Discuss about the Innovative Ducati Scrambler.
The bike Ducati Scrambler in 1968 was marketed in Italy and were the most wanted and beloved bikes of the country (Debord, 2017). Ducati was manufactured primarily for the American markets and till 1968 it underwent modifications for the number of times till the true Ducati scramble having the wide casing is developed. Imola in 1972 was one of the remarkable achievements in the history of the company and afterwards, in 1988, the superbike championship was won by the Ducati (Debord, 2017). The series of the scramble bikes includes the bikes with the heads of Desmo cylinders and is also subjected to the continuous adjustments in the technical part till 1974, the time when the production of the bikes halted (Debord, 2017). There are a variety of reasons for the commercial success of the bikes such as the excellent frame which is used for the track racing and also an engine which perfectly suits its function within the bike (Zineldin, 2000).
The innovative Ducati Scrambler in the true sense is one of the neo retro motorcycles and is designed in such a way of post heritage. Ducati scramble is believed to build as one of the legendary bikes of today (Debord, 2017).
The marketing plan of the company is the process where the companies determine the products and services of the product as per the consumer interest and the strategies that increase the communications, sales and the business of the company. A marketing plan is a process which helps the organisation to create the value for the consumer and also building the strong consumer relationship for capturing and getting the positive feedback from the consumer in return (Zineldin, 2000). The target of an organisation related to the product is to be specific in the marketing plan and concerns the objectives such as the markets growth, profitability, financial resources, efficiency, social responsibility and organizational structure (Debord, 2017).
Initially, the market plan starts with an overview of the present situation and providing a benchmark with the refining and adaptation of the plan in the future months. The starting will include the advantages and the challenges which the product will face as per the threats faced by the competitors, then to list the target audience as per the category (Mandal, 2017). After this, the company shall list its marketing goals for the future years. Then is the section of the strategies and tactics and gives the company an overview of the marketing strategies and listing the required tactics that are employed for the execution (Mandal, 2017).
The final section of the plan includes the brief breakdown of the budget and the cost that is associated with the marketing plan of the product. The marketing plan strategies are to be as per the company budget. With this, the senior management of the company is to revise the marketing plans goals, the present financial status of the organisation and after this; the funds are to be allocated by the senior management in the marketing plan (Mandal, 2017).
Marketing goals: The goal of the Ducati Scrambler is to focus on increasing the sale of the bikes by 30% annually and business expansion in the different countries of Asia (Mandal, 2017).
Hence the different steps involved in the growth of the marketing plan are:
Step1: Determine the company Mission.
Step 2: Current resources Assessment
Step 3: Evaluation of the risk and the opportunities of the organisation (Abdullah Saif, 2015).
Step-4: Marketing strategy planning.
Step-5: Marketing plan monitoring and implementation
The mission of the Ducati scrambler is to be committed towards the consumer satisfaction, with the offering of the great services, products, and the accessories related to the scramble as per the merits offering. The philosophy of the company is to be a leader in the innovation and technology and to fulfil the dreams of the consumers related to their product (Abdullah Saif, 2015). The mission of the Ducati is to incorporate its philosophy of winning the consumer trust and heart with the innovative technologies and a tradition of the excellence and success in the racing and road motorcycles. The brand philosophy of the scrambler is the land of Joy, performance, Sophistication and Ducati’s style (Abdullah Saif, 2015). Developing the bike that is fun to ride, youthful, distinctive and is easily accessible by the consumers.
Scrambler is the product that shares the new vision which enhances the expression and the creativity. Product shares the universe of joy, fun, and freedom among the consumer with the spirit that is fulfilled and having multipurpose styles for the youth (Abdullah Saif, 2015).
The strength and weakness are the internal factors of the products which are to be managed at the time of the marketing planning. And the Threats and the opportunities are the external factors which are not managed by the company. Hence the organisation can only let them be prepared for collecting the opportunities and face the threats in the coming future (Abdullah Saif, 2015). SWOT analysis helps in understanding the strength, weaknesses, opportunities, and threats related to the product and work in accordance with the growth and the development of the product through the technological changes and the competition (Abdullah Saif, 2015).
The main Competitors of Ducati Scrambler are the Harley Davidson an American company which focuses on the life style with the strong American support. Company Owes the Buell motorcycles which are providing strong competition in the segment of the naked sports. Triumph makes the bikes that are unbreakable and applied the principles of the Japanese production (Abdullah Saif, 2015). Honda is also one of the competitors of Scramble because of its focus on the cost and also innovative in technology. It has produced more than 5,4mn bikes. The key aspect on which the company is to focus on the competition in the market and the companies management have to keep a close watch on the position of the business rivalry in the business environment (Abdullah Saif, 2015).
The marketing plan of the Scrambler needs certain marketing objectives that are the gaols which are set by the organisation at the time of promoting the bike scramble within the time frame which is preset (Mulhern, 2009). The organisation can determine the goals with having the required knowledge about the philosophy, values, and culture that is important. This knowledge gives the direction to the consumers, employees and the suppliers. Such goals help in motivating the employees and gaining the consumer trust with communicating those companies are not only concerned with the profits but also with the consumers, employees and the supplier’s satisfaction (Mulhern, 2009).
The three objective of the company is based on the SMART which means S-specific, M-measurable, A-attainable, R-realistic, and T-time bound. The goals of the Ducati scramble are to be specifically related to sales of the company or the expansion in the other countries (Beeler, 2017). The goals are to be measureable as the sales to be increases in the respective figure estimated by the company and such goals are to be realistic which is achievable in the given time frame (Mulhern, 2009). The company is to launch its new stores globally and recent launch to be done in India. With companioning with the Triumph Street Triple and Kawasaki Z800 price factor.
The second objective of the company is to boost the sales of the Scramble in the countries up to 50 % (Mulhern, 2009). The third marketing objective of the company is the build the innovative brand in the global markets and increasing the recognition relationship among the company products and promises by 20% in the coming six months (Mulhern, 2009).
The Financial objective of the company is to increase 25% net profit of the organisation through Ducati Scramble in the coming next six months. Gross profit, the net return on the investment and the profit on the sale are certain ratios which help in estimating the organisation financial position and performance (Beeler, 2017). The financial objective is to determine the cost of the certain products that are to be used in the production of the scrambler bikes to make the bikes better as compared to the competitors and the quality is to be higher (Mulhern, 2009). The cost financial objective is to determine the balance which allows the company in creating the scramble which meets the standards of the company and also with the best possible price.
The profit projections are to be significant and are too monitored closely for generating the required revenue in the six months.
The digital marketing communications are adopted by the company for the challenges related to the online marketing. The tools related to the digital marketing include the affiliate marketing, displaying ads and advertisement on click (Palomino, 2005). The company will adapt the social marketing as the digital marketing strategies and develop a strong image of the product and attract more consumers towards it. The promotional activities are entered by the companies as the vital fact with the believe in defining the value of the brand and hence launching the advertisements and commercials that propagates the scramble with the maximum advantage (Palomino, 2005).
The digital marketing roped many of the celebrities as the brand Ambassador for the product Scramble like the Ruby Rose, Matt Moran, Zoe Naylor and Will Davison. Company for the marketing of the product takes part in certain sports and events Such as the British Superbike Championship, AMA Superbike Championship, and certain other sports events (Caemmerer, 2009).
Action programs designed to achieve the marketing and financial objective:
The strategies of the marketing which will help in achieving the financial and the marketing objectives; includes the marketing and the promotional strategies which helps in increasing the sales of the products such as the training programmes, advertisement, direct marketing, websites, and trade shows (Rich, 2000).
The budget action plan is too held within the budget of the organisation. The organisation is to revise the marketing plans goals and present status of the company finances and then the management to allocate funds related to the marketing plan (Rich, 2000).
The positioning of the scramble is to be done in such a way that it’s attracts the valuable and the target consumer towards the scrambler (Rich, 2000). For this, the company is to opt for the marketing mix that is best suited for the growth and success of Ducati scramble.
With the completion of the marketing plan, the other step is so implementing the marketing plan and monitoring the progress of the plan and guides the strategies which are to be continued or to be changed for achieving the goals of the company related to the products. The performance analysis is to be done for monitoring the marketing plan. The performance analysis is furthered concluded on the basis of the sales, financial and expenses (Rich, 2000).
Performance analysis can be done by further different types of analysis that are sale analysis, share analysis, Expense analysis, and financial analysis (Rich, 2000).
Therefore, the discussed marketing plan and analysis of the Ducati scramble determines the marketing plan achievement and resulted in appropriate changes in the strategy where it is necessary (Caemmerer, 2009).
References
Abdullah Saif, N. (2015). How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success. International Journal Of Innovation And Economic Development, 1(3), 7-15.
Beeler, J. (2017). Has Ducati Built a Bridge Too Far with the Scrambler? – Asphalt & Rubber. Asphalt & Rubber. Retrieved 29 September 2017, from https://www.asphaltandrubber.com/oped/ducati-scrambler-marketing-analysis/
Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.
Debord, M. (2017). The Ducati Scrambler was a bike for hippies – but now it’s a motorcycle for hipsters. Business Insider. Retrieved 29 September 2017, from https://www.businessinsider.in/The-Ducati-Scrambler-was-a-bike-for-hippies-but-now-its-a-motorcycle-for-hipsters/articleshow/58284749.cms
Mandal, P. (2017). Understanding Digital Marketing Strategy. International Journal Of Scientific Research And Management.
Mulhern, F. (2009). Integrated marketing communications: From media channels to digital connectivity. Journal Of Marketing Communications, 15(2-3), 85-101.
Palomino, F. (2005). Relative performance objectives in financial markets. Journal Of Financial Intermediation, 14(3), 351-375.
Rich, M. (2000). How to Develop A Strategic Marketing Plan: A Step?by?Step Guide20001Norton Paley. How to Develop A Strategic Marketing Plan: A Step?by?Step Guide. St. Lucie Press, Boca Raton, FL, 1999. , ISBN: ISBN 1?57444?269?4 $44.95 (hb). Journal Of Business & Industrial Marketing, 15(4), 291-294.
Zineldin, M. (2000). Beyond relationship marketing: technologicalship marketing. Marketing Intelligence & Planning, 18(1), 9-23.
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