Comprehensive Marketing Report: Land Rover Electric Vehicle Strategy

This report provides a comprehensive marketing analysis of Land Rover's electric vehicle strategy. It begins with an overview of the company and its product, emphasizing the benefits of electric cars such as cost savings, environmental protection, and safety features. The report then delves into customer needs, employing the STP (segmentation, targeting, and positioning) strategy to identify and reach the target market. Key marketing elements, including product design, pricing strategies (penetration and skimming), distribution channels, and promotional activities (advertising, direct marketing, sales promotion, and public relations) are examined. The report highlights the importance of innovation, market trends, and opportunities like reducing battery prices and leveraging charging infrastructure. The report also analyzes pricing strategies, distribution channels, and promotional activities. The report concludes with recommendations for improving website user-friendliness and implementing personal selling to enhance customer satisfaction and sales. The report underscores the importance of advertising, direct marketing, sales promotion, and public relations in building brand awareness and driving sales.

Marketing

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Land Rover is a British Multinational luxury car manufacturing company established in the year
1948, England. Founded by British Leyland, the company was acquired by the Tata Group in the
year 2008. The current study will highlight on various topics including the product design, its
price, customer needs & wants, and other marketing operations required to make the product
successful.

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Product: The product is the most crucial factor contributing towards the growth and profitability
of the company. It is imperative for a business to produce a product that provides a minimum
level of performance which further helps in consumer satisfaction.

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In order to provide value to the customers, Land Rover has started manufacturing electric cars as
it would provide various benefits like:
• Electric cars are comparatively cheaper because they do not require fuel to run instead it
operates on battery which is beneficial as it provides cost advantages to its customers.
• The electric cars do not release any harmful gas which reduces the air pollution and thus
protects the environment,
• The Electric vehicles manufactured by Land Rover are comparatively safer because they
have lower centre of gravity which makes them more stable and less likely to roll over. Also, the
company has introduced several smart features that make them safer and secure.
• It also protects the health of the people as the reduced carbon emissions reduce the air
pollution which further provides fresh air to breathe. Also, the Electric vehicles produce less
sound which reduces noise problems and related illness.
The Electric vehicles have removed the problem of refuelling the car's tank
simultaneously and has also helped in solving a lot of funds of the public. Moreover, with the

help of Artificial intelligence, the Land Rover cars can also self drive through activation of Auto
Pilot mode. Thus, it has made the lives of a car driver more comfortable and safe.
It is important for Land Rover to introduce electric hybrid vehicles as it creates value for
the customers by giving them cost advantages and also increases the brand image of the business
because the innovative approach by the Land Rover will provide them various benefits in the
long run. Moreover, it has also increased the market share of the company by not only retaining
the old consumers but also by adding new consumers which has increased the market share of
the organization. Therefore, it is a win-win situation for Land Rover as the innovative product
has helped the company in increasing its revenues as well as created value for the consumers as
well.
Customer needs: It is imperative for every organization to identify the customer needs and
wants and then develop a product or service accordingly. The process begins with identifying the
problems faced by consumers, developing an idea, converting the idea into an opportunity and
then finally manufacturing the product or service. Also, it is important to perform market
research in order to identify the target customers. For this purpose Land Rover company can
perform STP (segmentation, targeting and positioning) strategy:

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Targeting: Targeting is concerned with identifying the target customers and developing the
product or service accordingly. It is imperative for companies to identify the target customers
that can provide the highest return on investment and thus selecting them as an appropriate
consumer base. The Land Rover company targets its customers on the basis of:
Differentiated targeting strategy will be used by the firm for attaining success in the competitive
arena. On the basis of this, specific marketing mix will be developed referring the customer base
chosen for electric car. Hence, by developing specific marketing mix for each segment business
unit can get desired level of outcome or success.

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Positioning: The positioning is the final stage in the STP process and it is concerned with placing
the product towards its target customers. It is concerned with identifying the USP (Unique selling
preposition) of a product and other important traits that help the company in achieving
competitive advantage. Land Rover's competitors include Mercedes, BMW and Tesla.
Key market trends:
The Jaguar Land Rover offers unique products and services to its target customer and provide
solution to various problems related to safety, security and also give cost advantages to its
customers by the manufacturing of electric vehicles. Therefore, it is beneficial for consumers to
purchase Land Rover cars.

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With the increasing pollution and changing trends in the auto mobile industry, it has become
imperative for the companies to innovate their products and services by introducing the electric
vehicles in the country. Introduction of electric vehicles has helped in increasing the market
share as well as the sales of the companies. There are various key opportunities for the Land
Rover company like:
•Reducing battery prices: The battery prices have reduced $145 per kWh or lower and are
expected to fall even more mainly because of the increasing innovation and technological
development in the automotive industry. Thus, it is beneficial for the company because it can
help in reducing the overall manufacturing cost. Also, the government's decision to provide
subsidy on electric vehicles will further help in reducing the cost and can turn out to be a great
opportunity to increase sales and maximize the profitability.
•Charging stations: Pre Installed charging infrastructure is also a big opportunity for Land Rover
company as now the company does not have to spend money on building charging stations of
their own. The United States has more than 20,000 charging stations with 68,000 connectors
which are sufficient in respect to the current demand of Range Rover electric.

•Potential markets: The Land Rover can introduce their products in markets that have already
been using electric vehicles as it will help in increasing the sales and profitability because the
customers are already familiar with the electric vehicles and with the help of strong brand name,
it will help in the growth of the company in the long run.
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The company also follows the traditional distribution channel where it manufactures the cards
and distributes it them to the dealership stores from where the consumers can buy the goods and
services.
The company sells its products through two marketing channels, one is where the products are
sold directly to the consumers through its website and other is the traditional distribution channel
where the products are first sold to dealership stores and then passed on to ultimate consumers.
The company has minimized its distribution channel to authorized dealership stores as it helps in
enhancing customer satisfaction and also provides them better after sales services.