Marketing in Luxury Cars

College
Case Study
Miscellaneous
Pages 8 (2008 words)
Download 0
Marketing and advertising promotions influence car buyers in many different ways. Product placements, "buzz" campaigns, and sponsored and independent Web sites influence buyers at different points in the purchase process. Marketers adopt something like the just-in-time approach that is best practice…

Introduction

The ad has a creative bent helped by the tag "Engineered Mischief" which shows the car driving along and in the process casting a shadow shaped like a pitchfork. The advertising copy reads: "Born with a silver pitchfork in its mouth."
In terms of consumer behavior, the focus of the Porsche Cayman print ad is targeted on persons who have a heavy substance and style. The Porsche Cayman cars are known for quality and performance advantage over most American-made cars. This constant superior car performance of the Porsche Cayman puts a high premium on these brands of cars. The Porsche Cayman wants to reinforce their sophisticated, high-class image by advertising and promotion that is highly focused on persons with status and privilege.
In terms of over-all strategy, the marketing of this car is directed to the wealthy businessmen and executives as shown by the ad copy. The ad is directed to both the young and mature businessmen and executives as shown by the visual image of the devil's pitchfork which connotes great excitement, fun, breaking the barriers and adventure for the targeted market. The distribution of the car is handled by well-trained dealers.
The print ads that the being introduced, each focusing on one of the pillars of the campaign. ...
Download paper
Not exactly what you need?

Related papers

Marketing Management Scholarship Essay
They ought to know the queries and should give feed back on them. The company has to enhance its resources and should help employees to update their knowledge of tourism and hospitality services and latest marketing strategies. As the customer's satisfaction is the investment for the car rental company, every employee of the company should try to impress the hirers. For this, the organization has…
Cars
Gasoline has a much higher energy density than batteries do. For example, it takes about 1,000 pounds of batteries to store as much energy as 1 gallon or 7 pounds of gasoline.…
THE BEHAVIOUR OF YOUNGSTERS TOWARDS LUXURY PRODUCTS
Increasing disposable income, information explosion and changing lifestyles have put personal grooming high on the priority list for youngsters worldwide. The present paper discusses what motivates youngsters to purchase luxurious products. The paper takes a literature review approach where the major theories of buyer behavior are discussed in the context of youngsters buying decisions.…
Behaviour of Youth towards Luxury
Since youth coming from rich families can easily afford costly items of luxury, gradually, a competitive attitude grows among people to acquire most famous and acclaimed items like perfumes, watches, goggles etc.…
Using a marketing perspective, explain the increasing consumption of luxury brands
(2002). "Prestige Brands or Luxury Brands An Exploratory Inquiry on Consumer Perceptions." Marketing in a Changing World: Scope, Opportunities and Challenges: Proceedings of the 31st EMAC Conference, University of Minho, Portugal, 28-31 May, .
Marketing Mangement
In order to fulfill or achieve his targets, a good marketing manager leads his subordinates and organization towards meeting these objectives. In a diversified organization like General Motors, a marketing manager can look at the overall objective of the business and then based on this objective he can setup the strategies or goals of various different products or SBUs within a business. Only when…
Marketing in Luxury Cars
The ad has a creative bent helped by the tag "Engineered Mischief" which shows the car driving along and in the process casting a shadow shaped like a pitchfork. The advertising copy reads: "Born with a silver pitchfork in its mouth."…