Role of Marketing in Aston Martin: Roles, Responsibilities, and Functional Relationships

This document discusses the role of marketing in Aston Martin, including its roles, responsibilities, and functional relationships with other departments. It also compares the marketing mix of Aston Martin with another luxury car brand. Additionally, it evaluates a basic marketing plan for Aston Martin's new product launch. The document provides insights into the marketing strategies and approaches used by Aston Martin to maintain its brand image and attract new customers.

Role of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1. Roles and responsibilities of marketing...........................................................................1
P2. Functional relationship of marketing...............................................................................2
PART 2............................................................................................................................................3
P3. Comparative marketing mix.............................................................................................3
P4. Evaluating a basic marketing plan for Aston Martin.......................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is referred to as the interface of business with its customers. The main purpose
of any business is to sell its product and that is only possible when business has an outlet for the
product where it can interact with the potential consumer as well to maintain the contact with its
current customer. The present project is based on Aston Martin which is a renowned automotive
brand headquartered in UK. The project consists of roles and responsibilities of marketing
function. Also, it contains functional relationships providing aid to organisation in attaining its
objectives. Lastly, it includes comparison of marketing mix of 2 companies together with a
marketing plan to launch new product into market.
PART 1
P1. Roles and responsibilities of marketing
The significant approach to each and every level of market and to create a big picture of
the brand in the minds of potential consumers can be said to be marketing. Sometimes an
advertising campaign is not enough for company and its product’s introduction. When it comes
to a super luxury brand's product launch, the company and its marketing management makes sure
to cover each and every segment of their market on a distinctive level. Thus, marketing holds a
number of roles and responsibilities. These are explained in the light of Aston Martin as
follows:-
Managing the brand: It is quite essential for all the departments in the organization to strive
towards the common goal of the business. Thus such goals does also involves the managing the
effective brand position in the market. As this is the major function of the marketing department
within the respective firm. The roles and responsibility of the marketing functions in a global
luxury car manufacturer Aston Martin, is to significantly maintain the effective place among its
customer share. The growth of the ultimate brand is determined by its tools of promotion, market
and customer interaction, effective product development and so on. Thus all these roles are the
integral part to be played by the marketing team of Aston martin.
Producing Promotional policy: The product of any company holds significant qualities
and characteristics that fulfill the demand and necessities o respective customer segment. Thus to
analyses the demands and need of the market according the certain product portfolio is the
crucial role of marketing team in the company. In relation to Aston Martin all the decisions that
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are taken in favor of the promotion of any specific product is first determined by the marketing
records of the company. It helps the company in formulating the policies of promotion of the
product that leads to great capturing of the respective market base as per the appropriate product
range.
Finding the Suitable Mix: The placement of the company’s offerings in the respective
market segment is the responsibility of it marketing division. The mix of distributing the product,
promotion media, and other factors that connects the product to the direct customer is essential to
determine effectively by the company. In Regards to Aston Martin the most suitable mixes of
distribution channels and product promotion are chosen by the firm’s marketing experts. Thus
these tools help the company to get the effective model of a products life cycle in the market that
ultimately leads to the brand’s success and popularity.
P2. Functional relationship of marketing
Marketing and other departments interact on a wide level with a view to provide
assistance to corporation in timely achieving its goals as well as objectives. Such relationships
are briefly explained as underneath:-
Marketing and Production Department: No marketing manager can supply or produce
the product at the time of demand and same as no production manger can do the effective
marketing of product which can bring the lot of demand or order. Production and marketing
work together on new as well as on existing products. Marketing can do research on what people
want and desire. Production can convey marketing what it takes to produce the item, and how
adding features modifying price updating the technologies of production to save the total
working time.
Marketing and Finance Department: Basic factor to run each and every process of
company is finance. With respect to Aston Martin, for organizing a promotional event, launching
a new car running campaign, the important thing which is considered before actual planning is
the budget. The budget is prepared by finance department. It also provides funds to marketing in
order to produce commercials, fliers, packaging designs, logos and all those stuff which concerns
the company in a monetary way.
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PART 2
P3. Comparative marketing mix
Marketing Mix is based on its 7 major principles which are categorised in the broad
organisational concepts of marketing management. To gain knowledge of this in an in depth
manner, the marketing mix of 2 companies is compared beneath:-
Princip
les
Aston Martin Rolls Royce
Product Aston martin is the big brand in the luxury
sport car industry which is quite popular for
its unexpected production and magnificent
designing. Even though Aston martin has a
tough competition in the luxury car market, it
always focuses on the need and demand of
the emerging trend of market. The exclusive
products of Aston Martin are Vanquish,
DB9, Rapid S, V8 Vantage
As Rolls Royce holds the position in top
brands, its products have distinct
approach towards the luxury car market.
The production models are available in
the market in a segregated manner with
their respective names as they are
Phantom; Cullinan; Ghost; Wraith and
dawn.
Price Basically Aston Martin uses way different
algorithms and calculation for their products
in setting up of price. In a luxury segment car
the price never came as a harsh barrier to for
its successive sales, brand new Aston Martin
prices between $1,52,995.00 to $3,04,995.00
approx with this proportion of price what
leads the company in industry is its quality
and configuration in a desired manner for the
end consumer.
Being a Royal brand among the top class
car manufacturing companies Rolls
Royce never face any kind of price
deflection or loss situations. As even in
the recent reports of sale the raising hike
of 25 percent has been observed. And the
sale hike matter the most because
companies like such earns fat profit
amount from every single deal. As the
starting price of the least model of Roll
Royce falls in between $3,11,900.00 to
US$4,50,000.00
Place Aston Martin places its product not just for
the sale but also for the brand promotion with
the showcasing of each and every product's
Rolls Royce being a British originated
company has a wider level channel of
sales and services throughout the globe.
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high performance. Aston Martin has 4
classified platforms of sale and they are
company operated store; E-commerce;
licensed store; supermarkets and hyper
markets.
Mostly sales channels are company
owned by this tactic company saves a big
amount of rent and extra expenses of
accommodation and place holdings thus
it also increases company's fixed assets.
Only in its origin country it has around
500 outlets of sale. Mainly the company
has only two platform for the sale of new
cars as they are E-commerce and
wholesaling to the retailers who later sale
the car to end consumer at a price in
addition to their share of income.
Promoti
on
In the way of promoting an international
brand it suffers from various problems and
faces a critical issue in targeting the foreign
audience on an effective stage. Thus Aston
Martin uses major promotional media and
tools to encourage the modesty of the brand
while at the same time of interaction with the
customers. Aston Martin does also use the
smartest trick in the market. It undergoes by
engaging community influencers asking them
review the product on their own window of
public interaction as similar like using social
media marketing. To convert the desire or
passion into the necessity and demand
As per the less time-more outcome
theories Rolls Royce sufficiently manage
their promotions on a digital level,
company undergoes through types of
digital marketing, indulges in paid
promotions, participating in various meet
ups and in cultural as well as in co-
operative events.
People The billing counter executive to a customer
attendant believes in providing total
cooperation and support to people. Further,
the company includes employees in decision
making at different organisational levels, and
An organization can only stand strong in
the work field with the total support and
dedication of its staff. A structured
strategy of putting the talented people
into the great work and assigning them
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takes their reviews and feedback on a regular
basis for various projects and products
Organisational people are also get
motivations through multiple reward
programs, incentives and bonuses.
Maintaining the succession level of business
is necessary as it is achieved by giving
internal promotions to deserving candidate as
well as doing external hiring to meet needs
and demands of the business by fulfilling the
required job vacancies at Aston Martin.
responsibilities and authorities. As Rolls
Royce Holdings Plc stresses on the high
effort and optimum outcomes. Most of
the workers involved in manufacturing;
has job to assemble and producing new
parts as well as to obtain raw materials
from suppliers. These workers play vital
role in maintaining and improving the
quality of the final product available for
sale.
Process Those direct and indirect activities which
helps in any way to create better perceptions
of business among its customers. Direct
activities give value to direct customer
interface as customer experiences service.
And in indirect activities many process are
initiated and that is often known as back
office activities, which support the Aston
Martin car's services after or before sales and
even during the time of sale. The company
always makes sure about the effective store
and people management and it is necessary
to maintain the products quality as well as
with the specific quantity not too much or not
too less.
Rolls Royce holdings plc. has the very
dynamic process in the car delivering
market. The major sources of sales are
never goes out of the perspectives of
demand and supply analytics. It has self
operated informative systems installed at
every wholesaler outlet with which the
store keeps the company aware about the
inventory scale and any issues regarding
any particular car or segment.
Physica
l
evidenc
e
Most important factor at the time of each and
every interaction is the way of its appearance
which can be from the uniform to any
brochure referencing the company. Major
aspect of Aston Martin's physical evidence
As per the covering of only the upper
class market segment to sell its product
Rolls Royce certainly emphasises on the
branding of product in a distinctive way
in very simple and classic term. Plus it
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are that it focuses on creating an ambient
store environment, designing the website in
simplest but attractive format, always try to
meet the way of its packaging with the
ultimate product design. It does have a quite
common logo but it is identical with its name
and that is used in its each and every official
physical store.
has the most among all user friendly
website with which anyone can visit the
site and get his relent information about
any product and get booked at any time
for the purchase..
P4. Evaluating a basic marketing plan for Aston Martin
The core competencies of company enforce it to work in a regulated plan of marketing.
Marketing plan here includes all those strategic course of actions for all the marketing and
product related operations. The critical analysis of Aston Martin shows that it has number of
strength and values, as the marketing plan is prepared for the new product 'DBX' super car
launch
Overview of company: Aston Martin is the most renowned brand in the luxury car market
with a overall turnover of £1,096.5 million approx and now currently has more than three cars
including Superleggera, DBX and Zagato in row for future launch.
Mission: “To provide superior quality product combining futuristic technologies”.
Vision: “To become the top luxury sports car manufacturing company around the
globe”.
Objective: Aston Martin is launching a new product within global market place under the
name of DBX with an aim to attract new customers and strengthening its position in future
market.
Situational Analysis: As per the current research records it has been in views of Aston
Martin that the today's customer range includes more young age consumer which demands more
updated products with the market match of current trend flow. Further, SWOT analysis has been
given below to understand the company at 360 degree view of internal conditions:-
Strengths Weaknesses
 Aston Martin has a perfect brand image
and great goodwill in terms of market
 The major mistake of Aston Martin is
that it has a very low range of its
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positioning which is enough to claim its
respective sales segment with its high
quality products and new designs
 The loyalty of its customers towards
the brand acts as a strength for the
organisation assisting it in maintaining
its brand image across the globe even
with the launch of new product in
market place.
upcoming products portfolio and
certainly it does have comparatively,
less market penetration.
 The marketing initiatives undertaken by
the organisation can be more effective
so as to gain the attention of more
customers.
Opportunities Threats
 Aston Martin has the potential to
introduce its new product with full
market confidence as it has a very clear
image of “targeting not the masses but
the classes” well.
 It also has the capability to launch
distinctively new products with an aim
to enhance the brand and making its
own name in the field
 Despite the optimum growth, it also has
some strong competition from some
giant auto mobile companies, as it also
has some backdrop factors like high
fuel emission, high running costs
comparative to other luxury sports cars.
STP: Aston Martin does this model analysis at the time of launching new products. It has
an upcoming product for the launch and the brief analysis for the product is given below:-
Segmentation: It can be understood as the process through which market can be
segmented or classified for the identification of its potential customer. Aston Martin has its very
own defined segments for the sale of its existing products. Its new launching product is DBX
which is overall segmented on the basis of demographic classification, identifying the rich and
working female division of the society.
Targeting: The procedure of targeting the segment involves such action which hits
directly at the aiming section of market by its product and policies of marketing. With the
perspectives of new car DBX, Aston Martin will surely target the female persons in the market.
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Positioning: It can be refereed as the last stage of marketing planning in STP. Positioning
means to establish the targeted market sector, as in the target of not only a single category but it
can also be implemented on two or more than two segments of markets. Aston Martin has
positioned itself in the luxury super car market emphasising on class, power and status.
Marketing budget: In order to meet up the standards of brand as well as for development
of new product, a budget is devised. That provides a systematise guidelines for the launch and
marketing of new product. Budget for the launch of new DBX is as follows:-
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 9000 11500 16000
Borrowings 8500 7500 8000
Retained Earning 4500 8000 11000
TOTAL 22000 27000 35000
MARKETING OUTLAY
Promotional expenses 6000 9000 11500
Publicity 5000 9500 11500
Distribution expenditure 4000 10500 7000
TOTAL 15000 30000 30000
Evaluation: It is important for an organisation to evaluate the results that emerge out of the
marketing plan. In this relation, it is acknowledged that Aston Martin would carry out the
evaluation of the marketing plan for new product launch with the help of effective tools and
techniques. The results would be evaluated by Aston Martin by looking upon company’s ROI
and sales figures.
Control and monitor: At Aston Martin, after the implementation of the marketing plan, the main
action is to monitor the steps and process associated with the launch and development of new
product within the same market place. KPI and Benchmarking are two techniques with the help
of which Aston Martin will control and monitor the procedures associated with marketing plan.
As a result of this, the respective enterprise will be able to ascertain the deviations underlying
between the actual and targeted performance of the respective automotive company. Whereby
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the deviations are extensive, the automotive firm would take the measures to address the
deviations or gap in an effective and timely manner.
CONCLUSION
On the basis of above discussion, it can be said that marketing and its essentials play a vital role
and its models and theories are required to manage and control over the function and activities in
the business. Besides this, STP is the model which is applied by companies whereby the process
of segmentation of the market is done broadly; targeting of each segment preferably and
positioning of each targeted segment specifically. In addition to this, the tactics and tools of any
marketing strategy which makes a business grow and helps in making it stand strong in the cut
throat competition among the industrial sector is generally specified as marketing mix.
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