MARKETING

Marketing

Marketing

Task 1 (a)

Product

Range Rover Evoque can satisfy the needs of the choosiest customers, because it uses the latest technology and machinery in order to make the most adequete Land Rover vehicle ever for the consumers. The unique and fashionable design of the car is one of its biggest advantages, as it makes the product extremely attractive to prospective consumers. For instance, the interior of the car is superbly smart and effortlessly elegant (Iliafar, A., 2012). The vehicle is being designed to be eco friendly and consume less CO2 emission.

Customers can chose one of the 11 exterior colours available: 10 metallic colours and 1 solid. Buyers may choose between a range of contrast coloured roof options and a panoramic sunroof to further personalise their Range Rover Evoque (Jaguar Land Rover, J., 2011).

Price

The pricing strategies that Evoque focuses is the lowering of the list price, proving discounts to customers, extending the payment periods for the customers and proving better credit terms for the customers. Land Rover has stated on their website that "customers can choose one of three design themes: Pure, Prestige, Dynamic". Pure is the cheapest version of the car which costs £29,195, 30,995 and £32,695 (Iliafar, A., 2012). Range Rover Evoque is quite more expensive and customers must spend at least £3,800 more to buy it, as it is sold for £36,495, £38,295 and £39,995. Land rover has customized at basic levels where the customer can buy the car at an economical price to satisfy their want for a luxury car as Evoque (Sharpe, L.S., 2012).

Place

Customers are given many facilities like buying the car directly from the website of Land Rover. They will have a chance to choose a car's design theme and specification of engine. Customers may also order the car by calling the company's call centre (Sharpe, L.S., 2012). As stated in the company's annual report "Land Rover products in 174 markets, through a global network of 18 national sales companies (''NSCs''), 83 importers, 61 export partners and 2,241 franchise sales dealers" (Jaguar Land Rover PLC, 2012). As Land Rover has distribution headquarters in a number of cities worldwide, customers will have their product available in their nearest/local sales centre (can be easily found on the website of Land Rover) within 2 days from the date of internet/phone order. Those who prefer face to face transactions can come to one of Land Rover branches or local dealers and talk to one of customer advisors (Land Rover, 2012).

Promotion

The new advertising slogan of Jaguar Land Rover is expressed as "The car that inspires the world". Range Rover Evoque will establish a strategy of promotion through TV music competitions (X-Factor or Pop Idol). Since the company will support the music competition, music will be a key element of building a positive image of the company (Sharpe, L.S., 2012). The car will be a reward for a winner of the show. The winner will be asked to use the car in photoshoots and talk about its award during at least five ...