Marketing


When the perfume will become a standard for dealers?

parfum
The title of the post wants to be quite provocative, but in itself the question is when the sensory marketing will be fully applicable even to the dealers? According to Richard Axel and Linda Buck, Nobel Prizes in Medicine in 2004, our brain, our “memory” can remember over 10,000 smells, while only 200 different colours. This statement in itself should make us reflect on the proper planning...

The Communication Plan of a dealer in the Business Plan

Comunication
This post deals with a technical aspect usually considered the “Cinderella” of the Business Plan, that is to say the Communication Plan. It minutely describes what will be the ordinary investments, eventually attempting to program the extraordinary ones, about all the allocated budget to this specific field. The Communication Plan is drawn up in collaboration with the commercial area, the marketing...

Pre-Reporting: Is it Lying?

prereporting
A post on one of my LinkedIn groups highlighted a concern that I have long held with pre-reporting units. Over the years I have struggled to understand the benefit to anyone for doing so. I remember as a Sales Manager for one of the OEM’s we would dread month end because it usually entailed phoning dealers to put pressure on them to capture sales cards on unsold vehicles in their stock. One divisional...

BMW conquering new markets…

BMW
The market recession is good for some. So it seems for the BMW market team and their product manager colleagues. BMW is targeting its marketing efforts at acquiring new customers who were previously typical of Audi. Throughout the Dolomite Super Ski area which involves 16 ski areas including Cortina and Alta Badia, there are advertisements for the permanent intelligent X-Drive all-wheel drive traction. Besides...

The Emperor Has No Clothes!

Emperor
The way the OEM’s operate their franchises leaves a lot to debate about. Having worked for both OEM’s and retail outlets, I have formed some strong opinions about how the OEM’s are conducting themselves of late. The relationship between the two used to be relatively simple: the manufacture designed and built cars and the retailer sold and serviced them. The control that the OEM had over an individual...