Range Rover Electric Car

This presentation provides an overview of the Range Rover Electric Car, including its features, market segmentation, targeting, positioning, and market analysis. It discusses how the company is gaining a competitive advantage by introducing electric cars in the market. The presentation also highlights the sustainability aspect and the preference of customers for pollution-free cars. It includes information on the market size, competitors, and the growth rate of the electric car market. The marketing mix of Range Rover Electric Car is also discussed, including product, place, price, promotion, people, physical evidence, and process.

RANGE ROVER ELECTRIC CAR

Product description
Range rover electric
• In order to get competitive advantage over others now Range
Rover is introducing electric cars. The rationale behind introducing
electric car in the market is that now people prefer to use advanced
cars which ensures sustainability aspect. In the recent times,
automation is increasing with the very high pace. In this regard, by
introducing electric cars in the market company can gain
competitive advantage over others.
• In addition to this, now customers prefer to purchase car which in
turn pollution free. This is one of the main aspects which in turn
influence customer’s decision making pertaining to electric car.

Product
 Land Rover company provides a different range of car options to its customers with excellent safety and
comfort features. Also, the company has a brand name attached to it and it further attracts the consumers
towards purchasing its products and services. Now, with the motive to gain competitive advantage over
others company is introducing electric car in the market.

Levels of productLevels of product
Cheaper to run
Extra free
source of energy
Are exempt from
road tax and
from London
Congestion
Charge
No tailpipe
emissions
Core productCore product

Segmentation
Segmentation: Land Rover has segregated its consumers on the basis of following aspects:
Demographic: It involves segmenting consumers by personal characteristics such as age, gender, income level,
ethnicity, occupation and education level. The Land Rover company mainly segregated consumers on the basis of
their age and income level.
Age: Accordingly, for electric car, business unit will target family and business people between ages of 30-45.
Income level- In this category, people with annually earnings over £ 35.000 will be targeted for new car, Moreover,
car price will be around 55.000£ which can only be afforded by people having higher income.
Occupation- On the basis of this, career and family people will be recognized as target market.
Geographic: The geographic factor is concerned with division of consumers on the basis of their country,
state, city and region. The company sells its products in the entire North America, Europe and Asia therefore it is
imperative for them to segment the consumers on the basis of geographical location. Company will mainly target
people reside in UK and Asia. Hence, people who fight against the pollution will be the main target market of land
Rover.

Targeting

Income level: Land Rover is a luxury car
manufacturing company therefore the company targets
customers with high income group and identifies there
needs, wants and requirements and then develop
products/ services accordingly.
Occupation: The company aims towards business
class people rather than employees and therefore it
provides various features and facilities that would
provide benefit to them.
Family: Land Rover company focuses on families
rather than individuals because the company believes in
manufacturing practical cars that provides seating
facility to at least 4 to 6 people and also provides safety
features like child lock, Air bags and other safety and
security sensors.

Positioning
High price
Low price
Low
quality Hi
gh
qu
ali
ty
Competitors of Land Rover
includes Toyota, Rolls Royce,
Audi and BMW etc. In against
to the competitors, business
unit can position its new car on
the basis of sustainability
aspect. As, it will be eco-
friendly which in turn helps in
developing distinct image in the
mind of customers. It will
position its new car on the basis
of sustainability aspects.
Moreover, electric cars are eco-
friendly and contributes in the
sustainability aspect to a great
extent.
Source: Vox Media, 2019

Range rover electric better than
Jaguar
Engine Type LR-TDV6 3.0L Diesel
Ingenium 2.0 L 4
Cylinder
Turbocharged Diesel
Displacement (CC) 2993 CC 1999 CC
No Of Cylinder 6 4
Power 244 bhp@4000 rpm 177 bhp@4000 rpm
Torque 600 Nm@2000 rpm 430 Nm@1750-2500
rpm

How big is the market?
Source: EV volumes, 2018
Competitors
Source: Inside EVs, 2018

How fast will the market grow?How fast will the market grow?
A distribution channel is a chain of intermediaries
through which a product passes before it reaches
the final consumer. It includes wholesalers,
retailers and even the internet.
In order to increase its sales and to improve its
distribution channel, the Land Rover company
adopted the approach of selling cars online
through the medium of their website because many
people search for cars and related products online
therefore the company adopted the marketing
strategy for selling cars online and also advertised
its products digitally which helped in increasing
their customer base.
Source: IEA International Energy Agency, 2018

Opportunities and Issues

Pricing
Source: Vox Media, 2019
as per penetration strategy, price of new electric car will
be 55.000£ . With the help of the government for buying
the first electric car or giving the petrol/diesel cars for a
30% discount voucher that will be used just for buying
our new car. Discounted price for people that work to
build them and them families. 30% discount if another
brand car will be trade in exchange of our new product.

Marketing communications: The marketing
communication refers to communicating the
qualities, attributes and features of the product
or services to its consumers effectively and
efficiently. It is very important communicate the
goals and objectives of the company and its
products otherwise no matter how good the
product is, it will not be able to survive in the
market. Promotion is a type of marketing
communication used to inform the target
consumers about the benefits of the product and
service. Various promotional techniques used
by companies are:

 Marketing action planMarketing action plan:
 Sales PromotionSales Promotion - Mall display and information – car display in 100
shopping malls through the country during the Easter holiday season,
when mall traffic is highest. Sales associates will explain the features and
benefits of the vehicle.
 AdvertisingAdvertising: Ford will go for advertising through television, web and
social platforms. A promotional video of 2.30 minutes will be prepared to
promote the new electric car in these chosen platforms. Numerous posts
will be made on Facebook and Twitter promoting the exclusive features of
Ford Ecoty.

Advertising

Place
Distribution objectives:
To set a new benchmark in the automotive branch
To promote an exceptional design concept
Channel decision
Indirect structure Producer Retailer
s
Consum
er
Selective market
coverage
 To increase our market share of the electric car market

Criteria for selecting our channel members:
Experience
Reputation
Ford Motor Company has a big number of established dealerships equipped to sell our electric car . We will use these distribution
channels to achieve our target sales.
Possible channel conflicts
Because is a new product we have chose the Manufacture – Retailers – Customers channel to eliminate any conflict.

Marketing Mix
Marketing mix: Marketing mix is combination of different techniques that are used to promote and sell the product
effectively and efficiently. The marketing mix of Range Rover electric is as follows
Product: The products provided by Land Rover company adds value to the customer lives. With the introduction of
Range Rover electric, the company has used its innovative skills so that it can provide a great quality product to its
customers. The Electric cars will give cost benefits to its consumers as it will help them in achieving cost advantages
and also provides additional smart features like gesture control, cooling seats and autopilot features. The car
produced by company is having all new and unique feature that are not been provided by other competitors in
automotive industry. The innovation of the cars has been made using the cost effective technologies after making
researches.
Place: Land Rover has a global presence which can be seen from its strong place and distribution strategy. The
company has built up an international network and is located at more than 2000 locations. Also, the Land Rover is
now a subsidy of Tata Motors therefore the company's global presence has improved significantly especially in the
Asian market. The company has spread its operations online in order to promote and sell their product as it will not
help them in achieving cost advantages but also increase their market share. Company will be opening its
manufacturing units across the nations and worldwide. The cars should be manufactured across location that will be
cost effective for company. Thus, the place factor has played a crucial role in marketing of products.

CONTD…
Price:
The Range Rover electric is priced on the higher end because the company has used their innovative skills to build
an electric care thus a lot of funds have been used in research and development therefore the product is priced on the
higher end but the benefits provided by the Automotive company in the long run will prove it to be worthwhile for
its consumers.
Therefore, the product will be accepted in the market at per acceptable levels. As per the penetration and
competitive pricing strategy, price of new electric car will be 65.000£ .
With the help of the government for buying the first electric car or giving the petrol/diesel cars for a 30% discount
voucher that will be used just for buying our new car.
Discounted price for people that work to build them and them families. 30% discount if another brand car will be
trade in exchange of our new product.

CONTD…
 Promotion: Although, the Land Rover company does not need any promotion but with the increasing competition,
the company has indulged in promotional activities like advertisements and personal selling in order to increase
the sale of its products and services. Advertising will be made online-media/ newspapers ,car books post and
inviting people for a free test drive and consulting. Guarantee available for 9 years and free service on the cars.
 People: People refer to the staff and the employees in the company. Providing excellent services leads to creation
of positive image of the company. It is essential for the company to ensure that all the people within the
organisation are satisfied with the operation of the organisations. People should be satisfied with the car electric
which the company is providing to the people. Car is made keeping in view the essential requirement of the
people satisfying their needs .
 Physical evidence : Showroom of the Range rover electric car should be located at such locations that is in reach
of the people and at the cities that are developed. It is essential for company to ensure showroom of the company
should contain information about the cars and also the consultants should be there for making them understand the
organisations.
 Process : Process used by company for manufacturing the cars is simplified. The manufacturing process of the
organisation is has been done using the cost effective technologies that has made the process of manufacturing
the cars cost efficient. Processes used in manufacture are all new and has been made after taking care of all the
costs that are associated with manufacturing of the cars.

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