and to capture consumer intentions. We have to widen our range as quickly as possible, probably at least a new model range every year for the next few years. 9.Summary of old age phrase the geezerhood article says that business performance depends on the advance skill in understanding the customer which has being generally approved by the marketing researche r who says the impact is high in market orientation on business performance. It is almost axiomatic that through on-going monitoring of customers, their needs, and market conditions, firms adapt to develop and deliver the products and services that are valued by customers by using total quality management (TTS). This behavior, termed market orientation (MO), is now central to marketing thought and practice as a rudimentary predictor of firm performance.However, the construct continues to receive critical, largely adverse, commentary from some scholars, Hammer and Parallax (1994) argued that an MO leaves the organization open to the tyranny of the server market in which managers see the world only through their current customers eye and develop TTS which does not give positive output. Brother, Hilbert, and Pit (1999) suggested that being market oriented detracts from innovation. The common theme among the criticisms is that businesses pay a penalty or being market oriented.Slater a nd Nerve (1995) also argued that MO is inherently entrepreneurial because a market-oriented firm is able to anticipate and respond to the latent and rising needs of customers. Mentor, and ?isomer (2002) found that MO mediated the impact of entrepreneurial lust on business performance. Although they advance the literature, these studies do not explicitly lie with or measure the proactive place of MO and thereby conk out to respond adequately to the charge that MO is overly antiphonary However, significant gaps remain in responding to the critics.First, scholars present an overly positive view of responsive and proactive MO they neglect the potential costs associated with each dimension of MO that may diminish firm performance. The responsive and proactive market orientations may influence overall new product program performance through their impacts on incremental and radical innovations, respectively. This suggests that project teams working on product improvements may practic e responsive MO, while those working on radical innovations practice proactive market orientation. 0. Summary of the new consumer article See appendix, page 12. 11. Critical appraisal of recommendations in relation to age article In our recommendations we are quite agreed with Days initial statement that customers are very important and the more you know what customers want, the more you are going to do business profitably. And we also recommended that business should bear on and regulate its capabilities according to customers demand. But we are not agreed with Days statement of being totally market oriented using TTS.Here we will oriented because it get distracted from innovation and thats why we recommended that Geol. should not be market orientated only for capturing the consumer market UT also should have a look over future aspects and innovations. 12. Relating critical appraisal to the new consumer As relating new consumer to the recommendation made on the days article, we analyses baker also said that the consumer should be given be given immensity as the business environment has been changed now.He said the key challenges facing consumer marketers have been thrown up by the tectonic change that has impacted the macro-marketing environment. In the shift from a production-driven to a consumption-led economy, conventional approaches to consumer marketing are not succeeding in enabling organizations to master the dynamic complexity of the new market place. These key challenges can be summarized as the need to orchestrate the concern of brand owners and retailers. Embrace the new consumer. Help organizations develop real consumer responsiveness. Lift marketing out of its crisis.