Range Rover Electric Car

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.