Principles of Marketing Report

PRINCIPLES OF
MARKETING REPORT

INTRODUCTION
 Marketing is the activity concerned with creation of awareness among people regarding
the products and services offered by entity at market place.
 The aim of this report is to facilitate brand extension of Rolls Royce by introducing
luxury watches within the market.
 Rolls Royce is a luxury automotive producer that is engaged in segments such as civil
aerospace, marine, energy, defence aerospace and automobile.
 The brand has its headquarter situated within England, United Kingdom. As per the
reports of 2018, this firm generated overall revenue of £15,729 million.

Existing brand and Brand Values
 Brand can be referred to as the name, designing, symbol, term or any other
distinct feature that creates a unique image of seller in the eyes of purchaser.
 This is what distinguishes a company and its offerings from other rivals
present at market place.
 In addition to this, brand extension can be referred to as a marketing strategy
which is adopted by a business entity in a bid to use its brand name for
marketing of a new product category in which the organisation was not
earlier dealing.

Kapferer’s Brand Identity Prism
 This is identified as a concept which was developed by Kapferer as
per which, a brand is recognised in accordance with its unique characteristics.
 This is acknowledged to be a hexagonal prism which consists of 6
characteristics defining a brand.
 The management of Rolls Royce is making use of this model to portray a
likely image of company after execution of brand extension by launching
luxury watches.
 The illustration of this model in context of the new watches being introduced
by the brand is presented as follows:-