Marketing Analysis: Range Rover Electric Car - Product and Strategy

This report provides a detailed marketing analysis of the Range Rover electric car, examining its product features, target market, and competitive advantages. The report explores the rationale behind the electric car's introduction, focusing on sustainability and technological advancements. It delves into market segmentation based on demographics and income levels, targeting specific consumer groups. The report analyzes the product's core features, including cost benefits and eco-friendliness. It also covers the marketing mix, including product, place, price, promotion, people, process, and physical evidence. The report outlines distribution channels, promotional activities, and pricing strategies, including penetration pricing and discount offers. Furthermore, it discusses the marketing communication plan, channel decisions, and potential channel conflicts. The report concludes by presenting a comprehensive marketing strategy for the successful launch and positioning of the Range Rover electric car in the market.

RANGE ROVER ELECTRIC CAR

Product description
Range rover electric
• In order to get competitive advantage over others now Range
Rover is introducing electric cars. The rationale behind introducing
electric car in the market is that now people prefer to use advanced
cars which ensures sustainability aspect. In the recent times,
automation is increasing with the very high pace. In this regard, by
introducing electric cars in the market company can gain
competitive advantage over others.
• In addition to this, now customers prefer to purchase car which in
turn pollution free. This is one of the main aspects which in turn
influence customer’s decision making pertaining to electric car.

Product
 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. Now, with the motive to gain competitive advantage over
others company is introducing electric car in the market.

Levels of productLevels of product
Cheaper to run
Extra free
source of energy
Are exempt from
road tax and
from London
Congestion
Charge
No tailpipe
emissions
Core productCore product

Segmentation
Segmentation: Land Rover has segregated its consumers on the basis of following aspects:
Demographic: It 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.
Age: Accordingly, for electric car, business unit will target family and business people between ages of 30-45.
Income level- In this category, people with annually earnings over £ 35.000 will be targeted for new car, Moreover,
car price will be around 55.000£ which can only be afforded by people having higher income.
Occupation- On the basis of this, career and family people will be recognized as target market.
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. Company will mainly target
people reside in UK and Asia. Hence, people who fight against the pollution will be the main target market of land
Rover.

Targeting

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
High price
Low price
Low
quality Hi
gh
qu
ali
ty
Competitors of Land Rover
includes Toyota, Rolls Royce,
Audi and BMW etc. In against
to the competitors, business
unit can position its new car on
the basis of sustainability
aspect. As, it will be eco-
friendly which in turn helps in
developing distinct image in the
mind of customers. It will
position its new car on the basis
of sustainability aspects.
Moreover, electric cars are eco-
friendly and contributes in the
sustainability aspect to a great
extent.
Source: Vox Media, 2019

Range rover electric better than
Jaguar
Engine Type LR-TDV6 3.0L Diesel
Ingenium 2.0 L 4
Cylinder
Turbocharged Diesel
Displacement (CC) 2993 CC 1999 CC
No Of Cylinder 6 4
Power 244 bhp@4000 rpm 177 bhp@4000 rpm
Torque 600 Nm@2000 rpm 430 Nm@1750-2500
rpm

How big is the market?
Source: EV volumes, 2018
Competitors
Source: Inside EVs, 2018

How fast will the market grow?How fast will the market grow?
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.
Source: IEA International Energy Agency, 2018

Opportunities and Issues

Pricing
Source: Vox Media, 2019
as per penetration strategy, price of new electric car will
be 55.000£ . With the help of the government for buying
the first electric car or giving the petrol/diesel cars for a
30% discount voucher that will be used just for buying
our new car. Discounted price for people that work to
build them and them families. 30% discount if another
brand car will be trade in exchange of our new product.