1. -------------------------------
Team 1
Miya Gu 43630102
Emily Margitan 32217119
Rupin Minhas 31865108
Stefan Reeves 22828131
Kelly Trach 33582115
Akash Vig 29134111
------------------------------
2. Aston Martin is a British car manufacturer established in 1913. They are well known through their
representation in the James Bond films. MCL Motor Cars, at 1730 Burrard Street in Vancouver, is the
exclusive dealer of new Aston Martins in British Columbia. Alongside Astons, MCL is also a dealer of
Jaguar, Land Rover, and Bentley. In recent years, MCL’s Aston Martin division has had stagnant or
declining sales compared to the other three brands. This report’s focus is to find out how MCL can
better leverage the Aston Martin brand to bring in new customers to their showroom. The goal is to
increase sales by one car sold per month.
We created a survey and sampled 30 people
who are in the target demographic of 45-65 year
old Caucasian and Asian males who have wanted
to purchase a luxury car since boyhood. We
analysed their purchasing behaviour, their
mentality towards cars, and why other cars are
selected over Aston Martin. Through our
analysis, we have discovered new ways to target
the exclusive customers who have the funds and
personality that are required to be an Aston
Martin owner. MCL Motors can better target this
demographic through bi-annual exclusive
events, an increased online presence, and a marketing campaign to increase brand awareness.
Null Hypothesis: The target demographic of MCL Motors would not be receptive to a change in the
marketing of Aston Martin vehicles.
Alternative Hypothesis: The target demographic of MCL Motors would be receptive to a change in the
marketing of Aston Martin vehicles. They are seeking an increased brand presence of Aston Martin in
Vancouver, a larger online presence of MCL Motors, and want to attend exclusive events.
We rejected our null hypothesis because we had an overwhelming response of people who said they
would be responsive to a change in the marketing strategy. They also claimed MCL could do a better job
driving foot traffic to their showroom, having a better online presence, and extending invitations for
exclusive events to potential customers. Our data was all categorical and qualitative, but the responses
were overwhelmingly supportive of our alternative hypothesis.
3. For simplicity, we classified new vehicles into four tiers based on purchase price:
Tier 1: Low Priced Cars: less than $50,000
Tier 2: Medium Priced Cars: $50,000 – $80,000
Tier 3: High Priced Cars: $80,000 – $130,000
Tier 4: Very High-Priced Cars: $130,000 or more
Step 1 - Identifying the Problem Statement + Research Objectives
MCL Motors is having trouble selling Aston Martin cars more frequently. We want to figure out how the
dealership can boosts sales in the Aston Martin division. Our group has conducted primary research to
understand the decision making process potential consumers go through, how they make their final
decision, and why they chose the competitor's cars.
Problem Statement: MCL Motors wants to sell more vehicles from their Burrard showroom and target
Asian buyers, but has lower than desired foot traffic.
Research Objectives: Understand why people do not buy Aston Martins, what is missing from MCL’s
current marketing strategy, and understanding which marketing messages would best identify with the
target market.
Step 2 - Creation of the Research Design
We created a survey for our target demographic – wealthy Vancouverites who are between 45 and 65
years old. We administered our survey in areas of metro Vancouver where we could find our target
demographic: the Vancouver Club, The Tennis and Lawn Bowling Club, Royal Vancouver Yacht Club,
outside Holt Renfew in Pacific Centre, and at River Rock Casino. We would approach people who got out
of luxury cars or were dressed relatively well. We made the assumption that people who like to show off
their wealth are more prone to purchasing a high luxury vehicle.
Step 3 - Choice of Method Research
We conducted primary research since we generated our own data by creating a survey and asked our
questions directly to participants so we could have a conversation with our target demographic. We
formed a detailed survey that inquired about our participants tastes in luxury vehicles, their decision
making process, and what would influence them to come into the Burrard showroom.
Step 4 - Selection of the Sampling Procedure
The data for this report was collected through primary research. On four different occasions we
surveyed people in Vancouver and Richmond, with one male and one female member of our team
present each time. The majority of people cannot afford a Tier 4 vehicle, so we took several people who
drove cars in the Tier 1-3 range but had the economic ability to purchase a Tier 4. We also sent out our
survey online since it was difficult to find people who had sufficient means to be in the target
demographic. We wanted our data to encompass a group that has the disposable income to purchase an
4. Aston Martin. Additionally, we did some secondary research by discussing our data findings with
salesmen at numerous dealerships to get insight on the demographic that purchases their cars, and how
they differentiate from other brands such as Aston Martin.
Step 5 – Data Collection
The data was collected via surveys. Our strategy was to have one female and one male student
approach a potential subject, each of us holding UBC or Sauder clipboards to make us more
approachable. Data was also collected online via Google Forms.
Step 6 – Data Analysis
We collected 30 surveys from participants all throughout the Lower Mainland. 8 out of these 30
participants (26%) owned Tier 4 vehicles, however this does not mean that other participants did not
have the means to purchase one. Others simply did not believe in spending large amounts on vehicles as
they either viewed them as depreciating assets, or simply had no interest in the nature of being flashy.
Step 7 - Writing and Presentation of the Report:
This written report is for Scott Warren, General Manager of MCL Motors and we will be sending him this
document. In addition, we will be presenting our findings in our Market Research class.
Step 8 - Follow-Up:
We will develop a plan with Scott Warren as to when to debrief the action items suggested in this
report.
All data collected (from online and in-person) was amalgamated into a single spreadsheet, where it was
analyzed for trends to answer our research objectives. Specifically, we wanted to understand what
would coax a Tier 1-3 buyer to purchase a Tier 4 car, as well as how to get more Tier 4 buyers to look at
Aston Martin over their competitors.
From our data, we have concluded the following findings in the categories outlined below.
Target demographic is still older males. From our survey respondents who own Tier 4 vehicles, all
were male, exactly half were Caucasian and half were Asian, and all ranged from 46 to 65 years old. We
have determined that this is the target demographic for Aston Martin. Before starting our survey, we
thought there would be more interest in Aston Martin from the Asian community, but it was quite even,
primarily due to Aston Martin’s associative link with James Bond.
When prompted, people think of James Bond and British luxury. When we conducted the brand
association task with “Aston Martin”, many respondents mentioned James Bond, luxury, British, and
expensive. Most of the perceived barriers to purchasing an Aston Martin included price, practicality in
winter and the perception of poor reliability and lack of reliable vehicle servicing outside of Metro
Vancouver.
5. The target demographic knows what they
want. The target demographic of MCL Motors is
highly informed of the product line and already
knows which is their dream car, be it an Aston
Martin or otherwise. They know the make,
model, and most likely the colour and premium
options as well. They are willing to pay a
significant premium on a vehicle and spend a
considerably small amount of time on the
decision making process given how much they
are shelling out for the car.
In our analysis, we recognized a buying pattern
for Tier 4 cars. 63% of respondents started with
online research, 67% went to the dealership to do a test drive and interact with the sales staff, and then
30% discussed the decision with people who already owned that brand of vehicle (Appendix 4). 7 out of
8 respondents who purchased Tier 4 vehicles bought their car within 2 months of the buying process
and already had a strong idea what brand they were seeking so it made the purchasing timeline move
more quickly (Appendix 3).
Buyers prefer to purchase, not lease. The target demographic prefers to outright purchase their car
rather than lease it. In fact, 77% of respondents purchased all their vehicles over their lifetime. We
found that 43% prefer to only purchase new, versus 37% that would evaluate both new and used Tier 4
vehicles. (Appendix 2).
This is their car; only their opinion matters. For the survey respondents who had been to the MCL
showroom, they have visited 8 times on average (Appendix 5). They are looking for their dream car and
they will be the primary driver. Of Tier 4 owners, 47% visited the showroom solo and did not ask anyone
for input since this is their car and it is symbolic of their success.
Tier 4 buyers have differing needs compared to Tiers 2 & 3. Test subjects reported owning cars
ranging from a Ford Explorer to a brand new Aston Martin Rapide S, with many more in between. This
shows that even though all respondents were well off, some didn’t feel the need to own luxury cars.
BMW was the most popular brand with 37% of respondents owning at least one currently.
Our analysis indicates that consumers who purchase Tier 2 or 3 cars value quality, reputation of the
brand, reliability, and safety. They care about the design and features of the car, but prioritize safety and
reliability first. In Maslow’s hierarchy of needs model, these buyers would focus on fulfilling their needs
for Safety, Belongingness & Love, and Esteem (Appendix 8).
Those who purchased Tier 4 pay close attention to design, brand recognition, and performance. In
general, this consumer is clear on which brand they want to purchase and they are not economically
sensitive. Their car plays a part in fulfilling their childhood dream or they have done a repeat purchase
of a high luxury brand they enjoyed in the past. Their vehicle is a crucial part of defining their own
success story and they consider their vehicle a part of their extended self. As a result, these buyers are
focusing more on Maslow’s Esteem and Self-Actualization needs.
6. Given the price of an Aston Martin, there are only so many people in the Lower Mainland who can
afford these vehicles. Since our population size is small, we knew our sample size would be limited.
Consequently, our data was skewed. Because the population size was small and we were having issues
finding people in our target demographic, we reached out to our personal networks. Our actual sample
size was 30, but many of those people were participants we personally knew. Another flaw in our
research design is that we used judgment sampling, where we surveyed people based on our knowledge
of them. Throughout the process, we handpicked individuals who generally fit into our selection
categories by their appearance. We evaluated their outfits, their accessories, their cars to determine if
they could afford an Aston Martin. As such, the halo effect may have presented skewed data.
Additionally, we collected data from people within our own connections who we identify as potential
buyers, or car fanatics who are fascinated by Aston Martins. This could lead to a bias in our research
since these people already have a positive attitude of the brand. For example, during part of our data
collection process, we targeted the Asian population in central Richmond and conducted our survey in
one specific area. The results from those samples share many similarities due to the ethnicity and
common cultural background of those we surveyed at that time, and thus could be very biased.
Another constraint we encountered was time. More than 50% of individuals we surveyed in parking lots.
These participants were rushed for time and could not finish the entire survey. This may have caused
sampling errors since they could not give thorough and in-depth answers. Once we realized that
participants were not fully engaged in our survey, we switched to collecting answers online. The fact
that we changed our research approach also is a flaw in our project since it could lead to varied results.
After collecting the data and analyzing the information
generated, we have four recommendations tailored to
increase foot traffic, brand awareness, and ultimately
sales.
#1 - Host Exclusive Events at the Showroom to
Increase Foot Traffic
Aston Martin vehicles are a part of a vision from a young
age and not purchased until personal success have been
achieved. We recommend introducing exclusive events
for high profile consumers, who are in the demographic
of 45+ and are highly accomplished males. Our analysis
indicates that the target demographic would be highly
receptive to this (Appendix 7). Invitations will be sent out
to the best customers of MCL and those who already
own Jaguars, Land Rovers, and Bentleys, as well people
7. who have visited the Aston Martin showroom on multiple occasions, and highly accomplished males
who have never been into the showroom. We want to invite MCL’s best customers to make them feel
valued, appreciated, and rewarded through exclusive parties. We also want them to consider an Aston
Martin for their next purchase. Inviting successful males who are in the target demographic gives MCL
the opportunity to bring hand-picked customers into the showroom. These events will be hosted bi-
annually in the Burrard showroom. They will be black tie, catered by Joe Fortes and serve high quality
alcohol. There will be entertainment from jazz musicians during a mix and mingle, and potentially
acrobatic performances. In addition, we recommend inviting the media to photograph and report on the
event to make it feel extra exclusive and make guests feel like they are a part of a grand experience.
#2 - Park Aston Martins Downtown to Increase Brand Exposure to the Target Demographic
We also want to position Aston Martin cars in key areas where people can just take photos with the car.
Many survey respondents said they hardly see Aston Martin vehicles on the road in Vancouver and thus
the brand does not come to mind as quickly when they think of luxury vehicles (Appendix 6). That is
something we want to change. Since it is rare to see an Aston Martin on the road, we strive to harness
that rarity and high value perception of the brand and use it to generate organic marketing on its own.
MCL Motors can take their new vehicles and park them downtown for several hours to generate buzz
over social media since the target demographic is active on both Facebook and Instagram (Appendix 7).
We want to leave these cars parked in the lots of Country Clubs, in the parking lot of the Pacific Rim, on
Robson Street, and outside office buildings in the downtown core, outside casinos, and near luxury
fashion storefronts. Leaving Aston Martins in specific areas which are close to our target demographic
will drive brand awareness and help make Aston Martin a more top-of-mind luxury car brand.
#3 - Sponsor High Profile Events to Increase Brand Awareness
Sponsoring high profile events and having a car parked near the event will also drive brand awareness.
Events like Diner en Blanc, or the Deighton Cup, where lots of media influencers flock, they will generate
lots of content on social media through Instagram photos and Facebook posts. Every year Diner en
Blanc, they have a white car on the field that people take photos next to. Next year, this could be a new
DB9 painted in Morning Frost White and flanked with chilled grey carbon fibre inserts. Our analysis
indicates that our target demographic is online and socially active through Facebook and Instagram and
they would be receptive to this marketing message (Appendix 7). Lots of the influencers in Vancouver
have immense following on Facebook and Instagram, so if they are at Diner en Blanc and taking photos
with that DB9, there is a higher chance of it being noticed online by our target market. Moreover, why
not take advantage of a new product launch?
#4 - Make Website More Robust to Increase Online Presence
In addition, MCL needs to increase its online presence. A big part of dreaming about a car is looking at
images online and lots of potential customers visit the MCL Motors website before walking into the
showroom (Appendix 7). The MCL website needs to be revamped to show all the images of the car
models. Their current website is missing images (Appendix 1). Their website should be more robust and
all their car models need to be well photographed. The website also can be viewed in multiple
languages - English, Traditional Chinese and Simplified Chinese. One issue is that not all the English
language is translated into Mandarin when one clicks Traditional or Simplified Chinese (Appendix 9).
8. Through our primary research and marketing knowledge, we have created a strong plan for MCL Motors
to better target Aston Martin buyers. Although Aston Martin’s target market was difficult to reach, we
believe that our recommendations will be beneficial to increase showroom traffic and brand awareness,
leading to increases in sales. It is important to realize the differences in how people purchase their
vehicles. Although all of our respondents had enough income to purchase an Aston Martin, their
preferences whether family or work related, put them into certain tiers for a reason. MCL must
understand the decision making process that high luxury car buyers go through and use this information
to enhance existing marketing campaigns, while also implementing new ones. Our team feels confident
that if MCL implements our recommendations, caters to high luxury car buyers and detracts from
potential barriers, Aston Martins will start selling “Rapide-ly”.
