Context Analysis and IMC Recommendation Assignment

Context Analysis and IMC Recommendation - Assignment Example Mainly Integrated Marketing Communication (IMC) technique will be used to serve the purpose. Different techniques of marketing communication can be used by VOLVO, but selecting a communication strategy which has right blend of clarity, large communication impact and consistency can be a challenging task. The next half of the project will discuss about the features of the product. VOLVO MOVE is a seven-sitter MPV which has already won NCAP (New Car Assessment Programme) status according to European safety standard. Fuel consumption rate is very low for this car and applications like satellite navigation and park assist facilities are also offered along with their standard model. Moreover, the product is also priced at an affordable rate of ?24, 995. VOLVO has also successfully positioned itself as a car that offers safety and durability to the customers. SWOT analysis for VOLVO MOVE Strength VOLVO is perceived as a reliable and durable brand that manufactures durable cars. The company gives high value for safety and. Likewise in the process of manufacturing MOVE; the company has implemented all such measures. VOLVO has already created a group of customers who strive for safety and in the same way their new product can target the families and elderly people. Weakness Factor like traditional design can create a negative image in the mind young people and unknowingly VOLVO is de-marketing their product for their target young customer (D'Amico, â€Å"Demarketing e turismo sostenibile†). VOLVO lacks the technology to design stylish cars which is the reason why they cannot compete with the car brands like BMW, Cadillac and Lexus in terms of style quotient. Opportunity VOLVO MOVE can change its marketing strategy by using social media marketing to fulfil the primary intention of spreading their message for test driving. VOLVO MOVE can enhance technical features along with better design. VOLVO can use their previously satisfied customer groups to generate word of mouth promotion via online social interaction. Threat VOLVO is not a premium car brand and rather it competes with car brands like Infinity, Lexus and others. VOLVO MOVE has to change their marketing communication strategy constantly otherwise their competitor can copy their move. VOLVO MOVE needs to improve their research and development program on a regular basis to match with customer’s requirement. There is a threat for the car brand in the form of its old fashioned design. However it needs to change with respect to time. Integrated Marketing Communication (IMC) IMC is a strategic marketing communication technique and it represents four types of marketing communication modes. 1. General Advertising-General Advertising creates awareness about the brand and provides information to customers about different aspects and applications of the product. 2. Direct Marketing- This is an approach to create relationship with customers and delivering information about products to the customers. Direct marketing also helps to close sales cycle in a structured manner. 3. Sales Promotion-It is not a long term process. Incentives are there for both consumers and traders. 4. Public Relation- Companies can go for organizing public