Land Rover North America, Inc
...ce’s mind. The Discovery and Land Rover brand should be positioned as luxury car alternatives with rich histories and superb off-road capabilities designed for the crème-de-la-crème of consumers: affluent, intelligent, practical, unique, full of character, and seeking to empower themselves through adventure and exploration during their driving experiences. The Discovery and Land Rover brand should, in effect, convey the following message: you are what you drive. LRNA must also determine what marketing mix to utilize and how much of its marketing budget should be allocated to each media strategy. First, we would advocate increasing the marketing budget to approximately $30 million to better position LRNA against our competitors. Since our target consumers are educated, married males in the 35-64 age group with annual incomes of $100K or above, we would suggest allocating sixty percent of our budget to advertising through television and print ads with a 65-35 split between the two. Ads should present the dual nature of the Discovery and Land Rover brand as rugged, exciting, but safe vehicles equally adept at handling the challenge of the jungles of Madagascar and the challenge of the city highway with your children onboard. Print ads would be placed in business and news magazines as well as national newspapers such as The New York Times, Wall Street Journal, Financial Times and Washington Post. We would stress corporate advertising of the Land Rover brand as opposed to individual models to increase overall brand awareness. The remainder of the marketing budget would be split between corporate sponsorship, pr activities and experience marketing. We would recommend continued sponsorship of the Camel Trophy and the “La Ruta Maya Expedition” as well as smaller pr events like the Virginia Cup Tennis Challenge, equestrian trials/polo matches and the ascent up New Hampshire’s Mt. Washington. Automotive reviewers and other opinion leaders would be invited to these events at no cost to them. Since the Land Rover Driving Academy yields little to no profit, we would recommend cutting this program. However, we would recommend developing an offshoot of this program that is shorter in duration, lower in operating costs, and provides more practical training such as driving basics and driving under harsh weather conditions because we think consumers will be more likely to opt for a program that addresses their normal driving conditions as opposed to off-road conditions. We would not recommend promotions such as the “Champagne Invitational Preview”, direct mailin...