Land Rover North America Inc.

LAND ROVER NORTH AMERICA INC.
Critique of its positioning, advertising and sponsorships in USA.
GROUP 5 : Itisha Seerat Suhasini Rachit Sidhant
History and Overview

Conceived its first 4WD utility vehicle in 1947 and named it as Land Rover Similar to a war jeep but much more versatile More popular with rural, industrial, civil and military sectors Range Rover was introduced in 1970 and it became an instant hit. By 1975, 75% of the Land Rover vehicles produced were Range Rovers
Offerings
LAND ROVER
Focus on the vehicles functional utility Target segment :industrial, rural and military population Catered to the needs of the third world countries Defined it self as The rugged and eccentric image of the cars. Cars which safari lovers would use during hunting.
RANGE ROVER
An extended version of the Land Rover, catering to the contemporary needs of the customers Recognised and catered to the unmet extravagant needs of the customers A combination of luxury and sturdiness Challenge To pitch it in the luxury SUV segment, with already existing big luxury players The price comparisons would draw people towards a Mercedes or a BMW
Eventually, it was launched in a niche segment of 4x4 focussing on luxury
Category Differentiation
Land Rover and Range Rover catered to entirely different needs
The former focused on ruggedness and had a masculine appeal

Ranger Rover was introduced as an extension of the utility services already being offered while catering to the luxury needs of the customers Message: against all odds Persistent ad-Environment: Rugged Terrain
Land Rover Discovery

Targeted dual set of customers Young adults with 3 door, old traditionalists with 5 door Efforts were made so as to not dampen Range Rover sales with changes in design and technology People wanted something different to experience rather than just a status symbol. Something adventurous and fun. SUVs were perfect for it
With its worldwide success, Land Rover decided to go for the target of 40,000 LRNA units per year by 1998
Positioning the brand

The brand focused on pitching the car under 3 appeals: 1. The best off-road vehicle available 2. A luxury SUV 3. The car the queen drives US buyers required knowledge about the new category in focus The brands advertising placed the utility of the vehicle Bold visuals with compelling and thought provoking taglines calling out for customer attention How they built on the positioning : Built on direct and crisp communication Highlighted direct facts: Price For a luxury segment , that is not the most effective tool
Positioning
How they did it : Focus on the lineage of the company Positioned themselves in a target set that was distinguished from the market, open to tough challenges and had an extreme flair for adventure Critical Move : Created a separate niche for the segment appealing to a specific segment Built the brand on the power of passion of the Target Group
Positioning
Exhibits show, that the brand recall of Land Rover wasnt high at all.
Range Rover had created a name for itself in the US market and was doing well To rebrand it as part of the Land Rover group was a wrong strategy With the US people not the most intelligent ones, this would only cause confusion in their minds, which it did People started recognizing the brand Range Rover, so they should have continued with it only and kept Land Rover separate
Advertising Positioning
Viewers interpretation
Standing out: Away from the crowd
The car for the risk-taker
Takes on the challenge
Exclusivity
Advertising Positioning
Highlighting the lineage of the company
Elegance and the beauty of the machine
Corporate Sponsorships
Sponsorships if used effectively can be a brilliant medium to promote your brand. Getting exclusive sponsorship rights for Carmel Trophy Adventure Rally was a big plus
It was a worldwide event Replaced Jeep who earlier had exclusive rights
CSR activities like Sunshine Kids was good and important for the brand to connect with the people. More so in a relatively new territory like USA. Also, they strategically decided to sponsor mostly sporting events to compliment their target audience
Challenges
Despite such bold advertising, the brand had low recall value. Clutter breaking advertising ,yet difficult to retain. Whether to go beyond their niche segment or not.
Competitors had much higher marketing budgets
Critical Analysis
The best thing the brand could do was create a different niche all together where in they were trying to please a specific segment but not everybody By going for 40,000 LRNA units per year by 1998, they went beyond their specific segment
Competing against other top players was always going to be tough because
Image created by Land Rover for itself Hardly any marketing budget when compared with its competitors
Recommendations
Using brand influencers and car geeks to promote the brand cult More on Ground activation that re-instates the bold , statement like positioning Highlight experiences that only a Land Rover could provide

Land Rover North America Inc.

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LAND ROVER NORTH AMERICA INC.

Critique of its positioning, advertising and sponsorships in USA.

GROUP 5 : Itisha Seerat Suhasini Rachit Sidhant

History and Overview

Eventually, it was launched in a niche segment of 4x4 focussing on luxury

The former focused on ruggedness and had a masculine appeal

Land Rover Discovery

Positioning the brand

Standing out: Away from the crowd

The car for the risk-taker

Takes on the challenge

Highlighting the lineage of the company

Elegance and the beauty of the machine

Competitors had much higher marketing budgets

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