Creative Brief: Land Rover Range Rover Evoque - Case Study Example

Creative Brief: Land Rover Range Rover Evoque What is the product? Land Rover Range Rover Evoque is a newly designed car for urban stand out with various models that suit the customer’s unique preferences, and a variety of features. Land Rover has the following models of Range Rover Evoque; Range Rover Evoque Pure, Pure Plus, Pure Premium, Prestige, Dynamic, and the Autobiography. Each has its unique distinguishing feature for its targeted customers. For example, Range Rover Evoque Prestige is designed for customers who love to appreciate the good looks of the interior style as well as of the external style. The Autobiography, for example, has 20 inch forged wheels, a unique Atlas finished grille, and an elegant look (Land Rover). The cars have driver friendly features that provide the customer with the most out of every day. Some of the features are; keyless starting capability just in case one forgets his or her key somewhere in the office, USB port for MP3 players of iPods, studio quality sound for entertainment, and an HDD Premium Navigation System with Surround cameras and Park Assist. Range Rover Evoque is designed to keep the customer connected to the city, and to be capable in all situations. It is also designed to overcome all obstacles such as snow and ice, rain, curbs, and potholes, and is lighter and more efficient (Land Rover). Who is the Competition? Land Rover Range Rover Evoque belongs to the following product categories; Luxury Compact SUVs, Luxury Crossover SUVs, Luxury SUVs with 2 Rows and Off-Road SUVs. It is ranked 6th among the Luxury Compact SUVs, 11th among the SUVs with two rows, 5th among Off-Road SUVs, and 13th among Luxury Crossovers SUVs. The main competitors are; Acura RDX, Audi Q5, Volvo XC60, Infiniti QX50, BMW X3, Cadillac SRX, Mercedes-Benz GLK-Class, and BMW X1 (US News (a)). These competitors are a threat to Range Rover Evoque because of their overall ratings in; performance, safety, interior styles, reliability and critics rankings. Acura RDX, for example is ranked first among the Luxury Compact SUVs, while Audi Q5 is ranked third. These cars also have their unique features that may make them more attractive to the consumers. Acura RDX, for example, is considered the most versatile, has user-friendly technology features, and a spacious interior. It was named the best Luxury Compact SUV for money because of its best combination of long-term ownership costs, positive reviews, and price. Audi Q5, on the other hand, is the best Luxury Compact SUV for families. It also has distinctive characteristics such as; a very powerful turbocharged four-cylinder engine, a refined base engine, agile handling, and a premium interior (US News (b)). One weakness with all these SUVs is that they do not have the specific features that will suit the preferences and tastes of the customers. Audi Q5, for example, has a confusing infotainment system. Infiniti QX50 has minimal cargo space and limited rear-seat legroom. Acura RDX has numb steering, while BMW X3 has high base price. Land Rover Range Rover Evoque, on the other hand, has great handling and braking, many standard features, high quality interior, but poor rear visibility (U.S News (b)). Who are we talking to? Land Rover is an international company, therefore, targets consumers from all over the world. The Range Rover Evoque is an SUV car, and as described above, various features distinguish it from others, and position it in the market. It is intended for consumers who love luxury, but with additional performance features. The car’s different models are targeted at different customer tastes and preferences, for example, the Autobiography with an elegant and stylish feel; and the Dynamic with unique bumpers, sports interior, optional spoiler and roof colors, and sills and tailpipes (Land Rover). The cars are also meant for customers of almost all ages. Much focus, however, is on 30 to 40 years, who are likely to be the majority. The Vogue designs, models and sleek appearance, also target female customers with the expectation of 50 to 50% split with the male customers because of this feature. For those who love environmentally friendly and fuel economizing cars, Range Rover Vogue considers them and hopes to capture such markets. Range Rover Evoque appeals to a wide range of consumers. These can be seen in its wide variety of designs, features, models, and capabilities (Land Rover). What consumer need or problem do we address? The Range Rover Evoque has some common features with other compact SUVs, but it also has its distinguishing features which target consumer needs. The Range Rover has a standard 4-wheel drive, which most compact SUVs do not have. This is because of the off-road heritage of the Rover brand. The SUV also has gained fuel efficiency and will return 30 mpg and 21 mpg on the highway in the city respectively. This level of efficiency is an improvement to the previous Evoque which could save two mpg and one mpg less in the highway and the city respectively. This means an improved SUV mileage, better than its competitors such as the Acura RDX, and the BMW X3. Other unique features are; a new 9-speed automatic transmission, updated interior trims, revised wheel designs, and two new pieces of technology; adaptive cruise control, and dubbed Intelligent Parking Assist (AutoTrader). What does the consumer currently think about us? Some customers are satisfied with the product, while others do not like the performance of some features. Some customers think that Evoque was meant to attract consumers who rank content, style, and fuel efficiency above departure and approach angles. They think it has advanced design and excellent engineering. Some, however, think that the car has great looks with very poor engine, accompanied with turbo jumps (Ouwersloot and Tudorica). In order to know more about what the Range Rover Evoque consumers think, an assessment of their views can be done through interviews or surveys. The surveys can focus on what the customers find amazing in the car, and the problems that they experience. What one thing do we want them to believe? We want the customers to believe that the company minds their concerns. For example, there were complains about the 2013 Range Rover Evoques fuel efficiency. This has been improved, and the 2014 Range Rover Evoque will have more improved fuel efficiency. Complaints received about engine problems can also be dealt with, and the car engine improved to customer expectations. What can we tell them that will make them believe this? The company should show proof of Rovers concerns for the consumer. This should contain Evoque’s features and how the features address consumers’ needs. Fuel efficiency that has been developed for the 2014 Evoque can be a perfect example. The advert should show how fuel efficiency was low in the previous models, but because of consumer preference, it placed more effort on developing what the consumer needed. What is the personality of the advertising? In a business, it has been found that consideration of personality yields more results than consideration of demographics when it comes to advertisements. Advertisement messages should appeal to the customer. In this case, the Range Rover Evoque should appeal to those who love style, content, fuel efficiency, and beauty. By use of consumer personality, Range Rover Evoque will be creating a brand personality which will distinguish the brand from others. It will express the emotional side of the brand image. The advert plays a very important role in the creation of brand personality. It is responsible for passing down the message containing the values, and other personality traits in a brand. The advert defines the customers. If they like value, the advert will show it. If a product is meant for extravagant people, it will show how the product appreciates the extravagance in an individual, and let it bond with the consumer (Ouwersloot and Tudorica). Range Rover Evoque can build brand personality using an advertisement. Examples of phrases that can be included in the adverts are; Range Rover Evoque, your beauty, value, and uniqueness expressed in broad daylight; Range Rover Evoque feels the comfort, or Range Rover Evoque your desired luxury car. Works Cited AutoTrader. 2014 Range Rover Evoque Returns 30 MPG Highway.2014. Retrieved from: http://www.autotrader.com/research/article/car-news/217245/2014-range-rover-evoque-returns-30-mpg-highway.jsp Land Rover. Land Rover Range Rover Evoque. Retrieved from: http://evoque.landrover.com/us Ouwersloot, Hans and Tudorica, Anamaria. Brand Personality Creation through Advertising. Maxx Working Paper Series.2001. Retrieved from: http://arno.unimaas.nl/show.cgi?fid=478 US News. (a) 2013 Land Rover Range Rover Evoque.12/13/13. Retrieved from: http://usnews.rankingsandreviews.com/cars-trucks/Land-Rover_Range-Rover-Evoque/ US News. (b) SUV Rankings: Luxury Compact SUVs. 2014. Retrieved from: http://usnews.rankingsandreviews.com/cars-trucks/rankings/Luxury-Compact-SUVs/ Read More