Marketing Mix Of Rolls Royce and 4Ps (Updated 2023)

The Marketing mix of Rolls-Royce Motor Cars analyses the 4Ps of Rolls-Royce Motor Cars, including the Product, Price, Place, and Promotions. Rolls-Royce Motor Cars Limited is associated with the automotive industry as it deals in luxury automobiles. Rolls-Royce Limited is of British origin and was founded in 1906 by its co-founders, Charles Stewart Rolls and Henry Royce. Currently, it is a fully-owned subsidiary of its parent company BMW. Rolls-Royce is a reputed luxury car brand and name and was acquired along with its logo by BMW from Rolls-Royce PLC in 1998. It faces competition from a few rival brands, and some of its competitors are as follows:

• Porsche
• Daimler Chrysler
• Bentley

About Rolls-Royce

• Type: Luxury car manufacturer
• Industry: Automotive
• Founded: 1904
• Founders: Charles Rolls and Henry Royce
• Headquarters: Goodwood, West Sussex, England
• Area served: Worldwide
• Current CEO: Torsten Müller-Ötvös
• Number of employees: Over 2,000
• Major products: Phantom, Ghost, Wraith, Dawn, Cullinan

Rolls Royce Product Strategy

Rolls-Royce is a manufacturer, engineer, and distributor of luxury vehicles and auto parts. The brand name is synonymous with unmatched style and engineering perfection.

The new Product Mix of Rolls-Royce in 2023 is as follows (Source).

1. Rolls-Royce Cullinan: This model features a 563 hp, 6.7L Twin-Turbo V12 Gas engine. It’s a luxury SUV with a base price of around $374,000.
2. Rolls-Royce Phantom: Known for its prestige, the Phantom comes with a 563 hp, 6.7L Twin-Turbo V12 Gas engine. Its base price is approximately $493,000.
3. Rolls-Royce Spectre: This is an electric vehicle with 577 hp, priced around $420,000.
4. Rolls-Royce Ghost: With a 563 hp, 6.7L Twin-Turbo V12 Gas engine, the Ghost is priced at about $348,500.
5. Rolls-Royce Wraith: This model has a 624 hp, 6.6L Twin-Turbo V12 Gas engine, starting at around $330,000.
6. Rolls-Royce Dawn: Featuring a 563 hp, 6.6L Twin-Turbo V12 Gas engine, the Dawn’s base price is approximately $356,500.
7. Rolls-Royce Phantom Drophead Coupe: With a 453 hp, 6.8L V12 Gas engine, this model is priced at about $492,000.
8. Rolls-Royce Phantom Coupe: Also equipped with a 453 hp, 6.8L V12 Gas engine, it has a starting price of around $449,525.

Rolls Royce Place Strategy

Rolls-Royce is a globally recognized brand, and it started its operations in the United Kingdom with its headquarters base at Goodwood in England. Production and administrative facilities were built at Goodwood Circuit in West Sussex. Its logistics and technology center are at Bognor Regis, 8 miles from its headquarters.

Rolls-Royce is a coveted vehicle with a product presence in nearly one hundred and fifty and operations in almost fifty global countries. Its highest sales figures are in countries from the Middle East, Britain and the Asia-Pacific region. The company utilizes the services of its parent company along with a solid and widespread distribution network of its own that includes the services of dealers so that the vehicles reach its customers quickly without any hassles.

Rolls-Royce’s place strategy, which involves how and where its products are distributed and sold, is distinctive and aligns with its luxury and exclusivity brand image. Here are five key points of their place marketing strategy:

1. Exclusive Dealerships: Rolls-Royce sells its vehicles through a network of exclusive dealerships. These dealerships are carefully selected to meet the brand’s high customer service and luxury standards.
2. Global Presence with Limited Locations: While Rolls-Royce has a global presence, it maintains a limited number of dealerships worldwide. This scarcity adds to the brand’s exclusivity and ensures a high level of service.
3. Personalized Customer Experience: Rolls-Royce dealerships offer a highly personalized buying experience. Customers can customize their vehicles to their specifications, often in consultation with Rolls-Royce’s specialists.
4. Online and Digital Engagement: In recent years, Rolls-Royce has enhanced its digital presence to interact with potential customers. This includes virtual showrooms and online configurators that allow customers to design and view their cars online before purchase.
5. Direct Sales for Special Editions: Occasionally, Rolls-Royce offers unique edition models or bespoke cars that are sold directly to select clients. This strategy enhances the brand’s image of exclusivity and luxury.

Rolls Royce Pricing Strategy

Rolls Royce is an exclusive name that has unparalleled brand value. It has targeted the rich and high-class people for its premium vehicles. The company has adopted a High-Premium pricing strategy for its automobiles because all its products belong to the high-luxury segment. It caters to affluent people who care about status, name, and position without blinking at extraordinary costs. To be associated with the Rolls-Royce brand name is an honor, and the company takes advantage of this fact by maintaining its high pricing range.

Rolls-Royce’s pricing strategy is critical to its brand positioning in the ultra-luxury automotive segment. Here’s an analysis of this strategy.

1. Premium Pricing: Rolls-Royce employs a premium pricing strategy central to its brand identity as a symbol of luxury and exclusivity. The prices of their cars are among the highest in the automotive market, reflecting the exceptional quality, craftsmanship, and prestige associated with the brand.
2. Customization and Bespoke Options: The company offers extensive customization options, allowing customers to personalize their vehicles. This bespoke approach adds to the overall cost and enhances the value proposition, as each car can be tailored to the buyer’s preferences.
3. Price as a Symbol of Status and Exclusivity: Rolls-Royce’s high Pricing is not just a reflection of the product’s quality and luxury; it also serves as a status symbol. Owning a Rolls-Royce is perceived as a marker of success and prestige, partly due to its pricing strategy.
4. Dynamic Pricing Based on Model and Features: The Pricing varies significantly across different models and is influenced by the level of customization and additional features the buyer chooses. This dynamic pricing strategy allows Rolls-Royce to cater to various levels within the ultra-luxury segment.
5. Limited Edition and Special Models: Rolls-Royce occasionally releases limited edition models or unique one-off cars priced even higher. These special editions target the most discerning and affluent customers, enhancing the brand’s exclusivity and desirability.

Rolls Royce Promotion Strategy

Rolls-Royce has positioned itself as a premium luxury brand with global acceptance since its inception. It has created powerful aspirational brand value in the consumer mindset. Rolls-Royce has several famous taglines attached to its brand, including Like nothing else on Earth, and is trusted to deliver excellence. The brand has been projected as a classic vehicle with very high value and, hence, is a customized automobile that is tailor-made to suit the needs of its owner.

Rolls-Royce has adopted a personalized and selective marketing policy for its vehicles. Its promotional tools include a display at high-profile gatherings, premium hotels, and exclusive auto-expos. Rolls Royce’s marketing strategy caters to a very exclusive and niche market. It depends heavily on word-of-mouth advertising from satisfied clients who unwittingly become its brand ambassadors and marketing agents.

Some Recent Video ads and Print ads for Rolls-Royce are:

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