Marketing Case – Buick Motors

As mentioned higher up, the mean(a) age of a Buick buyer in the early to mid sasss was in their early seventies. This was comp bed to the average age of 52 for a unused railway automobile buyer in general. In 2008, Buick s middle-aged Just over 137,000 new cars for only a 4. 6% sh ar of overall GM sales and only a 1. 04% trade role In the united States. publicize was almost non-existent. Bucks idea of rating through corporate donorship of sporting events was to sponsor the Buick Open Golf Tournament. Golf Is non exactly geared towards a juvenileer earshot. Doesnt mean that the boyisher audience will buy into the inwardness and be converted.There has to be a legitimate reason for a untested audience to be attracted to the merchandise and not Just because advertisers and marketers say you should. The chief(prenominal) issue facing Buick was that they had a fleet of old looking cars that were not nearly as stylish as other luxury cars in similar segments. Management made a clear decision to market its variance of automobiles to a young urban crowd in major(ip) cities with the hopes that if these urban trendsetters liked what they saw and began to purchase Buick, this would have a flick effect into the mainstream market and would increase film for Buick products across the board.This dodging was move by customizing and det hurt Buick Lucents with larger wheels, upgraded sound systems and detailing packages that catered to this jr. urban buyer. The main tasks with this strategy were threefold. The low gear problem advancedlighted in the case which I agree with is that vigilance came across as insincere and out of touch. The media jury brought in by Buick commented that management showed a disconnect between the brand and its target audience and that Buick idea of urban slangms a bit old fashioned.Take for example Buick using Tiger Woods to remote Buick cars. As a part of Tigers sponsorship deal with Buick, I would believe that he white thorn own a Buick or two but I withal believe that Tigers car of choice is not a Buick The second problem with this strategy was that by attempting to target a young urban audience, Buick risked estrange its core consumer which was an elderly suburbanite who didnt have the first clue what urban was. If Buick guest base was alienated, that could mean the end of the brand.The third issue that I see with the strategy is a touchy one because its a touchy discipline and that is he issue of racism. When a predominantly Caucasian management police squad and brand attempt to target a Hispanic and African American audience, if they are perceived as not being genuine or sincere, management could face whispers of racism and an anti-Buick backlash could easily taint and obliterate the brand. Solutions In order to support managements desire to attract a younger buyer, there has to be substance behind the merchandising and advertising blitz.Management has to gravely review the existing cars in the Buick brand and determine what young buyers are looking for in a luxury sedan. Once these consumer wants are identified, management must cater to them and design a younger looking class of cars with a level of luxury, quality, options, performance and price point that rivals or defeat its competition within the class. Strong marketing campaigns can trigger consumer demand for only so long with smoke and mirrors. At the end of the day, the product has to meet customer and price determine success.My personal observations of young car buyers are that certain aspects of a car are important to them. A sleek and sporty design is usually first and foremost. A car with regressive features like GAPS, MPH and Pod compatibility along with a high performance sound system resonate with young buyers as well. Of bod young buyers dont usually have as much funds as older buyers so price and affordability are important to a young buyer. In todays economy and society, young buyers are more conscious of waiver green and gas consumption so the cars should be fuel effective and exceed emissions standards.I also believe that Buick isnt ready to Jump into the urban market. sequence I do believe in marketing towards a younger audience, Im not sure I would risk the brand on ailing to the urban market in the hopes that this will crossover to mainstream America. There are plenty of marketing opportunities that can target a younger audience in mainstream America. Today, movie theaters show ads prior to movies and as we all know, young people make up the largest share of movie goers.I like Buick strategy of displaying Buick outside of clubs, bars, trendy shops and restaurants. At this stage of their brand repositioning, any hum about a Buick is great for the brand and to have it on the tips of peoples tongues is the first step in hanging consumer perception that a Buick can be an option for a young buyer. I would also look to appendix traditional marketing strategies like pr int, TV, billboards and national campaigns with an internet and social media marketing strategy and campaign on Twitter and Backbone.Young consumers have a extensive and important presence on these social media outlets. I would look to lop ties with the Golf sponsorship and Tiger Woods and either eliminate the use of renown endorsements altogether or revisit the celebrity spokesperson to be a more realistic Buick user. Any strategy to increase market share in the luxury segment must involve dealing with the voiceless presence that imports have. The main way that domestic cars can compete with imports is on price.Young buyers are also very focused on price oddly if they are a first time car buyer or even a baby boomer looking to save money in a tight economy. Based on my problem cited above with young buyer perceptions of what a Buick is, it would seem that Buick would struggle to get authorisation young buyers into their showrooms to even test drive a Buick. As much(prenomina l) I would consider providing incentives o prospective buyers to come to a head teacher and test drive a Buick. These could include cash payments or a reduction in price if they purchase a Buick.