3.0 Marketing Strategy: 3.1 Mission

3.
0 Marketing Strategy
The key marketing strategy is focussing on safety first along with comfort and
luxury. The Volvo’s market share in the United States is growing at the rate of
18.1 percent depicting that it’s growing by leaps and bounds in the premium
segment of cars. It is designed for the elite segment focussing on luxury.
3.1 Mission
“To create the safest, most exciting luxury car experience for modern
families”.To augment the stakeholder value by promising the most luxurious
experience taking advantage of the macro economic developments minimising
the risks.
3.2 Marketing objectives

 Redefining the traditional marketing practices to Volvo Way to Market
 Focus on digital leadership
 To promote one auto car show , i.e. , Volvo car show
 To ensure that service is personalised i.e. every customer gets a personal
technician.
 To promote the brand by means of satisfied customers while cutting down
the advertising costs
3.3 Financial objectives

 To maintain a strong profit level
 To achieve a double digit growth rate in all the geographical markets
 To improve the planned assets by 50%
3.4 Target Markets

The major targets are the western markets, China and the US that are considered
as the home markets and apart from these the Asia Pacific Markets. The overall
sales were supported by a double digit growth in two of the three home markets
– the US and the China. In 2016,534,332 cars were sold in more than 100
countries. Further it’s main targets are Sweden and other developed nations as
there the accessibility, awareness and affordability is present. In India it started
off with 16 showrooms at metros and it is planning to expand to other Tier I and
Tier II cities as well.
3.5 Positioning
The Volvo S90 has portrayed itself as an art of creation. They want the product
to be cool and smart looking. The powerful body and shoulder line coupled with
classic wooden interiors as a Volvo hallmark, expresses the car’s objective.
Further the legroom and the interiors justify the same. It positioned itself as the
safest car in the premium range with high control.
3.6 Segmentation
Being a luxury car, it focuses on the luxury segment to the customers who
would like to bet on comfort and luxury. It’s main target audience are the elite
class of the society who want to associate themselves with Volvo.
4.0 Marketing Tactics

The single objective of the marketing program is to position itself as the number
one in the luxury sedan market in the homeland market as well as the
international market. The marketing program will seek to increase the market
penetration with increasing marketing budget. Increase the number of marketing
channels to establish digital leadership. Further it plans to provide personalised
experience to the customers.
4.1 Product
Most of the Volvo’s products are developed for the affluent community ensuring
that the profit margins are high despite the comparatively less sales in the auto
segment. Further it has invested huge investments in refining it’s products
improving the precision and control. It’s objective is to eliminate any deaths by
car accidents by 2020 to the Volvo customers. The rich 90 experience as a
pioneer in the automobile segment provides Volvo an added advantage.
4.2 Pricing
This differs from country to country on par with it’s competitors prices. For
example in India it’s launched at 53.5 Lakhs whereas in the US it’s about
$54000 (38 Lakh).Because of the advantage of selling directly, the profit
margins are higher.
4.3 Distribution
For the first time in Volvo car segments, S90 has been made available through
online ordering. Upon delivery all the car’s settings such as radio stations and
software apps, can be configured based on the owner’s personal preferences.
However in India where after sales and services is given more importance, less
than 16 showrooms is a demerit.
4.4 Communications
The message that Volvo seeks to communicate is that it offers the safest car in
the premium segment and emphasizes on constant support to customers. In
order to justify the same it organises the Volvo car show that gradually has
replaced Auto car show. It focuses on digital leadership and identified the major
elements of it namely the digital commerce, industry leading configurator and
an industry leading website. Further it highlights on internal communication as
well as it fosters better environment in the organisation.
4.5 Marketing Research

It constantly seeks the feedback of the customers and tests them properly before
launching that helps in the improvement of existing designs. Further it aims at
creating sustainable products that withstand the test of time in the present
scenario where the customers and markets are ever changing and subjected to
cut throat competition.

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3.

3.2 Marketing objectives

3.3 Financial objectives

3.4 Target Markets

4.0 Marketing Tactics

4.5 Marketing Research

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