In his famous 1967 book “Marketing Management”, Philip Kotler stated the four P’s—Product, Price, Place, Promotion—should be “right in all aspects” and besides to this all four should be represented so it is not a question of product or price or place or promotion being right, but rather of all four being right together.
Since then the competiveness within the market has increased as well as the speed of developments of new solutions, however the four “P’s” are still a useful tool. The changed market conditions make the realising of Kotler’ statement more challenging but also more critical to be successful
What about the product?
- Recently the buying public were confronted with a 3D Xenon car lighting experience on one of the most famous car exhibitions in Europe. Visitors were excited about the experience, understood the product and were willing to buy the solution.
- On the last Clepa Tech day in Brussels, LightSightSafety showed, with a real car in a dark room, the benefits of an adaptive lighting solution. EU delegates, FIA officials and journalists were convinced about the safety and comfort aspects of this device by this impressive demo.
Only two simple examples proving that the car lighting world has a range of solutions that attracts the buying public as well as convincing authorities and experts.
What about price?
Several analyses have shown that there is a strong correlation between the take rate and the relative Xenon price to the car price. This, reverse, correlation is strengthened by a different styling (halogen vs. Xenon) and/or offering the Xenon option as part of an option package. Why are some carmakers still not maximising this market opportunity by pricing light options at an attractive level the general public are willing to pay?