Answer to Question #221481 in Marketing for Nachiket Pawar

Question

Bharat Motors has been selling the “Konard” brand of passenger cars in India for the last

60 years. Their car has been the leading car market share wise for the last 50 years. But

for the last 5 years the scenario has changed. Many multinational car companies have

entered the country and introduced highly fuel efficient, user friendly, & high performance

models in the country. The buyers have thus seen the market change from sellers to

buyers’ market. Spectacular product characteristics have become the rule of the day.

Resultantly Konard has rapidly and constantly lost the market share. Realizing that the

company has no other alternative, they have tied up with a leading car company of Korea

and are now ready to launch an absolutely new and drastically improved version of the old

faithful Konard.

Q) Suggest promotional tools which the company can use to help it develop a completely new image for its product?

Please give me two Page answer

Answer 1

Bharat Motors should engage various promotional tools to promote their new model of vehicles in order to gain customer base in the market and retain their existing customers which will keep their market share in the market. The nature and form of promotion that Bharat motors will carry will determine the success or failure of the vehicle dealer. Some of the ways it could use promotional tools include; personal selling, advertising, sales promotion, direct marketing, and publicity.

Bharat Motors needs to engage in digital marketing which involves use of internet connected devices to engage a customer with online advertising to promote products and services. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet but also includes marketing done via e-mail and wireless media and thus people are able to access the promotions of the vehicles. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

Advertising can be used for presentation and promotion of ideas, goods, or services by an identified sponsor. This could include; Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails. Bharat Motors can use this method to increase awareness of the new model.

Sales promotion: Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve car availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Giving out this items can make customers to have a lasting impression of the new fuel-efficient cars.

Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.