4p's Marketing mix and Target Market
Cover Sheet
Anuj Rajput 43276717
MTKG 101 Individual assignment
Semester 2 2014 Macquaire Uni
Final Word Count Excluding Reference List :1100 Final Word Count Including Reference List : 1683
Introductions
“The world of advertising is peopled by fantastic images1”(Linda M Scott. 1994). In the contemporary society the need for visual stimulation in advertisement is becoming increasingly essential. In this report I will discuss and give insight in to the image below, and elaborate the discussion by explaining the target market of BMW and their use of the marketing mix.
Visual and Literature Analysis
The advertisement shown above is a modern visual promotion for BMW, a company that manufactures and sells luxury cars. The ad portrays one of the companies new vehicles in the busy climate of the city combined with the slogan “The ultimate driving machine” . The use of the signature slogan has proven to be successful marketing tool as, “BMW's “The Ultimate Driving Machine” has stood the test of time. The slogan is focused, and emphasises that BMW produces the best driving devices available”2 (Kohli, Chiranjeev 2007). Through the use of the slogan the company offers the chance to join a society of “ultimate vehicle” owners, adding to the intangible value for their customer, this is key as, “The value that resides in a firm's relationships has both tangible and intangible aspects and both need to be developed and managed carefully” (Baxter, Roger Matear, Sheelagh 2004)3.
Target Market
“A fundamental question faced by all entrepreneurs when founding a new venture is how broadly to serve the market they are entering”4(Li Jiatao Liu Weiping (2013)). Defining a target market is key for any business to prosper, the company must know their target market in order to advertise and sell effectively. “To design a winning marketing strategy, the marketing manager must answer two important questions : What customers will we
Anuj Rajput 43276717
MTKG 101 Individual assignment
Semester 2 2014 Macquaire Uni
Final Word Count Excluding Reference List :1100 Final Word Count Including Reference List : 1683
Introductions
“The world of advertising is peopled by fantastic images1”(Linda M Scott. 1994). In the contemporary society the need for visual stimulation in advertisement is becoming increasingly essential. In this report I will discuss and give insight in to the image below, and elaborate the discussion by explaining the target market of BMW and their use of the marketing mix.
Visual and Literature Analysis
The advertisement shown above is a modern visual promotion for BMW, a company that manufactures and sells luxury cars. The ad portrays one of the companies new vehicles in the busy climate of the city combined with the slogan “The ultimate driving machine” . The use of the signature slogan has proven to be successful marketing tool as, “BMW's “The Ultimate Driving Machine” has stood the test of time. The slogan is focused, and emphasises that BMW produces the best driving devices available”2 (Kohli, Chiranjeev 2007). Through the use of the slogan the company offers the chance to join a society of “ultimate vehicle” owners, adding to the intangible value for their customer, this is key as, “The value that resides in a firm's relationships has both tangible and intangible aspects and both need to be developed and managed carefully” (Baxter, Roger Matear, Sheelagh 2004)3.
Target Market
“A fundamental question faced by all entrepreneurs when founding a new venture is how broadly to serve the market they are entering”4(Li Jiatao Liu Weiping (2013)). Defining a target market is key for any business to prosper, the company must know their target market in order to advertise and sell effectively. “To design a winning marketing strategy, the marketing manager must answer two important questions : What customers will we