Swatch-Marketing-Plan

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COURSE PLATFORM Syllabus for Consumer Marketing HARVARD | BUSINESS | SCHOOL Positioning: Managing Customer Impressions [01] 10:05AM Thu, Sep 9, Aldrich Hall 109 [02] 11:40AM Thu, Sep 9, Aldrich Hall 109 TOPIC Introduction/Land Rover MATERIALS Land Rover North America, Inc. (596036) Range Rover, Defender, and Discovery Advertisements ASSIGNMENT Welcome to Consumer Marketing. There are two assignments for today. First, please take some time to fill out the survey posted in the ?Materials? section. Thanks.Second, please prepare the Land Rover case for today's discussion. The case is set in 1994, so place yourselves back in time as you prepare for the discussion. In 1994, competition in the SUV category is intensifying, particularly in three sub-segments of the U.S. market: (1) young, affluent buyers; (2) family buyers (buyers who are married with kids); and (3) luxury buyers. In this context, Charles Hughes, President and CEO of Land Rover North America (LRNA), is determined to transform LRNA into the largest market for The Rover Group worldwide.1.What does the Land Rover brand represent? What is the meaning of the brand in the UK? In the US? 2.Hughes is currently debating three positioning options for the Discovery. The first option is to target families, using promotional activities that support The Definitive Family 4 x 4 theme. The second option is to target 4 x 4 (offroad) enthusiasts, using promotional activities that support The Evolved Land Rover theme. The third option is to stress Discovery?s $20,000 price differential versus its up-market sibling (the Range Rover), positioning the model as The More Affordable Range Rover. Which option do you support, and why? 3.Given your choice in Question #3, which elements of the promotional mix would you emphasize: print/television advertising (e.g., see Exhibit 4; you may also want to view the TV ads posted in

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