HNI Selling - The Rolls Royce Case

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A brief on HNI and understand Rolls Royce as a brand for HNI - India.

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HNI Selling - The Rolls Royce Case

  1. 1. HNI selling The Rolls Royce case
  2. 2. What is HNI According to World’s Wealth Report 2009 : HNIs are those who hold at least US$1 million in financial assets with both excluding collectibles, consumables, consumer durables and primary residences.
  3. 3. Reports say... <ul><li>2008, worldwide 8.6 million HNIs, a declined 14.9% from 2007 </li></ul><ul><li>HNI wealth worldwide, US $32.8 trillion , a 19.5% decrease from 2007 </li></ul><ul><li>Ultra-HNIs losing 24.6% in population and 23.9% in accumulated wealth </li></ul><ul><li>The report revised its 2007 projections that HNI financial wealth would reach US$59.1 trillion by 2012 and revised this downward to a 2013 HNWI wealth valued at $48.5 trillion advancing at an annual rate of 8.1%. </li></ul>
  4. 4. Segments... Category Name Income Population Ultra-HNW in excess of US$30 million 10500 Households Super HNW between US$10 and $30 million 42000 households HNI between US$1 million and $10 million 320000 households Super affluent between US$125,000 and $1 million 350000 household Mass affluent between US$25,000 and $125,000 1.8 mn households Mass market between US$5,000 and $25,000 39 mn households
  5. 5. Growth in segments
  6. 7. The Past and The Gift
  7. 8. History <ul><li>Founded by Henry Royce and Charles Stewart Rolls in 1904. </li></ul><ul><li>Also manufactured jet engines </li></ul><ul><li>Rolls Royce and Bentley brands </li></ul><ul><li>Bought by Vickers in 1980 </li></ul><ul><li>Sold it to Volkswagen and BMW </li></ul><ul><li>Bentley went to VW and Rolls Royce to BMW </li></ul>
  8. 9. Rolls Royce and India <ul><li>The Maharajas from pre-independence days </li></ul><ul><li>Imported by the Indian rich </li></ul><ul><li>Re-entered the Indian market in 2005 </li></ul><ul><li>Costing between 2 to 4 crores </li></ul>
  9. 10. It is a niche segment <ul><li>“ You can’t go by numbers. Probably, we may maintain the same number this year” - Rolls-Royce dealer(Mumbai) </li></ul>Year Sales 2005 5 2006 7 2007 12 2008 14
  10. 11. Marketing Approach <ul><li>NO co-branding endeavors </li></ul><ul><li>Dealers are chosen based on their common interests with customers </li></ul><ul><li>Customers are invited to exclusive dinners </li></ul><ul><li>Buyers receive personalized letter from the CEO </li></ul><ul><li>Focus on repeated purchase </li></ul>
  11. 12. Customer loyalty rate “ nearly a third of business comes from repeat customers”
  12. 13. Car gets a 1 crore makeover <ul><li>Dilip Chabria re-designed a RR Silver Coupe </li></ul>
  13. 14. Thank you

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