Prsentation PowerPoint
Quick reviewFirst 4 wheel drive utility vehicle in 1947North
America subsidiary created in 1987
Several brands : The Land Rover Defender The Land Rover
DiscoveryThe Range Rover
What is the question to be addressed?What are the distinctive
roles of the different brands within the Land Rover line and how do
they fit within the Land Rover umbrella brand
Range Rover DefenderDiscoveryFull size SUV Off-road SUVMid-size
SUV
the Land Rover line
Consumer portrait Ranger Rover Most buyers are between 35 and 49
years oldEducation : advanced degreeOccupation :
professional/managerial and othersMedian income : 256 KIntense
loyal owners Values : individualism, authenticity, freedom,
adventure , supremacy.
Land Rover Defender
It is the original Land rover vehiculeCustomers: Police,
firefighters, Military, Most buyers are between 35 ans 49 years old
Education: Advanced degree and college degreeOccupation:
professional, managerialMedian income: 113K
Land Rover Discovery Most buyers are beetwen 35 and 49 years
oldEducation : Advanced degreeOccupation:
professional/managerialMedian income: 142KCreation to regain both
segments : young people and conservative
On what features do Land Rover owners differ?
Part 2 owners differ
How does Land Rover make 14 MPG sexy?
As long as the Discovery fits under the brand umbrella it will
benefit from the brand name
The lower price point of the discovery can help recruit consumer
to the brand and motivate people to move up!.
