Analysis companies : Automobile Industry Master : International Business Management and

Administration Edition : IMDGEI 11 (Group 1) Module : Strategies of International Marketing in Digital Era Professor : Helena Casas Members: Lachin Mammedov, Min Liu

Automobile Industry Digital Marketing Analysis

INTRODUCTION

Automobile industry is a symbol of technical marvel by human kind. Being one of the fastest growing sectors in the world its dynamic growth phases are explained by nature of competition, product life cycle and consumer demand. At the beginning of the 20th century , it was a plaything for the rich.

Thanks to the technology which makes the automobile industry for mass production and automobile has become one of the essential transportation of daily life. The production of automobiles in volume began in the early 1890’s in Western Europe. Commercial production in the United States began at the beginning of the 1900's and was equal to that of Europe's.

AUTOMOBILE

DIGITAL MARKETING

The Internet has come a long way since several decades, now allowing us to look at photos of other people’s food, watch animals do silly things, keep up with your friends and family, and order things from the comfort of the sofa…By changing the way people buy, the internet has changed marketing. In 2014, research found that 81% of shoppers conduct online research before making a purchase.

When it comes to digital marketing, the automotive industry needs to catch up if they want to maintain or grow their market share.

FORD Motors URL : www.ford.com

Alexa : 2,330 Links: 13,767

Target : To be useful for all age people

Value Proposition: The brand DNA, Looking Further with Ford, Ford’s sustainability strategy goes beyond reducing CO₂ emissions. From water usage to worker rights, we’ve made sustainability an integral part of our business.

Digital Market Actions : As other companies,

Ford has social media in Twitter, Facebook, Linkedin and Instagram.

1,469,256

844,000

3,388,993

748,252

They are also have wikipedia page where you can find all information about Ford: History of company,marketing policy,strategies,statistics and sales number.They publish every 2 days on facebook and very actively reply, using facebook for customer service. In Instagram, they post photos of the details for the new models. They are creative and advertise. In twitter, they post their new models everyday and to promote. In Linkedin, they don’t publish everyday but they are still active to post new information about their own coming models .

These aren't just rote replies, Ford’s social media team is genuinely reading the comments, asking questions and comments. Ford is one of the first companies to enjoy Twitter’s new layout. Ford has also been quick to ensure its profile and header images are correctly optimised to the new format.

They are update all information every day in social networks. Especially in Facebook and in Instagram. The most about Ford’s Instagram channel is the fact that the content isn’t repeated anywhere else. If you want to see cool images of Ford’s cars from its entire history you have to follow this channel.

Every month they are choosing more creative sharing in Instagram the photos of Ford owners…

Sharing photos which were drawn by childrens of Ford owners

FIAT URL : www.fiat.com Alexa : 61,249 Links: 1664

Target : Advanced consumers of media, who want their car to reflect their personal tastes and imageValue Proposition: Drive my brand . FIAT models are small, but packed with personality — irreverent, free-wheeling and full of continental flair. “small car”, “compact car”, “city car” Proposition Rather than selling cars, FIAT should provide “personal transport service” to it’s customers .

Customers would not have to buy and “own” cars, to make use of the car “service” and other related services Customer will have control of a car, but not necessarily the identical one over time. – Cars will be interchanged to optimise efficiency across the entire fleet .

Digital Market Actions : They have only facebook, twitter, youtube, instagram and Pinterest.Also they have wikipedia and massive information about company,products of company,future plan about design and modelling and is it updated.

68,589 101,728

1400+1 554 941

Because of they have more followers on facebook,twitter ,instagram they update it every day and approximatelly every 4 hours. The FIAT motors do not use same information or share same photos in all social network at the same day.They are triying utilize special days and promote the new model.For instance, they post creative photo with fiat 500 on twitter.

Fiat engaged with instagram followers with hashtags #onboardfiat and #FiatThe followers share photos with their own Fiat.

Because of the majority of social sites of company are following by young generation they are also think about young followers.The fact is that young people keen on music. In this case Fiat on their official Instagram profile show in photos about sound systems which has new Fiat500

TATA MOTORS URL :

www.tatamotors.com Alexa : 22261 Links: 1688

Target : One target is the low income families and individuals looking to purchase a first car. Second target segment is the wealthy individuals and families looking to purchase luxurious cars.

Value Proposition: to offer a line of vehicles that are affordable while still being safe for the first target. And provide automobiles that consumers can trust and depend upon while giving them a sense of high-class, self-satisfaction for the second target.

Digital Market Actions:

Facebook : 26408 and post photos on every weekday

Twitter : 28.3 millions and use twitter to publish their new models, event as well as their market share, current situation of the brand, even some news about their future plan.

Google+ : only 442 followers , they have publication until July 08, 2015 and also very rarely publish during the past years

Linkedin : 136.480 followers, nearly update everyday of what events they are doing

Youtube : Created in Aug. 02, 2012, until now there are 1.579.109 visitors. Nearly update everyday

APP: own app on Google play with multiple functions

CHERY URL : www.chery.cn

Alexa : 76059 Links: 316

Target : Taste of young people, and newly university graduate with rich in imagination, respect for individuality, active thinking, the pursuit of fashionValue Proposition: Good quality & efficiency , satisfaction and happiness of clients, good experience on using the products and service,

Digital Market Actions :. The car-buying experience for them

is much more deliberate and involves Web-based searches, combined with test-drives at local dealerships. The company use facebook and twitter outside of China and Inside China they use WeChat and Sina Weibo.This is a very specific example of how to adapt to different market. They are in wikipedia. Customer can easily search the specification and price according to their needs. Approximately the millions of consumers use this app every day.

SEAT URL :

www.seat.com Alexa : 298,209 Links: 712

Target : Seat to focus on Europe after China export failure

Value Proposition: focusing on its distinctive brand values of being dynamic, young and design-oriented. The brand claim “Enjoyneering” suitably expresses the character of the brand as a passionate perfectionist and emotional technology leader.

9,301

Digital Market Actions : They don’t have too many social media except facebook, twitter, google and youtube. They are more actively answer the questions of followers on google+ than in other ones.But they daily update profile with sharing photo with more information about new model.Seat has Wikipedia profile.

174,440

271,976

7,900

Target : Upper-class, middle-aged drivers with it lower-priced but still luxury level

Value Proposition: Create a positive emotional connection between the Mercedez Benz brand and upper-class young adult aged.

Merdcedes-Benz URL :

www.mercedes-benz.com Alexa : 13.217 Links: 4.106

Digital Market Actions : They have a lot official profiles in social network:Facebook,twitter,instagra,google+,printerest,youtube,vimeo,storify,vine and etc…They have Wikipedia and mobile app as a other ones

20,098.258

5,003.229

1,525,952

249,472

4,600,000

25,600

157,106

URL: www.kia.com Alexa: 5.993 Links: 4.760

Target : 18-30 year old males with middle class income.

Value Proposition: The models of Kia looking luxury and simultaneously cheap ,it makes them more

KIA Motors

Digital Market Actions : Kia is brand of South Korea.The company has five official profiles on Facebook,instagram,twitter,youtube,printerest.They are in Wikipedia with a lot of interesting information.The blogs they update every day and answering questions of followers during the day. 63,000

3,800

57,602

852,727

264,000

Target : Luxury brand for special persons

Value Proposition: As a luxury brand has a specific charachter for

customers who spend money for their comfortability.

Porsche URL : www.porsche.com

Alexa : 6,229 Links: 8,000

Digital Market Actions : Luxury car brand because of high price they are have fice official social network profile.They are in Wikipedia.

- More followers in Instagram and Youtube than other companies

- Updaited blog

- Sport car advertising

54,902

2,7million10,280,790

1,2million

16,500

291,063

PeugeotURL : www.peugeot.fr

Alexa : 40.358 Links: 1.435

Target :The company is planning to enter into the Asian market especially China.Value Proposition: The Peougeot and Citroen brands reaserted their personalities in 2009-2010 to reflect their own specific values and contexts while responding to customers concerns on mobility and the enviroment common to both marques.

Digital Market Actions: Peugeot motos has official profile in three social network Fcaebook,Twitter and Youtube.They have massive information about Peugeot in Wikipedia.Social media team very active use and answering the question of followers in facebook and in twitter.

Youtube promotion…- for generation- new design- new models

5,779

40,3288,826,538

TOYOTA Motors URL:

www.toyota.com Alexa: 4.405 Links: 9.387

Target : Get new consumers from all of the world…being with Toyota

Value Proposition: The company especialize the production,design for young generation in all world.

Digital Market Actions: Toyota Motors has more official profile in social networks than other companies.Thay are update all information in Wikipedia

- Social Media group very active in Twitter - e-Commerce.

356,000 2,736,128

565million

146,663

Know your audience Create great content Stop annoying your customers Optimize key words on Google and other search

engines Focus on mobile first Be present on the relevant social media Social conversion is coming New payment methods are on the rise

The automobile industry can be doing a lot to improve its digital marketing now

Conclusion