Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.
Price: Although Kia does not directly market and advertise their price in their commercial, they do utilize a young boy striving to be someone in a world where he had nothing. Although indirectly marketed, I believe that Kia is targeting families with kids in sports making it a more affordable, family-based vehicle.
Product: Kia marketed their product through the use of a famous football player which was a smart move as they chose the SuperBowl as their first place to air their media and I believe that it was a very good way and good decision to market their product.
Promotion: “Kia Seltos, Give it Everything” was how they promoted their product. In using Josh Jacobs, who struggled with being homeless as a kid, he is telling his younger self to give it everything he’s got because he is going to become someone.
Place: They promoted this product through the SuperBowl which was very smart because many young kids who dream of being in the NFL one day would be watching the games and it would get them and their families attention.
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 is middle aged families with children in sports. We can tell this is the target market through the clues given through their commercial. Josh Jacobs is driving the vehicle while he talks to his younger self telling him to give everything hes got because he will get somewhere in life. Through this we are able to conclude that Kia is marketing towards go getters and people always striving to do better. Families with kids in sports always have lots of equipment and need lots of space and its visible that Seltos offer this luxury for families. I think that the company did make good decisions to reach the target market because families all across the country sit down together to watch the SuperBowl and will be interested in seeing Josh Jacobs on the screen.
Does it work? Why or why not? Any general observations?
I believe that it does work, everyone likes a touching story and something that is going to tug at your heartstrings. Josh Jacobs is well known and had a difficult childhood and through the commercial you see how he ended up and how he wishes he could encourage his younger self that even when times get tough to not give up and continue to give life everything you got. This commercial initially grabs viewers attention, then keeps them hooked and then promotes the product to the appropriate target market. I believe it is very effective and they chose a very very smart place to promote it first.
Alex Friesen 