Question

Other than Maruti Suzuki please...

Subject is Strategic Marketing. Answer should be unique it shouldn't be copy from internet like mission statement etc. Any kind of car is fine.

Evaluate the actual advertising of three (3) vehicles currently on the market. Describe the advertising message and identify the target audience. Evaluate the ad campaign, explaining how the media choice supports the message and audience.

Be sure to include:

1. Vehicle name
2. Ad Message
3. Target Audience
4. Media Choice
5. Evaluation of the ad
6. If possible include a link to the ad

Answer 1

Conventionally, ads are primary channels of promotions of product and services. Among advertisement media, Print ads are still used extensively by the Car companies in India. New paper ads have certain advantage and help the strategic marketing of the cars. Before we analyze the strategic intent of the three car ads lets us explore why print ads have advantage.

Creating print ads is a tough challenge as it does not have the luxury of time, movement, audio and other features a Television commercial can have.

• Ads places in popular newspaper are considered as having high credibility
• Print ads (newspaper) influences the early adopters and early majority customers
• Print ads catch complete attention span of the readers i.e. when they read newspaper ad they do not multi task.
• Print ads improve the call for action. Even though TV ads and online ads influence the customers, it is the newspaper ads that prompts the customers to take action

Strategic marketing of three brands of cars are analyzed based on their respective print ads.

Name of vehicle	Honda City	Nissan Micra	Toyota Liva
Ad message	The objects in the mirror are closer than they appear	Those days will never come back. Nor will those huge parking spots.	This Raksha Bandhan , Enjoy Low EMIs on Etios Liva
Target audience	Upper Middle class who wish to enhance their status by having a semi luxury car	Urban upper middle class who wish to have another car for city rides	Middle class customers who look for festival as a reason for buying new cars
Media choice	News print media	News print media	News Paper print media
Evaluation	The ad highlights the elegance of the car and people may stop by to watch the car in performance. The ad intends to project the car as a social symbol of status. The aesthetics of the car is projected in the advertisement and it is intended for customers who wish to enhance their position in the society.	The ad places the Nissan Micra with a back drop of Mumbai’s Taj Mahal Hotel of Colaba in a caricature form. The indirect message indicate that the car is easy to maneuver in busy Indian cities and it suggests even you have other cars Nissan Micra can be used for city rides.	The ad is targeted towards middle class Indians who are concerned about the monthly budgets and wish to have good car that will enhance their social status. The ad lists the key features of the car that addresses the concerns of the middle class customers.