ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who

supported me throughout the course of this MBA project. I am thankful
for their aspiring guidance, invaluably constructive criticism and
friendly advice during the project work. I am sincerely grateful to them
for sharing their truthful and illuminating views on a number of issues
related to the project.

I express my warm thanks to Mr. [SURNAME] and Ms. [SURNAME]

for their support and guidance at [COMPANY NAME].

I would also like to thank my project external guide Mr. [SURNAME]

from the [NAME] company and Ms. [SURNAME] and all the people
who provided me with the facilities being required and conductive
conditions for my MBA project.

Thank you,
 INTRODUCTION

Founded in 1963, Automobili Lamborghini is headquartered in

Sant’Agata Bolognese, in Northern Italy. The Lamborghini Huracán,
which made its world debut at the Geneva Motor Show in 2014, in the
Huracán Spyder and rear wheel-drive version released in 2015, are the
successors to the iconic Gallardo. With their innovative technology and
exceptional performance, they redefine the driving experience for luxury
super sports cars. The Coupé and Roadster versions of the Aventador
and the Aventador Superveloce are the new benchmark in the world of
luxury super sports cars with V12 engine. With 135 dealerships
throughout the world, Automobili Lamborghini has created a continuous
series of dream cars over half a century that include the 350 GT, Miura,
Espada, Countach, Diablo and Murciélago, as well as limited editions
such as the Reventón, Sesto Elemento and Aventador J. The Veneno
Coupé, Egoista and Veneno Roadster were produced to celebrate the
company's 50th anniversary in 2013, while the Centenario pays tribute
to the 100th anniversary of the birth of founder Ferruccio Lamborghini
in 2016.
 History

Lamborghini was established in the year 1963 by an Italian

businessman named Ferruccio Lamborghini. He founded the
company with the aim of designing and manufacturing cars that
would compete with popular car brands like Ferrari. The company
launched its first model during the mid 60s and got instant acclaim
for the refined design, supreme comfort and impeccable performance
of the car.
The company further made its presence felt when it launched its first
sports car, Miura Sports Coupe` in 1966. When Ferruccio retired in
the year 1974, he sold the company to Georges Henri Rosetti and
Rene` Leimer. Later, when the company went bankrupt, it was
purchased by Patrick Mimran in 1980. Under his management, more
models were added to the company product line like Jalpa Sports Car
and LM002.
PLANS OF LAMBORGHINI

Lamborghini is ready to flex its supercar muscles as its future product plans
come to light. According to a new report from Automobile, the Raging Bull has
a spate of Huracán variants in the works and a proper successor to
the Lamborghini Aventadoris already in development.

The Lamborghini Huracán is in for some serious attention. A Huracán SV will

join the lineup in the near future and a GT3 Stradale will offer even more
hardcore ambitions. The report also expects Huracán Speedster, Barchetta,
and Targa versions to arrive, as well as a Superleggera version, though we
don't know the body style.

Not enough? Have no fear, Lamborghini is also tipped to introduce a Huracán

Safari. This model will feature a height-adjustable suspension, larger wheel
arches, body-protection panels, all-wheel drive, and four-wheel steering. Think
of it as the soft-roading supercar you've always dreamt of. We'd like to see it
compete in some off-road races.

There is news on the next Huracán as well. It is expected to arrive for

2021. Automobile says it will no longer share the MSS platform with the Audi
R8 and it will no longer offer a V-10 engine. Power is expected to come from
the Porsche twin-turbo V-8, and it could be assisted by electric motors to bring
total output to 900 hp. The platform could move closer to the monofuselage
layout of the Aventador.

The Aventador's successor is due in 2020, and it will be the first car
developed under new CEO Stefano Domenicali, who took over for Stephan
Winkelman last year. The top of the lineup will reportedly soldier on with a
naturally-aspirated V-12 engine. The engine is expected to grow from 6.5 to
7.0 liters, and engineers have supposedly extracted 800 horsepower from the
powerplant. Electrification is also on the table. A pair of 160-hp motors up
front could add an extra 320 hp to the 800 hp base figure in the future,
bringing to total to more than 1,000 hp with 885 pound-feet of torque.

The next-gen Aventador lineup, codenamed LB634 for the coupe and 635 for
the roadster, is expected to offer SV, lightweight Essenza, and wild Jota
versions. A milder plug-in hybrid with about 700 hp is also possible. Active
aerodynamics, a la the Huracán Performante are also likely.

The rumor mill also suggests that both Lamborghini and Audi will move under
Porsche's control within the Volkswagen Group. Lamborghini has been under
Audi's control, and Audi has typically kept the Lamborghini brand fairly
restrained with just two models and a slew of variants. That could change
under Porsche's control, per the report.
PRODUCTS OF LAMBORGHINI
Lamborghini Urus is the world’s first Super Sport Utility Vehicle, in which
luxury, sportiness and performance meet comfort and versatility. It offers
best-in-class driving dynamics, alongside its unmistakable elegance of
design. Urus embodies the characteristics of multiple souls: sporty, elegant
and off-road, and has a suitability for everyday driving in a range of
environments. With its surprisingly distinct engine sound, combined with
high performance, Lamborghini Urus is anything but typical.

From our past, we've learned perfection. This is how the first model of the
Lamborghini Huracán was born. More performance, more control, more
innovation. The Huracán is equipped with a powerful V10 engine and the latest
technologies to perform at its absolute best. Engineered to guarantee the best
performance and control under any driving condition, it's easy to take to the
limit, not to mention extremely fun, thanks to technology like the Lamborghini
Doppia Frizione (LDF) dual clutch gearbox and the electronically-controlled
four-wheel drive. Enjoy the best driving experience, ever. Discover all the
Lamborghini Huracán models.

The Aventador has been created to anticipate the future, as demonstrated by the
use of innovative technology, including a V12 engine and the extensive use of
carbon fiber.
The authentic design masterpieces together stark dynamism with aggression to
produce a cutting edge carbon fiber monocoque. The interior of the Aventador
combines high-level technology and luxury equipment with premium-quality
materials, skilfully crafted with the expertise characteristic of the finest Italian
traditions. A supercar family that has already become a legend in its own right.
Discover technical specifications, dimensions, performance, and the detailed
features of all the new Lamborghini Aventador models.

MARKETING STARTEGIES

Lamborghini Logos and Symbols

This logo is memorable, meaningful and likeable. The logo
shows a golden bull that is ready for fights on the black shield,
which represents power, consistency and fortitude. The
combination of gold and black greatly represents the status of
Lamborghini- a high-quality sports car brand. This logo and
the brand name has been deeply registered in people’s
minds.
The founder Ferruccio Lamborghini has a huge interest in
bullfighting sport, which can be reflected by this logo. Even
many Lamborghini cars are named after Spanish bulls such
as Miura, Islero and Urraco, which has become a tradition of
Lamborghini.
Lamborghini Slogan-Meaningful,
Memorable, Likable

‘We are not supercars. We are Lamborghini. ’transfer a value

of creative, freedom living style. More specifically, by using
this slogan, ‘Lamborghini’ is given a more underlying meaning
of attitude towards life. Therefore, they are not just selling a
super car, but provide a customer desired life style. In a word,
the slogan is meaningful.

Lamborghini blends scenes from the automaker’s factories,

showing how various parts are made, images of several
Lamborghini models, including the Huracán, Aventador, One
Off, and Concept, and of different people, including some of
Lamborghini’s employees, all showcasing the company’s
values: innovation, technology, faithfulness to the sporty DNA
and elegance of the Made in Italy product.

All those rich visual and verbal imagery lead to a likable and
memorable slogan for all viewers.

Lamborghini Jingle

According to all Lamborghini’s commercial videos and their

official website, there isn’t any significant jingle in this brand.
They create many videos and songs, but almost all of them
have no lyrics. In the meantime, their songs are changed in
different countries and are changed every year. People can
hardly recognize Lamborghini from those songs. Therefore,
even though, it is part of their marketing method. For jingle,
however, Lamborghini doesn’t have a good jingle currently.
Lamborghini Character
The main sale channel and marketing promotion activities of
Lamborghini is that give auto fans more chance to test vehicle
operation performance. It is not necessary to excess
propagate due to Lamborghini believe that people will love
this car after they drive. Therefore; Lamborghini insist that the
best marketing for them is no advertising .This is reason that
Lamborghini lack of character for their brand.
In addition, the marketing positing of Lamborghini is limited
edition car in the world. Every car is super expensive and
most people can’t afford basic on the cheapest price of
Lamborghini around the 600,0000 $. The production line of
Lamborghini is so small and need wait at least 6 mouths to
order.
Lamborghini Packaging
It is no doubt that Lamborghini design is really cool and all
motorcycle typed design to achieve goal that become one of
most high speed car in the world, Oppositely, this typed of car
is heavy on oil, and there is exit the chief competitors Ferrari
which also enjoy high reputation of most fast – speed car in
the industry.
This advanced sports car used a large amount of carbon and
alloy material to lose weight, but also makes the body burns
more easily. This reason that Lamborghini have self ignition
issues happened in the recent year.
SWOT analysis of Lamborghini

Lamborghini is an Italian company that is known for producing luxury

cars, sports car, and SUVs. The company has its headquarters in
Sant’Agata Bolognese, Italy and was first set up in 1963. Lamborghini is
currently owned by the Volkswagen Group after many owner changes.

Lamborghini is famous for their engines and currently produces cars

possessing V-12 and V-10 engines. Other automobiles that they have
delved into are marine engines, motorcycles, and racing cars. The
company is also designing concept cars to please the current market for
hybrid cars.

In the year 2016, the company successfully sold 3,457 units which are
quite high when compared to the previous years. The headquarter also
has a museum called Museo Lamborghini featuring all cars, motors and
other things produced by them.

Strengths in The SWOT analysis of Lamborghini

Strengths are points that have helped a company be what they are. Here
are some strengths of Lamborghini:

 A World Renowned Name: Almost everyone around the world is able to

recognize the name of Lamborghini. As a producer of luxury and sports car
they have efficiently set themselves in the worldwide recognition.
  Best Technology Used: The technology that is used in making the cars is
very unique and it makes itself coveted. Lamborghini also explains a lot
about the technology that they are working on for upcoming cars. This
creates a buzz among the public and the model’s value increases.
 One of the Best Engines: The cars that they produce are powerful and
they tag them as supercars. The pickup time and speed are higher than any
other car and they are working on it to make it faster and smoother. Their
latest cars can go more than 201 mph in less than 10 seconds.
 Exclusivity and Limited Units: Whereas other companies make several
cars in a year to please public, Lamborghini believes in quality. They sell
about 3000 or so units a year and they are increasing but not to the levels of
other companies. They want their cars to be coveted.
 Attraction towards the Affluent Class: Lamborghini is a car that may be
renowned by everyone but it isn’t affordable. Through years the company
has produced cars that celebrities, renowned politicians, and businessmen
have owned.
 Motorsports: Lamborghini is also known in the field of car racing as they
provide their motors to the best of the cars. They have done it from the
starting days and still continue to do it every year.

Weaknesses in The SWOT analysis of Lamborghini

Weaknesses of the company are their soft points that they haven’t
overcome yet. Here are some weaknesses of Lamborghini:
  High Price: The quality cars come at a price but it also faces the most
backlash at times of economic crises. In the past, Lamborghini has faced
similar issues when their sales have almost diminished by 50 percent. But
Volkswagen is working better than previous owners.
 Fuel Cost is High: The powerful cars eat up a lot of fuel and it possesses a
high cost. It also threatens the environment due to pollution.

Opportunities in The SWOT analysis of Lamborghini

Opportunities are points that a company should work with to make

themselves a better market. These are some opportunities that
Lamborghini can work with:

 Expand the Availability: Right now Lamborghini is out of reach for

many people and they have to tediously import the car. If the company work
on it then they can have a much better market and consumer base.
 Increase in Better Customer Service: It is a hard work to source parts of a
Lamborghini model if something goes wrong. Fixing the car takes a whole
lot of time and often shipping it to a different country doesn’t work. So,
setting up service bases in different countries would be a good option for
Lamborghini.
 Hybrid Cars: Their hybrid car model is still a concept model and hasn’t
been released. But in the near future, an electrically powered car would be
accepted worldwide. Companies like Tesla have already released cars that
are electrically powered. This will be a great move to catch the Eco-friendly
consumers who may move on to different companies if alternatives aren’t
provided.
 Production of Cars Based on Demand: They have limited themselves to
make a certain amount of cars in a year. But demands are rising in people
and if they do not get a Lamborghini they move on to other similar
companies. So, producing more cars based on demands will increase the
market.
Threats in The SWOT analysis of Lamborghini

Threats are negative points that may arise in the present or future of a
company. Here are some Threats that Lamborghini is facing:

 Fuel Consumption: Lamborghini cars eat up a lot of fuel and it isn’t Eco-
friendly at all. So, the company may have threats when people gravitate
towards environment safe options.
 Competitors: Competitors are rising as they are producing more cars which
are ultra premium though very few of them are as renowned brand as the
Lamborghini. Some of the competitors that they have are Ferrari, Jaguar,
and Porsche.


Lamborghini Marketing Mix

Marketing Mix of Lamborghini analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion)
and explains the Lamborghini marketing strategy. The article elaborates the pricing, advertising & distribution
strategies used by the company.
Let us start the Lamborghini Marketing Mix:

Product:
Lamborghini is one of the most popular sports car brand in the world. Lamborghini started out when the founder
after returning back from World War II, started piecing together tractors from spare parts which were available to
him. The tractor business gained immense popularity and hit out overnight as a successful business venture, giving
the founder the confidence to venture into the luxury vehicles market. Lamborghini is actually a manufacturer of
luxury supercars, sports cars and SUVs and is headquartered in Sant'Agata Bolognese, Italy. Lamborghini is also
known for producing sports car engines and V12 engines which are used for offshore power boat racing. The
automobile range of Lamborghini at present, includes two model lines in its marketing mix, both of which are mid-
engine two seater sports cars. In the mid-80s, Lamborghini also ventured into the field of motorcycles when it
produced 1000cc sports motorcycles. Lamborghini’s superior performance with modern looks and one of the most
advanced braking systems, makes it a popular choice amongst all car enthusiasts. The fastest ever Lamborghini is
the Le Mans version of the Murcielago R-GT model. It can go up to a maximum speed of about 370 km/hour.
Price:
Being a luxury car maker, Lamborghini creates a market of buyers who are looking for class coupled with elegance
and performance as the criteria for making a vehicle purchase. To offer the class and luxury associated with the
product, the pricing strategy in its marketing mix is extremely premium. After sales services and individual sub-
parts are extremely expensive for buying as well. Lamborghini ranges in price between 300,000 dollars for the most
commonly available to models like Huracan to 4500,000 dollars for exclusive vehicles like Lamborghini Veneno
Roadster.

Place:
Lamborghini has more than 135 dealers across 50 countries and worldwide deliveries of cars are as huge as 3457
units as per the latest information available from dealers. Presently, USA is the largest market with more than 1000
units sold per year followed closely by Japan, UK, Germany, Canada, the Middle East and China. There are two
types of dealerships commonly prevalent in the distribution of Lamborghini cars across the world. The first type of
dealership is the official Lamborghini dealership which is recognized by the company. The second type is a one in
which smaller and generally used models of cars are sold and repurchased. The official dealership is present across
the prominent countries of the world and costs millions of dollars to setup.

Promotion:
Lamborghini manifests itself through its iconic logo that symbolizes the raging
bull. The origins of the logo come from the terms that the founder of Lamborghini
was a Taurus himself. Lamborghini also sells licenses to other brands to
manufacture various Lamborghini centred consumer goods including clothing,
accessories, electronics items, bags and laptops. They are into selling and
promotion through the idea of concept cars. Throughout history, they invest
significantly in developing concept cars including the very first prototype called as
the 350GTV. The stitching work in these cars through history, has been done by
women only, men are not allowed to be a part of this division. Lamborghini also
has a museum of two storeys dedicated to convey the evolution, growth and history
of the Lamborghini cars throughout the years. They also showcase a number of
modern and vintage models. Important milestone in the history of Lamborghini are
also highlighted by means of the museum. The museum is located right next to the
headquarters in Italy. There is an academy dedicated to teaching enthusiasts the art
of driving on ice and snow. It is called the Lamborghini Winter Academy and is all
about teaching individuals how to have fun driving a Lamborghini model in the
beautiful and scenic Alps Mountains. Because of the immense popularity and loyal
customer base that it has, the company does not engage in promotions through
television commercials or hoardings. This is not an everyday product and needs to
be promoted through events, print ads in class magazines and so on. Hence this
completes the Lamborghini marketing mix
Competitors

1. Ferrari is the top competitor of Automobili Lamborghini. Ferrari is a Public company

that was founded in Maranello, Emilia-Romagna in 1947. Ferrari operates in the
Automobile Manufacturers industry. Ferrari has 1,699 more employees vs.
Automobili Lamborghini.

2. Aston Martin is seen as one of Automobili Lamborghini's biggest rivals. Aston

Martin was founded in Warwick, England} in 1913. Aston Martin is in the
Automobile Manufacturers field. Compared to Automobili Lamborghini, Aston
Martin generates $456M more revenue.
MARKET SEGMENTATION

Through out the years Lamborghini has been able to improve its sales
and impress people and obviously maintain customers content with
their products. Lamborghini is know for its style high prices
and exclusiveness. Part of Lamborghini's great success is because of
the way the segment and target their market, and knowing your target
market in a company like this is crucial because not everyone can
afford a vehicle like this. A technique you see done by Lamborghini is
demographic segmentation and this is important to their marketing plan
because they will lose money advertising their product in regions
where they know they will not gain any customers from. that s why
Lamborghini tv commercials are only shown in those area where
wealthy people live and many events are also done in these areas to
gain the interest of their consumers.