Advertising Strategy in the Car Market - Essay Example

North American VP Isla Driver Senior Brand Manager (Zamda Motor) October 24, Strategic Communication Channel For “2.2”Brand Advertising is the creation of awareness on the existence of a given product in the market. Businesses, while engaging in advertising should first consider who the customers are, and define their various buying procedures. Buyers exhibit distinct tastes and preferences and vary in accordance to the market variables. Different cultures, races, ages, life cycles, and societal classes tend to modify the buying process. The presence of innovative competitors poses a threat as buyers may entirely become loyal to the brand that gives them the best. In the car market, businesses face stiff competition, since every product has to match the current tastes and preferences of the consumer. Similarly, different classes of and demographically varying groups will exhibit different wants; thus, the product needs customization to reach the various consumer groups effectively and efficiently. The following defines a brief protocol that Zamda Motors could use to competitively, sell the new “2.2”two seater car to the youths. Zamda motors started manufacturing vehicles in the year, 1970. Since then, the company has little pride to show from the market, due to stiff competition. The company meets competition from fellow Japanese companies, for example, Toyota, and Honda. The competitors have large market share following tremendous growth over the period they survived in the market. Toyota and Honda draw customers closer due to the satisfaction that their products offer. Therefore, Zamda Company needs to analyze the features that enable competitors to rule in the market and strategically define and acquire a profitable market share. The company must decide to increase features to the model it wishes to introduce in the market. Therefore, Zamda decides to penetrate the market with the current two seater sporty model, which will lure youths into the buying process. The outreach targets precisely, male and females ranking at the ages of 22 to 34. The company elaborates on the fuel effectiveness of the car thus drawing a consideration that, the customers’ expenditure patterns do not increase in relation to maintenance of the purchase. Zamda Motor Company will identify the target customer, and persuade them to place purchases following the outstanding features installed in the vehicle model. The “2.2” car model is one of the best cars in the current American market relating to the dynamic change that is forcing consumers to seek comfort, driving experience, and sense belonging to a certain group of the society. The company is targeting the needs of the American youths in all genders, to offer satisfaction. Zamda Company assures the customers that the vehicle model targets to suit their needs satisfactorily. The company defines the car’s features as sporty, fuel efficiency, durability, considerable price, and modernized to the current technologies. Zamda states clearly that this is the only model that delivers satisfaction to the current needs above the vehicles offered by rival companies. The company’s researchers reveal that, many youths in America seek to own new cars, but financial capabilities deprive them of the opportunity. The company further derives information that, most of the available cars enter the American market with considerably higher prices such that, the willing buyer lacks the ability to place an order. Zamda identifies that, despite the history of competitors, most of them target the rich customers, aging, and adults at the age of 35 years. Therefore, the youths who also seek driving experiences to acquire comfort tend to remain unattended to despite the fact that they constitute to the better portion of the population. To that extent, the company seeks to satisfy this market segment, which lacks consideration from other key players. The company identified that, most of the youths at the ages of 22 to 24, were singles, couples, married with no kids, and married with only one kid. At this point, the company analyzes the strengths of targeting the segment with a two-seater vehicle that defines the needs and values of the youths, and seeks to satisfy accordingly. The company revived the funding rates towards the brand as it seeks to avoid failure in the volume of expected sales. The company seeks to establish various channels that will create effective awareness to the customer. The market scope ranges from the North Eastern states of the U.S.A to the lower parts of the neighboring country, Canada. The effectiveness of communication medium is most probably to avoid failure in sales performance. Zamda Motor Company should determine the channel that will effectively convey the message to all customers. The channel should be convincing, relay all brand attributes in the most suitable form, such that, the target customer grasps every iota of information about the car. Zamda Motor Company should consider the cost effectiveness of the channel in relation to the available funds of $1,000,000. The advertising department must ensure that it does not spend the whole amount on a single medium, since; advertisement prevails even when the car is at the point of sale. Therefore, all selected channels should maintain or enhance the model’s features to the extent that, customers respond accordingly at the earlier stages. Internet is the most preferred channel to televisions and radios among other media elements. The decision to select Internet over other media is that, internet remains the most attractive mode of communication among the youth and teenagers. Information relayed in the internet reaches a massive audience, at a cheaper cost. Once the model’s advert runs on the company’s website, the likeliness that the perceived customer will turn in favor of the product increases accordingly. Information passes through the customers with similar views, such that, others will seek information from the rumors held. To the extent that buyers are aware, the sales will increase tremendously. Zamda Company will reach customers through the company’s web sites, television during the prime time, outsourced advertising web pages, and billboards to capture the eye of the Eastern Canadian youths. The process should prevail over the next six months as statistics define that, at such a time all customers will be aware of the product. The internet pages will relay the information continuously throughout the period of six months while other media sources will relay the advert at controllable intervals. The budget defines clearly that, 30% of the amount will cater for internet, 30% for television and radio, and 40% will cater for billboards and display advertisements at the point of sale. Conclusions are that, The Company hopes to relay the advertisements prior to the summer holidays, as it is at this period that the customer is free to visit various places. The dealer is certain that the vehicle is eye-catching and will not spare the urge of able buyers. Purchasing turnover will increase over the summer holiday and most probably, the company will yield returns on investment and profits within six months. The company expects that the sales and delivery of satisfaction will rebuild the image and derive customer loyalty accordingly. Read More