Marketing Fundamentals: Mini Cooper's Integrated Marketing Approach

This report provides an analysis of Mini Cooper's marketing strategies, with a specific focus on the promotion element of the marketing mix and integrated marketing communication (IMC). It examines how Mini Cooper utilizes various promotional tools, including advertising (radio, social media, television, internet ads, and billboards), public relations (building positive brand image, handling negative issues, and launching new products), sales promotion (contests, long term rides, coupons), and personal selling (direct customer interaction) to build customer relationships, increase sales, and achieve a competitive advantage. The report also highlights the importance of a well-planned marketing campaign, considering factors such as brand messaging, goals, and effective blog content. The analysis draws on academic sources to support its findings and provide a comprehensive understanding of Mini Cooper's marketing approach.

Marketing
Fundamentals

TASK 1a
Promotion element of the marketing Mix: Integrated marketing communications.
In present time, each company dealing in any industry tries to set the best pictures in
the market about their product and applies best techniques for promoting different product in
order to attract large number of customer and increase profitability and attain competitive
advantage (Baker and Hart, 2016). In Mini cooper a brand of BMW various effective
marketing tactics are being applied to make their product popular and build customer interest.
Integrated marketing communication is a method of proper planning, implementing,
monitoring and controlling the useful brand messages that helps Mini cooper to build strong
customer relationships. There are different function of IMC to respective company such as
Advertising, Direct marketing, publicity, sales promotion, personal selling, internet sources,
events and sponsorships and packaging that makes a customer feel satisfied. Mini cooper
build effectual marketing plan that mainly focused to target market and customer that is
depended on four main factors such as product, place, price and promotion. In order to build
a valuable image of product among customer Mini copper focuses on promotional mix that
help to define actual the prospective of company. Promotional mix includes advertising,
personal selling, public relations and promotion for sales. They are used as implements to
connect with aim market and create valuable sales and profits for company within a specified
time frame. The below discussed is the promotional mix of mini cooper that support to
communicate with wide range of customer:
Advertising: It is one of the significant components of promotional mix for Mini
cooper that is the formation of a sustainable advertising program. In general, advertising is
defined as a form of impersonal communication that help customer to determine the
company. Respective company must have a good advertising drive that would allow them to
influence a great number of individuals successfully (Connolly, 2015). Mini cooper used
radio, social media television, Internet ads and newspaper to present their car to the target
market in best manner. Company also puts huge billboards and send e-mails that support to
achieve customer interest. In order to increase sales manager could make additional discounts
for senior citizen; some family discounts to lure the target customer making them feel
satisfied.

Public Relation: The next promotional tool used by Mini cooper is public relations as
it is very important to build valuable relation with customer. It benefits to create a positive
public appearance for a Mini, assists in launching and sales of new product, aids to estimate
public outlooks and connects the complete objectives with a time frame. Company can get
pollution free cars by introducing electric at minimal cost. They can tie up with local
automobile part maker so that more expenses will be lowered and overall cost for Mini car
will be pleasant. Apart this, Mini cooper uses their public relations team to handle any
negative issues related to sales, manufacturing etc.
Sales promotion: The other important element of promotional mix is Sales
promotion. It comprises approaches of stimulating customer buying and is generally
established on a short-term or instant goal (Gunelius, 2017). Main examples of sales
promotion of Mini are contests, long term rides, coupons or free samples. Mini cooper have
heavily capitalized in sales promotion to gain good market share and raise profit. Such as
company had organised contests, like the first 1,000 pre-booking for a particular model
would get additional accessories as a prize. Company offered long route ride for senior
citizen so that they can feel the comfort, check mileage etc.
Personal selling: This promotional mix support company to build the most trusted
customer base. It support customer to directly contact the representative of Mini cooper and
ask any question they are willing and believe to the solution provided. Personal selling is the
main element for Mini cooper as staff member treats customer in most pleasant manner and
present company product in a way that build good image about product. It helps to create
interest of customer as they can approach to salesperson in case of any issue or problems
(Rowles, 2017).
TASK 2b
All the above discussed promotional mix elements are helpful for Mini cooper to
increase customer base by building a valuable network and good customer relationship
(Wymer, Boenigk and Möhlmann, 2015). It also help to increase sales as information to
buyer are provided in perfect way that makes them attracted to buy Mini cars. In order to
developed blog posts that support the overall marketing campaign these points are of
marketing theory need to be considered:
 Have Clients’ “Brand Messaging” Organized First

 Have a Clear Set of Goals in Mind
 Planning for advance.
 Effective blog that can be transferred to any kind of media

REFERENCES
Books and journals
Baker, M. J. and Hart, S. eds., 2016. The marketing book. Routledge.
Connolly, R., 2015. Fundamentals of web development. Pearson Education.
Gunelius, S., 2017. 10 laws of social media marketing.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Wymer, W., Boenigk, S. and Möhlmann, M., 2015. The conceptualization of nonprofit
marketing orientation: A critical reflection and contributions toward closing the
practice–theory gap. Journal of Nonprofit & Public Sector Marketing. 27(2). pp.117-
134.