In a previous article, you might have read about the detailed SWOT analysis of Cadillac, an Indian premium non-alcoholic brand company. So, in this blog, you are going to learn about the marketing strategy of Cadillac – Luxury Vehicles Company
The main objective is to learn insights into Cadillac’s Marketing Strategy and how it became the “Standard of The World” and Cadillac aims to earn customer’s loyalty by delivering best service experiences with high quality and excellent value.
Since the world is becoming fully online, marketing is the rib of every industry. If you are interested in learning more about digital marketing then do check out our Free Masterclass on Digital Marketing by the CEO of IIDE, Karan Shah.
By the end of this blog, we will learn the entire marketing strategy of Cadillac. Before you dive deep into it, let’s begin with the company’s story, digital presence and target audience.
About Cadillac – Company Overview
(Henry M. Leland – The Founder of Cadillac, Image: IIDE Creator’s Room)
Two engineer friends named Henry M. Leland & Henry Ford introduced an automotive company named Henry Ford Company in 1901, later on, due to some disputes between Henry Ford and his investors, Henry Ford left the company in 1902 and created a separate company named Ford Motor Company.
Henry Ford Company was defunct in the year 1902. But, Henry Ford’s financial backers William Murphy and Lemuel Bowen stayed and supported Henry M. Leland with financial assets to form his company using the old Henry Ford factory and that’s how Cadillac was born in the year 1902.
After several years, Cadillac started examining engineering to produce more overwhelmingly powerful and luxurious cars. This enthusiasm of engineers and the growth of the Cadillac caught the eye of General Motors and GM purchased the company in 1909 to support the mass production of Cadillac automobiles.
| President and VP | Steve Carlisle |
|---|---|
| CMO | Melissa Grady |
| Area Served | Americas, Asia, Africa, Middle East and Europe |
| Industry | Luxury Vehicles |
| Market Share/ Revenue | US$1.6 Trillion in 2020 |
| Vision | To earn our Customer’s loyalty by delivering sales and service experiences with excellent quality, excellent value, and enthusiasm. |
| Tagline | “Standard of the World.” |
Marketing Strategy of Cadillac
Let us now learn in-depth about the marketing strategies of Cadillac! And how Cadillac carries the marketing campaigns and many more.
Segmentation, Targeting, and Positioning
Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of Cadillac it has segmented its business into those who are seeking a complete automobile segment including luxurious vehicles for a luxurious life.
The main target audience of Cadillac is affluent millennials, people in their late 20s and early 30s who have adequate memory of Cadillac’s fall, rise and near-rise again. The same people, Cadillac executives believe, are getting tired of the German luxury vehicles their parents fled after Cadillac’s stumbles.
Cadillac’s major markets are Canada, the United States, and China. Cadillac models are distributed in 35 markets worldwide in addition. Cadillac automobiles are the best in the luxury field within the United States.
Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. To gain a competitive edge in the market, Cadillac always positions itself as a quality and affordable automobile with new thinking and positive change.
Marketing Campaigns
Cadillac organised a dinner date campaign in February 2022 for 5 lucky winners through its social media page such as Instagram. The campaign was created to increase the Instagram page followers with a motto for Valentine’s Day where the users have to follow their page on Instagram, tag their partner, and also write a pickup line for their partner. And they also have to share their post with others so that more views on the post will ultimately increase their reach.
The campaign succeeded and the post got more than 4x likes than the previous posts. The reason behind this success was the unique campaign idea and the great use of marketing strategies like the use of hashtags and promoting & curating user-generated content.
Another similar campaign was held by Cadillac on Instagram in December 2018 where 1 lucky winner was given a chance to win a Cadillac car. The motto of this campaign was New Year’s plans where the user had to tag their partner in the comment section and share their way of partying and the user had to share those posts on their story. The reason behind the campaign was to advertise the brand as well as get people familiar with the luxury of the Cadillac.
The only reason behind this campaign was to let the youth get familiar with Cadillac and to increase their Instagram page followers. The campaign got successful and the post got immense likes with Cadillac’s Instagram page getting an increasing number of followers. The reason behind the success of the campaign was the marketing campaign idea and the effective use of Instagram marketing strategies.
Social Media Marketing
Cadillac is very active on Social Media like Twitter, Instagram and Facebook. LinkedIn is more like a professional sort of entertainment which excludes teenagers as most of them don’t have a LinkedIn account.
Facebook: 3,889,985
Instagram:2,652,697
LinkedIn:353,564
Twitter:7,441,775
It has maximum followers on Twitter. The Instagram and Facebook handle has followers in the range of around 2-3M. The posts contain mostly promotional content which is related to their new product launch.
SEO Strategies
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.Cadillac.com has 203,605 organic keywords and it’s considered as good. That means the digital marketing of Cadillac is gaining a good number of insights.
SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.
Influencer Marketing
The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.
Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.
From the start, Cadillac has collaborated with many Influencers, Bloggers, Vehicles Page, etc for their marketing purpose. Their influencers have more than 500K+ followers.
Influencers promote the product (Cadillac) so that Cadillac gains popularity and the sales will increase via their fan’s following.
Ecommerce Strategies
Talking about the e-commerce strategies Cadillac sells its Vehicles from its own website with special offers. Shop. Click. Drive. This simple, innovative way to buy a Cadillac vehicle online.
This easy-to-use tool can help you find your perfect vehicle, select extended warranties and scheduled delivery with a participating dealer, whenever available.
Once you complete the process, you will be able to view a summary of your order, then your vehicle will soon be prepped by your nearest dealer. You can schedule a delivery appointment anytime with a participating dealer, where available.
Mobile Apps
Cadillac has more than 100+K downloads of their mobile apps with a 3-star rating in the play store. You can easily download their apps on your mobile. The app gives you all the directions on how to operate the vehicles.
Content Marketing Strategies
Cadillac is very active on social media. Cadillac has not lost its spark of innovation, and the team has paid even closer attention to meeting consumers where they are. Through consumer data, the automaker is always aware that although people are spending less time watching linear TV, consumer screen time has increased on platforms like social media, especially Youtube and Instagram.
According to Dias “They wanted to innovate by looking at where people are spending their time, and they want to show up in a way that is additive, not disruptive.”’
This ends its elaborative marketing strategy of Cadillac. Let us conclude our learning below from the marketing strategy of Cadillac.
What’s Unique in Cadillac Marketing?
In the marketing strategy of Cadillac, we saw that Cadillac is gaining love and support from all the places in the world. The popularity of the Cadillac brand is increasing all over the world.
We all know that digital marketing has taken a sudden change because of pandemics that affected our business.
As we all know, pandemics have impacted every organisation, and digital marketing has changed dramatically as a result. In this digital era, everything revolves around technology and hence, digital marketing has never been more important. Digital marketing is one of the best careers to get into right now concerning hiring demand and pay.
If you want to learn about digital marketing, check our Online Digital Marketing Course if you want to learn more and improve your marketing skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Cadillac has given you a good insight into the company’s marketing strategies.
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