Lamborghini Branding & IMC Campaign

1. Integrated Marketing Communication
Submitted By:
Eshant (PGCM4/1410)
Universal Business School, Karjat, Maharashtra

3. About The Company
• Lamborghini is an Italian brand and manufacturer of luxury sports
cars which is owned by the Volkswagen Group through its subsidiary
brand division Audi.
• Lamborghini's production facility and headquarters are located in Sant'Agata
Bolognese
• Ferruccio Lamborghini founded the company in 1963
• Revenue was €469 million in 2012

4. Cars Manufactured

7. BRANDING

8. Brand Identity
BRAND
ESSENCE
BRAND
PERSONALITY
EMOTIONAL
BENEFITS
QUINTESSENTIALLY ITALIAN
LA DOLCE VITA – THE SWEET LIFE
LOUD & AGGRESSIVE
WANTS TO MAKE A STATEMENT
EXCLUSIVITY
PASSION

9. FUNCTIONAL
BENEFITS
FEATURES &
ATTRIBUTES
CORE CONCEPT
IMPOSING PRESENCE
UNIQUE DESIGN
HIGH PERFORMANCE
QUALITY MATERIAL
THE ESSENCE OF SPEED

10. Brand Positioning
“LAMBORGHINI creates cars that are unparalleled in
terms of PERFORMANCE and EXTREME DESIGN with a
touch of PROVOCATION for the CUSTOMER who wishes
to stand out wherever he goes”
-The Positioning Statement
Always Different
Always Lamborghini
-The Lamborghini Motto

11. Brand Positioning
Prestige
Premium
Economy

12. Brand Rejunvation
Year Sales
1980 353
1990 673
2000 166
• Bankrupt in the tractor business
• Faced financial crisis

13. A
C
Q
U
I
R
E
D

14. Campaign named “THE TRUTH HURTS”

15. Campaign Results
Year Sales (Units)
1980 353
1990 673
2000 166
2005 1305

16. Brand Equity
• Always remained the bad boy
among the super car business
• No compromise on speed
(350km/hr)
• No compromise on engine capacity
i.e. V12
• Sound that the car generates is very
aggressive which you can hear from
a long distance

17. Brand Loyalty
• Lamborghini has 5 years warranty on parts
• Personalised customer care
• Sense of belonging to an exclusive club of owners
• Mobile App for communication

18. Brand Association
Speed
Sound
Carbon
Fibre
Scissor
Doors

19. Acer Lamborghini VX7
$ 2,269
Acer Lamborghini ZX1
$ 1,500
Brand Extension
Lamborghini has extended its brand name
to a variety seemingly unrelated products
some of which are accessories that
complement the vehicles and the lifestyle
associated with them.

21. Brand Architecture
Individual Product Branding
Parent Company Subsidiary Company

22. CULTURE
Italian
Luxury
Heritage
SELF IMAGE
High Class
Self Driven
Flamboyant
PERSONALITY
Dynamic
Edgy
Ambitious
PHYSIQUE
Raging Bull
Electric Colours
Iconic Design
RELATIONSHIP
Exclusivity
Bonding
Personal
REFLECTION
Aggressive
Dramatic
Provocative
B
R
A
N
D
P
R
I
S
M

23. References
• Official Lamborghini Website Lamborghini History
www.Lamborghini.com
• Lamborghini History
http://en.wikipedia.org/wiki/Lamborghini
• Lamborghini Campaign
http://adsoftheworld.com/media/print/lamborghiniaventador_the_truth_h
urts_gunshot
• The Truth Hurts
http://www.topspeed.com/cars/car-news/the-truth-hurts-ad-campaign-
sparks-the-lamborghini -aventador-ar120535/pictures.html
• Lamborghini Accessories
http://www.lamborghinistore.com/us_en/accessories.html
• Tonino Lamborghini
http://www.lamborghini.it/in_en/

24. Thank
You