1. Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.
Product: 2018 Jeep Wrangler
Price: $50 to $70 thousand dollars. However, this ad is targeting customers who are willing to pay the extra dollar for an all terrain vehicle.
Place: Car dealership in a commercial.
Promotion: The Jeep advertisement called into action a popular movie: Jurassic park. In one famous scene, the T-Rex is seen chasing an old Jeep through the woods as two men try to escape its clutches. The T-Rex eventually catches up to them in the movie. In the advertisement however, the T-Rex is seen chasing the 2018 Jeep Wrangler. Because of all the toys and new power under the hood of the new Jeep, the driver is able to successfully evade the T-Rex. The driver smirks, as he gets away, and then scene morphs into a car dealership where the driver is still sitting in the Jeep, but it appears that the chase scene was all a day-dream. A car saleswoman comes up to the driver and asks if he would like to test drive the Jeep, and he looks over and says, “I think I already did.” The commercial ends by watching the Jeep drive away over the hills with Jurassic Park music playing in the background.
2.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?
The target market for this Jeep commercial is the adventurous and outdoor-orientated customer. Obviously the customer isn’t going to attempt to evade a T-Rex, because they are extinct, but they commercial effectively proved the Jeep’s capabilities, and outdoor prowess. This is the target market because you must typically have a motive other than owning a Jeep to own a Jeep. Most customers buy a Jeep for it’s terrain abilities as well as the exhilaration of driving it. The ad exploited both the exhilaration of driving the new Jeep, and it’s abilities, doing a great job reaching out to the target market.
3. Does it work? Why or why not? Any general observations?
This commercial does a great job using a familiar scene from a popular movie to advertise the product. Personally, I have no interest in buying a Jeep, but for those who have the cash, and are very adventurous, this ad will definitely appeal to them.