Above and Beyond.

The presentation.
Presented by Craig Marimootoo, Harsh Bissessur,
Pravesh Bhowany and Sunny Seebrun
 INTRODUCTION

COMPANY BACKGROUND

MOTIVATION FACTOR FOR THIS

SECTOR

BRANDING OF THE COMPANY

MARKET SEGMENTATION

Agenda CONCLUSION
 What is Marketing?
Marketing is any activity a business engages in to
draw a target audience to its goods or services
through compelling messaging. It is essential for

INTRODUCTION
businesses to be able to improve sales and
advance in their industry.
 The Indutry &
Company chosen
The industry chosen
Since it is a thriving one nowadays,
we favored the automotive industry
for the report and this presentation.
Moreover, thanks to the automotive
industry, automobiles have
revolutionized the way people live,
work, and play, providing access to
markets, healthcare, and jobs, as
well as financial transactions and
improvements to their quality of
life.
The company chosen
Land Rover, formally known as
the Rover Company, is one of the
most versatile and well-known
vehicle manufacturers of its time.
It has been part of the same
industry for decades and has kept
the same concept in mind about its
vehicles while implementing new
technologies and materials to
adapt to the flow and stay up-to-
date.
Company
Background
Land Rover has been a global brand for more than
seven decades, selling hundreds of thousands of
vehicles. It has been a journey of excitement,
bravery, engineering brilliance, and loyal owners.
Company
Background
1947 – A legend’s conception

In 1947, Maurice Wilks and his brother Spencer

Wilks identified a market need while using an
old American-made Willys-Overland Jeep on
their Anglesey farm. The development of Land
Rover began utilizing a Jeep chassis and a
Rover vehicle engine, with simple body panels
made of light alloy and a chassis assembled
from scrap materials. At the Amsterdam Motor
Show a year later, the first Land Rover was
unveiled to great acclaim, and Rover exported
the product to nearly 70 nations by the end of
1948.
 Since humans have always been interested in adventure

Motivation factor and exploration, in addition to needing a comfortable,

reliable and powerful vehicle for their daily commuting
and work, the company was motivated since they knew

for this sector

that they had the capacity to satisfy all of the above
needs in not only one, but various iterations of a vehicle
and boost their profit and recognition around the globe.
Branding of the
Company
Land Rover conducted a SWOT
analysis to identify their strengths
and weaknesses in the automotive
industry, which influenced their future
direction and success. (Shastri,
Thorough SWOT Analysis os Land
Rover , 2021)
Land Rover has expanded its market
with the transfer of ownership to
Tata, an Indian automaker. Brand
positioning is a marketing strategy
developed by brands to establish
their brand identity and communicate
their value proposition. The success
of a luxury vehicle manufacturer is
dependent on having a strong brand
and a positive image. Land Rover's
positioning strategy is based on
value, incorporating cutting-edge
technology to satisfy its customers
and place it ahead of its competitors
in terms of competitiveness.
Brand image
A brand image is a consumer's
interpretation of a company
and its products and services.
Land Rover is a focused SUV
brand that provides the best
off-roading capabilities and
performs at the top of its class,
setting a high standard and
strong image in the
automotive market.
To maintain the image of Land
Rover, the company had to
demonstrate how its vehicles
could and still can handle the most
inaccessible places on earth. The
designer emphasized toughness
and dependability, and even with
modern techniques, Land Rover
retains those characteristics.
Customers' interactions with the
brand are a direct result of the
product's performance.
• Brand Salience refers to how well the brand is
known by customers or how the company
wants the brand to stand out so that customers
recognize it.

• Performance refers to the experiences that

customers have with the brand that comes as a
direct result of the product's performance.
• Imagery refers to how well your brand meets
your customers' needs on a social and
psychological level
• Judgement refers to Customers although judge
Jaguar and Land Rover
• Feeling It is what owners feel about the
ownership and followers about the association
• Brand Resonance It is generally made up of
how brands infuse loyalty, attachment, a sense
of community, and engagement.

(Shankar, 2017)
Brand personality
A brand personality is a
framework that helps a company
or organisation shape how people
perceive its product, service, or
mission. It is composed of what
the brand says, values, how it
communicates its product, and
how it wants people to feel when
interacting with it. Land Rover
values include breaking new
ground, confronting new
challenges, and refusing to settle
for the expected brand
enhancement.
The enterprise has used social
media to update its products and
communicate with its customers,
as well as face-to-face
communication in their showroom
and via phone calls. This has
resulted in effective
communication with customers,
allowing them to improve and
become aware of their
weaknesses.
 Market segmentation is the process of dividing a
market into segments or groups to select the
customers they will serve.

Market Land Rover's pricing policy is targeted at upper-

class clients, professionals, and executives from
Segmentation wealthy families, employing a selective targeting
strategy.
This type of segmentation benefits them by
clarifying their vision, providing direction for
future advertising plans, and optimising
customer loyalty.
However, the company still faces limitations like
the risks of demographic segmentation, such as
competitors attempting to use the same
marketing techniques and potentially stealing
customers.
Conclusion Land Rover is a leading figure in the luxury SUV
and 4X4 automotive industry today, starting with
a simple farming vehicle in the 20th century. Its
marketing and promoting strategies enabled it to
grow exponentially, and its positive
stubbornness allowed it to build a strong base
around not only high-class clients, but also the
common people who want to control and own a
simple, tough, reliable and versatile vehicle.
Living by its motto, "Above and Beyond", Land
Rover promoted its vehicles by driving them into
the most remote and inaccessible places on the
globe.
 Future of
Jaguar Land Rover will provide battery-powered versions
of every vehicle in its inventory by 2039, according to their
"Reimagine" worldwide strategy. The strategy calls for the
Land Rover electrification of the Jaguar and Land Rover brands using
several architectures.

Land Rover will release six all-electric versions of the

vehicles its customers are accustomed to and love over
the course of five years. In 2024, the first all-electric Land
Rover will be launched. By 2030, 60% of the fleet will be
electrified and no Land Rover model will be sold that
emits any emission.
Thank you!
We are eager to hear and reply to your questions.