Principles and Practices of Marketing

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Vauxhall's promotional techniques..............................................................................................3
Task-2 ............................................................................................................................................9
AIDA theory of marketing...........................................................................................................9
Above and Below the line marketing ........................................................................................10
Push and pull strategy................................................................................................................10
The communication process......................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Principles of marketing acts as a guidance for the marketing manager to cope up with the
challenges and opportunities of the market. Also, ever-changing market of the modern time has
changed the practices within the marketing function of the organization. With these changes in
the market, the skills and knowledge requirements has changed (Muniesa, and Giménez, 2020).
The reason behind such changes in the marketing activities is the increasing competition in the
market and the company's strategic move towards satisfying needs and expectation of the
customers in the market. The present report is based on the discussion about various promotional
techniques adopted by Vauxhall Motors, a UK based car manufacturer headquartered in Luton,
United kingdom. This brand of car has gained much popularity in UK. It is a sister concern of
Opel brand. In the second task of this report, various marketing theories will be discussed which
aids company in maximizing their sales by adopting an appropriate positioning strategy, so that it
will force customers to buy company's product to avail particular benefits offered by the product
and services of the company.
MAIN BODY
Vauxhall's promotional techniques
Vauxhall has adopted 360 degree marketing strategy to market and promote its products in the
market. Here a mix of traditional and digital marketing tools are adopted by the company. This
strategy is helpful in reaching all the segment of customers in the market. Hence, a marketing
plan or campaign developed by following 360 degree marketing strategy include all mediums of
communication from customer facing touchpoints, promotion at external spaces, digital
platforms and through third parties (Thomas, 2020). The various promotional techniques
incorporated under marketing strategy of Vauxhall are as follows:
Customer facing touchpoints: It refers to the point of the company at which the marketer and
potential customers comes in contact with each other. Customer touchpoints are points at which
the marketer and customers get in face to face contact anytime from starting till finishing of the
marketing activity where the final product sold to the customers. Various categories comes under
this promotional technique are as follows:
Stores: In - store marketing and promotional strategy are proved to be a best technique from past
many decades. Under this technique, promotional activities are performed and the related content
is delivered to the potential customers in persuading them to make a purchase of the company's

product. This technique is helpful generating enough sales for the company's brand. In case of
Vauxhall, in order to increase their sales, they utilize various in-store promotions and by doing
so, they can get recognized as the best performing retailer among others.
Offices: Through offices and premises of companies many promotional activities can be
performed like sending mails, posting on company's websites regarding new products and new
and updates of the company.
Reception areas: It refers to providing customer with the catalogues indicating attractive and
influencing offers of the company and gathering their reviews regarding the previous or current
experience of the company's brand (Santosh, 2020).
In case of Vauxhall, It participates in various auto shows to offer and display offerings of unique
products and models of cars. Also, it has adopted techniques like press release to in introducing
their new launches of unique car models giving their brand a great exposure among the target
segment. Along with all these techniques, they sponsor various clubs and Soccer, a popular
sports in UK allow them to expose their brand among target audience.
In external spaces: It is also known as outdoor marketing, where a marketing campaigns and
programs are conducted outside the company's premises. It is a form of indirect communication
with the company's potential customers by the marketing manager of the company. But the
outcome and performance of external promotion is quite impossible to measure and many a
times proved to be inappropriate in case of products which require personal touch
(Khwaja,Mahmood,and Zaman, 2020). The most common types of external advertisements are as
follows:
Billboards advertisement: These are the giant posters created by marketing team of the
organization and displayed in the crowded and high traffic areas in order to reach wider
audiences. This technique of promoting company's brand, products and services are proved to be
much successful specially in case when company is going to launch some new product or
offering some special offers on their existing products. This technique is considered to be the
most popular and best choice among other tools of marketing. These billboards indicating
advertisements of the company's product are placed at highways, bridges, etc., There are many
types of billboards used by modern marketing managers are painted billboards, digital
billboards,mobile billboards and multi-purpose billboards (Muniesa, and Giménez, 2020).
There is a specimen of Vauxhall's billboards advertisement as follows: