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Where we are now?
JAGUAR is a brand with prestigious heritage
But:
In a market saturated with luxury cars, the brand has a low share of voice
There is a lack of brand awareness
We need to make the brand as cool and relevant as it was in the 60´s
Buzz words surrounding the brand
ClassicDifferent
Exclusive
Premium
Elegant
Individual
English
Distinctive
StatementLuxury
Unique
Indulgent
A couple of the negatives in the current situation
Jaguar are selling just over 1,200 cars a year in France
Jaguars are seen as indulgent
Some positives in the current situation
Jaguar are selling just over 1,200 cars a year in France
We think this is a strength, not everyone has what it takes to drive a Jaguar.
Jaguars are seen as indulgent
Good. It´s an indulgence we encourage
Jaguar Database
Bespoke DM
GSM Box
´Do you have what it takes to drive a Jag?´
Click yes – personal call from a Jaguar dealer with an invitation to have a test drive
Jaguar Owners Club members will recieve the same box but it will say ´Do you want to let your friends in on your secret pleasure? Send this one to some one who has what it takes to drive a Jag.
Prospects
Email with the subject line ´Do you have what it takes…?´
Seducing people with a simple idea
Main body has the click yes or no functionlity
Click yes – personal call from a Jaguar dealer with an invitation to have a test drive
Test drive is where we able to sell the perfomance and innovation of the Jaguar
Press Activity
Email - ´Do you have what it takes to handle a jag?´ on an exclusive date
Click yes – receive a call to confirm attendance
Picked up in Jaguar and taken to the Zoo
Press Activity
The press will have to walk a Jag around (controlled environment)
´How alive are you?´followed by a Jaguar Test drive
Social Media
Videos of the press event on YouTube
´Do you have what it takes to drive a Jag´ Facebook app which features as series of questions which focus on what you want from a car (performance / innovation and craftmanship) and lifestyle preferences – at the end of the quiz, you will be directed to the Jaguar model that represents your choices.
If you share on your page, you can be entered in to a competition draw to win a test drive or invitation to an exclusive event
Recruit from within – Loyalty Scheme
2,300 Jaguar Owner Club members to be used as brand ambassadors
Encourage members to introduce their friends to Jaguar
Bespoke Jaguar Owners event which each JOC member can invite a friend to see the benefits
Give a free test drive to someone you think has what it takes– If your friend buys a Jag, they join the Jaguar Owners Club and the referee gets a
Gold Membership where they can enjoy top end exclusive events such as Cooking class weekend with famous chef in Relais et Chateaux or private vernissage of new exhibition by famous avant-garde artist
Another idea on exclusivity
As mentioned before, Jaguar only sold 1,200 cars in France last year
What does this say about the 1,200 people that chose to buy Jaguars last year?
They have a taste for luxury
They want to make a statement
They don´t want to be one of the 10,000 people driving a BMW or Mercedes
Make our weaknesses the strength
In 2014, we only want to sell 2,500 cars.
Optimize the exclusivity for our buyers
Limited Edition– The billboard will not be branded to create intrigue around ´The Secret Pleasures of a Few´concept
Limited edition – DM to be sent out to prospects showcase the exclsuivity of owning a Jag
This year we will
only sell 2500 cars.
That’s a promise.