Answer to Question #228337 in Marketing for Peter Masih

Question #228337
Bharat Motors has been selling the “Konard” brand of passenger cars in India for the last
60 years. Their car has been the leading car market share wise for the last 50 years. But,for the last 5 years the scenario has changed. Many multinational car companies have
entered the country and introduced highly fuel efficient, user friendly, & high performance
models in the country. The buyers have thus seen the market change from sellers to
buyers’ market. Spectacular product characteristics have become the rule of the day. Resultantly Konard has rapidly and constantly lost the market share. Realizing that the
company has no other alternative, they have tied up with a leading car company of Korea
and are now ready to launch an absolutely new and drastically improved version of the old
faithful Konard. Questions:
b. Suggest promotional tools which the company can use to help it develop a completely
new image for its product. (5 Marks)
Expert's answer


The four P(s) of marketing are product, price, location, and promotion. Besides, all four of these elements must be included in a successful marketing strategy. The purpose of promotion is to communicate the company's message to the general public. Therefore, the four basic promotion tools that the company could use to develop a complete new image of it's products are advertising, sales promotion, public relations, and direct marketing.

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