Croove Marketing Strategy
4.3 Promotion
4.3.1 Define target audience
The target audience will be identified based on the target customer.
4.3.2 Identify objective
According to Constantinides, E. (2006), the promotion, a factor of marketing mix, needs to be able to deliver values to customer as well as creating and maintaining positive image combined with favorable attitudes towards Croove. This shows a similarity with the main objective of this marketing plan. Customers need to be impressed by Croove’s brand and ready to immediately come up with Croove brand image whenever and wherever they hear any topic related to cars. Moreover, a successful Promotion plan also drive the customers to recommend their friends or relatives to purchase other products. Then the brand image and reputation will be shaped in customers’ mind resulting in
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Advertisements of Croove can be shown in crowded bus-stop location, underground or train station around London area. Since the targeted customers are employment who may not own any private transportation, they will pay frequent visits to these places. Daily exposure to Croove image as they are, buyers will eventually be impressed and may tend to search it on social media for further recommendation when they have demand related to the product.
Television Advertising is also one of the channels but less favorable due to its costliness. Yet Croove products are considered important to have advertisements on TV to attract more diversified types of customers regarding the fact that one of the major benefits of TV advertising is to reach a large quantity of audience. What is more, TV advertising can attract attentions of the customers, which make it easier to transmit the message to targeted audience and create impression among the viewers. Therefore, the suggestion is that TV advertising should be conducted as a short-term advertising in the
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