TOPIC – Marketing mix of Bentley

SUBMITTED TO

Professor Nityanand Jha

United World School Of Law (UWSL),
Karnavati University
(Faculty- Marketing Management)

SUBMITTED BY

Name: - Prem Patel

Roll NO: - 26
Semester: - 2-B
Marketing Mix of Bentley analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Bentley marketing strategy.

Product Mix of Bentley: -

Bentley is one of the leading premium car brands in the world. Along with luxurious cars Bentley has
also been very rich in its product portfolio in its marketing mix. The different models of Bentley are:
Mulsanne (Mulsanne extended wheelbase, Mulsanne speed, Mulsanne), Flying Spur (Flying Spur
W12S, Flying Spur V8, Flying Spur V8S), Continental (Continental supersports, Continental
supersports convertible, Continental GT speed, Continental GT speed convertible, Continetal GT,
Continental GT convertible, Continental GT V8S, Continental GT V8S convertible, Continental GT
V8, Continental GT V8 convertible), Bentayga (Bentayga Mulliner, Bentayga Diesel), Heritage
Models (The Bentley Blue train, Bentley blower, R-type continental, S1 continental flying spur,
Bentley 3-Litre, Bentley 8-Litre, Bentley Mark V). The luxury cars are manufactured to satisfy the
needs and demands of customers. Bentley racing cars which are in a huge demand, Bentley
continental coupe and changes in the design such as sedan, coupe convertible all of these are done
according to the consumers need which makes these luxurious products to be more fascinated by the
users

Price Mix of Bentley: -

As Bentley is a luxurious car so it cannot compromise on the quality of the product. To meet the
standard quality of the product Bentley needs to use good quality engines and it requires highly
engineered craftsmanship. So as to cover the cost of expensive raw materials, to recover the high
salary of engineers, plus to get its own profit Bentley price is much higher than the cost of normal
car. Bentley mainly targets the rich customer segments through its marketing mix pricing strategy
who also prefers to have a high quality car on a high payment that is done by them. All the race cars,
continental cars, different model cars are made according to the convenience of user, modifications
are made in the car according to the consumer’s need. Bentley cars costs from Rs. 3.2 crore to Rs. 4
crore in India and start from $180,000 and go upto $300,000+. Bentley never compromises the
quality of their products for the sake of price.

Place Mix of Bentley: -

Bentley has built up a franchise network all across the world. It sells its cars to the franchising agent
who then deliver it to the end consumer. Around 80-85% of the cars manufactured are distributed
across the world. This shows the demand of luxurious cars. Bentley has a very good market share in
china where with the growing economy there is a huge demand of luxurious cars like Bentley. It also
preferred to enter into emerging market in the different parts of the world. Emerging market has a
very good scope for Bentley as with the growing economy no. of rich class people also increases who
prefers to have a luxurious car with them which in the end turn out to be huge potential market for
Bentley.

Promotion Mix of Bentley: -

Bentley believes more in an ethical marketing rather than extravagant marketing. Bentley believes
that if there is no real demand then there is no point of selling cars to the consumers. It uses some of
the innovative promotional schemes when it launches its new products. With proper campaigns and
advertisement both on TV and internet Bentley makes sure that there new product is reached to their
targeted customer. Bentley also uses effective engineering marketing techniques to make its product
visible on international scale. Participation in various branded shows also enhances the new Bentley
product’s visibility. Hence, this concludes the Bentley marketing mix.

Research Objectives

In this topic we have to understand the 4P’s of the marketing mix of Bentley?which includes
Product, Price, Place and Promotion.

HYPOTHESIS: -

1 – What is the product mix of Bentley? Types of product are there of Bentley?

2 – What is the price Mix of Bentley?

3 – Distribution chain of Bentley.

4 – What are the Promotion mix of Bentley?

Chapterisation: -

1) Introduction.
2) Marketing Mix – Studies the 4Ps of Marketing Mix.
2.1 – Product Mix
2.2 – Price mix
2.3 – place mix
2.4 – promotion mix
3) Analysis and Discussions
4) Conclusion and Findings
5) Bibliography