Published by MBA Skool Team, Last Updated: December 16, 2017
Marketing Strategy of Cadillac analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Cadillac marketing mix, help the brand succeed.
Cadillac marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Cadillac Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Cadillac Product Strategy:
The product strategy and mix in Cadillac marketing strategy can be explained as follows:
Cadillac is one of the leading car brands in the world. Cadillac initial models started with manufacturing Horseless carriages with a single cylinder engine, the basic idea on which the Cadillac started. Runabout and Tonneau, the first models of Cadillac were introduced to the world in New York Auto Show which gathered a huge public response. When the manufacturing started, Cadillac produced 2500 cars, a big volume at that time. Cadillac has always maintained its reputation of innovation along with luxury and provided one of the best automobiles ever manufactured. Be it performance, be it style or be it technological advancements, Cadillac has always been a star performer. Cadillac introduced the world’s first electric self-starter car and was the first to provide power steering and automatic windshield washers as standard equipment for all its vehicles. Though all the models manufactured by Cadillac were unique and admired by people, but few models in its marketing mix product portfolio became the turning point for company’s success.
• 1908 Cadillac
• 1953 Eldorado
• 1948 series 68 club coupe
• 1967-1970 Eldorado Coupe
Though Cadillac has been one of the best luxury automobile manufacturing in America but in recent years, Cadillac has lost its customer loyalty because of the German competitors like BMW, Mercedes Benz which are targeting the same market which Cadillac was aiming for. To retain their global position, Cadillac launched the entire new CT6 full size sedan and many other models to mark its return in Global prestige segment and to maintain the "Standard of the World" slogan.
Below is the list of the Cadillac models:
CADILLAC CROSSOVERS & SUVS
2017 ATS COUPE
2017 ATS SEDAN
2017 XT5 CROSSOVER
2017 ATS-V COUPE
2017 CTS SEDAN
2017 ESCALADE & ESV
2017 XTS SEDAN
2018 CT6 SEDAN
Cadillac Price/Pricing Strategy:
Below is the pricing strategy in Cadillac marketing strategy:
From the very beginning the targeted audience for Cadillac was always upper class section of the society.
This premium section believes more in luxury, style and high standards rather than the money. The marketing mix strategy followed is called premium pricing in which the high price of the products signifies the quality and helps in improving the brand identity. The premium pricing has helped the brand to earn good revenues. But to regain its position against the Germany automobile giants, Cadillac introduced its new models at slightly lower prices than what was expected. The major reason for such a cost cut down was to let the new models capture the market and then grow their reputation. By providing a compelling product at a good price can attract more consumers and help the brand to create a loyal customer base.
Following is the distribution strategy in the Cadillac marketing mix:
In earlier days, Cadillac assembly operations used to take place in a factory in New Amsterdam, Detroit. But with the increasing demand for Cadillac models, a new Clark Street plant for assembly operations was opened. After several years of operations, a new Poletown assembly plant was started. Currently, Cadillac is being manufactured majorly in 4 plants
• The Arlington Assembly plant, in Arlington, Texas
• The Bowling Green Assembly Plant, in Bowling Green, Kentucky
• The Hamtramck Assembly Plant, in Hamtramck, Michigan
• The new Lansing Grand River Assembly plant in Lansing, Michigan
Cadillac has its global presence in North, Central & South America, Europe, Asia and Middle East. Cadillac has various showrooms and dealers spread across the corners of the world. The company has its own “Cadillac House” to make the customers experience the real world of Cadillac.
The company official website provides an easy option to locate the dealers and make it convenient for the potential customers.
Cadillac Promotion & Advertising Strategy:
The promotional and advertising strategy in the Cadillac marketing strategy is as follows:
The company has invested in mass promotions like Television advertisements, print and media to create awareness among the masses. The introduction of “Cadillac House” was also a step towards promoting the brand value and giving its customers an experience and establishing connect between their lifestyle and Cadillac. The company also believes in celebrity endorsements and has endorsed several celebrities for the campaigns like Arnold Palmer, Tiki Barber, actors Kate Walsh, Andy Garcia and Laurence Fishburne. The company also promotes the brand by becoming sponsors or partners for various sports events like Racing, Golf, Corporate events and auto show etc. Cadillac has been a part of New York Fashion Week: Men’s showcasing men’s collection. Hence this concludes the marketing mix of Cadillac.
Cadillac, the most iconic automobile group of America, was founded in 1902 by Henry Ford. The brand came into existence because of the ruins of Henry Ford failed automobile company. When the company assets were being measured for liquidation, Henry M. Leland came up with the idea of manufacturing single-cylinder engine automobiles. The new company Cadillac Automobiles was set up and represented the luxury automobile segment of the America.
In 1909, the GM acquired the Cadillac Automobile Company for $4.5 million, making Cadillac its subsidiary. GM positioned Cadillac above all the other brands Buick, Oldsmobile, Oakland, and Chevrolet.
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