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MARKETING. Using sponsorship to increase brand awareness

Created by

GEMMA CLAVEROL FREIXA
GEMMA CLAVEROL FREIXA
Spain

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MARKETING. Using sponsorship to increase brand awareness

by GEMMA CLAVEROL FREIXA
1

communication strength market achieve purchase awareness demand customer strategy increase brand improve showcase key challenging share segment dealership audience

PART 1
market share in global markets is not easy , especially in a competitive such as luxury cars . Infiniti , the luxury car maker , is embarking on an aggressive global growth driven by new products , market expansion and a globally consistent image . Its innovative and marketing strategy aims to improve of the brand and highlight the superiority of its products .

PART 2
The luxury car is highly competitive . As Infiniti is a relatively new entrant into this market it required an innovative and creative marketing strategy to create global awareness of the brand and its brand promise . International marketing is the process of identifying and anticipating wants and needs across different national markets and then demonstrating how these requirements are being met . For Infiniti , Formula One is a element of this creative strategy to build global brand awareness .

To achieve its global growth plans , Infiniti required a high visibility platform to showcase the brand to its new markets . A marketing platform is a mass tool that allows a business to brand awareness and thereby lead consumers to its product . Partnering with Red Bull Racing and Sebastian Vettel provided Infiniti with the brand exposure it required on a global scale . Formula 1 racing has a global and is the perfect for high performance cars and technology . The fact that Sebastian Vettel , arguably the best driver in the world , wanted to help design a new luxury Infiniti model demonstrated the of the brand and its cars .

PART 3
A strategy is a plan that enables an organisation to its aims and objectives . For Infiniti , the key objectives of its marketing strategy are to brand awareness and increase in new and existing markets . In terms of market expansion , Infiniti's growth strategy focuses on countries where for luxury vehicles is high . For example China , Infiniti's fastest growing market , has a new opening every week .

 
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