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Land Rover
- 2. Sector: Automobile BRAND: LANDROVER • The most iconic four wheel drive vehicle that was introduced in 1948 has been in used in war, adventure and is a formidable off roader now. It has achieved 1.11% UK market share in 2016, and has crossed over 500,000 units. • The brand has the following models: Defender, Discovery, Freelander, Range Rover, Range Rover Sport, and Range Rover Evoque, Velar both in petrol, diesel models.
- 3. Business objectives • The current objective for LandRover HQ in 2017-2018, is to reach a million sales worldwide that includes all sales across all continents. SUB BUSINESS FOCUS IN KEY MARKETS: • To look at Asian market followed by Middle east as a priority (sustain 30% aggregate YoY sales) • To boost USA and Australia sales aggressively • To focus on next generation hybrid, electric options to sustain the evolution of the brand globally.
- 4. Social Media Strategy • To choose the top five media platforms used in the social media marketing: Facebook, Twitter, Instagram, Whatsapp, Pinterest • Push in teaser campaigns for each model based on the options of 3 door, 5 door, colours, engine variants. • The functionality and backdrop needs to be changed for highlighting the usage • All of these will be a photo shoot, video campaigns with strong communication message to the target audience.
- 5. Impact Analysis • Social media with web2.0 can help to target specific demographics by postcode, city, age and income group which is a focused penetrative approach. • LandRover promotional awareness • Build consideration set for prospective consumers • Test drive conversion This will help to engage more customers, with reduce marketing costs using real time approach. This reduces financial advertising budget outlay, and higher increase in customer engagement with e-word of mouth setting recommendations based cross selling of the brand easily.
- 6. THANK YOU!
Editor's Notes
- The chosen category is automobiles which is of UK origin and the brand name is LandRover. This is a vehicle which has off-roading capability and has a rich history of being used in war, wild life adventure. Currently, it has a market share of 1.1 % crossing 500,000 units is the brighter side of its journey in product life cycle curve. It has the following brands in both petrol and diesel versions, choice of engines, four or five door options.
- The silver lining for LandRover, it has set new sales record in 2016 where its numbers are the best in its history of existence. The key business strategy is to sustain the Chinese growth in Asian market and push for Middle east sales. The two more markets US and Australia is also important. Develop next generation vehicles running on alternative fuels.
- Social media strategy is to use the most preferred ones by the population: Facebook, Twitter, Instagram, Whatsapp, Pinterest to run series of campaigns that helps to increase brand awareness and visibility. Combination of models highlighting the features as photos or videos embedded in social media will be done.
- The impact of the social media advertising campaign will be measures in terms of likes, dislikes, reach, shares, commented. It is aimed towards gearing up for promotions, filter the prospective buyers and convert the online customer for a test ride. Cost of social media campaign is targeted at fraction of cost, real time impressions on the digital platform.