Promotion Strategy
Promotion Strategy
Promotional Strategy"Ferrari does not have to advertise because the
sports pages in the local newspapers do it for him.” – Henry Ford
Promotion through merchandising
Strong Brand Presence throughout the world
Co-branding exercise with various well known brands such as Puma, Acer, Mattel, Marcolin
Brand values – Exclusivity, Customizability, Luxury, F1 Experience
Official Ferrari MagazineStarted by Enzo Ferrari in 1930s
Started by recounting special memories of each season
Intimate glimpse into the stories that are not revealed to the regular media
Exclusivity- It is reserved for Ferrari clients in the first three years of ownership and for those awaiting delivery of their cars
Ferrari Owner’s Club, U.A.E.Founded in 2008 March by the owners
themselves
Projects the passion of its owners for their cars
80 members were enrolled in the first 8 months. This number is increasing rapidly.
Ferrari Store - OnlineExtremely simple and swift way to purchase
Ferrari products like shoes, jackets and other apparels
Stores are also famous for their exclusive Ferrari collectibles
Ferrari has collaborated with some of the big names like Puma, the Danish Lego Co., Acer, etc
Apart from shopping, customers can also test the Ferrari Virtual Race, read the Forum and Blog and lot more
Ferrari Store - PhysicalPhysical presence in Abu
Dhabi and Dubai – the key target markets
Stores created in crowded upscale malls to ensure maximum visibility
Merchandising to strengthen Brand Equity
Ferrari World Abu DhabiWorld’s first Ferrari theme
park
Located at Yas Island, Abu Dhabi (UAE’s Capital)
Its iconic sleek red roof, inspired by the classic double curve side profile of the Ferrari GT body, spans 200,000 SQM, carrying the largest Ferrari logo ever created
Ferrari played an active part in its development, owned by Abu Dhabi government
Ferrari World Abu Dhabi It hosts 20 plus Ferrari themed rides and
attractions
Target audience – Families, fans and enthusiasts
Key attractions: Galleria Ferrari, Formula Rossa, Viaggio in Italia, Junior Grand Prix, Racing Legends
Guests can purchase merchandise from several retail outlets throughout the park including the largest Ferrari store in the world
Italian dining experience
Lambhorgini