Land Rover North America
-
Upload
swarupa-rani-sahu -
Category
Business
-
view
2.714 -
download
1
description
Transcript of Land Rover North America
Land Rover North America
Cheryl (F11014)Ramya (F11045)
Abhishek (F11061)Sagar (F11100)
Swaruparani (F11116)Varun (F11120)
Land Rover Brand Identity (UK)
• Brand essence: Rugged, authentic, freedom, adventure
• Core Identity– Practical: Focused on on-field performance– Simple: No-frills appearance– Rural: Primarily used in country settings– Utility: Multipurpose usage
Brand Personality of Land Rover (UK)
• Similar to post war Jeep• Farmers car but much more versatile,
“able to do everything”• “Simple and Strong”• “Distinctly Attractive”
Land Rover vs Range Rover (UK)Land Rover Range Rover
Product Category 4x4 vehicle “4x4” luxury vehicle
Image Farmers car with additional features
Possessed an aura of Dignity and Class
Design Considerations Designed for the tougher terrain
Built for the Freeways
Price High Well above competition
User Imagery “Simple people” with a liking for tough cars
Rich people wanting power with luxury
Landrover Range Rover
Corporate Sponsorships None mentioned Crossing the Darien Gap
Country Of origin UK UK
Age Possesses British Heritage Possesses British Heritage
Recognition “Starkly Practical and not Ugly” Amsterdam Motor Show.
“Seals Of Approval”
Advertisements Simple Convey meaning Added Luxury feel while keeping Rugged background.
When Land Rover entered North America…
• April 1986 – Range Rover of North America, Inc. – corporate name “Range Rover”
• For the Americans – an expensive new vehicle• Positioning based on: “British heritage”,
“luxurious styling” and “4WD capability”• 3 positioning options: a luxury car alternative,
the car the Queen drives, the best off-road vehicle available
• The Land Rover brand image was not yet established in the US customer’s mind
Range Rover in US – Brand Personality Drivers
Product and Non-product related characteristics
Product-related characteristics
• Product category: “4X4 with Luxury” car• Price: Expensive and well above competition• Attributes: Same as UK
Non-product related characteristics• User Imagery based on Idealized Users (as portrayed in
advertising): - DID NOT include people in the ad’s, so as not to prematurely
define the brand or restrict consumer audience
• Corporate Sponsorships: (helped position company as ‘Highly-responsible’ and ‘Off-road’) – ‘24 hours of Aspen’ downhill ski race – the most brutal
endurance ski race on the globe– ‘Sunshine Kids’ national children’s cancer organization – ‘Tread Lightly! On Public and Private Lands’ program– ‘Camel Trophy Adventure Rally’ – Olympics of 4-wheel drive
(grueling trial through deserts, rainforests and jungles)
• Public Relations:– Established the brand in minds of influential
opinion leaders– Primary target audience – Automotive Reviewers
(dictated consumer choice)– Events to reinforce the ‘Exclusive Range Rover’
image: Premier Launch event (trip to UK) Taste of Range Rover Lifestyle event (Lecture at
London’s Royal Geographic Society, Off-road instructions at Eastnor castle, Dinner at Earl Spencer’s home)
• Country of Origin: UK• Symbol:• Age: British Heritage• Company Image: • Ad style:– Bold, different, went against tradition– Off-beat British humor for the literate customer– Bold visuals with unconnected headlines (to give
customers a sense of Smartness and Satisfaction)– Price information included (status-symbol)– Did not include people
• Distribution:– Prestigious dealer network – contributed to the
perceived ‘exclusivity’ of the brand– Dealers – same wavelength as the company
Range Rover in US – Brand Personality Scale (BPS)
Differences in ‘The Big Five’ when compared to Range Rover UK
Dimension Range Rover - USA Range Rover - UK
Sincerity
Wholesome: classic, original, genuine
Wholesome: classic, original, genuine
Excitement
Daring: off-beat, excitingSpirited: outgoing, adventurousImaginative: humorousUp-to-date: aggressive
Daring: flashySpirited: adventurousImaginative: uniqueUp-to-date: contemporary
Competence
Reliable: secure, trustworthy, careful
High performance
Sophistication
Upper class: stylish, luxurious Elegance, luxury, romance, dignified, classy
Ruggedness
Outdoorsy: active, athletic, masculineTough: rugged, strong
Tough: rugged, strong
1990’s…• 1992 – Change of name to LRNA• “Is that a Land Rover or a Range Rover?” –
consumer confusion in identity• Consumers no longer driven by status concerns or
collection of possessions to denote wealth and prestige
• Experience and Safety of 4WD became more important
• 1998 – set a goal of 40,000 total LRNA units • Involved 2 strategic areas: branding, product,
retail
Major Competitors in SUV Market• Jeep : the best selling SUV brand
• Jeep wrangler ($11800)•Compact Jeep Cherokee($13600)• Luxurious Jeep Grand
Cherokee($21000)• Ford explorer : 2nd best selling SUV• Chevrolet: 3rd major player
• S-10•Chevy Blazers
Where does Discovery stand in comparison?
• Brand awareness for Discovery is very low , for range rover average familiarity compared to home grown Ford.
• Ad recall is also very low suggesting the need for more communication
• 32% of 50 ( 16%) think the car is excellent and only 4% would seriously consider buying it
• Discovery has less overall opinion compared to Range Rover but has higher buying intent ( might be because of the price )
Discovery – Is the message correctly conveyed?
Expert Opinion• Associate car with Range
Rover as well• Positioning seen as sporty
and adventurous; family vehicle positioning secondary
• Luxury lacking for some experts
• Emphasis on off-road capability
Car Message• Emphasis on safety, luxury,
and off-road capability• Positioned as family car and
Land Rover successor• Dissociation from Range
Rover• Product highlights: Dual
airbags in front and anti-lock braking
Decisions to be taken
• Positioning • Fund Allocation• Retail Strategy
Positioning
• Discovery - there is high price tag with only basic interiors causing confusion whether it is luxury 4WD - improve interior styling to bring it in consonance with price -should be clearly positioned as a premium product with off-road capability and on road style statement
Positioning
• Defender -the truly rugged adventure vehicle -a genuine boy toy only for fun and adventure and thrill
Range Rover 4.0 SE -the new range rover to be positioned as the modern avatar of new range rover with creature comforts and on road characteristics
Positioning
• Range Rover Classic -Original Range Rover Classic to be maintained - to be positioned for its nostalgic and emotional value for customers
Marketing Mix
• Increasing marketing budget to 20-30 mn$• Keep advertising budget to about 50%• Use more of TV advertising.• Corporate advertising in addition to individual models• Continued sponsorship of events like Camel trophy, and La
Ruta Maya Expedition• Continue courses and 2 –4 day workshops at Land Rover
Academy on 4 WD basics• Also special workshops for ice driving• Promotions and direct mailing for prospective 4 SE customers
Differences in ads
Retail Strategy
• Land Rover Center Concept to be followed• Dealers should only have Land Rover models