BRAND SCORECARD AND RIVAL COMPETITIONBy: Stanley Wiputra

FERRARI: DESIGN

• Parent Company: Fiat S.p.A

• Brand Name: Ferrari

• Slogan: “Everything We Do is Driven by Ferrari.”

• Originator: Enzo Ferrari

BRAND MARKETING

• Position: Ultra Exclusive Brand begin at: $230,000

• 3 segments: Sports cars, super sports cars, & racing cars.

• Marketing Activities:

• F1 Racing

• No conventional advertising.

• New Channel: Create dealership that sells vintage Ferrari.

BR

AN

D G

RO

WTH

BRAND VALUE AND EQUITY• Brand Value: $3,770 M

• In 2012, company’s revenue jumped by 8% to 2.43 B euro.

• Awards: World’s Most Powerful Brand 2013 - Brand Finance

• Growth Strategy: - Gasoline-electric hybrid vehicle in 2014 & put more effort in China.

SCORECARD• In 2012, Ferrari sold 7318 units. Lamborghini sold 2083.

• Secondary Brand Share: Ferrari sold 77%, measuring only Lamborghini and Ferrari total sales. Program, Initiatives, or

Actions

Key Performance

Indicators

Target Timeframe

Win United States Grand

Prix1st place or not

November 17, 2013

Reduction of co2 emission.

Every car produced should have lower co2

emission, than the previous type.

Every car produced.

LAMBORGHINI: DESIGN

• Parent Company: Volkswagen Group

• Brand Name: Automobili Lamborghini S.p.A

• Slogan: “Closer to the Road”.

• Originator: Ferruccio Lamborghini

BRAND MARKETING

• Position: Ultra Exclusive Brand

• Strengths of the brand: Extreme

• Marketing Activities:

• Ending business activities in Iran.

• Lambo have 120 dealerships worldwide.

• Growth strategy: Diversification

• Opportunity: Expand in China, fastest growing market.

BRAND GROWTH

• Marketing & Promotional Activities:

• Police force in Dubai and Italy.

• Clothing line.

• Pull marketing: no longer need to advertise

BRAND VALUE AND EQUITY

• Lamborghini sold 2083 on 2012.

• Rose by 30%. Up by 34% in Europe despite financial crisis.

• Revenue up by 46% to $610 millions.

• Nine locations in China, 100% growth in Chinese sales volume since 2010.

• Great growth strategy:

• Diversification by intense research and development.

• Maximize market penetration.

SCORECARDProgram,

Initiatives, or Actions

Key Performance

Indicators

Target Timeframe

Brand Extension by line of

clothing and accessories.

Have one store in every big

market countries.

2016

Maximize market penetration in

China.

Triple number of sales.

2014

REFERENCES•  

• Bowman, Z. (2013, February 22). Ferrari rated world's most powerful brand ahead of apple. Retrieved from http://www.autoblog.com/2013/02/22/ferrari-rated-worlds-most-powerful-brand-ahead-of-apple/

• Fangfang, L. (2013, May 09). Ferrari planning sales push in china. Retrieved from http://europe.chinadaily.com.cn/business/2013-05/09/content_16486426.htm

• Ferrari logo history. (2011, September 20). Retrieved from http://www.logodesignlove.com/ferrari-logo-history

•  Patriquin, M. (2013, September 16). Ferrari hybrid marks the beginning of the end for gas-powered automobiles. Retrieved from http://www2.macleans.ca/2013/09/16/ferrari-hybrid-marks-the-beginning-of-the-end-for-gas-powered-automobiles/

• Siroen, R., Zandt, S. V., Penner, S., Heiser, M., & Vink, J. (n.d.). Ferrari logo history. (2011, september 20). retrieved from http://www.logodesignlove.com/ferrari-logo-history. (Master's thesis, University of Hertfordshire)Retrieved from http://www.matthias-heiser.de/deutsch/person/stationen/england/reports/business_manuf_2.pdf

• Stephan winkelmann, president and ceo of automobili lamborghini, is decorated as a grand officer in the order of merit of the italian republic. (2010, December 1). Retrieved from http://www.lambonb.com/custom13.html

• Uani applauds maserati, lamborghini for ending business activities in iran. (2013, January 10). Retrieved from http://www.businesswire.com/news/home/20130110006180/en/UANI-Applauds-Maserati-Lamborghini-Business-Activities-Iran