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▪ Introduction
▪ Business & Product Strategy
▪ Defining Luxury
▪ Touchpoints
▪ The role of data
OVERVIEW
105 years old
200+hours to build
an Aston Martin
95%of all cars still exist
3,000employees globally
85,000cars built in
our history
1robot in the factory
Onlyindependent luxury
car company
$22.5m1956 Aston Martin
DBR1
SUSTAINABLE LUXURY BUSINESS
Predictable growth and high margins
Significant value creation
Long term sustainability
S E V E N M O D E L S O V E R S E V E N Y E A R S
DeliveringACHIEVED2015 - 2017
1STABILISATION
• New leadership team
• Clear growth plan
• Fully financed
• De-risking of the business
ALMOST COMPLETE2016 – 2018
2CORE STRENGTHENING
• All new GT / sports car range
• New “specials” strategy
COMMENCED & ON TRACK
2018 - 2022
3PORTFOLIO EXPANSION
• 7 core models expected by 2022
• 2nd manufacturing plant
• Optimised capacity
• Full EV capability
THE SECOND CENTURY PLANBusiness Strategy
WHAT DEFINES LUXURY?
1. Rarity
1. Rarity 2. Bespoke
1. Rarity 2. Bespoke 3. Desire
BRAND EXPERIENCE
AUDIENCESGrowing desire
Fans of the Brand
Prospective Owners
Owners
BRAND PURPOSE: FOR THE LOVE OF BEAUTIFUL
“Love of beauty is taste, the creation of beauty is art”Ralph Waldo Emerson
S U B H E A D I N G
HEADING
FOR THE LOVE OF BEAUTIFUL
S U B H E A D I N G
HEADING
Brand Positioning
BRAND TOUCHPOINTS
House of
Aston Martin
New opportunities to interact
Art of Living experiences
BRAND TOUCHPOINTS
Collaborations
& partnerships
Heritage cars
& races
Music &
entertainment
▪ Developed in close conjunction with
Aston Martin’s design team on
products and experiences that embody
both brands:
▪ AM37 Powerboat by Quintessence
Yachts
▪ Aston Martin Residences in Miami
▪ Submersible with Triton
BRAND EXTENSIONS
THE ROLE OF DATA
IN 2015…
▪ One CRM person with global responsibility
▪ Dis-functional CRM infrastructure
▪ Aging digital platform
▪ Lack of data sharing with Franchised network
▪ Reliant on Franchisees for managing customer relationship
▪ Lack of understanding of legal framework
▪ New digital platform
▪ New CRM infrastructure
▪ Build a Global CRM Team
▪ Proactive re-build of database
▪ Data captured to build understanding
▪ Use data and insights to build
personalisation into every touchpoint
THE VISIONNew infrastructure to deliver personal experiences
CRAFTED OWNERSHIP EXPERIENCE
LUXURY MARKET MASS MARKET
▪ Detailed and bespoke product specification and
ordering process
▪ ‘One Click to Buy’
▪ Service there when you need it; anticipate needs and
wants
▪ Self-service; algorithmic purchase suggestions
▪ Collections; caretaking for future generations;
provenance
▪ Disposable; always something new coming along; in-
built obsolescence
▪ Direct relationship with the company; access to the
CEO
▪ Out-sourced and off-shored customer call centres; on-
line FAQs
▪ Visit the factory; walk around the workshop; meet the
craftspeople
▪ Made in [?]; automated mass production
▪ Surprise gifts, social events; previews and exclusive
access
▪ Loyalty schemes – collecting points and coupons; ‘Tier
Panic’
THANK YOU