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Integrated Campaign Strategy - Essay Example

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Integrated Campaign Strategy

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 ...Show more

Summary

TO: North American VP Isla Driver FROM: Senior Brand Manager (Zamda Motor) DATE: October 24, 2012 SUBJECT: 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…
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Integrated Campaign Strategy essay example
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