Question

Topic: Strategy

Marketing A Big Brand In A Small Economy

Posted by Anonymous on 9/29/2010 at 9:53 AM ET 125 Points
Our company is located in Africa and am in charge of marketing for a major dealership. I need to build a strategic marketing plan for the dealership, and the market is mainly corporate and government. I would like to now target individual buyers and bring on board more corporate and government institutions. Most individuals prefer buying used cars which are very lowly priced. I would like some ideas on how to go about this situation.
Creativity is key especially if the budget is small
Thank you marketing profs for pr and looking forward to the interaction and advice.
Cheers
Aitham
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RESPONSES

  • Posted on 9/29/2010 at 10:29 AM Accepted
    So help me understand: Why should someone in your target audience buy a new Nissan instead of a less expensive used car? If you were not in the business, and you were in the target audience, what would you do? Why?

    Your customers are not foolish. Give them a good reason to spend more money and they will. So far, I'm not understanding why they might want to. Maybe you can help.

    Marketing isn't about getting someone to do something they don't want to do, or that isn't in their own best interest. It's understanding what they are going to need and delivering that.
  • Posted on 9/29/2010 at 2:42 PM Accepted
    Sorry, but I'm not convinced that your target audience SHOULD buy a new car rather than a used car. Their perception is their reality: "I cannot drive a new car until I own a house and fulfill my other needs. If a used car can do the job then so be it."

    Can you assure them that it will be more affordable to buy a brand new car? Will buying a new car help them own a house sooner?

    You've ducked the question: WHY should someone in your target audience buy a new Nissan? How will they be better off, or closer to reaching their goals? Would YOU buy a new Nissan if you were in their shoes? Why/why not?
  • Posted on 9/29/2010 at 3:42 PM Accepted
    When you ask, "How can we change people's perception ...?" it sounds like you want them to believe something that isn't so. Better to ask, "For which market segment will buying a new car be a better decision than buying a used car?" When you find that market segment, we can begin to develop a marketing strategy to communicate the benefit to them of buying the new car.

    Otherwise you are just trying to convince people that their black is really white. It's not likely to happen.
  • Posted by Jay Hamilton-Roth on 9/29/2010 at 6:22 PM Accepted
    If you have the financial data, prove it. Compare the cost of new car ownership vs. used car ownership (insurance costs, maintenance costs, fuel costs, safety costs, etc.).

    If you convince them that new is better, but they don't have the funds to purchase new, then show them how various financing options makes it still the "better choice".
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