Land Rover North America Essay
Juliana Van Winkle
5210 Marketing
Land Rover North America Case
2/20/12
Marketing: Land Rover North America
Problem statement:
Land Rover must determine how to position the Discovery to expand sales in North America. Land Rover vehicles have done well in the states, but developing the brand will be critical to achieving the lofty goal of 40,000 in sales by 1998.
Alternatives:
* Slow the plan for new Centre dealerships and focus funds on other marketing efforts such as advertising and sponsorships. * Reduce ad budget for Range Rover since it already has market presence * Remove the Land Rover name and market Discovery by itself * Drop the price so it isn’t the highest price compact SUV * Establish points of parity with Range Rover * Establish frame of reference with Jeep or Ford rather than Range Rover * Establish frame of reference with luxury cars * Switch focus of Discovery from an off road vehicle to a luxury family vehicle * Interior redesign with better comfort * Target adventure seekers * Target middle and upper middle class with families * Add children’s sports tournaments to corporate sponsorships. * Advertise the corporate brand in addition to individual models * Expand …show more content…
A secondary focus should be additions to sponsorships . Currently most sponsorships are in the adventure category which fits closer to the Range Rover and Defender markets. LRNA should add sponsorships of children’s sports tournaments. This specifically is focused to the target market of families with kids. Most families need to have good incomes to afford sports programs that travel for tournaments, so it would also effectively segment by income as well. Many tournaments have sponsors with booths set up for shopping. When a car dealer is a sponsor, the car is put on display in the
5210 Marketing
Land Rover North America Case
2/20/12
Marketing: Land Rover North America
Problem statement:
Land Rover must determine how to position the Discovery to expand sales in North America. Land Rover vehicles have done well in the states, but developing the brand will be critical to achieving the lofty goal of 40,000 in sales by 1998.
Alternatives:
* Slow the plan for new Centre dealerships and focus funds on other marketing efforts such as advertising and sponsorships. * Reduce ad budget for Range Rover since it already has market presence * Remove the Land Rover name and market Discovery by itself * Drop the price so it isn’t the highest price compact SUV * Establish points of parity with Range Rover * Establish frame of reference with Jeep or Ford rather than Range Rover * Establish frame of reference with luxury cars * Switch focus of Discovery from an off road vehicle to a luxury family vehicle * Interior redesign with better comfort * Target adventure seekers * Target middle and upper middle class with families * Add children’s sports tournaments to corporate sponsorships. * Advertise the corporate brand in addition to individual models * Expand …show more content…
A secondary focus should be additions to sponsorships . Currently most sponsorships are in the adventure category which fits closer to the Range Rover and Defender markets. LRNA should add sponsorships of children’s sports tournaments. This specifically is focused to the target market of families with kids. Most families need to have good incomes to afford sports programs that travel for tournaments, so it would also effectively segment by income as well. Many tournaments have sponsors with booths set up for shopping. When a car dealer is a sponsor, the car is put on display in the