Marketing Report: FIAT 500X Crossover YouTube Ad Campaign Analysis

This report analyzes FIAT's international marketing strategy for the 500X crossover, focusing on its YouTube advertising campaign. It examines the company's shift from traditional marketing to digital platforms, specifically the use of YouTube to drive audience engagement, brand awareness, and search volume. The report details the challenges in international marketing, including taxes, duties, policies, culture, and exchange rates. It also assesses the impact of changing global business on marketing practices, such as increased competition, technological advancements, and remote hiring. The report includes an analysis of FIAT's marketing plan, covering market analysis, target marketing profiles, marketing objectives, and financial planning. Furthermore, it breaks down the marketing mix (product, price, place, and promotion) and evaluates the effectiveness of the YouTube ad campaign. The report also provides recommendations for future marketing strategies based on the case study, highlighting the importance of adapting to market changes and leveraging digital platforms for global reach. The document is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

Running Head: INTERNATIONAL MARKETING MANAGEMENT 0
International Marketing Management
(Student Name)

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Table of Contents
Introduction......................................................................................................................................2
Issues in International Marketing....................................................................................................2
Impact of changing global business on the marketing management practices can be seen as
followed:-.........................................................................................................................................3
MARKETING PLAN MAKING:-..................................................................................................3
MARKETING MIX:-..................................................................................................................4
CONSUMER ANALYSIS...........................................................................................................6
Effective Marketing Strategies........................................................................................................7
Conclusion and Recommendations..................................................................................................8
References........................................................................................................................................9

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Introduction
FIAT being one of the oldest automobile Italian companies in the world used to have a
very vast market around the world being the leader in the automobile sector of the world and
then has seen the downfall from the greater heights to the real land. Here FIAT was moving in
the old Methodology of designing cars in the world which has lead it to be in the backbenchers in
the class of modern technology and innovations in the automobile sector (Kocic, Šapic & Golo,
2017). Now the company has taken a wider aspect of moving the old 500 CROSSOVER model
to convert it in the 500X CROSSOVER model in the new market. International trade has grown
hike from the to 33 times from year 1951 to 2010 which has improved the value of international
marketing in the now days business world it is smiley promoting your product worldwide in a
very concise and less costly way so that impact of the brand or say the product can go beyond the
expected levels over the ground and virtually also (Bozzolan, Cho & Michelon, 2015). It is
simply creating a mind set in the prospective, actual and in process consumer converting man
that the product is being launched and it has certain features which will be the difference maker
in the rest of the market. It’s a strategy for the organisation and firm to get the best reach in less
time and a wider way around the world with lesser investments (Enriques, 2017).
Issues in International Marketing
 TAXES AND DUTIES:- The taxes and duties imposed on imports are very high and
they are not constant in the region they vary from time, geography, political environment,
etc. At times the tariffs are being set down to kill the imports from the foreign land and
play a safe player in the globalisation policy. Uncertainty is being created with
fluctuations in tariff’s and duties.
 POLICIES OF ADMINISTRATION:- Policies of the local government or say the
bureaucrats is being in the nature of denial mode always that they don’t want to perform
trade practices in the country. Lengthy forms, formalities, complex ones add as the way
of creating a discomfort in the mind of importer weather to do business or not (Hult et al.,
2018).
 CULTURE AND CIVILIZATION:-The major problem com across the global traders is
that the cultural diversities are much more in the game to play. They face problem with

INTERNATIONAL MARKETING MANAGEMENT 3
the domestic people in regards to the needs, habits, preferences, languages, buying
power, wants a consumer, etc. which plays a hindrance part in the international marketing
of the product.
 EXCHNGE RATES:- It is the most common problem faced by the global traders that
the exchange rates varies from time to time, day to day if the product is being traded in
the following date and the date changes due to due formalities or any reason then the
trade rate is being revised accordingly to the current rate which may cause loss or profit
to the trader (Lichtenthal, Tzempelikos & Tellefsen, 2018).
Impact of changing global business on the marketing management practices can be seen as
followed:-
 COMPETITION: -The impact of competition has occurs as the major thing the no. of
global buyers and no. of purchaser has increased in the market so the competition has
evolved very furiously in the market. Buyer is aware of the product which stands in
market with your product so the quality, pricing, timing should be stated by you
otherwise your customer will flow out of you otherwise your customer will flow out of
our hand instantly. Like in our case if FIAT have would not take the decision of revoking
the 500 model crossover then it would have lost its new consumers (Tidd, J., & Bessant,
2018).
 TECHNOLOGY: -It plays a important role in the scenario as the cost of technology up
gradation increases in the scenario as the new means of technology have been introduced
in the scene so the balance of up gradation and the product quality has to be maintained
by the team (Morris, Shenkar & Mackey, 2019).
 EFFICIENT:-The working culture has been rapidly changes from the culture of being
on the paper work now the all information can be shared on the on internet in one go
making easy for the consumer and company to interact, but the mechanism says that you

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can’t interact with everyone with solving the each and every query of its as it will
increase the man power and the cost of administration will increase.
 REMOTE HIRING:- The hiring of staff has increased rapidly now as the company is
able to hire the recruiting staff in the organisation by seeing the personal background but
it does not give a benefit as the staff can take back his words and get own with no
options left to spare (Gutierrez-Gutierrez, Barrales-Molina & Kaynak, 2018).
MARKETING PLAN MAKING:-
 ANALYSIS OF ACTUAL SITUATION:- The analysis of the actual resent scenario of
the market to be judged and has to be studied for the company to go for international
marketing plan. The strengths which include the competitiveness spirit, newer
technology, skills, etc. are being jugged and objectified by the plan maker. They are the
actual pillars of the whole plan where it will go and what will it includes it. Here FIAT
has to take necessary steps to grab the area where it can sell its produce, the strengths of
the company as an outlandish product in the world market, talents and skills have to be
proven as on. Weakness of the firm has to be seen which can prove fatal to the
organisation as where delivery will be out-dated and the tools used in the production are
obsolete will cause a damage to the actual production of 500X CROSSOVER around the
world. Opportunities have to be identified by the firm to get the automobile market in the
pockets and the threats which will bring hindrance to the production and sales of the
product has to be judged and rectified by the plan makers (Miljković, 2017).
 TARGET MARKETING PROFILE:- The demographic background of the client has
to be justified by the plan maker as the age, sex, professional qualifications, income
levels and needs has to be kept in mind as they will affect the model and the type of car
which has to be produced for the targeted customer. The demand for the car has to be
created or the model which is being presented has to be people friendly. Customer buying
patterns has to be objectified as what type of car diesel or petrol. SUVs or luxury, etc. is
being demanded by the targeted customers in international market (Atkinson, 2016).

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 MARKETING OBJECTIVE:- The marketing objective has to be cleared in the minds
of the makers of plans:
 Total number of customers and rice value
 Share of different segments of buyers
 Size of the volume purchases can be made
 FINANCIAL PLANNING:- From where the funds will be arranged has to be seen in the
matter of date. Where in which planning they will be invested or to be put to use. The
points to be in mind while doing such thing:-
o Expectation of sales revenue in the time period
o Selling price of the cars to be decided
o Operating expenses to be incurred in the process
o The capital required to run the business in the full form has to be seen in the full
matter (Mintzberg, 2017).
MARKETING MIX:-
Marketing mix is putting the production the right position and at the right time with the
right price formation. It is being developed on the 4 Ps of the marketing which stands for the
PRODUCT, PRICE, PLACE and PROMOTION. They are the actual integral pillars where all
the marketing mix strategy is being based on. In our case we have to study whether our product
which is about to be introduced in the market has the essentiality or the need in the market has
been developed for the same has been created. Price has to be determined by the concerned
organisation that what they will be charging for the product that they are putting to be
production, place has to be clearly decided by the concerned department that where the product
will be promoted and where they can attain the huge sale in the business of automobile sector so
that the demand of the actual people in the native place has been developed or the different
product are being engrossed in their mind so they will not look after it. Promotion of the product
has been done in the place so that the wider population of the consumer can get to know about
the product and so on. Has anyone in consumer list being not liked the way the promotions have
been established (Kheiry, 2019).

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PRODUCT:- The product information has been sent by the fiat on the YouTube where a
large community of people seeks knowledge about different products available in the market for
the particular buying pattern. FIAT has tried its best in selling the information about the product
in the international market through the YOUTUBE platform which gives us the opportunity to do
get to the wider people or say population by just posting your forwarded plan regarding product.
The result of putting the marketing management tools it has achieve the thing that the results of
product query say about the product which we are launching has grown to larger extent from
+123% from 45- 54 years of the age and +82% from the age above 35 years old (Barth,
2018).
PRICE :- Price of the product has been revised by time to time as the policies have been
changed. So it is the responsibility of the team concerned with the price changes in the product
due to certain reasons. The price of the 500X has been searched in the numerous times as the
price is being searched as +230% in comparison of any other brand of the automobiles in the
relate market. The prices are to be kept in mind thing of the odd road vehicles which are being
giving transparent fight to you guys so the people can get attracted towards you in any way and
any time. The price of the product has to be determined on the various grounds that the firms
survival, profit, sustainability, etc. It helps the product pricing to be done so that the perception
of the consumer can be in favour (Lancaster, G., & Massingham, 2017).
PLACE:- The place of the product has to be decided by the product makers or say the
givers of the product that where they have to distribute the product or the essential place of doing
business in the standards. FIAT has observed that there has been a increase in the brand sales that
they have increased by 230% in the figure of last year. The pricing policy of the company helped
in gaining the extra advantage of the rice of the product that can be compared from rest of the
world (Foxall, 2015).
PROMOTION:- Promotions of the product has reliably has seen on the greater hikes
maintain all the odds and places where can the product of FIAT 500X crossover can be explained
and can be exposed so that the increase in the sale can be expected but see as the scenario
changes he promotions on the YouTube cannot be the fulfilled ones which has led to the no that
much increase in the sale of the product. But the expectations of the prospective buyer has

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increased leading to revenue collections sources in future The increment in the sales related
queries has been so because the ad of the FIAT model has been spread day in out (Baporikar &
Deshpande, 2015).
CONSUMER ANALYSIS
Consumer analysis means in the simple words that identifying the right consumer for the
right product which you are about to sell in the very market. For making the market strategy for
the particular customer or the buyer you have to be in known sense that what the behaviour is
and buying pattern of the consumer you are about to target in the global prospective. For that a
wheel of consumer analysis has been developed in these years of doing business and finding
ways for the difficulties that come across. None of the al Marketing strategies are being done or
said has followed the path of analysis of business market. Consumer is being considered here as
the whole main object to forma a marketing strategy for the business. A proper research work is
being established for the policy to make.
The whole consumer analysis always stand on the main basic three pillars for the
consumer to get to the stand where they think and work accordingly without incurring any losses
(Nogueira & Tsunoda, 2018).
The 3 aspects can be told and worked down as follows:-
 AFFECT AND COGNITION
 CONSUMER BEHAVIOR
 CONSUMER ENVIOENMENT
These can be explained as bellow”
AFFECT AND COGNITION :- These are 2 different paths of study but has to be
studied one along each other to get a proper understanding.
AFFECT -: Affect here means how the prospective consumers feel for the things in the
market. The affect has to be taken into consent to know better about the customer in what way he
will react in a particular situation and what is his habit.

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COGNITION -: It is taking the data from the people’s minds that what they are thinking
in the present scenario and what will be the future thoughts of the people in purchasing things
and the items to consume.
CONSUMER BEHAVIOUR -: The consumer behaviour is very tough to analyse and
think upon so the affect and cognition are treated as spate from the influences on consumer. The
whole actions and behaviours are measured of consumers. The physical activities of the
consumer are being taken down.
CONSUMER ENVIORNMENT-: Environment plays the main role in affecting the
decisions, consuming patterns, behaviour, actions in the vast range. The thinking pattern of a
millionaire and a middle class will have a vast gap as the luxurious environment plays a main
role (Morrone, Russo & Calace, 2015).
Effective Marketing Strategies
1. The company should be more in the knowledge of the people you are about to touch that
what they wear, expect to were, luxury level, revenue generation, class of consumer,
buying patterns, etc. Research plans can be settled in the time, in FIATS case they
introduce the data collection portal to get the related actual data of consumer so
specifications in 500X crossover can be done.
2. Unique selling Proposition should be put in the picture to get to the wider audience with a
very different look and type. Own product can be put down to be in a good shape in front
of unknown audience also (Samran et al., 2019).
3. Brand look and feel should be at priority you should have tested about the 500X
Crossover models with different mind-set of people so the corrections can be established
and play a alone marketer.
4. Taglines are the most important things to promote your product you have to get those line
propaganda in the market so that it comes into the brains of every prospective buyer or
say consumer. The catchy words should be outlined and put in the game play will help
for the brand development.

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5. The marketing mix to be chosen which is fitting to your budgets, and marketing
communication achievements, media mix you are about to establish (Ojo, Mulvaney,
Mazzotta & Berry, 2018).
6. The communication should be in the best way that possibly can be established which
leads to measuring the communications. It can be either in email form or other method
which can be set for the marketing goals to be achieved.
7. The client data and leads should be in proper data so that the behaviour, actions,
expressions, etc, of the consumer can be thoroughly read out if any mishap happens. The
CRM should being the proper position in reading the actual old consumers and new
prospective buyer (McDONALD, 2016).
Conclusion and Recommendations
Here As per the case study the FIAT company has taken a good step according to the
established standards in launching its old model which has been the biggest hit of all times. The
advertisements in the social media mad it a great success leading to the increment in the
customer for the cars in few years of FIAT Company. The promotion strategy involved in
marketing of the product was o the best that the company can perform the approach is on the
lower side for the company. Recommendation can be given like the advertisement area of the
product was very low and the strategy involving the promotions should have been changed by
first introducing the consumer want survey among the prospective consumer so the reality can
come out, other issue was it was only introduced on YouTube only way not for the alternative
platforms which can create a hesitation in the minds of consumers. The marketing of FIAT 500X
crossover can be more modernised but the actual results are good and the best can be expected
from the company.

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