OLYMPUS

MARKETING PLAN
Ventura motor company
 Case study

Ventura Motors makes midsized and luxury automobiles in the United States. Best Selling Models
include its basic four-door sedans (priced from $20,000 to $25,000) and two-door and four-door
luxury automobiles (priced from $40,000 to $55,000). The success of two-seat sports cars like the
Mazda RX-8 started the company evaluating the market for a two-seat sports car priced midway
between the moderate and luxury market. Research found that there was indeed significant
demand and that Ventura needed to act quickly to take advantage of this market opportunity.
 Case study

Ventura took the platform of the car from a popular model in its moderate line, borrowing the internal design from
its luxury line. The car was designed, engineered, and produced in just over two years, but the coordination neede
to bring the design together resulted in higher than anticipated costs. The price for this two-seat car, the Olympus
was set at $32,000. Dealers were anxious to take delivery on the car, and salespeople were well trained on
techniques to sell this new model. However, initial sales have been slow, and company executives are surprised
and concerned. The Olympus was introduced relatively quickly, made available at all Ventura dealers, priced
midway between luxury and moderate models, and advertised heavily since its introduction.
 11-4

Discussion
? What the main concern with the
Olympus two-door sports coupe ? Is
there a market for a two-seat, $32,000
sports car when the RX-8 sells for
significantly less?

? Evaluate the role of the marketing

mix in the Olympus introduction.

? What are some of the marketing

strategies auto manufactures use to
stimulate sales of certain makes of
automobiles?
OUR COMPANY
Ventura Motors is car manufacturer
produces midsized and luxury automobiles
in the United States. Best Selling Models
include its basic four-door sedans and two- MY OTHER CAR IS A
door and four-door luxury automobiles.
VENTURA
 OUR PPODUCTS

BASIC LUXURY 2 LUXURY 4 OLYMPUS

4-door sedans for family 2 door luxury 4 Door luxury 2 door sport coupe
automobile automobile

And still going produces!

 Case 1 (How To Obtain the Most Laverage of Selling
Olympus)

Olympus
Price of Olympus
Two Seat Sport
Selling price of Olympus two- Cars
door sports coupe $ 32.000 ,
higher Price than Mazda RX 8. Selecting a
platform of the car from a Target Market
popular model in its moderate (Segmentation) - (Income; High Income)
line, borrowing the internal - (Age ; (25- 40 yo)
design from its luxury line

A customer’s subjective assessment of benefits relative to costs

in determining the worth of a product
Product = Customer Value (customer needs and wants)
Price = Cost to Customer
 11-8

Case 2
The Marketing Mix:
Product, Price, Distribution, and Promotion
Marketing mix in the Olympus introduction.

Target
Market /
Customer
Statisfacti
on

Product

Ventura took the platform of the

car from a popular model in its
moderate line, borrowing the
internal design from its luxury line
Price
The price for this two-seat car, the
Olympus, set at $32,000 (Higher
than two-seat sports cars like the
Mazda RX-8
 Distribution

The Olympus was introduced

relatively quickly, made
available at all Ventura
dealers
Promotion

- Advertised heavily since its

introduction
- Salespeople were well trained
on techniques to sell this new
model
Case 3 (Marketing strategies to stimulates sales of automobiles)

Give Out Pre-loaded Gift Cards for Service Discounts

There are a few direct marketing companies out there that will mail plastic gift cards
that look and work exactly like what a customer would purchase. This is essentially a
new twist on a $25 off coupon. Of course, those without a minimum purchase amount have
the best response rates, which makes it much more like a genuine gift card. The mail piece
copy should highlight the value, such as: “Use this gift card for an oil change and pay
only $14 instead of the regular price of $39.”
Case 3 (Marketing strategies to stimulates sales of automobiles)

Send Out Press Releases

When it comes to marketing in the automotive industry, many small automotive
businesses can send out press releases. Press releases that link back to your website about
services, products, events and news are great ways to increase web visibility and traffic
through organic search and search engine optimization. Many of these press releases
aren’t written with the intent that they’ll get picked up by local news organizations,
although some of them do. Instead, their purpose is to be distributed through the web,
boosting keywords, sharing links, thus spreading site and brand visibility.
Case 3 (Marketing strategies to stimulates sales of automobiles)

Become a Hub for the Automotive Community

No matter if your company is a parts retailer, dealership or repair shop, you need to be
involved in the local automotive community. Hosting car club meets or a monthly
“Cars & Coffee”-type event is a great way to get key automotive influencers in the
community to come build a relationship with your brand. The people who come to these
kinds of events are not only your customers but they are also the trusted “car guy” (or
“car girl”) who all their friends turn to for recommendations on everything from tires
to what car dealership to buy from. Plus, through social media, you can increase the
reach of the event with photo contests and hashtags.
OUR TEAM

ZIRMA JULIANDA
39P19124

R. RIDHO ANJIKO
39P19169
 “This is a quote. Words full of wisdom that someone
important said and can make the reader get inspired.”

—Someone famous
 GRAZIE
Does anyone have any questions?

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