In order to successfully launch the Discovery, LRNA had to identify a target market. The influx of Japanese models proved that consumers clearly wanted an SUV. As with any successful product launch, it was imperative for LRNA to identify its target market. The American market was dominated by Jeep and Ford at the time. Land Rover decided that they could deliver a product that would satisfy consumers as well as compete with the market leaders. Analysis of research data revealed that two separate groups of consumers were the most likely to be in the SUV market. The first group is comprised of young, childless adults. Generally affluent and upwardly mobile, they wanted their vehicles to portray a symbol of status and image. This information appears to belie the data found in exhibit 8. For example, when consumers intending to purchase an SUV were surveyed on the most important attributes before buying, they scored status/image among the lowest. These results, however, were considered biased because people are less likely to admit in person that they bought something for the status it provides. The second segment of consumers who were likely to buy an SUV were older, middle-class Americans that valued practicality and utility over image and status. They wanted a vehicle that was dependable and carried a strong road presence. Further market research revealed even more information about the type of consumer that intended to purchase an SUV. For total SUV buyers in 1994, they were married people who had attended college and who averaged about $63,000 dollars per year in annual income. In fact, For Land Rover vehicles specifically, however, the numbers revealed that their customers tended to earn a significantly higher income than the res...
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... of the gadgetry and expensive features of the Range Rover and created the Hunter which “was, in effect, ‘a cheaper stripped down Range Rover.’” The Hunter failed and was removed from the product line right away. The Hunter was not in-line with the corporate strategy that LRNA was trying to achieve. The Hunter detracted from the exclusivity associated with the Range Rover brand in North America. Management recognized that to position the Discovery as the more affordable Range Rover would be to make the Hunter mistake all over again.
Positioning the Discovery as the definitive family 4x4 creates one great big problem. According to exhibit 19 only 38% of discovery buyers have children. Although 38% is a good portion, focusing on this positioning strategy excludes over half of the customers, and could potentially forfeit those customers’ future sales to competitors.
Irwin Toy Limited was a Canadian distributor and manufacturer of toys. His toy company was of Canada’s oldest toy company and remained independent and family owned until 2001. Sam Irwin and Beatrice Irwin were the two founders of the company during 2001 in Toronto. Irwin Toy Ltd. v. Quebec, 1984 was a case was taken all the way to the Supreme Court of Canada, where the case was addressed whether or not the prohibition of commercial advertising directed at children under the age of thirteen in Quebec, Canada is constitutional. In the 1980’s Irwin Toy Ltd. decided to broadcast a commercial for children under the age of thirteen, which happen to violate the prohibition of commercial advertising directed at children under the age of thirteen,
According to a recent study by Polk, a global automotive market intelligence firm, the average age of all light vehicles on US roads is at an all-time high of 11.4 years. That compares to an average age of 8.4 and 9.6 years, respectively, in 1995 and 2002. In addition, Polk expects the trend to continue through 2016, while prices of vehicles in operation (VIO) decline providing greater incentive for customers to purchase used rather than new. The shift gives way to significant opportunities for certain automotive aftermarket se...
The American consuming public has a long history of imposing patriotic consumption decisions upon the marketplace. They may be small things, like choosing to consume “freedom” fries over french fries or looking for the “Made in USA” label on products, or they may be forceful actions, like revolutionary era boycotts of British tea or holding foreign food and drug products to American standards. Recent anti-SUV campaigns have grown out of this legacy of consumption protest. The Detroit Project is at the forefront of promoting anti-SUV sentiment to a mass audience.
LRNA needs to determine a positioning strategy for the Discovery and itself in North America to entice its two distinct target markets. LRNA is aware that it has two distinct target markets whose purchasing decisions are impacted by various drivers but also knows that factors such as quality, safety, reliability, comfort, off-road capability and aesthetics overlap. When compared with other SUVs or SUV alternatives, we believe the following differences should be highlighted to develop a distinctive niche for the Discovery and Land Rover brand in the target audience’s mind. The Discovery and Land Rover brand should be positioned as luxury car alternatives with rich histories and superb off-road capabilities designed for the crème-de-la-crème of consumers: affluent, intelligent, practical, unique, full of character, and seeking to empower themselves through adventure and exploration during their driving experiences. The Discovery and Land Rover brand should, in effect, convey the following message: you are what you drive.
“Americans’ Love Affair with Cars, Trucks and SUVS Continues.” USA Today. USA Today, 30 August 2003. Web. 5 January 2012.
Andrew Simms, a policy director and head of the Climate Change Program for the New Economics Foundation in England, presents his argument about the impact SUV’s have on our roadways, and the air we breathe. “Would You Buy a Car That Looked like This? “. The title alone gives great insight on what the article is going to be about, (vehicles). “They clog the streets and litter the pages of weekend colour *supplements. Sport utility vehicles or SUV’s have become badges of middle class aspiration” (Simms 542). Simms opening statement not only gives his opinion on how SUV’s are the new trend, but he also paints a picture of what we see every day driving down our roadways. Simms also compares the tobacco industry’s gap between image and reality to that of SUV’s; stating that the cause and consequences of climate change resemble smoking and cancer. Simms comparison between SUV’s and cigarettes shows how dangerous he believes SUV’s are.
Land Rover customers value proposition for its luxury travel services will be similar to that of the automobiles it offers. Land Rover will provide a unique travel experience to meet the needs of wealthy customers around the globe. Land Rover is looking to fulfill the following needs that are important to its customers:
Despite their conception in 1903, Harley-Davidson and the motorcycle industry as a whole didn’t really take off until after the Second World War. Many people rode motorcycles during the war, with Harley-Davidson themselves supplying almost 90,000 motorcycles for the U.S. military during this time. Many veterans chose to purchase motorcycles upon returning home, as they enjoyed riding during the war and wanted to continue riding in their civilian life. This generation known as the "baby-boomers" quickly became the main target audience for many of Harley-Davidson’s marketing efforts. With sales increasing and the industry growing, many "motorcycle clubs" and "rallies" were introduced. Unfortunately, due to the lewd behavior displayed by most people associated with these clubs and rallies, bikers typically had an image of being disorderly and raucous. Harley-Davidson’s image itself took a big shot due to the Hells Angels. This was a motorcycle gang wishing to become notorious for "drug trafficking and other organized crime activities," who used only Harley-Davidson motorcycles. All of this combined to lead to a decline in demand and sales throughout the entire industry during the 1960’s. The industry was really helped out with the release of the Hollywood film Easy Rider in 1969. This film helped change the public’s perception of bikers and sparked an increase in motorcycle demand which has lasted to this day.
The majority of people, especially in America, cannot go about their daily lives without a car. Automobiles have instilled themselves in peoples’ lives and shown their usefulness since their debut in 1769. Since then, humans have redesigned and refined the automobile thousands of times, each time making the vehicle more efficient and economical than before. Now as the world approaches an ethical decision to dwarf all others, many people look toward automotives for yet another change. The emergence of the hypercar due to ecological turmoil exemplifies the change the world has demanded. Hypercars alter everything people know about automotives, modern ecology, and fuel efficiency. Not only do hypercars offer a solution to many ecological problems humans are faced with now, they also represent the only logical area for the automotive industry, and by some stretch American society, to expand.
Arrow Electronics is a distributor of electronic parts, including semiconductors and passive components. It was founded in 1935 and has reached number one position among electronics distributors by 1992. Arrow’s North American operations were headquartered in Melville, N.Y. Sales and marketing functions were divided among five operating groups. This case study focuses on the largest of Arrow’s groups, Arrow/Schweber (A/S).
Smiling faces, beautiful women and “American made” were the typical elements in advertisements during this decade. DDB’s first “big idea” behind the campaign was no different; The main goal was to make the Volkswagen more American by shooting Suzy Parker standing next to a Volkswagen. It wasn’t until after visiting the production line and watching the step by step production of the Volkswagen did DDB strike gold with an innovate new “big idea.” What resonated with the American advertising team the most during this visit was the incredible quality control of the German factory, thus they decided on “an honest car promoted with Honesty.”
in this segment are often brand conscious and enjoy the latest fads and trends. They...
Welcome to the automotive world, the last holdout in the battle against political correctness. This is one of the few places left where one can make a statement about women and men and not be assaulted with court cases or be accused of being a bigot. In the automotive media, it is still acceptable to represent men in business suits driving luxury vehicles, and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make money while doing so. As such, these companies use marketing techniques that will most effective reach their target market, which is the true populace, not the world envisioned by political correctness(hereafter to be referred to as PC). For this reason, the marketing techniques used by the automotive industry give us a more realistic view of society and how men and women view themselves.
In addition to the car model and color choices were decisions on options packages. And having seen the "pimped out" SUVs on MTV Cribs, complete with two or three LCD screens (one in the dashboard for the driver, of course), DVD player, speakers costing more than my college education, GPS navigation systems similar to those used in the Space Shuttle, heated seats, and 20 inch chrome wheels, my eyes were wide with opportunity. After checking on financing and whittling down the alternatives to what I might really need or want, I ended up with the most basic of standard packages.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach