Mainly Integrated Marketing Communication (IMC) technique will be used to serve the purpose. Different techniques of marketing communication can be used by VOLVO, but selecting a communication strategy which has right blend of clarity, large communication impact and consistency can be a challenging task. The next half of the project will discuss about the features of the product. VOLVO MOVE is a seven-sitter MPV which has already won NCAP (New Car Assessment Programme) status according to European safety standard. Fuel consumption rate is very low for this car and applications like satellite navigation and park assist facilities are also offered along with their standard model. Moreover, the product is also priced at an affordable rate of ?24, 995. VOLVO has also successfully positioned itself as a car that offers safety and durability to the customers. SWOT analysis for VOLVO MOVE Strength VOLVO is perceived as a reliable and durable brand that manufactures durable cars. The company gives high value for safety and. Likewise in the process of manufacturing MOVE; the company has implemented all such measures. VOLVO has already created a group of customers who strive for safety and in the same way their new product can target the families and elderly people. Weakness Factor like traditional design can create a negative image in the mind young people and unknowingly VOLVO is de-marketing their product for their target young customer (D'Amico, “Demarketing e turismo sostenibile”). VOLVO lacks the technology to design stylish cars which is the reason why they cannot compete with the car brands like BMW, Cadillac and Lexus in terms of style quotient. Opportunity VOLVO MOVE can change its marketing strategy by using social media marketing to fulfil the primary intention of spreading their message for test driving. VOLVO MOVE can enhance technical features along with better design. VOLVO can use their previously satisfied customer groups to generate word of mouth promotion via online social interaction. Threat VOLVO is not a premium car brand and rather it competes with car brands like Infinity, Lexus and others. VOLVO MOVE has to change their marketing communication strategy constantly otherwise their competitor can copy their move. VOLVO MOVE needs to improve their research and development program on a regular basis to match with customer’s requirement. There is a threat for the car brand in the form of its old fashioned design. However it needs to change with respect to time. Integrated Marketing Communication (IMC) IMC is a strategic marketing communication technique and it represents four types of marketing communication modes. 1. General Advertising-General Advertising creates awareness about the brand and provides information to customers about different aspects and applications of the product. 2. Direct Marketing- This is an approach to create relationship with customers and delivering information about products to the customers. Direct marketing also helps to close sales cycle in a structured manner. 3. Sales Promotion-It is not a long term process. Incentives are there for both consumers and traders. 4. Public Relation- Companies can go for organizing public
Context Analysis and IMC Recommendation Table of Contents PART-A 3 Introduction 3 SWOT analysis for VOLVO MOVE 4 Integrated Marketing Communication (IMC) 5 Target Customer for VOLVO MOVE 5 Selection of IMC Technique 6 Conclusion 7 Works Cited 8 PART-B 8 Introduction 8 Brief Description about the Store 9 SWOT Analysis for the Cornish pasty Shop 9 Integrated Marketing Communication (IMC) 10 Target Customer for the pasty shop 10 Selection of IMC Technique 11 Conclusion 12 Works Cited 13 PART-A Introduction Swedish car giant VOLVO has recently launched their new car MOVE…
The scope of integrated marketing communications has been realized by various companies in different countries, but it has been understood differently in different contexts. Hence there is no rigid definition of this term that can be used to explain its utility in the context of the present company in its present marketing activities (Smith, Berry & Pulford, 1999).
The advertising strategy needs to be aligned to the marketing goals by identifying the nest ways to reach the expected market and thus making sure that the advertising messages are pitched to the right segments of the population. It also needs to be aligned to the marketing goals by ensuing that whatever advertising media are used are the ones that give the most bang for the buck and are able to attract the numbers and range of customers that they intend and need to reach.
This not only caters to the demand of the market but also makes the businesses sustainable and energy efficient in the long run. There is emphasis on the commitment of the company towards environmental welfare and economic viability (Univsersity of Vermont, 2012).
Going by the statistics culled from credible sources, leisure-seekers stand to be the biggest and most targeted segment in the global tourism market. In fact, leisure-seeking travellers constitute roughly 51 percent of the aggregate global tourist arrivals.
s been uniquely positioned as a brand which people would consume when they are at their comfort for example, during dining out, socializing, leisure time etc. The brand of Coke carries a strong message of bringing happiness in people’s lives (coca-cola.com, 2012).
age group 18 years to onwards, especially those who are not living in their home state because they are student or working and they often travel but cannot carry pets along due to the airline fares for pets.
There are many giant brands running campaigns online and gaining a
She narrated her story as an introvert when she was a kid. Books were her close friend, and when she went to parties, she felt as if she was in a wrong place.
She condemns the current education system and workplace as they favor only extroverts. One is
Besides, in consideration to meet the requirements of tourists Corfu Transport Authority made agreement with Trivia Buses i.e. the UK bus operator. Apparently, the contract governs the business to manage and operate the services related to
Even though the negative economic effects have been demonstrated in the increasing losses as a result of slumping in sales and obligatory reductions in capacities to produce, the non-economic impacts are also
10 pages (2500 words)Assignment
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