Pierre melion n0427448 sanil naik n0658759 LINH cHI LE N0660583 NEHA MULCHANDANI N0659466 NEHA GUJRANI N0659052

Pierre melion n0427448sanil naik n0658759LINH cHI LE N0660583NEHA MULCHANDANI N0659466NEHA GUJRANI N0659052

Analysis of the marketing strategy Jaguar XECOMPANY PROFILE British car manufacturer Jaguar is considered as the biggest investor in automotive research, development and engineering in the UK (Mintel, 2015).

*Jaguar is considered as the biggest investor in automotive research, development and engineering in the UK (Mintel, 2015).Marketing objective1. Reach out to the affluent millennial customers

2. Provide a solution to the entry level premium car market

3. Sustainably upholding the brands cultural heritage and vision

Swot analysisSTRENGTH

Sustainability High cultural heritage valueIncreased depth of product lineHigh investment in R&D and promotionIntensive aluminum architecture (XE)WEAKNESS

Not for performance orientated customersConfined interior Low product line

OPPORTUNITY

Growing luxury hybrid car marketIncreasing number in affluent young customersUK economy recovering from recession

THREAT

Strong competition from other automobile giants

Customer may Anatomy of the Jaguar XE

Classification

Specialty Product (User-based)Durable (Product-based)

Jaguar The BrandProduct Line & its depth (Umbrella Branding)Brand PositioningBrand HeritageBrand ReflectionBrand Personality

The marketing mix: productTransportationAdvanced Sports SaloonSleek & Strong ExteriorsComfortable & luxurious interiorsAdvanced Engine TechnologyDelivers Great PerformanceAdvanced In-Car Techology (HUD Display, In-Car Wifi)Driving Assisstance FeaturesState of the Art Aluminium intensive architecture

Advanced FeaturesMade To OrderBritish Heritage and HistoryPrestigeStyleLuxuryQualityDependabilityReliabilityTable 2: Product AnatomyProduct Life Cycle

ProductRelative Market ShareMarket GrowthHighLowHighLowTable 3: BCG Matrix (Data Source: Mintel)Problem ChildrenBCG Growth Share Matrix

PlaceStrategy: - Indirect, short, one level channel Selective distribution but remains exclusiveVertical marketing system Structure:PlaceFactors affecting Jaguars choice for distribution strategyMarket Buy in person, specializations, less price consciousManufacturingCapital intensive, narrow product mix, high desired level of control over distribution channel productComplex, add on services, heavy transportation costCompetitive No competitive advantage lies on distribution channel Distribution intensiveSelective distribution, but remains exclusive (contractual relationships) placeFactors affecting Jaguars choice for distribution strategy:

BUYER: Buy in person, specializations, less price consciousMANUFACTURING: Capital intensive, narrow product mix, high desired level of control over distribution channel PRODUCT: Complex, add on services, heavy transportation costCOMPETITION: No competitive advantage lies on distribution channel DISTRIBUTION INTENSIVE: Selective distribution, but remains exclusively (contractual relationships)

Promotion XE helicopter launch over London- Integrating Jaguar in James Bond films WimbledonSky cycling team- Invictus games- Commercials emphasize brutishness- Market competition referencing

The launch of a new marketing campaign aims to increase awareness of the brand amongst a new audience (Indiantelevision.com, 2012)

(Menon, 2014) Promotion

Facebook, Instagram, Twitter etc.. Use of PR to cause social media traffic Jaguar had the 3rd highest brand engagement levels on Facebook in 2012 (We are social, 2015)Use of social media to promote commercial advertisement

Jaguar ask for personal details (data) to be eligible for catalogue.

(Anon, 2015)PromotionProductProductProductPrice Market penetration: Low price & high promotionGeographic Pricing: Jaguar is a British heritage brand and its production is based in Coventry, United Kingdom. Current marketing strategy conclusionThe Jaguar XE targets a younger audience, whilst using effective promotional strategies, and reaching out to a larger customer base due to its affordability.

Innovative promotional strategy whilst maintaining its cultural heritage to create innovative marketing approaches to gain a larger audience.RecommendationsCREATE A HYBRID XE / LIGHTER XE/ MORE Enter more of the possible car markets, whilst using the brand as the selling point.Look at hatch back vehicles? Sponsor environmental projects eco/green/jaguar forest? Offer charitable option/inclusion within the price of vehicles (sustainabilit, environmental issues and the growth of economy/recession)More development of App possibliities and mediums of communication to keep and engage the customer by having them depemendant on the apps as in terms of a neccessisty of compatibility for the vehicles and media platforms and devices.

Percived quality of product deamination

referenceAnon, (2015). [image] Available at: http://www.designboom.com/technology/supercharged-jaguar-xe-s-london-2015-09-09-2014/ [Accessed 27 Oct. 2015].Jaguar UK | Luxury Sports & Executive Saloon Cars. (2015). [online] Available at: http://www.jaguar.co.uk/index.html [Accessed 27 Oct. 2015].Indiantelevisioncom, T. (2015). Log in through your library or institution ProQuest. [online] Search.proquest.com. Available at: http://search.proquest.com/dovciew/923973567? OpenUrlRefid=info:xri/sid:primo&accountid=14693 [Accessed 25 Oct. 2015].Shearman, S. (2015. PG Tips is most engaged with UK brand on Facebook. {online} Marketingmagazine.co.uk. Available at: http://www.marketingmagazine.co.uk/article/1121956/pg-tips-most-engaged-with-uk-brand-facebook#5X07ORwluMjClcft.99 [Accessed 27 Oct. 2015]

1. Matr., P, 2013. Cross-Border Cultural Challenges in Mergers and Acquisitions: The Tata Jaguar Case Available at: http://tesi.eprints.luiss.it/10539/1/ciceri-piergiorgio-tesi-2013.pdf [Accessed on 25th October, 2015]

2. Available at - http://newsroom.jaguarlandrover.com/en-gb/jaguar/news/2015/04/jag_xe_press_kit_270415/?b=2826&m=15976&dd=true&ct=NewsArticles&rs=5&fr=41&allCounts=False&locus=2

3. Jobber, D. and Fahy, J. (2015.) Foundations of Marketing 5th ed. London: McGraw-Hill.

4. Andr M. Everett, (2006),"Brand corrosion: mass-marketing's threat to luxury automobile brands after merger and acquisition", Journal of Product & Brand Management, Vol. 15 Iss 2 pp. 106 120. Available at: http://www.emeraldinsight.com/doi/full/10.1108/10610420610658947