This presentation encompasses various strategies adopted by ferrari to make it a brand ,marketing strategies,strategic management and SWOT analysis and ansoff matrix for ferrari
2. Vision- “Italian Excellence that makes the world dream”
Mission – “To build high performance cars , which can win on both road and track.”
3. Founded in 1947 by Enzo Ferrari
It is one of the world’s leading luxury brand focused on
advanced engineering, sleek design.
In 2014, Ferrari was rated the world's most powerful brand
by Brand Finance.
The brand symbolizes
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Innovation
State-of-the-art
Italian design
6. TARGETING POSITIONING
Ferrari uses selective targeting
Target customers are the famous
personalities, celebrities globally.
Positioned as luxury sports
car maker company
The brand uses value-based
positioned strategy to give
its owners a sense of pride
in owning the masterpiece.
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7. FERRARI DNA
STRUCTURE PEOPLE
INNOVATION LOGISTICS
CENTRALISED STRUCTURE
DECISION MAKING AMONG
HIGHEST MANAGERIAL LEVEL
HIGH TRAINED AND WELL PREPARED
NO TOLERANCE FOR DEFECTS
150 PATENTS REGISTERED
BENCHMARK FOR ENTIRE
AUTOMOTIVE INDUSTRY
LOW VOLUME –HIGH PRICE
CUSTOMIZATION
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9. Focus on sustaining current
models, maintaining brand
image and brand exclusivity
Continuous R&D on products,
Innovation every year with
different models
FERRARI F40
FERRARI ENZO
Present in worldwide, all
developed
countries,extending in
developing countries
Collaboration with
universities, design
engineering course of
Ferrari,Accesssories related
to ferrari,museum,themed
park
MARKET
PRODUCT
MARKET
PENETRATIO
N
PRODUCT
DEVELOPMENT
MARKET
DEVELOPMEN
T
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DIVERSIFICATION
11. THREATSOPPORTUNITIES
1 2
3 4
STRENGTHS WEAKNESS
Extremely strong brand image.
Strong Brand Exclusivity
Innovation & technology are key drivers behind
every product.
A very inspired, well taken care of & satisfied work-
force
Ferrari’s business model, based around low
volume limits their sales volumes even though a
lot more demand is present in the market.
Due to their “waiting list” model, they lose out on
customers to the competition.
Growth in the global market for high-performance
super-cars due to growing economies &
developing nations.
Expansion of the brand through entering into new
& important automotive market like India wherein
competitors like Porsche have already set up
base.
Automotive policies being pushed by countries &
continents all over the world which are tough to keep up
Tough competition from other iconic super car brands
like Lamborghini & Porsche
A competing brand like Porsche does not follow the
same low volumes, high on exclusivity model
Once again, competitors like Lamborghini & Porsche
are expanding their product range to high performance
suv’s
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ANY MARKETING STRATEGY STARTS WITH SEGMENTATION
SEGMENTATION generally divides a population based on variables
There are three ways to classify what the customer wants. It is known as needs, wants and demands. However, to decide the needs, wants and demands, you need to carry out segmentation first. And in segmentation, the first step is to determine which type of customer will prefer your products. Accordingly, that customer will be from your targeted segment. Who would want your product and whether it falls in the needs segment, the wants segment or the demands segment. Once you decide the product you are going to make, then you decide on the market segmentation
Demographic segmentation can be seen applied in the automobile market. The automobile market has different price brackets in which automobiles are manufactured. For example – Maruti has the low price bracket and therefore manufactures people driven cars. Audi and BMW have the high price bracket so it targets high end buyers. Thus in this case, the segmentation is being done on the basis of earnings which is a part of demography
Thus demographic segmentation too has its own variables such as Age, gender, family size, income, occupation, religion, race and nationality..
Thus by lifestyle we mean, where does the customer stand in his life cycle.
since the company doesn’t want everyone to own the brand and so, therefore, it does a background check and its target customers are the famous personalities, celebrities globally.
The Marketing mix of Ferrari discusses the 4P’s of Ferrari and the reason that Ferrari is one of the most widely acknowledge super cars across the world.