Promotional Strategies for Cars in India
Study of Promotional Strategies for Cars in India
1
Table of Contents
1. Objective 2. Scope of Work 3. Rationale 4. Theoretical Framework and Review of Literature i. ii. iii. iv. Promotional Strategy Promotional Mix Message and Media Strategy Communication Model- AIDA
5. Promotion Process For Cars i. ii. iii. iv. v. vi. vii. viii. ix. Selecting the target market Product and Brand Positioning Promotional Decisions Advertising Direct Marketing Interactive/Interactive Marketing Sales Promotion Publicity/Public Relation Personal Selling
6. Ford Fiesta and its Promotions i. Target Market
2
ii.
Adopting offer to suit target segment
iii. iv.
Market Competition Strategic Promotion of Ford
7. Questionnaire 8. Analyzed Survey Report of the Questionnaire 9. SWOT Analysis 10. SWOT Analysis of Ford Fiesta 11. Conclusion 12. Bibliography
3
Chapter 1 Introduction
4
Objective
To study and analyze the elements of Promotional Strategies. Study and analysis of promotional strategies of Ford India for its product Ford Fiesta. Study the customer response regarding the promotions of cars in India.
Scope of the Project
Study the basic aspects of Promotional Strategies such as Sales Promotion, Personal Selling, Advertising and Publicity. Studying the customer response regarding promotions of cars in India through a questionnaire. Study the promotional strategies of Ford Fiesta with all the tools of promotion. Analyze and interpret the responses by SWOT analysis.
5
Data Collection and Analysis
Secondary data collection from the various car information websites, newspapers, magazines, etc. Primary data collected from a questionnaire designed to target the customer regarding the promotions of cars in India. Analysis of promotional strategies by SWOT analysis by evaluating the Strengths, Weaknesses, Opportunities and Threats of Ford Fiesta by analyzing the responses through the questionnaire.
Rationale
One of
1
Table of Contents
1. Objective 2. Scope of Work 3. Rationale 4. Theoretical Framework and Review of Literature i. ii. iii. iv. Promotional Strategy Promotional Mix Message and Media Strategy Communication Model- AIDA
5. Promotion Process For Cars i. ii. iii. iv. v. vi. vii. viii. ix. Selecting the target market Product and Brand Positioning Promotional Decisions Advertising Direct Marketing Interactive/Interactive Marketing Sales Promotion Publicity/Public Relation Personal Selling
6. Ford Fiesta and its Promotions i. Target Market
2
ii.
Adopting offer to suit target segment
iii. iv.
Market Competition Strategic Promotion of Ford
7. Questionnaire 8. Analyzed Survey Report of the Questionnaire 9. SWOT Analysis 10. SWOT Analysis of Ford Fiesta 11. Conclusion 12. Bibliography
3
Chapter 1 Introduction
4
Objective
To study and analyze the elements of Promotional Strategies. Study and analysis of promotional strategies of Ford India for its product Ford Fiesta. Study the customer response regarding the promotions of cars in India.
Scope of the Project
Study the basic aspects of Promotional Strategies such as Sales Promotion, Personal Selling, Advertising and Publicity. Studying the customer response regarding promotions of cars in India through a questionnaire. Study the promotional strategies of Ford Fiesta with all the tools of promotion. Analyze and interpret the responses by SWOT analysis.
5
Data Collection and Analysis
Secondary data collection from the various car information websites, newspapers, magazines, etc. Primary data collected from a questionnaire designed to target the customer regarding the promotions of cars in India. Analysis of promotional strategies by SWOT analysis by evaluating the Strengths, Weaknesses, Opportunities and Threats of Ford Fiesta by analyzing the responses through the questionnaire.
Rationale
One of
Bibliography: 1. Marketing Management, Twelfth Edition, Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Pearson Education. 2. http://www.india.ford.com/servlet/ContentServer?pagename=DFY/IN 3. http://www.carwale.com/blog/category/sales-figures/ 4. http://media.ford.com/ 5. http://tutor2u.net/business/marketing/promotion_mix.asp 6. http://learnmarketing.net/promotion.htm 7. http://en.wikipedia.org/wiki/SWOT_analysis 57