Brand Management

Assignment
Rohit Singh A_54
 About McLaren
McLaren Group is globally renowned as one of
the world’s most illustrious high-technology
brands. Since the formation of McLaren Racing in
1963, McLaren has been pioneering and
innovating in the competitive world of Formula
1, forging a formidable reputation which has
seen the racing team win 20 World
Championships and over 180 races.
 ‘INNOVATION IS GREAT’

McLaren partnered with the GREAT Britain campaign

to celebrate ‘Innovation is GREAT’, as showcased on
the MP4-31 at the 2016 United States and Mexican
Grands Prix. Whether through F1, road cars or
Applied Technologies, McLaren is a British business
embracing innovation and works with Partners and
people across the world to bring insights to
industries as diverse as healthcare and transport.
 CUSTOMER PROFILE
Supercar
Enthusiast
Businessmen

Ready to pay
high price
Entrepren
eurs

Class not
Rich
mass
 POINTS OF PARITY
Price Quotient
McLaren's price range is almost
similary to its competitors like
Porsche, Lamborghini, Ferrari
Ergonomics
All supercars have the similar
driving experience due to stiff
suspension, reacing seats and
precision steering.
Engine
Supercars usually have same
nos of cylinders ranging from
eight to twelve
Accessibility
Other than special edition cars,
this segment of automobiles
have the same barriers for
owenership.
 POINTS OF DIFFERENCE
Design
McLaren's design has a tear
drop shape which stands out
from its competitors like
Porsche, Lamborghini, Ferrari
Technology
All Mclaren cars have superior
technology which helps them
to reduce drag and instant
braking
British Heritage
McLaren is a British business
embracing innovation and
works with Partners and
people across the world
Aerodynamics
Mclaren's aerodynamics help it
distinguish its cars from that of
its competitors
 COMPETITION

Lamborghini
Porsche

Ferrari Aston Martin

 POSITIONING STATEMENT

McLaren is keenly aware of its brand positioning as the

“embodiment of luxury” and works diligently to
maintain it.

Exclusivity is a big part of the desire consumers feel for

a McLaren sports car. But McLaren’s management
understands that in order to keep the world in touch
with these feelings for their brand, they need to
carefully manage their positioning.