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Memo

Canada has a gross domestic income per capital of $41,000 and a total population of 34.3 million inhabitants (Culturegrams, 2012). Zamada Motors is looking to expand its operations into the Canadian marketplace. The firm in 2014 plans on launching a small compact car called the “2.2”. The car is a small two seater with high fuel economy that is targeted to compete with Fiat, Mini, Ford and Toyota. The purpose of this memo is to provide a comprehensive integrated marketing strategy for Zamada Motors. The company has a marketing budget of one million dollars. A million dollars might seem like a lot of money, but to launch an introductory mass marketing campaign in a foreign country the budget the firm has is limited. Despite the budget constraints there are marketing channels that can be used in a combined manner to achieve the goals of the company. The first step for the company is to let the Canadian population know about existence of the Zamada brand. The marketing plan will start by focusing on the brand. The second step of the strategy is to emphasize on the “2.2” to drive the sales of the product. The marketing budget of the firm will be divided in two initiates. The company will spend 20% of its budget to get the word out about the brand. The remaining 80% of the budget will be used to market the “2.2” car model. ...
To minimize cost the company will select to launch its ads in popular shows that are not part of primetime television. The firm will place three commercials per week for a period of three months. The firm will contact all Canadian TV stations to negotiate a deal for the marketing package. The bid the company will make for the commercials will be valued at $150,000. If for some reason the firm is not able to negotiate a contract based on those parameters the company will lower its expectations to two commercials per week instead of three. The second marketing channel that the company will use is the written press. Some of the potential newspapers the firm might perform business with include Georgia Straight, The Fountain Pen, High River Times, and Oxford Review (Onlinenewspapers, 2012). The marketing budget for the written press initiative is $20,000. For that budget the company expects to have a daily ad in the newspaper for a period of three months. The final channel that will be used for the initial public relation launch of the company is the radio. The company will place four radio ads per week for a period of three months. The marketing budget for the radio campaign is $30,000. The second phase of the integrated marketing campaign is to introduce the “2.2” car model to the general public of Canada. The firm has a marketing budget of $800,000 for this initiative. The company will use some of the marketing channels utilized in phase one as well as other marketing channels that are better suited for a marketing strategy to target a specific demographic group. The company will once again utilize television as one of its channel. The television campaign to introduce the “2.2” will be shorter than in phase ...Show more

Summary

To: Boss From: Date: October 29, 2012 Subject: Integrated Marketing Plan Zamada The automobile industry is one of the largest industries in the world. In 2011 the auto industry generated total global sales of 72.8 million units (Plunkettresearchonline, 2012)…
Author : ooconner
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