Marketing Mix of Land Rover and 4Ps (Updated 2023)

The Marketing mix of Land Rover analyses the 4Ps of Land Rover, including the Product, Price, Place, and Promotion of Land Rover. Nothing attracts people more than a classy SUV wheels rolling over the roads. Land Rover is one of the best four-wheeler brands in the market. Land Rover is the brand of Jaguar Land Rover, a British company. In 2008, its ownership shifted to the Indian-based company Tata Motors.

The very first Land Rover product was launched in 1948. Since its inception, the company has been known for its technological innovations and for delivering the best quality vehicles. The military grocery products influenced the whole idea of the rover.

Well, Land Rover company has many bigger competitors in the field who give a tough time to the Land Rover marketers and policy deciders:

• BMW
• Audi
• Cherokee
• Mercedes-Benz
• Porsche
• Ford

About Land Rover

• Type: The automobile manufacturer
• Industry: Automotive
• Founded: 1948
• Founder: Maurice Wilks
• Headquarters: Whitley, Coventry, United Kingdom
• Area served: Worldwide
• Key people: Thierry Bollore (Chairman) and Adrian Mardell (CEO)
• Number of employees: 39,787

Land Rover Product Strategy

Since its inception, the Land Rover has focused on high–tech and contemporary vehicles. They have a wide range of products coming up in the market. Its product line includes a wide range of SUVs and four-wheelers with energized engines. The Landrover vehicles are Defender, Range Rover, Range Rover Sport, Freelander, etc.

Range Rover Evoque has given the sheer competition in the market as it hits the list of cars with the contemporary design blended with the exclusiveness to hit the customer market. It has given vehicles that depict exclusiveness with sheer style and elegance, holding a bigger consumer market.

Land Rover’s product mix typically includes a range of luxury SUVs and off-road vehicles.

The product mix of Land Rover in 2023 is as follows(Source)

1. Range Rover: The flagship model is known for its luxury and off-road capability. It often features advanced technology and premium interiors.
2. Range Rover Sport: A sportier version of the Range Rover, it offers a balance of performance and comfort with slightly smaller dimensions than the flagship model.
3. Range Rover Velar: Positioned between the Range Rover Evoque and Range Rover Sport, the Velar is known for its sleek design and modern technology features.
4. Range Rover Evoque: A compact SUV, the Evoque is designed for urban driving but still maintains Land Rover’s traditional off-road capabilities.
5. Land Rover Discovery: Known for its versatility, the Discovery is a family-friendly SUV that offers a comfortable ride and significant off-road prowess.
6. Land Rover Discovery Sport: A smaller and more affordable version of the Discovery, it’s designed for families who need practicality and off-road capability.
7. Land Rover Defender: Recently reintroduced, the Defender is a rugged and durable vehicle designed for heavy off-roading. It blends traditional Land Rover toughness with modern technology.

Land Rover Place Strategy

The success and recent shift in the company ownership have extended its global presence in the market. The company has a deeply rooted consumer market in the Asian sub-continent with a stronghold in the home country. They have devised plans for exclusive dealership showrooms to reach the maximum number of consumers, but still, their pricing remains focused on the exclusive group of consumers.

Land Rover Place Strategy is:

1. Global Dealership Network: Land Rover has an extensive global dealership network allows them to reach customers in various international markets, ensuring accessibility and convenience.
2. Premium Retail Experience: Land Rover dealerships are often designed to offer a luxury retail experience, reflecting the brand’s upscale positioning and enhancing customer engagement.
3. Strategic Location Selection: Dealerships and showrooms are typically located in affluent areas and major cities to target their primary market of high-income individuals.
4. Online Presence and Digital Showrooms: Land Rover has invested in a robust online presence, including digital showrooms, allowing customers to explore and customize vehicles from home.
5. Partnership with Luxury and Lifestyle Brands: Land Rover often collaborates with luxury hotels, lifestyle events, and high-end experiences, positioning their vehicles in settings that appeal to their target market and enhance brand visibility.

Land Rover Pricing Strategy

The company has delivered the best products for the top officials, monarchs, etc., which increases the product’s brand value. Being an automobile unit and a luxury brand, it offers a premium pricing policy to the customers. Their exclusive products and services create a high-tech distinction and give an aura of exclusivity. Thus, the brand focuses on particular luxury lover consumers, polishing the prices to be premium.

Land Rover’s pricing and marketing strategy is a sophisticated blend of premium positioning, value perception, and market segmentation. This strategy reflects their status as a manufacturer of luxury SUVs and off-road vehicles. Here’s an in-depth look:

1. Premium Pricing Model: Land Rover employs a premium pricing model, positioning its vehicles at a higher price point than mainstream brands. This strategy aligns with the brand’s image of luxury, exclusivity, and superior quality. By setting high prices, Land Rover signals to consumers and the automotive industry that its products offer exceptional value in terms of performance, technology, comfort, and status.
2. Value-Based Pricing: Despite the premium pricing, Land Rover focuses on offering value to its customers. The brand justifies its prices with advanced technology, superior off-road capabilities, luxurious interiors, and innovative features. This approach ensures that customers perceive they receive value proportionate to the price paid, enhancing customer satisfaction and loyalty.
3. Market Segmentation and Differential Pricing: Land Rover’s diverse product range allows it to cater to different market segments. Each model is priced according to its target segment, with entry-level models like the Range Rover Evoque priced to attract younger or less affluent buyers, while the flagship Range Rover targets the higher end of the market. This differential pricing helps cater to a broad customer base while maintaining the brand’s luxury image.
4. Dynamic Pricing Strategy: Land Rover adapts its pricing based on geographic market conditions, competition, and local demand. Prices may be higher in markets with higher demand and less price sensitivity, such as in some parts of the Middle East and China. Conversely, Land Rover might adopt a more competitive pricing strategy in more price-sensitive markets.
5. Optional Features and Customization: Land Rover offers a wide range of optional features and customization options. This allows customers to personalize their vehicles and acts as a pricing strategy. By providing base models at a specific price point and adding cost for additional features, Land Rover can appeal to a broader market while increasing the average transaction price.
6. Seasonal and Promotional Pricing: Land Rover occasionally employs promotional pricing strategies, including financing options, leasing deals, and seasonal discounts. These strategies are designed to boost sales during slower periods or to compete with rival brands.

In summary, Land Rover’s pricing strategy balances maintaining a luxury brand image and ensuring market competitiveness. It emphasizes value, caters to different market segments, and adapts to varying global market conditions.

Land Rover Promotion Strategy

Land Rover doesn’t need any popularity as the brand name is a sufficient promotion. Land Rover’s promotional team includes top-notch management researchers who, from time to time, target different promotional aspects. The promotional team of Land Rover has quite a good hold over the web, television advertisements, and print media.

Sponsorships and roadshows by Land Rover are critical ways for the promotional team to ensure popularity and reach out to the target consumers. The Speed with Class is the promotional attire of the Land Rover range. The markets use the product as the contemporary vehicle that best suits the present age and hippie culture. The carcasses sporty and army look in the cars.

Land Rover’s promotion strategy focuses on three key areas:

1. High-End Marketing Campaigns: Land Rover utilizes sophisticated advertising campaigns, often featuring in luxury lifestyle and automotive publications, and collaborates with high-profile personalities and events to reinforce its luxury brand image.
2. Digital and Social Media Presence: The company invests heavily in digital marketing, including a solid social media presence and engaging online content, to connect with a tech-savvy audience and enhance global brand visibility.
3. Experiential Marketing: Land Rover conducts experiential marketing activities, such as off-road driving events and customer experience centers, allowing potential customers to engage directly with the brand and its vehicles’ capabilities.

Some Recent Video ads and Print ads of Land Rover are:

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