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Land Rover North America
1. Land Rover North America
Cheryl (F11014)
Ramya (F11045)
Abhishek (F11061)
Sagar (F11100)
Swaruparani (F11116)
Varun (F11120)
2. Land Rover Brand Identity (UK)
• Brand essence:
Rugged, authentic, freedom, adventure
• Core Identity
– Practical: Focused on on-field performance
– Simple: No-frills appearance
– Rural: Primarily used in country settings
– Utility: Multipurpose usage
3. Brand Personality of Land Rover (UK)
• Similar to post war Jeep
• Farmers car but much more versatile,
“able to do everything”
• “Simple and Strong”
• “Distinctly Attractive”
4. Land Rover vs Range Rover (UK)
Land Rover Range Rover
Product Category 4x4 vehicle “4x4” luxury vehicle
Image Farmers car with additional Possessed an aura of
features Dignity and Class
Design Considerations Designed for the tougher Built for the Freeways
terrain
Price High Well above competition
User Imagery “Simple people” with a Rich people wanting power
liking for tough cars with luxury
5. Landrover Range Rover
Corporate Sponsorships None mentioned Crossing the Darien Gap
Country Of origin UK UK
Age Possesses British Heritage Possesses British Heritage
Recognition “Starkly Practical and not “Seals Of Approval”
Ugly” Amsterdam Motor
Show.
Advertisements Simple Convey meaning Added Luxury feel while
keeping Rugged
background.
6. When Land Rover entered North
America…
• April 1986 – Range Rover of North America, Inc. –
corporate name “Range Rover”
• For the Americans – an expensive new vehicle
• Positioning based on: “British heritage”,
“luxurious styling” and “4WD capability”
• 3 positioning options: a luxury car alternative, the
car the Queen drives, the best off-road vehicle
available
• The Land Rover brand image was not yet
established in the US customer’s mind
7. Range Rover in US – Brand
Personality Drivers
Product and Non-product related
characteristics
9. Non-product related characteristics
• User Imagery based on Idealized Users (as portrayed in
advertising):
- DID NOT include people in the ad’s, so as not to prematurely
define the brand or restrict consumer audience
• Corporate Sponsorships: (helped position company as
‘Highly-responsible’ and ‘Off-road’)
– ‘24 hours of Aspen’ downhill ski race – the most brutal
endurance ski race on the globe
– ‘Sunshine Kids’ national children’s cancer organization
– ‘Tread Lightly! On Public and Private Lands’ program
– ‘Camel Trophy Adventure Rally’ – Olympics of 4-wheel drive
(grueling trial through deserts, rainforests and jungles)
10. • Public Relations:
– Established the brand in minds of influential
opinion leaders
– Primary target audience – Automotive Reviewers
(dictated consumer choice)
– Events to reinforce the ‘Exclusive Range Rover’
image:
Premier Launch event (trip to UK)
Taste of Range Rover Lifestyle event (Lecture at
London’s Royal Geographic Society, Off-road
instructions at Eastnor castle, Dinner at Earl Spencer’s
home)
11. • Country of Origin: UK
• Symbol:
• Age: British Heritage
• Company Image:
• Ad style:
– Bold, different, went against tradition
– Off-beat British humor for the literate customer
– Bold visuals with unconnected headlines (to give
customers a sense of Smartness and Satisfaction)
– Price information included (status-symbol)
– Did not include people
12. • Distribution:
– Prestigious dealer network – contributed to the
perceived ‘exclusivity’ of the brand
– Dealers – same wavelength as the company
13. Range Rover in US – Brand
Personality Scale (BPS)
Differences in ‘The Big Five’ when
compared to Range Rover UK
15. 1990’s…
• 1992 – Change of name to LRNA
• “Is that a Land Rover or a Range Rover?” –
consumer confusion in identity
• Consumers no longer driven by status concerns
or collection of possessions to denote wealth and
prestige
• Experience and Safety of 4WD became more
important
• 1998 – set a goal of 40,000 total LRNA units
• Involved 2 strategic areas:
branding, product, retail
16. Major Competitors in SUV Market
• Jeep : the best selling SUV brand
• Jeep wrangler ($11800)
• Compact Jeep Cherokee($13600)
• Luxurious Jeep Grand
Cherokee($21000)
• Ford explorer : 2nd best selling SUV
• Chevrolet: 3rd major player
• S-10
• Chevy Blazers
17. Where does Discovery stand in
comparison?
• Brand awareness for Discovery is very low , for
range rover average familiarity compared to
home grown Ford.
• Ad recall is also very low suggesting the need for
more communication
• 32% of 50 ( 16%) think the car is excellent and
only 4% would seriously consider buying it
• Discovery has less overall opinion compared to
Range Rover but has higher buying intent ( might
be because of the price )
18. Discovery – Is the message correctly
conveyed?
Expert Opinion Car Message
• Associate car with Range • Emphasis on
Rover as well safety, luxury, and off-road
• Positioning seen as sporty capability
and adventurous; family • Positioned as family car and
vehicle positioning
secondary Land Rover successor
• Luxury lacking for some • Dissociation from Range
experts Rover
• Emphasis on off-road • Product highlights: Dual
capability airbags in front and anti-
lock braking
19. Decisions to be taken
• Positioning
• Fund Allocation
• Retail Strategy
20. Positioning
• Discovery
- there is high price tag with only basic interiors
causing confusion whether it is luxury 4WD
- improve interior styling to bring it in
consonance with price
-should be clearly positioned as a premium
product with off-road capability and on road style
statement
21. Positioning
• Defender
-the truly rugged adventure vehicle
-a genuine boy toy only for fun and
adventure and thrill
Range Rover 4.0 SE
-the new range rover to be positioned as
the modern avatar of new range rover with
creature comforts and on road characteristics
22. Positioning
• Range Rover Classic
-Original Range Rover Classic to be
maintained
- to be positioned for its nostalgic and
emotional value for customers
23. Marketing Mix
• Increasing marketing budget to 20-30 mn$
• Keep advertising budget to about 50%
• Use more of TV advertising.
• Corporate advertising in addition to individual models
• Continued sponsorship of events like Camel trophy, and La
Ruta Maya Expedition
• Continue courses and 2 –4 day workshops at Land Rover
Academy on 4 WD basics
• Also special workshops for ice driving
• Promotions and direct mailing for prospective 4 SE
customers
