Instructions: This is an individual assignment.

Total Marks: 50 Marks

Task: MKTG1392 Marketing Communication Strategy Assignment

E-GO CARS

E-Go is a market entrant automotive brand manufacturing electric vehicles. A Swedish start-up, the company has been selling electric vehicles in Scandinavia for the past two years. E-Go describes itself as a smart, imaginative and contemporary organization that recognized the potential future demand for cost-efficient electric vehicles on a global scale. They offer three models: the E-1 which is an electric scooter for city commuters; the E-2 which is a two-seater electric equivalent to the Smart ‘Fortwo’ car brand; and the E-4 which is a four-seater model equivalent to the Hyundai i30 in size and features.

The E-Go vehicles have a number of impressive selling points, not least of which is their price. They are offered at the same price as their equivalent sized standard road vehicles, except for the E-2 which is 20% cheaper than the Smart car. When you purchase an E-Go you are purchasing a fast, quiet and fun driving experience that isn’t harmful to the environment. Indeed, the company has been quite vocal about its products’ positive contribution to climate change. Their current tagline ‘E-Go is Eco-logical’ has helped push its environmental message.

The E-Go vehicles each come with a wall charger for the home and stylish design features. What’s especially exciting is that the E-2 and E-4 are driverless ready – that is, as soon as governments approve driverless cars E-Go will enable the software that is already built into the cars. The software was created in partnership with Google. Voice control will enable quick commands: “E-Go take me to mum’s” or “EGo take me to the closest Indian restaurant with user review ratings of more than 4.4. And make a booking for 4 people for our expected arrival time.”

QUESTION ONE: SEGMENTATION, TARGETING, AND POSITIONING – 20 MARKS

Prepare your answer to this question as a brief strategic report to Ms. Green that contains the necessary insight and recommendations to the issues identified more specifically below. Your report is limited to 1200 words maximum. Point form, key headings, recommendations and other elements typically found in a business report are welcomed.

Determining an optimal target audience for the E-4 is going to be critical. Provide your recommendation and associated justification for the optimal target audience, taking into account the concept of segmentation contained in your studies. Which behaviouristic (brand loyalty) group do you believe would be most strategically desirable for E-Go’s primary target audience at launch. What other segmentation determinants could be blended with this audience to strengthen its validity?

QUESTION TWO: MKTG1392 Marketing Communication Strategy Assignment

CONSUMER BEHAVIOUR AND CREATIVE APPROACH – 15 MARKS

Prepare your answer to this question as a brief strategic report to Ms. Green that contains the necessary insight and recommendations to the issues identified more specifically below. Your report is limited to 900 words maximum.