Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.
Price: The price of the product was not advertised in this ad, as they were promoting their brand and the new jeep. Their goal is to draw people in through the product not the price.
Promotion: They marketed the new jeep through using the “Groundhog Day” movie and advertising through it that “No day is the same in a Jeep Gladiator”. They promoted their product through the use of a well known movie with the same premise.
Product: Jeep is known for their offroad capabilities and they did not fail to display this in their new Groundhog Day ad. In using the setting of the movie with the snow and other offroad areas they were able to promote and showcase their product in the same way they always have but in a more eyecatching and interesting setting.
Place: The place in which they chose to film this commercial was a prime spot because through it they can showase rough terrain that Jeep has traditionally been known for. However through the use of the plot of the Groundhog movie they were able to draw in a crowd that they maybe would have not been able to without it. Choosing the SuperBowl as their first form of displaying their ad was very smart on their part because the SuperBowl was actually on GroundHog day and there was millions of people watching.
Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
I believe the target market segments being targeted are middle-aged men. We know this is the target market because the agegroup of people watching the SuperBowl who also grew up watching the GroundHog movie. This commercial would not make much sense to someone who had not seen the movie, however for this agegroup that is interested in off road all-terrain vehicles, it was a clever marketing strategy to reach their target market.
Does it work? Why or why not? Any general observations?
I think that Jeep’s marketing strategy did work, in many families watching the Groundhog day movie on Groundhog day is a yearly tradition. For myself personally I had watched the movie right before the SuperBowl so when the commercial my whole family fell in love with the ad because it was fresh in our minds. For people who grew up watching Bill Murray in this classic movie and then to see the same scenes again in a commercial, was a great marketing strategy. I think that Jeep did a good job appealing to their Target market through their use of implementing the 4 P’s.
Alex Friesen 