Answer to Question #257404 in Marketing for ankit

Question #257404

Kia Motors announced that it has opened its first digital showroom in India, moving towards providing digitized services to its customers. The showroom is located in Prabhadevi which is one of the busiest hubs of Mumbai and is equipped with 3D configurators with a digital catalogue, a Heritage Wall, Digital Spec Boards and a media wall. The showroom is designed to display Kia’s current product portfolio with 3D configuration. The 3D configurator zone in the facility enables the customers to customize and design their favorite Kia cars and witness their intricate details.The content displayed in the showroom is controlled directly by Kia India, providing greater transparency, a sense of security and reliability to the customers.

a) which type of targeting strategies is initiated by Kia Motors. Justify your reason.

b) In your opinion which segmentation strategy is adopted by Kia motors?

Expert's answer

a. The marketing strategy is collaboration as it gets the customers involved as well as their opinion is also incorporate in production.

b. The segmentation adopted by KIA is demographic as the company is targeting the financial hub in Mumbai and by doing so targets the rich and the middle income earners.

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