Marketing Research Zest Sedan | Study
Added on 2020-04-01
12 Pages2836 Words71 Views
Running head: MARKETING RESEARCH Marketing ResearchName of the studentName of the UniversityAuthor Note
1MARKETING RESEARCHTable of ContentsIntroduction......................................................................................................................................2Discussion on the target market alternatives for the Zest sedan......................................................2Discussion on the alternative ways of defining the ‘population’ for a research study on the Zestsedan................................................................................................................................................4Alternative ways of defining the ‘Sampling Frame’ for the research on the Zest sedan.................5Alternative ways of defining the sampling approach for the research on the Zest sedan................6Reasons for the use of the earlier approaches for delivering an effective research outcome..........7Conclusion.......................................................................................................................................8Reference.......................................................................................................................................10
2MARKETING RESEARCHIntroduction Market research is considered being the process to do the assessment of the practicabilityof a new product or service via research conducted in a direct manner with the customer that willbe allowing an organization for discovering the target market as well as do the recording ofopinions as well as other input from the customers in regard to the product related interest. Abusiness is required engaging in different tasks for the completion of the process related tomarket research. There is the requirement for gathering information depending upon the marketsector that is being examined. The business is required analyzing as well as interpreting theresulting information for determining the existence of any patterns, which can be used by itregarding the process of making decisions. The Tata Zest is a compact sedan having five diesel and four petrol variants. The TataZest is following similar principles as that of the Bolt hatchback in respect of design as well asoverall appearance. The side profile is remaining the same up to the C-Pillar, however the boot ishaving a varied appearance. The competitors of Tata Zest are Honda Amaze, Maruti SuzukiSwift Dzire as well as the Hyundai Xcent. Discussion on the target market alternatives for the Zest sedan The new sedan that has been launched by Tata Motors is primarily targeting the youngworking professionals in urban areas. Because of the aggressive competitors in the currentmarket, Tata Zest has undertaken innovative strategies of marketing that is associated with brandpositioning strategy, promotional strategy, as well as advertising strategy (Krishna 2015).
3MARKETING RESEARCHBrand positioning is considered to be the most essential concept regarding the marketstrategy of a brand. Zest sedan followed a very efficient segmentation strategy for grabbing themarket segment comprising of middle class as well as upper middle-class business professionals.In regard to brand positioning, it can be stated that Tata Motors always provides a strongemphasis on market research and prior to the launching of the Tata Zest, they did an exhaustiveresearch in respect of the requirements of the customers. This is majorly done for understandingthe demography as well as psychology of the customers in respect of positioning the new brandof car (Winer 2014). Tata Motors also implemented certain innovative strategies of promotion sincepromotional campaigns have a tendency for having a significant impact on the way a newproduct will be received by the customers. Tata Motors should be launching attractivepromotional campaigns for attracting the middle class and upper middle-class businessprofessionals for its new car brand named Tata Zest (Palmatier 2017). Advertising is one aspect of building a brand. Whenever, Tata Motors does the launchingof a particular brand of car, it provided support to that brand with an advertisement campaign.The advertisement campaigns of Tata Zest will be including TVCs, Radio and Printadvertisements, Point-of-sale, mobile promotions, online marketing, as well as outdoorpromotions (Yoo 2013). The major focus of the advertising strategy for Tata Motors is to buildup its corporate image and do the promotion of its brand of cars. The campaigns regarding TataMotors provided an emphasis on the various aspects of its cars, which includes fuel efficiency,looks, space and so on (Koubaa 2014).
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