Q1

In the beginning, marketing mix is defined as a set of plans and
activities that are managed by the marketing department, which is established
in order to fully satisfy all consumer wants and needs. Not to mention that
each component of the marketing mix is influenced by the other element.

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Since “Pick you up take you back” was introduced, it is paramount
of importance to make marketing mix which is the next step after setting the
marketing objectives and strategies. It can be easily noted that all of the
marketing mix variables can be adjusted since they are under the control of the
company.

Product:

The development of the Internet and the technology used in
building and designing websites has helped the products emerge in many forms,
where the consumer has a great control over the characteristics of the product
such as color, exterior and interior design, “Pick you up, take you back” will
make it easier to the customer who lives far away, and because of this SIVA car
rentals will be their first choice because people prefer to do things as easy
as possible, moreover we will attract new customers which increases the
business.

Place:

Consumers can check the prices from their homes without going to
the store, which saves their time and effort. Place is the most important
element, the company should have their own garages which is almost in all
regions to provide our service to almost everyone in the country, not to
mention that we will send a driver to their home to drive them to the nearest
SIVA car rental office and after they are finished using the rental car a
driver will be waiting for the customer at the same SIVA Rental office to pick
them up and take them back home.

Price:

Nowadays, Consumers are able to find products and services
quickly, easily and at low cost, especially with a relatively large number of
suppliers and agents of interactive internet marketing. There are many websites
that allow consumers to access price information from different suppliers.
Which is made possible by various e-marketing sites, which makes it easier for
consumers to know the prices without going to each site alone. The website
“www.autoeurope.eu” is one of the famous websites in this field. It is true we
have to satisfy our customers but it is also important to gain profit at the
same time, so there will be an additional cost when using the “Pick you up take
you back” in price but it will not be too expensive also half of the price will
be given as a bonus to the person who is bringing the customer which will
satisfy our workers as well. Not to mention “Pick you up take you pack” will be
free if they rent it for more than a Month.

Promotion:

Online promotion is an extension of traditional advertising, but
the difference lies on the marketing tools and strategies, the most important
aspect of them is the website. The strength of e-promotion lies on the ability
of targeting consumers more accurately by defining the demographic and
psychological characteristics of the public. A large role to attracting
customers. It is also possible to design an electronic catalog that includes
various services and numerous rental cars, therefore that will be easy for the
consumer to browse among them, not to mention online booking is one of the main
ways to attract customers, there are many websites for car rental such as
www.holidayautos.com, which is simple and modern. Once you enter you start
feeling that you want to book a car, using coordinate colors is important.
Needless to say since you are advertising to reach people aged from 21 years we
can also advertise using billboards, posters, hotels, and newspapers.

People:

The presence of the Internet enabled companies to increase their
communication with the public, enabling them to understand their purchasing
trends and their views on the products offered by other companies. This will
persuade companies to design services as closely as possible to the customers’
needs and desires. As it was mentioned the targeted people are those who are
over 21 years old and holders of a driving license. Moreover, workers will be
interviewed before we employ them so our customers will put their minds at
rest. This new service will provide a lot of work opportunities.

Process:

The process of providing the service through the World Wide Web
(WWW) will increase the customer satisfaction. The service is available 24
hours a day and the quality of information provided to the customers is
increased. When customers want to use the “Pick you up take you back” they have
to fill and upload the necessary details on the application or they could also
come to our office so we will be safe from fake orders. The customers will be
able to pay using the application, or by cash.

Physical evidence:

Information Technology (IT) has pioneered many of the tools that
have contributed to the presentation of the company’s services over the
Internet. This is in the form of graphic design programs” Adobe Photoshop,
Adobe Muse and adobe dreamweaver” and this has enabled companies to communicate
with customers more than before, and as result it has increased the
satisfaction of the customers. Siva should have plush offices and united
uniform which will make customers feel relaxed especially if the cars are
modern and clean. Furthermore, the application and the website should be easy
to use.

 

Q2

Till today customers are more satisfied going to their nearest car
rental company than travelling with some other type of transport to a SIVA car
rental office and back to the customer’s home after they are finished with our
service. Moreover, this has made clear that SIVA is losing potential new
customers and even old customers due to this unnecessary excessive traveling.
This issue can be resolved by implementing a new free “Pick you up, Take
you back” service. By using this service customer wouldn’t need to travel
long distances to collect their rental vehicles and to go back home after they
are finished using our services. Therefore, by implementing this new free application
we eliminate the issue completely, more people would start using our car rental
services more often and even attract new customers.

This “Pick you up, Take you back” service will be introduced by
creating a new mobile application which customers are able to choose which type
of car they would like to rent. After the customer would have the option if
they would like a taxi to come to their desired location to pick them up and
take them to their rental vehicle and also if after they would like a taxi to
be ready for them to take them back home as soon as they arrive back to the
SIVA car rental office with the rented car. This “Pick you up, Take you
back” service will make the customer’s decision-making process easier and
therefore choose SIVA’s car rental service instead of any other company’s car
rental service.

On the other hand for this new service to work and not resulting into new
problems, it is extremely important that the taxi drivers needs to be
professional at giving the customers a satisfying experience at all times. Therefore,
the taxi drivers need to possess a minimum of 2 years of experience in that
line of work and need to be trained accordingly so that they wouldn’t have any
difficulties during their work. In the end this will show our customers that we
offer the best quality and that they will always be satisfied when choosing
SIVA’s car rental services.

 

3Q

In the modern world perhaps more than in the past, it cannot be
denied that E-marketing is of paramount importance. As matter of fact
E-marketing is a strategy used to regulate the methods of modern communication
technology by transforming the virtual market into reality. E-marketing is an
important part of the modern comprehensive marketing strategy, as it is an
important type of marketing methods that aims to achieve its objectives online.
It is also described as the process of applying the general principles of
marketing science through the use of social media and more specifically the use
of the Internet.

E-marketing is needed so the company can use the Internet
continuously in every step of the provided service (pre-rent, during the rent
and after-renting). E-commerce is fully focused on eCRM by searching for new
customers and service. This is one of the modern theories in technology-based
marketing to meet the needs of customers, to achieve the objectives of the organization,
develop new markets and increase profits

It is generally believed that a slogan is needed because it is one
of the important aspects of presenting the company. The slogan is a brief
description of a company’s brand and its business, and it is a very important
element in the marketing plan of any company, because it facilitates the
consumer to save the name of the company and increase the desire to acquire
their products. The slogan must be comprehensive, effective and concise because
the memory of the human is limited and quick to forget. It must reflect what
the company wants to accomplish accurately so as not to confuse or distract the
consumer in the nature of its work. We can say that we chose the right name for
the new “Pick you up take you back” service which is similar to a slogan.

Another way to reach the customers is by using hotels. Due to the
fact that everyone tends to go on vacation to relax and unwind, this is where
Siva comes in by making a deal with some hotels to offer our services to their
customers. If a customer uses our service from a hotel they will receive a
discount.

 

4Q

Pick You up, Take You Back”:
Building Customer Relationships and Sales

During these last few years we have done market research by the
means of surveys, contacting our customers by e-mails and questionnaires to see
if our car renting service is at its best, but this is not the case because
from our market research we have concluded that a major part of our existing
and new customers that have used our car rental services in the past years
showed us that they are not satisfied. The main problem is due to the fact that
our customers dislike using other means of transport to travel from their homes
to the nearest SIVA car rental office to rent a car and again need to use other
means of transport to travel from our car rental office to their homes. If this
issue continues to develop more and more and we will potentially lose our
existing customers and even new ones.

Moreover, if these customers are lost it is impossible to retrieve
them to use our services again, even if we enhance our methods. Due to this we
will have a huge downfall in sales and there will not be any return of
investment due to our existing and potentially new customers choosing car
renting services offered by other companies because the other companies are
closer to the customers’ homes and satisfy the customers’ demands a lot more.
This shows that we need to change our methods and service in order to prevent
more damage from happening, attract new customers and in the end make a profit.

The ‘Pick you up, Take you Back’ will be a new service that will
eliminate the unnecessary travelling that customers take to and from a nearby SIVA
rental car office and therefore this will definitely leave existing customers
satisfied and potentially bring more new customers to use our services. These
new services will be as a form of a free application which customers can use
any time of the day and night. In this application the customers will be able
to choose if they would like a taxi to go and pick them up and take them to the
nearest Siva office and also they will have the option to choose if they would
like to have a taxi to take them back to their homes. This new service will
bring the company a good return of investment and therefore making the business
more successful.

This new service will be introduced to the market by using the
D.R.I.P. procedure, this is a marketing communication procedure that will
ensure that our new service is brought to our customers and it will make our
customers convinced that this new service will satisfy them. This procedure
involves four steps:
1.         Differentiate – The marketing
communication will differentiate our new service from other services being
offered by other companies and therefore letting the customers know about our new
service.
2.         Re-Enforce – The marketing
communication will reinforce our service to a targeted audience and every time
we will let them know that our service is free of charge and that will help
them travel from their place to a near SIVA car rental office and even to
travel back home.
3.         Inform – The Marketing
communication will inform the targeted audience about our new service and
therefore show them its benefits so they will use it more.
4.         Persuade – The Marketing
Communication will persuade the target audience to use our service after
receiving the message about our new free of charge service and let them know
that they will not be left disappointed.
To ensure that our new service is brought to our customers the sales people
will receive a commission for every customer persuaded to use our service. This
will definitely motivate the sales people to persuade as many customers as
possible and this will result in our company attracting new customers, making
the company more successful and in the end making a bigger profit.

 

References:

Ivy, J. (2008). A
new higher education marketing mix: the 7Ps for MBA marketing | International
Journal of Educational Management | Vol 22, No 4. online
Emeraldinsight.com. Available at:
http://www.emeraldinsight.com/doi/full/10.1108/09513540810875635 Accessed 25
Dec. 2017.

Thomas, B. (2014). The Consumer Buying Decision
Process | Smart Insights. online Smart Insights. Available at:

The Consumer Buying Decision Process


Accessed 1 Jan. 2018.

Wolf, J. (2015). 7 Steps to a Successful New
Service or Product Launch | STIR. online StirStuff. Available at:
http://www.stirstuff.com/think-tank/2015/07/successful-new-service-or-product-launch/
Accessed 2 Jan. 2018.

Hanlon, A. (2013). How to use the DRIP model? |
Smart Insights. online Smart
Insights. Available at:

How to use the DRIP model?


Accessed 2 Jan. 2018.