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Assignment about marketing project, High involvement green product: Electric car Low involvement green product: biodegradable plastic bottles

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Masters
  • Page:
    3
  • Words:
    1709

8Marketing Project

Marketing Project

Executive summary

Introduction
The marketing project looks at high (electric car) and low (biodegradable plastic bottles) involvement green products. The market analysis has identified the target market of the green product and it mainly consists of two groups: corporate and private buyers. As such, the report uses the segmentation criteria to describe the attributes of its target market. Moreover, the demographic profile of the private consumers elaborates their psychographic profiles. In addition, we are going to look at its communication strategy where it makes use of the media created and uses advertising, PR, personal selling, and direct mail. Nonetheless, for this report, the main media strategy used is TV, Internet, outdoor and print.

Traditionally, the single car dealers are the ones who have been responsible for local advertising plus the promotion of the available special offers of their high involvement green products. Nevertheless, for most of the manufacturers, they look at creating and supporting national, advertising campaign and brand image and most of the campaigns are designed for the national market of that particular country. Electric cars like The Prius were launched successfully in Japan, European markets and the USA. The success of their launch is attributed to the consideration of the availability of different cultures and tastes in buyers. In most cases, high involvement brands require additional promotional materials that will give support to these products and thus, the communication strategy used will help in convincing consumers. Therefore, the report looks at the buying decision for high involvement green products considering the market place has varied number of consumers. The market has consumers who make quick purchase decisions while others will need information and will ensure they are highly involved in the decision process before they make their purchase. In such cases, the level of involvement will give a reflection of an individual’s personality with regard to his or her interest in consuming the product. Thus, in the buying decision a consumer considers a continuum from decisions that have a fair routine to decisions that always require extensive thought plus high involvement levels (Dietrich 2010, p. 34).

When it comes to high involvement decisions, they carry higher risks to buyers as they are complex and have high price tags. An electric car is not a product that is often purchased but it is relevant and important and thus, buyers of these products do not engage in routine response behavior when it comes to purchases the high involvement products. Instead, the consumers of high end involvement products engage in extended problem solving techniques as they spend most of their time comparing different aspects of the product such as its features, prices and warranties among other things. For many buyers engaging in high involvement decisions, it has caused many a great deal of post-purchase dissonance (anxiety) especially when they are unsure of their purchase. Also, when they face a difficult time when it comes to deciding between the available alternatives and therefore, such companies will offer their consumers with lots of information about the available products. The communication strategy they employ in selling electric cars looks at convincing consumers by elaborating why electric cars are superior to competing brands available in the market. Therefore, they show consumers how such cars will not let them down.

Communication Strategy

Segmentation Strategy
When it comes to the communication strategy, we look at the type of product and introductory stage. These factors influence consumers buying behavior and the communication mix is well adjusted to fit such conditions. The most useful communication strategy for electric cars is public relations as it makes consumers enjoy high credibility at lowered costs. A car being a high involvement product will use personal selling especially when it is targeting corporate buying segments as these customers buy in bulk. Since the TV has a wide reach, it becomes the favorite medium because of its high impact that is useful when it comes to showcasing high impact products such as a car.

For electric cars, the market is split into customers (B2B) and consumers (private buyers) and the customers are either fleet or corporate buyers who buy the cars either for rental or hire or even for company fleets. For such instances, the media for reaching the consumers is mainly through business press and also the traditional media. For most electric cars, their environmental features make them particularly interesting for buyers because of their low operating costs. Therefore, the consumers of electric cars are male and female of between 30 and 50 (midlife) years and are most likely to be married individuals with family responsibilities. Moreover, the target markets of the electric cars are affluent, well-informed adults who are educated. This is a distinct market because they are well aware of the importance of such vehicles and look at aspects of protecting and conserving the environment from pollution and other elements that disrupt the normal functioning of the ecosystem. In most instances, they are in the AB socioeconomic segment and thus, will be in the higher managerial, professional and administrative occupations and from the upper middle class. As such, these groups of people are more than ready to buy environmentally friendly products and with their high disposable income, they are willing to pay more. Moreover, most of them own a lower medium car (Egan 2014, p. 45).

The two marketing communication media ideally appropriate for this target market is the TV and Internet because they are arouse the involvement of the consumer and thus, it affects the marketing and promotional activities. TV and Internet are activities that always give meaning to brands and will improve customer relationship and this causes them to have high levels of involvement. From this, marketers have taken a proactive approach to ensure that majority of their consumers develop high involvement of the electric car. The typical attributes presented by electric cars are personification, nostalgic value, facilitation, uniqueness, association, aesthetic appeal, social visibility, price risk, image congruence and quality. Therefore, brand-consumer relationship is strengthened by marketers by incorporating all these attributes (Egan 2014, p. 125).

In accordance with Cheng et al., 2008, various cues such as warranties offered, brand name, country of origin and price among others are picked by consumers in deciding the perceived risk of the given product. However, most online consumers shop from websites and this originated from developed countries and developing countries were avoided because of their higher perception risks (Cheng et al. 2008, p. 420). In reducing such effects, then credible brand equity needs to be created for favorable customer attitude due to their favored perception of the quality of service being offered. And thus, elements such as reliability, trust, security and personification in marketing communications are included in an attempt to increase the perception of quality and service. Thereby, reducing the risk perception of electric cars for example, when using the Internet, companies will use the local language of given countries they intend to operate in and this gives consumers favorable impressions of their service quality.

According to Wu (2001, p. 20), it is vital for marketers to segment consumers based on their decision-making style and thus, will create specific marketing and positioning strategies favorable for each of their target markets. It is only through the use of various advertising and marketing campaigns that this can be achieved since the unconscious mind will keep absorbing information and thus, urges the conscious mind to satisfy the need.

Routinized decisions
Using a segmentation criteria describe the attributes of the target market. Answer briefly why this is a distinct market. Describe two marketing communication media that would ideally be appropriate for this target market (radio, TV, internet, sales promotion etc.) giving reasons for your answers. 

When we talk about habitual decision making, we look at fast pace consumer problem solving where consumer has listed their evaluative criteria. These evaluative criteria are attributes that are distinctive where a consumer is in a situation of having other alternatives and thus chooses from them (Martin 1998, p. 8). People are bound to make decisions that allow errors and biases to enter their decision processes due to the shortcuts they take in life. The common biases are overconfidence where buyers tend to be overly optimistic especially for those with low intellect and interpersonal abilities. Anchoring, confirmation, availability and representative biases are others decision making biases and shortcuts presented by many consumers. For instance, many car buyers are faced with availability bias because of their tendency to base their judgments on information that is readily available (Martin 1998, p. 12 Conclusion
). Moreover, there are those that look at anchoring bias as they tend to give focus to initial information as their strategic starting point. For most of the consumers, their decision making process is not pursued effectively and thus, the selection they make is more random and has no apparent reasoning and this has contributed greatly to their failure.

Electric cars being high involvement green products are mostly associated to females and males of between ages 30 and 50 years. As such, they are the best target market because they are well informed and are cautious about promoting environmental friendly campaigns that improve their surroundings. Moreover, the target market consists of well-educated people who know the importance of having such products both to the environment and to their health. When it comes to the communication and media used, the TV and Internet are well-known media because they are at par with the target market. The routinized decisions are also elaborated and the biases and shortcuts present in the decision making process are also mentioned.

Bibliography

Cheng, J et al. 2008, Do extrinsic cues affect purchase risk at international e-tailers: The

mediating effect of perceived e-tailer service quality. Journal of Retailing and Consumer

services [online] vol. 15, no. 5, p. 420.

Dietrich, C 2010, ‘Decision making: factors that influence decision making, heuristics used, and

decision outcomes’, Student Pulse, vol. 2, no. 2.

Egan, J 2014, Marketing communications, SAGE, New York.

Martin, C 1998, ‘Engineering high-meaning, high-involvement brands as a relationship

marketing strategy’, Journal of Product & Brand Management, vol. 7, no.1, pp. 6-26.

Wu, S 2001, ‘An Experimental Study on the Relationship between Consumer Involvement and

Advertising Effectiveness’, Asia Pacific Journal of Marketing and Logistics [online],

vol.13, no. 1.