Car Industry Presentation

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    Car Industry Presentation - Presentation Transcript

    1. 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
    2. 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,
    3. 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
    4. The Times – Vauxhall Astra City A.M - Jaguar
    5. Independent Online, The Telegraph – flash ads
    6.  
      • 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
      • [Accessed 10 November 2007]
      • SMMT Ltd (2007) Motor Industry Facts 2007. Online, available from:
      • http://smmtlib.findlay.co.uk/articles/sharedfolder/Publications/Motor%20Industry%20Facts%20-%202007%20final.pdf [Accessed 18 November 2007]
      • Walker L. (2007) Principles of Marketing Module: Segmentation, targeting and positioning lecture . London, University of Westminster
      • Walker L. (2007) Principles of Marketing Module: Operation Management lecture . London, University of Westminster
      • Any questions?
      • For further information please contact us on
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