Advertisement and promotion determine the level of market penetration, product acceptance, and market sustainability. This paper presents a marketing planning development for the Fiat Motors’ Panda Cross product. The company has been operational in the automobile industry since the year 1899.
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Product decisions and target market
The product to be marketed is the Panda Cross edition which is new in the UK market. This car is suitable for the UK market since it is a 4*4 drive with low fuel consumption. The picture of the car is attached below.
The Fiat Company will use the ‘good, better, best’ pricing strategy comprising of discounts for every Panda Cross sold during the period of market entry. The company will be able attract customers from the young adults’ market segment and achieve the goal of increasing the number of cars sold at a discount in the UK market (Bowden 65).
Channel of distribution decisions
The Fiat Company should apply integration of marketing distribution channel for the Panda Cross within its current network within the UK. This will reduce the cost of creating a new distribution network (Bowden 66).
Promotional decision and promotion to trade
Since the business of the Fiat Motors Company is based on the B2B and B2C models, the company’s promotion and advertising activities should include usage of appropriate advertising tools within the UK market. The company’s goal will be to build loyalty and trust towards the Panda Cross brand. The company’s superiority in comparison to its competitors should be clearly established in the proposed promotional plan (Kotler and Keller 31).
Advertisements are very manipulative and use tactics that directly and involuntarily appeal to the mind of the target persons. Therefore, through timely appeal to emotions and self prejudice, the advertisement messages for the Panda Cross should embrace the ‘perceived goodness’ and need to identify with ‘the ideal’ in the packaging of the model as third generational, efficient, and affordable (Kotler and Keller 24).
Direct marketing and Interactive marketing
The proposed direct and interactive marketing for the Panda Cross within the UK market will involve the use of the company’s website, social media, fliers, telephone calls, catalogue, and email messages to the targeted market and customers (Bowden 67). These strategies will increase the visibility of the Panda Cross model across the UK market.
Sale promotions and personal selling
The sale promotion messages will be deeply entrenched within the principles of keeping reliable and professional reputation in exchanging ideas and convincing customers. The Fiat Company may appoint trained sales executives of the UK origin to attend automobile seminars and expos in order to approach target customers and generate business for the company (Kotler and Keller 38).
Publicity and public relations
The main message in selling of the Panda Cross will be creation of increased value through adoption of the high-end quality automobile model (Bowden 65). The customers will be given free test drives and personalized response to inquiries on the car within the UK market.
Promotion to final buyers
Promotion to final buyer will be done through offering of discounts, free service, and customisation upon request through different channels such as television, print, social media, and short SMS (Kotler and Keller 13).
Social media will be used as a promotional tool to place the Panda Cross brand in the digital sphere. The product’s visibility on the social media websites such as Bing, Facebook, Twitter, and Fiat website will be used to advertise the Panda Cross’ presence in the UK market (Bowden 67).
Bowden, John. “The Process of Customer Engagement: A Conceptual Framework.” Journal of Marketing Theory & Practice, 17.1(2009): 63-74. Print.
Kotler, Philip, and Kevin Keller. Marketing management. 14th ed. 2012. New Jersey, NJ: Pearson Prentice Hall. Print.