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 tapping into the 4 P’s of marketing. Also their campaign was indisputably designed aptly towards their target market. But at the same time it shouldn’t be inferred that it was done in the most effective way.

The findings based on our extensive research highlight the positive and negative effects to consumer in their pre-purchase search, evaluation of alternatives and buying behaviour