Marketing case study of infiniti Essay Example

market expansion, Infinite's growth strategy targets countries with high demand for luxury vehicles, such as China. This country is currently experiencing rapid growth, with a new dealership opening every week. As of now, Infinite models are accessible in 47 countries through a network of 450 Infinite Centers (dealerships).

Infinities growth strategy involves expanding its product range from seven to at least ten products in over 70 markets, including key markets like North America, China, Russia, Europe, and Australia. By 2016, Infinite aims to establish more than 800 Centers. Their long-term goal is to capture a 10% share of the relevant luxury vehicle market through sustained growth. In order to achieve their objectives, Infinite must engage with various target groups, such as media, prospective dealers, and customers. A significant aspect of their marketing strategy revolves around the dynamic realm of Formula One.

In March 2011, Infinite started its partnership with the Red Bull Racing team. Then, in November 2012, it announced that it would become the exclusive technical partner and title sponsor for what is now called Infinite Red Bull Racing. Starting from 2013, Infinite's products and technology will support the Formula One team. Both Infinite and Red Bull Racing are relatively new organizations that have shown rapid progress in Formula One. They share a common goal of achieving unparalleled performance, which is known as brand synergy.

The synergy of combining two brands leads to results that are more tenderhearted than what the brands could achieve individually. Infinities customers have a unique passion for design and technology, seeking optimal performance from their cars - referred to as 'Inspired Performance'. These qualities align perfectly with

the core values of Red Bull Racing, which emphasize creativity, innovation, and a different approach. The "strategic fit" between the two organizations is excellent, as their plans, target markets, and external environments closely relate to each other.

For instance, Florida already organizes a Grand PRI in several of the markets that Infinite intends to focus on, such as Australia, China, and various nations in Europe.

Marketing MIX

The marketing mix, commonly known as the four AS', is a strategy for companies to blend the four essential components of product, price, place, and promotion in order to reach their business goals. Each business is unique and must determine its own marketing mix that harmonizes the four As to fit its products.

The combination will vary based on factors like:

• competition
• the type of product
• the market it is selling to
• findings from market research.

The marketing mix of Infinities takes into account:

• Products - luxury cars with Japanese cutting edge design as a key differentiator.
• Price - a premium price in line with the premium quality of the product.
• Place - vehicles sold through state-of-the-art Infinite Centers which are expanding globally.
• Promotion - with a focus on sports marketing using the Infinite Red Bull Racing Fl team and World Champion Sebastian Vetted.

The marketing mix elements need to be combined, such as the example of Infinities luxury cars being sold in state-of-the-art Infinite Centers that perfectly complement the vehicles' premium quality.

The right marketing mix is crucial

for organizations to achieve their business goals. Infinities focuses on increasing brand awareness, international growth, and fulfilling its brand promise. Marketers categorize products as core, actual, and augmented products. The core product represents the main benefits that customers receive from using a product. In other words, it is what customers look for when deciding to make a purchase. In the case of Infinities, its core product consists of its design, advanced technology, and driving satisfaction, which are referred to as 'Inspired Performance' by its marketing team.

The actual product refers to additional benefits that are enjoyed above the essentials. This includes Infinities range of luxury cars, such as the Infinite FAX Vetted Edition model. The augmented product includes elements like delivery, warranties, and servicing arrangements. It helps customize the actual product for the target market. Pricing should reflect the costs of development and construction, while also aligning with the product's market position.

The marketing activities of Infinities demonstrate its luxury status through its association with the Formula One World Champion team and driver. The term 'place' refers to the Infinite Centers where Infinite cars are sold. These distribution outlets embody the brand's commitment to delivering 'Inspired Performance'. The Infinite Centers are renowned for their impressive architecture, inviting atmosphere, advanced technology, and excellent customer service. Promotion encompasses various strategies employed by an organization to communicate with its customers and potential customers.

A differentiation is frequently established between above-the-line and below-the-line promotion. Above-the-line promotion pertains to paid-for advertising through diverse mass media channels.

The following are included:

• print adverts in magazines/newspapers (trade and consumer)
• television, radio and cinema

advertising

This method of advertising is highly effective in reaching a large audience and creating brand recognition.

Infinite employs global TV advertisements to demonstrate the excellence of its products. However, this type of promotion can be expensive and challenging to effectively reach potential customers as the messages are aimed at a wide audience. Additionally, it is difficult to gauge the effectiveness of mass media promotion due to the rise in popularity of TV formats like Sky+, which allows viewers to fast-forward through commercials. Different advertising methods are utilized by organizations.

Two common techniques employed in TV advertising are:

• Informative advertising.
• This is designed to increase awareness, for example a public health advertisement.

Persuasive advertising aims to persuade nonusers to buy a product by emphasizing its appealing features compared to other products. Infinities uses their website and TV advertising campaigns to showcase the design and performance that set their vehicles apart. Moreover, prior to each Fl Grand PRI event, Infinite carries out promotional campaigns through different channels to ensure maximum exposure and brand recognition among consumers.

For instance, vintage Fl posters were employed in a campaign to emphasize the qualities of individual race tracks and demonstrate how Infinite technologies and design would be advantageous for drivers. Below-the-line promotion, on the other hand, is a more focused and targeted method of communication with consumers. This approach offers greater control and the ability to customize initiatives to create stronger connections with specific target

audiences.

Below-the-line promotion examples include:

• Public Relations
• Sponsorship
• Hospitality
• Merchandising
• Social Media (Faceable and Youth).

Infinite utilizes various below-the-line techniques to back its sponsorship of Red Bull Racing. These efforts are strengthened by three-time Fl World Champion Sebastian Bethel's role as Infinities brand ambassador. Sebastian Vetted goes beyond merely endorsing Infinite products; he represents the brand worldwide. His personal car is an Infinite FAUX. Last year, he collaborated with Infinite to create the Infinite FAX Vetted Edition, which was revealed at the Frankfurt Motor Show.

The definition of Public Relations is the strategic process of communication between an organization and its public to establish mutually beneficial relationships. Another important aspect is media relations, which involves creating news-worthy stories to attain non-paid editorial coverage for a brand. Infinite has prioritized this in their involvement in Formula One. Sebastian Vetted collaborates with Infinite to assist in public and media relations efforts during each Grand PRI event.

These activities include:

• Press conferences, media events and company visits. This included a Journalist hosting programmer throughout the year at Grand PRI events, and a Sebastian Vetted Media Driving Day in China.

Competitions.

• Infinite ran a test-drive campaign giving consumers the chance to win a 'money-can't-buy experience' with Infinite and Red Bull Racing. It also ran incentives for salesmen and dealers to win Grand PRI tickets.

Viral marketing and the integration of social media have been crucial elements in Infinities' promotional efforts.

The 'Inspired Performers' video clips by Infinities gained significant worldwide attention. Sebastian Vetted and Mark Webber,

along with other accomplished individuals such as martial arts expert Celia Jade, music star Melanie Fauna, and Red Bull Air Force Manager Jon Devote, showcased their skills in these videos. Additionally, the Formula 1 drivers also shared their knowledge of performance driving with the other talented performers. The popularity of these videos resulted in numerous views on various online platforms, including Youth, and garnered media coverage on television, newspapers, and magazines globally.

Conclusion: Finding the right balance in the marketing and communications mix is crucial for organizations. Integrating the mix elements is essential to use appropriate promotional activities that link the brand with the interests of target consumers. For Infinite, aligning with Red Bull Racing and brand ambassador Sebastian Vettel, a three-time Formula One World Champion, perfectly supports their brand promise of 'Inspired Performance'. Infinite consistently enhances and expands its marketing strategies by constantly evaluating its promotional activities.

Evaluation is crucial for:

• assess which promotional activities are effective
• ensure the marketing mix is balanced
• establish if the marketing objectives have been achieved.

In terms of marketing evaluation, Infinite uses various methods. The assessment of print media coverage is conducted by analyzing the quantity of press cuttings. The evaluation of TV exposure resulting from the collaboration with Red Bull Racing is done on a per race basis. Additionally, an independent sport marketing survey, conducted by FM Sports Marketing Surveys, provides a report on the brand's exposure during each race.

Since the partnership began, the brand's visibility in Formula One has increased from zero to 4th place in 2011, and then to 2nd place

in 2012. Red Bull has consistently been the most visible brand. The statistics allow for comparisons of exposure in different locations. For instance, at the Abu Dhabi Grand Prix, Infinite had a 7.9% share of exposure among all sponsors. The top of the car accounted for 43.1% of this exposure, followed by the driver's overalls and front torso with 15.5%, which resulted in the highest TV coverage of the brand's logo. This information was analyzed to improve exposure in the next race.