Principles of Marketing

This report discusses the principles of marketing and how it is used to improve market productivity and competitiveness. It compares and contrasts the marketing mix of Rolls Royce and Bentley Motors, two luxury car brands operating in the automobile sector.

Principles of Marketing

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Compare and contrast marketing mix.....................................................................................................3
CONCLUSION...............................................................................................................................................7
REFERENCES................................................................................................................................................8

INTRODUCTION
Marketing is regarded as an important practice being used by corporation, by providing
explanations and recruiting customers, to improve market productivity and competitiveness. This
includes various strategies in order to attract individuals to buy goods and services, and
emphasizes them. There are various advertising techniques and concepts in the consumer space
that are used by leading brands to successfully grow their business and sustain income
(Groening, Sarkis and Zhu, 2018). The aim of the report presenting the effectiveness of the
marketing mix which use by the company promoting their products. With the help of marketing
mix presents information in front of customer to attract them. In this report select two brands,
Rolls Royce and its competitor Bentley motors. Both companies are operating in automobile
sector and provide luxury cars in the market.
MAIN BODY
Compare and contrast marketing mix
Target Market: Business organization's main focus is on target market where directed
human expectations are taken into account and products are produced appropriately. The target
audience is a group of individuals and consumers who identify their needs and communicate
with the company. Target audience is targeted by ads, social media, major newspapers and others
that help sustain the competitiveness and sustainability of the company. There are mentioned the
target market of Rolls Royce and Bentley Motors.
Rolls Royce Bentley Motors
Age 30-50 18-65
Gender Men Men and women
Income level 30 Million 150 thousand dollars
Social Class Upper high class High class
Level Of education Self employed, Entrepreneurs Businessmen
Life style High standard Standard

Rolls Royce is a British Luxury automobile maker which is subsidiary of German group
of BMW. The Rolls Royce deal in exclusive branded motor cars and funded in 1998. Rolls-
Royce cars are extremely expensive and have no 'general profit' style for people. It is an unique,
elite-only brand that appeals to a high-net - worth intended audience that falls into one of 2
categories: Old Money or New Money (Kumar, 2017).
On the other side, Bentley Motors is British manufacturer and subsidiary of Volkswagen group.
Bentley provides luxury sports cards and SUVs. Bentley Motors' main activities are the design,
material science, producing and distribution of luxury engines. In 1919 Bentley Motors was
founded by W. Bentley, O. This business was launched near London, in Cricklewood. This
business had been obtained by Rolls-Royce Motors in 1931, and had been bought by
Volkswagen AG in 1998.
Product: Product is characterized as a service provided to consumers by organization or
corporate world to accommodate their requirements and generate money. Management decides
the features and higher of the good or service by analyzing all costs which contribute to making
earnings. Rolls Royce is an England-based luxury car brand with a worldwide standing. Rolls
Royce is a high-end luxury car manufacturer that specializes in supplying elite customers with
vehicles. In its market segment up in its marketing mix Rolls Royce has different types of
products such as Phantom, Dawn, Ghost, Wraith etc. Rolls Royce cars have such a
particular long front bonnet individuality, silvery facade finishes and personalized interior
decoration. Rolls Royce also provides for many of its versions cabriolet or convertible variants.
In the automobiles category, the goods and cars essentially describe the basic requirements for
quality (Leary, Minton and Mittelstaedt, 2016).
Bentley has been one of the world's greatest higher price performance cars. In addition to
luxury vehicles, Bentley's advertising range has also been very diverse in its product range.
Bentley's numerous designs are: Mulsanne (Mulsanne expanded wheelbase, Mulsanne pace,
Mulsanne), Flying Spur, Continent, Continental GT pace. Bentley race cars in high demand,
Continental Bentley cabriolet and changes happen including such sedan, Coupe cabriolet, and
transatlantic GT speed.

Price: Pricing factor considering the purchase of the products and services. Price is
measured by the amount of transaction clients have to consider making when importing products.
Pricing strategy is a tool that businesses use to award their goods. The various pricing techniques
are expense-plus pricing, pricing policies, value-based pricing, price cutting and brand
recognition (Xu and et.al, 2016)
Rolls Royce Bentley
Rolls Royce is its own brand of unprecedented
value for the company. For some of its luxury
cars, it has targeted the wealthy and high-class
men.
Bentley cars are lavish extremely high-end cars
directed at the super wealthy part of
population.
Because all of its goods correspond to the
increased-luxury segment, the company has
introduced high-premium pricing structure for
its cars
The explanation for the high value is that they
really are handmade that involves exceptional
handwork and quite strong materials selection.
Rolls-Royce brand name is a privilege to be
identified with and the employer owns
benefits of these benefits by retaining its high
selling price (Tanuwijaya and Melinda, 2017).
These workers are also well paid because of
their skilful jobs. Also contributing to their
steep cost is the reality that this is a region
specific car not generated in massive numbers.
Conclusion from the pricing strategy of Rolls
Royce manufacture of exclusive cars which is
buying by the high class people. These cars are
not afforded by the medium range of people.
Rolls Royce provides advanced features and
technology in their cars to attract cars. Thus,
they are offering premium pricing strategy for
cars. These prices are the entry - level position
rates for Rolls Royce. Customizations,
additional add-ons, interiors etc will change the
Conclusion from the pricing strategy of
Bentley provides high quality and higher prices
compared to regular cars. The company tries to
cater best quality racing cars as well as
expensive cars. The company mainly targeted
to high class people with their prices. Bentley
targets the rich consumer segments primarily
into its market segmentation pricing model,
which often recommends getting a high-quality
car on a large-payment that they make. All the

cost of the cars according to the wants and
needs of the consumers. Hyperion Pininfarina
was the largest and most expensive Rolls
Royce car valued at $6 million per vehicle.
racing tires, continental cars, various model
cars are made as per better functionality;
changes have been made in the car as per the
needs of customers.
Place: Rolls Royce's a huge influence around the world. The product has headquarters
distributed worldwide in 50 nations. Rolls Royce cars are used by people from over 150
countries such as the U.S., UK, India, Middle East, Australia, China, etc .. Rolls Royce is based
in London, where even the consumers have the operational and manufacturing plants. Since
Rolls Royce has a small customer base, they were highly vigilant in providing a large network
infrastructure of their vehicles. Because Rolls Royce is personalized, the business provides
replacement parts and support, and they will be distributed to the doorway of the client (Nghiêm-
Phú, 2017).
Bentley is using creative marketing strategies to promote the vehicle. When it began with
the manufacture of Bentayga SUV, a much-anticipated model, it tried to market it by publishing
the authorized URL on a few disguised car models This creative approach guaranteed total
exposure in the news. Bentley specializes nevertheless in protecting the brand's ownership and
honesty. Since there's no true competition it does not participate in actively seeking to sell its
vehicles. In the situation of financial recession, it has also accepted a decline in its revenue,
despite this stance.
Promotion: Rolls Royce has a massive history, and is a brand of motivation. It's not a
commodity that the people can purchase and thus Rolls Royce in its promotional mix doesn't
follow the traditional marketing strategies. Now since the needs to cater to a niche market, it
really doesn't make logical sense for the business to use mass media like TV, print, online
advertising etc. Becoming a searched after premium product and a sign of socioeconomic class,
Rolls Royce welcomes the elite. Word - of - mouth use by talented and powerful famous people,
business people. This really is the country's largest advertisement or brand recognition that it can
do.

Rather than lavish marketing, Bentley insists more than that in marketing ethics. Bentley
argues that there is no value in delivering products to customers when there's no monetary
incentive. As it releases its latest goods it uses several of the creative advertising schemes.
Through appropriate promotions and ads on both television and internet, Bentley ensures that
their intended consumer receives particular feature. Bentley is now using innovative marketing
innovation strategies to make the goods globally available (Suchacek, Seda and Friedrich, 2017).
CONCLUSION
As per the above report it has been concluded that advertising principles as well as target-
market options are important for business development and performance. The business performs
in implementing effective advertising mixture elements. Through identifying the types of goods
they deal with, examining their pricing techniques and assessing promotional approaches by 4
P's. Identify where they are and where they interact with goods and manufacture cars. After the
analysis all the 4P’s company prepares different strategies to attract customers. The Rolls Royce
leading manufacturing company that provides luxury cars that not afford by the medium people.
On the other side Bentley also deal in same industry and provide competition to other
organizations.

REFERENCES
Books and Journal
Groening, C., Sarkis, J. and Zhu, Q., 2018. Green marketing consumer-level theory review: A
compendium of applied theories and further research directions. Journal of Cleaner
Production. 172. pp.1848-1866.
Kumar, M., 2017. Online Marketing Induced Performance Volatility. International Journal of
Online Marketing. 7(1). pp.37-63.
Leary, R. B., Minton, E. A. and Mittelstaedt, J. D., 2016. Thou shall not? The influence of
religion on beliefs of stewardship and dominion, sustainable behaviors, and marketing
systems. Journal of Macromarketing. 36(4). pp.457-470.
Nghiêm-Phú, B., 2017. Sensory marketing in an outdoor out-store shopping environment–an
exploratory study in Japan. Asia Pacific Journal of Marketing and Logistics.
Suchacek, J., Seda, P. and Friedrich, V., 2017. Size and regional varieties of communal
marketing in the Czech Republic. Polish Journal of Management Studies. 15.
Tanuwijaya, H. S. and Melinda, T., 2017. Online Marketing Strategy of Hot Wheels Product
Using Marketing Mix.
Xu, F. and et.al, 2016. Tourists as mobile gamers: Gamification for tourism marketing. Journal
of Travel & Tourism Marketing. 33(8). pp.1124-1142.