group 2 ferrari

8/3/2019 Group 2 Ferrari

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Ferrari

Dont Sell the Most, Sell the Best


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Group 2

Chintan Udawat - 11

Chirag Maniar - 13

Ekta Bhandari - 15

Jitesh Rungta - 20

Krishna Gupta - 21

Rajeev Gupta - 35

Rashmi Shukla - 36

Upasana Bhagwati -48Vinit Naik - 51

Sumanto Maitra - 55


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Birth of an Icon

Enzo Ferrari founded Ferrari back in 1943, during WW II.

He witnessed racing in Italy when his Dad took him to see a race in 1908

1929 Ferrari formed his own racing team, Scuderia Ferrari in Maranello, Italy

Began by sponsoring and manufacturing race cars only

The first Ferrari premises were bombed and heavily damaged.1947 - Production of street legal vehicles to sponsor racing

Scuderai Ferrari: Only team to continuously compete

in F1 since 1950

Ferrari is a myth and a legend in the automotive

industry. Unique worldwide success.


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Sales Details

US andCanada 28%

Germany 12%

Italy 12%

UK 11%

France 5%

Switzerland 5%Japan 5%

China 2%

Australia 2%

Russia 1%


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Value Proposition

Functional Emotional Economic

SpeedThrill &adventure

HighlyExpensive

Performance FreedomF1 technology Style

Status


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Identity Image

Red Color Speed

Prancing Horse, Logo Performance

F1 Car RacingMichael Schumacher Innovation

True Sports car Technology

Shape - aerodynamic

Position Perception

Cars for Racing Enthusiasts ExclusiveToys for kids of ellite families Glamour

Theme Park for families Racing Heritage

Merchandise for fan followers


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Identity Execution

Logo

Prancing Horse on a yellow back ground, usually with the letters SFInherited from WWIs legendary ace of Italian Air Force Count Francesco

Baracca. Baracca had notched up 35 enemy hits before crashing to hisdeath.

Red color

Men raced in national color cars.

Car Racing

Sponsoring races even before F1

Galleria Ferrari

Museum with in-depth company history for enthusiasts.Collects cars, images and trophies of Ferrari's victory all over the world.


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Identity Execution

Social Media

Twitter- @InsideFerrari, Ferrari.com Forum, Driver and staff blogsFacebook, Ferrari Owner's clubMobile Zone: Ferraris tie-up with Vodafone. Ferrari and Formula 1

wallpapers, games and video clips on mobile

Ferrari world

Theme park in Abu Dhabi24 ridesFastest roller coaster in world.

Hall of fame.virtual Ferrari simulationsracetrack for driving lessons


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Identity Execution

Licensing and Retailing

Ferrari Retail stores: 37 premium outletsItaly, Europe, Abu Dhabi, Singapore, New York

Next 2 years target: total 60 storesIn Shanghai, a local Ferrari store sold more

than $100,000 worth of merchandise in asingle day

Premium merchandise Our merchandise isalways a little bit above, for instance,Manchester United

Toy market: brand building through young

children. each year selling more than 25mnpiecesLuxury Market: Leather products

Ferrari licensees: Puma, Acer, Vertu MobilePhones


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Brand Positioning

Segment Target MarketSports Car Sports enthusiast, speed lovers, upper class, Avg

age 45 for car ownerToys 8 - 12 years kids of rich family (catch them young)

Consumer BehaviourAspirational, Elite, Price-insensitive, Looking for speed-technology-looks

CompetitionClass apart with ardent followers.Porsche, Lamborghini, Aston Martin, BMW, Merc, Audi, Jaguar

PoP PoD

Speed,Aerodynamics

Red colour, Prancing horse, Schumaker, F1, F1inspired technology in road cars, Licensed Products

PositionSuper premium, Elite, Hi-tech


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Perceptual Map

PriceHigh Ferrari F1

Lamborghini Bugati

Aston Martin Macleran

Ferrari

Merc

Porche

Low High Performance

Jaguar

Audi / BMW

San

STORM

Nissan

Low


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Brand Architecture

Ferrari as a Branded House

Corporate Brand

Ferrari

Sub BrandsScuderia Ferrari

Ferrari Store

Ferrari Magazine

Accessories

Co-brands (ingredient brands):

Shell oil

Micheline

Bridgestone

Marlboro (earlier)

Product Brands

F1 cars

Sports Cars - Enzo Ferrari,

Spider, Italia, California,Aperta, GTO, GTB Fiorano

4-Door - FF

Licensed Brands

Acer, Puma, Vertu mobiles


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Kellers Consumer Based Brand Equity Model


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Kellers Brand Equity Pyramid

Who are you? (Brand identity)Salience: 100%

Category Identification: Sports Car

What are you? (Brand meaning)

Performance:Primary : Sports, acceleration, speed

Secondary: Exhaust sound

Reliability: Proven performance history

Style and Design: Color, Shape,

Aerodynamic design

Price: High pricedService: 7 year maintenance program,

end-of-life redemption

PoP: Aerodynamics, Speed PoD: Red color, Prancing horse, Schumacher, F1, F1inspired technology in road cars, Licensed productseg: Puma

Imagery:User profiles: High net worth individuals, Men, Challengers

Usage situations: Racing, F1, High speed driving

Personality: Aspirational, Daring, Reliable, Upper Class

History: Longest heritage of 60 years

Brand association: Driving performance, Racing, Speed, Glamour,

Success


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Kellers Brand Equity Pyramid

What do I feel about you? (Brand Responses)Judgments: Feelings:

Quality: Excellent performance Fun, Thrill, Exciting, Status symbol

High satisfaction

Credibility: Very high, Innovation, History

Consideration: Very High

Superiority: Highly superior due to proven history

What kind of associations and how much of a connection would I like to have withyou? (Brand relationships)

Resonance:Loyalty: Very High

Attachment: Customers feel proud of it

70% resonance: More technical/performance oriented and High emotionalattachment


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Kapferers Brand Identity Prism

ExternalizationPhysique: (basis of thebrand)

Aerodynamics Design, Redcolour, Prancing horse,Technology

Relationship: (handshakebetween consumer andorganization)

F1, Sports

Reflection: (consumer'sperception of what brandstands for)

Adventurous, Sporty, UpperClass

InternalizationPersonality: (what happens

to the brand when itbecomes a person?)

Unique, Challenger, SpeedLoving, Innovator

Culture: (Values, origin)

Long heritage of more than 60years

Self image: (what theconsumer thinks ofhimself)

"I love speed, thrill andchallenges, And I can spendany amount of money to get

them"


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Brand Portfolio Matrix

Competitive Position

Strong Medium Weak

Market

Attractiveness

High F1 CarsRace Cars (Porche ,

Merc, Jaguar)

Medium Toys Merchandise & shoesLaptops (Acer),Mobiles (Ventu)

Low


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Learning

PASSION !!!

Enzo Ferrari was not an Engineer, nor was he an entrepreneur. He neverwent to college, not even high school, no PhD, never made an MBA. Enzo

Ferrari was just a mechanic at Alfa Romeo, with a strong passion forengines, speed and racing.

Passion has always been the drive of Ferrari. And its only marketingtool.

This Passion and excitement goes through in each Ferrari 360 Modena,in each Ferrari Enzo, in each 575 Maranello, in each F430 you drive orsimply encounter in the streets.

Winning races, losing races, fiercely fighting in car racing has built thebrand.


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References

http://www.ferrari.com

http://www.vertygoteam.com/ferrari_marketing_strategy.php

http://www.brandchannel.com/features_webwatch.asp?ww_id=279

http://www.sosemarketing.com/2010/05/25/luxury-marketing-%E2%80%93-the-

ferrari-marketing-strategy-is-passion-for-speed-engines-racing-design/

http://ranson.co/blog/branding-blog/a-short-history-of-brand-marques/a-short-

history-of-brand-marques-ferrari

http://www.livingthebrand.org/USER/Ferrari_.html?CompID=2&pageId=18&com

ponentContentID=5

http://marketingobserver.wordpress.com/2010/10/27/acer-ferrari-branding-the-

smartphone/


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Thank You

group 2 ferrari

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