Answer to Question #226203 in Marketing for Peter Masih

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. Questions:
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. (5 Marks)

Answer 1

There is a number of marketing methods which Bharat Motors should use in order to market their new model of automobiles and build a client base in the market and retain their present consumers, therefore retaining their market share. The type of promotion that Bharat Motors will use will determine the auto dealer's success or failure. Some of the methods that can be used to advertise the new car model include personal selling, advertising, sales promotion, direct marketing, and publicity.

Bharat Motors is also required to take part in digital marketing, which is using internet-connected devices to engage a consumer with online advertising in order to promote goods and amenities. This is because internet marketing is said to be widespread in reach since it covers marketing done not only on the Internet but also via e-mail and wireless media, allowing consumers to get the car advertisements.

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

Sales promotion: This is the use of media and non-media marketing communication for a definite period of time to improve customer demand, inspire market demand, or enhance automobile accessibility.

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 and this can be used by Bharat Motors to market their new car model.