02 jaguar august 13th 2011

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02 jaguar august 13th 2011

  1. 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. 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. 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. 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. 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. 6.  Segmentation  Niche Segment:  Elite class customer segment  HNI customers  Target  Entrepreneurs and stars  Status Symbol  Positioning  New luxury car
  7. 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. 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. 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. 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. 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. 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. 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. 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. 15.  Increased Target Audience  Increased presence in Metros  Increased Semi-Urban presence  Increased quality & dealer networks  Increased range of models
  16. 16. Brochure’sInteractive unit Business card drop In-Flight TVScreensavers Mega 96$ Digital Screens First class & Business Lounge Domination
  17. 17.  2011 – 2012  1200 units  2012 – 2013  1800 units  2013 – 2014  2700 units
  18. 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. 19.  Jaguar XF (new shape)  Jaguar XFR (new shape)  Jaguar XKR Coupe & Convertible (new shape)  Jaguar XJ (new added features)  Range Rover Evoque
  20. 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. 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. 22.  Dealer Network Expansion at  Ludhiana  Bangalore  Chennai  Cochin  Pune
  23. 23.  Range Rover Evoque launch in India  MY12 Jaguar XF Diesel Launch  Auto Expo 2012 – Delhi  Jaguar Boating Regatta
  24. 24.  Sustenance Campaigns  Outdoor/Mall Displays  Associate Events  Lifestyle / Fashion Magazines  Infilm Placements  Stand alone Product Launch
  25. 25. Thank you

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