THE ROLLS ROYCE SAGA

Krati Jain, Vigneswar Narasimhan, Salman Khan

Goa Institute of Management,Sanquelim,Goa-403505

Abstract:
At 60 miles an hour the loudest noise in this comes from the electric clock-David Ogivly
The Brand of Rolls Royce has a very big name in the world of automobiles. This paper
consists of the marketing strategy of the brand Rolls-Royce, motor car, one of the most
famous motor car brands in the world. This paper consists of company profile market
offering by this the companys products, environment affecting this companys market
segmentation and targets, SWOT analysis, Product classification, branding, of this product.
This paper also offers the answer of some question, for what the customers will buy this
product, how they capture value from the customers and so on. The paper gives an insight on
the various marketing strategy and its application.

THE MOST WANTED:
Want is something a person would like to have. Wants are the form of human needs take as
they are shaped by cultural and individual personality. Though Rolls-Royce has come up with
various models which have varying degree of customization, still Rolls-Royce is one of most
costly cars. A car is not a need for a general income person or less busy person but it is a
need for a busier person who can afford a car. But a Rolls-Royce is only luxurious cars
which have a costly brand value. So a Rolls-Royce cars can never be a need, its a want for
those who can afford it in the other words, who have demand for it.
The Rolls Royce cars usually have a enchanting experience on the owner, a look of pride a
awe of accomplishment. The run of the car makes for a pleasant experience with its soothing
backdrop and music and silent atmosphere inside the car is always an advantage. These all
make its already burgeoning brand image look bigger.
PRODUCT AND ITS NATURE:
The Rolls Royce cars offer their customer a wide variety of support and service even after
purchase of the car.
Drive of Luxury:
Rolls-Royce is a renowned motor car brand that offers always luxurious drive.
Handmade features:
Rolls-Royce is not only hand built but also hand finished, and through the bespoke program,
each car is customized to meet individual standards and satisfaction, including personalized
features, such as your initials engraved in 24-carat solid gold interior features. Itll be
delivered according to how the customer demands it so the customer can get unique
ownership experience.
Royal Status:
The name of Rolls-Royce comes with the royal essence because it is the opulent choice of the
rich and famous from the very first production of its car and Roll-Royce ghost is not an
exception. Rolls-Royce Ghost stands as a lavish status symbol globally.
Dynamic drive, Spirit of Ecstasy, and surge of power:
The Rolls-Royce is no slouch when coming to meet others in the technological segment,
every detail of the machine is crafted to perfection and its drive gives an all new experience.
Best after sales service:
The Rolls-Royce motors offer the best care of your car after sales service by the most talented
technicians of the world. Not only that you will also be punished with a fine if you are seen
rash driving with a Rolls Royce.

SWOT ANALYSIS:

Strengths:
The Rolls Royce as a product has been in existence since 1904. The very essence of the
product is its rich and luxurious history. It has been a status symbol for many years in its
segment. Its design and personal customization has been a thing of awe. It has improved as
the times go by and there are various specification changes has been made over time, but the
crux has remained the same, to produce quality automobile of incomparable value to the rich
and the affluent. This combined with the marketing segmentation and positioning make it one
of the most sought after brands in the world of automobile.

Weakness:
Long before the advent of assembly line production of motor cars started Rolls Royce has not
given into the habit of production of large amount of vehicles. It surely does believe in the
saying Quality over Quantity. It is one of the least producers in its category until the
German giant BMW took over it 1998 took over its production and decided to upgrade its
speed of production.

Opportunity:
The Rolls Royce in its section has a very major scope of opportunity considering the narrow
band of customers it is catering to. The use of media has been limited. The main propaganda
has been its word of mouth advertisement. It has a brand value which is unmatched. It is this
which makes the Rolls Royce an unique brand in the world market.

Threats:
Rolls Royce also constantly faces the threat from other market factors such as use of other
cheap materials for the use in its cars. The Rolls Royce as a vehicle faces threat from other
competitors who try to imitate its style of marketing, try to match its brand image. There are
at times they vehemently do the marketing to put them in the consumers mind ahead of Rolls
Royce. The selective production and sales means, every year the brand lives on the few of its
species which make a statement worldwide.
MARKETING STRATEGY:
For every company to be successful in the market it needs a marketing strategy, but some
companies not only have a successful marketing strategy they create a unique marketing
strategy for themselves. Rolls Royce the world renowned brand is one such automobile
manufacturer which has a legacy of making humankind crave for the beauty vested in the
machine of steel engineered to perfection.
Lets us now look at the strategies which make Rolls Royce a truly a one of a kind car of its
generation. The Rolls Royce has created a legacy by following many of the strategies which
are unique and one of a kind. For a company which has a very fewer output production when
compared with the other luxury cars in its class. We have Rolls Royce a unique leader in
creating a path for itself.
Rolls Royce marketing strategy which makes it a market leader in positioning its brand. It has
always concentrated on selling its product to the rich and the super rich. It has produced an
aura that attracts the super rich, not any super rich only the rich with a heritage and lineage to
be taken note of. This is the special feature of Rolls Royce which makes people crave and the
most vaunted and hunted.
Rolls Royce has catered to a select group of individuals whose luxury and indulgence has
made people take note of, with a chauffeur to drive the car. The invitation to buy a car, these
kind of one of a kind propaganda has made Rolls Royce a car to behold.
In view of pure marketing the Rolls Royce penetration in the world market can be viewed as
a novel idea to help people realise there are other conventional methods do work in this
mechanical world. It is not in a new market or it is not a niche product. It is existing in the
market for a long time now and hence the product development phase is the most critical
phase for the Rolls Royce brand image and the company always concentrates on how to make
the Product more specialised more customer specific and more target oriented.



MARKET SEGMENTATION AND TARGETING:
Rolls Royce as a brand has been clever in delivering market excellence by segmenting the
market in which it plays into a great leader among the others. It had classified the market to
its own advantage always targeting the rich and the super rich. People, who have a penchant
for good look and showy lifestyle. Most of its products are sold to the developed countries.
Countries which have a above normal lifestyle. It as a brand of luxury automobile maker has
never enchanted the masses of lower societal status. This is where the brand surges ahead of
the rest of the pack in terms of delivering a product to suit a particularly narrow bandwidth of
the population, without any thoughts about demand and other attributes. The target group of
people with liquid assets more than $30 million US dollars is testament to the fact. It has
thereby created a luxury status for itself. It doesnt disappoint its customers in the luxurious
and speedy drive category. The extra features and care the manufacturer gives its product is
exemplary. It also serves as motive for the customers to hunt for this during their lifetime.
In a nutshell its marketing strategy can be summarised to represent for the masses
Upper class driving car
The luxury status symbol
Finest product in its category
Overall sense of ownership through personalization.

According to Phillipe Kotler Market segmentation is to divide the market into distinct groups
of buyers who have different need, characteristics, or behavior and who might require
separate products or marketing program. A market segment is a group of customers who
respond in a similar way to a given set of marketing efforts. Market segmentations are very
important to find out which segment should be served in order to grab best opportunities.
Rolls-Royce motor car company has also make market segmentation for serving or selling the
Rolls-Royce Ghost.
Rolls Royce cars create a speciality product with unique characteristics. They form a connect
with the people which make them special candidates. Their elegantly crafted look hand finish
all come into the attributes of the 4Ps of marketing creating a new place for itself in the hearts
of the consumers. The Pricing of Rolls Royce has been always to cater to the segment of
super rich and the rich people in the social strata. The prices to this segment of people do not
matter much hence their demand can be considered as inelastic. The pricing of hand made
goods are always high. Hence with the brand value as high as Rolls Royce there would be
few who would complain about the way it is priced.
CONCLUSION:
The Rolls Royce has been enticing its customers in every possible way from the time it
started production in 1904. This has been through various methods. Though it is a costly car
and everyone couldnt afford to buy one, aura it had created for itself over the years is
something which has come through careful market strategies and research over the years of
evolutions from a mere name in United Kingdom to a worldwide status symbol. It has
ensured that its customers have the great say in their future with a fully customer based
marketing strategy.
REFERENCES:
1. Kotler Philip, Keller Kevin Lane, Koshy Abraham, Jha Mithileshwar: Marketing
Management: A South Asian perspective 14
th
edition
2. http://en.wikipedia.org/wiki/Rolls-Royce/
3. Finocchiro, Peter Rolls Royce target, aspiring luxury consumers and mobile app
from http:// www.mobilemarketer.com/cms/news/content/6946.html
4. Noah Joseph , In the Rolls Royce of marketing strategies from
http://www.autoblog.com/
5. Gibson Mark, What is a Brand Value Proposition, from http://www.admarco.net