Marketing at Jaguar - Presentation to Download
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Just back from our great two-day CPD event for BTEC teachers at the stunning Jaguar Visitor Centre at Castle Bromwich. I jotted down the following notes from a great talk given by Adam Henderson from the Jaguar marketing department today - ideal material for the BTEC National marketing units and plenty of crossover too for other business courses…
My notes are transcribed below.
Here are the downloads for Adam’s presentation and the videos he showed:
Jaguar Marketing Presentation - PowerPoint
Jaguar Brand Film (WMV format)
Jaguar XF Advert
Marketing at Jaguar (Adam Henderson)
=============================
Key points
Marketing, sales and service are three equal partners: no one function dominates
“If we don’t sell cars, we don’t exist as a business”
Brand essence - “a racing heart”
Communication strategy -“new fashioned luxury”
Competition - there isn’t a bad car out there, so Jaguar has to differentiate to compete effectively
Marketing via social networks - was an important part of the launch of the XJ
Marketing is split into two sections
(1) Fixed marketing - tradtional advertising & brand promotion activities, which vary depending on which tier they are targeted at
Three tiers ranging from national (brand positioning)l to local (eg dealers)
(2) Variable marketing - tactical work to win individual customers (e.g. offering them individual discounts, extra / special car features) in order to close the sale
Marketing mix
Jaguar uses every technique available - intensive competition
Spend on digital has overtaken traditional advertising
Big focus on search engine optimisation
Track days - experiential marketing in action - very successful
CRM (customer relationship management) - the glue that brings markething together
Events - invest in attending relevant events to reach target customers
Brand partnerships - with other luxury brands
Sales funnel: 1.2million contacts turn into 2000 sales
Case study - takeover of Terminal 5 - targetting high net worth individuals
Train station takeovers are next - targetting environments where their customers are
Q&A
Marketing focus has been about bringing in new customers
Lots of work with the NSPCC
Tata ownership - more drive & enthusiasm; has been great for the business
Do Jaguar target women? Trying to reach women in the city, but brand still predominantly male
Marketing budget is £25million +
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