...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence appropriately...
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...(A Perspective on the Future of Small Cars in India) Submitted to: Submitted by: Ms. Kanika Jhamb Naveen Bangwal Roll no. - 05 Section – A17B2 Reg. no. -7470070078 B-Tech (h) - MBA (IT) Table of contents Abstract introduction objectives and scope of the study RESEARCH methodology literature review tata’s nano conclusion recommendations bibliography abstract A strong car brand can create significant value in the automotive industry. The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car's brand. For mass-market cars, brand helps determine which products a consumer considers buying. Furthermore, superior brands extend their halo across every model of vehicle within the brand. It's no surprise that most auto manufacturers make brand positioning and development a key item on their marketing agenda. Because of the prominent role that brand positioning and development play in many auto manufacturers' business strategies, this research has been conducted under extensive research and analysis to better understand how consumers think about car brands. The study analyzes the set of factors which provide valuable insights into consumer brand perceptions. The consumers have a simple yet sophisticated...
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...Assignment 1 In this assignment I will be evaluating the role of sub-cultural factors such as social class, age, gender, race or ethnicity as they affect consumer behaviour in my chosen market. The market I have chosen to investigate is the automotive/car industry. Also I will be discussing how a marketing manager might improve their marketing through use of my analysis of sub-cultural factors. Automotive Industry Outlook Automotives are an essential part of the daily life in the UK; about 75% of households own at least one car. Despite this, the Motor Vehicle Manufacturing industry has had a bad time recently. Industry revenue is forecast to stagnate at 0.1% per annum growth over the five years through 2011-12 to reach £37.4 billion. Car and commercial vehicle production is expected to decline by 2.5% per annum over the five years through 2011, to about 1.45 million vehicles. Revenue is expected to grow by 4.2% in 2011-12 but this positive performance is nothing to be complacent about. Competitive pressures and increasing complexity have led automotive companies to look for an edge wherever they can find out. Improved customer insight into vehicle shopping and buying behaviour can provide that valuable advantage. Cultural Factors Cultural factors have a significant impact on customer behaviour. Culture is the main reasoning behind a person’s wants, needs and behaviour. Marketers are always trying to spot cultural shifts which might point to new products that might...
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...“Chrysler in Trouble” Synopsis: In 2008, the United States economy experienced some major down turn. Banks ceased lending, there were problems in the real estate markets, there was a rise in unemployment, and there was a decrease in personal spending among consumers. The United States car industry was affected tremendously. Consumers found it difficult to get an auto loan and that the actual financing was too expensive. The auto industry had its worse year since 1992 in 2008. There was an 18% decrease since 2007. Chrysler’s market was restricted to the United States and since the crisis started there, Chrysler’s sales were affected greatly. Chrysler found it hard to carry its own business. Chrysler Motors, LLC was the third largest automobile manufacturer in the United States who filed for bankruptcy protection on April 30, 2009, under section 363 of chapter 11 of the bankruptcy code. The company included its 24 subsidiaries in the filing. In order to remain viable and as a condition of the bankruptcy filing, Chrysler announced that it would form an alliance with Fiat SpA. Fiat was scheduled to receive a 20% stake in the company and it would increase to 35% over time. The Voluntary Employees Benefit Association would secure a 55% stake in the company once it emerged from bankruptcy. The United States Treasury would also participate in the restructuring of the company since they considered Chrysler an integral part of the United States economy and for their...
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...regard to market performance of hybrid cars. - Electronic Fuel Injection: This scenario is an optimistic scenario for hybrid cars adoption. In this scenario 100% of the market will eventually adopt the hybrid car. This scenario predicts that the growth will start out slow, until there is a breakthrough in technologies that make the hybrid car even more efficient and affordable to the struggling class. When the breakthrough occurs there will be an accelerated growth and eventually the hybrid car will become the norm with 100% of the market will be adopting the car. - Solar Energy: This is an average scenario for hybrid cars adoption. This scenario predict that the hybrid car will see a steady growth from the beginning but it will never reach 100% market penetration. Unlike the optimistic scenario there will not be a period of extreme growth, instead, the growth will be steady throughout until the penetration reach about 80% of the market. The maximum market penetration potential for this scenario is about 90% and it will take a long time to get there. The reason for this scenario is that the technologies for the hybrid car will advance at a steady rate and at one point will overtake others car technologies, thus, become the best selection in the market. - Diesel Car in Europe: This is a pessimistic scenario for hybrid cars adoption. This scenario is predict a very slow growth for the hybrid cars. The growth will be small starting out and will continue to be slow...
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...baby boomers. -Young drivers (18-34 years old) The consumers in this target markets are mostly single and well-educated. They are fun and adventurous; they see driving more than just getting from place to place. They are confident and like to be the center of attention. The New Beetle has unique and non-conservative design that look “beautiful and interesting”; it is what the younger consumers like about the car. Also, the car is sold at a lower prices comparing to other European luxury cars. It is definitely more price-friendly and affordable to the young consumers. In addition, there was an existing marketing campaign targeting to a younger generation of drivers and product introduction such as the t spending even more marketing budget on the spirit of young drivers. Also “driver wanted” campaign shares similar attitude with the New Beetle, it captures the sprit of energetic and fun driving experience. Although the consumers in this group like the uniqueness of the car and relatively low price tag, most of them do not have past experiences of buying cars. It might take a lot of effort to sell a car to this targeted market than the other targeted market-baby boomers. The New Beetle to this group is a very attractive car and they are excited about the new car. -Baby Boomer This group of consumers have high purchasing power. Most of them are not the first time car buyers and they are strong emotional connection to the car. Their history with Beetle in the past is highly related...
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...the name BMWFilms that attracted the younger generation and neglected the current consumers. BMW should supplement this with advertising focused on their current consumer as well as additional customer service benefits for their current consumers who could progress from the 3 Series to 5 Series to 7 Series if properly maintained. Additionally, BMW in efforts to differentiate itself with seven new series in 2002 may potentially cannibalize the brand and force entrance into the mass-market. In order to avoid this issue BMW should focus on differentiating series and cars models from each other to better target their customers. In 2000, BMW had reached new record high sales in the United States after recovering from a record low in 1992. Due to this new high of sales along with no new car production for the next six months, there was an opportunity for branding BMW’s name specifically to differentiate it from the competition. This opportunity led to the creation of five short films that were only available online at BWMFilms.com. BMW hired Clive Owen as well as A-list producers to create these 5 short films that showcased BMW cars as supporting actors in dramatic plots. These films neglected the BMW customer profile while concurrently attracting the younger potential consumers. While this was effective in increasing share of mind in the youth, it did not focus on maintaining the current BMW consumer. Additionally, these films came at a great cost to BMW, spending approximately $15...
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...Application of Porter’s Five Forces Model on Tata NANO Brand Name: Unit Name Unit Code Tutor School Date Introduction The turnover in automotive industry is growing significantly. Companies need to sell their product across borders. To realize this, companies must evaluate the market forces in target markets in order to increase sales. One strategic tool used in evaluating market forces is porters five forces model. This tool highlights the key factors that determine the industry competition and the viability of such a market. The porters five forces model has been evolving with time. The principle ‘’the state of competition in an industry depends on five basic forces’’ (Porter, 2008 P.3) is still relevant. This analysis model covers a wide range of factors affecting the industry. Companies with awareness about their environment are able to make strategic decisions concerning their business. This paper discuses the application of Michael porter’s five forces model by Tata Motors Company on their new product, Tata Nano. Tata motors are the largest automobile company in India with revenues in excess of USD 16 billion in 2011. Tata motors have subsidiary companies and associate companies involved in various industries including mining, oil, manufacturing, and telecommunications. Tata motors have operations in Spain, Korea, Thailand, UK, and South Korea. The paper begins by identifying porters five forces. Second, a brief history...
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...Smart Car I would first like to start by identifying and discussing the types of decision processes a consumer goes through when purchasing this type of product. The first decision for any consumer is establishing the want or need for the product, in this case a Smart car. This I believe is fairly easy as it is a new product streaming on to the market, there is nothing else quite like it on the market and very few people will initially have them in the United States. So, this covers the need for recognition. Secondly, a producer, in this case Daimler-Benz must create a good marketing mix for the product that they are introducing into a new market. Daimler-Benz did through simple research here in America consumers want to feel they get a product that is worth what they pay. Consumers also like the aspect of something new that is different or flashy. Daimler-Benz did this through offering a vehicle that is very compact, offers great gas mileage, seats two, environmental friendly, allows the consumer to change the vehicles looks and is offered at a very good price tag. With all of these great aspects who wouldn’t want a Smart car. Now Daimler-Benz needs to afford consumers in the new market with the information needed to move consumers on in the decision process. They decided to enter the market here in the United States primarily in metropolitan areas not through a large advertising campaign but through the use of the grapevine in limited areas offering a small initial...
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...Research The actual goal of the research process is to evaluate the customer’s buying behavior of cars by taking Tata Nano as the primary example and analyzing car-marketing segments in the automobile industry in order to support the Indian automobile companies especially Tata Nano, for improving their market sales. Scope of the Research The main scope of this project is to analyze the information on the Indian automobile industry and the car marketing aspects of automobile industry by considering Tata Nano as an example. This research will provide the detailed overview on the automobile industry in India and the changes in the Indian automobile industry after the establishment of Tata Nano. It will cover the different aspects related to the car marketing like the marketing plans and marketing strategies required for success. Factors of the Research The main factors of this project are as follows: * The overview of the Indian automobile industry * The detailed information on the buying behavior of the customers when they buy cars Research and Study Within the process of completing this research, hasn’t faced any obstacles until now and in the process of gathering the information from the different types of data collection methods of secondary source of data, there are some limitations and restrictions for collecting the information. In the process of gathering the information from the articles and case studies of previous scholars the researcher was asked to...
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...Indian Automobile Industry, India has become a leading center in producing small cars. In the year 2006, Ratan Tata of Tata Motors conceived the idea of a tiny car at an extremely cheap price to capture the potential of the rapidly growing middle class segment. The outcome was the Tata Nano, the world’s cheapest car priced at one lakh INR. Rolled out from Tata Motors as the world’s cheapest car in the year 2009, the indigenous Tata Nano achieved immediate success, fulfilling its promises of a complete car at an affordable price for the middle class masses. The Tata’s had relied rather heavily on the publicity of their product. But rather than leveraging this publicity, Tata became complacent about the communication strategy. The USP of the product, the “cheapest” price tag, had backfired miserably, and actually shunned its sales. The status conscious customer obviously did not want to get associated with the tag of “Poor man’s car”, and would rather opt for slightly pricier rival options. Hence, instead of being perceived as a functional step above the motorcycle as it was intended to be, the Tata Nano started being largely perceived as a cut-price car. The Tata Nano was initially conceived as a safe personal mobility alternative to the huge section of the Indian two wheeler riding population, at an equally competitive price. But the safety of the car came under intense criticism when quite a few of the cars caught fire in their early days. This was followed by a call from Tata...
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...on branding resulted in the production of 5 short films under the name BMWFilms that attracted the younger generation and neglected the current consumers. BMW should supplement this with advertising focused on their current consumer as well as additional customer service benefits for their current consumers who could progress from the 3 Series to 5 Series to 7 Series if properly maintained. Additionally, BMW in efforts to differentiate itself with seven new series in 2002 may potentially cannibalize the brand and force entrance into the mass-market. In order to avoid this issue BMW should focus on differentiating series and cars models from each other to better target their customers. In 2000, BMW had reached new record high sales in the United States after recovering from a record low in 1992. Due to this new high of sales along with no new car production for the next six months, there was an opportunity for branding BMW’s name specifically to differentiate it from the competition. This opportunity led to the creation of five short films that were only available online at BWMFilms.com. BMW hired Clive Owen as well as A-list producers to create these 5 short films that showcased BMW cars as supporting actors in dramatic plots. These films neglected the BMW customer profile while concurrently attracting the younger potential consumers. While this was effective in increasing share of mind in the youth, it did not focus...
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...investigation into the factors that influence the Glaswegian public’s choice of car. Student ID Number: 2059626 Date of Submission: November 29th, 2012 An investigation into the factors that influence the Glaswegian public’s choice of car. Rationale The number of automobiles had risen to over 1 billion vehicles all the world in 2010, which is 20 times more than this number in 1986(Sousanis, John,2011). Car plays a indispensable role in today's society, according to a survey from World Bank(2011), the number of ownership of motor vehicles per 1,000 people is more than 500 in most of developing countries, especially for Monaco, the number was 908(World Bank Data,2009). Although cars have become more and more commonplace, but the cars are still expensive commodity, also there is no doubt that the final decisions are usually made after careful consideration when people purchasing a car(Kathuria, Singla,2012). At the same time, as the vehicle types supplied to be chosen by consumers have become more and more various. When consumer facing with abundant of choices, they become more and more confused and irresolute. With the segmentation of automobile market, the factors that affect the public' car choices are more and more diversified. According to Couton et al.(2006), various studies have applied hedonic price modeling to show that price variation among new cars can be explained by differences in key product characteristics such as...
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...nameplates 2010 Successfully brought down nameplates 2010 Enhancement of existing Sync Function 2010 Enhancement of existing Sync Function 2009 Revenues came earlier than expectation 2009 Revenues came earlier than expectation 2010 Launch of small efficient cars 2010 Launch of small efficient cars 2008 Raise cash the old fashioned way, start relieving 2008 Raise cash the old fashioned way, start relieving 1998 Bestselling vehicle 1998 Bestselling vehicle 2006 Planned to perform cardiac resuscitation 2006 Planned to perform cardiac resuscitation III. Objective * To be able to identify why Ford committed failure * To be able to determine what are the competitive advantage of the company * To be able to discuss where to position the brand * To be able to help Mullaly in making decision * To enhance the reading and analytic skills of the student IV. Statement of problem 1. After 10 years of operation, Ford’s revenues, market share and brand equity fell down. 2. Does the external environment affect the decision of the company. 3. Can Mulally succeed in too much focused on small cars. 4. Sync System already exists, can Ford fully capture the eye of consumers. 5. Global Economic conditions still remain fragile, can Mullaly stick to one strategy....
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...A CASE STUDY ON THE INDIAN SMALL CAR INDUSTRY Prof. Tapan Panda A Case Study on the Indian Small Car Industry A BRIEF OVERVIEW ON THE INDIAN SMALL CAR INDUSTRY If there is one big market that is forcing the global auto majors to think small, it is India. Until yesterday, all the world's auto-manufacturers expected to create success out of their midsize products. There were as many as five players in the mid car segment and just one--the Rs 7,956-crore Maruti Udyog Ltd (MUL)--in the small car segment. Suddenly Daewoo Motors India and Hyundai Motors India--are changing lanes midway, making the small car market as the pivot of their marketing strategy in India. Couple that with the fact that two domestic manufacturers--the Rs 10,074-crore Tata Engineering & Locomotive Co. (TELCO) and the Rs 223-crore Kinetic Engineering--are ready with similar indigenously-designed products to compete in this market The last two years has really been the period of war in the small car market The story Behind…. The auto majors read the market wrong. Since the small segment was dominated by MULwith a market share of 96 per cent and given that the Trans –national brands already had tried-and-tested mid-size models in Indian market, this segment was more attractive than the existing ones. This perceptual change was because of two reasons. • • The clutter in the large and midsize segment due to entry of many international players. The small segment grew faster than the mid-size one, driven...
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