Launching a New Luxury 4x4 for Lamborghini in UAE

This report discusses the launch of a new luxury 4x4 for Lamborghini in UAE using the SOSTAC framework. It covers the market trends, communication strategies, PEST factors, marketing objectives, SMART objectives, AIDA model, strategy, IMC challenges, 3P's of strategy, communication plan, and action plan.

Running head: PROJECT MANAGEMENT
Integrated marketing communications
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction......................................................................................................................................4
Situation Analysis............................................................................................................................5
Market Trends..............................................................................................................................5
Current communication strategies and performance...................................................................5
PEST factors................................................................................................................................6
Marketing Objectives.......................................................................................................................7
SMART Objectives.....................................................................................................................7
AIDA Model................................................................................................................................8
Strategy............................................................................................................................................9
IMC Challenge.............................................................................................................................9
3P’s of strategy............................................................................................................................9
Tactics- Communication Plan........................................................................................................10
Objectives..................................................................................................................................10
Promotional Tool Selection.......................................................................................................10
Creative Positioning and message.............................................................................................11
Action Plan....................................................................................................................................11
Implementation of the Plan........................................................................................................11
Project Management......................................................................................................................12

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Critical Path...............................................................................................................................12
Figure No 1: Critical Path Analysis...........................................................................................12
Timeline.....................................................................................................................................12
Table No 1: Timeline Table.......................................................................................................13
Gantt chart.................................................................................................................................13
Figure No 2: Gantt chart............................................................................................................13
Control...........................................................................................................................................14
Identification of Resources and Budget.....................................................................................14
Table No 2: Budget Table..........................................................................................................14
Project Control...........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
The following report is based on the launching of a new product or service (luxury 4x4)
for Lamborghini based in United Arab Emirates. The UAE is a federation of seven different
Emirates in the Persian Gulf. The capital and the second largest city of the UAE, the Abu Dhabi
is presently the center of the country’s political, industrial and cultural business activities. The
political system of the UAE is based on the 1971 constitution and is composed of a number of
different kinds of interrelated governing bodies. The automobile industry of the country took a
rough turn during the global economic crisis of 2008, but gradually took to its original shape
after some serious reconstructing reforms by the UAE government. The economic affluence of
the country due to the presence of a stable economy which has been because of the presence of a
large scale oil and natural gas reserve has helped it to become a great market for the large scale
global automobile manufacturers. The report has highlighted the launch of the new Lamborghini
range using the SOSTAC framework.
The new model will once again be launched by the management of the Al-Jazri motors
that has been the sole importer of Lamborghini for years now and has been serving the UAE
customers for s long time. The new luxury Aventador S and the Huracan Performantè models
will be launched by the company in a few days (dubai.lamborghini/en 2019). The SOSTAC
model has been used to identify the best suited communication strategy that will be fit for the
launch of the vehicle in UAE (dubai.lamborghini/en 2019). The SOSTAC Model will analyze
the situation analysis, marketing objectives, strategy, tactical challenges, Action Plan as well as
the control procedures.

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Situation Analysis
Market Trends
The market trends of the organization helps the management of the business to get a clear
idea about the different kinds of the major trends related to the company and its variety of
products. Supercar manufacturer Automobili Lamborghini witnessed a slow interest from the
Middle East and Africa region. The deliveries fell to around 25% in the year 2017 compared to
that of the previous year in 2016 (dubai.lamborghini/en 2019). There were only 94 deliveries in
the year 2017 compared to the 125 units delivered in the year 2016. The diminishing sales figure
is surely a cause of great concern for the management of the company. The news was not as
refreshing for the company as they opened the largest global showroom in Dubai just a few
months back. However market analysts as well as the marketing experts of the company
suggested that the launch of the new models, Aventador S and the Huracan Performantè will be
helpful for the company as the company will be making a substantial and healthy amount of
profit (dubai.lamborghini/en 2019). The market trends suggest that the company has to rely on
the launch of the new models to make some profit in UAE.
Current communication strategies and performance
The Communication strategy is one of the most integral parts of the business operations
of Lamborghini in UAE. The major implications of the organization were therefore meant to be
the most important element in the business. According to, the study of Ahmed (2017) the
planned marketing communication of Lamborghini in UAE incorporates three key elements.
This includes the likes of the tools, media and messages. The major communication tools are
namely advertising, sales promotion, public relations, direct marketing, personal selling and the
different kind of the value added services provided by the management of the company to the

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service users. According to, Nguyen (2019) the messages provided by the management of the
company are primarily informative and provide the exact and transparent details of the price,
specifications, advantages, comparisons, engagement, fuel capacity and other detailed features of
the cars that are to be launched. The company seldom uses traditional media sources to
communicate about its products. As because Lamborghini is based on the Niche market strategy,
it prefers to communicate with its range of targeted customers in a more private and precise
manner.
PEST factors
The PEST Analysis will help the organization to gain an external insight of the business
organization.
a. Political – Political Impact forms an important part in the growth of the Lamborghini
market in UAE. Though UAE is a politically stable country, the presence of some strict
rules and policies for the supercars emitting harmful emissions (Kim 2016). The
company thus hs to maintain some UAE specific standards for the cars in order to attain
the minimum requirements to operate the cars in UAE.
b. Economical- UAE is an economically stable country and the presence of a huge number
of potential customers is useful for the company to ensure their success accordingly
(Ahmed 2017). The economical freedom of the customers helps the company to sell a
hefty number of cars annually in the country.
c. Social- To own a Lamborghini is one of the most prestigious in the society. The cars
symbolize power, elegance and respect among the people in the society. Thus the cars of
the company have a great range of social capability to change the social status of an
individual in the country.

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d. Technological- The technological advances have been well accepted by the management
of the company and have been incorporated accordingly in the business. The
incorporation of the technologies in the cars has helped the company to get the tag of one
of the best supercar manufacturers of the globe.
Marketing Objectives
SMART Objectives
The marketing objectives of the UAE management of Lamborghini has selected and fixed
its strategies by means of incorporating the SMART strategies that has been helpful for the
business organization to develop the communication strategies accordingly.
 Specific- The management of Lamborghini has set out a specific target of selling a
number of new vehicles annually in UAE (Kim 2016). The number set out is specific and
the company analyzes their performance based on this specific number.
 Measurable- The maintenance of numbers are essential for keeping a track of the
marketing and sales of the company. The UAE management of Lamborghini has been
provided a specific chart for measuring the sales and the impact of marketing
accordingly.
 Achievable- Lamborghini UAE has ensured that the goals set are realistic and achievable
(Barnett and Mahony 2016). The management has not burdened themselves with
unrealistic annual targets which help them to work in a free and easy manner.
 Realistic- As mentioned earlier, the goals of the company are quite realistic as because
they have been targeted to sell a specific number of new products to the targeted segment.
Apart from the realism of the targeted sales figures, the way to approach the niche

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customers must also be realistic in order to ensure the success of Aventador S and the
Huracan Performantè in UAE.
 Timely- The timely performance of the organization must be addressed in a proper
manner to ensure the success of the business accordingly. The maintenance of a proper
time schedule is helpful for the success of the new models in the UAE.
AIDA Model
The AIDA model is commonly used in digital marketing. The digital marketing of the
company will be to ensure the uniqueness in marketing of Aventador S and the Huracan
Performantè in UAE (dubai.lamborghini/en 2019). The major elements of the following model
ad its implementation process is as follows;
a. Attention- The very first step of advertising is used by the management to consider the
attraction of the customers accordingly. The Aventador S and the Huracan Performantè
models could be launched in the social media platforms by promoting a teaser before
their actual launch.
b. Interest- According to, Derval (2018) the creation of a teaser could be helpful for the
organization to generate actual interest for the new models of the cars to be launched in
UAE. The teaser can be made attractive and can be made more realistic with the
promotion of the vehicles in the most unique manner.
c. Desire- The niche marketing strategies will see the marketing team to ensure the success
of the business by means of the interest created on the product. The niche market will
mostly include the likes of the influential and young entrepreneurs who have the
capability and the wish to buy the new models.

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d. Action- Lastly the ultimate goal of the marketing team of the company will be to hand
over the keys of the cars to the targeted customers (El Sawaf 2015). The consumers can
ensure the success of the marketing team by means of ensuring success.
Strategy
IMC Challenge
Some of the major challenges to be faced by the management of Lamborghini in UAE
over the launch of two of their models are as follows;
a. Generating Interest- The generation of interest for the prospective buyers can be a
source of problem as because it will be difficult to generate interest for the cars because
of the super expensive price tag.
b. Securing a proper Budget- The securing of a proper budget is often not possible for the
company (Schafferer 2017). There might be some additions in the last moment which has
to be included in the list at the very last moment to ensure smoothness.
c. Management of the Website- The website management team has to face serious
challenges in order to ensure success. The proper and effective website management is
key to the success of the company.
d. Targeting the customers- The customers who will be targeted might not be interested in
the cars and the company has to bear the risk of any form of loss from the sales of the
new cars.
3P’s of strategy
The 3P’s of strategy to be involved in the marketing of Aventador S and the Huracan
Performantè are as follows;

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a. Push- The push strategy will involve the marketing of the new brands to the potential
customers without any possible forms of advertising. The innovation of the new products
will be marketed to the customers in this phase.
b. Pull- The pull strategy will be used by Lamborghini to attract the young entrepreneurs
and the rich sheiks of UAE. The study of, Ho (2018) has estimated that the company can
introduce campaigns that will include contests, free samples, social activities etc. In pull
strategy if organization adds advertisement with the campaign then the whole costing
becomes significantly higher.
c. Profile- The management of the company will search for sponsors, public relationship
and some corporate advertising in order to ensure the success of the business accordingly.
Tactics- Communication Plan
Objectives
The objectives of the management of Lamborghini, UAE are as follows;
a. To promote the Aventador S and the Huracan Performantè in the most unique process
b. To reach out to the potential customers of Aventador S and the Huracan Performantè
c. To ensure meeting sales target for Aventador S and the Huracan Performantè
Promotional Tool Selection
The management of Lamborghini will at first release a teaser in the social media channels
to generate interest among the people who can be the potential buyers of the new models. The
teaser will be followed by the selection of the social media launch of the new models (Ho 2018).
The company is in talks with a prominent global sportsperson to ensure the success of the brand
in a unique manner.

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Timings
The teaser will be launched before 4 months from the date of the launch of the models in
the market. The main launch will be followed by a number of new updated advertisements in
social media channels that will help to attract people towards the new models of Lamborghini.
Creative Positioning and message
The creative positioning strategy has to ensure the success of the business in a proper and
effective manner (Jafari Sadeghi and Sadeghi 2017). The company has to fight with the likes of
other super luxury brands like Jaguar, Land Rover, Ferrari, Bugati and many more as such to
attain a competitive advantage in the market.
Action Plan
Implementation of the Plan
The plan will be implemented by the marketing and sales team of the UAE management
of Lamborghini (dubai.lamborghini/en 2019). A fixed time schedule along with an annual sales
target of 95 vehicles can be said to be quite reasonable and achievable. Overshooting the target
can also lead to healthy incentives for the stakeholders involved in the marketing and promotion
of Aventador S and the Huracan Performantè.

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Project Management
Critical Path
Figure No 1: Critical Path Analysis
Source: (As created by the Author)
Timeline
Task Name Duration Start Finish
Project Marketing
Campaign
Lamborghini UAE
163 days Mon
5/13/19
Wed
12/25/19
Meeting with the
stakeholders of
Lamborghini in UAE
5 days Mon
5/13/19
Fri
5/17/19
Marketing and
Promotional Plan
proposal
2 days Mon
5/20/19
Tue
5/21/19
Analysis of the
proposed plan
10 days Wed
5/22/19
Tue 6/4/19
Selection of the
targeted customers
15 days Wed
6/5/19
Tue
6/25/19
Analysis of the
impact of the plan on
the targeted
customers
10 days Wed
6/26/19
Tue 7/9/19

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Conducting a
survey to analyze the
impact of the
proposed plan on the
targeted customers
30 days Wed
7/10/19
Tue
8/20/19
Submission of the
report
5 days Wed
8/21/19
Tue
8/27/19
Approval of the
plan
1 day Wed
8/28/19
Wed
8/28/19
Implementation of
the plan
45 days Thu
8/29/19
Wed
10/30/19
Monitoring of the
plan
40 days Thu
10/31/19
Wed
12/25/19
Table No 1: Timeline Table
Source: (As created by the Author)
Gantt chart
Figure No 2: Gantt chart
Source: (As created by the Author)

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Control
Identification of Resources and Budget
The resources that will be needed for the implementation of the new plan varies from
human resources to different kinds of tangible as well as intangible resources. The resources that
will be first needed are the human resources. The human resources of the company will be
essential for the structuring, selecting and implementation of the business plan and the marketing
campaign. The next need in fray which is perhaps the primary need of the campaign is the
financial backup. A strong financial backup by the management of the company is highly
essential for the success of the organization. The intangible resource of the plan is the sharp mind
of the individuals who will be involved in the project. An estimated budget of the marketing
campaign has been provided below;
Line Item Cost
 Advertisement
 $4500
 Teaser Launch
 $6500
 Trailer Launch
 $8500
 Social Media Expenses
 $3500
 Test Drives
 $2000
 Photo Shoot
 $1500
 Mobile Advertisements
 $1500
 Pre Launch Clearance
 $3500
 Stakeholder share
 $2500
TOTAL $34000
Table No 2: Budget Table
Source: (As created by the Author)

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Project Control
The project will be totally controlled by the team of experts selected from the marketing
and sales team of Lamborghini in UAE. The project will be controlled and completed as per the
given schedule of 163 days.
Conclusion
The following report has been one of the best examples of a marketing campaign for a
super luxury brand in UAE. The highlight of the total report can thus be summarized in a proper
and effective manner. The marketing campaigning of a product especially a super luxury one
with niche characteristics has to be completed using the utmost precision to ensure a flawless and
efficient marketing for the products. The informative content of the report will surely act as a
source of great knowledge for the readers to research on their own.

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References
Ahmed, G., 2017. Sovereign Marketing: A New Strategy of Marketing.
Barnett, C. and Mahony, N., 2016. Marketing practices and the reconfiguration of public
action. Policy & Politics, 44(3), pp.367-382.
Derval, D., 2018. Expanding Luxury Brands Internationally. In Designing Luxury Brands (pp.
105-136). Springer, Cham.
Dubai.lamborghini. (2019). Lamborghini - Dealer Website - Dubai. [online] Available at:
https://www.dubai.lamborghini/en [Accessed 12 May 2019].
El Sawaf, R.J.O., 2015. New media marketing challenges in a multicultural environment: luxury
fashion brands in Dubai. Theses, Dissertations, and Projects.
Ho, T., 2018. Ambition and Ethics in Marketing: When ambition affects companies' ethical
behavior.
Jafari, M., Sadeghi, H. and Sadeghi, S., 2017. Analysis Of The Mental Image Of Iranian
Consumers Of Foreign Luxury And Widely Used Goods From Non-Marketing Symbols Of
Seven Countries Of Origin. Advances in Social Sciences Research Journal, 4(7).
Kim, R.Y.J., Samsung Electronics Co Ltd, 2016. Display screen or portion thereof with
graphical user interface. U.S. Patent Application 29/488,490.
Nguyen, P.L., 2019. The key principles of successful branding.

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Schafferer, C., 2017. The Globalization of Political Marketing: An Introduction. In Election
Campaigning in East and Southeast Asia (pp. 11-20). Routledge.