STRATEGIC AND INNOVATIVE MARKETING

Strategic and Innovative Marketing

Strategic and Innovative Marketing

Question 1

Marketing Mix of a Car Manufacturer

Ford is a U.S. based manufacturer cars. He was the leader in terms of car sales in the UK for over 28 years. It

produced passenger cars and commercial vehicles under famous brands such as Fiesta and Mondeo, Jaguar, Land Rover and Volvo. One of Ford's marketing strategy is to use successful sponsorship. Enables Ford to increase brand value by associating its name with high profile events. The sponsorship has two objectives - to strengthen the brand and make the link between the company and its customers. For example, the sponsorship of the UEFA Champions League allows you to reach potential customers for the first nine months of the year. As an official sponsor, Ford has bought the right to marketing opportunities that help give a competitive advantage. The sponsorship is only part of a marketing strategy. The main parts of the marketing mix is generally defined as products, price, place and promotion.

Product

Ford products - their cars - are aimed at different market segments. Each product is designed to please a particular segment. Ford knows, through its market research, that many of its target customers are also interested in football. The sponsorship of UEFA allows you to target these people with high accuracy and multiple communication channels.

Price

Ford products are sold to take into account production costs, allowing a profit margin and competition with other products from other vendors. UEFA sponsorship allows it to compete without using price - called the non-price competition. In particular, you can build the prestige of its brand. It also produces an exclusive range of cars special Champions League edition.

Place

This is the place where cars are sold. The sponsorship enables Ford to football to spread the message of the brand worldwide. The Ford dealership network is the largest in Europe, with dealers in strategic planning for maximum coverage.

Promotion

Promotion strategy covers all of Ford Europe. The promotion is generally divided into "high quality" development which is paid directly and promotion under the line. The main promotion above the line for companies like Ford has often been on television, but new technologies and multiple channels makes it less potent. The sponsorship of UEFA combines the two types of promotion. The ads are shown during games and Ford increased before and after the game and halftime. Ford also uses the slot on each side of the TV commercials to display messages from specific brands aimed at the public knows to watch football.

Marketing Mix A road haulage company

Product

In simpler terms, the product includes all the features and the combination of goods and services the company offers its customers. Thus, the Airbusproduct includes body parts such as engine, nuts screws, seats, etc, and their customer service and all are included in the product development strategy of Airbus.

Prices

The price is essentially setting a fixed price for a product or service. In a simplistic way, Kotler and Armstrong (2004) refer to the concept of price as the amount of money ...