Marketing Plan for a Automotive business.

1. Your Company Name Marketing Plan
R & B Motors
Marketing Plan
123 Glenwood Rds
Decatur, Ga 30083
Phone: 123-456-7890
Fax: 123-456-7890
Email:www.r&bmotors.com
Web Site:www.r&bmotors.com
Student Name: Robert Strickland and Brandon Zachery
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2. Your Company Name Marketing Plan
Table of Contents
EXECUTIVE SUMMARY...........................................................................................................................................3
MARKETING OBJECTIVES ................................................................................................................................................3
PRODUCTS OR SERVICES..................................................................................................................................................3
PROJECTED OUTCOMES....................................................................................................................................................4
SITUATION ANALYSIS.............................................................................................................................................4
COMPANY ANALYSIS/INTERNAL ANALYSIS.........................................................................................................................4
TECHNOLOGICAL COMPETENCY/EXPERTISE.........................................................................................................................4
MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS.................................................................................................................4
PRODUCT/SERVICE ANALYSIS...........................................................................................................................................5
MARKET SEGMENTS........................................................................................................................................................5
MAJOR COMPETITORS/PARTICIPANTS.................................................................................................................................5
PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES................................................................................................6
EXTERNAL ANALYSIS.............................................................................................................................................6
CURRENT OPPORTUNITIES................................................................................................................................................6
POTENTIAL FUTURE OPPORTUNITIES..................................................................................................................................7
ENVIRONMENTAL THREATS...............................................................................................................................................7
COMPETITIVE THREATS....................................................................................................................................................7
TECHNOLOGICAL THREATS...............................................................................................................................................7
MARKETING RESEARCH .......................................................................................................................................8
PRIMARY RESEARCH.......................................................................................................................................................8
SECONDARY RESEARCH...................................................................................................................................................8
CONSUMER ANALYSIS.....................................................................................................................................................8
CUSTOMER PROFILE........................................................................................................................................................9
CONTINUOUS CONSUMER MONITORING & RESEARCH..........................................................................................................9
TARGET MARKET(S) AND PROFILE(S)...............................................................................................................9
MARKETING AND PROMOTION/ADVERTISING OBJECTIVES...................................................................9
MARKETING OBJECTIVES.................................................................................................................................................9
PROMOTION/ADVERTISING OBJECTIVES..............................................................................................................................9
BRANDING CONCEPTS/OBJECTIVES..................................................................................................................9
CREATING A BRAND IMAGE............................................................................................................................................10
PRODUCT, PRICE AND DISTRIBUTION STRATEGIES .................................................................................10
PRODUCT DESCRIPTIONS AND PRODUCT/SERVICE MIX STRATEGIES......................................................................................10
PRICING STRATEGIES.....................................................................................................................................................10
DISTRIBUTION STRATEGIES.............................................................................................................................................10
SALES PROJECTIONS.............................................................................................................................................11
MARKETING BUDGETS.........................................................................................................................................11
BUDGETING LIMITATIONS AND ASSUMPTIONS....................................................................................................................11
RETURN GOALS............................................................................................................................................................11
OBJECTIVE AND TASKS .................................................................................................................................................11
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E-COMMERCE/INTERNET MARKETING STRATEGY (OPTIONAL).........................................................12
E-COMMERCE INFRASTRUCTURE......................................................................................................................................12
E-COMMERCE OBJECTIVES.............................................................................................................................................12
WEBSITE CONTENT.......................................................................................................................................................13
ADVERTISING .........................................................................................................................................................13
ADVERTISING STRATEGY ...............................................................................................................................................13
ADVERTISING EXECUTION..............................................................................................................................................14
SALES PROMOTION...............................................................................................................................................14
INTERNET SALES PROMOTION STRATEGY (OPTIONAL)........................................................................................................14
TRADITIONAL MEDIA STRATEGY.....................................................................................................................................15
CHANNEL STRATEGIES: PUSH AND PULL..........................................................................................................................15
PUBLIC RELATIONS ..............................................................................................................................................15
INTERNET PUBLIC RELATIONS STRATEGIES.......................................................................................................................15
TRADITIONAL MEDIA PUBLIC RELATIONS STRATEGIES.......................................................................................................15
IMPLEMENTATION AND CONTROL..................................................................................................................15
APPENDIX..................................................................................................................................................................16
Executive Summary
− R and B Motors is a new and up-coming dealership that specializes in selling affordable used
cars. R and B Motors currently have one dealership located on Glenwood Rd. in Decatur,
Georgia. R and B Motors sells slightly used vehicles with low miles and still under factory
warranty. R and B Motors wants to sell quality vehicles to people that cannot afford those
huge down payments and whom need that low monthly car note. We take pride in our
customer service. R and B Motors has some of the most qualified and trained employees to
assistant our customers. We offer a 24-hour customers service hotline, were our customers
can call in and receive information or need help.
Marketing Objectives
− R and B Motors mission is to seek the attention of college students and the average working
class, with not so perfect credit. R and B Motors makes buying a vehicle fit into anyone’s
budget. With perfect credit or not, R and B Motors will work and do whatever it takes to get
that customer into that particular vehicle of choice.
− We plan to reach our target market through running weekly ads in the newspaper, posting
and handing out business flyers throughout the surrounding neighborhoods and constantly
running weekly sales on our vehicles.
Products or Services
− R and B Motors sells affordable quality pre-owned vehicles with low mileage. R and B
Motors main goal is to reach the people that do not have outstanding credit and those people
that do not have those huge down payments, which regular dealerships ask for.
− R and B Motors is need in the marketplace here in Georgia. Since Georgia’s transit system
has not adapted to the growing numbers of people moving here. It is necessary for people to
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have their own personal vehicle to move as they please. Therefore, R and B Motors are here
to make it possible for everyone to a vehicle.
Projected Outcomes
− R and B Motors expect to have 1 million in sales during its first year of operation. During
the second year, R and B Motors will see profits of 75% of the first year sales. The head
executives in charge are quite confident that all sales will be reached.
Situation Analysis
− R and B Motors is a used car dealership that operates in the Atlanta’s Metro area. This
dealership has the potential to be acceptable by the younger market. R and B Motors offer
the most affordable prices on used vehicles.
− In today’s market, there is a need for dependable and affordable vehicles. This is important
because of all the drastic changes in the economy due to the unstable gas prices.
− Our dealership has excellent customer service and highly skilled staff members to assist
customers so they can purchase the proper vehicle for their needs. R and B Motors have a
24-hour hotline with a trained staff to help with any situation a customer might have.
Company Analysis/Internal Analysis
− R and B Motors specialize in having up to date vehicles, with low mileage and factory
warranties that are still available. Here at R and B Motors, we pride our self on our excellent
customer services and having quality affordable vehicles, less than the market value. Our
major advantage over our competitors is that we work with our customers regardless of their
credit situation. We take pride in offering the best customer service to our customers. We
believe any credit situation can be worked out and we can put any person in that vehicle of
their choice.
− A possible weakness that lies within our company is the concerns of our not so credit worthy
customers, paying their bills in a timely fashion. The new dealerships are coming out with
new affordable vehicles in today’s economy. Another weakness is our company has a
limited selection of vehicles to choose from.
Technological Competency/Expertise
− R and B motors currently have a company website (www.r&bmotors.com). This website can
be used by our potential customers, were they can look at our current inventory of vehicles.
Recently our company just added a feature of online bill paying and a 24-hour customer
service hot line. R and B Motors are in the process of adding a new feature to our system to
handle all our current customers to report their payments to the credit bureau. Our customers
can go on our website and track their payment history and future payments.
Macro-level Market (Industry) Analysis
− In today’s market, the U.S. remains the most motorized county in the world. It has been
estimated that 120 million used vehicles are sold per year. There is a major increase in the
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selling of used vehicles therefore wholesalers are decreasing their prices on most of their
vehicles.
− Recent studies have shown that there is a slight decline in new vehicle sales. Since there is
such a competitive marketplace, experts have noticed a constant steady price on new vehicles
for three years now. Therefore, used vehicle prices vary from year to year because of the
concept of supply and demand.
− Studies have shown that the average automotive Internet user visits seven websites while
shopping for a new vehicle and starts the online shopping process two months before they
purchase. Sixty percent of new-vehicle buyers who use the Internet while shopping, 88
percent visit automotive websites before arriving at a dealership before a test drive.
However, the study indicates that while new vehicle buyer now research online, that most
continue to but offline.
Product/Service Analysis
− Here at R and B Motors we specialize in selling low mileage vehicles at an affordable price.
We sell all types of vehicles ranging from Fords, Lincolns, Oldsmobile, Cadillac, Chevrolet,
Honda, Toyota, and Dodge. The vehicles we sell here at R and B Motors has the same
quality and have the same warranties offered at your other major car lots. As an extra bonus,
we offer our special warranty on our vehicles after the factory warranty on a particular
vehicle runs out. We offer this special warranty for as little as ten dollars a month.
− However, the main difference between our competitors and us is our no hassle credit checks,
low down payments, and our excellent prices on our vehicles that we offer. We now offer an
on-line bill paying system for all our customers. Our customers can now go onto our website
and view our selection of vehicles before they come to our lot.
Market Segments
− R and B Motors target market ranges from male and females, ages 17 and up. We are
pursuing the average college student to the hard working low and middle class income
workers.
Major Competitors/Participants
− R and B Motors are competing with new and used car dealerships. When it comes to new car
dealerships R and B Motors does not compare in size. R and B Motors currently have about
twenty cars on the lot. There are approximately 10-car dealership within a 20-mile radius of
R and B Motors.
− Compared to our competitors R and B Motors, offers the same quality vehicles at a fair
market price. We have the lowest down payments and the lowest monthly car notes
available.
− New car dealerships tend to have a more selection of vehicles. Vehicles with different colors
and different options. At some dealerships, you can customize your vehicle to your standard
before driving off the lot.
− R and B Motors at this time do not anticipate the emergence of new competitors. Even
though, used vehicles are in high demand right now. We do not predict any new used car
dealerships to open up in the near future.
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R and B Motors Jordan Autos CarMax Auto Nation
Core Strength Customer satisfaction variety variety variety
Secondary Low mile vehicles Select warranties Select
Strength warranties warranties
Next Strength Factory warranties Locations Locations Locations
Biggest Large selection of Customer Customer Customer
Weakness vehicles satisfaction satisfaction satisfaction
Core Competency Comparison
Projected Market Growth/Market Share Objectives
− R and B Motors seek to reach its one million dollar in sales during our first year of operation
and plan to grow tremendously afterwards. R and B Motors plan to reach our goals by
implementing an aggressive marketing campaign. This includes placing ads in the
newspaper, placing business flyers on mailboxes throughout the surrounding neighborhoods
and running weekly sales on our vehicles. By running these weekly sales we plan on
increasing our potential customers.
External Analysis
− The market of selling used vehicles has developed and increased over the past decade. Our
opportunities exist in the market because of the wholesalers selling their vehicles, lesser than
average market price. People are now in the trend of buying used vehicles via of the Internet.
− Our threats consist of the new dealerships coming out with new innovations on their vehicles
that might increase the sell brand new vehicles.
Current Opportunities
− The market of selling use vehicles has grown over the past decade. The main contributor to
this is the steady decrease of the prices that wholesalers now offer their vehicles for.
Wholesalers now understand there is a surplus of used car dealers wanting to purchase
vehicles. So therefore wholesalers are dropping the market price of vehicles, so more dealers
will buy. In return, dealers are offering their vehicles on their lot for lower prices.
− R and B Motors are facing slight competition online. Websites like, www.autotrader.com
and www.ajccars.com sell used vehicles. R and B Motors have established our own website
www.r&bmotors.com. This website can be accessed by our customers and potential
customers. On this website, customer can view or current inventory and receive information
about our company and policies.
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Potential Future Opportunities
− The market of selling vehicles will never decrease because everyone needs a vehicle. The
way Georgia’s transit system is set up, a vehicle is necessary.
− With the growth of our company, R and B Motors will eventually be able to compete with
the major dealerships
Environmental Threats
− There are some possible threats related to the concerns of gas. In relation to the steady
increase of prices of gasoline and environmental hazardous related to it. With all the
concerns of the negative effects of pollution and smog in the Atlanta area, this might hamper
our efforts. With these growing concerns, people might find other means of transportation
besides a vehicle.
Competitive Threats
− Since the market of selling used vehicles has increased, there are many competitors in the
marketplace. R and B Motors believe that new car dealerships and used dealerships both
raise the same concern.
− New dealerships raise a concern because of all the new technology coming on the new
vehicles. People might be acceptable to these new innovations and want these new vehicles.
If there is a huge surplus with the consumers wanting new vehicles, this might decrease the
sales of used vehicles.
− Used dealerships are competing because there are getting the used vehicles for the
wholesalers at the same market price as R and B Motors. Since all the dealers are getting the
same deals, any one used dealership can dominate the market. Some of our competitors have
an up to date information system to handle all their customers.
Technological Threats
− As technology changes in the future, there will be greater opportunities for new dealerships
to control the market. R and B Motors currently have an online bill payment system and a
24-hour customer service hotline for our customers.
− R and B Motors are currently working on a computer system that can service a large numbers
of customers. This will require a computer system will need multiple software because of all
the operating systems that are customers are using.
− Technology in the new vehicles might affect our marketing efforts. Our marketing efforts
will consist of how we offer the quality vehicles that consumer want. If consumer’s start
wanting these vehicles equipped with the innovations our vehicles do not have, a problem
might arise.
Strengths Weaknesses
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8. Your Company Name Marketing Plan
− Quality − Selection
− Low down payment − Concerns of payments on time
− Low montly car note − Technology
− On-line bill payment
− Factory warranty
− 24 hour customer service line
− No hassle credit checks
Opportunities Threats
- No clear market leader − Changing technology
- Technology advancements − Competitors
SWOT Analysis Matrix
Marketing Research
− R and B Motors have been doing marketing research for two years now, mainly on the
surrounding competition.
− Our main goal at R and B Motors is to match and surpass the quality and customer service of
our competitors in the marketplace. The potential market for selling used vehicles has risen
over the past decade.
Primary Research
− R and B Motors have being doing research in this particular area for months. We have done
research on customers who was not satisfied with their cars and customers that valued great
customer service. Surveying the community in the Atlanta Journal Constitution helps R and
B motors developed what the market of used car dealerships were doing. We will also go and
ask college students to participant in surveys that would make them more vulnerable in the
market.
Secondary Research
− In addition, we will be doing Internet surveys to the outstanding colleges in Georgia. We
also go to auctions and receive information on what types of vehicles that the consumers are
purchasing. With this information, we would proceed to purchase the cars that are wanted
for at local auctions and have a selection of those vehicles.
Consumer Analysis
− Our potential customers are male and females, age ranging from seventeen and up. These
customers are driven by great prices and quality used vehicles. Our customers are everyday
blue-collar workers or hard working college students. Both groups need that certain
dependable vehicle to handle their daily business. Our customers are looking that great deal.
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− With those constant great deals and our high quality customer service are customers will
come back, time after time.
Customer Profile
− Our customers are male and female, starting at the age of seventeen and up, from low income
up to the middle-income families. Our customers will either have no credit established or
have some type of credit issue. Our customers take pride in customer service. Our
customers will stay loyal as long as they feel like they are being taken care of.
Continuous Consumer Monitoring & Research
− At R and B Motors we set up a system on our hotline and website were our customers can go
and leave complaints. We also mail out surveys for our customers to fill out and mail back
in. Through these tactics, R and B Motors will be able to determine our shortcomings and
correct what needs to be corrected. In addition, at our location we set up a table and
comment box where customers can come and fill out a card.
Target Market(s) and Profile(s)
− Our target market consists of: male and female, college students, middle and low-income
families and the average everyday blue-collar worker.
− Most of our customers will be local opposed to global customers. Our customers will mostly
live around the Atlanta metropolitan area and nearby surrounding counties.
Marketing and Promotion/Advertising Objectives
− Our marketing objective is to become premier automotive dealership in the industry. We at
R and B Motor realize the difficult task ahead of us but we are still confident that we will
eventually lead the market of selling used vehicles.
Marketing Objectives
− Our marketing objective is to accomplish at 3% of the market during our first year of
operation. We intend to achieve this 3% by having an aggressive marketing campaign.
Promotion/Advertising Objectives
− Our promotional and advertising campaign is to try to incorporate younger people into our
selling market. We intent to promote the dealership by newspaper flyers, and commercials.
We are intended to project R and B Motors into a household brand.
− Our success is valuable to us this will be demonstrated by reminding our customers when
they should get there car services and the standings on their payments.
− We will put more effort in to providing information to college students into purchase their
first car.
Branding Concepts/Objectives
− R and B Motors plan to create a positive brand image for our company. We plan to sell
quality vehicles to our customers. Buy selling quality vehicles to our customers and treating
them with great customer service will make them comeback time after time. Here at R and B
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Motors we establish relationships with all our customers and maintain a positive image in the
community.
Creating a Brand Image
− R and B Motors want to build a positive image with our customers and throughout the
community. R and B Motors will maintain a relationship with our customers even after they
purchase one of our vehicles.
− Our vehicles at our dealerships differentiate from other dealerships because we offer quality
vehicles with low miles at affordable prices. Most of our competition do not offer factory
and dealership warranties on their vehicles, like R and B Motors does.
Product, Price and Distribution Strategies
− R and B Motors sell our vehicles at reasonable prices to the public. We specializing in
selling quality vehicles with warranties still available. Beyond the factory warranty that
already comes with our vehicles, R and B Motors offers our own extra special warranty for
our valued customers.
− We currently have a company website where our customers can go on a view our select
inventory. On this website customers can view our prices, receive information on certain
vehicles, receive different information about our company and policies and ask any question
on our 24-hour hotline thru the web.
Product Descriptions and Product/Service Mix Strategies
− R and B Motors offer a selection of used quality vehicles at reasonable prices. R and B
Motors vehicles have their factory warranty still available. As an extra incentive R and B
Motors offer our own special warranty for their vehicles at a low monthly cost. Our special
warranty covers any major or minor problem your vehicle might have. This includes brakes,
oil change, transmission work, engine work and tire repairs.
Pricing Strategies
− R and B Motors are able to offer our customers low prices on our vehicles. R and B Motors
receive our vehicles from major wholesalers located throughout the country. We are able to
purchase our vehicles from our wholesalers at reasonable prices because we buy in bulk.
Since, we are receiving such great deals from our wholesalers we are able to offer our
customers better prices on these quality vehicles.
Distribution Strategies
− R and B Motors have established a website where our customers can go on-line and view our
selection of vehicles. On our website, we run our weekly sales and various promotional ads.
Running our ads on our company website will help reduce our cost of running weekly ads in
the paper and reduce the cost of distributing flyers throughout the neighborhood.
− After we purchase our vehicles from the wholesalers, we have our vehicles transported to our
dealership. R and B Motors has a four car trailer available that we use to pick up and
transport our vehicles.
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− We also have a tracking system on our website that informs us what customer is looking at
what. For instance, if a customer is looking at a certain vehicle every time they get onto the
website. We will send that person some information about that vehicle and inform them of
any specials for that vehicle that are present or upcoming.
Sales Projections
− The United States remains the most motorized country in the world. Records indicate that
120 million used vehicles are sold per year in the United States and 88% of buyers look on
the Internet before coming to the dealership and purchasing a vehicle.
− R and B Motors has established a website where our potential customers can go view our
current selection of used vehicles before visiting our dealership. Today more and more
people are having home access to the Internet. As more homes throughout the country are
gaining Internet access, the market for selling vehicles will continue to grow.
Marketing Budgets
− R and B Motors will have a budget of $300,000 dedicated to our marketing campaign. We
are an active member with the Chamber of Commerce. Through the Chamber of Commerce,
we will receive a free grand opening and have our company published in the local
newspaper.
Budgeting Limitations and Assumptions
− R and B Motors have a budget of $30,000 to launch our aggressive marketing plan. R and B
Motors plan to build our customers anticipation for our major grand opening. R and B
Motors is an active member of the Chamber of Commerce. Through the Chamber of
Commerce, they will offer us a huge grand opening for our business and publish our
company in the local newspaper.
Return Goals
− R and B Motors predict sales of 1 million during its first year of operation. During the
second year of operation, we plan to have profit of 75% of our first year sales.
− We will be able to determine our financial results through offering discounts on monthly
payments if customers inform us on where they received our advertisement. We take this
information and structure our marketing campaign and make changes if needed.
− Sales will be measured quarterly and on a yearly basis.
Objective and Tasks
− Here at R and B Motors are main marketing objective is to get 3% of the market of selling
used vehicles. We believe this is possible through our aggressive marketing campaign. We
set up a website where our customers can view our inventory, we will pass out flyers in
surrounding neighborhoods on mailboxes, weekly radio broadcast and publish weekly ads in
the local newspaper.
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E-Commerce/Internet Marketing Strategy (Optional)
− R and B motors will have a website (www.r&bmotors.com). Our customers will be able to
view our vehicles and be able to contact us by setting appointments within our business
hours.
− The CEO’s have the credentials to operate the R and B motors website. By attending DeVry
University, we have the proper capabilities to stay current with the new computer age.
− R and B Motors have set up a computer system that updates current technological changes to
our database.
− On our website, customers can view inventory, pay their car note, leave company feedback,
schedule appointments with our representative, and view our company policies.
E-commerce Infrastructure
− R and B motors have a website (www.r&bmotors.com). Our company website is ran through
AOL. Our Customers will be able to view our vehicles and be able to contact us by setting
appointments within our business hours.
− CEO’s, Mr. Strickland and Mr. Zachery are highly skilled with the current hardware and
software programs. Both have taken numerous computer classes at the prestige University of
Devry.
E-commerce Objectives
− R and B Motors plan to use the Internet to help market our vehicles. The website will enable
our customers to browse through our lavish vehicles, and keep in current with their
automotive payments.
− R and B Motors have set up a pay pal system where our customers can go online and pay
their car note. We take all major credit cards such as Visa, Master Card and American
Express.
− We have a system set up where we can determine how many people visit our site on a daily
basis. We project 500 hits per day, 2500 per week, 100,000 per month, and 1.2 million per
year.
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1200000
1000000
DAILY
800000
WEEKLY
600000 MONTHLY
YEARLY
400000
200000
0
Website Content
− Our website will contain a list of our vehicles, and the prices in which we are selling our
vehicles. R & B Motors will have 100% customer service and satisfaction. With using, the
website customers will be able to reach us via email.
− The website will contain very detailed pictures of our vehicles, and their price ranges. The
DSL modem that runs our website will help us at R and B motors to respond to their request
quickly. Our e-mail response will give our valid customers answer to their question in
twenty-four hours.
Advertising
− R and B Motors wants to execute our marketing strategy through the Internet, running our
weekly ads in the newspaper, putting our business flyers throughout the surrounding
neighborhoods and running weekly radio advertisement. Through our relationship with the
Chamber of Commerce they will supply our company with a grand opening and publish an
article about our company in the local newspaper.
Advertising Strategy
− We will register our current website (www.r&bmotors.com) with over 300 search engines.
This will enable our customers to find our website easily. We will run our ads in the local
newspaper every week, pass out flyers through neighborhoods, and have weekly radio
broadcast. R and B Motors pay $12,500 a month for radio broadcast, $8,333 a month to run
weekly ads and $4,166 a month to make and distribute flyers.
− R and B Motors plan to run our radio advertisement on Hot 107.9, V-103 and 95.5 Beat. We
plan to run our weekly ads in the Atlanta Journal Constitution and the local Dekalb
neighborhood paper. The CEO’s of the company will be R and B Motors promotional street
team.
− Below is a chart that shows a breakdown in our spending.
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−
15,000
10,000
RADIO
5,000 NEWSPAPER
FLYERS
0 MAY
JAN.
MAR.
JULY
SEPT.
NOV.
Advertising Execution
− Robert Strickland and Brandon Zachery, owners of R and B Motors are in charge of the
marketing plan. We will handle all business in relation to marketing our company and the
strategies involved with it.
− R and B Motors has a website were our customers can go view our inventory. When our
customers enter our website they are asked to fill out a brief questionnaire. R and B Motors
also have set up a system where we can track exactly what customer are looking at and what
part of the website they visit the most. From these questionnaires and tracking on our
customers, we will be able to evaluate our customers. With these evaluations, we will be
able to establish an effective marketing campaign.
Sales Promotion
− R and B Motors use many different ways to reach our customers. We set up a company
website and run weekly sales through the local paper. R and B Motors use the Internet for
sales promotion and also use traditional sales promotion to reach potential customers. We
also have a business relationship with the local radio stations that run radio ads for our
company on a daily basis.
Internet Sales Promotion Strategy (Optional)
− R and B Motors uses our website to promote our company. On the website customers can
view our inventory and they are able to leave comments about our company.
− On the website if we notice that a particular customer is coming on our website and always
looking for Hondas. We will send that customer information on Hondas and also will notify
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them about any Hondas we have on the lot. We will also send them a notice of any sales on
Hondas that we have in the near future.
Traditional Media Strategy
− Here at R and B Motors we use traditional sales promotion efforts. R and B Motors printers
out our business flyers and pass them out through the surrounding neighborhoods around our
dealership. We offer optional surveys for our customers to fill out and they decide to fill it
out, we will send them coupons for their next payment.
− R and B Motors mail out a bill to our customers every month. We give the customers the
option to either pay their bill on-line or through the mail.
Channel Strategies: Push and Pull
− R and B Motors have a relationship with the Chamber of Commerce. Through this
relationship we receive exposure and publicity on a local level. The Chamber of Commerce
offers our company a free grand opening to business. They also offered our company a
section in the newspaper dedicated to spreading information and informing the public about
our company.
Public Relations
− R and B Motors send weekly ads through the Atlanta Journal Constitution and the local
Dekalb neighborhood paper. We also have a business relationship with the Chamber of
Commerce. Through the Chamber of Commerce, we receive free advertisement throughout
the community.
− We have set up a website for our customers to view. People can go on the website and view
our inventory and receive company information. Our customers can even go on the website
and pay their car note.
Internet Public Relations Strategies
− R and B Motors has a company website. On our website we have daily pop ups informing
people of our daily and weekly specials on our vehicles.
Traditional Media Public Relations Strategies
− R and B Motors have a business relationship with the Chamber of Commerce. Through the
Chamber of Commerce R and B Motors will be advertised. The Chamber of Commerce will
inform the public of our existence and publish our company’s bio in the newspaper. R and B
Motors, CEO’s have a business relationship with local radio stations such as, Hot 107.9,
V-103 and 95.5 Beat.
Implementation and Control
− We plan to measure advertising success through the number of customers that come to our
dealership and how many people visit our website on a weekly basis. In the lobby of our
office, we have a table set up with company questionnaires on it. Here customers can fill
these out and leave us feedback on our overall service and company standards.
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− R and B Motors will constantly monitor and make changes to our marketing campaign if
needed. Our marketing strategies can be modified or enhanced at even given moment, if
needed. As soon as the CEO’s of the company believe that our marketing strategies our
successful, we will stick with those standards and move on from there.
Appendix
− Surrounding competition. Different dealerships around the area and the strengths and
different weakness. Reference comes from visual and communication with those particular
companies.
R and B Motors Jordan Autos CarMax Auto Nation
Core Strength Customer satisfaction variety variety variety
Secondary Low mile vehicles Select warranties Select
Strength warranties warranties
Next Strength Factory warranties Locations Locations Locations
Biggest Large selection of Customer Customer Customer
Weakness vehicles satisfaction satisfaction satisfaction
− The different strengths and different weakness of R and B Motors.
Strengths Weaknesses
− Quality − Selection
− Low down payment − Concerns of payments on time
− Low montly car note − Technology
− On-line bill payment
− Factory warranty
− 24 hour customer service line
− No hassle credit checks
Opportunities Threats
- No clear market leader − Changing technology
- Technology advancements − Competitors
−
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17. Your Company Name Marketing Plan
−
1200000
1000000
DAILY
800000
WEEKLY
600000 MONTHLY
YEARLY
400000
200000
0
− Possible hits that our website will receive from the public.
15,000
10,000
RADIO
5,000 NEWSPAPER
FLYERS
0
MAY
MAR.
JAN.
JULY
SEPT.
NOV.
− Advertisement budget for the year. $300,000 has been allocated to run numerous radio ads,
weekly newspaper ads and different flyers to be distributed throughout the community.
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