Marketing Report: Aston Martin's Strategies, Lagonda SUV Campaign

This report provides a comprehensive analysis of Aston Martin's marketing management. It begins with an introduction to Aston Martin as a luxury sports car manufacturer, including its target consumers and key competitors. The report delves into Aston Martin's competitive advantages, differentiating factors, and value proposition. It examines whether the target consumer for the Lagonda SUV aligns with Aston Martin's existing customer base. Furthermore, the report explores the strategic decision to build the Lagonda SUV, incorporating extensive market analysis. It then details potential marketing strategies and channels for the Lagonda SUV campaign, including social media and digital platforms. The report concludes with an overview of the marketing objectives and evaluation methods used to assess the campaign's effectiveness. References to books and journals are also provided.

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Kind of business, Aston Martin, its target consumer and its competitors ..............................1
2. Main competitive advantage and unique value proposition differentiates .............................2
3. Is target consumer of Aston Martin same from Lagonda target customer .............................3
4. Aston Martin build Lagonda SUV and make use of extensive analysis ................................3
5. Marketing startegy and channels to run a marketing campaign for the Lagonda SUV..........4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing management is the procedure of evolving strategies and planning for goods
and services, advertising, promoting and selling to reach desired consumer segment. It utilizes
tools from competitive strategy to examine the industry in which company operates. It is
exploring, making and delivering value to satisfy wants of target market at profit (Bagozzi and
et.al., 2018). This case study is based on Aston Martin. It is British independent manufacture of
luxury sport cars and grand tourer. This report will explain kind of business, Aston Martin, target
consumer of firm and its competitors. It will state competitive advantage has over its competitors
and value proposition.
MAIN BODY
1. Kind of business, Aston Martin, its target consumer and its competitors
Aston Martin is the brand of manufacturer of luxury sports cars and grand tourers of
Lagonda Global Holding Plc in the UK. This is combined the last name of Robert Bamford and
Lionel Martin with the first name of his favourite automobile race that Aston Hill Climb. Aston
Martin's roots tracked back to 1913. Firm's sport cars are regraded as British cultural icon. The
entity has just debuted novel car concept at the Geneva Motor Show. It is first SUV crossover
model under its often utilised Lagonda Brand. But press evaluating design and concept of cars
was troubling and unexpected (Baker, 2016). Aston wanted an outlet to expand beyond sports
cars. Aston Martin introduced DB5 which went on to become the most famed car ion history of
company in 1963. It is linked with high-priced grand travelling cars in the 1950s and 1960s.
Competitors:
There are mainly 10 competitors of Aston Martin such as BMW, Audi, Ferrari, Jaguar,
Mercedes Benz, Porsche, Bentley, Lexus, Lamborghini and Maserati. Aston Martin's competitors
around the world thirstily awaiting the next move of firm.
Segmentation, target and positioning:
Segmentation is the process of promotion of goods. It means to the procedure of making
of small group within large market. There are some groups involved geographic, demographics,
behavioural and physiographic (Foxall, 2014). In order to that, Aston martin is manufacturing
and selling luxury and sports car. In addition to that, targeting is the procedure of selecting the
any kind of segment and planning the advertising media utilise for promoting goods and
services. Company is targeted towards the upper class of affluent consumers. After that,
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positioning, it is final stage of this process which focus on views of consumers toward goods and
service as compred to competitors. Therefore, firm is positioned which has been delivering value
to consumer for many years by unmatchable execution and exclusive luxury and sports car.
2. Main competitive advantage and unique value proposition differentiates
When Aston Martin sustains profits that overstep average for automobile industry, so that
company is to feature competitive advantage over its competitors. Basically, there are two types
of competitive advantage such as cost and differentiation advantage. In order to that, firm
requires superior resources and capacities as compared to their challengers. Resources are
company specific assets for making cost and differentiation advantage that few rivals can acquire
easily (Diamantopoulos, Ring, Schlegelmilch and Doberer, 2014). Example of resources such as
Patents and trademark, reputation of company, proprietary trademark, installed customer base
and brand equity. On other side, capacities means to ability of company to use resources
effectively. The resources and capacities of Aston Martin together form its distinctive abilities
which involves invention, efficiency, quality and customer sensitivity. This can be leveraged to
make cost and differentiation advantage.
Cost and Differentiation Advantage
Competitive advantage is made by utilising resources and capacities to accomplish either
lower cost structure or distinguished goods. The position of Aston Martin in automobile industry
through its choice of low cost and distinction (PORTER'S SUSTAINABLE COMPETITIVE
ADVANTAGE MODEL, 2018). This judgement is fundamental factor of competitive strategy of
company. The wide and narrow market segment to target is the important decision. Porter
defined matrix utilising cost, differentiation advantage, wide and narrow focus to determine set
of generic strategies that company can pursue to make and sustain competitive advantage.
Value creation or proposition
Aston Martin make values by performing series of activities that Porter determined as the
value chain. In order to that, company's own value creating activities. Organization operates in
value system of vertical actions involving those of upstream suppliers and downstream channel
members (Schlegelmilch, 2016). Aston Martin create value activity that is increased design
capabilities and creative environment of workplace to accomplish competitive advantage as
compared to their challengers. High value is made through lower costs and benefits to the
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customer. Therefore, company need to focus on value creation or proposition for compete with
rivals.
In context to this, SWOT analysis would be an effective tool to segregate the strengths
and weaknesses of this company so that Ashton would be able to attain an upper hand by
increased advantages in their competitive arenas (Dowsey, 2010).
3. Is target consumer of Aston Martin same from Lagonda target customer
No, the target consumer group of Aston Martin does not same with Lagonda target
customer group, because Aston Martin follow segmentation, targeting and positioning process
for selected particular segment for targeting more audience for increase sales of business.
Therefore, company chose income group from demographics segment in relation to target
consumer towards product and services (Sair, 2014). As compared to, Lagonda do not conduct
any kind market research and follow any type of strategy for targeting customer group. Firm is
only approximated about target market and their needs. However, the target consumer group is
not same with Aston Martin.
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Figure 1: Business model canvas

In addition to that, Lagonda do not clear response of consumer, so that Aston Martin was
faced issue of integration of the brand. Therefore, SUV needs to follow segmentation, targeting
and positioning procedure appropriately to target particular segment for increase sales and make
the profits. With the help of it, Lagonda easily achieve the competitive advantage in the
marketplace. Additionally, the business model canvas could be proved beneficial in bringing the
changes either in the existing product or service or developing a new one. This aids in
understanding the resources' availability, capital requirements and infrastructure of firm with
overall size.
4. Aston Martin build Lagonda SUV and make use of extensive analysis
Aston Martin must build Lagonda SUV. Their historical background is remarkable in
bringing the specified changes to sustain the competition in proficient manner. Herein, there are
more pros than cons that laid the foundation to manufacture the Lagonda SUV in their future
planning.
This is one of the important products for this company which renamed its original name
by using the SUV concept (Craddock and et.al., 2017). However, the response they received was
lukewarm and the market sales were also moderate. This indicated that Ashton might not be
interested in bringing this product in the marketplaces in near future. Although they were
designing the plan by replanning and rescheduling their production so that they are able to enter
different markets in all around the world by bringing effective outcomes in their adoption of this
SUV concept. Along with, their engineering team focused on launching the V-8 engine by
incorporating it with a new intake system to control the emissions and compensating the space
that had put additional engine outputs (Loveys, 2015). This has been successfully mended and
has brought additional benefits. On the other hand, it led pressure and extra burden on the
investments. Along with, the redesigning needed proper compliance in context to the
environment regulatory bodies. With this, the highlighted component to minimise the frictional
losses and usage of petrol/diesel added extra costs on the financial aspects.
In regard to this, Customer Experience journey can be proved beneficial in gaining
insights to bring any modifications with respect to this product. This is one of the mapping that
assists in bringing improvements to customers' expectations and overall experience in
accordance with the product, that is Langoda SUV (Baines and et.al., 2017). Henceforth, the pros
have encouraged this company to manufacture environmental friendly vehicles, especially this
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range of product. Their focus is to enter the untapped marketplaces at both local and global
marketplaces.
5. Marketing strategy and channels to run a marketing campaign for the Lagonda SUV
Overview of product:
The basic features of this car are as follows: this would be launched in the year 2021 and
is going to be the first luxury SUV driven on the latest technologies which is based on zero
emissions. Moreover, it consists of a very bold design and is formulated on 'vision concept'. Here
the additional characteristics contains battery electric drivetrain, 4*4 high performance
reconciling style, spacious, along-with luxurious seating with supremely stylish and uber design.
Marketing objective:
Marketing strategy is one of the important tactics for this company to promote their
product namely Lagonda SUV. This is mainly connected with the overall planning of marketing
and promoting this product to fetch their customers' attention at faster modes (Schiavullo, 2018).
Target market:
The target market for Lagonda SUV will be high class customers who could be able to
afford SUV.
Illustration 1: Latest Langoda SUV model
(Source: AGONDA SET TO REVOLUTIONISE THE LUXURY SUV, 2018)
Marketing channels:
In order to implement the channels, social media platforms and digital mediums would be
more beneficial in advertising about their latest updating, news and newly established features at
an instant rate among the targeted audience. These platforms are cost-effective and accelerate the
campaigning of company's products at wider scale and in different markets. When compared
with the traditional methods such as TV, Newspapers, radio etc. multimedia channels are more
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profitable and faster mode to connect with the customers by making effective impression on the
customers' minds. Along with, billboards and short ads might also be used but it would add to the
additional costs on the marketing team of this company.
However, the channels used for promotional activities are dependent on geographical
locations and demographics such as age, gender etc. in order to establish relationships between
diverse set of customers' (Lombardi, 2013). Thus, while chalking out the campaigning, this
company must research and explore several options while designing a marketing strategy.
Evaluation methods:
Evaluation towards the end or during specified time period will be done based on sales
during that time period and the matching this with what actually was planned related to number
of sale.
CONCLUSION
It has been summarized that marketing management is an essential component to bring
any modifications and changes at the organisational context. Furthermore, it has highlighted the
several strategies that are used in marketing a campaign in relation to a specific product or
service that is Lagonda SUV. This has also described about the unique value proposition
component and the importance of conducting analysis to gain competitive advantages over the
prevalent competition. To sum up, this company has successfully learnt from its shortcomings
and planning to redefine its brand value by consistently putting efforts to connect with their
targeted audience.
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REFERENCES
Books and Journals
Bagozzi, R. P. and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2017. Fundamentals of Marketing. Oxford
University Press
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Craddock, J. and et.al., 2017. Aston Martin: The Crossover Conundrum.
Diamantopoulos, A., Ring, A., Schlegelmilch, B. B. and Doberer, E., 2014. Drivers of export
segmentation effectiveness and their impact on export performance. Journal of
International Marketing. 22(1). pp.39-61.
Dowsey, D., 2010. Aston Martin: Power, Beauty and Soul. Images Publishing.
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.
Lombardi, V., 2013. Why We Fail: Learning from Experience Design Failures. Rosenfeld
Media.
Loveys, R., 2015. Aston Martin. Bloomsbury Publishing.
Sair, S. A., 2014. Measuring the effectiveness of brand positioning strategies perceived by
consumers. Science International. 26(1).
Schiavullo, R., 2018. LAGONDA VISION CONCEPT is a new kind of luxury mobility for
electric vehicles.
Schlegelmilch, B. B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer, Cham.
Online
AGONDA SET TO REVOLUTIONISE THE LUXURY SUV. 2018. [Online]. Available through:
<http://www2.astonmartin.com/live/news/2018/05/09/lagonda-set-to-revolutionise-the-luxury-
suv>.
PORTER'S SUSTAINABLE COMPETITIVE ADVANTAGE MODEL. 2018. [ONLINE].
Available through.: <http://www.jbdon.com/porters-sustainable-competitive-advantage-
model.html>.
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