Promotion Strategy

Promotional Strategy"Ferrari does not have to advertise because the

sports pages in the local newspapers do it for him.” – Henry Ford

Promotion through merchandising

Strong Brand Presence throughout the world

Co-branding exercise with various well known brands such as Puma, Acer, Mattel, Marcolin

Brand values – Exclusivity, Customizability, Luxury, F1 Experience

Official Ferrari MagazineStarted by Enzo Ferrari in 1930s

Started by recounting special memories of each season

Intimate glimpse into the stories that are not revealed to the regular media

Exclusivity- It is reserved for Ferrari clients in the first three years of ownership and for those awaiting delivery of their cars

Ferrari Owner’s Club, U.A.E.Founded in 2008 March by the owners

themselves

Projects the passion of its owners for their cars

80 members were enrolled in the first 8 months. This number is increasing rapidly.

Ferrari Store - OnlineExtremely simple and swift way to purchase

Ferrari products like shoes, jackets and other apparels

Stores are also famous for their exclusive Ferrari collectibles

Ferrari has collaborated with some of the big names like Puma, the Danish Lego Co., Acer, etc

Apart from shopping, customers can also test the Ferrari Virtual Race, read the Forum and Blog and lot more

Ferrari Store - PhysicalPhysical presence in Abu

Dhabi and Dubai – the key target markets

Stores created in crowded upscale malls to ensure maximum visibility

Merchandising to strengthen Brand Equity

Ferrari World Abu DhabiWorld’s first Ferrari theme

park

Located at Yas Island, Abu Dhabi (UAE’s Capital)

Its iconic sleek red roof, inspired by the classic double curve side profile of the Ferrari GT body, spans 200,000 SQM, carrying the largest Ferrari logo ever created

Ferrari played an active part in its development, owned by Abu Dhabi government

Ferrari World Abu Dhabi It hosts 20 plus Ferrari themed rides and

attractions

Target audience – Families, fans and enthusiasts

Key attractions: Galleria Ferrari, Formula Rossa, Viaggio in Italia, Junior Grand Prix, Racing Legends

Guests can purchase merchandise from several retail outlets throughout the park including the largest Ferrari store in the world

Italian dining experience

Lambhorgini