Lamborghini Aventador: Marketing Strategy, Consumer Behavior Report

This report provides a comprehensive analysis of the Lamborghini Aventador, examining its marketing strategy and consumer behavior within the luxury car market. It begins with a company overview, detailing the Aventador's introduction, target market, and brand positioning. A critical analysis follows, exploring the six stages of the consumer buying process and key influences on customer purchasing decisions, including cognitive mindset, lifestyle, and social factors. A SWOT analysis is presented, identifying the brand's strengths (e.g., high brand value, elegant looks), weaknesses (e.g., high price, limited service centers), opportunities (e.g., market expansion, demand-based manufacturing), and threats (e.g., competitor strategies, government regulations). The report then evaluates Lamborghini's current marketing strategies, including television and social media advertising, and the use of surveys. The company's marketing communication mix, primarily focused on celebrity endorsements, is assessed. Based on this analysis, the report provides strategic recommendations for improvement, including expanding the customer base and adapting to market disruptions, concluding with a discussion on how these recommendations can be implemented in the practical market scenario.

MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Name of the Student
Name of the University
Author note

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MARKETING STRATEGY AND CONSUMER BEHAVIOUR THEORY
Table of Contents
Company Overview.........................................................................................................................3
Critical Analysis..............................................................................................................................3
SWOT Analysis...........................................................................................................................4
Strengths..................................................................................................................................5
Weakness.................................................................................................................................5
Opportunities...........................................................................................................................6
Threats.....................................................................................................................................6
Company’s current marketing strategies.....................................................................................7
Company’s current marketing communication mix....................................................................8
Current Marketing focus..............................................................................................................9
Strategic Recommendations............................................................................................................9

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Executive summary
The report comprised the piece of writing that combined the information of both the assessments
1 and 2. It has been derived from both the assessments the main findings of the marketing
strategies and the consumer buying process of the Lamborghini Aventador. From both the
assessments, traditional ways of consumer buying process have been extracted and also the
various perspectives and influential elements for the customers’ conducts and interests in order
to purchase this particular car have been understood. The report at the first hand discussed about
the company’s overview that dealt with the basic information and then gradually it cascaded to
the different consumer behaviour aspects that is, the six consumer buying behaviour process.
Next, it structured the SWOT Analysis of the brand and this particular car. In order to carry out
the SWOT, a detailed information has been laid out on the company strengths, weaknesses,
opportunities and threats. It then discussed about the company’s current marketing strategies and
consistencies. Next, the marketing communication mix of the company has been discussed that is
applied in the markets. Then based on that the report showed the data of how those extracted
strategies are working in aligned with the company’s current business scenario. It showed how
effective that was for the recent market dynamics and how powerful it is to impact the
customers. At the end the report provided the recommendations based on few strategies and also
justified how it will work in practical market conditions.

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Company Overview
The Lamborghini Aventador is the most fabulous car in sports category manufactured by
the Italian automotive company named Lamborghini. The Aventador was coined after a powerful
fighting nature of bull which is compared to the power and strength of this luxurious sedan car. It
was introduced on February 28th, in the year 2011 and since the disclosing of Aventador, it was
announced by Lamborghini that 12 cars were sold out in the year 2011 which was great
immediate achievement for the company. In just a span of 5 years, the company had built 5,000
Aventadors which was really unexpected for the company as it was planned to get with only
4,000 vehicles and therefore increased its profit purview (Mihaela, 2015). This particular vehicle
is the revolution in the vehicular industry as this being the model of a true super sedan car
associated with the brand Lamborghini. This is legendarily captivating the customers’ interest
with the dimensional advent in the market. This brand targets the customers who have high
monetary status and aristocrats of the society. This company is an avid manufacturer of sports
car in the luxury segments and has a strong supply chain network in worldwide. The company
spends a huge amount on the advertising and marketing of its product and already have a setting
of its segmented marketing regions. The kind of cars it manufactures generally afforded by elite
class. It has become very important for the company to find out how its customers can be geared
up to purchase the model, Lamborghini Aventador.
Critical Analysis
As a marketing manager in this company, I need to look after the marketing plan and
strategies that are aligning with the current marketing scenario. Based on the video and the
survey sample of assessments 1 and 2 respectively, there are few processes to carry on marketing

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activities. As mentioned in the video, the customers go through the six stages of consumer
buying process in detail. It analyses both the customer and marketer point of view that how the
buying decision is influenced for purchase of Lamborghini Aventador. These criteria are the
traditional ways to make purchase decision by the customers. The key finding of sample survey
in assessment 2 is, the change in customer attitudes for the product on the basis of few aspects
like, cognitive mindset, customer life standards, influence of family and friends, society and
culture, self-esteem and recognition and motivation (Ratten, 2016). The study was conducted
with 10 important questions to sum up these influential aspects of customer conduct and
interests. The scenario in the market is ever changing and the customer perception regarding the
market decisiveness also varies. The consumer buying process is a scientific way to find out the
consumer buying behaviour based on which the marketers pitch their strategies. Out of the
purchasing methods, the customers may opt for any option like to verify the efficiency of the car,
the customer can ask for test drive or checking with other documentation regarding this
particular purchase. The marketers should always be keen towards applying innovativeness in
the processes and strategies (Cacciolatti & Lee 2016). Lamborghini Aventador is one of the most
aspiring brands to the customers, who have become enough smarter to judge the correct product
quality in exchange of the price they pay to the company. The marketers need to be ready with
the powerful and effective strategies to provide ultimate customer satisfaction to encourage the
future purchases by the customers.
SWOT Analysis
The best way to understand the company’s status according to the current market
scenario and also to strategize for the areas of improvement, following is the presentation of the
SWOT analysis of this company for a deeper understanding.

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Strengths
 Much demanding for the elites- The car is designed in a way, that are much demanded
among the high class societies who aspires to showcase this particular car from this
specific brand as a status symbol. They usually keep cars for special purposes rather than
daily use. These cars provide premium status symbol to the elites to create an intense
urge to purchase them. This serves as the strength for the company as they manufacture
more cars as per the increasing demand.
 Elegant looks and a Classic symbol in society- While targeting the elites, it provides them
the reason to buy this car as it is quite rich in looks and features to mark the product
differentiation in society.
 High brand value among customers- The Lamborghini has the maximum brand value in
premium car segments among customers.
 High rate of brand recall- The brand value has the essence of high brand recall as it
creates goodwill and strong impression to customers.
 Classic features- The brand is known for its specific and sedan class features which keeps
the customers highly satisfied.
 High performance- The rate of performance of Lamborghini is high along with its
features that is highly appreciated by customers.
Weakness
 Targeting only the aristocrats- Aspirational brand and purchased by affluent customers.
 Does not support all purchasing powers- Tough to afford by commoners for routine use.
 High fuel consumption- Due to its magnificent size, full consumption rate is relatively
higher than other premium cars.

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 Very less and specific service centers- The brand has relatively minimum service layouts
as the target market is very specific and service centers are made in those specific areas.
 Too expensive to purchase one- Not at all pocket friendly brand.
Opportunities
 Re segment the segmented areas- To approach new clients.
 Expansion of the targeted audience- More customers should be targeted with a change in
business policy.
 Manufacturing should be based on demand analysis- Forecasting to meet demand and
supply.
 To adapt market disruption by creating low to medium cost cars for commoners- To
target the left over market and eat up the competition.
Threats
 Premium car owners or competitors- Best sellers of premium car segments are tough
competitions.
 Marketing strategies of competitors- Firm strategies of competitors are more profitable
than this.
 Global reach of the competitors- lack of universal reach and extended global reach of
competitors is a threat.
 Customization in car specification- Other companies provide customized services in car
specifications.
 Governmental policy and regulations for high rate of fuel consumption- Company can be
accountable to Government for this account as it provides inconvenience to customers in
exchange of money.

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Company’s current marketing strategies
The company is putting up advertisements on television and social sites via internet and
expect customers out of it. The company has a common notion that they can get the best
response in this way as people are active on these sources (Wensley, 2016). The television is
seen by most of the people and if not then social site activists are majority in numbers so this is
one of the best way to gather good amount of responses. But then, every company plans to put
advertisements of their brand, products and services which makes a clutter and confusion for
customers to choose the best among the multiple alternatives. Therefore company’s must adopt
the uniqueness in product promotion to be distinct than its customers.
The next strategy they used is developing survey through Survey Monkey Application.
This had various parameters on which individual questions were framed to get the information
about customers (Ramanathan, Subramanian & Parrott, 2017). These data were then manipulated
to reach to certain consequences and findings as the enquiry on the conducts of buyers and
changing of the business environment. It has open ended questions to get the various opinions
from customers or the conducts of purchaser. As peer the survey report, the company uses
celebrities to endorse its brand and products and that is why the majority customers have shown
the positive likings and response for the product. The company provides the best possible quality
to customers for which the rate of repeat purchasers is very high (Sajid, 2016). This creates the
brand value but the company seems very contented with only a set of target audience who have
positive thought about the product. This may lead to the shortage of customer base in upcoming
future, the company should go on increasing the customer base so that it does not have to face
the crisis if some switches to other brands or competitors. This is one of the proactive measures
the company can consider as a strategy. The company need to focus more on the prospects and to

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transform them into the customers (Kotler et al., 2018). The company is a big brand and it
believes in providing innovation in return of money to customers. This is what makes them
different than its competitors. It competes with BMW, Mercedes, Ferrari, Volvo etc. The
company is more into making specialized, luxurious and impactful cars and therefore they are
into core innovativeness regarding their product. Critically if Lamborghini is opting for the
innovation as their core competitive advantage then they are on the right track of success. The
market trend is ever changing and dynamic (Ashley & Tuten, 2015). The business environment
is chronically in evolution and to sustain economically the company has to be innovation
oriented. The customers get boredom soon with the same kind of products and features and
routine cars so for them this can be an option suiting to the social class.
Company’s current marketing communication mix
The company has mainly focused on the celebrity endorsement for its promotions and
advertisements. Rest all other elements of marketing communication mix are merely been used.
Critically the company is quite specific about its customers and do not even want to target rest of
the prospects without knowing their financial standards and purchasing ability. According to the
Economical theory, the customer will buy the products mainly due to the following reasons:
 Time factor or seasonal goods
 Purchasing power
 Desire
 Economic standards in the particular financial year.
Critically evaluating the marketing strategies of the company from the video and the survey
sample, it has put very less efforts in strategic marketing plan of the product. The brand is an
aspiring brand and only the target audience would fetch the kind of information they want for the

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product (Ozuem, 2016). The company wants to retain its sales and marketing position in the
market by targeting only the millennials which is not much satisfying and sufficient for the
current market scenario.
Current Marketing focus
The current marketing scenario has become immensely competitive. Besides being strong
as a brand the company should also be aware of the other competitors’ strategies (Nuseir &
Madanat, 2015). The market needs innovation at every single step and there it does. Lamborghini
is known for its innovation in features and specifications and providing highest degree of
customer satisfaction. Through the findings it is quite clear that the brand has a value input to
customers and customers too can recall the brand because of its innovation with no time to let its
viewers wait and also providing the utmost brand equity to the expected customers. The need is
to expand the range of its customers. Today’s market is following the theory of disintegration
and market disruption that crashes down other emergent SME’s and competitors (Ozuem, 2016).
Strategic Recommendations
Based on the findings of the two assessments on Lamborghini, following are some of the
strategic recommendations that can support the company in various functional ways.
 The company should go for the implementation of the competitive analysis to know the
prevalent competition in the market (Sajid, 2016).
 The company needs to aim at the disrupted markets that would let it capture the
maximum market space.
 The company should expand the purview of segmenting and targeting the customers as it
wants to create its image as one of the most aspirational brand in the customers’’ mind
yet needs to focus on other segments for the customer awareness.

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 This method would create a goodwill for the company as customers can avail the brand in
routine cars segment and that would be the most disruptive business recommendation for
the company. The ratio of the elites and the common mass is always 5:1 and therefore, it
would be profitable for the company to target the common mass as well as its existing
target audience (Ashley & Tuten, 2015).
 The marketing strategies should be more inclines to the customers’ perspective.
 The strategies need to be distinct, short and concrete and always aiming to target new
clients.

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