Aston Martin Marketing Mix: Aston Martin Lagonda Limited is often referred to in the form of Aston Martin for convenience. The company is a private limited business of British origin. The famous company is associated with the automotive industry since it manufactures high-end automobiles.
It was established in 1913 by the founding co-founders Robert Bamford and Lionel Martin. Aston Martin is the parent company of its subsidiaries, Lagonda, which is owned by the company 100%, and Aston Martin Racing, which owns 50% shares.
Marketing Mix Of Aston Martin
Marketing Mix Of Aston Martin is brand-based. In Marketing Mix Of Aston Martin, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Aston Martin Marketing Mix. Below is the detailed Marketing Mix Of Aston Martin.
Let’s talk about Aston Martin Marketing Mix.
Aston Martin Main Competitors
- Automobili Lamborghini
- Bentley Motors
- BMW Group
- Rolls Royce Motor Cars
Aston Martin’s official website: www.astonmartin.com
Product in the Aston Martin Marketing Mix:
Aston Martin is a name to be reckoned with in the automobile industry, as it specializes in producing grand tourers and luxurious sports cars. The company has provided its brand to various projects that deal with real estate and apparel, as well as monster trucks and bicycles, submarines, and speedboats.
Aston Martin enables customers to purchase exceptional products within the auto industry. Aston Martin manufactures custom automobiles for people who appreciate the power behind the wheel. Aston Martin is all about history and luxury. Its current models include
- Aston Martin Vulcan is a two-seater and two-door track-friendly lightweight, high-performance car that debuted in 2015 at Geneva Motor Show. It’s a limited-edition model made of just twenty-four cars costing 2.3 million US dollars.
- Aston Martin V8 & V12 Vantage These automobiles are made by hand and are among the most agile and lightweight cars within Aston Martin’s range.
- Aston Martin Vanquish & Vanquish Volante It’s a luxurious tourer introduced in 2001 and revealed at Geneva Motor Show.
- Aston Martin Rapide S -It was introduced in 2006. It was a prototype vehicle, but in 2010, the company introduced it as a 4-seater sports salon and a four-door high-performance.
- Aston Martin DB11 – This model was unveiled during the Geneva Motor Show in 2016. At the close of 2016, the company had constructed more than 11,000 19 DB11 vehicles.
Its new models are
- Aston Martin Valkyrie
- 2019 Aston Martin V8 Vantage
Place in the Aston Martin Marketing Mix:
Aston Martin has an international presence that has expanded to six continents, which includes fifty countries, including Turkey, Qatar, China, Austria, France, Denmark, Riyadh, Jordan, Germany, Greece, Monaco, Italy, Russia, Sweden, Canada, Peru, United States, South Africa, United Kingdom, and Kuwait. The company has also opened its showroom in Abu Dhabi at Etihad Towers. This is a step to cement its position in the UAE. It is home to its headquarters and main manufacturing facility at Warwickshire in England.
Aston Martin has a strong and impressive distribution network, including dealership programs and showrooms. The company is operated through forty-six dealerships in the Americas, Aston Martin. The galleries are all located in areas that speak of elegance and luxury.
The company focuses on keeping its main and unique image and thus conducts an exhaustive search before settling on the location. The store is characterized by a classic atmosphere that reflects elegance and wealth. It provides personalized service for prospective customers.
Price in the Marketing Mix Of Aston Martin:
In the final quarter of the fiscal year of 2016, Aston Martin posted its operating income and revenues at 593.5 million euros and 16 million euros, respectively. The current estimates for its revenues are estimated at 975 million US dollars and are regarded to be the fourth most profitable among its competitors.
The brand merits consideration since it functions as an image of status for affluent living. Most of their items are high maintenance, and it’s impossible that everyone can take great care of their vehicle. This is why the company is geared towards the wealthy and affluent, who aren’t required to be concerned before buying a vehicle and the maintenance of its high-maintenance. The cars are designed by prominent individuals who would love to be associated with an established brand.
Aston Martin has adopted a high-end price for its luxurious cars. It has succeeded in sustaining the price policy due to its wealthy clientele who are proud to own the Aston Martin. It is in fierce competition with some exclusive brands. However, the company has remained true to its high-end pricing policy due to being confident of its image as a brand and its loyal customers.
Promotions in the Aston Martin Marketing Mix:
Aston Martin enjoys worldwide recognition and brand recognition. It is a powerful brand that has developed a specific market for it. It believes in direct interactions to create a solid relationship between its brand and its client. The company has adopted a marketing strategy allowing it to market its products through billboards and magazines.
The company recognizes the positive influence of the social media platform to create a direct connection between customers. Therefore, it is highly active on its Instagram account and its official website. As of May 2018, Aston Martin had a fan following of 6.9 million and 1.1 million on its Facebook and Twitter accounts, respectively. In a first-of-its-kind move, the company has targeted women as potential customers in addition to males.
Aston Martin has been part of the racing circuit for a while and has received praise and recognition for its colossal achievement. In 1959 Aston Martin’s DBR1 Team won the famous Le Mans 24hr and Nurburgring 1000km races. Aston Martin Rapide S finished second in the 24 Hours Nurburgring race in 2010 and was the first race of its kind using hydrogen fuel.
The company has the distinction of holding a Royal Warrant since 1982 to supply automobiles for The Prince of Wales. Aston Martin has entered into a partnership agreement with Red Bull and will act as the primary sponsor starting in 2018, with a brand new name Aston Martin Red Bull Racing.
It is often closely associated with James Bond movies, as the cars have been featured in various films. Aston Martin has been the winner of many distinctions and awards. Aston Martin DB11 won the Most Beautiful Car of 2017 at the Golden Steering Wheel Award.
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