Implementation of Mitsubishi Splendid Party to Increase Mitsubishi Motors Sales in China - Case Study Example

Name Institution Tutor Date . The Type of Party Mitsubishi should host a product re–launch party. The party is ideal because it will provide a seductive and exclusive platform where marketing can be done. It is well known that the face- to – face approach is the most effective method of marketing. As a result, the Mitsubishi company employees will have an opportunity to directly interact with the customers as they market their products. The contact and experiential attributes of the party scenario offers prospective customers an opportunity to see, evaluate and also feel the products offered by the company. This makes the marketing function to be much easier. The company will get an opportunity to showcase its new brands and those it intends to launch in the near future. There is need for the company to devise new models and also upgraded the existing models. As noted earlier, our research team discovered that most Mitsubishi Motors products and technology are significantly behind other brands at the same level of price. It is therefore imperative for the company to be proactive in changing this deficiencies. The party will thus act as an excellent podium in which the company can showcase its brands to the customers. The party will also offer a conducive environment in which the company can begin to build a relationship with its customers. At this particular stage of the company’s lifecycle it is important to bring back the relational aspect in order to effectively survive in the market. The company will therefore use the platform to communicate to the customers and identify their key needs. Additionally, the company can use the platform to inform the clients about its CSR activities which are essential in building customer relationship. Hosting a party also creates fun. In a busy society, sometimes people need to unwind once in a while and relax. An outstanding tactic is to provide customers with an avenue in which they can relax and have fun. If the guests can enjoy themselves at the occasion, they will definitely long for more from the company. In addition, they will change their perception about the organization. The customers will also spread the news to their friends and relatives about the great time they experienced and the manner in which the company has changed and intends to change by building new brands. Location of the Party The party will be located in a leading Chinese restaurant. The selected restaurant will be in a location that is accessible and has the capability of hosting a large number of people. The location will be strategic in the sense the media should have an access to the location in order to publicize the event. It is vital for the attendees of the party to have a good time and enjoy the services provided to them. As a result, the party location will be place that provides good services, drinks and food. A suitable location is xxxxxxx. How to Invite People to the Party Several approaches will be used to invite people to the party. One key approach is the use of social media platforms such as Facebook, Twitter and Instagram. The marketing department will be charged with the role of developing hook messages that will be posted on the various social media platforms in order to capture the attention of the customers. The messages can also be sent through the use of viral marketing where readers can forward the information to their friends and family. A captivating message that can be sent to customers is; You are invited at the Mitsubishi Splendid Party of the year at the….. Restaurant! Also, the company will send invitations to traditional media platforms such as the newspapers, Television and the radio. The press invitations will be geared towards informing media of the upcoming party. The information provided will also include inviting customers to the captivating party which will involve fun activities and also presentation of the car models provided by the company. Invitation cards will also be sent to guests that are considered very significant. This include the partners of the company and also the already existing customers who have been loyal to the company. Lastly, in order to make the customers to develop interest and attended the party, it is important to give them a purpose for attending the event. Creativity is needed. Many people will not just wake up in the morning and attended a party without something that appeals them or a reward. An aspect that can attract them to the event may include the entertainment for instance, very famous entertainers. The location of the event can also attract them to the site. The party will therefore use good entertainers in order to capture the attention of the customers. Also, the party will integrate a competition at the venue where the grand winner will be awarded with one of the upgraded car models at a lower price. Who is invited to the Party? It is not possible to invite everyone to the party. However, there are specific individual that have to be at the party. The guest list will consist of: Potential Customers: The event is fully directed towards the customers. Consequently, a larger proportion will consist of prospective customers who are intended to purchase the products. The customers invited will be those that already exist and those who have never purchase Mitsubishi products. The target audience will be individuals with the capability of distributing the information to other people. This are basically people who are active social media and those who love cars. Also it is essential to ensure that a balance in terms of gender is put into consideration. Additionally, the age factor will also be considered, both the young (18 and above) and the old people are invited. Sales People: This category of people will also be useful in promoting the models provided by the Mitsubishi Company. Consequently, a good proportion of the invited guests will be the sales people. The Media: A business event without the media would not be complete. In order to get word out about the products offered by the company it is ital to invite media professionals. This include bloggers and journalists. The presses will also be allowed to bring a few friends. Investors: Prospective investors in the automobile industry are also significant guests. Due to the financial challenges experienced by the company, inviting investors is prolific because they can provide avenues of resolving the financial challenges. THE EVENT DAY The party has begun at 3p.m in the evening. It is Saturday, as a result, every invited guest is not in a hurry, but they seem to want to have a good time. The employees of the Mitsubishi Company assist the waiters of the restaurant to direct the visitors to their seats. The guests are given special tags and are directed to their table. The furniture in the restaurant is quite comfortable. In addition, there is space enough to accommodate the visitors without overcrowding. The décor is very colorful with red and light green colors which makes the venue very appealing. The lighting is top notch as it fortifies both the night and day time. The décor and the atmosphere has created some level of elegance which indicates that the event is indeed special. Entertainment has already begun with some of the most prominent Chinese Musicians invited. Catering Services The restaurant serves the guests with an array of drinks. The party is mainly a cocktail evening party, consequently, drinking will be the main theme. The waiters serve a martin bar that is basically Asian in nature. Guests are provided with drinks such as gin, vodka and other brands depending on the taste and preference of the individual. Some of the offered drinks will include; Litchini- A sweet cocktail that is made using a blend of peach juice, lychee, vodka and cognac. The green Dragon- A drink made of a blend of herbs Jade cocktail: A prominent gin in Chinese cocktails Lychee Liqueur Martini – A combination of vodka, lychee juice and lychee liqueur Beijing Bellini- A fun drink that is made of lychee liquor and traditional Bellini Additionally, those who do not drink are provided with exotic Chinese fruit juices like mango juice with mint, lychee and passion fruit juice. Together with the drinks the guests will be served with snacks such: Tasty appetizer bites Potato crisps Grilled Cilantro shrimp Chicken satay skewers with peanut sauce Provisions for food are offered to people who want to take a meal. The timing of the event also allows one to eat some food. As a result, the waiters are directed to service guests with an array of Chinese food. Some of the foods in the menu include; Baked chicken wings with ginger marinade, soy and honey Vegetables with Cut up shabu meats Prawn wontons and Steamed pock Spicy Sichuan – Chinese sea food Fried rice with chorizo / chicken Noodles menus such as Chow mein which are noodles made of eggs and chicken breasts. Introducing Mitsubishi Brands to the Customers With the presence of media and also sales people as part of the guests, introducing the rebranded products to the customers will reach a large number of audience including those who have attended the party. The Marketing Chief Executive stands and welcomes all guests to the party and asks them to request for their desired food and drinks. He introduces them to the theme of the day which ‘’ Rising to greater Heights.’’ The Marketing Chief Executive also conveys the significant changes that the company plans to implement as a strategic approach of improving the quality of the company’s products and services. The manager then takes the opportunity to unveil a sample of one of the rebranded products which is the Mitsubishi Lancer. The Vehicle display One of the Mitsubishi employees unveils the remodeled Mitsubishi Lancer to the guest. The vehicle is situated at centre of the event where every guest is able to see. It rests on a raised floor which enhances the visibility. Enhancements on the brand such as the illumination of more light is performed on the model in order to highlight the design and also to showcase to the customers the improvements that are made on the rebranded product. The manager explains to the guests that the company has revolutionized and improved its models with the objective satisfying the needs of the market. He further elaborates the detailed changes made on the Mitsubishi Lancer which include integrating functionalities such as a skylight, ESP, leather seats and a leather steering wheel. Additionally, the model has an automatic seat adjustment applications. In order to celebrate the launch of the Mitsubishi rebranded products the Marketing Executive Manager invites the customers to participate in the activities of the day as they continue to enjoy the drinks and the food offered courtesy of to the Mitsubishi Company. Entertainment The event organizer calls for more entertainment which makes the occasion more intriguing. The music played establishes the tone of the party. The selected music is appealing to most of the attendees based on the fact that it is electric, refined and relaxing. Some of the genres playing in the event include: Chinese classical music, a mix of hip hop, rap and a bit rock music. The DJ who seems to be aware of the type of music that would appeal to most of the invitees plays music that makes most of them to get a feeling of dancing. The guests are therefore invited to the dancing floors which makes the entertainment even more thrilling. After almost forty minutes of entertainment, the guests go back to their seats as the music ends and the event organizers ushers the guests into the next activity which is the live demo. Live Demos The area in which the live demo is to take place was already prepared. The guests are advised to remain seated based on the fact that they will still see what is happening. Two employees from the Mitsubishi Company step forward. One of the employees enters the car while the other takes the microphone in order to give an explanation of what is going to happen. The Pre-domo moment The employee outside the car gives an explanation of what the demo is all about. He states that they are going to demonstrate how the rebranded product is now superior to any other brands in the market. The demo will mainly show how the enhanced products work and how they have upgraded the functionality of the car. The Actual Demo The individual in the car begins to perform the actual demo of the remodeled Mitsubishi Lancer. Foremost, he starts by doing a test drive around the limited space that was accorded for the demo. After that he automatically opens the skylight and the gets his head out of the car and waves to the audience. The employee in the car further tries to move around in order to show that the newly installed skylight has enough space for movement. He further demonstrates how powerful the engine of the car is by driving severally across the area in order to demonstrate how potent the engine is. The ‘’wow moment’’ of the demo is when demonstrating the working of the electronic stability program (ESP). A very slippery surface was created on the area of the demo by pouring oil/ grease on what was meant to be the road. The individual driving the car begun to drive on the slippery road. It seems as if the car was going to lose control due to the slippery nature of the road, however the driver was able to enforce an automatic brake immediately and the car stopped without losing control as it was perceived by most of the audience. Everybody is excited and they cheer as the DJ plays music that increased the level of excitement among the audience. Wrap- up Moment The employee outside the car who is in charge of explaining the demo highlights that indeed the upgraded model is top notch and has the state of the art technology that is capable of preventing any form of accidents. He further argues that without a doubt, the audience should purchase this car, if they want to be safe. In addition, he tells them of the changes made on the seats by stating that now they have leather seats and not just any type but rather those that can last for longer periods. Making actual Sales for the New Brand After the live demos and entertainment proceeds, the Mitsubishi sales team initiatives an actual sale at the party venue. One employee from the sales department stands up and informs the audience that it is now time for them to place their orders for the improved models. He says that they will definitely get value for their money. The names of those who intended to purchase are recorded down with their contacts. Various sales representative from the company walk around the venue providing fliers that show the various models that the company. How to Attract More People to Buy Their Products Discounted Prices at the Venue The vehicle at the venue; the Mitsubishi Lancer is offered to customers at a small discount. The individuals willing to instantly purchase the car are welcomed to the front. A competition is initiated in which the winner gets to go with the car at a cheaper price. The game involves eating cherry pie. Several plates are brought by the restaurant waiters that have six cherries. The potential buyers are expected to eat the six cherries. The individual who eats the cherries and finishes first will be the winner who buys the car at the discounted prices. The game is very interesting and the guests cheer on. One gentleman wins and gets to go with the car. Informing the clients about how the models impact their lives As the sales continues, the employee in charge of sales communicates the audience by informing them of how the new models would improve their lives. He does not speak much about the product but rather about the benefits that the customers would get from the brand such as the reduced exposure to accidents due to the state of the art electronic stability program (ESP). He also informs them that that the leather seats placed on the car are of the best quality. Taking Orders The employees move around as they interact with the guests in order to take orders from potential buyers. A number of countable guests want to purchase the improved brand. They place their orders which are taken by the company employees. The Marketing Chief Executive stands and congratulates those who want to purchase the products. He further promises that the company will continue to upgrade its brand in order to meet the preferences of the customers in the Chinese market. He gives a vote of thanks and welcomes the guests into a photo session period as the music continues to play. Catching of Photogenic and Happy Moments of the Event as the guests leave the venue at their pleasure The guests depart at their pleasure but before they do, they take photos with the new brand and with each other. The employees of the company also take photos with the guests. The main intention of the session is for the guests to share their moment with others on social media which will spread the information to others. The guests seem to enjoy themselves and are happy as they leave the venue at their own pleasure while others seat back and converse. Prototype Questions 1. Kindly state your gender? Male Female 2. How old are you? Below 19 years 20-29 30-39 40-49 Over 50 PERCEPTIONS ABOUT THE MISTUBISHI PRODUCT RE- LAUNCH PARTY 1. Was the party was Exciting? Strongly Agree Agree Neutral Disagree Strongly Disagree 2. The location of the party was good Strongly Agree Agree Neutral Disagree Strongly Disagree 3. The services and the food offered by the company were of good quality Strongly Agree Agree Neutral Disagree Strongly Disagree 4 The newly rebranded products were of good quality Strongly Agree Agree Neutral Disagree Strongly Disagree 5. I intended to purchase Mitsubishi products in future Strongly Agree Agree Neutral Disagree Strongly Disagree 5. Did the party change your perception about the Company Strongly Agree Agree Neutral Disagree Strongly Disagree 6. Would you come to another party organized by Mitsubishi Strongly Agree Agree Neutral Disagree Strongly Disagree Feedback Provided By a Sample Group of Ten Customers Ten customers interviewed provided a wide range of answers concerning the party held by Mitsubishi. Half of the participants, 5 people stated that party was exciting and that they had a good time and they would come to another event organized by the company. 3 people were not sure if they really liked the event while 2 said that they did not have a good time and they felt that they had wasted their time. When asked whether the venue of the part was good. 9 participants agreed that the venue was okay because it was able to accommodate many people. In addition, a lot of space for movement existed. One participant however contended that they did not like the venue of the party. In terms of the services and the food offered by the company, 3 people stated that the services offered were poor while 7 people did not find anything wrong with the food and services provided. Half of the participants stated that the newly rebranded product were of good quality. They also said that they liked the demo. The remaining half of the participants did not agree with the idea of improving the brand. They stated that the Mitsubishi brands were still made of poor quality. When questioned about whether they intend to purchase Mistrust brands in future, half of the participants stated they would while the other half said that they would not purchase the brand. Most of the participants 6 in total stated that the event changed their perception about the company. 2 participants were not sure while the other 2 stated that the party did not change their perception about the company. Conclusion and Recommendations The section has presented a prototype of a party scenario that is organized by the Mitsubishi Company. The objective of the party is to introduce the company’s rebranded products to the customers. The logistics of organizing the event involved selecting a suitable location that can accommodate a total of 150 guests. It impossible to invite every person to the event. Consequently, a selected few were invited this include potential and prospective customers who are active on social media, partners, sales people, investors and the media. The party begins at 3pm which a suitable time based that it is on a Saturday and people are not involved in a lot activities. The catering services and entertainment are on point. A demo is conducted in order to give the clients the tangible benefits of the modifications made on one of the brands; the Mitsubishi lancer. After the end of the party, prototype questions are given to the customers. A key outcome that is derived from the customer feedbacks is that most of the guests enjoyed themselves. This implies that a direct connection to the clients is a good marketing approach. Additionally, to some extent the customers changed their perception about the Mitsubishi Company. Consequently, the company has a potentiality to develop a positive image in the Chinese market. A recommendation is that the company should continue to implement the rebranding. Read More