In our previous article, we learned in detail about the marketing strategy of Comprehensive Marketing Strategy of BMW. In this article, we are going to elaborate on the marketing strategy of Land Rover – One of the best luxury automotive companies.
Land Rover is a division of the British multinational automotive company Jaguar Land Rover Automotive Plc. It creates high-end automobiles. We will focus on Land Rover’s marketing strategy in this case study. This article analyses a few marketing strategies used by the company to give you an idea of what they have been doing.
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This blog will go over the marketing strategy of Land Rover in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we dive in.
Let’s start with a quick synopsis of the business.
About Land Rover
Land Rover is a British luxury manufacturer of cars, began as Rover Company in 1885 manufacturing bicycles in Warwickshire, England. After a few ownership changes throughout its existence, Land Rover and Jaguar Car were finally owned by Tata Motors, an Indian giant automotive manufacturer in 2008 and became Jaguar Land Rover Limited in 2013.
Land Rover produces any type of SUV Car such as Range Rover Family, Electric Plug-In Hybrid, Discover Family, Defender Family, Special Vehicle Operations and Land Rover Classic.
Land Rover decided to use life cycle assessment for their future product research and operations with the product developments.
Land Rover is famous for manufacturing unrivaled capabilities cars and the advancement of technology that is suitable for adventures everywhere. In 1948, the first Land Rover production was Series I, which originally appeared at the Amsterdam Motor Show, and the full production continued in Solihull.
| CEO | Thierry Bollore |
|---|---|
| CMO | Lennard Hoornik |
| Area Served | Worldwide |
| Industry | Automotive |
| Market Share/ Revenue | 0.93% (2019) |
| Vision | Our vision is a world of sustainable, smart mobility. We must create a world in which we will all live safer, better, lives. |
| Tagline | “Above & Beyond”. |
Current news about the brand
- Jaguar Land Rover posts Q4 cash flow about $1 billion
- Jaguar Land Rover partners with Tata Technologies to accelerate its digital to accelerate its digital transformation.
- Jaguar Land Rover ups electric investments to catch up in EV race
- Jaguar Land Rover partners with Wolfspeed Inc. for silicon carbide semiconductors supply for EVs.
- Land Rover opens bookings for Defender plug-in hybrid in India
Buyer’s Persona
Name:
Amid Hussain
Place:
Goa
Age:
31 years
Profession:
IT Sector
Motivation
- Body options
- Off-road abilities
- Cool factor
- Ease of Maintenance
Interest & Hobbies
- Traveling
- Driving
- Playing Soccer.
Pain Points
- Inconsistent information on social media channels.
- Expensive
- Stock Availability.
Social Media Presence
- Tinder
- Youtube
Marketing Strategy of Land Rover
Land Rover was among the first in the industry to study consumer behavior and effectively respond to it. The company primarily adopted a market segmentation policy to meet the needs and demands of different sections of society.
Segmentation, Targeting, and Positioning
Segmentation aids in the knowledge of distinct groups based on comparable tastes and preferences in the population, allowing for the development of a strategy to promote offers accordingly. Land Rover’s segmentation approach includes psychographics, demographics, and geography.
It is targeted at upper-class clients, professionals, and executives from wealthy families, as they are the people who will be able to purchase a Land Rover. It employs a strategy of selective targeting.
Positioning: A luxury vehicle manufacturer’s success depends on having a strong brand and a great image. The British premium automobile maker positions itself as an experienced car company by integrating cutting-edge technology that not only satisfies its consumers but also puts it ahead of its competition in terms of competitiveness. Land Rover has a value-based positioning strategy.
Marketing Campaign
Marketing campaigns use various media to advertise items, including television, radio, print, and online. Demonstrations, video conferencing, and other interactive approaches can be utilized in non-advertising campaigns.
Land Rover does most of its campaigns on YouTube with 825K subscribers. Some of their most famous YouTube campaigns are given below.
Will the Evoque’s famous Range Rover capability be enough to help it rise to the occasion when the mother of all speed bumps is installed by ‘city planners’? This was a very famous campaign for showcasing a 4×4 wheelset. It was a very successful campaign that led to an increase in sales in the UK.
In a demonstration of towing capability, Land Rover’s Discovery Sport SUV hauled three luxury train carriages weighing more than 100 tonnes along a railway track, stopping onlookers in their tracks.
The tiny Discovery Sport’s pulling strength was put to the ultimate test during a 10-kilometer excursion through northern Switzerland’s Rhine area. Despite having a certified maximum towing weight of 2,500kg (2.5 tonnes), the Discovery Sport was able to pull 60 times its weight thanks to Jaguar Land Rover’s V8 engine.
180PS Ingenium diesel engine providing 430 Nm of torque. The stunt was also made possible by Discovery Sport’s use of Land Rover’s suite of traction and towing technologies, including Terrain Response, Tow Assist, Tow Hitch Assist, and All-Terrain Progress Control, a partially autonomous off-road driving system that controls engine output and brakes. As a utility car and to demonstrate the engine’s power, this was a fairly well-known advertising campaign.
Land Rover “The Land of Land Rovers” by Spark44
On the occasion of the 70th anniversary, Land Rover organized the trip deep into the Himalayan. In the campaign, they travel to this remote area of India, with the classic series of Land Rover back in 1957. The film introduces villagers in Sandakphu, which sits at an altitude of 3,636m down a steep and rocky track and is only accessible by using a fleet of vehicles.
Digital Marketing Strategies of Land Rover
Land Rover is very active in the social media space and has a good fan base across all major platforms like Twitter, Instagram, and Facebook. It has the highest number of followers on Facebook followed by Twitter and Instagram respectively. The marketing campaigns, brand offers, happy customer stories, and many more are posted on their social media accounts.
Land Rover is present on almost every social media platform like – Facebook, Instagram, Twitter, and Linkedin.
| Platform | Followers |
| Youtube | 825K |
| 16,043,722 | |
| 8.8m | |
| 903.1k | |
| 791,476 |
Land Rover has the most followers on Facebook, but they mostly run their campaigns on YouTube.
They post about the new launches of their car and their car’s performance in tough terrains. If you check out Land Rover’s posts on Instagram you will see that their posts are really aesthetic and visually appealing that can easily attract a wealthy user to become a customer of Land Rover. The captions used for posts are crisp and short which directly define the image and resonate with the brand. The posts and stories on Facebook and Instagram are similar.
On the other hand, the posts on LinkedIn are more about corporate-related, partnerships, achievements, and collaborations with other businesses as LinkedIn is a professional platform meant to be used for professional interactions. The company also posts job opportunities on the platform.
SEO Strategies
Land Rover has a great SEO Strategy. it has 57,943 organic keywords which is a great number in SEO and the traffic on the website is 2.2m a month is an amazing number.
Land Rover employs an SEO approach to the best degree possible. As we’ve seen, the majority of its traffic (more than 75 per cent) originates from internet searches. Land Rover is responsible for 95.44 percent of organic traffic, with the remainder coming from sponsored advertising programs. This demonstrates that Land Rover is fuelled by a flawless SEO approach as well as putting in the necessary effort to maintain the brand flying in the Google organic SERP rankings.
Influencer Marketing
When a business collaborates with a social media influencer to promote one of its products or services. Some influencer marketing collaborations are less tangible than that; companies just cooperate with influencers to raise brand awareness.
Land Rover does not prefer influencer marketing and in its marketing campaign, it never used any influencers.
E-commerce Strategies
The strategies you plan to utilize to promote your online business and increase sales are referred to as an eCommerce marketing strategy.
Land Rover does not sell online but they prefer office showrooms, they use their website to show the nearest location of their showroom.
Mobile Apps
Instead of being used on desktop or laptop computers, a mobile app is a piece of software created specifically for use on small, wireless computing devices like smartphones and tablets.
Land Rover in control remote (It is just for operating car feature)
It helps to connect with your car, wherever you are. In all connected markets, a renovated and revamped InControl Remote Version 2 has been available for download from 2019.
Version 1 of the InControl Remote App will be discontinued and removed from app stores internationally in July 2022 to guarantee that their clients have access to the most up-to-date features and benefits.
Content Marketing Strategies
The brand uses effective content marketing strategies to engage audiences by increasing their knowledge in the auto field to make rational buying decisions and thereby in the process portray the superiority and the value brought forward by Land Rover cars. Multiple blogs and posts on both the company website and platforms like Twitter to educate users and show the added privilege of being their customer are showcased.
Top 5 competitors of this brand
- BMW Group: BMW, also known as Bayerische Motoren Werke AG, is a German multinational automaker with its headquarters in Munich, Bavaria.
- Audi: The headquarters of the German luxury vehicle company Audi is located in Ingolstadt, Bavaria. In nine manufacturing plants across the world, Audi produces automobiles as a division of its parent business, the Volkswagen Group.
- Mercedes-Benz is a German luxury and commercial vehicle automotive company that was founded in 1926. Mercedes-Benz is also occasionally referred to as Benz. The headquarters of Mercedes-Benz AG are in Stuttgart, Baden-Württemberg, Germany.
- Aston Martin British automaker Aston Martin creates svelte luxury vehicles that have appeared in numerous James Bond films. The car company was established in 1913.
- Tesla Austin, Texas serves as the corporate headquarters of the American automotive and clean energy business Tesla, Inc. Tesla creates and produces electric automobiles, solar panels, solar roof tiles, stationary battery energy storage devices from the home to the grid, as well as related goods and services.
Examples of a failed campaign or backlash from the viewers
Jaguar Land Rover has collapsed in diesel vehicle sales in Europe due to the Volkswagen emission scandal
United Kingdom’s exit from the European Union, which accounts for more than 50 percent of UK car exports has added to the pain by depressing sales and investment
Due to this Land Rovers production fell by 16 percent last year to around 450, 000 vehicles
The company has axed more than 6000 jobs in recent months as part of a 3.2 cost-cutting plan
Suggestions for better campaigns
Land Rover can use YouTube for its marketing campaigns. It can successfully launch its vehicle by showing its different features in multiple landscapes like the Himalayas etc.
This ends the elaborative marketing strategy of Land Rover. Let us conclude our learning below from the marketing strategy of Land Rover.
Conclusion
In a case study of the marketing strategy of Land Rover, as we now know Land Rover has a unique marketing strategy of showing that their cars can perform well in any terrain and can tow anything, they convey their message through running stunt base advertisements, they mainly use youtube platform for their marketing campaign. Not only YouTube, but Land Rover uses Instagram and Facebook to promote the brand.
Land Rovere has incorporated digital marketing in a commendable way. Its marketing largely depends on digital platforms and through this case study, we can comprehend that there is a balance between organic and paid digital marketing campaigns for the company.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enroll in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. We hope this blog on the marketing strategy of Land Rover has given you a good insight into the company’s marketing strategies. If you like such in-depth analysis of companies just like the marketing strategy of Land Rover check out our IIDE Knowledge portal for more fascinating case studies.
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