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PRESENTATION ON FERRARI 458 ITALIA

ITS NOT JUST A CAR, ITS A DREAM

Presented by: Bikram Prajapati Nishambhava Shakya Pawan Shrestha Mukund Raj Pant

Introduction
Ferrari is a myth and a legend in the automotive industry. The Ferrari tale is one of an astounding and unique worldwide success. An unparalleled one.

Ferrari success cannot be measured in terms of revenues and sales, or in terms of market capitalization.
Probably the Ferrari brand is worth more than the Google brand, the Apple brand, Nike, GE, IBM, BMW, Mercedes, Exxon, Shell, or any other brand.

Ferrari never spent a penny in communications or in advertisement. Ferrari is a typical "no marketing" winner. In reality they did a great marketing "unawarely". Passion is their marketing.

History

Ferrari was founded in 1929 by Enzo Ferrari( 1898 1988) under the name Scuderia Ferrari.

Started producing street legal vehicles in 1947 as Ferrari s.p.a The Logo known as Carallino Rampate meaning prancing horse. Has a symbol S.F. for Scuderia Ferrari. Present Scenario Luca di Montezemolo is - The Chairman, Piero Ferrari is The ViceChairman

Best model of the Ferrari


FERRARI 458 ITALIA

Introduced in 2009 at the Frankfurt Motor Show. Production and sales started in 2010. Sold about 1200 copies.

Gathered all the possible International awards in its category during

its short career. I Its V8 was voted Best Performance Engine and Best Engine Above 4 Litres.

The Ferrari 458 Italia is powered by a 4.5 L V8, engine It produces a respectable 562 hp at 9,000 rpm and 540 nm at 6,000 rpm. The V8 in the Ferrari 458 Italia is the current world record holder for the most powerful V8 engine to offer the most power per liter in a production car.

INTERIOR DESIGN
The design includes a new steering wheel attached to the dashboard. The Ferrari 458 Italia, being an automatic, the dual pedal shift sits pretty behind the steering wheel.

EXTERIOR DESIGN
The car has been built aerodynamically Light weight material used for more speed. The down force produced by the body design is 140 kg at 124 mph. Stylish design and two door sports car.

Different advanced setting than other.

The marketing mix


PRODUCT:
PRICE

Ferraris success is obviously based on a regular supply of new and ever-more exotic models. Carrazzeria Scagliette- program to allow clients to personalizing their cars
PLACE

least expensive Ferrari: 360 Modena-$170,200 and most expensive Ferrari: Enzo- $700,000 price of Ferrari 458 Italia: $ 240 Thousand Although Price is just a Number

PROMOTION

Main Factory located in Maranello The Ferrari theme park in Abu Dhabi

F1 advertise through their use of F1 racing car Merchandising. Reputation Relay on words of mouth Ferrari knows well of their client base

Marketing Strategy
Ferrari is known and is highly valued everywhere in the world. From the US to Japan, from Germany and Switzerland to India, to France, Australia, New Zealand, Russia, Brazil and Argentina.
Yet, Ferrari never spent a penny in advertisement. Sell less cars to keep up the appeal. Ferrari dealers cant order cars for inventory, as every car must be pre-sold to a client, which creates demand. In essence, Ferrari Marketing Strategy is - consistently building the brand, eventhough most of people may not be able to relate and realize its strategy.

STP
SEGMENT: Sports car for the elite customers. Fast car lover Drive like a star TARGETING: Targeted towards elite class customers seeking for a brilliant sporty driving experience. POSITIONING: Positioned as a sports car which has latest innovations and delivers the best performance in the segment. garnered over 30 international awards in its short career. Wealthy people around the world are snapping up Ferraris and the company is worried the brand might lose its appeal as a symbol of rarefied luxury

SWOT Analysis
STRENGTH
Equipped with HELE (High Emotion, Low emission), providing reduced emissions and increased performance Gears are in form of paddles behind steering providing shortened gear ratio in synchronization to the engine performance Smooth Transmission, also available in automatic mode Very light alloy used in manufacturing providing structural firmness Top Speed 325 km/h (202 mph) (mph) Strong road presence Stylish design and aerodynamic requirement Unique product than other Ferrari series.

WEAKNESS:
Small and niche segment of expensive sports cars means limited market share Doesnt have a strong presence in emerging economies despite having a great market potential. Very much expensive . Not suitable for all type of geographic area Long waiting cost

cont

OPPORTUNITY
Increasing pride in owning Ferrari car Increasing demand in the elite class Leveraging the owners group network to reach potential customers Augmenting the distribution and service network Technology innovation powered with the V8 engine

THREATS:

Various custom policies in some countries making purchase a long & tiring procedure Global market share Product innovations and frugal engineering by competitors Tough competition from other iconic super car brands like Lamborghini & Porsche

COMPETITION: The major competitor of Ferrari 458 Italia are: Lamborghini Gallardo. Gallardo LP560-4 is the living, Bentley Continental Mercedes has revised the SLS AMG GT V-8 coupe direct-injected 500Mercedes Benz SLS AMG

screaming proof that Lamborghini is taking its future very seriously indeed. it is a faster, lighter, more powerful version of the Gallardo, it is also the cleanest, most economical and ecologically efficient car that Lamborghini has ever produced. Estimated price: 146,400 165,480

for the latest model year, ratcheting up the power of its 6.2liter V8 ever so slightly, firming up the suspension and also adding new wheels The SLS AMG GT comes standard with dual front, side, knee and side curtain airbags in addition to traction and stability control systems. Focused on "Comfort," "Sport" and "Sport Plus. Estimated price: $199,500 $206,000

hp, 4.0-liter turbocharged V-8 The new GT V-8 coupe offers 12 percent less power and 6 percent less torque than the 12-cylinder model 8-speed automatic with manual shifting mode focused on environmentally friendly technology as on power. Estimated Price: $176,000

Success breeds success, so Ferrari is a cash cow at the current time, Bentley booms in the good years, Maserati and Rolls make little profit, and Aston and Lamborghini often lose money.

Thank You

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