Showrooms must also be used as tool or mediums of promoting Volkswagen CC. TV adverts too are also not to be forgotten. Hesterberg (2009) noted that the use of internet in the sales of automobiles is becoming commonplace. According to Hesterberg (2009) the use of traditional media in the marketing of automobiles is rapidly changing. Close to 90% of all new vehicle buyers are noted to use internet in their shopping process. Close to 95% of researchers are also noted to find vehicle reviews and ratings to be the most important aspects of internet based information in their process of shopping for vehicles online. This is then followed by reviews from dealers, enthusiast sites, online videos and blogs. Yet again 70% of car internet users are noted to view user generated content in their shopping process.
Close to 72% of all internet users are noted to use the internet search engines like Google and Yahoo! Search in finding their local dealerships.
The use of internet as a marketing tool is noted to allow offline dealers in accessing very savvy and equally serious car dealers. This is in contrast to the passive audience derived from radio and TV commercials. Volkswagen can therefore use online marketing in accessing core sectors of the motor vehicle dealership in order to build stronger relationships. The fact that online marketing is a more measurable alternative due to the existence of web analytics as opposed to the use of traditional media makes is a suitable alternative in the meeting of various performance goals as well as delivery of a Return on Investment.
A study by J.D Powers and Associates indicated that close to 63% of online shoppers are concerned about vehicle ratings while 38% are more concerned with accessing of dealer ratings. This has forced 75% of auto dealers to rely on search engine optimization. Volkswagen CC must therefore be aggressively marketed via the internet in order to exploit the rising trend of buyers to initiate their purchase intensions from online blogs, forums, websites etc. (Limbada,2006).
The company must also promote their products in line with sustainability and eco-friendly guidelines. Fuel efficiency is an important determinant of sales intention within the mid-sized luxury car segment. Environmental awareness messages and technologies must be included in the car's promotion strategy (Zettlemeyer et al., 2005).
An example of a promotional tool used by Volkswagen CC in engaging its target market is the internet. The can create several online advertisements and promotional gadgets such as digital badges to be used in the promotion of the car.
The advantages of the internet as a promotional tool
The use of internet s a promotional tool has several advantages. The most important one is that there is a possibility of reaching greater audience. The internet is also a noted to be a far more affordable and efficient promotional tool.
The disadvantages of the internet as a promotional tool
The disadvantage of this tool is that some individuals are never keen on using the internet in doing of their daily activities. The 'offline' people may never get a chance of seeing the promotions.
The suitability of internet as a promotional tool for Volkswagen CC's target market
The car targets the young and successful teenagers. This group forms the largest part of online internet users. The internet is therefore a suitable tool for promoting the product.
Pricing Strategy
The pricing strategy used by Volkswagen has seen several changes in the last couple of years. For instance in 2004, the company changed its pricing strategy. The pricing strategy used by Volkswagen is according to the geographical location, competition, engine size, sports versions etc. This is to say that the pricing strategy is customized to meet the demands of several variables with competition being put in mind.
Marketing Mix adjustment strategies
The integrated marketing communication is aimed at the provision of a consistent message as well as the achievement of complementarities in the use of media. The concepts to be used in the marketing of Volkswagen CC includes the use of online marketing channels programs/campaigns, SEO, affiliate marketing, e-mail, pay-per-click, banners, blogs, RSS, Internet radio, Podcasts as well as internet TV. The offline marketing channels would include the use of traditional print, mail order, industry relations, public relations, billboards,...
b. Persona assignment variables i. Pleasures vs. productivity index -- how much each subsegment of the Young and Wireless spent time on their wireless devices for pleasure vs. For work. ii. Key Criterion of Pleasure vs. Productivity use of the proposed tablet PC c. Ergonomic and Change Management Variables i. What are the switching costs from existing electronics products to the build-to-order tablet PC? ii. How is this defined by demographics, income levels, self-concept segmentation? d.
Risk Management and Legal MattersTable of Contents1. Introduction2. Company Description3. Business SWOT Analysis4. Entrepreneurial Competencies5. Conclusion6. Business Strategy 2a. Entrepreneurial Strategy and Goalsb. Business Strategyc. Missiond. Visione. Valuesf. Idea vs. Opportunityg. Experience and Opportunitiesh. Potential and High-Potential Businessi. Future Opportunities and Changes7. Risk Management8. Insurance9. Intellectual Property10. Business Legal Form11. Risk Management12. Insurance13. Intellectual Property14. Business Legal FormMarket and FinancingTarget MarketBidet in a Day will target a middle- to upper-middle-class
Which means that there is a greater adrenaline rush for product users? Competition: The main difference between Cocaine and other competitors is product placement; it has done a wonderful job of providing an underground advertising campaign that has caused even more people to become interested in it. Its current strategy of providing limited supplies has also helped to create greater hype for the product as it is only accessible through Peer
Business Description Definition of the Market Description of the Products Organization and Management Descriptions Marketing Strategies Financial Management This paper presents business plan for a new leather garment manufacturing and retailing business. The business is being set up with an initial capital outlay of $53 million. The paper starts with a brief description of the business; its target market and product offerings, and then proceeds by proposing organizational and management strategies, marketing strategies, and financial management
Online E-Business Target Market & Competition Identify Target Market The target market for the online business is the Do-it-Yourself Arts and Crafts supplies industry, the "Hobby Craft Industry." Psychology of Target Market (Analysis) The Hobby Craft market grew 11% in 2011, despite overall stagnation in consumer spending in the same year. (SEC Form S-1, p. 1). The recent expansion of the hobby craft industry has been caused by the recent economic downturn as well
Marketing The target market is the specific segment of the market that we are targeting with the launch of our new beverage (Ward, 2013). For this product, the target is boys aged 12-17 who live in middle-class or affluent areas. These consumers have ample spending money, and are a large demographic. In addition, these are formative years for their consumption patterns, so targeting this market will help build our market for
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now