Kia is one of the leading motor companies specialized in mini vans and cars targeted at middle income consumers. The advertising and promotion campaign is aimed to attract young females to live in Calgary. In its new marketing campaign, Kia Motors will use TV programs and press clubs, newsletters, press releases. The main strategy of the communication will be to position Kia Motors as a unique brand which is trendy and available for female drivers. The communication strategy will be based on “pull” principles and involves such activities as advertising and customer promotions. The communication message will be: “Be Fashionable with Luxuries Kia”
Press conferences will help Kia Motors to inform potential clients about recent developments and innovations, about future directions and strategy of the company. Newsletters will inform young women about recent changes and innovations applied by the company. This information will help to create an image as a unique brand and sales propositions. The Christmas campaign launched by Kia Motors will inform potential buyers about price reductions and invectives. Advertising campaign is aimed to result in high response among women consumers (Armstrong and Kotler 2000). To get the message, different types of media are used to attract a target audience. Sunday newspapers and color supplements are invariably passed around the family for reading. Advertising in national glossy magazines and entertainment magazines is an effective technique. Web banners and press advertisements are the main medium used during Christmas time (Wells et al 2005). This marketing communications are selected to appeal to certain segments of the market. Since auto markets are also becoming more complex with an increasing number of groups and segments, specialized rather than national communication is required. For Kia Motors, the effectiveness of marketing communications increases as the appeals approach an individual’s predisposition, and the better the correspondence between them, the more likely it is that the exposure to advertising produced the desired action. From the consumer’s standpoint, Kia Motors advertising informs and persuades (Armstrong and Kotler 2000).
Public relations will involve test drives and conferences targeted at young females belonging to the middle class. Also, the promotion campaign will involve such mediums as online promotion and on-line community. This contingency plan is designed to maintain the proactive orientation of the firm. Advertisements; in local and national press, radio and TV, off-the-page advertising, direct mail, a catalogue selling, posters, billboards, signs and free gifts. Internet advertising: web banners and web sites. It will help to control product perceptions and feelings toward the Kia brand in real time. In the market place where there are so many different firms, an enterprise cannot automatically establish its identity. The deliberate action to accomplish this identity cannot be too sporadic (Wells et al 2005). Kia Motors has the tendency to advertise or promote when the economy is in an upswing, and they cut down advertising and promotion in the times of economic slow-down. However, they must continue with their total promotional program and make only a few adjustments at the periphery as the economic conditions change or competitive conditions necessitate (Wells et al 2005). Accelerating promotional activity may not be quite adequate to counteract the turbulence. Kia Motors advertising should lead consumers to believe ads, to know companies and brands, to progress from product attention to a sale, or to change images, habits, and preferences, but the companies cannot easily determine how well the job is being done.
References
Armstrong, G., Kotler, P. (2000). Marketing: An Introduction. Prentice Hall.
Wells, W.P., Mariarty, S., Burnett, J. (2005). Advertising: Principles and Practice. Prentice Hall; 7 edn.