Marketing Report: Product, Customer Needs, and Land Rover's Strategy

This report provides a comprehensive analysis of Land Rover's marketing strategies. It begins with an introduction to marketing and its importance, followed by an overview of Land Rover as a luxury car manufacturer. The main body of the report delves into key marketing components, including product design, highlighting the shift towards electric vehicles and their benefits. It examines customer needs, emphasizing the application of the STP (Segmentation, Targeting, and Positioning) strategy. The report also discusses key market trends, such as the increasing adoption of electric vehicles and Land Rover's competitive advantages. It explores distribution channels, pricing strategies, and the impact of online marketing. The report also covers the company's opportunities, such as reducing battery prices and expanding charging infrastructure. Overall, the report assesses Land Rover's marketing efforts, providing insights into its success factors and future prospects.

MARKETING

INTRODUCTION
Marketing is concerned with all the activities and processes for creating, communicating,
delivering and exchanging offerings that provide value to the target customers of the business. It
is imperative for every company to perform marketing if they wish to maximize their profits. It
not only helps in creating a separate brand name for the company but also helps in promoting the
product/service to its target customers. 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.
MAIN BODY
Marketing is the most important factor associated with the success of the business as it
helps in creating awareness about the product or service, its qualities, features and pricing which
further increases the market share of the company and helps them achieve competitive
advantage. Following components of marketing are:
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. Land Rover company
provides a different range of car options to its customers with excellent safety and comfort
features. Also, the company has a brand name attached to it and it further attracts the consumers
towards purchasing its products and services. 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:
 Segmentation: Market segmentation is the process of dividing the consumers into
different groups and segments based on their characteristics. The segments are created on
the basis of consumers who respond to similar marketing strategies, interests, needs or
locations. Land Rover has segregated its consumers on the basis of:
Demographic: Demographic involves segmenting consumers by personal characteristics such as
age, gender, income level, ethnicity, occupation and education level. The Land Rover company
mainly segregated consumers on the basis of their age and income level.
Geographic: The geographic factor is concerned with division of consumers on the basis of their
country, state, city and region. The company sells its products in the entire North America,

Europe and Asia therefore it is imperative for them to segment the consumers on the basis of
geographical location.
Psycho graphic: The psycho graphic factors include the family, beliefs, values, culture, interest
and opinions. It is important for company to segment its customers on the basis of these factors
as it helps them to identify the size of the customer group and help in developing products
accordingly.
Behavioural: Behavioural factors are concerned with the way by which customers use the
product. Are they loyal to the brand or not. This factor also helps the consumers in identifying
the consumer needs and wants and what additional features are they looking for.
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:
 Income level: Land Rover is a luxury car manufacturing company therefore the company
targets customers with high income group and identifies there needs, wants and
requirements and then develop products/ services accordingly.
 Occupation: The company aims towards business class people rather than employees
and therefore it provides various features and facilities that would provide benefit to
them.
 Family: Land Rover company focuses on families rather than individuals because the
company believes in manufacturing practical cars that provides seating facility to at least
4 to 6 people and also provides safety features like child lock, Air bags and other safety
and security sensors.
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 sold a total of 118,000 units in the United Kingdom car market and also
increased its competitive segment share from 29% to 33% mainly because of its innovative
features and also by the introduction of electric vehicles.

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.
Company: 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.
Distribution: A distribution channel is a chain of intermediaries through which a product passes
before it reaches the final consumer. It includes wholesalers, retailers and even the internet.
In order to increase its sales and to improve its distribution channel, the Land Rover company
adopted the approach of selling cars online through the medium of their website because many
people search for cars and related products online therefore the company adopted the marketing
strategy for selling cars online and also advertised its products digitally which helped in
increasing their customer base. 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.
The Land Rover company has a network of 500 suppliers all around the world that provide them
with the raw materials required for manufacturing process. The close relation with suppliers has
also helped the company to continuously innovate and introduce new products into the market.
Also, it is recommended that the company must improve its online website to make it user-
friendly and easier to use. The company must also open up its flagship stores and implement
personal selling so that it can provide better services to its customers which can further help in
increasing the sales of the business. Personal selling also helps in reducing the distributin cost as
it cuts the margin of retailers and other distributors.
Price: Price is the most important aspect of marketing as it is the only factor that brings revenue
into the organization. It is imperative for a company to determine the right pricing or it could
face heavy losses. There are various pricing strategies used by auto mobile manufactures like:
 Going rate: The going rate pricing approach is used in a highly competitive market where
all the companies are selling similar products and therefore the price of a product is
decided by analysing the price of competitors. This pricing strategy is used by steel and
aluminium companies as there is not much difference in the quality of products sold by
the players in this industry.
 Penetration pricing: Penetration pricing is a strategy where the product is introduced by
the company at very low rate in order to gain huge share of market and to achieve
competitive advantage. It is a common strategy and is adopted by various companies in
the automotive and smartphone industry. The main objective of pricing strategy is to
achieve economies of scale. It helps in achieving competitive advantage and also
increases company's profits in the long run.
 Skimming pricing: The price skimming strategy involves companies selling products at
high rates to its customers and then eventually lowering it over time. With the increasing

entry of new competitors in the market, the company eventually lowers its prices. Land
Rover company follows skimming pricing strategy because it spends a lot of money on
research and development and also it has a brand value attached to it therefore the
products are highly priced. Although, it is recommended that the company must introduce
discounts and other offers on electric vehicles while entering into new market in order to
gain the market share and increase its consumer base.
Marketing communications: The marketing communication refers to communicating the
qualities, attributes and features of the product or services to its consumers effectively and
efficiently. It is very important communicate the goals and objectives of the company and its
products otherwise no matter how good the product is, it will not be able to survive in the
market. Promotion is a type of marketing communication used to inform the target consumers
about the benefits of the product and service. Various promotional techniques used by companies
are:
 Advertising: Advertising is the most important and unique form of promotional technique
as it is concerned with promoting a product through various mediums like television,
radio, newspaper and internet. Advertisements are potential tools for promotion because
it helps in communicating the information and features of product to large number of
people which helps in increasing the sales and profitability of the company. Also, it
reduces the cost per person of advertisement which the company can cover by adding it
in the cost of product. The Range Rover electric is promoted through advertisements
where the commercial showcases the advantages, new features and pricing of the car
which further attracts the consumers towards it.
 Direct marketing: Direct marketing is a marketing where an organization directly
communicates with its customers through text messages, E-Mail, websites and through
social media. Land Rover company sends various text messages and E-mails to their
target customers and provide text messages in order to increase customer base and
profitability.
 Sales promotion:Sales promotion is concerned with strategies to increase the sales of the
company by providing various offers and facilities to its customers. In order to increase
the sales of Range Rover electric, the company is providing various offers on the car like

free insurance up to 1 year, free service for 6 months, low cost accessories and other
exchange offers in order to promote its innovative products and services.
 Public relation: Public relation is concerned with the practice of communicating the
message between the consumer and the company through participating in various public
activities. These activities also help in improving the image of the company and thus
increases its brand value even further. Land Rover has indulged in various public relation
activities like charities and sports event in order to promote their brand and increase its
sales.
Also, it has been identified that the maximum consumer engagement received by Land Rover
was from digital advertisements. The digital advertisements are placed on internet and social
media sites like You Tube, Facebook and Instagram. It was identified that an average user
spends around 80 seconds to watch the advertisement for Land Rover cars.
Marketing mix: Marketing mix is combination of different techniques that are used to promote
and sell the product effectively and efficiently. The marketing mix of Range Rover electric is as
follows
 Product: The products provided by Land Rover company adds value to the customer
lives. With the introduction of Range Rover electric, the company has used its innovative
skills so that it can provide a great quality product to its customers. The Electric cars will
give cost benefits to its consumers as it will help them in achieving cost advantages and
also provides additional smart features like gesture control, cooling seats and autopilot
features. The car produced by company is having all new and unique feature that are not
been provided by other competitors in automotive industry. The innovation of the cars
has been made using the cost effective technologies after making researches.
 Place: Land Rover has a global presence which can be seen from its strong place and
distribution strategy. The company has built up an international network and is located at
more than 2000 locations. Also, the Land Rover is now a subsidy of Tata Motors
therefore the company's global presence has improved significantly especially in the
Asian market. The company has spread its operations online in order to promote and sell
their product as it will not help them in achieving cost advantages but also increase their
market share. Company will be opening its manufacturing units across the nations and

worldwide. The cars should be manufactured across location that will be cost effective
for company. Thus, the place factor has played a crucial role in marketing of products.
 Price: The Range Rover electric is priced on the higher end because the company has
used their innovative skills to build an electric care thus a lot of funds have been used in
research and development therefore the product is priced on the higher end but the
benefits provided by the Automotive company in the long run will prove it to be
worthwhile for its consumers. Therefore, the product will be accepted in the market at per
acceptable levels.
 Promotion: Although, the Land Rover company does not need any promotion but with
the increasing competition, the company has indulged in promotional activities like
advertisements and personal selling in order to increase the sale of its products and
services.
 People: People refer to the staff and the employees in the company. Providing excellent
services leads to creation of positive image of the company. It is essential for the
company to ensure that all the people within the organisation are satisfied with the
operation of the organisations. People should be satisfied with the car electric which the
company is providing to the people. Car is made keeping in view the essential
requirement of the people satisfying their needs .
 Physical evidence : Showroom of the Range rover electric car should be located at such
locations that is in reach of the people and at the cities that are developed. It is essential
for company to ensure showroom of the company should contain information about the
cars and also the consultants should be there for making them understand the
organisations.
 Process : Process used by company for manufacturing the cars is simplified. The
manufacturing process of the organisation is has been done using the cost effective
technologies that has made the process of manufacturing the cars cost efficient.
Processes used in manufacture are all new and has been made after taking care of all the
costs that are associated with manufacturing of the cars.