The assessment for this module is an End Course Assessment (ECA) Essay

The assessment for this module is an End Course Assessment (ECA) constituting report based on the miniskirt case study - Essay ExampleThis failure can have a profound negative impact on the distinguish equity of the get up or corporate brand. The second positive application of this strategy deals with the addition of a new brand in the brand portfolio of the p bent social club. This step gives a fresh outlook to the corporate brand portfolio and enables it to nurture a Star. This strategy, also gives some breathing space to the aging brands of the corporation, thereby extending the lifecycle of the entire brand portfolio. Lets analyze the marketing strategy of mini on pertinent dimensions 4Ps Framework The marketing mix or 4Ps, as they are called, reflects the important strategies of the organization regarding the product, price, promotion, and place (Fill, 2009). Product The product under consideration is the MINI railcar, which launched its new model in 2001. In addition to th is model the union has the following brands of cars New MINI, MINI One, MINI Cooper, Cooper S, Cooper D, MINI Convertible, MINI Clubman and MINI Countryman. Price The pricing method employ by the company to appraise its cars is value-based pricing. This method of pricing is consistent with the strong brand equity of the car. Since the car is a symbol of a specific kind of lifestyle, consequently it carries immense value for the followers of this kind of lifestyle. These followers are willing to give extra when it comes to expressing their peculiar lifestyle. This makes MINI exclusive and inaccessible to every car buyer. Promotion Industry followers have always found MINIs marketing operates to be very innovative, lively and peculiar. These attributes make these campaigns very successful. When MINI launched its new 2001 model, it employed adventure campaigns to enhance brand awareness. This campaign had at its nerve the concept of buzz marketing. By the use of this concept the c ompany amplified its core association of Excitement, Uniqueness and Fun. Through this campaign the company very successfully raised the level of awareness of its brand, and created a word of mouth effect among its customer community. This campaign employed both traditional and contemporary marketing tools and tactics, for instance media houses were brought into this campaign, print and online advertising was done along with promotional material being plant in hot spots(important public centers). Through Bondage Fetish leather, the company extended its adventurous and likely nature. In this entire promotional campaign the company engaged its target audience and fan community. The company employed methods which led to their (audience and community) participation. In this endeavor the company also made use of digital community forums like social networking sites e.g. Face Book, Twitter, YouTube. One unique method used in this endeavor was MINI Space, which brought together the MINI c ommunity. This community used to engage in online conversations in the form of threads, to communicate their opinions about the car. Direct marketing tools like e-mails and instant messages were also used. A unique king of email was sent to customers, containing a game in it. This mail was very