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Implementation of Marketing Plan

Car-e Rental Inc., a private national car rental company headquartered in Boston, Massachusetts, has developed a high level of confidence among its customers and garnered a great deal of respect from competitors over the past ten years. Car-e puts a strong emphasis on customers' needs, using some of the most sophisticated customer research methodologies in the industry. It employs highly motivated individuals with proven customer service skills.

After two years of consumer research and a year of market testing, the company is ready to roll out Kwick, a paperless car reservation and pickup service for its premium customers. Kwick was designed to save customers time and the company labor costs. Reservations for vehicle are made electronically, through the Internet, or by mobile phone. Customers access the vehicle using their fingerprints, finding the car keys in a secure place inside the car and amenities exclusively fashioned for the individual.

Develop a detailed promotional strategy on the marketing mix plan. Provide thoughts on what can be the potential strengths and weaknesses in your promotional strategy? How will I leverage the strengths? What actions can I take to address the weaknesses?

The implementation should include the strategic focus. I need help with describing the tactical decisions to be taken by Kwick's brand manager to implement the strategy over the life of the service. How will these tactical decisions help Kwick's brand manager maintain the long-term brand value of the services?

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Solution Summary

Develop a detailed promotional strategy on the marketing mix plan. Provide thoughts on what can be the potential strengths and weaknesses in your promotional strategy? How will I leverage the strengths? What actions can I take to address the weaknesses?

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As the service is designed for the premium or exclusive customers, the promotional strategy should also be exclusive and highly customized for the elite customers of the organization. However, in order to implement this strategy, the organization needs to understand the needs and preference of each customer which will require extensive knowledge about each customer, high quality execution and zero tolerance for any mistakes or errors.

For example, one of the promotional strategies for customers could be exclusive gifts such as bottle of wine or any other premium gift on certain volume of purchases or spending by the customer. The gifts can be customized as well based on the unique needs, preferences and profile of the customer. In order to execute such a strategy, the marketing information system or CRM should be updated ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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