ASSIGNMENT TWO

Assignment Two - Exclusive Car Hire Company

Assignment Two - Exclusive Car Hire Company

Studies have analyzed that companies in automobile industry are increasingly spending on promotional activities as an important and essential competitive tool (Petkus 2010: pp. 64-74). According to a recent study, companies spend some seventeen billion dollars for producing, distributing, and monitoring promotional displays and signage for increasing sales (Rotfeld 2009: pp. 309-311). It is equivalent to approximately 17% of revenue, which is allocated to trade promotions and OOH (Out of Home) advertising spending for supporting distribution sales. Similarly, companies in “rent-a-car” services are also increasingly spending for promotional campaigns to increase their sales and to remain competitive in the market.

The following paper discusses a promotional campaign for Dream Car Hire that provides services to its customers for hiring cars for the weekend / special occasions.

Question 1

The objectives of this campaign are to target existing clients for more hiring of cars and to attract new clients for the service. In addition to that, for any campaign, regardless of the type of the company and industry, it is essential for the management to analyze and understand its target audience. For this purpose, we would first be analyzing our target market for proposing a promotional campaign for Dream Car Hire.

The target market of the company is elite class or the niche market of age 25 to 35, Male SEC (Socio Economic Class) A that wants to hire a care for parties or special occasion, and they prefer to hire a high-standard car to show their class. The target market wants to look classy and stylish and at the same time, they want to show their friends and families that they are extremely successful in their lives. For this purpose, they hire a car that shows their classes such as some of the major cars that are hired by the target market of Dream Car Hire are Aston Martin, Audi, Ferrari, Range Rover, Jaguar, Bentley, BMW, Maserati, Mercedes, and other sophisticated cars.

Next, we need to understand the psychographics of our target market, which will be helpful for us to identify the locations where we can target them with the help of our promotional plan. The target market is more inclined towards parties, night shows, clubs, and dinners, all at high class locations. For this purpose, we will be making a plan on the basis of following activities:

OOH (Out of Home) Advertising - Billboards and Gantries

A fanpage on Facebook and Twitter with game applications

Free trials to customers on places where niche market visits

Promotional deals

TVC

Dream Car Hire will use a shot gun approach to build enthusiasm about the experience in the target customer leveraging it as influencer on other people, since the general public perceives Dream Car Hire as a genuine luxury, the target segment will be motivated to adapt to products due to its public appeal and buzz. Much of the focus will be give on the TVC and promotional deals keeping in view the lifestyle and social ...