Marketing Report: Vauxhall's Strategies and AIDA Model Analysis

This report provides a comprehensive analysis of Vauxhall Motors' marketing strategies, focusing on their adoption of a 360-degree marketing approach. It delves into various promotional techniques, including customer-facing touchpoints like in-store promotions and office communications, external spaces such as billboards and transit advertisements, and digital platforms like websites and social media. The report also examines Vauxhall's use of third-party promotions through articles, blogs, analyst reports, and event sponsorships. Furthermore, the report explores the AIDA model (Attention, Interest, Desire, Action) and its relevance in marketing campaigns. It also touches upon the concepts of above and below-the-line marketing, push and pull strategies, and the communication process, providing a holistic overview of Vauxhall's marketing practices. This report is a contribution to Desklib, a platform for students seeking AI-based study tools and resources.

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:

Displaying on Point of sale: Placing a product just at point of sale or the cashier counter is
considered as the most efficient and simplest way to promote and advertise a company's product.
It can be performed with the least efforts from the marketing manager's side.
Transit advertisement: Another popular form of promotional technique is the placement of
advertisement content in the trains and buses. In many studies it has been proved that around
24% of the customers carries out their purchase of the company's product by seeing their
advertisement in trains and buses (Krishnadas, 2021).
In case of Vauxhall, it has utilized many outdoor advertisement sources to promote and market
their products in the market.
Via digital platforms: A new trend has emerged in the marketing management, where managers
are widely using digital platforms for marketing, promoting and communicating their strategy to
the target audiences. This source has proved its efficiency and effectiveness in the modern time
and persuade businesses to make use of these digital channels and tools towards their marketing
activities. The point of attraction here is reaching wider audience with minimum resources
required in terms of time, money and manpower along with its in-built advantage of generating
sales and increasing profits for the company. Under this technique of promotion, company's
marketing campaign are delivered to their potential customers through digital technologies
(Thomas, 2020). In the increased competition in the marketplace, organizations are necessarily
Illustration 1: Billboard advertisement of Vauxhall

required to have a digital or online presence. There are various digital platform techniques used
by marketing manager as follows:
Websites: The technique of website marketing refers to the use of company's website for
marketing and promoting company's product. It is the most popular type of digital marketing
strategy. Here the business can create its online presence and reach its customers through their
websites. It provides company with the source of placing its advertisement, news, updates and up
gradations in the company's brand or particular product. Website marketing has gained much
popularity with the increased competition in the marketplace (Nuseira, and Aljumahb, 2020.).
Here is a specimen of Vauxhall's website marketing, where the company has displayed its
various car models on its website to promote and enhance their sales and profits. Through this
they are reaching wider audience and this has made them popular in UK market.
Social media: It refers to the posting of images, texts, videos and other contents on social media
in order to undertake the marketing activity of the company through which the marketing and
branding goal of the company can be achieved. It helps in building strong relationship with the
user of social networking sites, generating leads for the brand and these leads can be converted
into potential customers for the company. Such social presence of the company helps the
company in achieving the objectives such as audience engagement and customer retention. By
creating a great content specific to the niche target audience always helps in targeting niche
segment in the correct ways. Building brand image along with tracking competitors through

social networking sites has been proved to be a beneficial move for the modern businesses
(Abdullahi, Kilili, and Günay, 2020).
The above image is the screenshot of Vauxhall's post on its Instagram account indicating its
introduction of new range of SUV model.
Through Third Party
The promotional activities is also done through Third party source which are usually paid
promotion by company. It allows company to promote their brand name and products in relevant
and related parties through which promotion is being made. Third party shows the different
sources like Articles, Blogs, advertisement on other websites, third party website which are
related to business etc. which help to increase the sales and promote the company's brand.
Articles: These are the detail's information on some products or service or event that is
being is promoted by Vauxhall to published by top publisher that is working on same industry or
different industries. These are publishes either online of offline on newspaper, books or online on
platforms like Quora and Reddit. In ha wide reach that help in increase the reach of and intention

of company to promote this article on public. It increases the reach of customers through sharing
of articles on online.
Blogs: These are short brief on something Vauxhall that is being given an information to
public or their customers through publishing on other websites which are operating and mange
the blogs on WordPress and Quora, social media pages like economic times and Local
newspapers. These are used to announce something big and provide with little details by
company.
Analyst Report: These reports are created by third party source where they publish
company's report on their website and pages that are being promoted by them on behalf of
Vauxhall company which increase the reach of customers which is published by top analyst on
their website or through articles. The customers are attracted if top analyst are shown some good
feature of product and company are given to customers.
Third party website: The third party websites are this website were Vauxhall
advertisement is being promoted that shows the offers through image or videos. Customers are
using various website were they are inviting advertisement for companies that is being seeing of
large number of customers. These customers are attracted through image or videos that include
companies website or portal were customer lend directly on Company's official website (Saikia
and Roy, 2020). Google is one of the major advertisement platforms were website are being
promoted.Sponsorship of events: Vauxhall is sponsoring the social, sports or business events
that used to promote the company's name and products that is being offered to customers and
awareness about the company and it's services that is given to customers that attract customers
and direct quires are being generated within event where company executives are being convert
that leads into sales. It is physical promotion by company that customers are explained face to
face about the company during the event conducted or sponsor by company. It also shows the
awareness of company towards society as Vauxhall promote social events that encourage people
to know about company and increase the customers base.

Task-2
AIDA theory of marketing
The model reflects the effect of advertising on the stages that a consumer while making a
purchase for a product or service. The model is commonly used in the modern concept of digital
marketing , campaigns related to public relations and framing sales strategies.
The theory comprises of four components, that is Attention, Interest, desire and action. The
components are described in brief as follows:
Attention: The first point that needs to be considered by every marketing management of the
company is to understand and identify the way through which the customer's attention can be
gained.
Interest: creating interest among target audience to get the company's product is the nest point of
consideration by the businesses, here the brand wants to increase the interest in the target market
regarding the company's product or services just after obtaining their attention (Kumar, 2020).
Desire: when the consumer move from saying “I like it” to “I want it”, then this may termed as
arising desire among customers or target market to avail the company's product and service.
Once the interest is developed among the target audience, it is easy to convert this interest into
desire.
Action: The ultimate goal of every marketing campaign is to derive the target audience towards
the purchase of the product and service. At this stage, the marketing management team works
towards initiating action among its target audience to finally make the purchase of the product or
service.
Therefore, the model helps in creating awareness among customers which leads interest arousal
and which then takes the form of desire among customers to initiate their action towards making
purchases.
Vauxhall, in the auto mobile sector of UK, gain attention among its target audience through
designing and building quality cars. They then create interest in the customers by providing
financing options to their customers, so that they can make purchase of their products in an
easier way. Also, they by ensuring the real benefits of their products and services with the help
of their core values such as honesty and integrity (Saikia, and Roy, 2020). The recent tag line
“Raising the standard” for its branding campaign allows for gaining attention of standard

conscious customers, which then results in interest and desire creation among the customers in
order to derive their actions for making purchase.
Above and Below the line marketing
Above the line marketing: In this approach of marketing, the companies use to include mass
media methods and approaches towards targetting large group of customers. Here the marketer
company goes with their offering in a more general way. The sources utilized for marketing
products and services are television, cinema, radio, print media such as newspaper and magzines
and many other external advertising like signage and billboards. This approach is helpful in
reaching wider audience and creating brand awareness. But the problem here is of obtaining less
and ineffective customer responses as there is no customized communication of marketing
campaign.
Below the line marketing: Here the marketing efforts are directly made towards the smaller
group of customers but the same is the target segment of the company. A very less audiences are
reached through this approach of marketing. The various sources adopted here are public
relations, search engine marketing, paid search media, social media marketing, content
marketing and events. The marketing approach is specifically meant for targeting individual
customers (Khwaja,Mahmood,and Zaman, 2020). The direct contact with customers are developed
which helps in building stronger relationship with customers along with brand trust.
Accordingly, higher responses can be derived.
In Vauxhall, both above the line and below the line marketing has been adopted as the company
has adopted 360 degree marketing technique. Vauxhall has implemented various techniques such
as print media and billboards to reach wider audience and in order to reach their target segment
in a specific way they have implemented social media marketing, content and paid search media
marketing.
Push and pull strategy
Push marketing strategy is most effective strategy that helps in targeting audience through
conducting data mining and researching about necessary information. So that customer’s can be
easily attracted and company can enjoy maximum market share. In context of Vauxhall manager
has focused on delivering qualitative services to customer’s that has helped in creating and
retaining strong brand image of company. Better infrastructures and services offered by staffs of
company has helped in making customer’s happy and satisfied thereby enhancing overall

profitability of organisation. Marketing manager has emphasised on building strong supply chain
so that products can be delivered to customer’s in limited time frame (Santosh, 2020).
On the other hand pull in another strategy that contribute in influences customer’s to seek or
search from specific brand in order to fulfill their respective wants. Likewise Vauxhall by
making use of different channels has tried to build and retained customer’s relationship that has
helped in increasing overall sales of company. Manager tries to find the way problem of
customer’s can be resolved so that they are motivated to have its products and services rather
than others. Sales promotion and advertisement is also one of the pull tactics that has been used
by company in order to generate awareness among individuals. It has promote the product
through official websites that has helped people in getting necessary information thereby
motivating to take right decision.
Therefore it can be stated that both push and pull strategy used by Vauxhall has helped in
growth and expansion of company in external environment.
The communication process
The communication theory is a linear model of communication which is generally used to
convey the message to the ultimate receiver of the message without any barriers. It is the whole
process on which the sender,s message and thought is reaches to the receiver. The process
involves that the sender's message first encode and pass through any channel of communication
and then it decodes the same message and reach to the receiver and receiver give the feedback on
the same to the sender of the message. The communication process model involve 5 parties such
as sender, encoder, channels, decoder and the receiver. The sender is the party in the process,
whose message need to be conveys to the receiver (Kshemkalyani, Molla and Sharma, 2020).
Encoder is the party or system in the process, who convert the message and thought of the sender
into the symbol form and the process is known as encoding of message. Now in the process,
channel is the medium through which the message is transfer from the sender to the receiver such
as emails, phone calls, chats etc. Decoder is the person or system which convert the symbol of
the message to the thoughts again for the receiver. Receiver is the party to which the message is
need to be conveyed.

With the help of communication model the Vauxhall company is able to deal with
customers and solve their queries and listen their appreciations in the form of feedback. With the
proper use of communication model auto mobile industry is able to serve the next billion to the
country (Marshalsey and Sclater, 2018). By providing the right contact number on the websites,
the company is solving the queries of their customer which increases their customer base and
profitability.
CONCLUSION
From the above report it has been concluded that Vauxhall has established itself in the
market in a very unique way. They by applying 360 degree marketing technique, has reached
both wider audience and their target segment in much better way. The report has nicely portray
Vauxhall's promotional activities along with the application of various proven marketing theories
which is acting as a secret of its long term success.
REFERENCES
Books and journals
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