The marketing plan outlines launching Aston Martin's new DBX electric car in Canada, which is aimed at high-powered professional women. Various marketing techniques will be used, including sponsorships, PR, product placement, and celebrity endorsements, to promote the DBX to this new target segment of female customers.

1. AMThe Aston Martin
Magazine

2. Executive
Summary
This marketing plan outlines the launch of Aston Martin’s newest
car, the DBX in Canada. It sets itself apart in the industry by
being a product predominantly targeted towards high-powered
professional women, as a new segment. Using sponsorships, PR,
product placement, print, radio and television, Internet and
celebrity endorsement, we will be targeting this growing market.

3. Table of Contents
SituationAnalysis 1
Market Summary& Target Market 2-3
SWOT Analysis 4-5
Product Offering 6-7
ChannelStrategy 8
MarketingObjectives 9
MarketingStrategy 10
MissionStatement 11
MarketingMix 12-14
Financials 15
ContingencyPlans 16
Work Cited 17

4. Situation Analysisston Martin offers high-
powered luxury cars for
the automotive market.
Following last year’s
poorer financial performance, as well as
the emerging trends within the
automotive industry, it is crucial for the
company to adapt with the market and
capitalize on the established future
consumer requirements.
Due to developments in
technology, the brand is set to enter the
high performance electric car market
with the all new DBX model. This model
is set to be released in early 2016 and
uses innovative new technology, which
will produce the world's fastest electric
sports car. With the use of creative
marketing techniques, and a unique
product placement, the car will be
positioned as a more practical alternative
in comparison to other models, and will
cater to the growing professional female
market.
There is a demand in the market
for a luxury automobile that is
predominantly targeted towards high-
income professional women. Aston Martin
will meet this demand with the all-new
DBX, which will compete with existing
Tesla and BMW i8 electric vehicles, as
well as various Mercedes and Porsche
models. Competition for the DBX will not
be confined to only electrical cars, as its
performance and ability will match that
of many conventional performance cars.
Canada is the ideal target market for this
new model, as the country has a stable
economy, has environmentally conscious
values and is in close proximity to the
new DBX production factory in Alabama.
Therefore, Canada is a viable location for
this new model.
A
1

5. Market Summary
& Target Market
ince Aston Martin was founded
in 1913, the company has sold
70,000 vehicles. Throughout
the past 102 years, women
have only represented
5% of sales in the
exclusive luxury
company (Clark ,2015).
In order to remain
relevant and keep up
with current trends,
Aston Martin is
developing a new model primarily
targeting women. According to the
CEO, Andrew Palmer, the new DBX
model is aimed at a fictitious female
character named Charlotte. She is a
powerful professional, working
mother in her 30’s. Charlotte is
married to a high level professional,
and has children that are four and six
years old. She is an art enthusiast,
avid traveller and music lover. As
Palmer has a created a detailed
profile, the interior of the DBX is
designed specifically to cater to this
new market. This crossover combines
the “shell of safety” with
“flexibility and room for the
children” (Beissmann, 2015). Since
the company’s establishment, Aston
Martin has only sold 3,500 cars to
women, believing that
the crossover
vehicle is exactly what
the brand needs to
increase sales to
women.
Aston Martin has no
exclusive dealerships within Canada.
Aston Martin vehicles are only
available for purchase at five luxury
dealerships located in Vancouver,
Toronto, Montreal, Calgary and
Regina. As these are the most densely
populated, metropolitan cities in the
country, Aston Martin has focused on
selling tin these specific regions. Due
to a significant annual income in
these cities, affluent professionals
are able to purchase these luxury
cars.
S
“… the new DBX
model is aimed at a
fictitious character
named Charlotte.”
2

6. Charlotte
3

7. SWOT Analysis
Strengths:
1. Legacy: Aston Martin is an
established luxury brand that has
been around for 102 years. A rich and
prestigious heritage defines Aston
Martin as something truly unique
within automotive history (Aston
Martin, 2015). Its distinct story and
firm values is what connects them to
their customers.
2. Craftsmanship: The brand prides
themselves on the highest standard
of artistry. Every car is intricately
detailed with the same hand
craftsmanship since the company's
inception. Many of the original tools
that were used to make the cars in
1902, are still being used today to
service and restore them.
3. Strong Brand: Aston Martin has
developed a strong pop culture
presence through its partnership with
James Bond. Since 1964, Aston Martin
cars have been featured in James
Bond films and has “established itself
as a motoring movie star, an icon of
style and speed with a compelling air
of mystery” (Aston Martin, 2015).
Weaknesses:
1. Limited model range: Aston
Martin has a limited model range
with the lowest price point starting
at $140,000. With only four models,
Aston Martin caters to a select
market, which is not representative
of today’s changing demographic.
2. Narrowly defined market: The
luxury brand’s customer base has
always been middle-aged Caucasian
men between the ages of 50-64.
With the rise of multiculturalism in
Canada and the financial boom in
Asia and the United Arab Emirates,
more people are now able to afford
luxury cars. However, because Aston
Martin is not targeting these
affluent markets, they are lagging
behind.
Continue… 4

8. Opportunities:
1. New Market Penetration: Aston
Martin sales have been decreasing
from 7000 to 4000 vehicles in the past
few years. They need to reinvent
themselves and develop cars for new
target markets. They have the
opportunity to appeal to both a
younger demographic and to female
customers. “No longer can Aston
Martin rely on the middle-aged
enthusiast who has been the mainstay
of past sales.” (Hotten, 2015)
2. Become a Public Company: If
Aston Martin were to go public, this
would ultimately generate capital
that will reduce debt that the
company has. The company would
also be able to use some of its capital
to fund research and development,
develop long-term plans and expand
to new markets. (Balasubramaniam,
n.d.)
Threats:
1. Competition: Aston Martin’s main
competitor, Bentley, Ferrari and
Porsche are developing new products
and broadening their appeal to new
customers. They have developed more
family friendly cars with SUV models
and crossovers, attracting an
extensive customer base. High end
luxury car companies including
Lamborghini, Maserati, and Rolls
Royce are all developing their own
SUV’s (Rooney, 2015)
2. Financial Cost: Aston Martin is a
privately owned company which could
be very expensive to maintain. Many
companies go public in order to
obtain external financing and to
reduce debt. Due to decrease in sales
in the past years, the company has
relied on private investors to step in
and reduce their debt (Hotten, 2015).
5

9. Product
Offering
Fuel source: The DBX is a fully
electric luxury vehicle, and its
technological advances make it visually
appealing for consumers. According to
Aston Martin, the crossover concept is
powered by a series of on-board
electric motors, with juice courtesy of
lithium-sulfur battery cells. The DBX's
carbon ceramic brakes will also help
boost the crossover GT's range by
recovering otherwise wasted braking
energy.
Engine: Embracing the very latest
engineering techniques and theories,
the DBX concept needs no engine
compartment thanks to its use of
electric, inboard-of-wheel, motors
powered by lithium sulphur cells. The
DBX is an all-wheel-drive EV, with
individual electric motors powering
each of the wheels.
Capacity: Capable of accommodating
four adults comfortably, the DBX
concept also focuses on day-to-day
practicality. The unique vehicle
includes front and rear luggage
compartments and an interior with a
flat floor. DBX has a two-door, four-
seat design that is sporty with large
wheels and elevated height.
Design: The brand uses only
authentic materials, and the concept
for the exterior of the vehicle is made
of machined billet aluminum, visible
milling lines. This form of
craftsmanship is intended to be viewed
as the car’s “jewellery”. The DBX
unique paint finish – Black Pearl
Chromium – has been specially created
to mimic the look of a genuine black
pearl, and comprises a micro-fine layer
of chrome to deliver a level of
reflectivity that cannot be obtained
through normal paint finishes.
Inside, the deliberate use of
non-automotive standard materials
generates a uniquely soft, cocooning
ambience. The extensive application
of velvet-like nubuck leather contrasts
with the concept’s hard, hi-tech
equipment. The exposed leather
reveals a sandwiched accent layer,
more akin to high-end furniture, while
the car’s interior bright ware matches
that of the exterior with the addition
of a gold ‘pin striping’ element on the
edging.
Active LED exterior lights,
carbon ceramic brakes with a kinetic
energy recovery system (KERS), and
6

10. rear view cameras in place of
conventional mirrors also underline the
mould-breaking nature of this luxury
Grand Tourer concept.

11. DBX Concept
“The DBX Concept is a challenge to the existing status quo in the high luxury
GT segment. It envisages a world, perhaps a world not too far away, when
luxury GT travel is not only stylish and luxurious but also more practical, more
family-friendly and more environmentally responsible.”
- Andrew Palmer, CEO
7

12. Channel
Strategy
For the new DBX model, Aston Martin will use channel partners to serve as
distributors. The company uses direct channels in other parts of the world, such as
Europe. Aston Martin’s small market share in Canada means that selling directly to the
customer isn’t a viable option at this time. Therefore, the use of partners and existing
distributors will remain the preferred distribution method for the DBX across the
country.
Over time, Aston Martin’s channel strategy may be revised by adopting a direct
channel supply chain. However, measures will need to be put in place to ensure
channel conflict does not occur between various sales channels.
8

13. Marketing
Objectives
The DBX is set to be an all-new model, therefore Aston Martin will be looking to
achieve several new objectives with the car. Over time, as the vehicle moves through
the product life cycle, the car will move from the introductory stage, to growth and
then into maturity. As this happens, the initial outlined objectives will change and
develop accordingly to ensure a prolonged life cycle that other Aston Martin models
have achieved.
Below are the primary marketing objectives that Aston Martin will strive to
achieve and ensure strong sales growth for the DBX model in 2016.
OBJECTIVE
AREA
MARKETING OBJECTIVE
Enter a new market
Successfully position the DBX as a luxury performance hybrid
vehicle within the market, specifically targeting and
attracting professional women.
Improve brand and
product awareness
Increase annual number of visitors to company website from
3 million to 5 million by 2017 through developing a ground
breaking, creative and interactive online marketing
campaign for the DBX.
Successfully launch
new product
Use all available marketing tools to promote and educate
consumers about the new model prior to the launch of the
DBX.
Sales growth
Achieve a 5% share of the luxury sports car market in Canada
and a 25% share of the electrical hybrid performance market
in Canada.
Gain advantage
over competitors
Reduce order lead time in Canada by 20% on other models
due to proximity of manufacturing the DBX in the U.S.
9

14. Marketing Strategy
Advertisements for the new $1.8
million Aston Martin coupe initially
will not discuss the car's top speed or
horsepower. Instead, they focus on
the fact that only 77 cars will be
built. The company will use scarcity
to create a demand for the vehicle by
highlighting the exclusivity and add
urgency to launch a new concept
targeting women.
2. Concentrated Marketing: This
approach also known as niche
marketing which is effective to reach
particular market segments such as
women in this marketing plan. This
approach is often adopted by firms
that either have limited resources to
fund their marketing strategy, or wish
to adopt a very exclusive strategy in
the market. Aston Martin already uses
this approach to target high net worth
individuals interested in luxurious and
high-performance cars.
3. Inbound marketing: Focuses on
creating quality content that pulls
people towards the company at an
earlier stage in their buying decision.
In the past, Aston Martin had adopted
this approach with the introduction of
the new ‘buyer persona’ campaign.
4. Product Placement/Event: The
use of endorsements from celebrities
that mirror the target consume will
increase brand awareness. Aston
Martin has done so in the past with
launching new vehicles in the James
Bond films. The DBX model will be
displayed at event featuring high net-
worth females and other corporate
functions.
5. Database Marketing: Its pivotal in
the product development stage to
research potential target market
information and understand demand
for the product prior to the
manufacturing. An elite list of
potential buyers will be targeted on a
one-to-one basis through direct mail,
email communications and invites for
the pre-launch gathering. Database
marketing will also be used after the
product has been launched to contact
potential buyers for test drives.
6. Tradeshow Marketing: High
profile auto shows and tradeshows
will be used for this product launch.
This will be a trademark launch and
could possibly work as an event
strategy by Aston Martin sponsoring
booths and having a VIP Lounge area
at each show.
Scarcity Marketing:1.
10

15. Mission Statement
For the high-powered affluent woman, Aston Martin
encompasses luxury, performance and allure among all
other elite cars based on 102 years of handcrafted
excellence.
11

16. Marketing MixAs stated above, the objective of the marketing mix is to achieve a 5% share of
the luxury sports car market and a 25% share of the electric hybrid performance
market in Canada. The marketing communications mix will apply Aston Martin’s
elegant design, luxurious feel and standardized colours of black and grey across all
mediums. As Aston Martin is a distinguished brand, with only 70,000 cars sold in its
entire existence. These car owners hold an elite status in society as a whole. Using
the following traditional and digital media, Aston Martin will effectively reach its
target market to launch the new DBX:
12

17. Continued…
13

18. “If it wasn’t for James Bond, Aston
Martin would have died by now”
- Brian Murphy
14

19. Financials
n 2014, Aston Martin posted a
pre-tax loss of 72 million British
pounds, which is almost triple
the loss of last year (De Burton,
2015). This is a result of a defective
part in one of the models in China. This
issue should be resolved by the time the
DBX is released. There has been an
increase of 150% in the automotive
industry since 2009, with no end in sight,
leaving room for Aston Martin to further
expand (De Burton, 2015). In 2013, the
company sold
4,200 vehicles worldwide and last year
dropped to 3,500. However, numbers
are expected to rise with the re-entry
into the Chinese markets. As the DBX is
exclusively targeting women, Aston
Martin should see an increase in sales in
the coming years. The DBX is the only
luxury vehicle that is geared specifically
for professional women, allowing Aston
Martin to be a temporary monopoly in
that market segment (Statistics Canada,
2015).
I
15

20. Contingency
Plans
ston Martin does not
have their own
dealership in Canada,
instead sharing space
with other luxury brands such as Rolls
Royce and Bentley. This could be a
potential challenge, as the car sales
associates do not have any incentive to
specifically sell Aston Martin vehicles.
Instead, they may promote a competing
luxury brand to a potential customer
(Brian Murphy Interview, 2015). In order
to prevent this from happening and
ensure brand loyalty, sales associates
throughout Canada
should receive an increased commission
for every DBX sold in the first three
years.
Another potential obstacle Aston
Martin faces is from existing customers.
The DBX could possibly negatively
impact the brand’s image as it has only
been marketed to men in the past. Due
to the structure change of the vehicle,
the newly designed DBX might not
appeal to existing Aston Martin vehicle
owners. To overcome this issue, it is
essential to position the model
strategically in men’s magazines and
sports television and radio channels.
A
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