Commenting on an external blog – MINI drives sales by engaging current loyal customers.

I agree with the blog post that Jackie Huba posted. The basic idea is that the motoring company, Mini Cooper, is reaching out to its existing customers to win their loyalty by giving them gifts and thank you cards. This logic makes sense because there are lots of wealthy people all around the world who can easily buy cars. But, these people look for something more than just a product; they are looking for relationships. The relationship they seek is based on loyalty and service. Mini’s marketing strategy is to win over existing customer’s heart so that they will not purchase cars from other manufacturers. Doing this may be fairly new in the car industry, as other companies tend to only seek out new customers only. Mini is creating a family atmosphere by having annual gatherings for all Mini owners around the world (miniworld). The reason for this is so that Mini owners get to showcase their cars and share their passion of driving Minis with other Mini owners. These events are made exclusively for Mini owners as well.

Based on what I learned in class, I can say that Mini Cooper’s strategy is not only product differentiation with its sports city car filled with British passion, but also marketing focus strategy by appreciating and taking care of their customers. By doing so, people actually feel appreciated by the Mini corporation when they purchase a car from them.

works cited:

Huba, Jackie. “MINI Drives Sales by Engaging Current Loyal Customers.”Jackie Huba. N.p., 29 May 2014. Web. 05 Oct. 2014. <http://jackiehuba.com/2014/05/mini-drives-sales-by-engaging-current-loyal-customers.html>.

“Mini Events.” Mini Events. Kelsey Publishing Group, n.d. Web. 05 Oct. 2014. <http://www.miniworld.co.uk/the-scene/mini-events>.