Marketing The New Car Brand

Topics: Marketing, Customer service, Marketing research Pages: 14 (3622 words) Published: August 2, 2014
1. Introduction:
This report is a detailed analysis for positioning the new Geely Emgrand EC7 four door saloon which is to be launched in UK in January 2013 by the Chinese car firm Geely Automobile. The first section gives details on the market segmentation, targeting strategy and positioning of Geely Emgrand EC7 in the UK car market. The second section is on Marketing Mix focusing on seven P’s and SWOT analysis for the Geely Emgrand EC7. In the last section of this report, there is critical appraisal of our recommendations in relation to the Day, G. S. (1994) article and its correlation with “the new consumer” article by Susan Baker. 2. Market Segmentation:

Most business don’t treat a market as a single entity, instead they break the market into small pieces, where the consumers in each segments have similar characteristics. This is called market segmentation. This helps the marketers to have a better understanding of their target audience (Gunter and Furnham, 1992, p. 1) and thereby making the marketing more effective. The market segmentation is mentioned as being one of the key elements of modern marketing and there are a number of ways in which this can be done: Geographic segmentation

Demographic segmentation
Socio-economics segmentation
Psychographic segmentation
Behaviouristic segmentation
For segmenting the market for Emgrand EC7 there should be understanding of all these factors then it can be easily task to hit the customer and market. 2.1) Geographic segmentation:
This form of segmentation depends on geographic pattern and it could compare: Climate
Region
Tradition

2.2) Demographic segmentation:
This form of segmentation separate people according to their characteristics and there are 3 main ways: Age
Gender
Income
Spending levels.
Income levels.
Employment levels.
Buying habits
2.3) Socio-economics group:
This form separates people according to their social status i.e. upper, middle, lower middle, skilled working and lower level of subsistence like pensioners etc.

2.4) Psychographic:
This separates people according to their social class, life style personality. Analysing consumer’s activities, interest and opinions we can understand individual lifestyle and patterns of behaviour, which in turn affect their buying behaviour and decision making processes. On this basis we can also identify similar product usage patterns. 2.5) Behaviouristic segmentation:

This considers consumers behaviour patterns including:
What people buy.
How often they buy.
How they use
How loyal customers are to brand
What benefits they sought.
This may prompt the provider to target higher-end products and services to one group and more value-oriented offerings to lower-income or budget-conscious customers. This helps the marketers to have a better understanding of their target audience (Gunter and Furnham, 1992, p. 1) and thereby making the marketing more effective. The introduction of loyalty cards has made it much easier for firms to do it. The uk car market segmentation is shown in graph below:

Fig (2a)

Table 2a:
Segment
Vehicles
Mini
Smart fortwo, Flat Panda, Citroen C1
Small
VW Golf, Audi A3, Volvo C30, Alfa Romeo 147, Geely Emgrand EC 7 Medium
BMW 3-series, Mercedes-Benz C-Class, Audi A4, VW Passat
Upper Medium
BMW 5-series, Mercedes-Benz E-Class, Audi A6
Luxury
BMW 7-series, Mercedes-Benz S-Class, Audi A8
Sports
BMW Z4, Porsche 911,Mercedes-Benz SLK, Honda S2000
Van
Mercedes-Benz, Viano, Ford S-MAX, VW Sharan
Sport Utility Vehicle (SUV)/ Off-Road
Mitsubishi L200, Nissan Navara, VW Amarok
Others
VW Transporter-TS Opel Vivaro, Mercedes-Benz Vito

3. Segment targeting:
After segmenting the market, next step is to decide which segment would be best to target, given the firm’s overall objectives. According to Blythe, the process of selecting a segment to aim for is called targeting (2012, p. 84). We segmented the UK car market and will target on lower medium...

References: Armstrong, G & Kotler, P, Marketing, an Introduction, 9th Ed, (2009), New Jersey, Prentice Hall
Baker, S
Blyth, J. (2006) Principles and Practice of Marketing. London: Thomson Learning.
Brassington F. and Pettitt, S (2004) Essentials of Marketing. Harlow: Pearson Education.
Brassington, F. and Pettitt, S. (2006) Principles of Marketing. 4th ed. Harlow:
Pearson Education.
Day,G.S.(1994) The capabilities of market-driven organisations’, Journal of Marketing, 58 (3), 37-52
Doyle, P & Stern, P, (2006), Marketing Management & Strategy, 4th Ed, Edinburgh, Prentice Hall
Dibb, S. Simkin, L. Pride, W. and Ferrell, O. (2006) Marketing Concepts and Strategies. Boston: Houghton Mifflin.
Egan, C & Thomas, M, “CIM Handbook of Strategic Marketing”
Hooley, G, Piercy, N & Nicouland, B (2008) Marketing Strategy and Competitive Positioning
Kotler, P, Keller, KL, Brady, M, Goodman, M & Hansen, T (2009), Marketing Management (Euro Ed), Edinburgh, Prentice Hall
14
14.3) MULTI CHANNEL EXPERIENCE:
Channels are defined as method by which communication travels from sender to a receiver (belch & belch 1996)
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