LAND ROVER NORTH AMERICA

Submitted by
Group 8
Anoop Dev Singh Slathia
Bikas Pradhan
Prabhu Raj Menon
Saurabh Yadav
CASE BACKGROUND

The Rover group conceived its frst four wheel drive vehicle
!"D# !$!% in &'!()

*and rover +uickl, beca-e a well established brand in rural#

industrial# civil and -ilitar, scenes in .nited kingdo-)

The Rover group introduced Range Rover &'(/% to respond

to changing -arket needs of -ore st,lish !"D vehicle b,
addition of lu0ur, to Ruggedness)

B, the &'1/s# rover established a strong following of

intensel, lo,al owners) Their owners shared a consu-er
lifest,le centered the brand)

&''/2s the .S S.3 -arket was considered hot# with stead,

sales growth and continuous increase in de-and)

&'14# the frst .S subsidiar, Range Rover 5orth 6-erica was

opened under the leadership of 7harles 8ughes)

.S consu-ers were not well aware of the land rover brand

as it was in .9)
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T8: R65;: R<3:R

Resembled Land Rover in attributes like performance,

toughness and versalitility

But delivered benefts of luxury and comfort as well

Price was well above competition and targeted the niche

market

Removal of the Land Rover badge

3
THE LAND ROVER BRAND CULTURE

Intensely loyal customers

Social functions, tournaments, Rover branded

books and clothing

Owners became missionaries for the brand

4
MARKET SEGMENTS

4X4 leisure sector had two segments:

Young, afuent, childless adults

Images and accomplishments

Unique and diferent vehicles

Conservative and Family buyer

Functional and Safety

Land Rover Discovery targeted both the

segments by introducing a 3-door and a 5-door
Discovery
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RANGE ROVER OF NORTH AMERICA

Only one model was introduced : Range Rover

Positioned as 4x4 with luxury

Bold advertisements with the price tag.

Public Relations: 16 of US top automotive, life

style and business editors were treated to 4 day
trip to UK

Corporate Sponsorships: Tread Lightly!, Camel

Trophy Adventure Rally sponsorship

Early Results were extremely positive, sales

topped 2500, 10% more than the target sales
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GROWTH YEARS

A new branding strategy

Changing the name: Land Rover North America

A new product strategy

Introduction of Land Rover Defender (1992), Land

Rover Discovery (1994) and Range Rover 4.0 SE (1995)

Discovery could target the segment for which safety and

comfort are of paramount importance. Discoverys dual
positioning was: the defnitive family 4x4 and a logical
revolution of legendary Land Rover

Range Rover 4.0 SE was targeted to be an of-road like

Land Rover with on-road driving characteristics

A new retail strategy

Land Rover center which cost around half a million

USD and 2 to 3 million USD if built new.
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LAND ROVER DISCOVERY

Brand Identity

Land Rover Logo

Individualism, Authenticity, Freedom, Adventure,

Guts, and Supremacy

Safety with adventure

Of Road

Brand Image

Of Road

Dependable

Excellent Workmanship

Rugged

Not Reasonably Priced

Luxurious
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Brand Repositioning

Land Rover was not seen as a family SUV and it was

perceived as an expensive buy as well as a little low
on safety, therefore Discovery was introduced with
full safety systems and was priced reasonably so that
sales could go up.

At the same time the of road, rugged, excellent

workmanship were very high in consumer perception,
therefore Land Rover positioned Discovery as 4x4
rugged, of road SUV for adventure enthusiasts as
well.
LAND ROVER DISCOVERY
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THE RANGE ROVER 4.0 SE

Totally Redesigned with US consumer in mind

Of Road with luxury

Priced higher than competitors

Overall Opinion was good but Buying

consideration was a bit on the lower side

According to exhibit 15, consumer perception

about Range Rover and Land Rover is more or
less same. A lot is needed on the company side to
diferentiate these two brands.
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THE RANGE ROVER 4.0 SE

Brand Identity

Individualism, Authenticity, Freedom, Adventure,

Guts, and Supremacy

Safety with adventure

Of Road

Brand Image

Of Road

Dependable

Excellent Workmanship

Rugged

Highly Priced

Luxurious

Imitates Regality 11
THE RANGE ROVER 4.0 SE

Brand Repositioning

Range Rover, with the given price and such royal

history should target niche market.

Target market has to be adventure lovers and who

are willing to pay for the brand
12
B.Y=5; B:863=<R

Research suggested that consumer of 1990s were no

longer driven by status concerns. They wanted both real
and adventurous experiences

Quality , safety , performance and convenience these

four characteristic were fgured prominently in SUV
purchase intensions
13
MARKETING MIX

US consumers are not very familiar with the

brand Rover and Ad Recall is also the least as
compared to other brands. Therefore 65%-70% of
the budget should be allocated for ads.

More focus should be kept on Discovery because

its a new brand in the US market and aligning
the consumer perception would take enormous
resources
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THE RETAIL STRATEGY

Hughes concept of Land Rover center is very

expensive, instead of that company should build a
robust dealership networks and give them
incentives for better performance. Dealers can
also be a helping hand in Marketing activities of
the company.
15
PERCEPTUAL ANALYSIS

Paul conducted a factor anal,sis to reduce the >& attributes to the

-ajor criteria which consu-er used to di?erentiate S.3 brands)

@ualit,

Safet,

Perfor-ance

<? road 7apabilit,

6esthetics

7onvenience

:cono-ics

Status

Aro- :0 &! it is clear that land rover discover, is well above the
all S.3 -akers leaving :cono-ics B 6esthetics)

:0 &C shows "ithin co-pan, product line land rover discover,

was out perfor-ing range over and jeep grand 7herokee is ahead
of the other -odel like 7herokee and wrangler)
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THANK YOU
AND
QUESTIONS?
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