Marketing Cases

Case Name

In charge person

Discuss in Class

L’oreal

Kate

Y

Nectar

Tanya

N

Land Rover

Tanya

Y

The Birth of Swatch

Kate

Y

Marvel

Sahar

Y

Real Madrid

Azar

N

Innovation at Progressive

Azar

Y

Starbucks

Sahar

N

Yihaodian

Azar

N

Zappos

Tanya

Y

Google and google ad

Kate

N

Omnitel

Tanya

N

Pilgrim Bank

Sahar

N

Rohm and Haas

Azar

Y

Zara

Sahar

Y

Case

Introduction

Consumer Buying behavior

Product/Service

Price

Distribution

Promotion

Consistency

Segmentation

Land Rover

Marketing=product. Company is applying horizontal and vertical differentiation. Also company applying social marketing: corporate sponsorship (high responsible retailer of off-road vehicle).

On the behavior of consumers influence cultural variables. Consumer of Land Rover is person who appreciate british brand, uniqueness (heritage of british empire).  Us consumers unlike UK were less knowledgeable and sophisticated. Also social variable such as social group (loyal customers organize clubs of people who owns the car. Personal factors (buyers are wealthy, educated, married, no children). Psychological factors (consumers buy Land Rover based on emotions, they are irrational)

Land Rover is consumer durable good.  Features: reliable (off-road capability), quite safe, luxury, BUT is not economical (as SUV should be), comparable low space, not convenient.

Company established a strong brand by creating a brand culture, used strategy of brand extention.

Land Rover positioned itself as a luxury and unique car, so it was really high priced (4 times richer consumer then average american). Price was included in the add (nothing to hide and tells about the status of owners).

Company sold its cars through retail centers. It pushed retailers to sell Land  Rover only. Retailers should be knowledgeable to deliver history and service to the consumer. Company worked through a limited network of premium-car dealership to perceive exclusivity of the brand and guarantee higher profit to franchise partners.

Company used advertising and PR in its marketing strategy.

It clearly defined its customers who is irrational, so add is emotional: luxury car alternative, the best off-road vehicle (you can go everywhere), price in add (nothing to hide). Introductory campaign doesn’t include people – not restrict consumer audience. Add is creative, huge advertisement budget.

PR established a brand in the mind of consumers. They used specific events to generate press, support and reinforce image of the brand (Range Rover):corporate sponsorship, experience marketing programs (driving school), auto shows, road tests and other promotional events.

Overall marketing strategy is consistent with price and distribution strategy. Emotional add – high price – exclusive distributors – history around brand to create loyal customer base and charge high price.

Land Rover consumers divided on 2 segments: 1) yang, affluent, childless adults. They wanted vehicles unique and different and set them apart from the masses. 2) Conservative buyers who were more interested in vehicles that were smart and functional. It is family buyers who need practical transportation solution and appreciated safety features.