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8/10/2019 Group 8 Land Rover North America
http://slidepdf.com/reader/full/group-8-land-rover-north-america 1/17
LAND ROVER NORTH AMERICA
Submitted by
Group 8
Anoop Dev Singh Slathia
Bikas PradhanPrabhu Raj Menon
Saurabh Yadav
8/10/2019 Group 8 Land Rover North America
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CASE BACKGROUND
The Rover group conceived its frst our wheel drive vehicle
!"D# !$!% in &'!() *and rover +uickl, beca-e a well established brand in rural#
industrial# civil and -ilitar, scenes in .nited kingdo-)
The Rover group introduced Range Rover &'(/% to respondto changing -arket needs o -ore st,lish !"D vehicle b,
addition o lu0ur, to Ruggedness) B, the &'1/s# rover established a strong ollowing o
intensel, lo,al owners) Their owners shared a consu-erliest,le centered the brand)
&''/2s the .S S.3 -arket was considered hot# with stead,sales growth and continuous increase in de-and)
&'14# the frst .S subsidiar, Range Rover 5orth 6-erica wasopened under the leadership o 7harles 8ughes)
.S consu-ers were not well aware o the land rover brandas it was in .9)
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T8: R65;: R<3:R
Resembled Land Rover in attributes like performance,
toughness and versalitility
But delivered benefits of luxury and comfort as well
Price was well above competition and targeted the niche
market
Removal of the Land Rover badge
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THE LAND ROVER BRAND CULTURE
Intensely loyal customers
Social functions, tournaments, Rover branded
books and clothing
Owners became missionaries for the brand
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MARKET SEGMENTS
4X4 leisure sector had two segments:
Young, affluent, childless adultsImages and accomplishments
Unique and different vehicles
Conservative and Family buyerFunctional and Safety
Land Rover Discovery targeted both the
segments by introducing a 3-door and a 5-door
Discovery
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RANGE ROVER OF NORTH AMERICA
Only one model was introduced : Range Rover
Positioned as 4x4 with luxury
Bold advertisements with the price tag.
Public Relations: 16 of US top automotive, lifestyle and business editors were treated to 4 day
trip to UK
Corporate Sponsorships: Tread Lightly!, Camel
Trophy Adventure Rally sponsorshipEarly Results were extremely positive, sales
topped 2500, 10% more than the target sales
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GROWTH YEARS A new branding strategy
Changing the name: Land Rover North America A new product strategy
Introduction of Land Rover Defender (1992), LandRover Discovery (1994) and Range Rover 4.0 SE (1995)
Discovery could target the segment for which safety andcomfort are of paramount importance. Discovery’s dual
positioning was: the definitive family 4x4 and a logical
revolution of legendary Land Rover
Range Rover 4.0 SE was targeted to be an off-road like
Land Rover with on-road driving characteristics
A new retail strategy
Land Rover center which cost around half a millionUSD and 2 to 3 million USD if built new.
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LAND ROVER DISCOVERY
Brand Identity Land Rover Logo Individualism, Authenticity, Freedom, Adventure,
Guts, and Supremacy
Safety with adventureOff Road
Brand Image Off Road Dependable Excellent Workmanship Rugged Not Reasonably Priced Luxurious 8
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Brand Repositioning Land Rover was not seen as a family SUV and it was
perceived as an expensive buy as well as a little low
on safety, therefore Discovery was introduced with
full safety systems and was priced reasonably so thatsales could go up.
At the same time the off road, rugged, excellent
workmanship were very high in consumer perception,
therefore Land Rover positioned Discovery as 4x4
rugged, off road SUV for adventure enthusiasts aswell.
LAND ROVER DISCOVERY
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THE RANGE ROVER 4.0 SE
Totally Redesigned with US consumer in mind
Off Road with luxury
Priced higher than competitors
Overall Opinion was good but Buyingconsideration was a bit on the lower side
According to exhibit 15, consumer perception
about Range Rover and Land Rover is more or
less same. A lot is needed on the company side todifferentiate these two brands.
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THE RANGE ROVER 4.0 SE
Brand IdentityIndividualism, Authenticity, Freedom, Adventure,
Guts, and SupremacySafety with adventure
Off RoadBrand Image
Off Road Dependable Excellent Workmanship Rugged
Highly Priced Luxurious Imitates Regality 11
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THE RANGE ROVER 4.0 SE
Brand Repositioning Range Rover, with the given price and such royal
history should target niche market. Target market has to be adventure lovers and who
are willing to pay for the brand
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B.Y=5; B:863=<R
Research suggested that consumer of 1990’s were nolonger driven by status concerns. They wanted both real
and adventurous experiences
Quality , safety , performance and convenience these
four characteristic were figured prominently in SUVpurchase intensions
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MARKETING MIX
US consumers are not very familiar with the
brand Rover and Ad Recall is also the least as
compared to other brands. Therefore 65%-70% of
the budget should be allocated for ads.
More focus should be kept on Discovery because
it’s a new brand in the US market and aligning
the consumer perception would take enormous
resources
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THE RETAIL STRATEGY
Hughes concept of Land Rover center is very
expensive, instead of that company should build a
robust dealership networks and give them
incentives for better performance. Dealers can
also be a helping hand in Marketing activities ofthe company.
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PERCEPTUAL ANALYSIS
Paul conducted a actor anal,sis to reduce the >& attributes to the-ajor criteria which consu-er used to di?erentiate S.3 brands)
@ualit,
Saet,
Peror-ance
<? road 7apabilit, 6esthetics
7onvenience
:cono-ics
Status
Aro- :0 &! it is clear that land rover discover, is well above theall S.3 -akers leaving :cono-ics 6esthetics)
:0 &C shows "ithin co-pan, product line land rover discover,was out peror-ing range over and jeep grand 7herokee is aheado the other -odel like 7herokee and wrangler)
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THANK YOU
ANDQUESTIONS?
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