Automotive Services Marketing Series

Explain the nature of a promotional plan. · Explain the types of promotion. · Explain the role of promotion as a marketing function.

You are to assume the role of the marketing specialist for GO-TO, a company that provides robotaxi services in two large cities. The director of marketing (judge) wants you to create a promotional plan to introduce GO-TO to the city it will enter in summer 2027. GO-TO has fleets of autonomous driving vehicles, or self-driving cars, that are used as rideshare services in two major cities. Like its competitors, GO-TO has a mobile app where users can request a ride within the city limits. Unlike its competitors, GO-TO vehicles are self-driving, making the customer rely solely on technology. GO-TO has lower rates than other rideshare services but the driverless feature means passengers do not have help in loading or unloading bags or have another human being in the vehicle. GO-TO has had success in the first two cities; however, it took many months before locals felt comfortable in the vehicles and for GO-TO to be competitive with other rideshare services. As the company makes plans to move forward into a third city, the director of marketing (judge) wants to promote GO-TO in advance and hopefully reduce the amount of time that local residents take to feel comfortable. The director of marketing (judge) wants you to create a promotional plan that will introduce GO-TO to the newest city and help local residents feel comfortable with the experience. You will present your ideas to the director of marketing (judge) in a role-play to take place in the director of marketing's (judge's) office. The director of marketing (judge) will begin the role-play by greeting you and asking to hear the information. After you have presented information and have answered the director of marketing's (judge's) questions, the director of marketing (judge) will conclude the role-play by thanking you for your work.