Mktg Creative Brief

Harley-Davidson, Inc. since its inception has specialized in selling dream motorcycles that are of high quality and distinctive in styles. The company in the past have seen turbulent business environment to the extent of leveraged buyout, infiltration of foreign made bikes as well as government regulations. Yet despite these factors, Harley-Davidson continues to reap profits, yield high growth of approximately 15% a year and retain its customer base (Official Website 2004). This position in the market is however limited to the US whereas in other countries of the world Harley-Davidson products remain luxury item requiring emotional attachment with American iconism.

OXANA SRIBNYAK ABSTRACT This paper aims to analyse the MINI’s case study to discover which marketing tools have best served to build a world-class iconic car brand. Using knowledge learned over the marketing course, their current marketing strategy will be analysed in detail. The second part will then critically examine the digital marketing approach of the MINI to answer the question of “what are the benefits to MINI from such a broad approach?” Drawing on the MINI case study, the paper will explore how emotions are used in marketing to build loyalty to the brand. MINI’s successful brand performance,

The target audience has an age range of mid-twenties to early forties, Middle income, and educated. They are familiar with computer technology, complicated relationships, T.V series, current styles and trends, and with the concept that minivans are “uncool.” They, including their children, have busy lives that require a lot of driving from place to place.

After working together for almost five years, MINI USA’s advertising agency, Scheid, Roberts, and Reicher (SRR) decided to resign the MINI account in order to pursue a larger account with Volkswagen. MINI USA had developed a significant successful client-advertising agency relationship with SRR since the launch of MINI Cooper in USA, and MINI’s advertising had been highly unconventional. For Trudy Hardy, marketing manager for MINI USA, the first challenge was starting over and finding a new but unique advertising agency before the end of the year. The selection process would be the crucial part. This analysis will discuss about the development of MINI and SRR, the alternatives of campaign strategy, and the recommendations to the

The making of cars has come a long way in today’s society. In the February 2016 issue of The Oprah Magazine, an advertisement from the Chevrolet Company was placed showcasing its new 2016 Malibu Chevrolet. The effectiveness of the ad uses a variety of persuasive factors to attract a specific audience. The usage of vivid designs, convincing phrases, and effective ad placement further increases Chevrolet’s attempt to attract consumers.

Year-end data indicates that the domestic (United States) motorcycle market continued to grow throughout 1995. Compared to 1994, industry registrations of domestic heavyweight (engine displacements in excess of 751cc) motorcycles were up 11.3% . The Company ended 1995 with a domestic market share of 55.8% compared to 56.1% in 1994. This decrease is a reflection of the Company 's constrained production capacity in a growing heavyweight motorcycle market. Demand for the Company 's motorcycles continues to exceed supply with nearly all of the Company 's independent domestic dealers reporting retail orders on all of their remaining 1996 model year motorcycle allocations (production through June, 1996).

The small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2001. The market for premium products is clearly growing faster than the total market, particularly in the small car market. Many customers will not compromise safety, quality, driving characteristics, and individualism

Harley Davidson is one of the largest manufacturers in the United States. It has become a major leader in the Industry for creating the heavyweight motorcycle that has been designed for “cruising on the highway.” (http://en.wikipedia.org). In this paper we will discuss how the heavyweight motorcycle market has become an important asset to the industry. We will include the major strategies that have been established and the breakdown of the manufacturing process in the industry. We will be examining the Industry’s prospects and expectations for the present and future based on the motorcycle market.

As Keller (1993, p. 3) argues, “[…] perceptions about a brand as reflected by the brand associations held in consumer memory”. Keller (1998) also suggests that there are three categories that constitute the overall brand perception: attributes; benefits and attitudes. A study conducted by Simms and Trott (2006) explores the brand perception of the MINI stakeholders. Based on their findings researchers established a model that gives a “perspective on a product brand by linking specific brand associations to the image that is developed in the mind of the consumer or stakeholder, and finally linking this to how the image appeals to key stakeholders” (Simms and Trott, 2006) . The application of their model to the MINI brand is presented in Appendix 2. .

The motorcycle market is broken out into the U.S. and International markets with a focus on males between 18 to 24 years-old and totaling and estimated 35.3 million people in 1980. As previously mentioned, 6% of the sales have been to women and this number appears to be increasing followed “by professionals and business people in their late 40s and 50s…which is older, more conservative, and often rides long distances with their spouses on luxury vehicles.” (pg 639) Internationally, the percentage of sales from exports has increased from 13.2% in 1983 to 30.9% in 1990, which shows significant potential for growth of market opportunities. The market demographics spans from 18 to 60+ years-old and both men and women in all climates that have

The Mini Cooper now includes a convertible, available in standard, S, and John Cooper Works editions. The standard model is powered by a 1.5-liter, turbocharged three-cylinder engine; the “S” gets BMW’s 2.0-liter, twin-scroll turbocharged four-cylinders and the top-end model garners a twin-turbo motor also displacing at two liters. The three- and four-cylinder engines are world’s apart and, luckily, I had a full week of top-down fun with a 2016 Mini Cooper S Convertible.

There are two key channels what LM uses to deliver value for its customers: the community and the regional microfactories. The community is a core element of LM’s business model and consists of a group of car enthusiasts and designers who communicate mainly on an online platform, but they also meet in person during events organized by LM. Microfactories serve as places for car manufacturing but they mean a lot more for the company. They are places to gather together with the community and to work together with customers whilst assembling. Both key channels are important parts of LM’s marketing strategy and play a prominent role in the customer experience. LM uses mainly these own and direct channels to reach its customers. It raises awareness about its cars using mostly its website. This platform also helps potential customers in evaluating the offerings of LM as community members share their opinion, knowledge and experience there. The purchase, the delivery and the after sales service happen through the channel of microfactories.

The motorcycle company shall initiate takes with the brand managers to popularize the name “Our Motorcycle”, “Safe Rider”, & “Young American” in all its advertising campaign. The logo of the motorcycle shall be accompanied by technical name i.e. “Young Engine”.

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.

Signpost: Maintaining its basic look along the years, the classic British Mini was born first to be a fuel-saving car; second, a race car, then to suddenly become popular and used by everyone.