Buy essay on Strategic Marketing: The role of Promotion in Marketing

The development of promotional strategies is effective tool for companies to reach their target, strategic goals. In such a situation, the company should develop effective strategies to reach the target customer group. At the same time, companies should develop effective strategies, which can help companies to attract customers to its products. In this respect, it is possible to refer to its products and services. At this point, it is possible to refer to the example of Ford Escort and Lexus, which hold absolutely different positions in the automotive market. Ford Escort focuses on the lower and middle segment of the market, whereas Lexus focuses on the premium segment of the market. In such a context, Ford Escort and Lexus use different promotional strategies and use different promotional tools because they have different target customer group and they offer different products to its customers.
In fact, Ford Escort and Lexus are absolutely different. On the one hand, Ford Escort is a democratic vehicle available to average customers. On the other hand, Lexus is a luxurious brand offering customers expensive cars of the top quality. In such a situation, the companies can offer its products to their specific customer group. At the same time, each company can offer customers products that meet their needs and expectations. In addition, each company offers products of the different quality because they belong to different segments of the market.
In such a context, Ford and Lexus choose different media of advertising, which meet their needs and which attract their specific target customer group. To put it more precisely, each company should choose the proper methods and tools of advertising, which are particularly effective for the companies to reach their target customer group. The use of specific tools is essential for the effective promotion of products of both companies.
At this point, it is important to dwell upon different elements of promotional strategy of the company. In this regard, advertising is particularly important for the development of effective strategies. At the same time, each company can offer customers effective promotion tools. Advertising is one of the most efficient tools. To put it more precisely, Ford Escort used television mainly for the promotion of its product along with print media. At this point, it is worth mentioning the fact that the company used mass media to reach a possibly larger audience. In contrast, Lexus uses quite a different strategy. Even though the company uses television for the promotion of its product, Lexus focused on the target customer group and promoted its product in TV programs, which focus on customers belonging to the upper class and programs, where Lexus advertised its products, and the company could reach its target customer group. In addition, Lexus used print media and internet. At the same time, the company attempted to reach the target customer group.
Furthermore, direct sales are also important for the adequate promotion and customer satisfaction. Ford Escort used direct sales to offer its products to its customers en masse. The company offered products and sold them in large quantities. In contrast to Ford, Lexus focused on individual sales. Often, company gathered orders from the part of customers before vehicles were even manufactured. What is meant here is the fact that Lexus did not sell its products en masse as Ford Escort did. Instead, Lexus created luxurious cars and sold its products to reach the target customer group and to offer customers products unique and original. The demand on Lexus’ vehicles is not as high as the demand on Ford Escort. As a result, vehicles manufactured by Lexus and Ford Escort had different direct sales style.
Similarly, sales promotion of Lexus and Ford Escort differed substantially. To put it more precisely, Lexus stimulated sales promotion focusing on the rise of sales. In such a way, the company attempted to enhance its position in the market and sales promotion helped the company to attract customers and to make them buying products beforehand. At this point, it is worth mentioning the fact that the company affects consistently the behavior of customers. Ford Escort focuses on the sales promotion to attract mass customers. The company focused on customers, who were interested in cheap and available cars.
Finally, the publicity is another effective tool of promotion of products conducted by Lexus and Ford Escort. Both companies attempted to create positive public image of companies and to attract customers through the development of positive company-customer relationships. In such a way, the companies attempted to create attractive public image and to attract customers to its products. At this point, it is worth mentioning the fact that the publicity was essential for both companies. However, Lexus stressed the exclusiveness of its vehicles, whereas Ford Escort stressed the availability of its vehicles and to attract customers to its products due to the low price and good quality of products.
In such a situation, the social media marketing could be effective for Ford Escort, whereas Lexus could hardly benefit consistently from social media marketing. To put it more precisely, Ford Escort focused on the mass audience to attract the attention of customers to its products and the main point of Ford was to attract a possibly larger number of customers. In contrast, Lexus focuses on the premium segment of the market. The company is not interested in the mass customers. Instead, the company focuses on the narrow target customer group. Therefore, social media are not essential for the promotion of Lexus’ products.
Thus, it proves beyond a doubt that Lexus and Ford Escort use different strategies to promote their products and to improve their position through the use of effective marketing strategies and policies. In such a context, the goals and target customer groups of both companies played the crucial part and defined promotional strategies in the business development of the companies.

 



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