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02 jaguar august 13th 2011

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  • 1.  Founded on 11th Sept. 1922 as Swallow Sidecar Company  Sir William Lyons and William Walmsley  Changed to Jaguar Cars Ltd., in 1945  Merged with British Motor corporation 1968  Acquired by Ford in 1989  Acquired by Tata Motors in 2008  Jaguar has numerous nos of Successful model  Current car models are XJ, XF, XK
  • 2. Automotive Previous owners 1948—1967 Rover Company 1967—1968 Leyland Motor Corporation 1968—1986 British Leyland Motor Corporation 1986—1988 Rover Group 1988—1994 British Aerospace 1994—2000 BMW 2000—2008 Ford Motor Company Current models - FL2, Disc 4, RRS & RR
  • 3.  Mission Statement  “to create and build beautiful fast cars. Cars that bring the enjoyment and exhilaration of driving to life”  Objective  To produce the most innovative cars  To develop the “Super car” that runs on electricity  To continue to epitomize the “Luxury” segment
  • 4.  Size of luxury car market expected to grow by over 50% to 24,000 unit against 16,000 LY(above units comprising of BMW, Audi &Mercedes other premium luxury cars  “During last five years, the luxury segment here grew from 0.16% of total car market to 0.60% in 2010. And now it has grown to 0.70% in till February this year”  Number of HNI’s in India to swell almost 3 times over the next 7 years (liquidity in 4.5 cr in above)
  • 5. JAGUAR MERCEDES BENZ BMW AUDI XF / XFR E Class 5 Series / M 5 A 6 / A7 XKR Coupe & Convertible E Class Cabriolet 6 Series / Z4 R8 / RS5 XJ S Class 7 Series A 8 LAND ROVER MERCEDES BENZ BMW AUDI Freelander 2 M Class X 1 Q5 Discovery 4 GL Class X 3 Q7 Range Rover Sport R Class X 5 Q7 Competition for JLR
  • 6.  Segmentation  Niche Segment:  Elite class customer segment  HNI customers  Target  Entrepreneurs and stars  Status Symbol  Positioning  New luxury car
  • 7.  Product  XK (Sportscar)  XJ (Luxury executive Saloon)  XF (Luxury Coupe saloon)  FL2,Disc 4, RRS & RR  Place  Mumbai  Delhi  Ahmedabad  Hyderabad  Price  Price range ranges from Rs. 35 Lakh to 1.5 Crore  Promotion  ATL 20% and BTL 80%
  • 8.  Political  Governments regulations  Industry highly unionized  Economical  Economic development  Higher Standard of living  Low Cost of Production  Socio Cultural  Move towards Environmental Friendly Cars - Highly innovative  Technology  Technology diversification, Increase in mass production
  • 9.  Potential entrants: German Manufacturers  Threat of Substitutes  Competitive luxury cars  Power of Buyers & Suppliers:  Buyers demanding excellence, quality & service  Competitive Rivalry:  Mercedes, BMW, Porche, Lexus, Audi  Different cars appeal to different people
  • 10.  Strengths:  Quality  Culture  Identity  Luxury  Innovative technology  Weaknesses:  Narrow range of vehicles  Dealership network  Unable to radically alter design  No economies of scale
  • 11.  Opportunities:  Economic growth in India  New market opening up  New technology readily available  Threats:  Competition from other luxury brands  Potential economic slowdown due to recessionary trends in the US
  • 12.  To increase penetration  Reduce dependency on foreign markets and enter new ones  Focus on dealer network  360 deg promotion  Increase range of cars produced  Diversification and to spend more on R & D
  • 13.  National communications  Press, Television, OOH  Digital communications:  Targeted websites to increase brand awareness and increase traffic on Jaguar’s website  Experiential  Track events  Luxury drives  PR & Social media  Engage press and bloggers with new stories  Brand Partnerships and Cross Promotion  Work with companies with similar interests to leverage new business e.g. Barclays Wealth (investment bank)  CRM  Having robust data to target the correct people  Dealer Marketing In a very competitive and saturated market, using all available marketing channels to communicate messages is vital (marketing mix), these include:
  • 14.  Results:  2009 – 2010 – 229 units  2010 – 2011 – 891 units  2011 – 2012 – 568 units (till date)  Increased awareness of Jaguar & Land Rover in India  Increased visibility of Jaguar & Land Rover in India
  • 15.  Increased Target Audience  Increased presence in Metros  Increased Semi-Urban presence  Increased quality & dealer networks  Increased range of models
  • 16. Brochure’sInteractive unit Business card drop In-Flight TVScreensavers Mega 96$ Digital Screens First class & Business Lounge Domination
  • 17.  2011 – 2012  1200 units  2012 – 2013  1800 units  2013 – 2014  2700 units
  • 18.  Launch Events  Press Conference  Customer Events  Outdoor Events  Full Page Ads  “HELLO DELHI,HYDERABAD & AHMEDABAD”  LOI – Letter of Intent given to Dealers for conducting business for JLR Brands
  • 19.  Jaguar XF (new shape)  Jaguar XFR (new shape)  Jaguar XKR Coupe & Convertible (new shape)  Jaguar XJ (new added features)  Range Rover Evoque
  • 20.  Business Awards – UKTI / Filmfare Awards  Football World Cup Finals  Screening Event  Fashion Shows by Leading Fashion Designers  Boating Event – Regatta  Infilm Placements - ZNMD
  • 21.  1% Marketing Support from Tata Motors Ltd from the total cost of vehicles procured from us  Any thing additional will be borne by the dealers  Outdoor  Mall Displays  Associate Events  Promotional Offers
  • 22.  Dealer Network Expansion at  Ludhiana  Bangalore  Chennai  Cochin  Pune
  • 23.  Range Rover Evoque launch in India  MY12 Jaguar XF Diesel Launch  Auto Expo 2012 – Delhi  Jaguar Boating Regatta
  • 24.  Sustenance Campaigns  Outdoor/Mall Displays  Associate Events  Lifestyle / Fashion Magazines  Infilm Placements  Stand alone Product Launch
  • 25. Thank you

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