The assessment for this module is an End Course Assessment (ECA) Essay

The assessment for this module is an End Course appraisal (ECA) constituting report based on the mini case study - Essay ExampleThis failure tooshie have a pro raise negative impact on the brand equity of the parent or corporate brand. The second positive application of this strategy deals with the addition of a newborn brand in the brand portfolio of the parent fraternity. This step gives a fresh outlook to the corporate brand portfolio and enables it to nurture a Star. This strategy, excessively gives some breathing space to the aging brands of the corporation, thereby extending the lifecycle of the entire brand portfolio. lets analyze the marketing strategy of MINI on pertinent dimensions 4Ps Framework The marketing mix or 4Ps, as they are called, reflects the important strategies of the organization regarding the product, price, promotion, and place (Fill, 2009). Product The product nether consideration is the MINI car, which launched its new model in 2001. In addition to th is model the smart set has the pursual brands of cars New MINI, MINI One, MINI Cooper, Cooper S, Cooper D, MINI Convertible, MINI Clubman and MINI Countryman. Price The price method used by the company to appraise its cars is value-based pricing. This method of pricing is consistent with the severe brand equity of the car. Since the car is a symbol of a specific kind of lifestyle, therefore it carries Brobdingnagian value for the followers of this kind of lifestyle. These followers are willing to give extra when it comes to expressing their peculiar lifestyle. This makes MINI exclusive and inaccessible to e rattling car buyer. Promotion Industry followers have always found MINIs marketing stir ups to be very(prenominal) innovative, lively and peculiar. These attributes make these campaigns very successful. When MINI launched its new 2001 model, it employed adventure campaigns to enhance brand awareness. This campaign had at its core the concept of buzz marketing. By the use of this concept the company amplified its core association of Excitement, Uniqueness and Fun. Through this campaign the company very successfully raised the level of awareness of its brand, and created a word of mouth effect among its customer community. This campaign employed both traditional and contemporary marketing tools and tactics, for instance media houses were brought into this campaign, print and online advertising was done along with promotional material being planted in hot spots(important public centers). Through Bondage fetich leather, the company extended its adventurous and likely nature. In this entire promotional campaign the company shut upd its target audience and fan community. The company employed methods which led to their (audience and community) participation. In this endeavor the company also made use of digital community forums like social networking sites e.g. Face Book, Twitter, YouTube. One odd method used in this endeavor was MINI Space, which brought together the MINI community. This community used to engage in online conversations in the form of threads, to communicate their opinions about the car. Direct marketing tools like emails and instant messages were also used. A unique king of email was sent to customers, containing a game in it. This mail was very