International Marketing Campaign for Ferrari 1964 GT Relaunch

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INTERNATIONAL MARKETING
CAMPAIGN

TABLE OF CONTENTS
Topic Introduction.......................................................................................................................................1
Overview of topic........................................................................................................................................2
Task..............................................................................................................................................................3
Campaign’s key message.........................................................................................................................3
Special features of the Ferrari 1964 GT..................................................................................................4
Unique selling point.................................................................................................................................6
Target audience........................................................................................................................................7
Media in use.............................................................................................................................................8
Special promotions..................................................................................................................................9
Conclusion.................................................................................................................................................10
References..................................................................................................................................................11

Topic Introduction
An advertising campaign is the advertisement messages series that communicates the sole idea and
theme that makes the integrated communication marketing. It can use diverse platform of media over the
specific time period and targeted audience identified. The campaigns are developed to meet the specific
objective. Such objectives generally involve establishing the brand or new product, increasing awareness
for the brand and aggrandizing the sales rates. For having the effective campaign it is important that the
organizations focus on the particular points such as campaign key messages, special features in new
products or services, unique selling point, target audience, media channel and promotions ways to make
the product launch successful.
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Overview of topic
International marketing campaign will focus on the Ferrari 1964 GT as it has the classic design and
Ferrari was popular in the period of 1960s and 70s. Ferrari is the Italian firm manufactures luxury sports
cars. The campaign will consider the re-launch of Ferrari 1964 GT by producing 10 cars as it is highly
premium brand and has limited edition only. The aim is to bring the international campaign with
advertising adapted to local market. Being the member of advertising team, I will prepare the advertising
campaign considering various questions in context with Ferrari 1964 GT re-launch.
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Task
Campaign’s key message
The campaign key message offers the most important information that the team wants the public to
know. Only one or two sentences shall describe the heart of subject. The campaign is about the re-
launch of the luxury car Ferrari 1964 GT to attract the customer’s coming even from the international
boundaries. As Ferrari was rated as the most significant brand through brand finance and the present car
listed was among the most expensive car in the history of Ferrari. Therefore, it has great potential to
again get the sell from only 10 cars of the same model. Due to this, campaign key message shall be
convincing to the premium audience to purchase the car. The key message is “Experience the history
again in fastest luxury car in the world”. Thus, it shows that the feel for the previous experience of
the prestigious car with speed and luxury.
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Special features of the Ferrari 1964 GT
As the campaign is related to the re-launch it is important that the team shall present the various features
in the details to make the sales possible of the 10 cars produced. The features supports in giving
information to the customers and accordingly customers will address their own needs with the features
the car is providing. However, the features shall be highly advanced as it is most expensive car that
meets the needs and royalty of the people’s purchasing it. Presently the car’s buyers are knowledgeable
and they have done lots of market research on the product they want to purchase.
The major features in Ferrari 1964 GT are rear mounted gearbox and separate rear suspension.
 The car comes with the standard alloys rims light that includes I and II series approx 450 cars
were manufactured by scaglietti. Few of these, are developed for racing purpose, came in
aluminium with suspension of racing and six weber carburettors and are called as 275 GTB/C.
 The design was also attractive as it was the first time use of collaborated gear box and
differential segment in transaxle assembly and the component of separate rear suspension.
 The car body featured the powerful curves with entire lines that has echoes of 250 GT with
huge or long section at forward and a cabin set at back falling at sharp in the Kamm tail
including circular combination turn light segments on the lightly recessed panel same of the
predecessor.
 The body of the car is mounted on 240 mm wheelbase chassis that had factory number reference
563 and then 563/66, all were given number in the add manner in chassis car sequence. The
wheels standard was alloy of two distinct patterns that are long nose cars with simple elegant
design and starburst design.
 It is the series of client competition that brings the advantage to the organization in the luxury
cars segment.
The above mentioned were the specific features related to design, chassis and engine and series of client
competition. The below are the common features that are necessarily to be inbuilt in the cars such as:-
 The safety feature like automatic emergency braking in which braking is done to prevent the
individual from collusion. The second comes is forward collusion warning that gives the driver
audible or visual warning that collusion can take place. The last is blind spot warning that are
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also gives notification to the driver that the vehicle is along with the car. Advanced safety
features like automatic high beans, rear cross traffic warning.
 The convenience features such as android auto and Apple CarPlay in which drivers did not have
to use the phone and interact through the screen inbuilt. The knob for climate systems and audio
it gives any changes in climate is seen.
 The additional features of convenience are 360 degree surround view camera systems, auto
dimming mirrors, fast charging through USB, keyless entry, multi-zone climate systems, heated
seats and steering wheel, head-up display and power driver’s seat with height adjustable lumbar,
wireless pad of charging and WiFi hotspot.
 It is important that the luxury cars should skip features of bigger wheels and low profile tires,
lane keeping assist, built in navigation device, rear entertainment units.
From the above it can be said that the Ferrari 1964 GT has all the features and it will be explained by the
marketing team in the most convenience way in the campaign to meet the purpose of the marketing
campaign. The mentioned features in the car will get the attention of the targeted audience by
interpreting clearly with the key message. Further, the features are such as advancement in engines and
chassis will be differentiating the product Ferrari 1964 GT from the other cars in the same segment of
luxury.
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Unique selling point
It is the point of factor where the product presented will differentiate from the competitors like lowest
cost with highest quality or first ever product of this kind. The USP can also be taken as the major
strengths which the Ferrari has and their competitors did not. It also states that such campaigns create
unique propositions for the customers that convince to switch for their brands. In the international
campaign as Ferrari 1964 GT falls in richer segment the low price is not suitable for having USP. The
only thing is that the mentioned product has unique characteristics that the competitor is not having.
The campaign will consider USP as detailing and lifestyle marketing. Thus, in campaign for USP the
premium brand reflection shall be shown as the customer’s have no novelty and it will be the USP for
the luxury brand. As the car has the highest auction price that itself shows the USP of the car in 1960s to
1970s.
The team shall persuade the target audience through interesting USP. Its additional USP that can be
shown in campaign are ownership of brand like the purchaser has paid extra to get this enjoyment,
features not offered in other cars like Ferrari tends to be more powerful and expensive than any other
brand in the world that is also USP of the car. The last one comes is high build quality, finish and fit as
it is obvious in the luxurious brand. It main USP is a car which is equipped with technology created
using formula expertise. However, it can be said that in the campaign the USP which is being
highlighted should be such that it didn’t resembles to be fake in the eyes of the targeted audience.
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Target audience
A target audience is the intended audience or specific groups of customer’s within predetermined market
of target, recognized as the recipients for specific message or advertisement. It is important to determine
the correct target audience by examining own product like Ferrari 1964 GT. However, for having
successful appeal for audience targeting needs a detail plan for media that involves various factors in
respect of meeting the useful campaign. The application of media will be done in the next part which
differentiates the target markets with target audience. In the present campaign the target audience for the
re-launch of Ferrari 1964 GT will be the high income audience with having the sense of style and
fun. The reason for selecting the income segment is because it is quite expensive that can afford only by
the people who are considered as the affluent cars collectors. Luxurious brand will obviously have
high premium price and therefore the campaign will attract only rich customers like big businessman,
political parties or any known personalities.
But before targeting, the use of media shall be done to identify the target audience. The reason is wrong
targeting can result into failure of the campaign along with meeting of its aims as well. The high income
people or the cars collectors shall be impressed with the presentation of the car re-launch and it will be
possible through offering them necessary key message, features and USP of the Ferrari 1964 GT. The
other thing the success of year 1964 shall be explained to the present target audience through use of
strong media tool in campaign.
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Media in use
In the campaign the use of advertisement and other media is appropriate for getting the success of the
campaign. An advertisement is the communication medium for marketing that employs an open
sponsored, non personal message for promotion or selling the product or idea. The advertisement
sponsors are generally the businesses who want to promote the products. For promoting the campaign
the advertisement will be done on the product. It is important to prepare the advertisement campaign on
Ferrari 1964 GT cars to be shown to the management so that next steps can be taken on this concern. An
advertisement can be done through newspapers, magazines, radio, television, directories, online, direct
mail, leaflets or catalogues. This campaign is also supportive in generating the sales quicker and creation
of loyal customer base can be done through it. It is significant that the advertisement is for the campaign
to be developed in context with the product re-launch.
The advertisement will include the information that when the campaign will takes place, what it will
show, what will be targeted audience, what will be USP and give some features about the cars. Through
the advertisement the audience can remember the campaign for the long run and brings the attention of
the audience. The advertising team need has to make many efforts to promote the re-launch of car as the
organization is well established and highly brand recognised. Therefore, the organization themselves
believes that they did not any advertisement for its products. But for promoting the campaign the
advertisement will be prepared so that maximum gathering of the targeted audience can be achieved.
The use of other media can also be done for campaign promotion like social media, online platform in
which the pictures of the car can be used for making successful campaign. The reason for adoption of
this platform is that it is very attractive which shows the slogans. Further, the use of this channel is
highly adopted by the large number of audience which will get the positive response on the success of
the campaign. Advertising campaign now is mostly done through online platform only using necessary
graphics, alluring images, colourful texts and attractive slogans. It is also important that the audience
should aware about the purpose of the advertisement therefore the advertisement should clearly specify
the aim.
Hence, the media in use the strong tool for communication to the audience for the specific purpose and
to achieve the success to the advertising team.
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Special promotions
At the beginning of the campaign various promotions has to be done for the re-launch of the Ferrari
1964 GT car at the international scale. Special promotions can be termed as sales promotions, personal
selling, advertising and publicity. As the advertisement will already be done by the marketing team, the
other method shall be taken to promote the re-launch campaign. The sales promotion is the special
promotion is to be done for the sale of fresh 10 new Ferrari 1964 GT cars. Sales promotions targeted by
customers are referred as consumer sales promotions. It includes several activities of the communication
that the team has to perform to offer value added to the customers targeted to result into quick sales after
the campaign over.
Sales promotions is also executed to influence the new customers but in the targeted audience only,
holding along with the present customers for countering the competition and taking benefits of
opportunities that are addressed through market investigation. It includes the activities both internally
and externally to increase the sales of the Ferrari 1964 GT car. Outside sales promotions are already
done through advertisement but internal sales will be done through product and promotional display
text, window displays and promotional programs. The promotional programs shows the key messages
and features that the other cars are not offering to impress the customers and maintaining their status
symbol by having it. Although the organization has big brand and it did not require much advertisement
for its campaign launch even.
Further, start of campaign, the promotion through merchandising is also option. It adopts the
promotional strategy of brand values showing exclusivity, luxury, F1 experience and customizability.
The co-branding activities can also be shown at the start of campaign only with several brands like
Puma, Marcolin, Acer or Mattel. The special promotions other than sales promotion can be brand
promotion at the campaign which will easily shows the trust on the Ferrari 1964 GT product.
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Conclusion
From the whole study, it can be understood that marketing campaign had been prepared on covering the
important information about the product that needs to be re-introduced in the market. The objective of
the campaign is to be successive and attractive for the targeted audience. The study had given the key
message, special features, USP of the product, target audience, use of media and special promotions
techniques by highlighting the use of social media and other channels of communication in the start of
the campaign.
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