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Jaguar Cars - Essay Example

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Marketing mix in general is a combination of marketing tools that a company uses to satisfy customers and take care of company objectives. This mix produces "the offering" for the consumer. Traditional marketing mix concept, first proposed by McCarthy in 1960, consisted of Product, Price, Place and Promotion (better known as the 4Ps)…
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Jaguar Cars

Download file to see previous pages... Product: Jaguar car is the product in this case. The new XK is available as either Coupe or Convertible, with the option of a normally aspirated 4.2 litre V8 engine or as the Supercharged R version. The XK 4.2L V8 Coup is a 6-Speed automatic car with acceleration 0-60 mph in 5.9 sec with a top speed of 155-250 Kmph. Its fuel efficiency is around 17 kmpl. The company proudly pronounces that Jaguar is dramatically beautiful, powerful and luxurious car. Its available in different variants like Coupe or Convertible, 4.2 litre V8 XK or Supercharged XKR. Ford focuses on its exhilarating lines and muscular intent in next-generation lightweight aluminium to attract the young consumer. Its interior too is designed quite aesthetically. A cockpit designed around the driver - intuitive controls, inspired by a sporting pedigree and tailored to respond precisely on demand. The XK features a host of intelligent technologies, each engineered to empower the driver and enhance the pleasure of driving. Jaguar has axed its S-Type model and replaced it with a new sports saloon called the XF.
Place: The Ford Europe and Premier Automotive Group (PAG) recorded strong revenue growth in fiscal 2005. The Ford Europe and PAG primarily include the sale of Fordbrand vehicles in Europe and Turkey as well as sale of PAG brand vehicles. Jaguar form an important component of this brand identity together with Volvo, Land Rover and Aston Martin. Revenues from Ford Europe and PAG reached $60,258 million in 2005, up 11.3% over 2004. Ford Europe and PAG accounted for 34% of total revenues. Growing Ford Europe and PAG has enabled the company to offset revenue decline in the Americas division. Therefore Ford strategically placed its Jaguar brand in UK and other EU nations. From the financial figures so far it appears that Ford's strategy has worked well. In fact, Jaguar pitted couple of its models against BMW, but The S-Type, which was launched as a direct competitor to the BMW 5-Series in 1999 was widely criticized for being overly conservative, and the model is now ready for being discontinued.

Price: The car is competitively priced. The base end 4.2 litre V8 Coup is available with a price tag of 59,995.00. In the fourth quarter of 2006 Ford suffered some losses owing to ending of its employee-discount pricing incentives, rising gas prices, and rising interest rates. Now a days the pricing strategy is also influenced by the growing trend of users purchasing used SUVs. Fuel economy plays a major role in deciding the price factor and attraction for the customers.

Promotion: Marketing communication in turn helps a company in building a brand, creating brand loyalties, increase in sales, cutting costs, etc. UK market is a very diverse market in general which caters to customers/ consumers from different walks of life, different cultures, ethnic groups and age groups. In today's market driven economy concept, the art of communication to existing consumers as well as prospective consumers takes a great deal out of the managerial brain storming sessions. Jaguar launched a wide ranging online and mobile campaign in September 2006 for its new XKR sports car, which was officially unveiled at The London Motor Show. Interactive marketing took the lead for the car's launch, with cinema and press advertisement backing up. There were ...Download file to see next pagesRead More
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