Contemporary Issues in Marketing: Aston Martin Vantage Car Campaign Plan

This report discusses the marketing campaign plan for Aston Martin's Vantage car model, including campaign objectives, measurement of success, application of AIDA model, and social media promotion. It also includes a reflection on the campaign and its effectiveness.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents

Contents
Campaign objectives..............................................................................................................3
Measurement of success.........................................................................................................3
Application of AIDA model...................................................................................................3
Campaign plan.......................................................................................................................3
Communication 1: Facebook.................................................................................................3
Communication 2: Instagram.................................................................................................3
Communication 3: Twitter.....................................................................................................3
Communication 4: YouTube..................................................................................................3
Communication 5: Website....................................................................................................3
Reflection on Campaign.........................................................................................................3
CONCLUSION..........................................................................................................................4

INTRODUCTION
Marketing management of a business entity is concerned with development of
sales and promotional activities (Andrlic, Serzhanov, and Hak, 2021). It is key role of
a business to focus on analyzing marketing operations in order to increase product
selling and attract all major customers. In order to increase overall development of a
business, it is important to develop professional marketing operations and
approaches. The project includes example of Aston Martin Company, which is one
of the most famous companies in automobile industry. The company
manufactures luxury, sports and grand cars. The headquarters of Aston Martin
are located in England, United Kingdom and it was founded in the year 1913. This
project will include promotional and communication plan of it car model Vantage.
This project will cover marketing campaign objectives and a brief reflection about the
whole campaign. The report will also include social media promotion in order to
reach customers all across United Kingdom along with application of AIDA model.

Campaign objectives
It is vital for the Aston Martin business enterprise to broaden centered marketing
campaign targets for you to broaden a hit marketing campaign. The key targets
associated with marketing campaign could be formulated with the aid of using
advertising control for you to obtain key desires and targets (Busca, and Bertrandias,
2020). The targets of advertising marketing campaign of Aston Martin are referred to
below:
 To develop sales statistics by 30% in United by the mid of year 2023
 To analyze market potential by taking into consideration feedback of
customers.
 To make Aston Vantage most popular car in marketplace of United Kingdom.
 To systematically increase chances of growth and expansion with support of
campaign.
Measurement of success
The fulfillment might be measured via way of means of the business
enterprise with a purpose to examine the outcomes of the campaign. In order to
obtain fulfillment in advertising and marketing plan, its miles primary function of
Aston Martin to develop focus on fulfillment with the underneath referred to points:
 The business will measure success by analyzing scope of its marketing
operations.
 Aston Martin will take into consideration feedback from major marketing
management employees to measure success.
 The brief evaluation of sales figures of a business will be performed by
business entity in order to gain competitive growth and consider success line.
 Aston Martin will take assistance of big data technology to measure success.

Application of AIDA model
In the functioning of a business, it is important to develop application of AIDA
model. The business should focus on analyzing key factors which are important for
its growth and development (Czinkota, and Shams, 2021). In order to lead the
marketplace in a set period of time and increase sales turnover, the support of AIDA
model is most precious. Application of AIDA model for Aston Martin Vantage Car is
mentioned below:
 Attention- The attention of customers is most important part in increasing
sales figures. Attention of customers is one of the very essential duties of
marketing management in order to develop focused approach. Attention of
customers can be developed by making product more attractive, discounts
and many more.
 Interest- In order to gain competency edge, it is important for the business
entity to take interest in major activities. The interest of customers should be
developed by marketing management of Aston Martin with the help of
research and development department. The interest of customers is essential
for business for successfully leading the competitors like BMW, Mercedes,
Land Rover and others.
 Desire- The desire and wants of customers should be identified by marketing
management in order to fulfill them (Falak, 2017). This will help the business
entity to easily seek attention of customers.
 Action- The actions are considered as key steps which should be taken by
Aston Martin Company to develop customer centric approach. The actions
should be focused and precise in order to develop stability in business
operations.

Campaign plan
The campaign plan is one of the most essential approaches which help a
business to formulate and frame successful campaign. Main motive of campaign
plan of Aston Martin is to communicate about its car model that is Vantage. The
campaign corporation will plan with the assist of superior authority so as to devise
strategically. The marketing campaign plan will assist the Aston Martin Company
entity to supply centered practices in growing the aggressive energy of commercial
enterprise. Campaign will be carried out in Westminster, London in order to seek
attention of large number of customers. The campaign plan will also include primary
focus on gaining competitive advantage by promoting Vantage car. This is one of the
most important responsibilities of marketing management in order to lead the
competition (Purwanti, Y., 2021). Company should develop planning and strategic
framework in order to lead the competition. It is essential for the business to also
plan for the campaign with major strategic choices.
Digital and social media marketing (In context of campaign)
In the generation of stiff opposition among many businesses it's far important
to undertake powerful methods to carry out advertising and marketing associated
operations and functions. The virtual advertising and marketing is a way of appearing
advertising and marketing associated operations with help of records and era so that
it will appeal to huge variety of customers. After the globalization, virtual advertising
and marketing has emerged as one of the principal strategies which assist in
improvement of enterprise sports in a unique manner.
In latest scenarios with increase in net and technology, social media
advertising has come to be maximum critical characteristic of advertising operations.
In advertising social media advertising is a critical fashion that's useful inside the
commercial enterprise improvement because it reaches out to numerous clients in a
brief duration of time(Ištvanić, Crnjac Milić, and Krpić, 2017). The social media
advertising is advanced with the assist of Face book, Instagram and Twitter which
can be useful in attaining out huge wide variety of clients via net websites. Social
media content material is beneficial in increasing exposure of a selected product on
the market in a unique manner. In the technology of stiff opposition many
international and countrywide businesses are taking assist of virtual advertising and
marketing and concerned in designing powerful social media content material a good
way to appeal to huge variety of customers

Communication 1: Facebook
Facebook is one of the most widely used social media website, which is used
all over the world. It is essential for the Aston Martin to perform advertisements and
publicity over internet in order to lead the competition. Facebook can be used by
Aston Martin to effectively circulate key information related to major customers. The
Aston Martin should also analyze key strengths of social media marketing and take
support of Facebook to support of major advertisements related functions. It is
crucial for the international and national companies to perform digital marketing
operations with application of social media marketing. The marketing operations of a
company should be supported by IT tools and techniques. Company can use
Facebook to circulate key information related to its products and services. Also it is
key role of a business to include primary focus on advertisements in crucial
Communication 2: Instagram
The Instagram is one of the maximum rising social media systems which is
chosen with the aid of using a enterprise so one can sell its key products. Aston
Martin is the usage of Instagram as the primary social media platform to broaden
effectiveness in key commercial primarily based totally promotions(Kannan, 2017).
The Instagram may be used to flow into foremost images of the goods of Aston
Martin on social media website.
Communication 3: Twitter
In order to sell the goods and services, it's far important for the business
enterprise to sell its merchandise on Twitter. As Twitter is utilized by expert users,
the commercials can be powerful in accomplishing big wide variety of customers.
The Twitter ought to be used as an powerful medium to flow into commercials and
policies.
Communication 4: YouTube
In order to sell the goods and services, it's far important for the business
enterprise to sell its merchandise on Twitter. As Twitter is utilized by expert users,
the commercials can be powerful in accomplishing big wide variety of customers
(Kaur, 2017). The Twitter ought to be used as a powerful medium to flow into
commercials and policies.

Communication 5: Website
In order to sell the goods and services, it's far important for the business
enterprise to sell its merchandise on Twitter. As Twitter is utilized by expert users,
the commercials can be powerful in accomplishing big wide variety of customers.
The Twitter ought to be used as a powerful medium to flow into commercials and
policies.
Reflection on Campaign
I consider that the campaign of Aston Martin includes development of
systematic operations in order to lead the competition. The campaign was well
planned and organized and all the key objectives framed by business were achieved.
In the development of a company, I focus on its set targets and suggest that
appropriate planning is Key to success. I also have knowledge that target customers
of a business are most important and the ethical duty of marketing management is to
consider every factor to satisfy them. I understand that campaign objectives and key
considerations related to customer services should be identified in campaigning to
serve major customers in a focused manner(Parsons, Maclaran, and Chatzidakis,
2017).
I also know that campaign plan is one of the most precise approaches which
help a business to develop key operations with more stability. I will now analyze key
factors related to internal and external environment of business to facilitate
development of focused operations. In my views, it is important for a company to
analyze growth opportunities in order to gain marketplace success. I will now
develop professional career in marketing and lead the competition with the
application of marketing theories and models. I will also increase chances of my
career development by learning key concepts of marketing. I will also apply them in
practical situation to get the best output. The marketing campaign of Marks and
Spencer went properly because it acquired wonderful remarks from numerous
customers. The marketing campaign additionally went properly because the reaction
from audience becomes very wonderful in nature (Hanlon, 2021). I recollect that its
miles important function of a enterprise to broaden key gain in marketing campaign
via way of means of the utility of facts and technology. I realize that the virtual era
helped in assisting the marketing campaign in a scientific manner. I additionally

realize that on the way to boom the aggressive approach, it's miles vital for an
enterprise to take help of strategic choices.

CONCLUSION
From the above analysis it can be concluded that marketing is the backbone
of a business entity which helps in supporting business development. The project
also concludes that it is key role of a business to support marketing department in
order to support business functioning and its profitability. The analysis concludes that
marketing campaign is one of the finest ways of increasing chances of product
promotion. The report concludes that application of social media marketing and AIDA
model are two important models which can lead to facilitate business development.

REFERENCES
Books and Journals
Andrlic, B., Serzhanov, V. and Hak, M., 2021. STRATEGY OF PUBLIC RELATIONS AS A PART OF
CONTEMPORARY MARKETING. EMPLOYMENT, EDUCATION AND ENTREPRENEURSHIP,
p.102.
Busca, L. and Bertrandias, L., 2020. A framework for digital marketing research: investigating
the four cultural eras of digital marketing. Journal of Interactive Marketing, 49, pp.1-19.
Czinkota, M.R.,. and Shams, S.R., 2021. Marketing Management: Past, Present and Future.
Springer Nature.
Falak, M., 2017. The Role of Social Media in Contemporary Marketing" Analytical
Approach". Revue Académique des Études Sociales et Humaines, (18), p.16.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Ištvanić, M., Crnjac Milić, D. and Krpić, Z., 2017. Digital marketing in the business
environment. International journal of electrical and computer engineering systems, 8(2.),
pp.67-75.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International journal of research in marketing, 34(1), pp.22-45.
Kaur, G., 2017. The importance of digital marketing in the tourism industry. International
Journal of Research-Granthaalayah, 5(6), pp.72-77.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Purwanti, Y., 2021. The Influence Of Digital Marketing & Innovasion On The School
Performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7),
pp.118-127.