Respond to the following questions for your focus product or service of a Car De

Question

Respond to the following questions for your focus product or service of a Car DealerShip

4. How does your focus product or service currently utilize sales promotions to motivate consumers to take action? How effective do you think these sales promotions have been in increasing the value of the brand? (4 Points)

5. Review the sales promotion tools discussed in the chapter and recommend at least three additional sales promotions you would utilize to enhance the value of the brand. Explain how you would incorporate these tools to create a larger promotional campaign to increase brand awareness.

Explanation / Answer

There are different marketing techniques used as part of consumer sales promotion to motivate consumers to purchase the product or service. Car dealership service also applies similar promotional techniques. These are basically short term incentives used to encourage the purchase or sale of service or product.
This includes communication activities which try to attach added value or incentives to consumers, wholesalers, retailers or other customers for sales. The efforts result in product interest, trial or purchase. This includes sales promotion activities like coupons, samples, premiums, the point of purchase displays, contests, rebates, sweepstakes etc.
For example, New England Dodge Motorsports had introduced Super Coupon to help consumers save on General Admission tickets to N.E. Dodge. It was part of motorsports series events which and the company was part of the same.
Chuck's Auto service introduced 5 dollars off in the next oil change. This was a one coupon per customer which was encouraged to create awareness regarding the service.

there are different kinds of strategies utilised which includes push, pull or and a combination of both.
Push strategy includes convincing the trade intermediary channel members to push the product using different distribution channels to the consumer through the use of promotions and personal selling efforts. While pull strategy includes getting the consumers to pull the product or service with the use of marketing channel from the manufacturer.
use of cash back offers and dealer incentives are interesting ways of car dealership service to use combination strategy to motivate the consumers.

The nation's largest group of franchised automotive dealerships are owned by Republic and operates the AutoNation USA used vehicle megastore chain. The strategy of Republic was to manage the vehicle life cycle actively by the development of proprietary channel brand.
International Events Group spent more than $2 billion per year to link their products with activities like jazz festivals, golf tournaments, stock car races etc. They can also combine them with continuity programs which will help to retain the brand users over a long time. There can also be a combination of contests and sweepstakes for new entrants. Trade deals and buying allowances will help to encourage buying.

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