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PROJECT PURPOSE
Produce an integrated marketing communications campaign to promote A&S Global Alternator and Starter Reconditioning. A&S Global has over 25 years of experience in refurbishing car alternators. They refurbish genuine alternators and sell them for around 50% – 60% of the original price. These parts have 6 months warranty (brand new genuine alternators have 2-year warranty). They also sell brand new non-genuine car alternators (Chinese brands) which come with a 2-year warranty. A&S Global has over 1200 alternators and one of these units will fit most of the cars.

Refurbishing Process: Old alternators are sourced and before it goes to market, the faulty parts are replaced with new components. The alternator then goes through extensive quality control testing to ensure that it works. The alternator is then thoroughly washed. See below for the image of the refurbished alternator. (For most of us we can’t tell the difference between brand new alternators and refurbished alternators. However, most mechanics would be able to recognise the difference between the two units.)
Format as exemplar 3
Activity 1
Industry:
Automotive industry
benefits of products:
The product is vital to a car’s performance. It works with the battery to provide power to the electric components of a vehicle including the spark plug, without this a car cannot run.
Target Audience: demographics, opinions of company,business to business:
Automobile body repair shops that seek to provide their consumers with a variety of high quality alternators with long-term warranty. Also, to provide consumers who are price cautious with chinese alternator that has the same performance and warranty yet cheaper.
Communication problem or opportunity facing the brand/product:
Discussing with proper details about the issues with the car to the professional and gathering sufficient knowledge from them to understand the process of resolving the issue to avoid any miscommunications.
Activity 2
DESCRIBE YOUR TARGET MARKET

THEIR DEMOGRAPHICS
(Discuss only 3 descriptors)
The product is targeted at the automotive industry, aimed at mechanics and auto repair shops. The product is targeted at medium sized businesses to ensure that the demand can be met with the current rate of supply. Aimed at businesses in the suburbs of busy cities, not rural for a higher rate of exposure.
THEIR ACTIVITIES
The activities of the target market mainly focus on the development of vehicles, repair of service of vehicles and vehicle parts manufacturing. These activities build the progress of the businesses to operate and perform well for consumers.

THEIR INTEREST
The main interests include development of new professional skills to assist in the business, new equipment for provision of more service and better quality service provision with overall performance of the business.
THEIR OPINIONS
The main opinions include to perform well in the market as a business, is to intake more services, activities and equipment for the business to portray more and market it’s capability in the industry.

THEIR PURCHASE BEHAVIOUR
(Discuss only 3)

THEIR MEDIA HABITS (Discuss only 3)

Activity 3

IDENTIFY AND DISCUSS UNIQUE, STRONG AND FAVOURABLE “ATTRIBUTE OR BENEFIT” OF YOUR PRODUCT

One strong and favourable attribute of the product is the attentive price that is offered due to the companies refurbishing of second hand alternators which allows for mechanics and auto repair shops to offer a cheaper alternative to consumers while still maximising profit
USE ABOVE “ATTRIBUTE OR BENEFIT” TO CREATE YOUR POSITIONING STRATEGY

To showcase the attribute, developing a slogan based on the pricing or an advertisement that represents the theme of the idea will provide a more clear understanding of what the business has to offer.

Type Of Service: Academic paper writing
Type of Assignment: Coursework
Subject: Marketing
Pages / word: 2/550
Number of sources: 0
Academic Level: Sophomore(College 2nd year)
Paper format: MLA
Line Spacing: Double
Language style: UK English

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