Micro Marketing of Rolls Royce

Topics: Marketing, Rolls-Royce Motor Cars, Rolls-Royce Pages: 10 (2981 words) Published: January 25, 2013

This assignment is on Marketing Strategy. This paper consists of the marketing strategy of Rolls-Royce Ghost, which is the latest model of Rolls-Royce motor car, one of the most famous motor car brands in the world. This paper consists of product profile, market offering by this product, environment affecting this product, marketing mix, segmentation, targeting, and differentiation and positioning, SWOT analysis, Product classification, branding, pricing strategy and sales promotion of this product. This paper also offers the answer of some question, for what the customers will buy this product, how they capture value from the customers and so on.

Product Profile

The Rolls-Royce Ghost is smaller luxury 4-door saloon automobile from Rolls-Royce Motor Cars. The "Ghost" nameplate, named in honor of the Silver Ghost, a car first produced in 1906, was announced in April 2009 at the Auto Shanghai show. Ghost is the essence of Rolls-Royce in its simplest, purest form. Every inch delivers on the power of simplicity. The new Rolls-Royce Ghost is the Phantom’s baby brother, although it’s hardly little at more than 212 inches long. Powered by a engine which is a 6.6-liter, direct-injection, twin-turbo V12 with variable valve timing producing 563 horse-power and 575 pound-feet of torque mated to an eight-speed automatic transmission. The car weighs 5,445 pounds (2,470 kg). Its length-height ration is 2:1.Rolls is predicting a 0-to-60-mph time of around 4.7 seconds. The Ghost was designed by Ian Cameron and Charles Coldham (interior) and engineered by Helmut Riedl. Manufacturer of this car is Rolls-Royce motor car company which is a concern of BMW group; Germany. The production model was officially unveiled at the 2009 Frankfurt Motor Show.

Rolls-Royce Ghost -A want:
Want is something a person would like to have. Wants are the form of human needs take as they are shaped by cultural and individual personality. Though Rolls-Royce Ghost is designed as a less costly model than the previous model ’Phantom’, still Rolls-Royce is one of most costly cars. A car is not a ‘need’ for a general income person or less busy person but it is a ‘need’ for a busier person who can afford a car. But a Rolls-Royce is only luxurious cars which have a costly brand value. So a Rolls-Royce Ghost can never be a need, it’s a want for those who can afford it in the other words, who have demand for it.

Market Offerings by Roll-Royce Ghost:
Market offerings are some combination of product, service, information, or experiences offer dot satisfy a need or want. The Market offerings of Rolls-Royce Ghost are stated below… * Luxurious drive with simplicity:

Rolls-Royce is a renowned motor car brand that offers always luxurious drive. Roll-Royce Ghost is not exception at all. But with luxury it offers a lower price than the previous model of Roll-Royce Phantom. Ghost is the essence of Rolls-Royce in its simplest, purest form. Every inch delivers on the power of simplicity. * Handmade and hand finished Personalized features:

Rolls-Royce is not only hand built but also hand finished, and through the bespoke program, each car is customized to meet individual standards and satisfaction, including personalized features, such as your initials engraved in 24-carat solid gold interior features. It’ll be delivered according to how the customer demands it so the customer can get unique ownership experience. * Royal and Lavish Status:

The name of Rolls-Royce comes with the royal essence because it is the opulent choice of the rich and famous from the very first production of its car and Roll-Royce ghost is not an exception. Rolls-Royce Ghost stands as a lavish status symbol globally. * Dynamic drive, Spirit of Ecstasy, and surge of power: The Rolls-Royce Ghost also offers multi-sensory experience, more dynamic drive, Spirit of Ecstasy, and endless surge of power. Its new...
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