Kia and U.K. Market
The problem that the South Korean motor company (Kia) faced was entering a mature market, which is the U.K car market.
Kia focused on increasing its brand profile by following many methods like: the 4Ps and the AIDA method. Their marketing strategy mainly involved around the 4Ps, the product they offered had the qualities that the customers wanted and the 7 years warranty gave them an advantage. The competitive price was also a major attraction for consumers. Moreover, the 166 dealerships helped to raise its brand profile while partnerships supported the promotion. Kia believes that promotion is about communication, so they focused on getting consumers’ attention, interest, desire and get them to buy through sponsorships. The company sponsored many sports event such as cricket, football and tennis events. In addition, Kia encouraged some environmental issues to support the public concern.
Overall, the U.K car market was a big challenge for Kia. However, by using influential marketing and promotion strategies Kia managed to boost its brand profile so it became the fourth largest car company in the world.