Mazda: Positioning a Product Line

Being in a spiralling economy, the automobile industry must step up their games to produce attractive advertisements. Creativity is crucial to attract potential buyers and gain more sales. To target specific prospects through ads, the automobile industry usually apply rhetoric concepts to enhance their product’s appeal in every way, and not just purely on the automobile designs. As men are the main target audience, car ads are usually being advertised as appealing and dangerous. Nevertheless, there are other important aspects to be highlighted as well, which can be perfectly marketed with certain rhetoric aspects. Although automobile ads always target the male audience, the industry also understands how partners or family can influence in purchase

It is important to realize the basic facts that are associated with cars and with BMW in particular, and that different demographic are attracted towards different types of car, to later understand that even though the product in the ad may be amazing but the ad itself is not. Did you know that in 2010 the number of cars in the world reached a billion (Noël)? Today’s culture is highly surrounded and based on the use of cars. They are such a prominent part of our culture today that if an alien were to visit our planet right now they might just consider cars to be the dominant form of life (The Hitchhiker 's Guide to the Galaxy). There are so many different types, and makes of cars that they can suit any personality in the world.

Free, new, 50% off- advertising, an immensely paramount aspect in today’s society, has the ability to promote or demote a newly developed product. With such a vast array of public notices, it’s crucial that they appeal to people psychologically, using rhetorical devices. During an expedition for the most complex, eye-catching ad, I was fortunate enough to stumble upon the 2010 Dodge Challenger. Astounded by the multiplex of this advertisement, my inner curiosity was enkindled. In this persuasive notice, the appeals to ethos, pathos, and logos are strategically used to persuade the target audience that the 2010 Dodge Challenger is the car for them.

In conclusion, the commercials by Lexus and Volkswagen both make the viewer consider their product. To do this, they use different methods of advertising. Also, both companies target different audiences. When all is said and done, they have varying degrees of success in doing so. Advertising is a fundamental force in today’s society, and because of this, companies must provide the most effective commercials with presentation of as many logical appeals as possible.

The car is sold to the audience by using the nostalgia that builds up throughout the commercial and is connected to the car with the line, “...it reminds you of when you were you.” The nostalgia built up because the moments that the man lives through take the audience back to their memories of when they went through something similar. Since humans try their best to connect to other humans, the nostalgia that the man feels resonates with the audience. That line also implies that getting and driving the MX-5 Miata will make the buyer feel young and truly themselves again. The intended audience, middle-aged people, would connect with that feeling since they spent/is spending most of their time taking care of their children and putting their child’s needs before theirs. They would jump at the chance to feel young and themselves again. While pathos is not the sole persuading technique that Mazda used in this commercial, it is the most effective and

CarMax is one of the largest new and previously owned automotive company in the United States. Being an automotive company they can target two large audience persona or also known as buyers persona. The first persona is either male or female ranging from 18-70 in age who wants a nice and affordable new/previously owned vehicle. Also, the audience wants to have a stress free experience while shopping for a car. When someone is looking or even thinking about getting a new car they do a fair amount of research. For instants best place to buy a car, research about the car they are interested in, or just get an idea on where to start when looking. It is not a simple choice for the audience to get a car, so they have an open persona to learn. Because they want to learn about the information of

Positive aspects. The Chevrolet Company took a big step forward in its advertising campaign last spring. The company decided to have a new promotional form which was to run an ad contest that people can post their video clips about the Chevy Tahoe in its website. The benefit for this approach is to involve people who are really interested in the company’s products in conversation (Rose, 2006). By doing the customer-generated advertising, Chevrolet enhances the relationship with its customers and establishes the customer loyalty. People can share their thoughts and participate in the communication which means they have the power to influence the brand and the

The purpose of any advertisement designer is to reinforce as much selling as he can. Yet, here, the advertisement was primary directed to men as general and young men in particular. Braveness, confidence, strength, and power are mainly masculine needs. Here, they want the audience to perceive that they are not merely selling a car, yet, they are selling confidence, attractiveness, courage, and respect. They want to make every one of the audience dream to be in the place of this young man and live these feelings as has never done

So in order to change people's viewpoint and attitude on this not so pretty car, an advertising campaign was developed.

Driving MBA took all the necessary steps possible to change the brand. DrivingMBA knows what the competitors offer and what they provide. The organization has done much research and has students come from the competitors as well. The staff at DrivingMBA will need to make sure that he or she is aware of what makes our products different. This way it can be known to prospective customers and our regular customers in DrivingMBA’s marketing and sales efforts. DrivingMBA wants all the consumers and customers to know that the branding message is focused on the positive aspects of DrivingMBA to build a great reputation.

Events targeting customers are run by Maxxia regularly to reach and engage its target audiences. These events can range from special events run in partnership with its employer customers, like staff expo days, through to onsite kiosk at employer sites or even motor shows. The motor shows are a great way to get customers to think about Maxxia’s novated leasing product by immerse themselves in the new car experience, by getting them to touch, feel and experience new and popular cars. This traditional approach allows Maxxia to engage customers through a personable face to face interactions. The investment in this type

Creation, acceleration and emotion are the key components for any automobile industry to deliver its goods to the expected standards. General Motors, popularly known as GM has been a pioneer in the global autoindustry for more than 100 years. Developing from horseless carriages to the latest sports cars, innovations have always excelled at putting the world on wheels. In fact, there are a lot of exciting things to share about the company. GM’s corporation started in 1892 by R.E. Olds, with a solid financial foundation, which enabled him to produce great vehicles for customers and build a bright future for employees, partners and shareholders. GM slowly initiated its staff of experts in the factories which are located in different parts of the globe and acquired the brands like Chevrolet, Pointiac, GMC, Buick, Cadillac(General Motors Corporation, 2015). Leading the way is their tailored leadership team who set high standards for the company so that they can produce the best cars and trucks. This means that GM is committed to deliver vehicles with compelling designs, flawless quality and reliability, leading safety, fuel economy and commercial features. All are intended to create that special bond that can only happen between a driver and a vehicle. General Motors is a customer driven company and aims at earning customers

Maruti is lacking behind here. As to much surprise, some people were found out saying that they hadn’t heard much about maruti cars. Therefore, the company should run an extensive programme through print media, hoarding and television which targets the customer at large. It will have a impact on everyone.

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

Attracting younger customer also help us improve brand image compare to competitor. From data (Chart 4) we can see that BMW driver are younger compare to main competitor, such as Lexus and Mercedes, if we can make BMW brand attach with “young “ and then make other competitor brand look old this will help to attract more younger customer and make them commit to use BMW for the rest of their life. Another thing that we can see from BMW customer base is while average ages of BMW owner are younger but their average incomes are higher we make people remember that BMW is the car for “highly educate, bright, affluent person who want to have a great driving experience”. If we can own that position which utilize BMW strong point as “Ultimate driving machine” then push other competitor to “car for boring and old people”. This campaign also improve brand image by reduce bad thing that associate with BMW brand such as “Status symbol, Yuppie-Machine” and also stress what BMW is all about “amazing performance” and try something new and exciting. This show people what make a BMW a BMW which is the main purpose of this campaign.