Consumer Behavior Week 6 You Decide

Introduction

Buzz marketing is selective marketing aimed at a specific target market and designed to be unique and personal to the consumer and feel more like a personal conversation instead of just a professional advertisement. Ideally, the in-the-know consumers that the buzz marketing is directed towards will willingly and eagerly begin word-of-mouth marketing by sharing their newly discovered knowledge with their peers.

Using Current Aero Customer Base

Aero is a company somewhat unknown in the US, due to the fact that the current Aero car is a luxury vehicle that isn’t very affordable. However, now Aero has an affordable car that will be able to be competitive in the US market. The selected target market will be the current owners of the luxury Aero vehicle in the US because they are already familiar with the brand name and they will be excited to share the news of a more affordable edition of the brand of vehicle they already have a taste for.

Pros

The consumers will be excited to share their information of the new product with their peers.

They will feel important to be part of a very select group of elite consumers.

The current customers of Aero are very devoted and loyal customers and they already have clubs and associations which make owning one of their cars a social status thing.

Cons

The advertising does not reach a large amount of people.

The people that already own the luxury Aero vehicle are in a higher societal class than the people that would typically buy this new cheaper compact car.

Using Aero’s Technology Advantage

Aero has access to the leading market technology that has allowed them to build a compact car in the $15,000-$20,000 range. This will enable them to be able to compete with the top selling brands already established in the US such as Honda, Chevrolet, Ford, and Toyota.

Media Selection Plan

Aero could do something similar to what Ford did when they launched...