Tutorial 9 E-Learning (Mini USA)

How market research is important for Mini USA and what benefits have it brought for them?

Marketing research is important for Mini USA because:

1)    It helps them to determine their target market

a.     Enable to tailor their marketing communications to appeal to their perspective buyers in an interesting way.

b.    To understand the different demographics of the market, they brought their cars out to find out the public’s view of their cars. They realised that their target market share the same traits – individuals who enjoy personal success, tech-savy, know exactly what they want and they want it ASAP.

c.     This helps them determine the right marketing message and channels to bring across their offerings to consumers. This led to an increase in customers’ responses.

2)    It helps them determine what their competitors are doing

a.     They learnt from their competitors focus on “Driving”; however, Mini USA revamped that culture into “Motoring” to differentiate themselves from their competition.

b.    Mini USA focused on “Motoring” into their integrated marketing strategies such as into their:

                                                         i.     Book of Motoring

                                                         ii.     Magazine and print ads

                                                         iii.     Campaign

3)    Understand what their customers want

a.     They provided customization and personalization, calling is YOU-ify

b.    This increase customer satisfaction, creating more customer loyalty and retention.

Benefits:

1)    During their prelaunch campaign, 150,000 people registered

2)    Huge increase in sales

3)    Customer loyalty and Retention

xoxo
Team 3