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Copy of Mini cooper : Marketing Strategy
Transcript of Copy of Mini cooper : Marketing Strategy
Details (cc) photo by Metro Centric on Flickr Positioning Targeting Segmentation
Designing the marketing strategy
keeping the Indian Market in mind Cost Effectiveness of a Hybrid
Car TODAY!! Creating awareness about the new
product by communication The company The product The Strategic Vision The Virgin Group Mini Cooper Hybrid Introduction PRODUCT TYPE :
Top-of-the-range, small and urban car
Introduction of an automotive legend in the Indian Market
Reliability, safety and comfort
Go- Kart handling and road holding
Brand image : MINI Cooper
Originality / Value
Concept (Hybrid Car)
PROBLEMS & OPPORTUNITIES NATURE OF PROBLEMS
Price : Too costly
Competitors Offensive strategy (Communication)
Partnerships, Association projects (Competitive advantage)
(for eg. About the innovation)
Communication Delivery Problems
“To allow people to drive safely in a car while giving it
their personal touch, finding everywhere a place to park,
and preserving the environment” The new way of living!! Pre launch Post launch Auto expo Online promotion Direct Promotion Television/Cinema Ads Billboards Radio Jingles Print Media The aim of the objectives is to position the brand, to choose the most appropriate promotional mix, to set up time limits for campaigns and methods of evaluation Advertising Advertising
Communication strategy Pull strategy Push strategy Public Relations Continuation of pre launch activites