Buyer Behaviour and Integrated Marketing Communication

BUYER BEHAVIOUR AND INTEGRATED MARKETING
COMMUNICATION

Table of Contents
1.0 Introduction..........................................................................................................................3
1.1 Background of the company.............................................................................................3
1.2 Background of the product...............................................................................................3
1.3 Market issues....................................................................................................................3
2.0 Analysis of buyer’s behavior................................................................................................4
2.1 Target market....................................................................................................................4
2.2 Target market profile........................................................................................................4
2.3 Degree of problem-solving (EPS): Depending factors.....................................................5
2.4 CDP Model.......................................................................................................................5
2.5 Different influences..........................................................................................................8
3. IMC strategy...........................................................................................................................8
3.1 Context analysis................................................................................................................8
3.2 Communication goals.....................................................................................................12
3.3 Positioning strategy........................................................................................................13
3.4 Creative strategy.............................................................................................................14
3.5 Marcom tools..................................................................................................................15
3.6 Media scheduling............................................................................................................18
3.7 Control and Assessment.................................................................................................18
4. Conclusion............................................................................................................................20
Reference list............................................................................................................................21

1.0 Introduction
1.1 Background of the company
1) Company name: Mini
This company has been launched in the year of 1959 by the British Motor Corporation
(BMC). in 2000, BMW has owned this company and re-launched line of Mini cars.
2) Nature of Industry: Automotive Industry
3) Industry size
In Singapore, people spent about 20% of their monthly salary on transport. Sales of vehicle
have been declined by about 12% in 2018 and it is expected that this sales rate can increase
by 20.1% at the end of 2019.
1.2 Background of the product
1) Product name: Mini One 5-door
2) Core characteristics and advantages of product
Mini One has been designed for people who can express their identity through their car.
Features of this model include hip design style, compact size, and ease of driving. This
customizable car is suitable for female professionals.
3) Sector of the product
Mini One belongs to the sector of continental cars
1.3 Market issues
1) Potential obstacle

Smaller market size, changing lifestyle of consumers and competitors are main issues for
penetrating the sector effectively.
2.0 Analysis of buyer’s behavior
2.1 Target market
1) Market segmentation
The market is segmented among young women whose age is between 18 to 35 years.
Monthly income of this segment is from $7000 to $10000. Moreover, this segment of
customer spends around 20% of their monthly income on transport.
2) Size of market segment and revenue potential
Number of potential customers is 80,500. In addition, the cost of one MINI one is $110,888.
Hence, potential revenue that can be earned from this segment of customers is $8,926,
484,000.
2.2 Target market profile
1) Demography: Women aged between 18 and 40 are included in the target market profile
whose earning is from $7000 to $10000. Customers who are single or newlywed and have a
small family are also included in the target market.
2) Geographic: the business districts of Singapore are the main target market. This includes
CBD and CBP areas, Tai Seng and lavender.
3) Psychological: The target audience likes to work hard and like to have career
achievement. Moreover, they want to have an individual and unique identity. In addition, the
target customers profile likes to give priority to quality of products. This segment of
customers generally likes to have a good self-image and want to use supreme products.

4) Behavioral: Customers generally shop cars on year-end or after promotion or achieving
bonus. Those customers are preferred who generally spends 20% of their monthly salary on
transportation. Generally, customers consider cars as a symbol of status and self-identity
(East, Singh, Wright, & Vanhuele, 2016).
2.3 Degree of problem-solving (EPS): Depending factors
Cost of car in Singapore is relatively high as compared to other Asian countries. Moreover,
government policies state lifespan of owned cars is only 10 years (Hall & Shaw, 2017).
Hence, EPS can take place because customers will do proper research and collect information
before making any purchase.
1) Monetary: Owning a car involves high cost and owners may take a bank loan for
purchasing a car. Hence, financial risk is associated with this decision.
2) Physical: Traffic accidents have increased in Singapore due to a large number of vehicles
(Lei & Moon, 2015). Hence, personal safety is a big issue that needs to be solved.
3) Functional: MINI is a small car that has limited use. Accommodation space is also low
and as compared to other cars in this class.
4) Social: Car is considered as a symbol of self-image and status for many people (Hanelt,
Piccinini, Gregory, Hildebrandt & Kolbe, 2015). However, the price of MINI one does not
depict luxury.
5) Psychological: Customers, who do not find any fun or comfort while driving these cars
can get influenced.
2.4 CDP Model
2.4.1 Problem recognition
1) Self-actualization

The Mini one car reflects the personality and taste of a woman. One can project a feel-good
factor and independence through this car model (Van Aken & Berends, 2018).
2) Aesthetic
Unique, stylish and hip design of car is fulfilling aesthetic needs of consumers. A cult-
following can be gathered with this iconic and classic car.
3) Cognitive
Consumers will be able to reduce their transportation cost by purchasing the Mini One car.
4) Esteem
Owning a continental car is a status symbol and it can fulfill esteem need of a working
woman (Tidd & Bessant, 2018).
5) Love
Mini One owner can get love and respect from the society for their decision of buying this
car.
6) Safety
Safe driving can be assured in Mini One with available safety measures.
7) Physiological
Physiological need of customers of being healthy can be ensured by smooth driving of Mini
One.
2.4.2 Searching information
1) Internal
Information regarding Mini One can be collected from experience of friends and families.
According to Naik, Mantrala & Sawyer (1998), Mini Roadshows are an internal source of
information.
2) External