02 Jaguar- JBIMS

7/28/2019 02 Jaguar- JBIMS

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Founded on 11th Sept. 1922 asSwallow Sidecar Company

Sir William Lyons and William

Walmsley

Changed to Jaguar Cars Ltd., in

1945

Merged with British Motor

corporation 1968

Acquired by Ford in 1989

Acquired by Tata Motors in 2008 Jaguar has numerous nos of

Successful model

Current car models are XJ, XF, XK



Automotive Previous owners

1948—1967 Rover Company

1967—1968 Leyland Motor Corporation

1968—1986 British Leyland Motor Corporation

1986—1988 Rover Group

1988—1994 British Aerospace

1994—2000 BMW

2000—2008 Ford Motor Company

Current models - FL2, Disc 4, RRS & RR

http://en.wikipedia.org/wiki/Rover_Company

http://en.wikipedia.org/wiki/Leyland_Motor_Corporation

http://en.wikipedia.org/wiki/British_Leyland_Motor_Corporation

http://en.wikipedia.org/wiki/Rover_Group

http://en.wikipedia.org/wiki/British_Aerospace

http://en.wikipedia.org/wiki/BMW

http://en.wikipedia.org/wiki/Ford_Motor_Company

http://en.wikipedia.org/wiki/Ford_Motor_Company

http://en.wikipedia.org/wiki/BMW

http://en.wikipedia.org/wiki/British_Aerospace

http://en.wikipedia.org/wiki/Rover_Group

http://en.wikipedia.org/wiki/British_Leyland_Motor_Corporation

http://en.wikipedia.org/wiki/Leyland_Motor_Corporation

http://en.wikipedia.org/wiki/Rover_Company



Mission Statement

“to create and build beautiful fast cars. Carsthat bring the enjoyment

and exhilaration of drivingto life”

Objective

To produce the most

innovative cars To develop the “Super car”

that runs on electricity

To continue to epitomizethe “Luxury” segment



Size of luxury car marketexpected to grow by over 50% to24,000 unit against 16,000LY(above units comprising of BMW, Audi &Mercedes otherpremium luxury cars

“During last five years, theluxury segment here grew from0.16% of total car market to0.60% in 2010. And now it has

grown to 0.70% in till Februarythis year”

Number of HNI’s in India to swellalmost 3 times over the next 7years (liquidity in 4.5 cr in above)



JAGUAR

MERCEDES

BENZ BMW AUDI

XF / XFR E Class 5 Series / M 5 A 6 / A7

XKR Coupe &Convertible E Class Cabriolet 6 Series / Z4 R8 / RS5

XJ S Class 7 Series A 8

LAND ROVER MERCEDES

BENZ BMW AUDI

Freelander 2 M Class X 1 Q5

Discovery 4 GL Class X 3 Q7

Range Rover Sport R Class X 5 Q7

Competition for JLR



Segmentation

Niche Segment:

Elite class customer segment

HNI customers

Target

Entrepreneurs and stars

Status Symbol

Positioning

New luxury car



Product XK (Sportscar)

XJ (Luxury executive Saloon)

XF (Luxury Coupe saloon)

FL2,Disc 4, RRS & RR

Place Mumbai

Delhi

Ahmedabad

Hyderabad

Price Price range ranges from Rs. 35

Lakh to 1.5 Crore

Promotion ATL 20% and BTL 80%



Political Governments regulations

Industry highly unionized

Economical Economic development

Higher Standard of living

Low Cost of Production

Socio Cultural

Move towards EnvironmentalFriendly Cars - Highly innovative

Technology Technology diversification,

Increase in mass production



Potential entrants: GermanManufacturers

Threat of Substitutes

Competitive luxury cars

Power of Buyers & Suppliers:

Buyers demanding excellence,quality & service

Competitive Rivalry: Mercedes, BMW, Porche, Lexus,

Audi

Different cars appeal to differentpeople



Strengths: Quality

Culture

Identity

Luxury Innovative technology

Weaknesses:

Narrow range of vehicles Dealership network

Unable to radically alter

design

No economies of scale



Opportunities:

Economic growth in India

New market opening up

New technology readily

available

Threats:

Competition from other

luxury brands Potential economic

slowdown due to

recessionary trends in the US



To increase penetration

Reduce dependency on foreign

markets and enter new ones

Focus on dealer network

360 deg promotion

Increase range of cars

produced

Diversification and to spend

more on R & D



National communications Press, Television, OOH

Digital communications: Targeted websites to increase brand awareness and increase traffic on Jaguar’s website

Experiential Track events Luxury drives

PR & Social media Engage press and bloggers with new stories

Brand Partnerships and Cross Promotion Work with companies with similar interests to leverage new business e.g. Barclays Wealth (investment

bank)

CRM Having robust data to target the correct people

Dealer Marketing

In a very competitive and saturated market, using all available marketing

channels to communicate messages is vital (marketing mix), these include:



Results:

2009 – 2010 – 229 units

2010 – 2011 – 891 units

2011 – 2012 – 568 units (till date)

Increased awareness of Jaguar &

Land Rover in India

Increased visibility of Jaguar &

Land Rover in India





Increased Target

Audience

Increased presence in

Metros Increased Semi-Urban

presence

Increased quality &

dealer networks Increased range of

models



Brochure’s Interactive unit

Business card dropIn-Flight TV

Screensavers

Mega 96$

Digital Screens

First class & Business Lounge Domination



2011 – 2012

1200 units

2012 – 2013

1800 units

2013 – 2014

2700 units



Launch Events

Press Conference

Customer Events

Outdoor Events

Full Page Ads

“HELLO DELHI,HYDERABAD & AHMEDABAD”

LOI – Letter of Intent given to Dealers forconducting business for JLR Brands



Jaguar XF (new shape)

Jaguar XFR (new shape)

Jaguar XKR Coupe & Convertible (new shape)

Jaguar XJ (new added features)

Range Rover Evoque



Business Awards – UKTI / Filmfare Awards

Football World Cup Finals

Screening Event

Fashion Shows by Leading Fashion Designers

Boating Event – Regatta

Infilm Placements - ZNMD



1% Marketing Support from Tata Motors Ltd fromthe total cost of vehicles procured from us

Any thing additional will be borne by the dealers

Outdoor Mall Displays

Associate Events

Promotional Offers



Dealer Network Expansion at

Ludhiana Bangalore

Chennai

Cochin

Pune



Range Rover Evoque launch in India

MY12 Jaguar XF Diesel Launch

Auto Expo 2012 – Delhi

Jaguar Boating Regatta



Sustenance Campaigns

Outdoor/Mall Displays

Associate Events

Lifestyle / Fashion Magazines

Infilm Placements

Stand alone Product Launch



Thank you

02 Jaguar- JBIMS

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