Marketing is mostly about identifying and meeting human and social needs. One of the perfect and a simple definition of marketing would be “meeting needs profitably”. Marketing is very important for any business in the 21st century. Managers sometimes think that marketing is “art of selling products”, but many people are surprised when they hear that selling is not the most important part of marketing. Selling is only the tip of the marketing iceberg. A social definition of marketing would be, Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. (Kotler, 2012)
The company I choose for this report is Aston Martin. Aston Martin was crafted more than hundred years ago, they have had a talent for creating beautiful. This company was founded by Lionel Martin and Robert Bamford in 1913 in a small London Workshop, Aston Martin has since grown to become an internationally admired luxury brand, and this is also their aim to see Aston Martin in the best place. Their passion helped them to build hand built cars that were even faster, more powerful, thrilling, comfortable and more beautiful than the previous ones. (N/A, 2018)
A car could take a minimum of three years to develop and then it could stay around to sale for twice as long as that period. However, the brand doesn’t matter in this case, but the car itself does. Aston Martin’s new vintage model might be the most affordable Aston Martin model ever. (Harvey, 2017)
About the brand ‘Aston Martin’
Aston Martin is one of the independent British maker of luxury cars. It was recognised in 1913 by Lionel Aston martin. They make beautiful sculpture that is meant to be driven and appreciated. Aston went from a great loss seven times in the first century but the company well-balanced back to the profit after heavy six years of losses. The fact that Aston Martin survived is the tribute of strength of everyone who has ever been involved with the company. Now that it has 150 car franchise in over 50 countries on 6 continents and the company has 1250 employees worldwide. Although the start of the timeline for the past of Aston Martin was a bit unbalanced, but they managed to establish themselves. (brands, 2015)
Importance of Marketing for the brand ‘Aston Martin’ especially from the perspective of societal marketing concept.
Social marketing concept is centred on the principal of community welfare. An organization should have ethical and ecologically friendly strategies and should guarantee that proper regulations and actions are implemented. Societal marketing concept depends upon three basic strategies which are the requirements of consumers, essentials of company and most important long term welfare of the society. (hose, N/A)
Aston Martin was originally developed as early racing vehicles. Every car that Aston martin produce is based on the excellence, elegance and performance. The company is investing on the most important car ever to young female drivers as more women are becoming owners and primary drivers in the indulgence car market. Aston needed some flash and new produces and I think they’ll have achievement here. (klara, 2016)