MINI has set strict parameters for the dealers to work within and even though dealers have a certain amount of freedom in relation to the marketing activity they carry out.
Marketing success of a company on a great deal depends on how and to what way the company promotes its product/brand (Kotler, 2005). Promotion tactic in marketing strategy are heading for creating awareness about the product offering, where marketers in a company may well reach to the target customers using advertising, personal selling, sales promotion, sponsorship marketing etc. However, marketers in every company are faced with the problem as how to promote the product offerings to the targeted customers (Shimp 1996, 10). Considering the fact that products do not promote themselves, it is a foremost factor for marketing strategy of every company to make aware the customers about the introduced products. In view of the fact that advertising of products is generally expensive and slow in demonstrating positive results in the early stages, therefore marketers in companies are suggested to look for other promotional strategy as well, other than popular advertising strategy. Marketers in MIMI duly realize that public relations for the company is particularly imperative which is why MINI UK has been deployed to work hard to carry on company in the news on a national basis and have a devoted MINI Media Relations Manager to handle requests from nation newspapers, magazines and broadcasters. More importantly, on a local basis the company offer the dealerships access to the its Corporate Communications Team which helps out every dealership in public relationship linked matters, offering them with particulars of the key journalists and contacts to exercise regarding specific promotions, adverts and editorials.