Sample Promotion Strategy

PROMOTION STRATEGY
Promotion strategies will vary depending on the target market segment. Given the
importance of word-of-mouth/referrals among all market segments when choosing a
pre-driven car dealership, efforts are designed to create awareness, stimulate trial, and
build referrals. A cost effective campaign, focused on direct marketing, publicity,
Internet web page, and advertising is being proposed.
Marketing Plan
Mountain View Lease, LLC auto sales and leasing can consider developing a one-page
newsletter to be mailed quarterly to select target customers and prospects in its
database. The newsletter can be used to update clients on available vehicles, leasing
information, and tax related benefits, but also serves as a reminder of what sets
Mountain View Lease, LLC apart from other auto sales and leasing services—being a
partner.
A news release will be sent to area newspapers and magazines announcing the launch
of Mountain View Lease, LLC. Frank Simons is a member of the local Pebbles Area
Chamber of Commerce. He will also make himself available for speaking engagements
at other community or civic organizations. Becoming a sponsor in a community event
(Festival of Summer, County Fair, Autumn Fest, various parades, bloodmobiles, etc.)
is a low-cost way of increasing awareness and building goodwill in the community.
As a means of building repeat business, customers should be encouraged and

rewarded for their repeat business. This can be accomplished by offering a discount
special price to past customers who returned. Advertising is utilized primarily to
attract and inform a new car buyer or business clients for the purpose of selling them
a luxury car. It also serves to build awareness and name recognition of the company
in general which is important for word-of-mouth referrals ("Oh yes, I've seen that
company's ads before."). General methods of marketing:
Greater Pebbles Shopper/Sunday Shopper - advertising in this Wednesday and

Sunday primarily classified newspaper reaches over 33,000 homes and businesses in
the county twice each week. A 12-week schedule in the beginning will be undertaken.
Mountain View Lease, LLC can use its business card as creative, and can be placed
under the "Services Offered" section of the display/classified ads.
Yellow Pages - Ameritech Pages Plus, Greater Greater Pebbles Telephone Directory.
Research indicated that new residents or people who don't have many personal
acquaintances to ask about auto sales and leasing services will look to the Yellow
Pages to establish a list of potential auto sales and leasing services to call. Even a
small 2" × 2" boxed ad can create awareness and attract the desired target client,
above and beyond the ability of a simple listing to do so. Ameritech Yellow Pages
covers the relevant market area, delivering over 30,000 copies to residents and
businesses. Midwest Directories covers Greater Pebbles, with a circulation of 90,000,
but is considered a second-tier directory to Ameritech.
Web Page - Opportunities exist for a business to establish themselves among the fast
growing Internet information system. Internet advertising will reach area residents as
well as seasonal/tourists for their permanent homes.
Cable TV - local cable outlet commercials to air.
All advertising will be demographically analyzed to maximize exposure effect and

response.
Example Promotion Budget - 1999
Company brochure (2-color, 1,000 quantity, high quality

$650.00
paper)
Lists (businesses, upper-income residents) $450.00
Postage (mailing 300 pieces) $400.00
Telephone follow-up ($0.50/call × 100 calls) $50.00
Public relations activities and sponsorships $500.00
Cable TV program (30 second spots) $4,900.00
Newspaper advertising (Shopper) $7,500.00
Yellow Pages advertising $3,650.00
Miscellaneous flyers $700.00
Web Page Maintenance $200.00
Total for 1999 $18,000.00

Objectives of the company:
The objective and goal of the company would be as followings

 To give the superior quality products and services with affordable price.
 To achieve 1,000 unit sales of automobiles in year one
 To increase number of dealership outlets in future.
 To convert traditional new automobile buyers into conscientious consumers
who are aware of external as well as internal costs associated with automobile
transportation.
 To get the highest selling of cars with the trust of customers. And attract
younger generation people who are quality conscious
Sales forecast:
The sales forecast of the Rajveer Automobile would be as followings;
Sales Forecast( in units)
Sales Year 1 Year 2 Year 3
SUVs
80 110 150
Small cars
210 250 300
Sedan cars
150 200 270
Luxury Cars
50 70 120
Total Sales
490 630
Marketing Strategies of Rajveer Automobiles:
Advertising is one of the most common ways to make car buyer or car enthusiast
aware of the new car with special price. The company will organizecampaigns, agent,
and road shows. The videos are expected to be launched onFacebook, YouTube, and
on the car company¶s website as well. Other importantmarketing strategies would be
the packaging, innovations, and quality control.Another more important way of
advertising is to create an image or brand image bygiving continuous advertise on
print media, television, internet, radio, yellow pages,mail marketing.
Promotion
Strategies of Rajveer Automobiles:
The Rajveer Automobile will launch the promotional offer like gifts andfestival offers,
discounting offers, participation in trade fairs and exhibitions,sponsorship, special
credit, extended services and warranty of the cars. Thecompany¶s representatives
handed out T-shirts and caps to the people etc.
Customer segment
The customers of the company would be divided into various segments as per the
types of cars. It is based on SUVs, Small cars, sedan cars and luxury cars.
SUV cars:
The customers of such would be younger generation within 20 to 35 year age peoples.
Small cars:
The customers of the small cars would be professional peoples and also middleclass
people who are price conscious.
Sedan cars
The customers of the sedan cars would be the people who are more spaceconscious
and often travelling long run.
Luxury cars:
The customers of the luxury cars would be the business class peoples andexecutives,
higher class people

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PROMOTION STRATEGY

As a means of building repeat business, customers should be encouraged and

Greater Pebbles Shopper/Sunday Shopper - advertising in this Wednesday and

Cable TV - local cable outlet commercials to air.

All advertising will be demographically analyzed to maximize exposure effect and

Example Promotion Budget - 1999

Company brochure (2-color, 1,000 quantity, high quality

Lists (businesses, upper-income residents) $450.00

Postage (mailing 300 pieces) $400.00

Telephone follow-up ($0.50/call × 100 calls) $50.00

Public relations activities and sponsorships $500.00

Cable TV program (30 second spots) $4,900.00

Newspaper advertising (Shopper) $7,500.00

Yellow Pages advertising $3,650.00

Miscellaneous flyers $700.00

Web Page Maintenance $200.00

Total for 1999 $18,000.00

The objective and goal of the company would be as followings

The sales forecast of the Rajveer Automobile would be as followings;

Sales Forecast( in units)

Sales Year 1 Year 2 Year 3

210 250 300

150 200 270

Marketing Strategies of Rajveer Automobiles:

Strategies of Rajveer Automobiles:

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