Founded on 11th Sept. 1922 as Swallow Sidecar Company
Sir William Lyons and William Walmsley
Changed to Jaguar Cars Ltd., in 1945
Merged with British Motor corporation 1968
Acquired by Ford in 1989
Acquired by Tata Motors in 2008
Jaguar has numerous nos of Successful model
Current car models are XJ, XF, XK
Automotive Previous owners
1948—1967 Rover Company
1967—1968 Leyland Motor Corporation
1968—1986 British Leyland Motor Corporation
1986—1988 Rover Group
1988—1994 British Aerospace
1994—2000 BMW
2000—2008 Ford Motor Company
Current models - FL2, Disc 4, RRS & RR
Mission Statement “to create and build
beautiful fast cars. Cars that bring the enjoyment and exhilaration of driving to life”
Objective To produce the most
innovative cars To develop the “Super car”
that runs on electricity To continue to epitomize
the “Luxury” segment
Size of luxury car market expected to grow by over 50% to 24,000 unit against 16,000 LY(above units comprising of BMW, Audi &Mercedes other premium luxury cars
“During last five years, the luxury segment here grew from 0.16% of total car market to 0.60% in 2010. And now it has grown to 0.70% in till February this year”
Number of HNI’s in India to swell almost 3 times over the next 7 years (liquidity in 4.5 cr in above)
JAGUAR
MERCEDES
BENZ BMW AUDI
XF / XFR E Class 5 Series / M 5 A 6 / A7
XKR Coupe &
Convertible E Class Cabriolet 6 Series / Z4 R8 / RS5
XJ S Class 7 Series A 8
LAND ROVER
MERCEDES
BENZ BMW AUDI
Freelander 2 M Class X 1 Q5
Discovery 4 GL Class X 3 Q7
Range Rover Sport R Class X 5 Q7
Range Rover Vogue N A X6 N A
Competition for JLR
Segmentation
Niche Segment: Elite class customer segment
HNI customers
Target
Entrepreneurs and stars
Status Symbol
Positioning
New luxury car
Product XK (Sportscar) XJ (Luxury executive Saloon) XF (Luxury Coupe saloon) FL2,Disc 4, RRS & RR
Place Mumbai Delhi Ahmedabad Hyderabad
Price Price range ranges from Rs. 35
Lakh to 1.5 Crore
Promotion ATL 20% and BTL 80%
Political Governments regulations Industry highly unionized
Economical Economic development Higher Standard of living Low Cost of Production
Socio Cultural Move towards Environmental
Friendly Cars - Highly innovative
Technology Technology diversification,
Increase in mass production
Potential entrants: German Manufacturers
Threat of Substitutes Competitive luxury cars
Power of Buyers & Suppliers: Buyers demanding excellence,
quality & service
Competitive Rivalry: Mercedes, BMW, Porche, Lexus,
Audi Different cars appeal to different
people
Strengths:
Quality
Culture
Identity
Luxury
Innovative technology
Weaknesses:
Narrow range of vehicles
Dealership network
Unable to radically alter design
No economies of scale
Opportunities:
Economic growth in India
New market opening up
New technology readily available
Threats:
Competition from other luxury brands
Potential economic slowdown due to recessionary trends in the US
To increase penetration
Reduce dependency on foreign markets and enter new ones
Focus on dealer network
360 deg promotion
Increase range of cars produced
Diversification and to spend more on R & D
National communications Press, Television, OOH
Digital communications: Targeted websites to increase brand awareness and increase traffic on Jaguar’s website
Experiential Track events Luxury drives
PR & Social media Engage press and bloggers with new stories
Brand Partnerships and Cross Promotion Work with companies with similar interests to leverage new business e.g. Barclays Wealth (investment
bank)
CRM Having robust data to target the correct people
Dealer Marketing
In a very competitive and saturated market, using all available marketing
channels to communicate messages is vital (marketing mix), these include:
Results: 2009 – 2010 – 229 units
2010 – 2011 – 891 units
2011 – 2012 – 568 units (till date)
Increased awareness of Jaguar & Land Rover in India
Increased visibility of Jaguar & Land Rover in India
Increased Target Audience
Increased presence in Metros
Increased Semi-Urban presence
Increased quality & dealer networks
Increased range of models
Brochure’s Interactive unit
Business card drop In-Flight TV Screensavers
Mega 96$
Digital Screens
First class & Business Lounge Domination
2011 – 2012
1200 units
2012 – 2013
1800 units
2013 – 2014
2700 units
Launch Events
Press Conference
Customer Events
Outdoor Events
Full Page Ads
“HELLO DELHI,HYDERABAD & AHMEDABAD”
LOI – Letter of Intent given to Dealers for conducting business for JLR Brands
Jaguar XF (new shape)
Jaguar XFR (new shape)
Jaguar XKR Coupe & Convertible (new shape)
Jaguar XJ (new added features)
Range Rover Evoque
Business Awards – UKTI / Filmfare Awards
Football World Cup Finals
Screening Event
Fashion Shows by Leading Fashion Designers
Boating Event – Regatta
Infilm Placements - ZNMD
1% Marketing Support from Tata Motors Ltd from the total cost of vehicles procured from us
Any thing additional will be borne by the dealers
Outdoor
Mall Displays
Associate Events
Promotional Offers
Dealer Network Expansion at
Ludhiana
Bangalore
Chennai
Cochin
Pune
Range Rover Evoque launch in India
MY12 Jaguar XF Diesel Launch
Auto Expo 2012 – Delhi
Jaguar Boating Regatta
Sustenance Campaigns
Outdoor/Mall Displays
Associate Events
Lifestyle / Fashion Magazines
Infilm Placements
Stand alone Product Launch
Thank you