Promotional for the Launch of Jaguars XE Spy - Business Plan Example

Promotional Plan for the Launch of Jaguar’s XE Spy Contents Target Market and Target Position 3 Traditional and Digital Promotional Tools 4 Designing Print Advert 6 Reference List 9 Target Market and Target Position One of the important marketing strategies is proper and calculative targeting of the market where the brand is supposed to be launched and marketed to maximize its profit. The other strategy includes positioning the brand so that it can target the most important customer segment. Jaguar is classified as a top branded car. It has exclusive designs accompanied by advanced technology. Its lavish and exotic features are a sign of status and royalty. It distinguishes its cars from its competitors by implementing great emphasis on its plush interiors and dynamic handling. It also provides high speed for making the ride more thrilling (Waller and Sag, 2015). So, the target market constitutes of high net customers, that is, those who have high income level and who are willing to own another luxury car for upgrading their status. The targeted customers are educated, affluent personnel who are fascinated by fast cars and have an inclination towards new brands. It targets the young average age consumers who are gadget freak. Two age groups have been created such as professionals both male and female within the age of 30-45years (single or married) and executive modern families within 30-40years (two plus children) (Motohashi, 2015). The new product is aimed to fulfil the needs of those individuals who are looking for a stylish, high quality performance from a technologically advanced yet safe vehicle. The product promises to provide a fun and sensational riding experience. The Jaguar XE Spy targets primarily the UK market since there is availability of high-end customers. Recently, there has been an increase in the base of skilled workers who can keep pace with the growing demand of the research and development department. The political scenario here is also favourable for the successful running of the product. The Industrial Regulation plans are flexible and taxation is not strict. The government also welcomes Foreign Direct Investment (FDI) into the British market. Hence, there can be future tie ups or mergers between companies which will lower the positive externalities. The raw materials are also easily available at an affordable cost making the whole production procedure cost efficient. It also has plans of expanding outside UK like in South East Asian nations depending upon how it performs and how well it is accepted by the customers. It also aims to launch its product where the premium price goods are in demand. UK is one such destination. So it seems UK market is optimal for the launch of Jaguar XE Spy. Traditional and Digital Promotional Tools There are basically two types of tools of promotion. They are categorized as Traditional Tool and Digital Tools of promotions (Lou, 2014). Jaguar aims at applying both the methods of promotion so that it can create mass awareness regarding its new product. Traditional tools are those tools which have been the main promotional instruments for ages. It basically comprises of print media such as newspaper ads, pamphlets, magazines, brochures, coupons, sales flyers, etc.; also include radio, outdoor billboards and direct mail (Lantos, 2015). Newspaper ads are very common and exist till now. Basically, the company pays the newspaper agency for the space it uses to advertise the new product. This instrument is a famous method which has a larger impact on viewers because almost every household purchases newspapers. Even magazine ads are highly effective. Yang, et al., (2015) argues that pamphlets, brochures and flyers are easy ways of promotion. These are also economically viable. Flyers are usually manufactured as a solo and unfolded printed sheet that catches attention to a particular product. It contains a simple message with graphics that is conveyed rapidly. They are generally printed in 8.5” * 11” paper size. They can also be delivered via mail or in an envelope. Also a trade show can distribute flyers. Pamphlets are small booklets that are unbound. They are easy to hold. Pamphlets are informative and influential in nature providing the motive of an organization and used for the introduction of a new products or services or for the announcement of a forthcoming event. They are easily displayed in a lobby, POS location, showroom and waiting area. They can also be delivered through mail or by hand. They create a bridge between brochures and flyers (OCass and Heirati, 2015). OCass and Heirati, (2015) suggest that brochure is the flagship of promotional literature. It is incorporated with various design elements that portrays a picture of professionalism and high quality. It is designed so that it creates a positive and permanent impact on the customers. It contains multiple pages of information which can be made with variety of folds and in different custom sizes and standard. More investments are made on brochures compared to flyers and pamphlets. It is distributed via salespeople but only after a customer shows some potential interests (Lado, Martínez-Ros and Martos, 2015). Formax Printing Solutions are another tool which is a literature printing full of colours. Coupons are those promotional tools that offer motivations for consumers to buy a particular product or service within a specified allotted time period. This is a very popular technique adopted by the companies to tempt more and more customers (Lou, 2014). Radio, outdoor billboard, direct mail are creative medium through which products can be made visible to the public. Radio promotion has been in the business for ages. Nowadays, this medium has undergone a transformation (Oguinn, et al., 2014). So, promotion of Jaguar AS via radio will be an innovative step. Billboards are common way of outdoor advertising. It is large and placed in such a way that it attracts a large crowd. If a high quality 120gsm billboard poster paper is used then it can provide greater tear resistance and can prove highly effective. Kaynak and Hassan, (2014) directs companies that they can also opt for Direct mail technique. Direct mail is another form of advertising that allows the company to communicate with the target customers. It gives the company the freedom to decide who will be receiving the message, the time of delivery, what will be the content of the envelope and how many customers can be reached. Use of sophisticated colons like ivory, gray, blue is effective if it is about promotion of a vehicle. So for the promotion of Jaguar XE, Spy traditional methods can be applied along with the digital tools. It can also spread the message of its sustainable production techniques through these tools. Even billboards both printed as well as digital can inform the public regarding different seminars that it will conduct in different schools and colleges to promote the new brand. In such seminars, it can also provide different educational scholarships and internship programmes. Digital tools if effectively integrated with the traditional tools then huge awareness can be created for the new brand. It is promotion or advertisement of a product or a company online. Innovative methods like incorporation of QR codes into direct mail can enhance its effectiveness. Nowadays, social networking sites like Twitter, blogs, enhanced e-content, Facebook, etc. are used as an instrument of publicity to build branding. Uploading videos is another creative method. The advantages of promoting online is that it is easily conveyed to millions of people quickly, data of the consumers can be captured, integrated and stored swiftly and even results can be measured instantly (Kiesler, 2014). Other associated advantages include generation of traffic of users’ participation to the brand’s website for the promotion of a new product and it also increases visibility of the search engines for the brand. Jaguar can also promote different social responsibility programmes that it undertakes. The social media like Twitter, face book, blog are used for the announcement of a new brand. The news gets spread in an informal way in case of Twitter and formally in case of Facebook or blog. Other mode involves, Pay-Per-Click Advertising in which the company decides on a keyword that is closely related to the product or service that is to be promoted. Affiliate marketing is another method where a company provides incentives to other web-based company to promote the new brand that it wants to market (Lado, Martínez-Ros and Martos, 2015). Jaguar can open a new page on these sites regarding Jaguar XE Spy where it can highlight on its CSR programmes. So, Jaguar can opt for both the tools for creating a larger impact on the people. These methods are both creative and reasonable. Corporate Social Responsibility is a business strategy in which the companies ethically behave and work towards improvement of social well being of the population. That also includes sustainable techniques to produce eco-friendly products (Yang, et al., 2015). Jaguar already has many CSR programmes that aim at improving lives and advancement of knowledge. Designing Print Advert The chosen media is print media. It is simple yet classy. The green background is a clear indication that this is a revolution in terms of sustainability. There is another logo of a tree which also reflects its fuel efficient and eco-friendly engine. The Jaguar logo is enough to state its characteristics since it bears huge brand value. The tagline implies that this model is upgraded and is an example of intensive scientific research (Lado, Martínez-Ros and Martos, 2015). It is believed to influence more customers through newspaper ads, digital and print billboards, magazines, coupons, brochures, etc. The ad focuses on an eco-friendly car that is the future of automobile manufacturing technique as well as technology that the car provides. It is a small sports class sedan. It is the future of the automobile because of its highly advanced technology (Lado, Martínez-Ros and Martos, 2015). Flyers are expected to be printed in 8.5” * 11” paper size. It can also be converted into a brochure and coupon. Pamphlets can also be handed over to public at various places like mall, market place and other busy places. Men Magazines or business magazines play a vital role. So the brand can be advertised in such magazines as well. Nowadays, people may skip newspaper or magazines, in such cases, billboards can be helpful. Billboard can create impact on a larger customer base. Customers can easily view it while going to office or going out with family or friends. It is expected to join the Jaguar family soon. It is comparatively less expensive and smaller car. It is brand new in-house turbocharged four-cylinder engine and supercharged 3.0 litres V-6. These features are one of a kind. Its soothing green colour is exclusive and use of AdBlue which is a compound made of urea fluid or nitrogen compound. It is poured into the engine’s exhaust stream to cleanse pollutants away. It has automatic emission system and Dual Clutch Transmission (DCT) that OCass and Heirati, (2015) believe can make its engine an internal combustion engine. Jaguar itself is a high class sophisticated car which reflects sophisticated features with superior designs. The brand is a perfect blend of style and technology. Jaguar invests heavily on its Research and Development. It sets the mood for a thrilling riding experience with exceptional craftsmanship (Waller and Sag, 2015). It commits that it will deliver similar luxurious interiors with glove-soft leather, lustrous wood veneers and modern interior colour combinations and theme. It is spacious and delivers dynamic performance. It also allows customer to customize the interiors according to their choice and taste. It has light yet exceptionally strong aluminium monocoque body which distributes near perfect weight. It has high safety levels and is fuel efficient with reduced CO2 emissions. It has panoramic glass roof that creates a spacious airy ambience. There is a new concept that has been implemented here, that is, some percentages of the price that it charges will go into the account of NGOs for old aged people (Motohashi, 2015). Jaguar XE Spy is custom made for speed lover and tech savvy persons. It comes at surprising prices. It is spacious and so it can also be called a family car. There is a huge improvement in its sustainability techniques which will try to attract more pollution conscious customers. The young generation can opt for this model (Lou, 2014). However, middle aged executives who are sports lover can also try it. Those who are looking for upgrading their social status should have a look at this new model because it will surely make their neighbour envy. In today’s world where global warming is increasing at an alarming rate, it is our duty to keep our environment clean and safe and this can be achieved is through purchasing green car like Jaguar XE Spy. Reference List Kaynak, E. and Hassan, S., 2014. Globalization of Consumer Markets: Structures and Strategies. London: Routledge. Kiesler, S., 2014. Culture of the Internet. New York: Psychology Press. Lado, N., Martínez-Ros, E. and Martos, M., 2015. Package Advertising Claims on New Products: Impact on Firm Value. In The Sustainable Global Marketplace. New York: Springer International Publishing. Lantos, G. P., 2015. Consumer Behavior in Action: Real-Life Applications for Marketing Managers. London: Routledge. Lou, D., 2014. Attracting Investor Attention through Advertising.  Review of Financial Studies, 19(1), pp. 20-35. Motohashi, K., 2015. Marketing Theory in Global Business Context. Global Business Strategy , New York: Springer. OCass, A. and Heirati, N., 2015. Mastering The Complementarity Between Marketing Mix And Customer-Focused Capabilities To Enhance New Product Performance. Journal of Business & Industrial Marketing, 30(1), pp. 60-71. Oguinn, T., Allen, C., Semenik, R. and Scheinbaum, A. C., 2014.  Advertising and Integrated Brand Promotion. Boston: Cengage Learning. Waller, S. W. and Sag, M., 2015. Promoting Innovation. Iowa Law Review, 100(1), pp. 20-25. Yang, Y., Lu, Q. S., Tang, G. and Pei, J., 2015. The Impact of Market Competition on Search Advertising. Journal of Interactive Marketing, 30 (6), pp. 46-55. Read More