Car Industry Presentation

by names hidden Principles of Marketing

Introduction

Segmentation and Targeting Analysis

Consumer Behaviour

Promotion & Communication

Pricing & Place

Conclusion, Critique & Recommendation

References & Further Reading

Background information of the

car industry

History of the automotive industry

Segmentation categories:

Behavioral

Psychographic

Profile

Targeting strategies:

Undifferentiated

D ifferentiated

Focused

Segment Consumer / Product 1. Mini Compact, short journeys 2. Supermini Small size, small shopping 3. Lower medium Lower income, shopping 4. Upper medium Medium income, some luxury 5. Executive Business consumers, comfort 6. Luxury Space, high comfort, luxury 7. Sports High comfort, attention-seekers 8. 4x4s Performance, space, adventure 9. MPV Medium income, comfort, large shoppinng,

Segment Targeting Example 1. Mini Chevrolet Matiz, Hyundai Amica 2. Supermini Ford Fiesta, Vauxhall Corsa 3. Lower medium Ford Focus, Vauxhall Astra 4. Upper medium BMW 3 Series, Ford Mondeo 5. Executive Mercedes C Class, BMW 5 Series 6. Luxury Mercedes S Class, BMW 7 Series 7. Sports Mazda MX-5, Vauxhall Tigra 8. 4x4s Honda CR-V, Land Rover 9. MPV Vauxhall Zafira, Volksvagen Touran

Rational customer

Psycho-rational customer

Benefit segmentation

Promotion:

Defining promotional mix:

Advertising

Personal selling

Direct Marketing

Internet Promotion

Sales promotion

Publicity

Communication and strategy:

use of A I D C A formula

The Times – Vauxhall Astra City A.M - Jaguar

Independent Online, The Telegraph – flash ads

Survival

Example:

The Independent

Toyota

Product quality

leadership

Example:

City A.M.

Jaguar

Optional product pricing

Critique on marketing effectiveness

Recommendations

Adverts come from the UK printed media (newspapers and magazines), online banners, posters, billboards and TV commercials. [Collected in October and November 2007]

BBE Ltd (no date) Automotive Industry - History and Manufacturers. Online, available from: http://www.bracebridgeengineering.co.uk/automotive_industry_manufacturers.asp

[Accessed 18 November 2007]

Gow D. (2006) Fears for UK car plants as factories shift east. Online, available from:

http://www.guardian.co.uk/business/2006/mar/02/motoring.lifeandhealth [Accessed 10 November 2007]

Jobber D. (2006) Principles and Practise of Marketing. Maidenhead: McGraw-Hill Education (UK) Ltd

Jobber D., Fahy J. (2006) Foundations of Marketing. Maidenhead: McGraw-Hill Education (UK) Ltd

Lyne J. (no date) VW Spending $2B, Adding 1,500 Workers, New Line at Mexican Plant. Online, available from: http://www.siteselection.com/ssinsider/bbdeal/bd030127.htm