Mini Usa: Finding a New Advertising Agency
MINI USA: Finding a New Advertising Agency PURPOSE This recommends MINI USA to find the characteristics of a new advertising agency in order to a marketing success - Mini Usa: Finding a New Advertising Agency introduction. BACKGROUND After 5 years working with SRR Mini have to find a new agency as SRR have take the account of a competing German automobile manufacturer.
Mini is included in the BMW Group, but the have their own division for the Mini an all the models thet produce, as Mini communications have been totally different that BMW have done, MINI have been a brand that have worked with very creative advertising that really worked, and have experienced all types of creations in traditional advertising and nontraditional, as they have to fade a change in the agency they must choose the appropriate one, they do not want the potential customers to lose the purchase intent and make the product begging the decline product life.
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Also MINI USA have to prove in the next campaign that they were not lucky and they are really working really well and can improve the sales. RECOMMENDATION This recommends Mini USA to look for a creative full-service agency that has enough size and background to know all the national market in order to generate new advertising that can fulfill their marketing plans in a satisfactory manner by creating new interest among potential consumers and to continue to grow in sales. RATIONALE 1. MINI is in need of a full-service advertising agency,
Creativity is one of the facts that made the MINI really successful, not only the advertising but also the design of the car, creativity is something that always have to go with MINI but they also need an agency that can be involve in all the process necessary to achieve their goals and create a growth of the MINI feeling that customers and target audience have about MINI. A full-service agency can provide them supplies in advertising but also public relations and interactive media that is one of the fields in which MINI is expandable as the target audience are users of the new technologies.
From the SRR experience MINI have learned that as they have a very different product, especially from de design point of view they cannot make the same as the rest of the motoring market was doing in order they wanted to succeed. 2. The market is willing to accept a new growth. In the first half of 2012 in the U. S. auto sales rose 13. 3% from a year earlier, indicating that the market is receptive to this kind of products after the recession in the world economy.
Find that the MINI brand was positioned in September 2012 as the 27th best-selling brand in the U. S. positioning itself before some key brands like Mitsubishi that lowered its sales by 17. 2%. (exhibit 1) 3. The new Agency has to deal with problems of desire an action. Mini is a very different type of car that will specially be sold in the cities as the size and the design of the car is not suitable for non urban areas. Even they have a good product they have to deal that Americans preferred Americans cars rather than one that is foreign.
So even if they are in top of the pyramid they still need to improve the communications in USA to deal with this problem. Even if the potential consumers have the desire, the problems of action also comes because the high price they have to deal with as they are position in a particular segment of the population that do not mind expending a higher amount of money in a car, this price also have to be high as the company is not interested to be part of the mainstream an either their costumers as the choose a car that is potentially customizable. . Ogilvy & Mather can be a good agency for MINI One Agency that may suit with the expectation MINI USA have about their advertising is Ogilvy & Mather, they define themselves as they work with two main purposes: creativity and effectiveness; they also have the experience to work with big brands. It is one of the biggest agencies in the world and Ogilvy will offer a full-service in terms of marketing, and it? s size makes them have knowledge of the national market from East to West coast.
Also Ogilvy & Mather have the different subsidiaries in terms they have some problem of communication or public relation, MINI USA have its own market but it is an international brand that have to take into account what it is being done in the other countries so an international agency have more possibilities to get this account. SUMMARY The election of a new agency for such an important product can be a difficult task, my recommendation will be to choose a big creative an full-service agency as Ogilvy & Mather to cross the barrier of desire and action in order to have better sales in the next years.