Marketin. arketing a Car A Business Marketing Case Study. Program Support Notes. High School. 25mins. Business. Bringing Learning to Life. VEA Inc.

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1 VEA Inc. Bringing Learning to Life Program Support Notes Marketin arketing a Car A Business Marketing Case Study High School 25mins Teacher Notes by Debra McNaughton, B.A., Dip.Ed. Produced by VEA Pty Ltd Commissioning Editor Lisa Tancredi B.A. Dip.Ed. Executive Producer Mark McAuliffe Dip.Art (Film & TV) Dip.Ed. B.Ed. Ph.D. VEA Inc. Suitable for: Business To order or inquire please contact VEA: VEA Inc. 10 Mitchell Place Suite 103 White Plains, NY Phone: Fax: Website WARNING The Copyright proprietor has licensed the motion picture contained on this video cassette for non-theatrical use only and prohibits any other use, copying, reproduction or performance in public, in whole or part. The penalties for unauthorised copying of this program include a $50,000 fine for individuals and a $250,000 fine for institutions. These notes can be freely copied for classroom use only.

2 For Teachers: Introduction We are confronted with a wide range of marketing on a daily basis some of it subtle, some of it bombarding us with images and information about new products. The new Holden Commodore is the subject of this case study of a marketing campaign. We see the innovative methods used by Holden s marketing department, the timeline involved and explanations about the processes involved. Before Viewing the Program Students should have an understanding of the following terms: Marketing Target market Market research Brands Publicity Advertising Program Timeline 00:00:00 Introduction 00:01:06 Chapter 1 Defining Marketing 00:04:56 Summary Defining Marketing 00:05:23 Chapter 2 Selecting Products 00:08:46 Summary Selecting Products 00:09:26 Chapter 3 Marketing Campaign 00:14:47 Summary Marketing Campaign 00:15:24 Chapter 4 Something Extra 00:19:41 Summary Something Extra 00:20:16 Chapter 5 Review & Reflection 00:23:25 Summary Review & Reflection 00:24:07 Conclusion 00:24:34 Credits 00:25:13 End Program Other Relevant Programs Available from VEA Marketing Sportsgirl If the Shoe Fits (Windsor Smith Marketing) The Business of Marketing Food Mmmarketing - A Food Marketing Case Study Marketing that Works Please visit our website for more relevant programs VEA Bringing Learning to Life 2

3 Student Worksheet: Before Viewing the Program 1. Have a brief class discussion about car advertising. Can you recall any car advertisements? Are these on TV, in print media or some other advertising medium? How effective do you think these ads are? If some are more effective than others, discuss why this is so. 3

4 While Viewing the Program Defining Marketing 1. Complete this sentence: Marketing is all about 2. Who are the two main groups that need to be satisfied? 3. Why is the customer so important? 4. Outline how the team at Holden broke the rules in three ways. 5. What is the benefit of using an in-house marketing team? 6. What are the benefits of using external agencies when marketing a product? Selecting Products 7. Complete this sentence: A product is 4

5 8. In what way do marketers need to think about how best to incorporate tangible and intangible elements in a marketing strategy? 9. What is a target market? 10. What sort of things might market research groups focus on when looking at Holden products? 11. Select one of the Holden models discussed in the program, and identify the target market for that vehicle. Marketing Campaign 12. When did planning and preparation for the launch begin? 13. Why is it important that a marketing campaign timeline contains flexibility? 14. Why is a spectacular launch to a new product vital? 15. List two specific marketing objectives stated in the program. 5

6 16. Why is brand recognition important? 17. What is product positioning? 18. Why is television a useful medium for promoting cars? 19. What advantage is there is using print media rather than TV for some products? 20. What advantage is there in allowing motor journalists to take new products for test drives? Something Extra 21. What is Billion Dollar Baby? 22. What are advertorials? 23. How did the marketing team work with Wheels magazine? 24. Describe features of the Holden Airship 6

7 25. List two of the benefits of using an airship for marketing purposes. 26. Peter Wagstaff of Monash University said that Holden may have crossed the line when using the airship at the AFL Grand Final in Why? 27. How is the internet used to support Holden s marketing campaign? Review and Reflection 28. What do marketing teams monitor once a marketing campaign is in flight? 29. What is globalisation? 30. What has been the impact of reduced tariffs on imported vehicles according to Phil Brooks? 31. Why is Holden more easily able to export products now? 32. Provide two reasons why the Middle East is such a good market for Holden s products. 7

8 After Viewing the Program 1. Group Work In small groups compare the marketing campaigns of the main vehicles that would be competitors to the Holden Commodore, such as the Falcon range, Mitsubishi 380 and Toyota s Aurion... Compare the following points: a) The types of media used b) The ranges of vehicles that are available c) Survey public recognition/awareness of the brands d) Sales figures for the respective vehicles Then form opinions as to the most effectively marketed product in this group. 2. Market a school based product Perhaps there is an event coming up such as a school production? Or perhaps the woodwork, food technology or textiles students make products that could be sold? Then offer the class services to assist in the marketing of these products. Students could do a range of activities such as: a) As a class discuss the range of marketing methods that can be used. Advertising can be done in print through school newsletters, or in posters. Perhaps something could be put on the school web-site or intranet? Publicity is great (and free!). Maybe local newspapers would run a story for you? b) Interview the owners/manufacturers/organisers of the product what is their marketing budget? What volume of sales would they like to see? c) Interview the target market about what they would like to see in the product and their price tolerances. d) Create 3 alternative marketing ideas for the customer to choose from. These should be outlined with the type of media to be used, the cost and the benefits clearly outlined. e) Complete the project. Once the customer has selected the marketing that they prefer, complete the project by creating the advertisements required. 8