The article studies the integrated marketing communications in the automotive market using the example of OOO “Bogemia Novosibirsk” (“Skoda” official dealer). The analysis of the communication channels used by the car dealer made it possible to come to the conclusion about the use of traditional promotion tools for certain segments of the target audience in the individual information offer formation. The marketing communications program for the female target audience was developed in the form of an algorithm for the communication stages. The psychological profile of female consumers was compiled on the basis of a value system study that determines the choice of passenger cars by these buyers. The result of the analysis allowed us to conclude that integrated marketing communications are fundamentally different for the female audience segments - single and married. The main methods of attracting a female consumer in favor of a particular car dealership and shaping her reaction are provided by advertising, PR (including sponsorship), sales promotion and personal sales, which ensure synergistic effectiveness of actions to position the company in the passenger car market, and, accordingly, to draw attention to her. Regarding ways of promoting sales for the target segment of women, a set of possible incentives for the car dealership, focused on immediate and delayed effects, has been developed. The complex of the presented activities is associated with their differentiated significance for the target audience segments identified during the analysis. The named communications developed in the context of relationship marketing at the stage of female consumer behavior after the purchase are becoming especially relevant.
Research of Integrated Marketing Communications in the Automotive Market
Lect. Notes in Networks, Syst.
International Scientific Siberian Transport Forum ; 2021 May 11, 2021 - May 14, 2021
International Scientific Siberian Transport Forum TransSiberia - 2021 ; Chapter : 77 ; 698-706
2022-03-18
9 pages
Article/Chapter (Book)
Electronic Resource
English
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