harvard and the silly goose

8/19/2019 harvard and the silly goose

1/25

Land Rover North America

Cheryl (F11014)

Ramya (F11045)

Abhishek (F11061)

a!ar (F11100)

"ar#$arani (F11116)

%ar#n (F111&0)


2/25

Land Rover 'rand dentity(*)

• 'rand essence+ R#!!ed, a#thentic,-reedom, advent#re

• Core dentity – .ractical+ Foc#sed on on/eld

$er-ormance

– im$le+ No/-rills a$$earance

– R#ral+ .rimarily #sed in co#ntry settin!s

– tility+ #lti$#r$ose #sa!e


3/25

'rand .ersonality o- Land Rover

(*)

• imilar to $ost "ar 2ee$

• Farmers car b#t m#ch more versatile,

3able to do everythin!• 3im$le and tron!

• 3istinctly Attractive


4/25

Land Rover vs Ran!e Rover(*)

Land Rover Range Rover

.rod#ct Cate!ory 44 vehicle 344 l##ry vehicle

ma!e Farmers car "ithadditional -eat#res

.ossessed an a#ra o-i!nity and Class

esi!nConsiderations

esi!ned -or theto#!her terrain

'#ilt -or the Free"ays

.rice 7i!h 8ell abovecom$etition

ser ma!ery 3im$le $eo$le "itha likin! -or to#!h cars

Rich $eo$le "antin!$o"er "ith l##ry


5/25

Landrover Range Rover

Cor$orate$onsorshi$s

None mentioned Crossin! the arien9a$

Co#ntry :- ori!in * *

A!e .ossesses 'ritish7erita!e

.ossesses 'ritish7erita!e

Reco!nition 3tarkly .ractical andnot !ly Amsterdamotor ho";

3eals :- A$$roval

Advertisements im$le Conveymeanin!

Added L##ry -eel"hile kee$in! R#!!edback!ro#nd;


6/25

8hen Land Rover entered NorthAmerica<

• A$ril 1=>6 ? Ran!e Rover o- North America,nc; ? cor$orate name 3Ran!e Rover

• For the Americans ? an e$ensive ne"

vehicle• .ositionin! based on+ 3'ritish herita!e,

3l##rio#s stylin! and 348 ca$ability

• @ $ositionin! o$tions+ a l##ry car

alternative, the car the #een drives, thebest oB/road vehicle available

• he Land Rover brand ima!e "as not yetestablished in the c#stomerDs mind


7/25

Ran!e Rover in ? 'rand

.ersonality rivers

.rod#ct and Non/$rod#ct

related characteristics


8/25

.rod#ct/related characteristics

• Product category+ 34E4 "ithL##ry car

• Price+ $ensive and "ell abovecom$etition

• Attributes+ ame as *


9/25

Non/$rod#ct relatedcharacteristics

• User Imagery based on Idealized Users (as$ortrayed in advertisin!)+- N: incl#de $eo$le in the adDs, so as not to

$remat#rely dene the brand or restrict cons#mer

a#dience

• Corporate Sponsorships+ (hel$ed $ositioncom$any as G7i!hly/res$onsibleD and G:B/roadD) – G&4 ho#rs o- As$enD do"nhill ski race ? the most br#tal

end#rance ski race on the !lobe – G#nshine *idsD national childrenDs cancer or!aniHation

– Gread Li!htlyI :n .#blic and .rivate LandsD $ro!ram

– GCamel ro$hy Advent#re RallyD ? :lym$ics o- 4/"heeldrive (!r#elin! trial thro#!h deserts, rain-orests and

J#n!les)


10/25

• Public Relations+ – stablished the brand in minds o-

inK#ential o$inion leaders – .rimary tar!et a#dience ? A#tomotive

Revie"ers (dictated cons#mer choice)

–

vents to rein-orce the Gcl#sive Ran!eRoverD ima!e+ .remier La#nch event (tri$ to *)

aste o- Ran!e Rover Li-estyle event

(Lect#re at LondonDs Royal 9eo!ra$hicociety, :B/road instr#ctions at astnorcastle, inner at arl $encerDs home)


11/25

• Country of Origin+ *

•

Symbol+• Age+ 'ritish 7erita!e

• Company Image+

•

Ad style+ – 'old, diBerent, "ent a!ainst tradition

– :B/beat 'ritish h#mor -or the literatec#stomer

– 'old vis#als "ith #nconnected headlines(to !ive c#stomers a sense o- martnessand atis-action)

– .rice in-ormation incl#ded (stat#s/


12/25

• istribution+ – .resti!io#s dealer net"ork ? contrib#ted

to the $erceived Gecl#sivityD o- thebrand

– ealers ? same "avelen!th as the

com$any


13/25

Ran!e Rover in ? 'rand

.ersonality cale ('.)

iBerences in Ghe 'i! FiveD

"hen com$ared to Ran!eRover *


14/25

imension Range Rover ! USA Range Rover ! U"

Sincerity

8holesome+ classic,

ori!inal, !en#ine

8holesome+ classic,

ori!inal, !en#ine

#$citement

arin!+ oB/beat, ecitin!$irited+ o#t!oin!,advent#ro#s

ma!inative+ h#moro#s$/to/date+ a!!ressive

arin!+ Kashy$irited+ advent#ro#sma!inative+ #ni#e

$/to/date+contem$orary

Competence

Reliable+ sec#re,tr#st"orthy, care-#l

7i!h $er-ormance

Sophistication

$$er class+ stylish,l##rio#s

le!ance, l##ry,romance, di!nied,classy

Ruggedness

:#tdoorsy+ active,athletic, masc#line

o#!h+ r#!!ed, stron!

o#!h+ r#!!ed, stron!


15/25

1==0Ds<

• 1==& ? Chan!e o- name to LRNA• 3s that a Land Rover or a Ran!e RoverM ?

cons#mer con-#sion in identity

• Cons#mers no lon!er driven by stat#sconcerns or collection o- $ossessions todenote "ealth and $resti!e

• $erience and a-ety o- 48 became more

im$ortant• 1==> ? set a !oal o- 40,000 total LRNA #nits

• nvolved & strate!ic areas+ brandin!,$rod#ct, retail

J i i


16/25

aJor Com$etitors in %arket

•

2ee$ + the best sellin! % brand• 2ee$ "ran!ler (11>00)

•Com$act 2ee$

Cherokee(1@600)•L##rio#s 2ee$ 9randCherokee(&1000)

• Ford e$lorer + &nd best sellin!%

•

Chevrolet+ @rd

maJor $layer


17/25

8here does iscovery stand in

com$arisonM

• 'rand a"areness -or iscovery is very lo" , -orran!e rover avera!e -amiliarity com$ared tohome !ro"n Ford;

•

Ad recall is also very lo" s#!!estin! the need-or more comm#nication

• @&O o- 50 ( 16O) think the car is ecellent andonly 4O "o#ld serio#sly consider b#yin! it

•

iscovery has less overall o$inion com$ared toRan!e Rover b#t has hi!her b#yin! intent( mi!ht be beca#se o- the $rice )


18/25

iscovery ? s the messa!e correctly

conveyedM

#$pert Opinion

• Associate car "ithRan!e Rover as "ell

•

.ositionin! seen ass$orty and advent#ro#sP-amily vehicle$ositionin! secondary

• L##ry lackin! -or some

e$erts• m$hasis on oB/road

ca$ability

Car %essage• m$hasis on sa-ety,

l##ry, and oB/roadca$ability

• .ositioned as -amilycar and Land Rovers#ccessor

• issociation -rom

Ran!e Rover• .rod#ct hi!hli!hts+

#al airba!s in -rontand anti/lock brakin!


19/25

ecisions to be taken

• .ositionin!

• F#nd Allocation

•

Retail trate!y


20/25

Positioning

• iscovery

/ there is hi!h $rice ta! "ith only basicinteriors ca#sin! con-#sion "hether it is

l##ry 48 / im$rove interior stylin! to brin! it inconsonance "ith $rice

/sho#ld be clearly $ositioned as a

$remi#m $rod#ct "ith oB/road ca$abilityand on road style statement


21/25

Positioning

• efender

/the tr#ly r#!!ed advent#re vehicle

/a !en#ine boy toy only -or -#n and

advent#re and thrill

Range Rover &'( S#

!the ne" ran!e rover to be$ositioned as the modern avatar o- ne" ran!erover "ith creat#re com-orts and on roadcharacteristics


22/25

Positioning

• Range Rover Classic

!:ri!inal Ran!e RoverClassic to be maintained

! to be $ositioned -or itsnostal!ic and emotional val#e -orc#stomers


23/25


24/25

iBerences in ads


25/25

Retail trate!y

• Land Rover Center Conce$t to be-ollo"ed

• ealers sho#ld only have Land Rovermodels

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harvard and the silly goose