1. Running head: PROMOTIONAL AND ADVERTISING STRATEGIES 1
Promotional and Advertising Strategies
Latianna Wilson
Strayer University
Dr. James Batie
August 28, 2015

2. PROMOTIONAL AND ADVERTISING STRATEGIES 2
Promotional and Advertising Strategies
Introduction
Situated in the United States, General Motors is a multinational Company that focuses on
designing, manufacturing, displaying, and distributing vehicles services all through the globe. It
has ten brands to its name and these incorporate mainstream brands like Chevrolet, GMC, Opel,
Cadillac, and Holden, which are produced in thirty-seven countries. The company as
incorporated in 1908 (General Motors Corporation, 2014). The Volkswagen Group with its base
in Wolfsburg, Germany is one of the world's largest automobile vehicles producers and the
biggest carmaker in Europe. It is positioned the second most prominent amongst the primary car
organizations, after the General Motors. It outlines and produces personal and business vehicles,
turbo machinery, motorcycles, and engines (Volkswagen, 2014).
The organization has its operations in pretty nearly 150 Nations and operates 100
manufacturing facilities in over 27 countries. The group markets passenger vehicles under
Bentley, Audi, Porsche, Lamborghini, SEAT, Volkswagen Marques, and Skoda. Motorcycles in
terms Ducati brand while in commercial vehicles it sells under Scania, MAN, Volkswagen
Commercial Vehicles Marques, and Neoplan. The net worth of Volkswagen is $446.92B and
employs 572,000 employees in all its manufacturing locations (Volkswagen, 2014).
Promotional Strategies
For almost a century, General Motors has been basic in the automotive business since its
incorporation. The organization has methods of the insight that exemplify its culture, customer
focus, and product magnificence. General Motors operates in four primary markets. These are
Latin America, Asia Pacific, North America, and Europe (General Motors Corporation, 2014).
The method that organizations pick can characterize its prosperity and the way it maintains its

3. PROMOTIONAL AND ADVERTISING STRATEGIES 3
objectives over time. For GM, there have been various moves throughout the years. In the later
past, the organization has energetically held onto online networking as one of its key promoting
methodologies. Online networking has been ascribed to the increment in the business volume for
GM. Moreover, this is even as other car organizations, for example, Toyota, Volkswagen, and
Ford are accounted for to have encountered a drop in their deals. Moreover, as a feature of its
methodology to adjust its outline, designing, and retail operations in a solitary worldwide entity,
GM has thought of another vision and correspondence platform for its Chevrolet image branded
as “find new roads” (General Motors Corporation, 2014). The organization respects the
foundation of this new platform as the correct thing to reach to their customers. The fundamental
point of developing the platform is to make it the foundation for the brand, which is right now
making new products and innovations that will be sold in more than 140 countries around the
world. GM hopes to restore its image uniqueness through this activity (General Motors
Corporation, 2014).
What's more, GM is as well encouraging the utilization of innovation and, besides,
superb asset administration trying to influence its strategy. Other marketing techniques utilized
by the organization incorporate business improvement, product advancement, market entrance,
retrenchment, and reorganization. On the other hand, Volkswagen's business rationality is
concerned with the procurement of persevering quality, imaginative, and responsible for
customers around the world. The brand of the organization communicates unwavering reliability,
quality, and top building abilities. The fundamental promotional procedures utilized by
Volkswagen focuses on consumer loyalty and satisfaction, structuring of group sales, and
proficient remarketing. Consumer satisfaction is the most organized quest for the organization,

4. PROMOTIONAL AND ADVERTISING STRATEGIES 4
and this is fundamental because its business activities are continuously determined by the
objective of improving customer fulfillment.
The Audi brand, for the occasion, is a primary illustration of Volkswagen's endeavor to
meet customer satisfaction. The structuring of sales is based on a multi-brand structure for all the
organization's brands. The corporation, as a rule, rebuilds its leading group of management sales
division keeping in mind the end goal to upgrade its cross-image deals volume. In 2009, the
organization proceeded to engage merchants into the organization's data innovation framework
with the point of utilizing its collaborations and encouraging the quick trade of information
among distinctive stakeholders (Volkswagen, 2014). The organization's distribution system
methodology is centered on promoting a cozy relationship between the organization and its
merchants and in addition to accomplishing high productivity. In the long-term development
procedure, the organization likewise adequately advertises it's new used vehicles.
Besides, Volkswagen utilizes consistent reviews to get a point of view of what the clients
pay special mind to when obtaining used autos. In this way, while the General Motors broadly
employs the online networking to advance its brands, Volkswagen does not. In any case, both
organizations use client-oriented methodologies and attempt to guarantee that the needs of their
customers are adequately met (Volkswagen, 2014).
Marketing Information
Techniques of differentiation are typically very basic for some business entities, and they
are frequently suitable when an organization embarks to address assorted issues and
requirements of distinctive customers through an institutionalized product. It is along these lines
imperative for efficient car organizations, for example, General Motors and Volkswagen to

5. PROMOTIONAL AND ADVERTISING STRATEGIES 5
survey the needs and practices of consumers in the business with the goal that they can
appropriately set up the preferences of their group of customers.
The market information is extremely crucial in differentiating products that are essential
for any organization trying to acquire an aggressive edge (Kurtz & Boone, 2011). A company,
for example, General Motors or Volkswagen can use the business information it has gathered in
joining one or more components that are requested by their customers into their products. They
can do this with the goal of pulling in more customers to buy their products as opposed to
purchasing from the broad exhibit of brands sold by their rivals. Thus, this makes it sure that an
organization can only increase its competitive advantage if buyers in the business turn out to be
emphatically attracted to the characteristics of the brand that the group is putting forth. By
getting to and utilizing relevant marketing information, an organization in the car business can
effectively differentiate its items. Besides, it can even command a premium cost for its offerings
henceforth pick up a more prominent customer loyalty to its items (Kurtz & Boone, 2011).
Consumer-Oriented Promotions
Consumer-oriented promotions involve the offering of a particular value, discount, or
motivation for clients in the event that they decide to buy individual items offered by an
organization (Kurtz & Boone, 2011). There are various consumer-oriented promotions including
sweepstakes, premium, sampling, challenges, rebates, refunds, couponing, bonus packs, and
price-offs. Such marketing techniques target customers with the goal of motivating them to buy
particular items, consequently boosting deals. What's more, consumer-oriented promotions are
likewise aimed at empowering the buyers to spare cash to hold them and make them return
(Kurtz & Boone, 2011).

6. PROMOTIONAL AND ADVERTISING STRATEGIES 6
An organization in the automobile industry, for example, General Motors or Volkswagen
can use consumer-oriented advancements in both the short-run and long-keep. It can do this with
the goal of urging clients to buy their brands furthermore hold them and ensure their return by
offering them coupons, henceforth helping them to spare cash. Consumer-oriented arrangements
can empower organizations in the vehicle business to improve the unwaveringness of their
customers to their brands both in the short-term and long haul (Kurtz & Boone, 2011).
Pricing
As the leading vehicle body in the car business, General Motors has embraced key
method for successfully pricing its products and items. Commonly, General Motors has utilized
different pricing strategies to increase its market share and accomplish its set target rates of
return through deals. In General Motors, retail costs are resolved through undertaking property
exhibits. Members can then make a correlation of the target vehicles with a sister or comparative
General Motor vehicles alongside the values set for relative vehicles by opponent organizations
in the business. In this activity, participants typically attempt surveys of each vehicle, rank every
vehicle as indicated by the tastes and inclinations. Moreover, they can finish a pricing activity,
which is utilized as a part of assessing the relative qualities of every vehicle. The data picked up
from this activity helps General Motors to evaluate the market share at distinctive prices in the
market (General Motors Corporation, 2014).
For different organizations in the car business to differentiate their commodities and
increase an aggressive edge, they must choose between limited options. In light of this, they will
create excitement and enthusiasm about their products and unique qualities that speak to
distinctive clients furthermore set social, moral, and ideological goals within their methods. By
sparking off interest and excitement concerning their items, different organizations within the car

7. PROMOTIONAL AND ADVERTISING STRATEGIES 7
business can undoubtedly differentiate their products consequently build their sales volume.
Besides, setting social, moral, and ideological targets can put enormous numbers of these
organizations in better positions as far as setting needs and building up more client-focused
procedures, to acquire an aggressive edge (General Motors Corporation, 2014).
Effective Advertising Medium
The car business has been placed top among the most lucrative endeavors globally today.
Also, a hefty portion of its adverts showing up on TVs, billboards, radios, magazines, daily
papers, and also in the online networking sites. Some of these ads also result in the form of
emails or letters. In that capacity, promotions can be found in each place since that they are
exceptionally crucial to an organization's survival particularly in the competitive markets. It is
critical for any organization to publicize its brands as this can help the clients become aware of
them (Hackley, 2005).
Numerous organizations today are going online given the increment in social networking
sites, for example, Facebook and Groupon. They aid in pulling more activity to the sites of many
organizations. However, there is a variety of individuals who still utilize televisions, radios, print
media, and billboards to acquire information. In the vehicle industry, online promotions have
turned into the best medium since they open up new frontiers. Doing promotion over the web is a
practical and a more broadened option that automotive organizations can use to proliferate
information to a substantial number of individuals or segments over the world. Another favorable
position of web promotions is the way that they give a visual representation of the items being
promoted (Hackley, 2005).
Numerous organizations look for the best and less costly publicizing systems with a
particular end goal to cut on expenses and still market their brands adequately. For such

8. PROMOTIONAL AND ADVERTISING STRATEGIES 8
organizations, the fundamental point is to make the most out of the adverts. The modest,
accessible method for promoting gives these organizations an extensive variety of choices to
choose from despite the fact that they are dealing with a financial plan diet. In the meantime,
these options offer the organizations significant profits for their speculations. Other than
publicizing over the web, different routines are for the most part cheap and robust (Hackley,
2005).
Outlining and utilizing fliers to promote car items is basic as well as cheap, and
henceforth it is an awesome method for spreading information concerning a particular
organization. Organizations that need to utilize fliers as the viable promoting apparatuses may
need to offer incentives or rebates to their clients. Utilizing fliers for advertisement is likewise a
casual means through which organizations can track the quantity of customers purchasing their
products or brands. Moreover, numerous organizations cooperate and collaborate with one
another every day because this is a compelling method for contacting new clients furthermore
cutting on ad costs. Therefore, this is a high ramification of the way that through association with
one another, organizations can save money by promoting expenses and at the same time expand
their exposure to the clients (Hackley, 2005).
In an examination of the distinctive promotions media, the web emerges as the best and
financially well-informed method for promoting because it is cheap as well as simple to use.
Despite the fact that fliers and corporate joining forces are likewise low-cost and compelling,
advertising through the web has a tendency to be better since it contacts scores of individuals on
a global scale. Additionally, the internet publicizing is also a simple and speedier means for
organizations to track the advancement of their products as well as assess their business volume
(Hackley, 2005).

9. PROMOTIONAL AND ADVERTISING STRATEGIES 9
References
General Motors Corporation. (2014). Annual report. Detroit, Mich: The Corporation.
Hackley, C. E. (2005). Advertising and promotion: Communicating brands. London: SAGE
Publications.
Kurtz, D. L., & Boone, L. E. (2011). Contemporary business. Hoboken, N.J: Wiley.
Volkswagen. (2014). Volkswagen. Annual report 2010. Wolfsburg, Germany: Volkswagen AG.

10. PROMOTIONAL AND ADVERTISING STRATEGIES 9
References
General Motors Corporation. (2014). Annual report. Detroit, Mich: The Corporation.
Hackley, C. E. (2005). Advertising and promotion: Communicating brands. London: SAGE
Publications.
Kurtz, D. L., & Boone, L. E. (2011). Contemporary business. Hoboken, N.J: Wiley.
Volkswagen. (2014). Volkswagen. Annual report 2010. Wolfsburg, Germany: Volkswagen AG.