1. ROLLS-ROYCE MOTOR CAR
THE ECSTASY OF DRIVING
GROUP PRESENTATION
Alice Poldi - 15057917
Ayber Aydogan - 15057278
Biancamaria Niola - 15057240
Dyah Nadia Puspitarini - 15121381
Esra Bombaci - 15058690
Francesca Pietrarossi -15023975
Jamie Chen- 15122966
April 13th 2016
Oxford Brookes University
MSc Marketing
Strategic Brand Management
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2. DEVELOPING A NEW POSITIONING IDEA:
THE PROCESS
1. ANALYSIS:
- PASSION POINT
- SWOT ANALYSIS
- COMPETITORS
2. STRATEGY:
- POSITIONING IDEM MODEL
(PIM) “4C4D”
- VISION, MISSION & VALUES
NEW PERSONA
NEW POSITIONING
IDEA
3 IMPLEMENTATION
IDEAS
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5. 1. IDEOLOGY:
BRAND HISTORY AND FOUNDATIONS
• Rolls-Royce Motor Cars is a company which manufactures state of the art,
luxurious, comfortable, and technologically innovative automobiles
• Founders: Charles Rolls and Sir Henry Royce
1907
Silver Ghost
was created
1913
Alpine Trial
1930’s
Phantom II
was designed
1950’s
Silver Dawn was
created and became
the most significant
effort of Rolls-Royce
1960’s
New target
demonstrated interest
and attraction
to Rolls-Royce -
celebrities
1970’s
Company went
through a difficult
financial period.
1998
Volkswagen acquired
Rolls-Royce, however did
not have the rights to
build cars under Rolls-
Royce name
2003
Rolls-Royce Motor Car
Limited was founded and
BMW started naming its
cars under the Rolls-
Royce name.
1906
Rolls-Royce Ltd
was founded
1920’s
Phantom I
was designed
1980’s
Vickers acquire
Rolls-Royce
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6. 1. IDEOLOGY:
ETHOS, VALUES, SET OF PRINCIPLES
VISION: ’Strive for perfection in everything you do. Take the best that already exists and make it better. If it
does not exist, desIgn it’ - Sir Henry Royce
MISSION: ‘To provide mobility with comfort’, perfection and excellence in terms of aesthetics and elegance
but also in terms of technology and innovation.
VALUES: ’Built on trust, driven by performance’. Integrity, reliability and innovation. «At the heart of
everything we do is trust». Emotional brand: feeling of great pride.
CORPORATE OBJECTIVE: ‘Design without compromise’, design «the best car regardless the cost»
BRAND PHILOSOPHY: ‘Inspiring greatness’, offering a luxurious experience, representing a lifestyle.
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7. John Lennon’s psychedelic car caused great disapproval and even anger of a woman
who saw the car who attacked the automobile with her umbrella shouting:
- «..you swine! How dare you do this to a Rolls-Royce!»
Rolls-Royce armored car was used during World War I and II and was a great
advantage for the forces of Britain
1. IDEOLOGY:
The Rolls-Royce REPUTATION
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8. 2. CONSUMER:
CUSTOMERS
PROFILE PERCEPTIONS
• Average age: 53 in 2011 and 45 in 2016
• Very small segment of consumers who are among the wealthiest
in the world
• Individuals who enjoy luxury and all the benefits such super-luxury
can offer
• 2 groups:
1.Old money – those who want heirlooms to pass onto following
generations;
2.New money- those who are in search of recognition and claiming
their status.
• Strategy centered around the consumer: exclusive dinners,
personalised letter to the customer by CEO
• Customers are so central and essential to the brand because
about 1/3 of Rolls-Royce business are repeated customer
• “Before the new Phantom was launched, Rolls-Royce had
the image of a car for middle aged men, but the new
Phantom is unique. It has both faces – old and young” -
Nigo, Japanese designer
• “It doesn’t get much more stately, opulent or luxurious
than Rolls-Royce. For decades the marque has set a
standard that other luxury carmakers have aspired to
reach” – Edmunds.com
• “We had it personalised by including a number of
additional bespoke details. I think owning a car as the
Phantom is tantamount to possessing a rare art
masterpiece. It is that will remain distinguished and
valuable” – Sheik Jabber Al-Abudallah Al Jaber Al-Sahah
(member of Kuwaits ruling family)
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9. 2. CONSUMER:
NON-CUSTOMERS
PROFILE PERCEPTIONS
• Those who do not use the product (although very few)
• Those who cannot afford such luxury products
• Those who do not like to attract attention
• Those who prefer to drive a sports cars
• Those who do not appreciate such over the top luxury
• Supporters and loyal customers of other luxury car brands
• “I just don’t get it. I don’t get how anyone could
find this car attractive. It is truly hideous to my
eyes”- John Marc (edmunds.com)
• “Excellence had to overcome the lack of the
mechanically adventurous, as a Rolls-Roye come
to lack the technical sophistication of far cheaper
German cars” – Daniel Pund (Edmunds.com Sr.
Editor)
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10. 3. CAPABILITIES:
WHAT IS ROLLS-ROYCE GOOD AT?
• Throughout one-hundred years, Rolls-Royce’s built its brand around the concept of
exceptional engineering, quality and reliability
• Incredible attention to detail
• Spirit of Ecstasy - representing the perfection of Rolls-Royce
• Radiator grill - “it is entirely made by hand and eye, no measuring systems are used
and it takes one man, one day to make a Rolls-Royce radiator and 5 hours of
polishing”
• The silent car -> 1913 Alpine Trial started aiming at performance quality
• Meeting and surpassing expectations in terms of of technological innovation,
super-luxury, and comfort .
• Exceptional engineering team, designers, and dealers.
• Rolls-Royce spoils its customers.
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11. 3. CAPABILITIES:
FINANCIAL SITUATION
• In the 2014 Rolls-Royce reached record sales for the 5th consecutive year by selling 2,063
cars (an increase of four fold since 2009).
• Greatest market : US, the Middle East and UK. Abu Dhabi was the best performing
dealership in 2014. There are a total of 127 Rolls-Royce dealerships now.
• The Ghost Series II and Wraith received great demand, however the Phantom remains the
leading product driving the company
• 2014 also was the year with the highest level of customisation of automobiles (Bespoke
Designs, Black Badge)
• Rolls-Royce is still the leading player in the ultra-luxury market
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13. PHANTOM
The most iconic and classic Rolls-Royce car
‘Born of the desire to be The Best Car in the World’
GHOST
‘Ghost exudes simplicity, fluid lines and a contemporary
profile’
Both to drive and be driven
WRAITH
Wraith exudes refinement and power, ’It evokes a sense of
energy, even when standing still’
Experience of comfort while driving, freedom and control
DAWN
‘Experiencing unexpected and endless possibilities’
‘Sensuous a contemporary look, a vision of dynamism and
progress’
3. CAPABILITIES:
PRODUCT RANGE AND TARGETS
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14. BLACK BADGE
A BOLD NEW LUXURY FOR GHOST AND WRAITH
TOWARDS A YOUNGER TARGET (40+)
‘Black Badge is for the fearless. The rule-breakers and the risk-
takers’
‘Performance is enhanced for a more dynamic drive, thrilling the
senses and commanding attention on the road. ’
‘Black Badge is for those who dare’
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15. Category
• Super luxury automotive market.
• Products in the market is the finest ones in terms of quality, comfort, performance, etc.
• There are several divisions within the luxury car market; luxury saloon, specialist sports, SUV’s.
Competitors
• Luxury car market has been dominated by several main brands as Rolls-Royce, Maybach, Bentley, Aston
• Martin, Ferrari, Bugatti.
• Brands have a strong reputation among the consumer. However, every brand has their own strengths and
weaknesses comparing to others.
Category Hotspot
• In recent years, competitors have been designing and launching new SUV design to the market (Bentley-
Bentayga, Aston Martin-Lagonda SUV Concept).
• Due to environmental concerns and changing on consumer behaviour some competitors have designed
concept hybrid cars for the future. (Aston Martin-Rapide S, Bentley-Concept). As an evidence, pure electric
car registrations increased 167% in 2014.
• Mass customisation on products (Black Badge).
4. ENVIRONMENT:
MICRO ENVIRONMENT
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16. Aston Martin-Lagonda SUV Concept Bentley-Bentayga
Aston Martin-Rapide S - Hybrid concept Bentley-Concept
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17. 4. ENVIRONMENT:
MACRO ENVIRONMENT
Car manufacturing is highly connected with technological developments, according to that
focusing on innovation and on technology is fundamental.
In 2020, 50.000 jobs are expected to be replaced by new employees, companies are requiring a
certain educational level and quality labour as a social state.
Nowadays brands are concerning more on the environmental* and ethical responsibilities,
therefore a company in motor car manufacturing market should follow these trends**.
*13.4% of pollution has occurred due to petrol usage.
**CO2 emissions have reduced 26.4% in the last decade.
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18. Brands/Models Target Audience in The UK Points Of Parity Points Of Difference
Bentley
Brand
• 1.Male, 55+ y.o., ABC1 (-1.3% in 2015-16)
• 2.Male, 40-54 y.o. ABC1 (+3.6% in 2015-16)
• Regions: London, Midlands
• Top Region 2015-16: Yorkshire
• British luxury cars producers
• Status icon
• Targeting a younger audience
• Expanding the market in China and
North America
•Similar range of prices
• RR: pure luxury/B: top sport cars
• RR: ‘the car that you want be driven in’/
B: ‘the car that you want drive’
Bugatti
Brand
•1. Male, 55+ y.o., ABC1 (-2.7% in 2015-16)
•2. Male, 40-54 y.o. ABC1 (+1.6% in 2015-16)
• Regions: London, Midlands
• Top Region 2015-16: Yorkshire
• Premium prices
• Huge market in the Middle East
• Status icons
• RR: Luxury cars/B: super fast sport car
• RR: comfort/B: power, speed, perfrmace
Aston Martin
Brand
•1.Male, 55+ y.o., ABC1 (-3.8% in 2015-16)
•2.Male, 40-54 y.o. ABC1 (+4.0% in 2015-16)
•Regions: London, Midlands
•Top Region 2015-16: East Anglia
• British luxury cars producers
• Super premium luxury cars
• Product customisation
• Strong brand image
• RR: lifestyle/AM: choice of being
• RR: daily bases/AM: dynamic, the
pleasure of driving as a special moment
• RR: classy/ AM: sporty, aggressive design
Mercedes-Maybach
S600
Model competitor of Ghost
• 1.Male, 55+ y.o., ABC1 (-0.2% in 2015-16)
• 2.Male, 40-54 y.o. ABC1 (+0,9% in 2015-16)
• Regions: London, Midlands
• Top Region 2015-16: Yorkshire
• same engine, performance, and
sizes
• high luxury design and materials
• focus on the driving experience but
in a classy and innovative product
• different prices: MM is approximately the
half of a RR, the RR name charges more.
• RR: the whole brand is luxury/MM: a super
luxury Mercedes model
Ferrari - GTC4Lusso
Model competitor of
Wraith, Ghost and
Black Badge
• 1.Male, 55+ y.o., ABC1 (-2.9% in 2015-16)
• 2.Male, 40-54 y.o. ABC1 (+2,3% in 2015-16)
• Regions: London, Midlands
• Top Region 2015-16: Yorkshire
• Customisation, innovation,
elegance, versatility
• Sophisticated style but also dynamic
• excellent driving control and security
• RR: class and tradition/F: speed and
performance, power, aggressive design
• F: slightly lower price
• RR: craftsmanship experience/F: the best
exciting driving experience
ANALYSIS (2/3):
COMPETITORS
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20. COMPETITORS:
POSITIONING MAP IN THE LUXURY MARKET
Comfort Performance
Aggressive design
Elegance
Mercedes-Maybach S600
Ferrari GTC4Lusso
21. Strengths
• Technology support
• Strong brand image
• Superior build quality
• High profile customer
• Good resale value.
• Weaknesses esign
• Similar design
• Shifting customer
• High maintenance cost
• Lower popularity among young people.
Opportunities
• Making environmental friendly
cars
• Also keeping the price premium
they should try and relax the
customer profiling procedure.
Threats
• The protectionists trade policies of various countries.
• Government regulations on CO2 emissions.
• Improved public transportation.
• Rising fuel price.
• Competitors introducing new models.
ANALYSIS (3/3):
SWOT ANALYSIS
Bjorn Asmussen (2015), P58211 SBM 2016 Session 3 (Week 7) HANDOUT
https://moodle.brookes.ac.uk/pluginfile.php/874539/mod_resource/content/1/P58211_SBM_2016_Session%2003_HANDOUT.pdf
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23. STRATEGY (1/7):
POSITIONING IDEA MODEL
Consumers: Desirable
● Targeting younger audience enjoying the ecstasy
of driving
● Deliver the idea of adventure while driving a car,
keeping the image of luxurious brand.
● Giving to the customers a revolutionary idea of the
brand that the target segment will respond to.
Competition: Different
● Icon of super luxury
● Providing excellent experience in producing
both classy and sporty cars.
● Offering the ultimate experience every time
the car is driven
● Reaching audience through storytelling and
social engagement.
Corporation: Deliverable
● It has been renowned for its exceptional
engineering, quality and reliability.
● “Strive for perfection”: everything RR does it
aims at nothing less than perfection.
● Even if the target market and the positioning
changes, consumers know that it will only
deliver excellence for their loyalty.
Context: Durable
● Driving is a pleasurable moment which can
provide new emotions. Therefore RR is the
expression of this new way of thinking.
● Flexible brand that can respond to the
changing needs over time
● By being both classic and modern it can satisfy
the needs of old and new segments.
Bjorn Asmussen (2015), P58211 SBM 2016 Session 2 (Week 6) HANDOUT
https://moodle.brookes.ac.uk/pluginfile.php/877273/mod_resource/content/1/P58211_SBM_2016_Session%2004_HANDOUT.pdf
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24. STRATEGY (2/7):
VISION, MISSION & VALUES
• Vision - Convey the ecstasy of driving a Rolls-Royce while keeping the brand
heritage and values intact.
• Mission - Providing the ultimate luxurious driving experience with comfort.
• Values - Reliable, Innovative, Provocative, Expressive, Vibrant.
Bjorn Asmussen (2015), P58211 SBM 2016 Session 4 (Week 8) HANDOUT
https://moodle.brookes.ac.uk/pluginfile.php/874539/mod_resource/content/1/P58211_SBM_2016_Session%2003_HANDOUT.pdf
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25. STRATEGY (3/7):
NEW PERSONA
35 y.o.
Extremely wealthy
In the middle of his career
Cool (trendy) and alternative
Fresh, active, enthusiastic and creative
Enjoys life and curious of the world
Interested in news, sports and motorsports
Thinks he is more sophisticated than the average 35 y.o.
Highly engaged in web
and social media activities
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26. ● • A younger target - 30-45 y.o., new money category.
● • Individuals who enjoy the finest things in life and who find pleasure in driving a
luxurious car.
● • Individuals who desire a car to be used during free time, special occasions –
mostly for leisure activities.
● • A car for those who like to stand out and want to be recognised.
● • A car for those who want the perfect blend of elegance and modernity.
STRATEGY (4/7):
TARGET SEGMENT
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27. STRATEGY (5/7):
IMPLEMENTATION IDEAS
1. Customers
NEW CAR MODEL: “THUNDER”
• Two seat car maintaining the Rolls-Royce’s luxury and comfort image.
• Staying loyal to the brand heritage, offering a car with more innovative features, aggressive and with
a younger design.
• Why should customers choose it?
• It is going to be a more leisure based activity car
• Competitors do not have a two seat model car yet
• Regarding to the fact that 2 seat cars are mostly for pleasure, it is a fact that younger people have
more leisure time
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28. STRATEGY (6/7):
IMPLEMENTATION IDEAS
2. Employees
A NEW DIGITAL ROLLS-ROYCE APP
Creating a new App which connects customer (through a private account) with support
service department.
Benefits:
• New digital communication platform
• Quick response for solving issues, customers’ feedbacks and opinions.
• Suitable for Rolls-Royce customers.
• Helps employees get customer insight.
• Annual meeting about trending information and exchange opinions inside the staff.
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29. STRATEGY (7/7):
IMPLEMENTATION IDEAS
3. Journalists
PROMOTION THROUGH STORYTELLING (“One Day With Rolls-Royce”)
Concepts:
• Fun short viral video
• Involving some influential journalist's personal experiences with the newest Rolls-Royce model
• Using #mydaywithRollsRoyce
• Rolls-Royce provides all the equipments needed for this
Boosts:
• YouTube
• Twitter
• Instagram
• Rolls-Royce Press Club
• Facebook
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30. CONCLUSION
Rolls-Royce is a highly superior brand that is targeting mainly for the 45+ years old people.
Our new strategy and positioning idea for Rolls-Royce is to target a younger audience - 35+ y.o. (more
vibrant, and dynamic customers) by not only creating new products that are suitable for them without
taking out the main ideology of Rolls-Royce itself, but also by establishing new ways of promoting.
These are 3 implementation ideas for this new positioning:
1. New Car Model
• Suitable for a younger audience;
• Dynamic and modern, yet with an elegant look.
1. Digital Rolls-Royce App
• Instantly connects customers and support service department.
1. Promotion through Storytelling
• Creating viral video;
• Involving some potentials journalists and influencers in the luxury sector.
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