Jaguar Marketing Strategy – Marketing Strategy of Jaguar: Jaguar, is a luxury car brand. It is part of the British car manufacturer Jaguar Land Rover, which was purchased by an Indian company Tata Motors Ltd in 2008 from Ford Motor Co. It currently serves two types of customers, retail customers. B2C (Business-to-customer) and fleet & company (Business to business).B2B ( business to business). Jaguar makes ultra-premium vehicles that are regarded as elegant, gorgeous, and amazing pieces of engineering. They cost a lot and the biggest rival for Jaguar includes Ferrari, Aston Martin, and other similar brands. Jaguar was purchased in the hands of Tata motors and has been very successful since the purchase. Jaguar and Land Rover have the same in terms of sales as well as distribution channels.
Jaguar At A Glance – Marketing Strategy of Jaguar
Company : Jaguar Land Rover
CEO: Thierry Bolloré
Founder: William Lyons | William Walmsley
Year founded: 4 September 1922, Blackpool, United Kingdom
Headquarters: Coventry, United Kingdom
Annual Revenue: POUND£19.73 billion
Profit | Net income: POUND-£0.469 billion Loss
Number of employees : 39,787
Products & Services: Automobiles | Commercial Vehicles | Financial Services | Automobile Repair
Jaguar Fun Facts: Jaguar’s iconic emblem and former hood ornament is known as The Leaper. The face-on chrome embossed emblem is known as The Grinner.
Marketing Strategy of Jaguar
Jaguar’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Jaguar? Let us discuss.
Segmentation, Targeting, Positioning – Jaguar Marketing Strategy
Jaguar segments its luxury cars on Behavioural & Psychographics factors. It targets customers with higher incomes such as professionals and executives, businessmen.
To attract targeted customers or potential customers, it uses targeting strategies and promotional techniques accordingly.
For a premium car manufacturer, a strong brand is a key to success.
This car is designed for young drivers who enjoy driving. It emphasizes the experience and thrill of driving. To highlight the passion for performance and design, it uses Value-based positioning strategies.
Jaguar Mission Statement
Jaguar Vision Statement
“The art of performance”
Competitive Advantage – Marketing Strategy of Jaguar
Strategically positioned Manufacturing facilities: Having manufacturing and assembly facilities in Asia and the UK, and servicing 153 markets via it is helping the company grow in the developing country, particularly the Asian market. It must manufacture and assemble facilities in China and India, as well as the UK.
A strong and stable parent company: In 2008 Tata Motors bought Jaguar and Land Rover from Ford Motor Co. Since then, the sales of Jaguar have increased each year. Tata being a financially stable company is a positive factor in Jaguar’s growth.
BCG Matrix – Jaguar Marketing Strategy
BCG All Jaguar models, such as the Jaguar X series and Jaguar pace cars, are Stars. However, the special vehicle operation & concept car business is new, so there are question marks in the BCG matrix.
Distribution Strategy – Marketing Strategy of Jaguar
Jaguars are only sold by authorized dealers that make them available to end customers. Jaguar’s own logistics network supports the movement of vehicles from manufacturing sites to showrooms/ sales sites. It boasts a network of more than 2700+ dealers, of which 1000+ are jointly branded by Jaguar & Land Rover.
Brand equity – Jaguar Marketing Strategy
Jaguar is a well-known brand in the automotive industry. It has won many awards, most recently the Jaguar XE sports saloon that was awarded Best Executive Car in the Car of the Year Awards 2016. Jaguar’s iconic brand is focused more on its heritage, performance, and creating lasting experiences for customers.
Competitive Analysis – Jaguar Marketing Strategy
The luxury car market is very competitive. Companies like Audi and Mercedes are competing with Jaguar to capture their market share. Jaguar’s technological advances, sleek design, and customer-oriented approach enabled it to break all sales records in developing/ Asian countries, especially China, in 2015.
Market Analysis – Marketing Strategy of Jaguar
The demand for luxury cars is being affected by rising labor costs, government policies & regulations, changing climatic conditions, and growing lifestyles. Jaguar is able to produce more advanced models due to the increasing demand for luxury cars in Asia and other developing countries.
Customer Analysis – Jaguar Marketing Strategy
Jaguar customers are upper-middle-class or higher-income individuals who desire to change their lives and improve their social standing. These customers are at the beginning of their careers and are between 30 and 50 years old. Jaguar also targets other customers, which include business houses that need fleet services and business internationally.
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