The Ram Truck: Marketing Strategy

Topics: Pickup truck, Marketing, Straight-six engine Pages: 5 (1634 words) Published: March 25, 2014


Week 5: The Marketing Mix

BUS 235: Introduction to Marketing

Introduction
There are many products and services available in the market today. The automobile market is no different. There are many brands, styles, and price ranges when it comes to vehicles. One specific area of the automobile market are trucks, more specifically is the Ram truck. Dodge Ram has been around since 1981. Truck sales have hit an all time high since 2007 proving that fuel prices are not affecting sales as much (Ross, J. 2013). The big three, Ford, Chevy, and Ram continue to fight each other in the truck selling business and have cut-throat marketing to try to be the best and on top of truck sales. Ram has gotten rid of the Dodge name and goes exclusively by Ram in an effort to get away from being associated with Dodge cars. This marketing strategy of separating Dodge cars and vans from Ram trucks was seen as risky at the time but has proven to be a successful strategy. Since the separation in 2009, Ram has had forty months of successful sales growth that is ahead of all other truck brands (Williams, M. 2013). Product

Ram currently sells a mid-size pick-up and the full-size Ram 1500, 2500, and 3500. Customers can choose from different colors, chassis, gas or diesel, and also a dually option. This year, Ram is third in sales behind the Ford F-series and Chevy Silverado with 234,642 units sold (Ross, J. 2013). Everyone has a different opinion and preference of what truck they like and want to purchase. Consumers who do their research look at sites like www.autotrader.com, www.consumerreport.com, and www.motortrend.com to see what other consumers buy and why. These websites will also tell them the Truck of the year and ratings for each truck.

Ram is known for two things; the Hemi engine which is known for horsepower, and also the Cummins diesel engines which is a big name to people who are familiar with diesels. Hemi and Cummins engines are only in Ram pickups which gives them an advantage over other truck makers because people are familiar with these engine types and they are reliable and long lasting. People choose and use products in this category based on lots of different things. The areas that affect people’s purchases in this area are price, body style preference, engine type, comfort, design, and financing. There are a lot things that come into play when purchasing a truck. Some people are stuck in their ways and only by one brand that they have always driven. Others, research and go on test drives and try to find the best deals.

When Dodge and Chrysler were bought by Fiat, they decided to drop the Dodge name and go strictly with Ram in 2009 (Williams, M. 2013). After this acquisition, the company decided to focus on what they determine to be real truck customers versus those who are casual truck buyers and don’t really use their truck but drive it for the image. According to President Fred Diaz, the wanted to bring a distinction between Dodge cars that are supposed to be young, cool, hip, and energetic whereas the Ram truck is supposed to be built tough for real truck users. Ram and Dodge, used problem recognition to separate themselves from each other in order to up sales. They were able to perceive what their customers wanted, and it triggered their decision to separate in order to increase sales (Kerin, R.A., Hartley, S.W., Berkowitz, E.N., Rudelius, W. 2011). Price

Ram’s warranties are a basic 3 year or 36,000, and a powertrain warranty of 5 year or 100,000 miles. Chevrolet trucks warranty is the same. While Ford’s warranty is not as good with the same basic warranty and only a 5 year or 60,000 mile warranty on the Powertrain.

According to www.motortrend.com, the MSRP for a base 2013 Ford F-150 is $24,070, two wheel drive bottom of the line 6 cylinder up to $54,000 for the loaded F-150. The MSRP for a 2013 Ford F-350 is $30,800 to $58,000 for the loaded...


References: Hernandez, M. (2013). Big brands target Hispanic consumers. USA Today Hispanic Living Magazine. Retrieved from www.usatoday.com .
Kerin, R.A., Hartley, S.W., Berkowitz, E.N., Rudelius, W. (2011). Marketing (10th ed.). New York: McGraw-Hill.
Ross, J. (2013). Pickup sales hit 2m units for first time since 2007. USA Today. Retrieved from www.autoblog.com.
Williams, M. (2013). After dodge-Ram split, Chrysler trucks have surged. Newsday. Retrieved from www.newsday.com.
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