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LUXURY MARKETING: JAGUAR F TYPE

COUPE
ABOUT JAGUAR
Jaguar
is
the luxury
vehicle brand
of Jaguar
Land
Rover ,
a
British multinational car manufacturer headquartered in Whitley, Coventry ,
England, owned by the Indian company Tata Motors since 2008.
Jaguar Cars is a brand of cars made by Jaguar Land Rover . This is a British car
builder, owned by the Indian builder Tata Motors since the beginning of
2008. It was established in 1922 by William Lyons . It was renamed Jaguar
in 1935. Jaguar is owned by the Indian automobile manufacturer Tata Motors
Ltd. Jaguar is known for its luxury saloons and sports cars .
Jaguar was a private company until it became part of the British Motor
Corporation in 1966. The new company was called British Motor Holdings. In
1968 that company joined with Leyland Motors to became British Leyland. In
1975 British Leyland wasnationalised . In 1984 Jaguar was made private again
by Margaret Thatcher . Ford bought Jaguar in 1989. In 1999 it was made part
of

Ford's

"Premier

Automotive

Group"

along

with Aston

Martin , Land

Rover, Volvo and Lincoln. In 2008, Ford sold Jaguar and Land Rover to Tata
Motors . Jaguar is now a brand of the merged company called Jaguar Land
Rover (JLR).
The company was originally in Blackpool , but moved to Coventry . Today
Jaguar cars are made at the JLR factory in Castle Bromwich in Birmingham .

JAGUAR F TYPE COUPE


The Jaguar F Type Coupe is smaller luxury 4-doorsaloon automobile from Jaguar
Motor Cars. The "F Type Coupe" nameplate named in honour of the Silver F Type
Coupe, a car first produced in 1906, was announced in April 2009 at the Auto
Shanghai show. F Type Coupe is the essence of Jaguar in its simplest, purest
form. Every inch delivers on the power of simplicity. The new Jaguar F Type
Coupe
is
the
XJs
baby brother, although its hardly little at more than 212 inches long. Powered
by an engine which is a 6.6-liter, direct-injection, twin-turbo V12
withvariable valve timing producing 563 horse-power and 575 pound-feetof
torque mated to an eight-speed automatic transmission. The car weighs 5445
1

pounds (2,470 kg). Its length-height ration is 2:1.Rolls is predicting a0-to-60-mph


time of around 4.7 seconds. The F Type Coupe was designed by Ian Cameron and
Charles Cold ham
(interior) and engineered by Helmut Riedl. Manufacturer of this car is Jaguar
motor car company which is a concern of BMW group; Germany. The production
model was officially unveiled at the 2009 Frankfurt Motor Show.

JAGUAR F TYPE COUPE THE NEED


Want is something a person would like to have. Wants are the form of human
needs take as they areshaped by cultural and individual personality. Though
Jaguar F Type Coupe is designed as a less costly model than the previous model
Jaguar XJ, still Jaguar is one of most costly cars. A car is not a need for a
general income person or less busy person but it is a need for a busier person
who can afford a car. But a Jaguar is only luxurious cars which have a costly
brand value. So a Jaguar F Type Coupe can never be a need, its a want for those
who can afford it in the other words, who have demand for it.

MARKET OFFERINGS BY JAGUAR F TYPE COUPE:


Market offerings are some combination of product, service, information, or
experiences offer dot satisfy a need or want. The Market offerings of Jaguar F
Type Coupe are stated below

LUXURIOUS DRIVE WITH SIMPLICITY :


Jaguar is a renowned motor car brand that offers always luxurious drive. Jaguar F
Type Coupe is not exception at all. But with luxury it offers a lower price than the
previous model of Jaguar XJ. F Type Coupe is the essence of Jaguar in its simplest,
purest form. Every inch delivers on the power of simplicity.

HANDMADE AND HAND FINISHED PERSONALIZED FEATURES:


Jaguar is not only hand built but also hand finished, and through the bespoke
program, each car is customized to meet individual standards and satisfaction,
including personalized features, such as your initials engraved in 24-carat solid
gold interior features. It will be delivered according to how the customer
demands it so the customer can get unique ownership experience.

ROYAL AND LAVISH STATUS:


The name of Jaguar comes with the royal essence because it is the opulent
choice of the rich and famous from the very first production of its car and Jaguar
F Type Coupe is not an exception. Jaguar F Type Coupe stands as a lavish status
symbol globally.
2

DYNAMIC DRIVE, SPIRIT OF ECSTASY, AND SURGE OF POWER:


The Jaguar F Type Coupe also offers multi-sensory experience, more dynamic
drive, Spirit of Ecstasy, and endless surge of power. Its new 6.6-liter V12 engine
will produce 563horsepower and 575 pound-feet of torque remains whisper-quiet
even when accelerating. All that power is sent to the rear wheels through an
eight-speed ZF transmission. The result is a 0-60-mph time of 4.7 seconds and
an electronically limited top speed of 155 mph.

BEST AFTER SALES SERVICE :


The Jaguar motors offer the best care of your car after sales service by the most
talented technicians of the world.

ENVIRONMENTS AFFECTING THE MARKETING OF JAGUAR F


TYPE COUPE
All of the components of micro and macro environment affects more or less to
the marketing strategy of any product. For that, all of the forces of macro and
micro environment do not have the same affection RollsRoyce F Type Coupes marketing strategy.
Major factors in the F Type Coupes microenvironment:
The Company: The Companys decision affect F Type Coupes marketing
Competitors: Jaguar has to create greater customer value and satisfaction than
the competitors.
Public: Marketing Strategy of F Type Coupe should be affected by the financial
people, Media public and internal public.
Customers: Customers are the most important actor for F Type Coupe. Jaguar
pays
special attention to the customers demand and supply personalize car for the
customers.

MAJOR

FACTORS IN

F TYPE COUPES MACRO

ENVIRONMENT:

Economic environment:
The factor that affects the Jaguar most that is the economic factor. Jaguar F Type
Coupe operate their marketing activities most where peoples are rich and over
rich e.g. Hong-Kong, Manhattan etc. It's definitely not cheap but most expensive
and luxurious car in the world. So the economic factor is most important.
3

Technological Environment:
Jaguar F Type Coupe are marketed in the areas which are technologically
developed. It is marketed where the company can easily provide the after sales
service to the customers

PRODUCT DEVELOPMENT BY JAGUAR F TYPE COUPE:


Jaguar F Type Coupe is a new model car manufactured by Jaguar motors. They
design this car for luxurious drive and as cheaper re-model of Jaguar XJ. The
Customers of Jaguar are mainly fixed. Jaguar always tries to develop and
maintain customer equity so that the market of Jaguar is almost same all the
time. The customer of the Jaguar is rich and famous, and most of the times they
replace their Jaguar by the latest model, so Jaguar F Type Coupe is a new product
in an existing market. The Jaguar motors use to develop this F Type Coupe model
for maintaining the company growth. The model they used is shown below with a
chart:
Existing
Product

New Product

Existing
Market

Market
Penetration

Product
Development

New Market

Market
Development

Diversification

Figure:

Developing
Growth

Strategy

for

Jaguar F Type Coupe is a product development developing strategy for the Jaguar
Motors in order to capture growth.

MARKET SEGMENTATION:
Market segmentation is to divide the market into distinct groups of buyers who
have different need, characteristics, or behaviour and who might require
separate products or marketing program. A market segment is a group of
customers who respond in a similar way to a given set of marketing efforts.
Market segmentations are very important to find out which segment should be

served in order to grab best opportunities. Jaguar motor car company has also
make market segmentation for serving or selling the Jaguar F Type Coupe
The segmentation variables for Jaguar are listed below
Geographic segmentation:
Country:
Jaguar has targets just developed and first world countries for Marketing of F
Type Coupe
City:
Jaguar mainly markets their cars in cities where rich people lives.
Demographic Segmentation
Income: The Jaguar targets the segment of people who have a very high income
and can afford a costly car like F Type Coupe.
Rolls Royce, as was recently revealed in the Los Angeles Times, only targets
potential customers who have liquid assets in excess of $30 million.
Occupation: RollsRoyce motors also check out the customers occupation. They
target the segments that have a reputation and fame with his occupation.

PSYCHOGRAPHIC SEGMENTATION
Social Class
Jaguar F Type Coupe targets the upper uppers social class people to serve
because peoples from this class would buy it to differentiate themselves
i.e.Masons.
Life style
Jaguar targets the persons whose lifestyle is very showy and rich.
Behavioral Segmentation:
Benefits: Jaguar F Type Coupe targets the segment of people who would like to
haveluxurious and speedy drive with simplicity of F Type Coupe.
User Status:
Jaguar motor car companys main targeted segment is the
regular users because most of the times users replace their old model with a new
model Jaguar. It only targets potential customers who have liquid assets in
excess of $30 million.
Loyalty Status:
5

Loyal customers are most targeted segment of Jaguar.


Attitude Toward Product:
Jaguar always target the segment of buyers whohave a positive and enthusiastic
attitude toward Jaguar. For checking that, the officials of RR will go through
buyers bio-data, past maintenance of his cars, his driving for a month and many
other formalities. RR even fine their customers if they dive the vehicle rashly and
resulting in an accident

MARKET TARGETING BY JAGUAR F TYPE COUPE


Its impossible to serve all the market segments by a single product. So, after
evaluating Market segments, the company should target a market segment.
Target market is a set of buyers sharing common needs or characteristics that
company decided to serve.
Most carmakers produce automobiles for a wide variety of customers and adjust
their marketing strategies accordingly. Rolls Royce, as was recently revealed in
the Los Angeles Times, only targets potential customers who have liquid assets
in excess of $30 million. That segment wouldn't be considered a mass market,
and so the way Rolls Royce sells a car is markedly different from other cars.
Rolls Royce, a long-standing symbol of position and nobility, Jaguar has been an
opulent favourite of the rich and famous ever since it was first manufactured via
hand-assembly in England in1904. Jaguar stands as a lavish status symbol
globally. Buy a Jaguar and enjoy the best in car luxury and refinement.
So to Say, Jaguar targets the extreme rich people who possess a royal, lavish and
famous status and would like to have a luxurious, swift, calm and speedy drive
and those who want a personalized car to feel the taste of uniqueness.

DIFFERENTIATION AND POSITIONING


A company differentiates and positions itself by creating and promoting
competitive advantages. Jaguar motor cars do so in differentiating and
positioning their product, The Jaguar F Type Coupe. Lets have a look what
competitive advantages they create:

Jaguar provides the Symbol of Royal, lavish and famous pride.


Totally handmade and hand finished
Jaguar F Type Coupe offers personalize car supply, as like as customers
wish.
The New Jaguar F Type Coupe offers a more luxurious swift drive
than others.

The cars cabin gives off a luxurious aura that comes from the finest
woods, wools and leathers
Assembled with the pride of English craftsmanship.
Quiet environment inside the car.
Its become able to create a psychological expression of Higher the price,
better the car. So it enjoys a competitive advantage of higher price than
all of its competitive models like,2010Ferrari California,2009 Lamborghini
Gallardo LP560-4, 2010 Mercedes-Benz S65 AMG,2011 Jaguar XJ / XJL
Super Sport,2010 BMW 7-series.
Best after sales service.

WHICH DIFFERENCES JAGUAR F TYPE COUPE PROMOTES


Its always not possible to promote all the difference to differentiate the product.
Some differences should be promoted indirectly. Here the Jaguar F Type Coupe
promotes the following differentiations for creating customer value.
Luxurious drive with simplicity.
Handmade and hand finished Personalized features.
Quiet environment inside the car.
Best after sales service.
Dynamic drive, Spirit of Ecstasy, and surge of power
Jaguar never promotes the very high price of its products though it charges high
price. Although the Jaguar is symbol of royal status, lavish status and famous and
rich person from the very first production, they never promote this for any
product.

POSITIONING STRATEGY BY JAGUAR F TYPE COUPE:


How the Jaguar F Type Coupe position itself in the world motor car market? Its
extremely true that the F Type Coupe offers a very differentiated competitive
advantages than the other competitor. And at the same time it also costs a
higher price. So from the customers point of view, the Jaguar is getting more
prices for more satisfaction. But there are also some people who think the Jaguar
charges more dollars by offering the same thing as the competitors offer. They
are getting this more bucks as the symbol of royal status, lavish status and
famous and rich persons.
PRICE
More
More
Bene
fits

The
Same

More
For
More
Same
for
more

The
Same
More
for
Same
The
same
for

Less
More
For
Less
The
Same
for Less
7

Same

Less

The
The
Less
Less for
for
More
Same

Less for
Much
Less

FIG: Value Proposition of Jaguar F Type Coupe

MARKETING
COUPE:

MANAGEMENT

ORIENTATION OF

TYPE

The Jaguar F Type Coupe follows the marketing Concept in marketing management
orientation. It never emphasize on the production or sales volume. In what it emphasizes, that
is what the customers want. Generally Jaguar factory makes less than 800 cars a year. It
depends on the customers demand. Jaguar delivers personalized cars to the customers
and provides customer satisfaction of luxurious, quiet, swift and speedy drive. Through this
customer satisfaction it makes its own profit

JAGUAR F TYPE COUPE-A SPECIALTY PRODUCT:


A specialty product is a type of consumer product with unique characteristics or brand
Identification for which significant group of buyers is willing to make a special purchase
effort. Jaguar F Type Coupe is just like this-a specialty product. It offers personalized car to
the customers. It also offers luxurious drive with simplicity, handmade and hand finished
personalized features, quiet environment inside the car, best after sales service, and dynamic
drive, Spirit of Ecstasy, and surge of power, Jaguar is symbol of royal status, lavish status and
famous and rich persons from the very first production. So buyers make special buying
efforts for having a Jaguar F Type Coupe.

BRANDING OF JAGUAR F TYPE COUPE


WHEN YOU BUY A JAGUAR, YOU JOIN IN LONG ILLUSTRIOUS OWNERS ALL OVER THE
WORLD GRANT WILLIAMS , SALES SUPPORT MANAGER . THE JAGUAR CREATES ITS
BRAND NAME BY ESTABLISHING THE ESSENCE OF ROYAL AND LAVISH STATUS FOR ALL
OF ITS BRANDS .

TYPE COUPE GETS THE SAME TREATMENT .

THE

BRAND NAME OF F TYPE

COUPE IS CREATED THROUGH THE SLOGANS OF SIMPLE LUXURIOUS DRIVING , DYNAMIC


DRIVE, SPIRIT OF ECSTASY , SURGE OF POWER MOREOVER THE SIMPLEST AND PUREST
FORM OF JAGUAR CARS.

BRANDING

LOYALTY AND CAPTURING CUSTOMERS .

IS ALSO ESSENTIAL FOR CREATING CUSTOMER

BUT, THE LA

TIMES REPORT SAYS THAT ROLLS

ROYCE DOESN 'T ENGAGE IN CO- BRANDING ENDEAVOURS .

Customers are invitedto exclusive dinners where contacts are made and deals struck. Buyers
receive surprises in the mail,like a personalized letter from the CEO or a coffee-table book
about the brand.

PRICING OF JAGUAR F TYPE COUPE


Pricing of Jaguar F Type Coupe is made under the concept of value based pricing. Although
personalized car supply, handmade and hand finished car costs more than the other cars
which are made by machines. But the pricing of F Type Coupe depend mainly on the its
brand value to the customers and its royal and lavish status. It only targets those customers
who can afford to buy such a car. The price tag makes the F Type Coupe more exclusive. But
it has a lower price than its previous model XJ, because it is the simplest version of XJ.
The pricing concept of Jaguar is Higher the price, better the car. Segmented or targeted
buyers of Jaguar believe this. So, Jaguar is not price sensitive. The target Customer may
not consider the price.

SALES PROMOTION OF JAGUAR F TYPE COUPE:


To get to these customers and to keep them Rolls Royce employs a series of unique
marketing approaches. The LA Times report says that Rolls Royce doesn't engage in cobranding endeavours. Dealers are chosen based on their common interests with customers.
Customers are invited to exclusive dinners where contacts are made and deals struck. Buyers
receive surprises in the mail, like a personalized letter from the CEO or a coffee-table book
about the brand anything to make the customers feel special, in the hopes that they will
replace their Rolls Royce with another at the right time. And many do: in the US, nearly a
third of business comes from repeat customers. That's a customer loyalty rate that doesn't
come easy, but it helps when your direct competition is a yacht or private jet. Jaguar
encourages customers to take advantage of the bespoke nature of its build process, allowing
buyers to select the woods, paints and leathers used to finish the car. A tour of the factory
confirms that much of the car is hand built, although I was disappointed to learn that no
longer are the radiator shells crafted in-house and signed by a single artisan, but rather come
from a supplier. This is another way of sales promotion to the customers