Eco Car Case Study

There is no point in developing a product or service that no one wants to buy, yet many businesses decide what to offer first and then hope to find a market afterwards. In contrast a successful company will find out what customers needs and wants and then develop a right product. Before the launch of our eco car, the company must understand the requirements’ of the customer from the hybrid vehicle manufacturers and their design. Compared to Competitors, is our product superior in significant way to anything else available in the market? If so, specify the uniqueness, if not, we should develop an area of superiority? Should we offer this car at all in the current market place chosen by us?

 Prices- The second P is the price. A product is only

We need to develop the habit of thinking in terms of the people inside and outside of our business to who are responsible for every element of sales. Every single decision of the marketing strategy has to be carried out by a specified person, in a specified manner. It is important to hire the right people and retain them, allocate the job properly and form a effective team to let our company survive in the competitive automobile market.

4.5 Promotional Strategy of the Company:

After identifying target market, the best way to reach them is to use a mix of advertising, personal selling, referrals, sales promotion and public relations to promote their products or services.

1. Advertising: Advertising is a form of communication designed to persuade potential customers to choose product or service over that of a competitor. The company while promoting its eco car must focus on making advertisements that suite the taste and culture of the Indian market. There must be uniqueness in quality and design, so that it gets imprinted in the minds of the people. Advertisements like hoarding, flex, banners, etc. Must be placed at strategic locations and also to encounter the rival’s promotional

The idea behind this promotional step must be to let the car sink in the minds of the people and they prefer it over other cars.

2. Sales Promotion Strategies: The three types of sales promotion strategies Push, Pull, or both can be used to promote the eco car sales in India. These are discussed as follows:

 Push strategy: This involves asking the intermediary traders to "push" the eco car in and through the distribution channels to reach the buyer by use of various promotional selling efforts. The company promotes the product through series of resellers and retailers. Common methodologies employed in push strategy are: sales allowances, guarantees for buy back, free test drives, contests, special advertising items, seasonal discounts, unique displays, etc.

 Pull strategy: This strategy attempts to get consumers to "pull" the product. The company focuses to create interest and demand for the car at the end-user level. Typical tactics employed in pull strategy are: gift coupons, cash pay backs, loyalty programs, sweepstakes, games, and point-of-purchase (POP)