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Learning Objective: To demonstrate the process of turning consumer research data into sound brand and line positioning recommendations; to expose students to concepts of brand personality and brand equity and show how these shape and contain management decisions; to explore difficulties of managing brand equity on global basis.
Description: Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company's innovative retailing strategy and experience marketing initiatives made.
Recommendations :
I would recommend to land rover North America:
To position the Corporate Brand in the United States as authentic, high-performance, prestigious and adventurous.
To set up three different positionings for specific target groups for its three products: Discovery, Defender and Range rover.
To allocate 70% (i.e $18 000 000) of the total marketing budget on advertising, while communicating separately on the three products of the brand.
To sponsor the events that reinforce the corporate identity :the Camel Trophy, la Ruta Maya, Mt Washington, Virginia Cup Tennis Challenge and the equestrian trials and polo matches ( at a cost of $705000).
To go on with the land rover Driving academy program, to develop independent-run off shoot program through the dealers, and to maintai ...