Diversifying Marketing Strategies for Rollin' Auto: Targeting
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Capella University *
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5416
Subject
Marketing
Date
Jun 12, 2024
Type
docx
Pages
8
Uploaded by CaptainDragonMaster1134
Justine Probert
FPX 5416- Consumer Insights
Angela Au
Capella University
November 2023
Executive Summary
Rollin’ Auto is a family owned auto maintenance service that my sister and I created this past year. It has become very popular and has caught the eye of investors looking to contribute to our success and help us continue growing. There is a demand for at home auto services, but in order to put together a persuasive presentation to these investors, we must do some in depth research. The problem that we are researching includes the fact that we are not marketing to a broad enough groups. We are looking to find out if this is a huge driver in the long-term success of out business. Is saving time and having convenience of auto repairs at your house a large enough driver in our business to every market segment? Rollin’ Auto may have spent too much time on one demographic instead of responding to a whole audience. “Advertisers have looked to customize the look and
feel of their message in accordance with the makeup of the targeted audience. There
has been a fair amount of research describing the portrayal of racial minorities in advertising. The customized approach seems to have been well received” (Richardson, 2012). The idea is to now work towards this untapped demographic, which can be offering smaller, less expensive services, and even offering car washing to the services menu to capture business from those with less extra income to spend.
Background to the Problem
Rollin’ Auto typically markets to the mid to upper class. These are the folks who purchase out service. They are the ones that have the extra money to pay for such a luxury service. Rollin’ Auto has not expanded past this group, and should diversify in order to grow our business. “The realization that ethnicity can/should be used as a valid and appropriate segmentation variable has been in place for over fifty years. This research will explore the issue of how a firm's diversity performance is featured as a component in their marketing plan” (Richardson, 2012). The need for marketing to a diverse group is apparent, and by doing so we must act on including different minorities in our advertising plans. For example, “Blacks have been shown to display more positive attitudes toward the advertisement and the product itself when Black models are portrayed. In addition, general (non-ethnic) audiences have shown to react positively to the increased incidence of Blacks in advertisements” (Richardson, 2012). Right now we do not have that type of diversity apparent, and a change will need to be made. We can also gain support from other demographics by becoming more inclusive in our marketing plan, including those who support groups and are allies. This is a way to help build brand loyalty.
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