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A brand in decline
Caroline ETIENNEChristophe FUTINPauline GELINEAU
MO2
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Beginning of the '40s, it denoted a large, exclusivevehicle that was ear-marked for the rich and famous.
Several began on the market. The bigger were :
PACKARD : Modest motto of what was arguably the most popularluxury car in America before World War II. Although it made veryluxurious cars that carried factory-built bodies, the cars that were themost noteworthy carried bodywork by the most famous body buildersof the day. But it failed in the 50s.
PEERLESS : Always in a weak cash position, Peerless was one of theearliest automotive victims of the stock market crash of '28 and the last
of them was delivered to a customer in June of '31.
PIERCE ARROW: The three most prestigious American luxury carsstarted with the letter P; Packard, Peerless and Pierce-Arrow. Pierce-Arrow became firmly established as a luxury brand, its cars were theconveyances of the rich and powerful: a '17 Pierce-Arrow was the
White House limousine of President Wilson.
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- MARMON : Always innovative, the Marmon line progressedfrom being powered by relatively small, air-cooled V-twinengines, to its huge 490 cubic-inch V16 of '31. Failed 1933.
- DUESENBERG : Fred and August Duesenberg built what manyconsider the finest American autos of all time. Create a road-going
cars.
- ROLLS-ROYCE : It was advertised as being built here by Britishmechanics under British supervision for snob appeal but it truth,there was a Yank or two in the assembly plant. The Depression
killed the American Rolls-Royce and by then, if you were richenough for a Rolls, you wanted the "real thing.
Many of these luxury cars company failed
and whatsJaguar fate ?
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http://www.brandchannel.com/images/papers/Luxury_marketing_in_Indian_final.pdfSource :
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"It's about emotionalconnections that people can
make with a brand and how itmakes you feel,"
There's more to luxury cars thanprestige. Premium cars offer the
most advanced safety option sandbest entertainment technology on
the market, not to mention some ofthe plushets interiors and most
options for customization.
"I think [luxury automakers] haveto differentiate with something
that is really, truly functional orsafety-oriented,"
Says Jake Fisher, seniorautomotive engineer from
Consumer Reports
Researchers at ConsumerReports may not put any stock in
brand names, but anyoneconcerned with keeping up with
the Joneses does.
"I think that in the bad times,people go to authentic and
credible brands,"
http://www.forbes.com/2009/02/27/luxury-expensive-cars-lifestyle-vehicles_luxury_cars.html
Forty-four percent of the vehicleschosen as top safety picks by theInsurance Institute for Highway
Safety have an estimated base
price of at least $30,000.
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C
Co
M
F
R
L
FRANCE CAR MARKET 2009
By growth % and percentage of total sales
City cars (38; +57)
Compact (35; -9)
Family cars(11; -10)
Minispace (10;+19)
Road cars (5; -25)
Luxury cars
(0,5; -21)
Total growth1rst semester 2009 %
Size%
Source : Turbo.fr
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0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
Sales 2008
Sales 2009
MARKET SHARES
Luxury carsCity cars
Minispaces
Road cars
Compacts
Family cars
SALES FRMARKET
[NB : These graphs are only true for the firstsemester of 2009 and last one of 2008 because wedidnt find statistics available per year for eachsegment but only for each brand. In order tocreate these graph, we added each brand sales foreach segment in order to have general statistics
ex : http://www.turbo.fr/actualite-automobile/362128-top-ventes-1er-semestre-2010-familiales/]
Thanks to the government prime, the frenchcars market managed to pass trough theeconomic crisis. The sales of the first semesterof 2009 was indeed better than the last one of
2008. This is explained by the sales increaseof the compact and city cars.
Without any surprise, Luxury cars positionon this graph (smallest size of overall carscategories with 0,5% and of the second worsegrowth with -21% over the last semester of2008) is the smallest cars category market
share.
This size is partly explained by two factors :- the fact that for most consumers, these carsremain an inaccessible dream because theyare extremely expansive.- And because they are extremely expansive,luxury cars manufacturers sell only a few
cars per year compare to the others segment(City cars and Compact).
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Segments Ventes PDM Croissance
Luxury cars 1 874 0,42% -21,36%
City cars 170 734 37,82% 57,10%
Minispace 46 098 10,21% 19,42%
Road cars 20 989 4,64% -25,27%
Compacts 160 099 35,47% -8,96%
Family cars 51 636 11,44% -10,21%
TOTAL 451 430 100,00% +21,91%
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Rolls Royce brand is endorsed by the reputation of the Rolls Royce brand: the logois the heritage, and the quality is superior;
The brand uses codes. Rolls Royce have often been used in popular culture. RollsRoyce have a club.
Our customers are a diverse mix of celebrities, stars, captains of industry, heads ofstate, sports personalities and young vibrant entrepreneurs.
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
OriginBrands
PromisedBrands
PersonalityBrands
Relation
CategorySpecific
Categorytranscendent
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STRONG BRANDHERITAGE
PASSION & RELATIONSHIPVALUE
EXPERTISE
STRONG BRAND IMAGE
A BRAND THEN A CAR
The brand name is so
strong, the logo looksspecial.
Rolls Royce in itself is the Ultimateicon representing a person status The Spirit of Exctasis
Rolls Royce for comfort The Phantom has succeed in hismission to make sure Rolls Royce
Rolls Royce is one of the few brand that doesnot require ownership for one to feel passionately
about the brand and what it represents
Rolls Royce prospere formore than 100 years
Charles Rolls & Henri Royce
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In this chocking ad, the brand and the CEO ofBentley would give an answer to BMW andAudi with their aggressive ads congratulationto BMW/Audi for winning World car of theyear .
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Founded by Walter Owen Bentley and his brother.
Bought a french car company and Bentley Motors was born in England in1919.
1921 : 1ST model, the rapid "3-litre" Bentley.
The current Bentley lineup is composed a strong mix of coupes andsedans.
Rolls-Royce acquired Bentley secretly so much so that the true identity ofthe purchaser was only disclosed after the sale.
The logo represents a B for Bentley. The two-winged refers to theaeronotic economy activity during the 1st World War.
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Bentley is one of the premier luxury car companies in the world. Thebrand racing success at Le Mans earned the Bentley motorcars statusamong British sports car enthusiasts.
Today the Bentley reputation has recaptured much of the originalpassion for beauty and performance that originally defined theirvehicles.
In 2002, Bentley presented an official State Limousine to QueenElizabeth to mark the Golden Jubilee.
Contextual Intrinsic AssociativeRelation
PedigreeBrands
QualityBrands
EndorsesBrands
CategorySpecific
OriginBrands
PromisedBrands
PersonalityBrands
Categorytranscendent
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Bentley coupes and sedans are
mostly hand-assembled in GreatBritain at the manufacturer's state-
of-the-art Crewe factory.
modern Bentley coupes and
sedans are powered by aseries of surprisinglymuscular engines.
The most potent models are
motivated by a turbocharged
12-cylinder engine thatgenerates more than 600horsepower.
The launch of the 2011 Bentley
Continental SupersportsConvertible - a variant of theSupersports coupe
POTANT CARENGLISH TRADITION
INNOVATIVE
ORIGINAL CAR
SPORT DESIGN CARIN THE CLASSICAL
DESIGN CAR
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Bayerische Motoren Werke AG (BMW), is a German automobile;
Founded in 1916, as a maker of airplane engines and branched out intomotorcycles seven years later.
Started making automobiles in 1928.
The logo represents a stylish prop with the Bavarian color (blue and white)
3 kind of automobiles :
New class;
Current model; BMW Models (The 2010 X5 and X 6-based M vehicles)
Unique characteristics
New Class model
Unique characteristics
Current model
Unique characteristics
BMW M model
a fully independent suspension,MasPherson strusts in front, andfront disc brakes.
the New Class line was broadenedto two-door sports sedans with theaddition of the 02 Series 1600 and2002 in 1966
Typically, BMW introduces many oftheir innovations first in the 7 Series,such as the somewhatcontroversial I Drive system. The 7Series Hydrogen, featuring one ofthe world's first hydrogen fueledinternal combustion engines, isfueled by liquid hydrogen and emitsonly clean water vapor.
an entirely new market for
BMW: a race-ready production
vehicle.
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The BMW brand is endorsed by the reputation of the BMW brand: its historyof being the second luxury cars in Germany, the colour (blue and white) arethe bavarian heritage, and the quality is superior
BMW is the only manufacturer to receive three awards in the 2009 round ofKelley Blue Book's annual Brand Image Awards, scoring for "Coolest Brand,""Best Performance Brand," and "Best Exterior Design Brand - Luxury."
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
OriginBrands
PromisedBrands
PersonalityBrands
Relation
CategorySpecific
Categorytranscendent
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TRADITIONAL CAR
SAFETY
GERMAN HERITAGEGERMAN QUALITY
STRONG STORY
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Mercedes-Benz is a German manufacturer
Created in 1886 by Carl Benz and Gottlieb Daimler with the
first gasoline powered car, a tri-wheeler
The first Mercedes automobile was marketed in 1901
The logo represented ground, water and air
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The Mercedes brand has a strong image because it is one of the first car in the World.It inspires strong, safety and security due to the German country manufacturer thatinspires safety.
The Mercedes brand has consistently been known for luxury, premium pricing,cutting edge technology and superior quality.
This acoustic trademark is a perfect fit for Mercedes-Benz it is emotional,elegant, and unmistakably associated with our brand.
Mercedes-Benz Style will perform commissioned work as well as offer designlicenses, which will give a manufacturer the right to use the styling.
A New Era in Fashion Begins With Mercedes-Benz Fashion Week's Move to Lincoln
Center.
Contextual Intrinsic AssociativeRelation
PedigreeBrands QualityBrands EndorsesBrandsCategorySpecific
OriginBrands
PromisedBrands
PersonalityBrands
Categorytranscendent
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On January 29th 1886, Karl Benz was grantedGerman patent number 37435 for his invention, thePatent-Motorwagen, recognised today as the first
automobile.
Fashion week
A model year change is not
always a facelift. Facelifts occuronce or twice in a vehicles
lifecycle and involve moreextensive enrichments,
FASHION
GERMANHERITAGE
INNOVATIVE
THE ORIGINAL CAR
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Created in 1914 by the two Maserati brother
Origin : Bologna in Italy
Belong to the Fiat Group
Emblem history : A trident inspired of the Statue of Neptune that
rises on the largest square in Bologna
The 2 brother started to create their car in order to take part todifferent car competition
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Excellence through passion : Their expertise comes from their
passion for racing.
The manufacturing process of Maserati
Qualities
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
Relation
CategorySpecific
OriginBrands
PromisedBrands
PersonalityBrands
Categorytranscendent
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Race inspire luxury
A Gran Tourismo with asuperb inside and outside
design : dynamic, eleganceand luxury.
Excellence through passion
UNIQUE
PASSION
ITALIAN
STYLE
ABSOLUTE PLEASUREAND PERFORMANCE
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The Porsche Principle is our Magna Carta. It is based on values and
philosophies that together create our added value.
Founded in 1931 by Ferdinand Porsche
Origin : Stuttgart, in Germany
Porsche's company logo was based on the coat of arms of Free
People's State of Wrttemberg of former Weimar Germany
Initially, the company offered motor vehicle development work andconsulting, but did not build any cars under its own name.
Designed the first Volkswagen in 1938 : Beetle Launched the first Porsche in 1939 : Porsche 64
Claims to have the highest profit per unit sold of any car company inthe world.
Source : Wikipedia and Porsche website
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Qualities
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
Relation
CategorySpecific
OriginBrands PromisedBrands PersonalityBrandsCategorytranscendent
Germany is one of the leading motorsports countries in the world. Withthe Made in Germany cachet, and because of it
Porsche was awarded the 2006, 2009, and 2010 J.D. Power and Associatesaward for the highest-ranked nameplate in its Initial Quality Study (IQS) ofautomobile brands.
In a May 2006 survey, Porsche was awarded the title of the most
prestigious automobile brand by Luxury Institute, New YorkSource : Wikipedia and Porsche website
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Designed the first beetle and has formany years offered consultancy servicesto various other car manufacturers.
We never forget our origins. And
they are rooted in motorsport, where
we have written history on the track.We concentrate on what we do best:building sports cars.
A Porsche is indeed an individual caras is, but it can be even more individual.
When it comes to personalisation, we
simply have unlimited idea.
PERSONALISATION
DESIGN
BRAND HERITAGE
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The history of Ferrari begins with the dream of a great man, EnzoFerrari, and a charismatic emblem, the Prancing Horse.
Founded by Enzo Ferrari in 1929 as Scuderia Ferrari
Started production of street-legal vehicles as FerrariS.p.A. in 1947
Origin : Maranello, in italy
The famous symbol of the Ferrari race team is theCavallino Rampante ("prancing horse") black prancingstallion on a yellow shield, usually with the letters S F(for Scuderia Ferrari), with three stripes of green, whiteand red (the Italian national colors) at the top.
Ferrari's first vehicle was the 125 S sports/racingmodel.
Source : Wikipedia and Ferrari website
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Qualities
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
Relation
CategorySpecific
OriginBrands
PromisedBrands
PersonalityBrands
Categorytranscendent
Italian Scuderia Ferrari is the oldest surviving team in Grand Prix racing, havingcompeted since 1948, and statistically the most successful Formula One team in
history with a record of 15 drivers' championships
Unlike many similar yet independent companies, Fiat Group-owned Ferraricontinued to thrive after the death of its charismatic founder and is today one of themost successful sports car companies in the world.
Between 1996 to 2004, Schumacher became the face of Ferrari, as well in racing as ageneral brand image.
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STRONG BRAND IMAGEFerrari lives its brand-through anemphasis on story-telling and an
expectation that its legend is knownby all its audiences
FAMOUS Many celebrities used Ferraris cars, as for
example Tony Curtis, James Bond, Crhis Rea,Don Jonhson
EMOTIONSThere are only a few sports car
brands on the planet that stiremotions
Source : Living the brand and marketing
EXPERTISEInnovation and technology are keydrivers behind every product
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WhyThere's more to luxury cars thanprestige. Premium cars offer the
most advanced safety option sandbest entertainment technology on
the market, not to mention some ofthe plushets interiors and most
options for customization.
HowPromoted in pop culture with
celebrities endorsing the luxurybrand cars. For exemple the
Royal British family used a RollsRoys, movies (Aston Martin
withJames Bond), thedifferent cars show.
WhereThe luxury cars are sold inemergent countries and rich
countries, also in a few luxuryautomobiles concessions
Who
It depends on the countries but generaly, theluxury cars target the mid-age people (35 to50 years old).
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THE
FAMILY MAN
Sensitive to thecomfort of his
family
Loves his family
but he still
looking for its
own pleasure
Combines
practicality and
design
Price sensitivity
Dynamic and
strong lifestyle
Belonging to a
group
membership
Attachimportance to
quality and
comfort
Lack of price
sensitivity
Very sensitive to
the carperformance
Above all, its a
pleasure
Carperformance &
reputation
Lack of price
sensitivity
Strongimportance of
social proof
A way to show
off
Wants many
accessories andinnovative
technologies
Not sensitive to
the price
Wants to lookdynamic
Culmination of a
lifetime : the
dream becomes
true
Confort,performance and
original design
Not sensitive to
the price
THE
NEW RICHMAN
THE
BUISNESSMAN
THE
PASSIONATETHE
SENIORS
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Created in 1922 by Bill Lyons and William Walmsley, in Blackpool;
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Today the headquartered is in Whitley;
They originaly make motorcycle sidecars before evolving into passenger cars.
Jaguar was founded Swallow Sidecar company
In may 1927, they firstly diversified by taking an existing car and bodying with the Austin
Seven. the Austins were cheap and easy to run, but Lyons believed that it would also
appeal to a lot of people if it had a more luxurious and attractive body.
The Austin Swallow was followed in 1928 by the Austin Seven Swallow Saloon. This car
looks much more expensive. Jaguar is a British luxury car manufacturer, headquartered in Whitley, Coventry, England.
It is a wholly owned subsidiary of the Indian company Tata Motors Ltd.
Jaguar made its name by producing a series of extremely eye-catching sports cars
Jaguar has, in recent years, manufactured cars for the Prime Minister.
The most recent delivery being of a XJ model on 11 May 2010.
Source : http://www.jaguar-enthusiasts.org.uk/jaguar-history.html
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1929 : three new Swallow models appeared for the first time. These were based on the
existing Standard Big Nine.
1931 - 1935 : S.S.1 coup cars
By the end of 1934 the company was producing about 1800 cars .
1945 : SS image was tarnished by the World War II with the Schutzstaffel in Nazi
GermanyApril 1945, SS Cars became Jaguar Cars.
1948 : Jaguar announced its first new post-war, stop-gap model (MarkVII) + Jaguars
new sports car: the XK120
Jaguar's sales slogan for years was "Grace, Space, Pace": a mantra epitomised by the
record sales achieved by the MK VII, IX, Mks I and II saloons and later the XJ6.
Source : http://www.jaguar-enthusiasts.org.uk/jaguar-history.html
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1951, 53, 55, 56 , 57 : Won Le Mans 24 hours race
1966 : Jaguar merge with the British Motor Corporation;
1968 : Merger with Leyland, the company became the British Leyland Motor
Corporation. Financial difficulties and the publication of the Ryder Report led to
effective nationalisation in 1975 and the company became British Leyland.
1989 : The Ford Motor Company made offers to the US and UK Jaguar shareholders
to buy their
2008 : Ford sell Jaguar to Tata Motors;
From 1995 to 2008 : Introduction of Jaguar XF- XJ- XF car model is (a luxury grand
tourer that was introduced in 2006)
2010 : Introduction of the CX75
Source : http://en.wikipedia.org/wiki/Jaguar_Cars
O i i ll th S ll Sid
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Originally the Swallow SidecarCompany,Jaguar gained its new name in 1945, thoughwhy this particular animal was chosen is uncertain
(though it makes a much better hood ornament than aswallow...). It's thought the leaping jaguar is meant torepresent the speed, power, and quickness of the cars.
Source : http://www.signselectric.co.uk/work/car%20logo%20history.html
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So why has Ford failed to turn its top-shelf brand into a consistentmoneymaker? Factory efficiency and quality are much improvedat Jaguar. But there have been some epic stumbles, not least the
rollout of the X-Type compact, a poorly executed entry-levelluxury car known as the Baby Jag that turned off Jag loyalists.
Add in an overly ambitious expansion, stale styling, and one-size-fits-all marketing, and it's easy to see why Jag had to discountheavily to hit its global sales target of 125,000 in '04.
Jaguars are meant to be drivenas well as admired, and there is
nothing quite so sad in myview as a Jaguar that never sees
the open road. The more youuse them, the better they run.
The British icon tarnished by more physical
ailments than a room full of octogenarians beforebeing acquired for $2.5 billion in 1989 by a flushFord was sold to fill coffers depleted in part bywhat it spent to fix Jag's mechanical ills.
Sources : http://www.cars.com/jaguar/xf/2009/reviews/?revid=53342http://www.topgear.com/uk/jaguar/xk/road-test/r
Jim Mateja
It also feels slightly sharper to drive. The brakes are stilla bit soft for my liking, but the way the XKR turns into
a corner is seriously accurate.
Piers Ward
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First class &
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BrochuresInteractive unit
Business card dropScreensavers
Mega 96$
Digital Screens
First class &Business Lounge Domination using ads
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Research Design Production Distribution Sale
Customer Needs
Competitor
Products
Business
Environment
Key design
elements
Stories of
Substance
Announcement
Communication
Materials
Teaser
Campaigns
Launch
Events
Volume
Planning
National
Marketing
Campaigns
Brand
Partnerships
After Sales
Customer
Loyalty
Programmes
CRM
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Ford acquired Jaguar in 1989 but their culture of company was too different.
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q g p y
They are loosing money since 2001. In 2006, the sales dropped by 10% in first half of the yearcompared to the previous year. The sales of cars are also in freefall, during the first six-monthperiod of 2006.41 000 cars were sold against 118,000 in 2004.
The equipment look like too much to those of its top-of-the-range competitors which are notluxury.
Jaguar does not profit from a reputation of reliable cars
Contrary to its competitors belonging to the sector of the luxury, Jaguar did not develop anypartnership with a mark of haute couture (Lamborghini and Versace).
Ford made a huge mistake basing the X-Type on the mass market Ford Mondeo, whichcheapened the brand
Ford bungled Jag's marketing by adopting a mass-market approach for the luxury-niche brand
design studio has to style cars with the sinuous, feline grace that defines the brand, while makingsure new offerings look fresh. There is too much traditionalism and no revolutionary design.
Jag's flagship model, are suffering because it looked too much like the old one; buyers who shellout $70,000 want everyone to see that they have a new Jag
Most people know the Jaguar brand, but if you ask them what their car lines are, they would behard-pressed to name them
Sources: Diagnostic stratgique de la marque d'automobile de luxe Jaguar ; The Care And Feeding Of Jaguar ; Jaguar's Marketing VP
Dishes On Strategy by Karl Greenberg
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TheJaguars car are endorsed by the English history. Moreover the endorsement ismade by the differents high profile events;
Jaguar owner brand of Elle Macpherson, Jean-Michel Jarre, Matthew Williamson, KateWinslet
Criticism :
Jaguar is perceived as a bad quality car and this fact affect the brand image Jaguarsfell by 10% last year to 18,234 units and in the first five months of this year they aredown again by 7%. Lawton answered this by saying that losses were as a result of theX-Type no longer being manufactured last year and this year the previous XJ rangeceased production and the new models are only just going on sale. (Damian Lawton,product manager for Jaguar UK)
Contextual Intrinsic Associative
PedigreeBrands
QualityBrands
EndorsesBrands
OriginBrands
PromisedBrands
PersonalityBrands
Relation
CategorySpecific
Categorytranscendent
Source : http://www.girlracer.co.uk/motoring/road-tests/5613-jaguar-75-years-and-still-looking-forward.html
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BAD BRAND IMAGE
the name "Jaguar" is worthless,
especially after paying over 50,000and now getting stuck with a repairthat will cost me over 6,500.
Read more:http://www.consumeraffairs.com/automotive/jaguar.html#ixzz17oszgGiD
http://www.cars.com/jaguar/xjr/1995/reviews/http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm
A CAR WITH TOO MUCH PROBLEM
I have encountered a series ofmechanical and technical problems,but the service has been less thanstellar.
NO STYLISH DESIGN
BAD MARKETING STRATEGY
Better products and an appealing
marketing strategy should helpJaguar cut back on the cheap salesgimmicks that have tarnished itsimage.
THE X-TYPE CAR IS BASED
ON MASS MARKETSEGMENT
Ford made a huge mistake
basing the X-Type on the massmarket Ford Mondeo, which
cheapened the brand.
Its design studio has to style cars with the sinuous,
feline grace that defines the brand
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History of culture
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History of culture
Image of luxury
Re-entry into international car races (LeMans)
Upgraded distribution channels
A powerful logo : speed, power Everybody knows
the Jaguar logo
The new acquisition by Tata Motors : If they run thebrands as a British company and invest properly innew product, it will be successful because they are stillattractive brands.- Charles Hughes, Founder, BrandRules LLC, in 2008.
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Brand Salience and awarness
Brandperformance
Brand image
Consumerjugement
Consumerfeeling
Brandresonance
Luxurious, seductive, sportive and innovating
High degree of exellence,comfort, speed and beauty
PRODUCT CORE COMMUNICATIONCORE
To feel like a unique person, a lifestyleexperience
Felin look, powerfull andgracious like a jaguar
Aggressive, high speed, pleasure
FEATURES AND BENEFITSIMAGENERY AND ATTRIBUTES
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Brand
core
Communication CoreProduct Core
Awasome car, lookfasten
core pillars of design,performance and
luxury
Speed andbeauty
Looks like a felin
Clients who seeks fora good car
Autosports car
Ecofriendlyresponsible
Unique car
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We think that Jaguar shouldenter India market since people
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WHY WHERE
FORWHOM
AGAINSTWHOM
In order to help Jaguar to regainits past glory, and show peoplethat Jaguars cars are style luxury.
enter India market since peopleare becoming more and moreeducate.In big cities because people whowants to drive luxury cars wants
to drive it in front of otherpeople.
35-40 years from the earlier age of50 : Young entreneurs andprofessional from various fields.
BMW, Mercedes, Maserati,Rolls Royce
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Characteristics that a Jaguar car should have :
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J g
Comfort
Engine performance
Space
Short or long traject
Personalization
Security
Quality
Fuel consumption
Design
Technology
Drive pleasure
- +
They need to higher their price in order to justify their new higher luxury positioning.
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y g p j y g y p g
So we recommend a skimming pricing. Even though sales will likely be modest withskimming, the profit margin will be better.
Compare to its current competitors, Jaguar offers new cars with a lower price. Theycould be assimilated to be on the mass market and loose their selective and uniqueattributes.
Examples of current pricing :
Jaguar :2010 Jaguar XJ-Series : Base Price: $71,650
Competitors :
2009 Aston Martin DB9 : Base Price: $186,450
2009 Bentley Azure : Base Price: $334,990
2009 Ferrari 430 : Base Price: $286,968
2009 Porsche 911 : Base Price: $76,300
2009 Maserati Quattroporte : Base Price: $122,300
Source : http://www.carprice.com/new-cars
Create a special members cards
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C eate a spec a e be s ca dsfor Jaguar cars owners only
Clients could have access to manyluxury shops (luxury partners brand),
Special private reception and thepossibility to invite somebody,
VIP access to showrooms new car test
Professional magazine for seniorexecutive
Broadcasting brochures anddocumentation in airplanesparticulary in class affairs
(ex: British Airway)
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India : There are clear indications from the current market scenario that luxury carmarket in India is bound to grow. Last year Rolls Royces Phantom, a sublime
luxury masterpiece was priced around 4 crores and 35 cars were sold. In the lateDecember 2009, Rolls Royce launched its new model GHOST which is expected tobe even highly priced and will receive more orders.
China :Chinas luxury car market consists of Audi, Cadillac, Mercedes-Benz, BMW, Lexus,Porsche and Volvo. These automakers have benefited in the increase of market tomore than 45 percent in just one year. The remarkable market growth has occurredin the early part of 2004 to the later part of 2005.
USA :They need to consolidate the market.
Sources :
http://www.buzzle.com/articles/110003.htmlhttp://www.youthkiawaaz.com/2010/01/the-booming-luxury-car-market-in-india/
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Jaguar is seen at first as a luxury car, thatmakes you want to drive. You fall in love iththe brand.
Own a Jag: be a part of the fast-paced life of the
fashion model.
But the rest are all there, flashing through the
spinning tines of the Jaguar tire, eerilyreminiscent of a hypnotist's wheel.
Source : http://www.flakmag.com/tv/jaguar.html
New From JaguarThe English-born Jaguar once epitomized class. The British upperl t b t Th J XK' t t d i
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class, to be exact. The Jaguar XK's most recent ad campaign,however, is a major brand reorientation. The Jaguar is still being soldas something uppity. Only now, it's uppity with an American spin,realigning the fancy car with the American upper class: celebrity.
At first glance, the new Jaguar XK campaign makes you want todrive, own, and make love to a Jaguar. It's smart, it's sexy and itinvolves partial nudity. On second glance, the ad is downright sinister.The spot begins with a series of black and white images flashingacross the screen, accented by featured colored objects. Overlappingwords and close shots of individual vehicle features make the ad
resemble a moving collage. Some of the images move, but the bulkof them are single frame stills put together like aflipbook. Spoon chant the chorus of "I Turn My Camera On" in thebackground and the Jaguar XK moves from the road to the side of abright blue pool, where a robust model in aviators lets a wet, bikini-clad woman into the passenger seat, directly from the water. Theletters XK and other undecipherable script flash across the screen ina frantic flurry. Behind, men rush around the Jaguar and a helicopterrises in the background. Finally, in a surreal climax, the face of awoman laughing in ecstasy or screaming in agony appears suddenlybehind a spinning Jaguar wheel. Then the screen goes black and only
the three white words remain: "New from Jaguar."
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http://www.forbes.com/2009/02/27/luxury-expensive-cars-lifestyle-vehicles_luxury_cars.html
http://www.buzzle.com/articles/110003.htmlhttp://www.youthkiawaaz.com/2010/01/the-booming-luxury-car-market-in-india/
http://www.turbo.fr/actualite-automobile/362128-top-ventes-1er-semestre-2010-familiales/ ]http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm
http://www.buzzle.com/articles/110003.htmlhttp://www.youthkiawaaz.com/2010/01/the-booming-luxury-car-market-in-india/
http://www.flakmag.com/tv/jaguar.html
http://www.carprice.com/new-cars
http://www.consumeraffairs.com/automotive/jaguar.html#ixzz17oszgGiDhttp://www.cars.com/jaguar/xjr/1995/reviews/http://www.businessweek.com/magazine/content/04_40/b3902056_mz011.htm
http://www.girlracer.co.uk/motoring/road-tests/5613-jaguar-75-years-and-still-looking-forward.html
http://www.cars.com/jaguar/xf/2009/reviews/?revid=53342http://www.topgear.com/uk/jaguar/xk/road-test/r
http://www.signselectric.co.uk/work/car%20logo%20history.html
http://en.wikipedia.org/wiki/Jaguar_Cars
http://www.jaguar-enthusiasts.org.uk/jaguar-history.html
http://www.forbes.com/2009/02/27/luxury-expensive-cars-lifestyle-vehicles_luxury_cars.html
http://www.brandchannel.com/images/papers/Luxury_marketing_in_Indian_final.pdf