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Aveiro Auto-motive’s Marcelo DB

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Institutional Affiliation

AVEIRO AUTOMOTIVE’S MARCELO DB

Introduction

Aveiro Automotive is a new player in the automotive industry and with their latest model of vehicle the Marcelo DB they are expected to take over the market with proper marketing. This is because the Marcelo DB has been designed carefully to solve some pressing issues that have been experienced with the use of most vehicles on roads today. Marcelo DB being a relatively new product, is meant to give customer more value for their money, enjoy their travels without worrying of the cost of fueling the vehicle and most importantly encouraging sustainability due to its ability to use green forms of energy.

Description of the Product and its main characteristics

Marcelo DB utilizes the latest technology in the energy industry. The vehicle runs on an engine that is powered by a number of batteries and these are not any other batteries but the lithium ion batteries. What makes this product different from any other by General Motors (Chevrolet) or Volkswagen is the ability of this car to charge the lithium ion batteries with solar power. In absence of the sunshine then the battery can alternatively be charged by electricity to cater for the winter seasons.

Marcelo DB was engineered by people who had the sustainability of the earth in mind, not only will this characteristic give the organization a competitive advantage but it will help preserve the environment. The issues of global warming has been pressing and many organizations including China and the United States of America are being pressured to reduce their carbon (IV) oxide emission levels. It is difficult to achieve this when you have millions of vehicles running on gasoline on major cities every single day. Global warming is real and its effects are already being felt, but with Marcelo DB, now worries about carbon emissions.

It is also estimated that the world’s oil reserve especially in the Middle East are running low and will be depleted very soon. This will push the prices of crude oil up the roofs and crude oil products such as gasoline, petrol, diesel, and gas will be expensive as well. This will make maintain a car very expensive because most vehicles operate on gasoline. One will not have to worry about gas prices when they have the new Marcelo DB and this is because they run on solar energy powered batteries that power the engine of the car. Remember, in the absence of the sun then the batteries can be charged through electricity ensuring that users will never be stranded during the winter.

The final characteristic of the vehicle is the ease in parking the car. The latest technology has allowed the engineers of the Marcelo DB to have a flexible chassis that has allowed the fixing of wheels that can rotate sideways by 360 degrees. The rear wheels can move closer to the front wheels and the rear part of the vehicle be lifted at some angle by hydraulics. This makes it easier for the vehicle to park in tight spots and move in any direction while parking.

A profile of the Audience

The product has been designed to target the middle and first class earners all over the world. With the help of the various governments it is expected that penetration will be easier into various countries. The reason behind this is that there is need to change how people commute from one place to another with minimal damage to the environment in terms of pollution. Apart from targeting the general public, the organization will also target the sports personalities. The new Marcelo DB lax is a sports car brand designed to impress those who love speed and luxury and money is not an issue. This brand of car will be custom made to suit the needs of the client requesting it and it will compete in the same level as Lamborghini, Ferrari, and Bugatti.

China is also a major target considering its large population and its high carbon emission levels. Cities like Beijing will be highly targeted because the cars can easily be parked hence easing the issue of congestion in the city. The United States of America is also not any different, the cities of Los Angeles, New York and Washington have traffic and parking issues. The ease at which the Marcelo DB can maneuver and with its small size, there will be significant drop in traffic and parking problems.

The product will also target Africa and Middle East because these are areas where they are likely to serve the people more efficiently. The sun in Africa and in the Middle East will be an excellent source for the lithium ion batteries running the engine. Since countries in these continents have low carbon emissions, it is prudent to maintain these low emissions, by getting rid of gasoline vehicles and replacing them with the green and more sustainable Marcelo DT.

Establishing Credibility

In order to establish credibility, shows will be made on television programs that are watched globally such as the National Geographic channel. Having one of their journalists come and have an interview with the engineers of the product and also testing the car they can confirm that the characteristics described about the car are not just silver coating but the reality. They are what gives the product a competitive advantage in the market. Most importantly the public will be allowed to participate and also see for themselves what the Marcelo DB can do. This will be accomplished through shows that will be conducted in the target countries (Baker, & Sinkula, 2015)

Appropriate Channels for delivering Message to each Audience

Digital media will be very crucial in reaching most individuals globally considering that access of internet is now possible nearly everywhere in the world. Uploading videos on YouTube and utilizing other social media platforms such as Facebook, Twitter, Pinterest and LinkedIn will make the product known even to the remotest village on earth. As much as this form of message delivery will be very effective in the United States and many other countries, in China the organization will need to use traditional media. Putting advertisements on China’s largest television network CCTV will ensure that the product reaches the Chinese market more effectively (Olsen, Slotegraaf, & Chandukala, 2014).

Why the Channels were selected

Digital media is the best channel because it can easily be accessed by anyone regardless of the location and at the same time it is cost effective. Unlike traditional media, (television, newspaper and radios) which are quiet expensive especially on television. Advertisements over the internet can be preserved and be viewed again later unlike those on traditional media. They can also be sent to ensure that they even reach more and more people simply because those who receive them can share them as well to those they know. This means that the message will spread as fast as possible in countries where internet is accessible and there is no restrictions to use of social media.

The use of traditional media cannot be deemed as ineffective and this is because there are groups of individuals who do not believe what they see on the internet. In order to reach such a market then traditional media comes in handy, newspapers will be very essential and so will advertisements on television networks. Communication channels are very essential in increasing awareness and conveying the knowledge that the public needs in order to know more about the product. This will increase market share in the long run and make the product sales soar (Agrawal, Atasu, & Van Ittersum, 2015).

References

Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.

Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.

Baker, W. E., & Sinkula, J. M. (2015). Market Orientation and Organizational Performance: A New Product Paradox?. In Creating and Delivering Value in Marketing (pp. 254-254). Springer International Publishing.

Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green claims and message frames: how green new products change brand attitude. Journal of Marketing, 78(5), 119-137.

Agrawal, V. V., Atasu, A., & Van Ittersum, K. (2015). Remanufacturing, third-party competition, and consumers' perceived value of new products. Management Science, 61(1), 60-72.