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America Inc.
2. Problems
Determination of an appropriate positioning strategy
Land Rover North America Inc needs to determine a positioning
strategy for its newly launched Discovery v/s its other products Land
Rover Defender and Range Rover. Currently the company did not
clearly differentiate the positioning of the three SUVs.
The Company did not address who the target segment were for the
three SUVs and what are the USPs or benefits of each product.
The other problem faced by the company is how to position the brand
Land Rover?
b.
c.
d.
e.
retailing
strategy
and
4. Alternate Solutions
The options that TiVo could consider for its strategies and mix could be as below
Positioning Strategy
Strategy 1:
Land Rover is aware that there are two distinct markets whose purchasing
decisions are impacted by various drivers but also know that factors such
as quality, safety, reliability, comfort, off-road capabilities and aesthetics
overlap. When compared with other SUV alternatives, the following
differences should be highlighted to develop a distinctive niche for the
Discovery and Land Rover brand in the target audiences 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 crme-de-la-crme 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.
Strategy 2:
Land Rovers performance advantage is not reflected in their consumer
perceptions. This is seen to have a direct impact on the value judgments
of the consumers (which is seen one of the major reasons for purchase by
consumers). Based on this, value and performance are the criterias which
require the maximum improvement and by doing this, Land Rover should
associate itself and its umbrella brand with performance in all SUV
segments.
Marketing Mix
The main problems in the marketing area as seen were low brand
awareness, low brand consideration and not fulfilling sales potential. In
this case, it is seen that the target customer is a married male who is
college educated, 35-50 years old, has an income of atleast $100,000,
and is a professional or a manager.
Retail Strategy
Land Rover can come up with certified Land Rover dealers. This would
help to reduce the costs that is currently having to spend on its dealer
network while at the same time will allow them to attract customers at
different locations.
They can also open centers as premiere locations for purchasing Land
Rover models. To ensure that they get maximum benefit, they can open
the centers in selected markets.
5. Solution
Criteria for selection:
Solution:
The Corporate Brand has to be
In the long term, the best option we believe would be for Land Rover to
focus on performance of their brands to increase the perception of value.
They should look at associating Land Rover with performance as their
positioning strategy. This will also in the marketing front as the positioning
message
will help to reinforce their brand and hence attract more
customers. Also in addition, they can look at opening select centers in target
customer profile areas as their retailing strategy.