Group 8 Land Rover North America

8/10/2019 Group 8 Land Rover North America

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LAND ROVER NORTH AMERICA

Submitted by

Group 8

Anoop Dev Singh Slathia

Bikas PradhanPrabhu Raj Menon

Saurabh Yadav



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)

2



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

3



THE LAND ROVER BRAND CULTURE

Intensely loyal customers

Social functions, tournaments, Rover branded

books and clothing

Owners became missionaries for the brand

4



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

5



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

6



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.

7



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



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

9



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.

10




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




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

12



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

14



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.

15



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)

16



THANK YOU

ANDQUESTIONS?

17

Date post:	02-Jun-2018
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Group 8 Land Rover North America

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