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Essay / Research Paper Abstract
10This 10 page paper considers how a new car could be launched to compete with the current 'Smart Car'. The paper looks at the way a new company would approach brand and brand positioning. Define the target market and determines the way the market should be approached. The paper then suggests a campaign for the launch and for the maintenance marketing following the launch. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEsmarcar.rtf
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Unformatted sample text from the term paper:
car, but at a price of ?1,000 lower than the competitor, With this in mind we need to develop a marketing plan to communicate with the target market to create
the knowledge and the demand for the product. For this we need to look at the brand and the brand positioning, define the target market, consider if this is a
push or pull market, identify the promotional tools that we can use and determine which media we will use. 2. Brand and Brand Positioning There is a large degree of
interaction and interdependence between the way a brand is developed the development of the target market. We need to assume these development were taking place simultaneously. This is a car
that is looking to compete with the Smart car, as such we need a brand name that is going to give a positive impression and also capture the perception we
want to generate for the car. This needs to be more than a name, but an image that can be used to position the car in the market.
Positioning looks at how a product is perceived by the consumer; how it compares to other products or services images. Kotler (2003) describes positioning as
"the act of designing the companys offering and image so that they occupy a meaningful and distinct competitive position in the target consumers mind". This is important to note that
it is the perception of the target market that matters, as they are the consumers likely to make the purchase, and it is also important that there is a meaningful
position in the minds of the consumer (McCarthy,1996) To devise a strategy we need to look at how positioning should be determined.
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