Marketing Mix Essay

In the contemporary business environment, the use of communication tactics can be crucial for the successful introduction of a new product in the market (Kotter, 2001). In this respect, the introduction of a new Chevy Truck should be supported by an effective promotional campaign. In actuality, it is possible to recommend various communication tactics.

First of all, it is necessary to focus on the target customer group, which is likely to use the new Chevy Truck. Traditionally, it is the population living in the country side, which constitutes the target customer group of Chevy Trucks (Bovee and Thill, 2005). However, it is possible to enlarge the target customer group through positioning the new Chevy Truck as a kind of sport vehicle which combines the characteristics of traditional truck with new, advanced, characteristics of a sport vehicle. It is important to communicate this message clearly to the target audience.

Another tactic that can be used is the large scale promotion of the Chevy Truck via Internet. In such a way, it will be possible to reach a larger number of customers, including younger generation. In addition, the use of internet facilitates the communication between the company and customers (Hart, 2004). For instance, the company can provide customers with the possibility to get information they want to know about the vehicle directly from the manufacturer. Also, it is possible to involve customers into the process of selection of a new name for the vehicle that will increase the interest of customers to the vehicle.

Finally, it is possible to focus the communication on the advantageous of the new Chevy Truck in order to attract the target customer group.

For instance, it is possible to focus on the fuel-efficiency or new equipment of the vehicle. In such a way, it will possible to enlarge the target customer group.

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