Short term alternative 3: Associate the dealers with the opening of the plant and the launch of the first car, by organizing a large party for them in the new plan. A premium manufacturer must offer these as well. In this process, they wanted to position themselves as a global brand, appealing to broader market segments. Rather, it could have addressed the general public all over the world. This marketing plan must maintain the excitement and high demand generated by Phase I, as there is a four month discrepancy between promotion and the actual arrival of the cars. The Spartanburg plant is going to be able to produce 300 vehicles a day or 109,500 a year. Please place the order on the website to order your own originally done case solution.
Words: 8399 - Pages: 34. This is just a sample partial case solution. The company had focused on quality-oriented products with model prices since its inception to counter attack the prevailing competition coming from major companies such as Acura, Infiniti and Lexus. For this target group, the communication objective of the Z3 Phase 1 Launch were as follows: a. Are there any reasons to anticipate undesirable financial performance in the future? Words: 1829 - Pages: 8.
The Z3 initiative provided the important opportunity to increase market share and build a stronger brand connection with Americans. Build an order bank to enable the Spartanburg plant to build. Due to their significant financial investment in a new manufacturing plant in South Carolina, they were highly motivated to make the launch of their first American-made car, the Z3, as successful as possible. The promotion was a success as over 9000 Z3 product orders were booked by December 1995 as opposed to the projected number of 5000 Z3s. The purpose for this phase will be to turn the interest developed during the first marketing phase into actual sales.
This was a marketing campaign that gained a lot of merit and success by using unconventional promotion methods to put their product out into the public. Yes, as the results are there to see. Their phase I was a success, and they had two months between the launch and the product availability to further ingrain their brand image in the hearts of the Americans. Additionally, the staff had realized its untapped potential as strategic product development tool. The future plans for us will include maintaining the interest in the Z3 roadster until it reaches the dealerships during March 1996.
However, as this number is not explicitly given in the case, we assume that it is 8% too. Along with these relatively short-term goals, we will be looking towards the future and deciding where we want to take our company. The Vice President of Marketing, James McDowell had articulated a marketing plan for this project that would align with the lives of the American people and reside in their minds and soul. Their corporate image is too serious and tradition-bound 2. They can also use non-traditional methods to maintain contact with consumers and put a positive spin on the lack of product availability by running a contest to win a new Z3 when they arrived.
It will be very difficult to sustain the high level of interest and attention generated by Goldeneye and all the cross-promotions until dealership availability in March. This strategy works as a double-sided coin. Not only do you promote the Spartanburg plant, but you promote the emergence of the Z3. The campaign was promoted by multiple media, and the advertisements that have appeared in poster have been used for this analysis. . Thomas Edison invented the light bulb and today the same company taken gigantic steps in creating power plants.
The success of the new Z3 roadster will be the measuring stick for this change and the careful implementation of this vehicle will be immeasurable to the success of the company in the future. What are the possible implications for brand management strategy? The availability of getting a commercial is high, with a price on it to. Words: 2367 - Pages: 10. And it will save huge money and time of the firm. The company wanted to show that it was a successful global company ahead of its all competitors in the automotive industry. Z3 strategy can be incorporated into other markets in the future.
It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. This risky movement of changing the brand personality was done using both nontraditional and traditional marketing tools. Brand symbol is an important aspect in the automobile industry as it is the brand image that drives the person to buy the automobile and defines the target market and therefore the revenues. It was more cost efficient per dollar spent and made an impact on larger group of publics. Various big corporations became bankrupt because of this.
Exhibit 3: Time line of Key events. Ans: Non Traditional Marketing 1. Annotation - Tracks changes in the luxury auto market during the 1980s and early 1990s. And a third say they make those decisions themselves´ Motavalli, 2009. Was the Z3 Phase I launch successful? The case talks about the successful first phase launch of this new drop top beauty.
As a result they have some flex in determining product pricing, delivery, and distribution. Invite television stations, magazines, newspaper reporters, etc. A paragraph explaining each point will be sufficient. Strategic Recommendation Incorporate mass media into the opening of the Spartanburg plant. A security code is added protection against credit card fraud.