Analysis of the marketing strategy

Jaguar XE

PIERRE MELION
SANIL NAIK
LINH CHI LE
NEHA MULCHANDANI
NEHA GUJRANI

N0427448
N0658759
N0660583
N0659466
N0659052

COMPANY PROFILE

British car manufacturer

Jaguar is considered as the biggest investor in automotive research, development and

engineering in the UK (Mintel, 2015).

1922
William Lyons and
William Walmsley

1989
Ford

2008
Tata Motors, India

*Jaguar is considered as the biggest investor in automotive research, development

and engineering in the UK (Mintel, 2015).

MARKETING OBJECTIVE
1. Reach out to the affluent millennial customers
2. Provide a solution to the entry level premium car market
3. Sustainably upholding the brands cultural heritage and vision

SWOT ANALYSIS
STRENGTH

Sustainability
High cultural heritage value
Increased depth of product line
High investment in R&D and
promotion
Intensive aluminum architecture (XE)

WEAKNESS

OPPORTUNITY

Growing luxury hybrid car market

Increasing number in affluent young
customers
UK economy recovering from
recession

Not for performance orientated

customers
Confined interior
Low product line

THREAT

Strong competition from other

automobile giants

Customer may

THE MARKETING MIX: PRODUCT

Anatomy of the Jaguar XE

Transportation

Delivers Great
Performance
Advanced Engine
Technology

Advanced
Features

Sleek & Strong Exteriors

Advanced
Sports Saloon

Prestige

Driving Assisstance
Features
State of the Art
Aluminium intensive
architecture

Advanced In-Car Techology (HUD

Display, In-Car Wifi)

Classification

Specialty Product (User-based)

Durable (Product-based)

Jaguar The Brand

Product Line & its depth (Umbrella

Branding)

Brand Positioning

Brand Heritage

Brand Reflection

Brand Personality

Style

Made To
Order

Comfortable & luxurious interiors

Quality

Luxury

Reliability

Dependability
British Heritage and History
Table 2: Product Anatomy

PRODUCT

BCG Growth Share Matrix

Relative Market Share

Low

High

High

Low

Market Growth

Problem
Children

Table 3: BCG Matrix (Data Source: Mintel)

Product Life Cycle

PLACE
Structure:

Jaguars
national sales
(Producer)

Authorized
dealers
(Retailer)

Strategy:

- Indirect, short, one level channel

- Selective distribution but remains exclusive
- Vertical marketing system

Final
customers

PLACE
Factors affecting Jaguars choice for distribution strategy
Market
Manufacturing

Buy in person, specializations, less price conscious

Capital intensive, narrow product mix, high desired level of control
over distribution channel

product

Complex, add on services, heavy transportation cost

Competitive

No competitive advantage lies on distribution channel

Distribution
intensive

Selective distribution, but remains exclusive (contractual

relationships)

PLACE
Factors affecting Jaguars choice for distribution
strategy:

BUYER: Buy in person, specializations, less price conscious

MANUFACTURING: Capital intensive, narrow product mix, high desired level of

control over distribution channel

PRODUCT: Complex, add on services, heavy transportation cost

COMPETITION: No competitive advantage lies on distribution channel

DISTRIBUTION INTENSIVE: Selective distribution, but remains exclusively

(contractual relationships)

PROMOTION
(Menon, 2014)

PR

Mass
communication

Sponsorship

Advertising
Advertising

- XE helicopter launch over London

- Integrating Jaguar in James Bond films

- Wimbledon
- Sky cycling team
- Invictus games

- Commercials emphasize brutishness

- Market competition referencing

The launch of a new marketing campaign aims to increase awareness of the brand amongst a new
audience (Indiantelevision.com, 2012)

PROMOTION
Facebook, Instagram, Twitter etc..
Use of PR to cause social media traffic

Use of social media to promote

commercial advertisement

Jaguar ask for personal details

(data) to be eligible for
catalogue.

Social
media
Online
marketing

(Anon, 2015)

Direct
communication

Personal
selling

Jaguar had the 3rd highest brand engagement levels on Facebook in 2012 (We
are social, 2015)

PROMOTION
Pull strategy

PRODUCT

PRODUCT

PRODUCT

PRICE

Price

Cost

Competition

Organization's
Objective

Geographic
location & Price
Tata Steel &
TACO

Market
condition

Consumer

Oligopoly
Market
Penetration

Quite high
Audi for eq
sold..

Income
elasticity

Current marketing strategy

Market penetration: Low price & high promotion
Geographic Pricing: Jaguar is a British heritage brand
and its production is based in Coventry, United
Kingdom.

CONCLUSION
The Jaguar XE targets a younger audience, whilst
using effective promotional strategies, and reaching out
to a larger customer base due to its affordability.
Innovative promotional strategy whilst maintaining its
cultural heritage to create innovative marketing
approaches to gain a larger audience.

RECOMMENDATIONS

CREATE A HYBRID XE / LIGHTER XE/ MORE

Enter more of the possible car markets, whilst using the brand as the selling point.

Look at hatch back vehicles?

Sponsor environmental projects eco/green/jaguar forest?

Offer charitable option/inclusion within the price of vehicles (sustainabilit, environmental

issues and the growth of economy/recession)

More development of App possibliities and mediums of communication to keep and

engage the customer by having them depemendant on the apps as in terms of a
neccessisty of compatibility for the vehicles and media platforms and devices.

Percived quality of product deamination

REFERENCE

Anon, (2015). [image] Available at: http://www.designboom.com/technology/supercharged-jaguar-xe-s-london-2015-09-09-2014 / [Accessed 27

Oct. 2015].

Jaguar UK | Luxury Sports & Executive Saloon Cars. (2015). [online] Available at: http://www.jaguar.co.uk/index.html [Accessed 27 Oct. 2015].

Indiantelevisioncom, T. (2015). Log in through your library or institution ProQuest. [online] Search.proquest.com. Available at:
http://search.proquest.com/dovciew/923973567 ? OpenUrlRefid=info:xri/sid:primo&accountid=14693 [Accessed 25 Oct. 2015].

Shearman, S. (2015. PG Tips is most engaged with UK brand on Facebook. {online} Marketingmagazine.co.uk. Available at:
http://www.marketingmagazine.co.uk/article/1121956/pg-tips-most-engaged-with-uk-brand-facebook#5X07ORwluMjClcft.99 [Accessed 27 Oct.
2015]

1. Matr., P, 2013. Cross-Border Cultural Challenges in Mergers and Acquisitions: The Tata Jaguar Case Available at:
http://tesi.eprints.luiss.it/10539/1/ciceri-piergiorgio-tesi-2013.pdf [Accessed on 25th October, 2015]

2. Available at http://newsroom.jaguarlandrover.com/en-gb/jaguar/news/2015/04/jag_xe_press_kit_270415/?b=2826&m=15976&dd=true&ct=NewsArticles&rs=
5&fr=41&allCounts=False&locus=
2

3. Jobber, D. and Fahy, J. (2015.) Foundations of Marketing 5th ed. London: McGraw-Hill.

4. Andr M. Everett, (2006),"Brand corrosion: mass-marketing's threat to luxury automobile brands after merger and acquisition", Journal of
Product & Brand Management, Vol. 15 Iss 2 pp. 106 120. Available at: http://www.emeraldinsight.com/doi/full/10.1108/10610420610658947