Mini Cooper Cars: Overview Of Mini Cooper Automobiles (Essay Sample)

Mini Cooper Cars
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Mini Cooper Cars
1 Overview of Mini Cooper Automobiles
The automobile market has never failed to impress buyers with advanced, refined and new models. Ideally, mini cooper vehicles have kept the market updated with unique cars that have flawless quality, excellent driving dynamics and striking looks. Companies such as BMW, Peugeot, Toyota, Honda, Ford, Jaguar among others that manufacture mini cooper cars have been considered by family-oriented and fashion-minded buyers . The high-tech interiors and redefined exteriors of cooper mini cars has captured the attention of potential customers. Moreover, the impeccable engine performance, generous cabin space and breathtaking technological features have made mini coopers the auto of choice to numerous individuals globally.[Fraser, Clive. "Motoring: Mini Cooper S restoration (part 3)." Australian Medicine 27, no. 4A (2015): 34.]
2 Marketing Message
According to BMW, the Mini’s brand revived in 2001 when the group delivered their product to approximately 234,175 customers. The deliveries of mini coopers have kept growing annually from 2001 to date. Mini’s highly intuitive navigation system, parking assist with rain-sensing wipers increases customer’s preference to such automobiles. Customers like products that have better features and quality. Mini’s product has become universal in numerous countries. The product universality has increased the demand for mini coopers. However, such cars have unique ways of product differentiation from that of their competitors. Minis brings emotional value to its potential customers . For instance, the augmented value of mini coopers is triggered by the additional products which plays a critical role in adding value to the product. Mini cooper’s design, features, shape, technical characteristics has made it iconic product. Mini’s life cycle includes introduction, growth and maturity stages which have contributed towards mini’s branding strategy.[Simms, C. D., and Paul Trott. "The perceptions of the BMW Mini brand: The importance of historical associations and the development of a model." Journal of Product & Brand Management 15, no. 4 (2006): 228-238.]
3 Cooper Mini’s Growing Popularity
Promotional mix includes personal selling, advertising, sales promotion and publicity. Sponsorship and event marketing has increased mini cooper sales globally. Ideally, event marketing and sponsorship increases product popularity since it enables multiple people to identify the product and its features. Sponsorship will encourage more individuals to purchase mini cooper vehicles thus increasing company’s profitability. Notably, mini design makes it an economical car for numerous audiences . Therefore, mini coopers are affordable luxury vehicles as depicted in the table below[Sribnyak, Oxana. "Mini Cooper: Current Marketing Strategy, Digital Marketing Approach, the Brand & Ethical Values." Bulletin-Prague College Centre for Research and Interdisciplinary Studies 2012, no. 2 (2012): 41-52.]
Mini coopers remain as well differentiated vehicles since it matures through growth stages hence the car does not need price cuts to sell.
4 Product Placement
Product placement determines the marketability of the product. Mass media is widely utilized by mini when communicating to its potential clients. The branded message for a differentiated and branded product is imposed on the audience via the media. Moreover, the minis ads create a demand due to its outstanding design. The ads have been the best advertising strategy. It has pulled numerous clients to acquire mini cooper cars . Mini coopers are advertised through numerous platforms such as Facebook, Twitter, E-mails, websites, profiles among others. Such platforms allow the gathering of data of their users and communication to one another at a personal level. Mass media like BBC has also played a critical in advertisement of mini cooper cars. YouTube also can act as an ideal platform for making mini cooper product placement since multiple people can access such adverts irrespective of their geographical location.[Simms, C. D., and Paul Trott. "The perceptions of the BMW Mini brand: The importance of historical associations and the development of a model." Journal of Product & Brand Management 15, no. 4 (2006): 228-238.]
Furthermore, mini ads are evenly distributed in magazines, newspapers, on train stations, buildings etc. Mini also utilizes advertorials in aid of its brand advertising. For instance, Mini used FDS advertising in journal marketing where the organization offers to put brand stickers on mini cooper model . The mini marketing is ethical. Mini cooper’s brand has gained attention from numerous audiences globally.[Park, Jae Hee, and Sally J. McMillan. "Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)." Journal of Promotion Management (2017): 1-21.]
Product placements about mini coopers focuses on and promotes brand strengths; it creates customer awareness about such strengths by reinforcing and creating brand image . For instance, television adverts portray that mini coopers have[Sribnyak, Oxana. "Mini Cooper: Current Marketing Strategy, Digital Marketing Approach, the Brand & Ethical Values." Bulletin-Prague College Centre for Research and Interdisciplinary Studies 2012, no. 2 (2012): 41-52.]
* Unique image and design in audience’s mind.
* Fuel efficient
* Numerous customizable options available.
The usage of product placements requires technical expertise as well as internet technology. The mini cooper car firms should invest in product placements to increase their sales . Expenses on product placements guarantees a return on investment since it allows the organization to break-even within a shorter time.[Park, Jae Hee, and Sally J. McMillan. "Cultural Differences in Online Community Motivations: Expl...