Holden Released the new Monaro into the Australian market to huge orders and an amazing level of public interest. The Holden Monaro is a coupe sports car in the line of HSV, or Holden Sports Vehicles. The car comes in a couple different specifications, but the engine is always either a V6 or a V8, making it a powerful and fast vehicle. There were a couple of reasons for the public interest in this vehicle, and much of it had to do with how the car was positioned in the marketplace.
1. What were the target market segments for Holden Monaro?
The main target is with loyal customers who have brought Holden vihicles in the past, but this marketing plan is aimed at getting the fuel conscious on side, who have never considered buying a V8 due to the amount of fuel consumed by the 6.0 ltre engine capacity. This specific market segment is our ideal target market and now with the cylinder deactivation technology incorporated into the range, consumers can breathe easier when it comes to fuel consumption. The most likely market segment would be the demographic segment of men between the age of 30 and all the way up to 65. These men would certainly have to be wealthy, seeing as the base price for a Monaro would be roughly $60,000. The other segments they are targeting are the environmentally conscious consumers and possibly gain greater interest from the female market by introducing new colour range.
2. What was the positioning of the product in the market place? •
The positioning of the Monaro in the marketplace would have meant that Holden tailor their entire marketing scheme to the market segment that they wanted to sell to. This would mean they would have to make the car look sleek and fast, which is perhaps why you see a lot of red or yellow models because these colours stand out, they are bold. This new evolution in motoring will be known as the new start of a new beginning, by introducing the updated series II version sports coupe. A High launch at the Sydney...
Please join StudyMode to read the full document