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Land Rover North America
Cheryl (F11014)
Ramya (F11045)
Abhishek (F11061)
a!ar (F11100)
"ar#$arani (F11116)
%ar#n (F111&0)
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Land Rover 'rand dentity(*)
• 'rand essence+ R#!!ed, a#thentic,-reedom, advent#re
• Core dentity – .ractical+ Foc#sed on on/eld
$er-ormance
– im$le+ No/-rills a$$earance
– R#ral+ .rimarily #sed in co#ntry settin!s
– tility+ #lti$#r$ose #sa!e
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'rand .ersonality o- Land Rover
(*)
• imilar to $ost "ar 2ee$
• Farmers car b#t m#ch more versatile,
3able to do everythin!• 3im$le and tron!
• 3istinctly Attractive
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Land Rover vs Ran!e Rover(*)
Land Rover Range Rover
.rod#ct Cate!ory 44 vehicle 344 l##ry vehicle
ma!e Farmers car "ithadditional -eat#res
.ossessed an a#ra o-i!nity and Class
esi!nConsiderations
esi!ned -or theto#!her terrain
'#ilt -or the Free"ays
.rice 7i!h 8ell abovecom$etition
ser ma!ery 3im$le $eo$le "itha likin! -or to#!h cars
Rich $eo$le "antin!$o"er "ith l##ry
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Landrover Range Rover
Cor$orate$onsorshi$s
None mentioned Crossin! the arien9a$
Co#ntry :- ori!in * *
A!e .ossesses 'ritish7erita!e
.ossesses 'ritish7erita!e
Reco!nition 3tarkly .ractical andnot !ly Amsterdamotor ho";
3eals :- A$$roval
Advertisements im$le Conveymeanin!
Added L##ry -eel"hile kee$in! R#!!edback!ro#nd;
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8hen Land Rover entered NorthAmerica<
• A$ril 1=>6 ? Ran!e Rover o- North America,nc; ? cor$orate name 3Ran!e Rover
• For the Americans ? an e$ensive ne"
vehicle• .ositionin! based on+ 3'ritish herita!e,
3l##rio#s stylin! and 348 ca$ability
• @ $ositionin! o$tions+ a l##ry car
alternative, the car the #een drives, thebest oB/road vehicle available
• he Land Rover brand ima!e "as not yetestablished in the c#stomerDs mind
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Ran!e Rover in ? 'rand
.ersonality rivers
.rod#ct and Non/$rod#ct
related characteristics
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.rod#ct/related characteristics
• Product category+ 34E4 "ithL##ry car
• Price+ $ensive and "ell abovecom$etition
• Attributes+ ame as *
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Non/$rod#ct relatedcharacteristics
• User Imagery based on Idealized Users (as$ortrayed in advertisin!)+- N: incl#de $eo$le in the adDs, so as not to
$remat#rely dene the brand or restrict cons#mer
a#dience
• Corporate Sponsorships+ (hel$ed $ositioncom$any as G7i!hly/res$onsibleD and G:B/roadD) – G&4 ho#rs o- As$enD do"nhill ski race ? the most br#tal
end#rance ski race on the !lobe – G#nshine *idsD national childrenDs cancer or!aniHation
– Gread Li!htlyI :n .#blic and .rivate LandsD $ro!ram
– GCamel ro$hy Advent#re RallyD ? :lym$ics o- 4/"heeldrive (!r#elin! trial thro#!h deserts, rain-orests and
J#n!les)
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• Public Relations+ – stablished the brand in minds o-
inK#ential o$inion leaders – .rimary tar!et a#dience ? A#tomotive
Revie"ers (dictated cons#mer choice)
–
vents to rein-orce the Gcl#sive Ran!eRoverD ima!e+ .remier La#nch event (tri$ to *)
aste o- Ran!e Rover Li-estyle event
(Lect#re at LondonDs Royal 9eo!ra$hicociety, :B/road instr#ctions at astnorcastle, inner at arl $encerDs home)
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• Country of Origin+ *
•
Symbol+• Age+ 'ritish 7erita!e
• Company Image+
•
Ad style+ – 'old, diBerent, "ent a!ainst tradition
– :B/beat 'ritish h#mor -or the literatec#stomer
– 'old vis#als "ith #nconnected headlines(to !ive c#stomers a sense o- martnessand atis-action)
– .rice in-ormation incl#ded (stat#s/
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• istribution+ – .resti!io#s dealer net"ork ? contrib#ted
to the $erceived Gecl#sivityD o- thebrand
– ealers ? same "avelen!th as the
com$any
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Ran!e Rover in ? 'rand
.ersonality cale ('.)
iBerences in Ghe 'i! FiveD
"hen com$ared to Ran!eRover *
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imension Range Rover ! USA Range Rover ! U"
Sincerity
8holesome+ classic,
ori!inal, !en#ine
8holesome+ classic,
ori!inal, !en#ine
#$citement
arin!+ oB/beat, ecitin!$irited+ o#t!oin!,advent#ro#s
ma!inative+ h#moro#s$/to/date+ a!!ressive
arin!+ Kashy$irited+ advent#ro#sma!inative+ #ni#e
$/to/date+contem$orary
Competence
Reliable+ sec#re,tr#st"orthy, care-#l
7i!h $er-ormance
Sophistication
$$er class+ stylish,l##rio#s
le!ance, l##ry,romance, di!nied,classy
Ruggedness
:#tdoorsy+ active,athletic, masc#line
o#!h+ r#!!ed, stron!
o#!h+ r#!!ed, stron!
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1==0Ds<
• 1==& ? Chan!e o- name to LRNA• 3s that a Land Rover or a Ran!e RoverM ?
cons#mer con-#sion in identity
• Cons#mers no lon!er driven by stat#sconcerns or collection o- $ossessions todenote "ealth and $resti!e
• $erience and a-ety o- 48 became more
im$ortant• 1==> ? set a !oal o- 40,000 total LRNA #nits
• nvolved & strate!ic areas+ brandin!,$rod#ct, retail
J i i
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aJor Com$etitors in %arket
•
2ee$ + the best sellin! % brand• 2ee$ "ran!ler (11>00)
•Com$act 2ee$
Cherokee(1@600)•L##rio#s 2ee$ 9randCherokee(&1000)
• Ford e$lorer + &nd best sellin!%
•
Chevrolet+ @rd
maJor $layer
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8here does iscovery stand in
com$arisonM
• 'rand a"areness -or iscovery is very lo" , -orran!e rover avera!e -amiliarity com$ared tohome !ro"n Ford;
•
Ad recall is also very lo" s#!!estin! the need-or more comm#nication
• @&O o- 50 ( 16O) think the car is ecellent andonly 4O "o#ld serio#sly consider b#yin! it
•
iscovery has less overall o$inion com$ared toRan!e Rover b#t has hi!her b#yin! intent( mi!ht be beca#se o- the $rice )
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iscovery ? s the messa!e correctly
conveyedM
#$pert Opinion
• Associate car "ithRan!e Rover as "ell
•
.ositionin! seen ass$orty and advent#ro#sP-amily vehicle$ositionin! secondary
• L##ry lackin! -or some
e$erts• m$hasis on oB/road
ca$ability
Car %essage• m$hasis on sa-ety,
l##ry, and oB/roadca$ability
• .ositioned as -amilycar and Land Rovers#ccessor
• issociation -rom
Ran!e Rover• .rod#ct hi!hli!hts+
#al airba!s in -rontand anti/lock brakin!
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ecisions to be taken
• .ositionin!
• F#nd Allocation
•
Retail trate!y
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Positioning
• iscovery
/ there is hi!h $rice ta! "ith only basicinteriors ca#sin! con-#sion "hether it is
l##ry 48 / im$rove interior stylin! to brin! it inconsonance "ith $rice
/sho#ld be clearly $ositioned as a
$remi#m $rod#ct "ith oB/road ca$abilityand on road style statement
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Positioning
• efender
/the tr#ly r#!!ed advent#re vehicle
/a !en#ine boy toy only -or -#n and
advent#re and thrill
Range Rover &'( S#
!the ne" ran!e rover to be$ositioned as the modern avatar o- ne" ran!erover "ith creat#re com-orts and on roadcharacteristics
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Positioning
• Range Rover Classic
!:ri!inal Ran!e RoverClassic to be maintained
! to be $ositioned -or itsnostal!ic and emotional val#e -orc#stomers
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iBerences in ads
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Retail trate!y
• Land Rover Center Conce$t to be-ollo"ed
• ealers sho#ld only have Land Rovermodels