Answer to Question #222128 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.

a. Is the company’s strategy of tie up with Korea car manufacturer and the readiness to

launch a completely newer version of Konard a wise decision? Justify your answer.

LONG ANSWER

Answer 1

Bharat Motors should use a variety of promotional techniques to advertise their new model of automobiles in order to build a client base in the market and retain their present consumers, therefore maintaining their market share. The kind and form of promotion used by Bharat Motors will influence the auto dealer's success or failure. Personal selling, advertising, sales promotion, direct marketing, and publicity are some examples of promotional methods that might be used.

Bharat Motors must participate in digital marketing, which is using internet-connected devices to engage a consumer with online advertising in order to promote products and services. Internet marketing is said to be extensive in reach since it covers marketing done not only on the Internet but also via e-mail and wireless media, allowing consumers to obtain car advertisements. Internet marketing is also frequently used to refer to digital customer data and electronic customer relationship management (ECRM) systems.

Advertising may be used to display and promote a recognized sponsor's ideas, commodities, or services. Print advertisements, radio, television, billboards, direct mail, brochures and catalogs, signs, in-store displays, posters, motion films, Web sites, banner ads, and emails are all examples. This approach may be used by Bharat Motors to raise awareness of the new model.

Sales promotion: The use of media and non-media marketing communication for a certain period of time to boost customer demand, stimulate market demand, or enhance automobile availability. Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade fairs, trade-ins, and exhibits are just a few examples. Giving these products away can leave buyers with a positive image of the new fuel-efficient vehicles.

Direct marketing is a channel-agnostic form of advertising that enables businesses and nonprofits to communicate directly with customers through advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.