Land Rover Case Study Presentation

Land Rover – Case Study Presentation Consumer Behavior - Group Number – 2 Alok Shukla, Dharmesh Gandhi, Saurabh Jain, Narendran Subbaiah, Adarsh Natarajan, Ramanathan G A

Land Rover Positioning – Historical Positioning - UK
Land Rover – Functional Value Product
Range Rover – Emotional Value Product
Lifestyle Brand (Hedonic Concept)
JND concept applied for incrementally increasing the price of Range Rover
PR activities targeted towards effective use of reference groups and opinion leaders

Initial Positioning in US
Range Rover
Perception Aspects
Had to develop category membership and provide point of parity
Point of Parity
Four Wheel Drive
Ruggedness, Safety
Pricing
Price dissonance was reduced by educating the customer of its culture and heritage
Point of Difference
4WD with Performance Luxur y of a Car
Positioned as Luxury Brand with British Heritage
Perception Organization
Self Selection using the pricing info in Ads
Figure & Ground (Advertisements – Vehicles with mudd y ground )
Use of concept of closure through its ads
Perception Selection - Problematic going by the low Ad Recall and Brand Awareness numbers (Exhibit – 10)
Perception of exclusivity created due to few distributors.

LRNA Stable – Applied Concepts
Market Segmentation
With the 4 X 4 leisure segment, made target users based appeal
LR Discovery with Dual Positioning
For Young, affluent adults, provided Visible Statements, 3 Doors car
For conservative, smart buyers – Functional values, 7 doors car
Umbrella Positioning
Moved over from a single offering to multiple products under a single brand
Discovery
Range Rover
Defender 90

Land Rover Discovery – Some Perceptual Findings
Discovery is in the same segment as Ford Explorer and Grand Cherokee, however it appeals more to highly educated buyers.
Discovery is also the brand brought predominantly by the affluent class.

Land Rover Discovery - Pricing Dissonance?
Is the price of the car in the segment too high ?
More important as the target is to sell 40000 cars in an year
Is price dissonance a bottleneck for LR Discovery sales volume growth ?
Customer don’t find positive acquisition utility.

Land Rover– Key Recommendations
Product Positioning
To reduce price dissonance, new messages should be constructed to enforce premium positioning
Need to enforce famil y based advertisements more strongly by using the concept of chunking/grouping.
Transaction Utility concept
The “Transaction Utility’ could be played up to ensure that customers felt good about their decision to purchase the LR. This could be used by following retailing strategy.
Allocating funds for Marketing Mix elements
Increase budgetary allocation to fund image building activities for the parent brand
To increase Ad Recall and Brand recollection and also to educate the customer on brand-premiumness, PR activities needs to be increased.
The relevant concepts are increase in sensory inputs using Weber's law.
Print Advertisement should focus on reinforcing aesthetics and comfort features where there is a perceptual deficit for LR Discovery vis a vis Ford Explorer/ Grand Cherokee
Experiential marketing program should be aggressively pursued
Invest in Love of Product Seminars to increase ownership
Invest more in Driving Academ y – Can be used to drive perceptions for performance facets
Retailing Strateg y
Continue with centers -make shopping of vehicles a high involvement activit y .
These centers would help in increasing the association with in brands and people and help in shifting the reference prices.

Land Rover Case Study Presentation

by Dharmesh Gandhi on Nov 26, 2009

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Land Rover Case Study Presentation — Presentation Transcript