Distinct roles of brands within land

Rover line
Distinct roles of brands within land
Rover line
 Positioning alternatives for the
brand discovery and their evaluation
•The Discovery and Land Rover brand to be positioned as luxury car alternatives with
histories and off-road capabilities designed for the various consumers: affluent,
intelligent, practical, unique, full of character, and seeking to empower themselves
through adventure and exploration during their driving experiences.

•A direct impact on value judgements of consumers is seen due to the performance

advantage not being reflected in the consumer perceptions. Henceforth, value and
performance need the maximum improvement. Land Rover should associate itself and
its umbrella brand with performance in all SUV segments.

•Land Rover should focus to improve their brand awareness through advertising in order
to overcome the marketing problems. Positioning strategy should be incorporated with
focus on the target customer profile through media and print.

•Land Rover should retain their most important sponsorships but at the same time
reduce their “Experience Marketing” programs.
 Positioning alternatives for the
brand discovery and their evaluation
•Certified dealership would reduce costs which is currently spend on
dealer network allowing to target customers with different
demographics.

•Opening centers as premiere locations for the Land Rover models with
selected target market can provide maximum benefits.