Aston Martin's Marketing Design and Innovation Report Analysis

This report provides a comprehensive analysis of Aston Martin's marketing design and innovation strategies, focusing on the Vantage range. It explores the benefits and values derived by customers through the diffusion of innovation and customer-delivered value theories, highlighting how Aston Martin meets customer needs and enhances their lifestyle. The report delves into the uniqueness of different design elements, such as shape, color, and technology, emphasizing how these contribute to the brand's appeal. It examines the Aston Martin Vantage N430 as a case study, illustrating how design choices and features like interior comfort, engine performance, and technological updates influence customer perception and brand loyalty. The report also discusses the product life cycle and the brand's competitive positioning in the automotive market.

Marketing Design and
Innovation
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
Benefits and Values derived by customers.......................................................................................4
Uniqueness of different design elements.........................................................................................6
Brand Appeal in relation to competitors in contemporary markets.................................................8
TASK 2.................................................................................................................................................9
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
ILLUSTRATION INDEX
Illustration 1: Aston Martin Vantage Range..............................................................................................4
Illustration 2: Vantage S 12 at its top speed...............................................................................................5
Illustration 3: Design of Vantage N430.....................................................................................................7
Illustration 4: Interior of Vantage N430 and Its comfort ..........................................................................8
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INTRODUCTION
Marketing is considered as one of the most critical aspects for the success of every
organization. In support of this, it can be stated that marketing is a significant activity which is
conducted by the management in order to have a direct positive impact on the organization and
its sales. It is also considered as an action which can facilitate in effective accomplishment of
organizational goals (Mozota, 2003). In the current era, the number of business organizations is
looking forward to bring some innovation and uniqueness in its product or design in order to
attain better business opportunities.
In this report, learning will focus on work culture of Aston Martin in order to have better
understanding regarding the concept of managing design and innovation. It will focus on various
benefits and values which are derived by the clients or customers. It will also provide
information regarding diverse factors which can amend the uniqueness within product. It will
have a spot light on the elements like shape, colour, design, imagination, relevance and
usefulness. Furthermore, it will also focus on brand appeal of innovative and unique products in
order to have better sustainability in the market.
TASK 1
In the current market scenario, Auto-mobile sector is playing a key role in the success of
UK by contributing in its economic development. Industry is having sustainable growth and
development which is beneficial for the UK market. It has been spotted that the auto-mobile
industry has focused on number of changes and developments for better opportunities. Along
with this, the organizations of auto-mobile sector are also focusing on design and innovation
factor for better changes in goods or vehicles in order to meet the needs of customers (Vedin,
2006). In support of this, it can be said that in 1890's, the Daimler Motor Syndicate has formed
but later on the patents rights has been purchased by Fredrick Simms. After this, the number of
changes has taken into account for betterment of British motor industry.
Other than this, it has also been identified that the sales of industry has also increased in a
great context due to innovation and unique designs of vehicles. Moreover, Aston Martin is also
contributing in a great context by introducing a wide range of innovative and well designed cars
in the market (Berkowitz, 2007). In this respect, company has also introduced Vantage Range.
Organization always looks forward to bring number of innovation and uniqueness in its Vantage
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Range in order to meet the needs of every public class or segment. The classification of Aston
Martin, Vantage Range can be as V12 Vantage S, V12 Vantage S Roadster, V8 Vantage s, V8
Vantage S Roadster, V8 Vantage, V8 Vantage Roadster, Vantage N430, Vantage GT12.
Benefits and Values derived by customers
Diffusion of Innovation
It is a strategic theory which helps business to design products in better way and meet the
innovation standards as per customers needs. In support of this, the management of Martin Aston
can attain better understanding regarding success of diverse actions and previous innovations
within products. It is beneficial for better accomplishment of potential innovations within
organization. In this management of Martin Aston can easily analyse the number of innovation
and technological upgrades which they have already taken into account. For example, the
management has accessed the detailed assessment of Vantage 8 before introduction and design of
Vantage N430 in order to understand the previous innovation and design of its Vantage series. It
provides better information about the responses of customers towards Aston Martin Vantage
series. It provide better information about market needs and facilitates in providing better
benefits and values to customers.
Customer Delivered Value
It is a theory which is adopted by business organisation to attain better analysis of
customer prospective. It provides information regarding gape among benefits and cost of one
innovative product with the other organizations product. In order to meet the customer
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Illustration 1: Aston Martin Vantage Range

satisfaction level the management of Aston Martin is considering customer delivered value
theory. It also allows business to compare Vantage models with upcoming product so that
innovations standards can be maintained in proper way to meet goals. Customer response
towards Vantage series also beneficial for decision regarding pricing of upcoming products.
In this respect, it can be said that Auto-mobile is considered as one of the most critical
aspects in current lifestyle. It plays a significant role in everyday’s life of people. In this support,
it can be said that with the use of Aston Martin cars, people can do journey to diverse places and
perform number of other tasks in a diverse manner (Freeman, 2005). In other aspect, it can be
stated that the Vantage Range of Aston Martin can be considered as a medium of transportation.
It is one of the key reasons that cars are playing a key role in the lifestyle of people. Aston
Martin Vantage Range provides number of benefits in context of transportation to the customers
(Leonard, 2007). Other than this, in current market, the cars are not only taken as a commutation
medium but also considered as a method which reflects the lifestyle status of person. The unique
features and number of auto features in the Aston Martin Vantage Range are reflecting the
premium lifestyle of people.
Other than this, there are some other benefits and values as well which person can have
by having purchase or use of Aston Martin Vantage Range. In support of this, it can be said that
one of the key benefits of accessing Aston Martin Vantage Range is that it assists in day to day
commutation which makes life easy (Tatikonda, 2001). It also provides convenience in context of
transportation by providing easy access to private or own transportation medium at any time.
Person can travel to any place as per the need and convenience with the use of car which is one
of its most significant benefits. Moreover, the unique features like top speed of 330 km/h also
saves the time of journey and facilitate in accomplishing the journey in less time.
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Illustration 2: Vantage S 12 at its top speed
Moreover, the situations have changed dramatically and it allows people to travel from
different places in the desired time period. Auto-mobiles have also turned into inexpensive
transportation medium and less time consuming option. In other aspect, it can be said that with
the use of Vantage Range, travelling can be carried out in an efficient and effective manner
(Walsh, 2006). Other than this, Vantage Range of Aston Martin is also providing great values to
the customers through number of unique features. In support of this, it can be said that the
Vantage N430 bring excitement to road in the most accessible and emotional engaging way.
Features and design of Vantage N430 is considered as a perfect complement to the eye-
catching looks. Due to unique features, design and enhanced comfort level, the Vantage Range
of Aston Margin is also taken into account as the value for money product. Now days,
customer’s key need is to acquire well designed and high innovative technological featured cars
which provides value to money (N430. 2015). In this support, Aston Martin is bringing number
of changes in its Vantage Range so that design can be improved and best combination of
innovative technology can be provided to customers. In support of this, value can be stated in a
way that the use of cars also provides high level of freedom, independence and mobility while
commuting from one place to another. The carbon fibre seats reduces the weight and provide
more control on driving which also promotes the comfort level among users (Vantage. 2015).
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Uniqueness of different design elements
It has been spotted that there are some key elements that promote the uniqueness in the
product such as shape, size, colour and other elements of design. In this respect, the Aston Martin
is also considering these elements in proper way (Verganti, 2008). In order to understand the
concept of uniqueness effectively, the Vantage N430 is considered as a product. In order to boost
the uniqueness, the Aston Martin has focused on beauty, dynamics and athleticism. For better
creation of legacy, the club sport car is acclaimed in N400, N420 and N430. Improved focus on
dramatic colours and intense styling the N430 is offering unique heritage to racing cars which
increases the organizational opportunities.
Moreover, the Grille surround, mirror caps and rear diffuser blade differentiate the
Vantage N430 from other sports cars that are available in the market. Contrasting colours and
impressive exterior of car is also bringing some uniqueness in the car. In order to attract number
of customers, company is also focusing on appropriate selection of exterior colour scheme
(Hatchuel, 2010). It is the reason that Vantage N430 is available in different colours like grey,
blue, black, sky grey and white. These five eye catching colours has been designed to boost the
uniqueness factor within the product. Other than this, the club sport graphics is also promoting
the uniqueness and attracting more and more customers (Jugulum, 2010). The purposeful dark
colour finishes is adorning the front grille as well as window. In the support of this, it can be said
that the lightweight graphite grey wheels is also enhancing the beauty of Aston Martin Vantage
N430. These kinds of dark features and colour combination is balancing the bold liveries within
product and attracting more and more customers.
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In the support of this, it can be said that the company has also focused on the
comfortableness in order to attract more and more customers. The interior of N430 creates a
refined environment and provides luxury factor. With an interior theme of dark light contrast the
product is also enhancing the sporting ambience. Moreover, the seat embroidery is also creating a
dramatic sporting interior (Hirsch, 2011). Sportshift transmission system also increases the
experience of driving and comfort factor. User can use both manual as well as automated
transmission which also increases the comfort level during travelling. Innovation in car’s and
improved focus on high end technology is also assisting the Aston Martin to become the
champion and also a leader of the car market (Reichman, 2010).
Other than this, in order to provide better support to uniqueness number of technological
innovation has also used which also impacts the performance in positive manner. Company is
also looking forward to bring number of changes and developments in the shape, imagination,
etc which enhances the usefulness of product (MacNeill, 2008). Unique technological updates
like GPS system, Safety sensors, etc. Organisation has also changed the engine of car.
Magnificent 4.7 litre V8 unit of engine improves the stability which also provides better
imagination during the travelling experience.
Product life cycle
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Illustration 3: Design of Vantage N430

It is considered as one of critical and effective development approach which assist in
product development actions. In introductory stage the business organization has launched its
Vantage 8 at low price as compared to other competitors in the market. It has helped
management to attain better market share. In the stage of growth the Aston martin has introduced
some unique products in series of vantage to meet the customers needs. Unique design and
features like auto sensors, top speed, safety equipments has provided some other benefits and
lead business to impressive success. In maturity stage the company is looking forward to
introduce number of models in Vantage series such N430, etc. In order to boost the sales the
number of modifications were made in wide range of products. It has also enhanced the brand
value within market and provided various advantages.
Brand Appeal in relation to competitors in contemporary markets
In current market scenario there are number of car organisations are operating in luxury
car segment which creates high level of competition in the auto-mobile industry. Aston Martin is
one of most successful brand in this sector and it is also considered as one of leading firm in the
premium segment (Pool, 2008). The success ratio of organisation can easily be analysed with an
help of sales ratio. Company is maintaining the stability in its sales ratio and overcoming the
barriers in appropriate manner. In the support of this, it can be said that the Aston Martin is also
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Illustration 4: Interior of Vantage N430 and Its comfort

having great recognition in international auto-mobile market which provides better strength in
order to acquire effective competitive advantages (Marsh, 2011). However, it can be stated that
the Aston Martin is having high level of brand appeal which provides better sustainability as
compared to its competitors like Bentley, BMW, Mercedes, Jaguar, etc.
Other than this, the customer base is also high as compared to its competitors and it is the
reason that the customers are more attracted towards purchase of Aston Martin car rather than its
competitors. This kinds of enhanced customer base reflects that the company is having high level
of brand image. In the support of this, the management of Aston Martin is focusing on using
diverse promotional techniques (Aghion, 2012). Company is focusing on well designed web
portal and provide appropriate information about the car features to customers. It creates the
better awareness among the customers and provide effectiveness to brand image. Moreover,
organisation is also establishing better corporate relationship with diverse Swiss organisations in
order to have various technological advancement. In this way, management of the luxury car
company intended to provide a feeling of even more luxury to its customers with the help of
which brand appeal.
Moreover, the management of Aston Martin is also focusing on diverse auto seminars and
expo in order to create better awareness among customers. In auto expo the managers interact
with customers and provide various kinds of information regarding diverse features of car (Pool,
2008). Company also provide test drive to customers in order to make them feel comfort and
build better trust among customers. These kinds of activities also facilitate the Aston Martin to
gain better competitive advantage over its competitors. In the support of this, it can also be said
that the management of Aston Martin can also focus on customization of cars in order to have
better brand image (Hirsch, 2011). Company can create a division where customers can visit and
customize their car as per their needs. It will create better brand image and increases the profit
margin ratio in the competitive market. Customers can choose colour, seats design, dashboard,
etc as per their own needs or requirements. It will also provide better sustainability to the
organisation and create better opportunities for advancement in brand appeal (Verganti, 2008).
TASK 2
In the support of this section, it can be stated that the learning is one of most critical and
significant part of individual life. It provides improved level of information regarding diverse
factors and elements which relates with the work culture and facilitate in effective
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accomplishment of goals. In this respect, the learning regarding managing design and innovation
has also helped me to understand about key success factors and work culture of Aston Martin.
This kind of information is beneficial for me in order to meet the organisational goals as well as
effective development of personal skills.
Moreover, with an improved focus on learning I have acknowledged about diverse factors
which has enhanced my experience level. It has also provided me information about the
significance and need of marketing, design and innovation in operational activities. After the
critical analysis of these factors I can easily stated that marketing, design and innovation can
easily impact the work culture in positive manner and provide better existence within market. In
critical assessment of learning I have also noticed that the Aston Martin is one of leader in auto-
mobile market and its management is focusing on diverse factors which relates with the
operations such as innovation, marketing ,etc.
Other than this, with an assistance of learning I have also attained information regarding
diverse strategies of branding and marketing which is beneficial for better career opportunities.
Improved information about product life cycle has made me understand that every organisation
must bring some changes in product line in order to attain better sustainability. Diffusion of
innovation strategy provided me information that the previous range of products and existing
innovation in market also need to be considered during the product development and innovation
design. It will facilitate me in future while working as a product development manager in any
other organisation.
Company is designing number of cars with an improved focus on shape, colour, design,
imagination, relevance and usefulness. This has indicated me that these kinds of factors
consideration is also boosting the uniqueness within Aston Martin products. In other aspect, I can
also say that these kinds of factors is also playing a key role in success of organisation and
differentiating its products within market. It means the business firm can attract number of
customers towards products by focusing on innovation.
Other than this, learning has also provided me information regarding benefits and values
which can be attained by customers through purchase and use of Aston Martin. In support of
this, I can also be said that the learning has also increased my knowledge regarding diverse
changes which company has adopted in respect of advanced design and features. It has increased
my understanding regarding diverse elements of design and innovation which can facilitate in
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better sustainability. It also also enhanced my awareness in the context of auto-mobile sector.
I have also noticed that earlier I was not having appropriate information regarding auto
mobile sector. Lack of information regarding auto mobile was one of my key barrier in order to
attain stable and effective outcome from learning. But with an improved focus on diverse sources
the I have managed my knowledge and overcome the barrier in effective manner. In order to
attain information regarding auto mobile sector and success ratio of Aston Martin I have focused
on diverse sources like books, journals, online, etc. It has improved my skills regarding
acquisition of data and assessment capability. This kind of improvement in my skills is beneficial
for better opportunities in my career.
Moreover, the learning has also provided me information regarding diverse tactics and
factors which relates with the brand appeal. It has improved my knowledge regarding marketing
and brand appeal tactics which is also beneficial for better career opportunities. In the support of
this, it can also be said that learning has also provided me information regarding tactics which
Aston Martin uses in order to attain better brand image. It has also made me understand that the
cars are now used as a integral section of today day to day life and sector is also playing key role
in effective development of economic system. In order to attract more and more customers the
management is also focusing on effective development of unique brand image.
Other than this, I have also noticed that the management of Aston Martin is also
concentrating on diverse campaigns and auto mobile events in order to boost the brand image
within market. It has also improve the brand appeal and provided better competitive advantage to
organisation over competitors like BMW, Audi, Bentley, etc. I have also noticed in the learning
that Aston Martin has developed friendly and comfort environment among customers in order to
enhance loyalty and increase the sales. However, it has also made me understand that with an
improved focus on advancement of comfort, luxury and trust the organisation can easily attain
the better competitive advantage. In the support of this, I can say that in recent past years the
Aston Martin not only developed the effective physical appearance of product in market by
effective designing but it has also developed the brand image in the international auto mobile
sector.
Another very important thing that I have learned during this analysis was that design
related elements such as shape, colour, relevancy, usefulness, etc have changed by great margin.
Auto-mobile companies are now focusing on these factors as per the perception and requirement
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