In our previous article, we discussed the marketing strategy of BMW. In this article, we are going to go through the marketing strategy of Buick.
So, as you can see, the world is fully online now, and marketing is the rib of every industry.
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A detailed explanation of the Marketing Strategy of Buick, competitor analysis and various campaigns are discussed below. But, let us first learn about the company in brief by introducing the automaker.
About Buick – Company Overview
Source – PNG Mart
Buick, or officially the Buick Motor Division of General Motors, is a division of the American automaker General Motors (GM).
It was one of the original American car brands, founded in 1899 by automotive pioneer David Dunbar Buick, and it was the business that gave rise to General Motors in 1908.
The headquarters of Buick is located in Detroit, Michigan, in the United States. Buick rose to prominence as a premium automaker when its first model was produced in 1904. The brand currently caters to the luxury and high-end vehicle markets.
Below the Cadillac, Buick was positioned as a high-end luxury vehicle. Buick began using a straight-8 engine for all vehicles in 1931, whereas several other manufacturers at the time were installing V8 engines in their high-end cars.
The first Buick V8 was released in 1953, followed by the Buick V6 for the little Special model in 1962. With very few exceptions, Buick engines have always used overhead valves, a technology the firm introduced with the 1904 Buick Model B.
In 2017, Buick sold more than 1.4 million vehicles globally, setting a record for the brand.
Now, let’s have a look at the marketing strategy of Buick.
Quick Stats on Buick –
| CEO | Dan Akerson |
|---|---|
| CMO | Molly Peck |
| Area served | China(excluding Hongkong & Macau), North America |
| Industry | Automobile |
| Revenue | US$1.6 trillion |
| Vision | – |
| Tagline | “When better automobiles are built, Buick will build them.” |
Marketing strategy of Buick –
Let’s begin the marketing strategy of Buick by knowing about its STP Analysis and the marketing campaign it launched.
Segmentation, Targeting and Positioning
Segmentation – Buick has demographically segmented to get to their ideal customers.
Targeting – Buick targets the audience between the age group of 35-55 and households which have income up to $80,000.
Positioning – Buick was positioned as a high-end luxury vehicle.
Marketing Campaigns
Female athletes are highlighted by Buick to help them become more visible.
Women make up over 40% of athletes, yet they only receive 10% of media attention.
Through the unveiling of “See Her Greatness,” a campaign intended to raise awareness and highlight the accomplishments of female athletes, Buick is dedicated to transforming this reality.
Social Media Marketing
Buick being an automobile brand is very active on social media. They post frequently for their followers and keep showing them their amazing cars with both mind-blowing designs and interiors.
They offer great content on almost every social platform with regular updates on Instagram, Twitter and Facebook.
They hold such a good reputation within the automobile industry that they appear on news every other day with their new updates.
Platforms they are on :
- Instagram: 190k
- Twitter: 300.2k
- Facebook: 7,57,904 and many more.
Seo Strategy
Source – Ubersuggest
According to SEO rankings, having fewer than 500 keywords is terrible, having more than 1000 is good, and having more than 10,000 is outstanding. As we can see, the best website is https://www.buick.com/, which contains 94K+ organic keywords. This indicates that Buick’s digital marketing is acquiring a lot of insights.
Along with it has some amazing monthly visits i.e 954K+ as more than 20,000 is considered good.
Influencer marketing
Buick as of now doesn’t use any influencer marketing. But it can try this type of marketing as well. There are various other luxury car companies that you this type of marketing.
E-commerce Marketing
Buick has its website on which shop online option is available. You can check out the inventory and select your model and can start the buying process immediately on the same website.
Mobile Apps
Buick has its mobile app ‘ MYBUICK’ by this app you can schedule car services. This app is not available in all regions.
This app has 3+ ratings and 5L+ downloads on the play store. This app is available on both the apple store and Google play store.
There are some app apps available on the play store that helps you to deal with car dealing and scheduling services in various locations.
Content Marketing
Along with social media, Buick also uses blogs to provide content to their audience about cars. They provide various tips about Buick cars and various other information about the car they sell.
This brings us to the end of the marketing strategy of Buick. Let’s conclude the case study.
Conclusion – What’s unique about the marketing strategy of Buick?
As the Marketing Strategy of Buick comes to a close, it is clear that Buick has had a significant impact on the car industry. However, maintaining this position in the market will require them to adapt to new technology and consider global issues as they arise.
Buick has a firm hold on both traditional and digital marketing, and there is even more room to use the vast field of digital marketing.
As we mention, obtaining the necessary knowledge in this area and finishing accredited training programmes may open up job prospects with well-known companies like Buick
Similar to how IIDE provides a 4 Month Advanced Online Course in Digital Marketing that covers all prerequisites and subject areas, Subject matter experts and digital enthusiasts instruct the course.
Their expertise and experience are used to create and improve the course material. Their experience and knowledge are crucial in developing our students into future qualified professionals.
We hope this blog on the marketing strategy of Buick has given you a good insight into the company’s strengths and weaknesses.
Check out our IIDE Knowledge portal for more intriguing case studies if you prefer in-depth company analysis like the marketing strategy of Buick.
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