Land Rover North America Case Analysis Essay

September 10, 2017 Marketing

3. Merchandise Differentiation: What is the typical SUV consumer?

An SUV consumer is typically a male between the ages of 35-49. He is likely married but does non hold kids yet. His has likely completed portion of college. or is a college alumnus. He typically has an business other than being freelance or a professional/managerial occupation. The household income of an SUV consumer is merely below $ 50. 000 a twelvemonth up to $ 74. 999 a twelvemonth. Their most of import ground for choosing an SUV is its four-wheel thrust capableness. They largely use their Sport utility for running day-to-day errands and transit to/from work. They besides use their Sport utility for pleasance drive. Research showed that SUV consumers in the 1990s wanted both existent and fantastical experiences. alternatively of being concerned about position symbols or the aggregation of ownerships that showed wealth and prestigiousness. Harmonizing to Yankelovich Monitor study about retail shopping satisfaction. consumers dislike shopping for autos the most. Car shopping was ranked the most anxiety provoking and least satisfying of any of the retail experiences studied.

5. Brand Positioning: What are the three trade name positioning options from the instance? What are the pros and cons associated with each option?

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The first trade name place that was briefly considered for the Discovery was the place of being The More Low-cost Range Rover. The benefits of this placement were that they could utilize the constituted Range Rover trade name that SUV consumers in America understood and trusted. but for a more low-cost monetary value. They decided against this trade name placement because of the experience they had with the Range Rover Hunter. In focal point groups that they conducted. it seemed that there was a market for a less appointive vehicle so they created the Range Rover Hunter. But after the Hunter was introduced to the market in 1989. they realized that consumers viewed the Hunter as a “cheaper stripped down Range Rover” and it ended up being a failure.

The 2nd brand-positioning option that was considered was positioning the Discovery as The Definitive Family 4?4. Positioning the Discovery this manner would emphasize the certificates it had and portray it as a various household vehicle with top of the line safety qualities and 1990s manner. The benefits of positioning the Discovery this manner was that it focused on the market section that was looking for a vehicle for their household. which was different from how they positioned the Range Rover. so they were making a entire new audience. The negative facets of this trade name placement was that they might be estranging the consumer base that they had already created with the Range Rover because that audience was looking for more of the rugged off-roading trade name.

The 3rd brand-positioning option that was considered for the Discovery was the place as A Logical Evolution of the Legendary Land Rover. Positioning the Discovery this manner would do it look like the latest coevals of the reliable 4?4 trade name. and stressed huskiness. off-roading certificates. and trade name heritage in the advertisement. This placement would do the Discovery the general-purpose centrepiece of the merchandise line. The benefits of positioning the Discovery this manner was that it still had the same feel as the remainder of the Land Rover vehicles. but was more various in its utilizations. The negative facets of this option was that it was a batch like the trade name placement of all Land Rovers other vehicles and different offer any new versatility to the trade name and was marketing to the same audience that they had been with all the other vehicles.

6. Schemes for Growth of a Niche Brand: What strategic considerations are involved in traveling this trade name frontward? HINT: Your recommendations for traveling the trade name forward ( and apportioning financess. retail scheme ) must be consistent with your positioning scheme. Think about how you want your mark market to comprehend your merchandise.

After sing the different options of strategic programs discussed in the instance. we have decided on several schemes that we would urge as the best manner to maintain the trade name traveling frontward. We believe that the best brand-positioning option is positioning the Discovery as A Logical Evolution of the Legendary Range Rover because publicizing the Discovery this manner would do it the latest coevals of the 4?4 trade name and would be targeted towards the market section looking for huskiness and off-road capableness. while keeping the familiar trade name heritage and repute ( pg. 8 ) .

We have several recommendations for apportioning financess across marketing mix elements. We recommend that advertisement for the Land Rover trade name should be around 30 % of the selling budget and the advertizements themselves should be focused more on single theoretical accounts in the Land Rover line. with an every bit distributed degree of support for each of the vehicles in the line. Ad this manner will back up our trade name place because it will demo the development of the vehicles within the Land Rover trade name. Our recommendations for corporate sponsorships and public relation plans is to go on the Camel Trophy Sponsorship and showcase the Range Rover at the event to showcase the most popular vehicle within the theoretical accounts available under the Land Rover trade name.

The “La Ruta Maya Expedition” is the merely other major public relation run that we would urge go oning with because it is different from the runs that have been used in the yesteryear. which will assist support. the new evolved branding place. When it comes to see selling plans. we recommend that Land Rover decrease the sum of disbursement used on these plans because the plans hardly break-even and frequently are runing below capacity ( pg. 12 ) . We would. nevertheless. urge spread outing these experiential selling plans beyond the drive schools and concentrate more on newssheets and making a site on the World Wide Web. We believe that the support used on car shows. trader and employee preparation plans. and consumer research activities should be continued because these are cardinal parts of selling and are still of import traveling frontward with the new trade name placement ( pg. 11 ) .

Although we do believe that the construct of the Land Rover Centre could be a great move for the Land Rover trade name in the hereafter. we wouldn’t urge implementing this construct at this clip for several grounds. First. making a new trade name imagine should be the chief focal point of every determination that we make. and even though the Land Rover Centre could back up the new trade name image there are less expensive and less hazardous ways of back uping the new evolved trade name image. Second. many traders feel that Land Rover’s sale degrees are non high plenty to warrant the $ 2 million investing hazard ( pg. 13 ) . Last. the Land Rover Centre concepts requires that the trader web would hold to be significantly increased. which would deteriorate the many benefits that they have by holding exclusivity in the market place ( pg. 13 ) .

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