History, Company Background, Brand Portfolio, Target Market, Brand Management, Branding Activities, History of Logo, Brand Associations (Primary & Secondary), Brand Resonance, Recommendations.

1. Presented By :-
Jayesh Sharma (184121)
Vamini Maheshwari (184157)

2. (A BRAND MADE OF PASSION, CRAFTSMANSHIP & INNOVATION)
“THE EPITOME OF ITALIAN STYLE, SPEED, LUXURY AND WEALTH”
Founder Enzo Ferrari - "il Grande Vecchio (the Great Old Man)".
• Italian motor racing driver and entrepreneur.
• Family Business Collapsed, The Job Search……………………………..
• Volunteered his services to Fiat in Turin, for C.M.N., a car manufacturer in Milan. Eventually settling for a job
as test-driver.
• 1920 – Joined The Racing Dept. of Alfa Romeo (As a Successful Driver)
• 1932 – Birth of Alfredo Dino (1st Son)

3. • Ferrari Retired – Shifted Focus On Management & Development (Alfa Race Cars)
- Building A Race Team & Superstar Drivers.
• 1929 – Founded Team (Scuderia Ferrari) } Acted As Racing Division For Alfa Romeo which literally means…….
“Ferrari Stable” = “Team Ferrari”
• Ferrari + Alfa Romeo = Partnership (Until 1933, Financial Constraints Forced Them To Withdraw Their Support.
• An Era - German Manufacturers Domination.
• 1937 - Scuderia Ferrari Dissolved.
• Ferrari Return @ Racing Team As Sporting Director For Alfa Corse.

4. • Alfa Romeo – Fully Control of Racing Division.
• Ferrari’s Disagreement With Alfa’s MD.
• 1939 – Ferrari Left The Alfa Romeo.
• Ferrari Founded – Auto-Avio Costruzioni (A Company Supplying Parts For Racing Teams.)
• Outbreak WW-II (Factory was forced to undertake war production for Mussolini's fascist government. Following
Allied bombing of the factory, Ferrari relocated from Modena to Maranello. Enzo decided to battle the
dominating Alfa Romeos and race with his own team.

5. • Ferrari – Italian Luxury Sports Car Manufacturer.
COMPANY BACKGROUND
HEADQUARTERS MARANELLO, ITALY
CEO LOUIS C. CAMILLERI (JULY 2018- )
OWNERS 1. EXOR N.V (21.91%)
2. PIERO FERRARI (10%)
3. PUBLIC (67.09%)
Exor N.V (It is a holding company controlled by the Italian Agnelli family)
AGNELLI FAMILY
2014 - Fiat S.p.A owned 90% of Ferrari.

6. FERRARI DNA - #ESSEREFERRARI (BEING PROUD OFA TEAM)
VISION
“Ferrari, Italian Excellence That Makes The World Dream”
MISSION
“We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track.
Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions”

7. • 1940 - Enzo Ferrari created the Auto Avio 815 ( Legal Issues & Contract Clause With Alfa Romeo)
• 1947 - As any Ferrari “Tifosi” can tell you, that the first car to wear the Ferrari badge was the 125 S
Ferrari 125 S – “A Promising Failure”
-Enzo Ferrari
Ferrari Title (Mission Winnows) Demonstrate ………….
Showcase of transformation. It is the story of the relentless, passionate pursuit of excellence by winnowing
good from bad, truth from fiction to make decisions that deliver better.

8. • Ferrari is among the world’s leading luxury brands focused on the design, engineering, production and sale of
the world’s most recognizable luxury performance sports cars.
• Brand symbolizes excellence, exclusivity, innovation, state-of-the-art sporting performance and Italian
design and engineering heritage and driving pleasure.
• Their name and history and the image enjoyed by their cars are closely associated with our Formula 1 racing
team, Scuderia Ferrari, the most successful team in Formula 1 history.
SCUDERIA FERRARI
AUTOMOBILE
RACING DIVISIONFERRARI N.V

9. - Scuderia Ferrari Achievements -
 235 Grand Prix Races
 16 Constructor World titles
 15 Drivers’ World titles
They design, engineer and produce our cars in Maranello, Italy, and sell them in over 60 markets worldwide through a
network of 167 authorized dealers operating 190 points of sale as of the end of 2018.
• Racing programme for its ultra-rich clients
• An aristocratic experience to its most high-
heeled clients
• Allows clients to get their hands on retired
Ferrari Formula One cars

10. BRAND PORTFOLIO
They offer different models to meet their clients’ varying needs and to differentiate their line-up from that of other
manufacturers, ranging from the exceptional performance of our sports cars to the luxury and drivability of our GT cars.

11. TARGET MARKET
Important Markets for Ferrari:-
 Americans (Canada, Mexico, the Caribbean and Central and South America)
 EMEA (Italy, UK, Germany, France, and Switzerland)
 Middle East (United Arab Emirates, Saudi Arabia, Bahrain, Lebanon, Qatar, Oman and Kuwait)
 Greater China (Mainland China, Hong Kong, and Taiwan)
 Rest of APAC (Japan, Australia, Singapore, Indonesia and South Korea).

12. POPs PODs
 Worldwide Presence
 Financial Power
 Innovation
 Design Engineerings
- Aerodynamics
 Brand Recognition
 Brand Community
 Technical Know-How
 Motorsport History & Heritage
 Strong Brand Image
 Customization & Exclusivity
 Beauty & Aesthetics Combined Unforgettable
performance
 Aura of Mystique
 Performance & Technology
 Promotions
 Emotional Connection
 Product Offerings
• All Ferrari vehicles can be customized by the clients in almost every level of detail.
• Ferrari - Emphasis on story-telling.

13. BRAND POSITIONING
Ferrari’s positioning efforts take into account the three defining dimensions of Ferrari cars :--------
Performance :- Reflects weight, horsepower, torque, aerodynamic efficiency, acceleration, and maximum speed.
Versatility :- Derives from spaciousness, accessibility and mode of traction, including rear wheel drive or all wheel drive
and, in future, electric-powered driving. Comfort results from the ease of the riding experience and on board interface.
Driving Emotions (Fun 2 Drive) :- key differentiator of Ferrari cars. There are three elements to driving emotions: sound,
perceived acceleration and responsiveness of the car. Sound is an important part of the experience and very involving for
the driver. Perceived acceleration is the driver’s subjective impression of the car.

14. BRAND MANAGEMENT
Ferrari focus on marketing and promotion efforts in the investments they make in their racing activities, in
particular Scuderia Ferrari’s participation in the Formula 1 World Championship (The pinnacle of
Motorsports) which is one of the most watched annual sports around the world.
Ferrari license the brand to a selected number of producers and retailers of luxury and lifestyle goods
network of 18 Ferrari-owned stores and 17 franchised stores as well as on their website.
Ferrari intend to selectively pursue controlled and profitable growth in existing and emerging markets while
expanding the Ferrari brand to carefully selected lifestyle categories.
Participation in the Formula 1 World Championship with Scuderia Ferrari is the core element of their marketing
effort and an important source of technological innovation for the engineering, development and production of
their cars.

15. The high brand visibility they achieve through participation in the Formula 1 World Championship has
historically enabled us to benefit from significant sponsorships.
Ferrari uses the platform provided by Formula 1 for a number of associated marketing initiatives, such as the hosting of
clients and other key partners in the Scuderia Ferrari paddock to watch Grand Prix races, and their Formula 1 drivers
participation in various promotional activities for their road cars.
Formula 1 racing allows Ferrari to promote and market their brand and technology to a global audience without resorting to
traditional advertising activities, therefore preserving the aura of exclusivity around their brand and limiting the marketing
costs that they, as a company operating in the luxury industry, would otherwise incur.

16. BRANDING ACTIVITIES
 Licensing & Theme Parks
Ferrari enter into license agreements with a number of licensees for the design, development and production
of Ferrari branded products.
• First Theme park in Abu Dhabi, Yas Island (UAE)
• Ferrari Land Portaventura (Barcelona)
In the long-term Ferrari aim to open one theme park in each of the main geographic areas where we operate, including
North America and Asia.

17.  Retail (MonoBrand Stores)
Through their network of stores (franchised or directly managed), Ferrari offers a wide range of Scuderia
Ferrari branded products, including a line of apparel and accessories exclusively sold in their stores and on
their website. (Eg. PUMA) – Ingredient / Co – Branding.
At December 31, 2018, there were a total of 35 retail Ferrari stores, including those in Maranello, Milan, Rome,
Macau, Miami, Los Angeles, Johannesburg, Dubai and Abu Dhabi, of which 17 franchised stores and 18 stores
owned and operated by Ferrari.
• Ferrari Museums
• Events (Motor Shows, Driving Courses)

18. KEY INGREDIENTS TO A SUCCESSFUL BRANDING RECIPE- FERRARI
IDENTIFICATION OF BRAND VALUES
• Ferrari’s ‘passion for competition’ is the thread that binds the Ferrari tapestry in ‘One Brand, One Range’.
COMMUNICATING VALUES
• Ferrari doesn’t advertise at all. Well, that is to say, it doesn’t advertise itself in the traditional way. Instead it implements
advertising through success in Formula 1 Grand Prix. Performance-based results in Formula 1, demonstrated by the best
drivers in the fastest cars, sing louder than any advertising song and this is what drives their marketing strategy.
- ENZO FERRARI

19. LOGO
The Cavallino Rampante (Prancing Horse – Historic Origin) was painted on the fuselage of the fighter plane of
Francesco Baracca’s SPAD XIII fighter plane — A HEROIC AIRMAN OF THE FIRST WORLD WAR.
As a legendary professional of Italy’s air force, Baracca proved to be an inspiration to young, hot-blooded Italian
men. Depicting his ‘prancing horse’ upon the wings of aircraft, with its tail pointed downwards as a symbol of
courage, sight of a prancing dark stallion brought mortality and death above ground.
“In ‘23, I met count Enrico Baracca, the hero’s father, and then his mother, countess Paulina, who said to me one
day, ‘Ferrari, put my son’s prancing horse on your cars. It will bring you good luck’. The horse was, and still is,
black, and I added the canary yellow background which is the colour of Modena (Birthplace of Enzo Ferrari)
- [Enzo Ferrari]
CHARACTER – “THE PRANCING HORSE”

20. But in addition to representing the bravery and success of Baracca. Baracca family was very wealthy and
maintained a large stable of horses. They were avid horse lovers
While traditionally the colour of Ferrari cars is red: ‘the colour of blood, the colour of passion, the colour of
love’, with subsequent plane-markings draped in back as a mark of respect for fallen pilots. Ferrari adapted this
to incorporate a yellow backdrop – the colour of his birthplace; Modena, where the company was founded and
where Francesco Baracca undertook his military training.
This colour choice reinforces this message of history, heritage and a sense of belonging. Sitting atop of the
logo are the colours of the Italian flag: green, white and red, the national colours.
“Ferrari’s logo is strongly symbolic. It represents history, bravery, competitive spirit, a strong drive for
success and a familial heritage. Ferrari is not only about buying a car that signifies success. It is about
becoming part of the Ferrari ‘tribe’.

21. The first sighting of Baracca’s badge was glimpsed upon the Alfa Romeos of Enzo’s Scuderia during the Spa
Grand Prix. Needless to say, the lucky charm brought a first and second place for Ferrari’s team that day.
The marque had been born, with the resulting saga consigned to some of humanity’s most celebrated events.
As they say – the rest is history................................................................

22. BRAND ASSOCIATIONS
PRIMARY BRAND ASSOCIATIONS SECONDARY BRAND ASSOCIATIONS
 Luxury & Styling
 Elegance, Perfection & Passion
 Craftmenship & Advance Technology Innovation
 Excellence & Exculsivity
 Driving Emotions
 Versatility & Comfort
 Quality & Experience
 Powerful Performance
 Saftey
 Unique Designs, History & Heritage
 Team Work

23. BRAND RESONANCE
Salience: - Top of mind within the luxury sports car brands category, strong brand recognition. Ferrari is one of the most iconic supercar brands
in the world and this is due to their strong brand recognition.
 High Awareness
Imaginary: -
- User imagery: Most Ferrari owners are wealthy individuals/high net worth individuals earners found in the 25-49 and 50+ age segments. The
average Ferrari owner is probably male in their mid-fifties. They are car /racing enthusiastic. They are very much luxury conscious.
- Heritage / Culture / Modernity / Luxury / Self-Image / Innovative
- Brand Personality: Classy, Ambitious, Athletic, Dominant, Flamboyant, Loud, Aggressive and Fantasy.
- Brand Heritage & Experience: It’s an Italian luxury heritage brand. The brand become iconic because of its performance, power and design, it
moreover being a part of “Ferrari Tribe”.

24. Performance: -
- Aggressively Styled
- Superior Quality
- Speed & Luxury
- Power & Reliability
- Innovation (Latest Technology)
- High Price
- Suspension Geometry & Transmission
- TCS

25. Feelings: - This brand gives a feeling that one belongs to an elite group/tribe. It also gives you a feeling of
power as its status symbol. People also feel proud to belong to the Ferrari community. Consumers perceive
buying a Ferrari for self-Image (Elite / Best)
Resonance: - Ferrari is not just a car for these customers, they are emotionally attached to the brand. Attribute
of a social status. They are loyal. When a buyer purchases their first Ferrari, they almost feel like they have
entered an exclusive bonding. They feel proud to have others know they use this brand.

26. RECOMMENDATIONS
1. Maintaining the value and image of the Ferrari brand - Its aura of exclusivity.
• With the gradual expansion of hybrid engine and electric engine technology will introduce a notable change in the overall
driver experience compared to the combustion engine cars of their range models to date. Any failure to preserve and
enhance the value of their brand may materially and adversely affect their business.
2. Ferrari brand image depends in part on the success of their Formula 1 racing team.
• The prestige, identity, and appeal of the Ferrari brand depend in part on the continued success of the Scuderia Ferrari
racing team in the Formula 1 World Championship. If they are unable to attract and retain the necessary talent i.e top
drivers, racing management and engineering. This could have a material adverse effect on the success of their racing team
and enthusiasm for the Ferrari brand.

27. 3. Ferrari’s low volume strategy may limit potential profits, and if volumes increase their brand exclusivity
may be eroded.
• A key to the appeal of the Ferrari brand and their marketing strategy is the aura of exclusivity and the sense of luxury
which our brand conveys. A central facet to this exclusivity is the limited number of models and cars they produce and
their strategy of maintaining their car waiting lists to reach the optimal combination of exclusivity and client service.
Can They Balance Brand Exclusivity With Increased Production ?

28. 4. Ferrari depend on their suppliers, many of which are single source suppliers; and if these suppliers fail to
deliver necessary raw materials, systems, components and parts of appropriate quality in a timely manner,
our operations may be disrupted.
For example, Takata Corporation (“Takata”) is currently the principal supplier of the airbags installed in their cars. Defective
airbags manufactured by Takata have led to widespread recalls by several automotive manufacturers starting in 2015,
including us (“Car recalls may be costly and may harm their reputation”.
• Quality Control – As Per Standards
• Change in Supply Chain.
• Quantity & Timeliness of Components.
5. Single manufacturing facilities in Maranello and Modena