Promotional Strategy "Ferrari does not have to advertise because thesports pages in the local newspapers do it for him.”– Henry Ford Promotion through merchandising Strong Brand Presence throughout the world Co-branding exercise with various well knownbrands such as Puma, Acer, Mattel, Marcolin Brand values – Exclusivity, Customizability, Luxury,F1 Experience
Official Ferrari Magazine Started by Enzo Ferrari in 1930s Started by recounting special memories of eachseason Intimate glimpse into the stories that are notrevealed to the regular media Exclusivity- It is reserved for Ferrari clients in thefirst three years of ownership and for thoseawaiting delivery of their cars
Ferrari Owner’s Club, U.A.E. Founded in 2008 March by the ownersthemselves Projects the passion of its owners for their cars 80 members were enrolled in the first 8 months.This number is increasing rapidly.
Ferrari Store - Online Extremely simple and swift way to purchaseFerrari products like shoes, jackets and otherapparels Stores are also famous for their exclusive Ferraricollectibles Ferrari has collaborated with some of the bignames like Puma, the Danish Lego Co., Acer, etc Apart from shopping, customers can also test theFerrari Virtual Race, read the Forum and Blog andlot more
Ferrari Store - Physical Physical presence in AbuDhabi and Dubai – the keytarget markets Stores created in crowdedupscale malls to ensuremaximum visibility Merchandising to strengthenBrand Equity
Ferrari World Abu Dhabi World’s first Ferrari theme park Located at Yas Island, AbuDhabi (UAE’s Capital) Its iconic sleek redroof, inspired by the classicdouble curve side profile ofthe Ferrari GT body, spans200,000 SQM, carrying thelargest Ferrari logo evercreated Ferrari played an active partin its development, owned byAbu Dhabi government
Ferrari World Abu Dhabi It hosts 20 plus Ferrari themed rides andattractions Target audience – Families, fans and enthusiasts Key attractions: Galleria Ferrari, FormulaRossa, Viaggio in Italia, Junior Grand Prix, RacingLegends Guests can purchase merchandise from severalretail outlets throughout the park including thelargest Ferrari store in the world Italian dining experience