JAGUAR LAND ROVER EXPERIENCE Communications 14/15 Scope of Work

1. JAGUAR LAND ROVER EXPERIENCECommunications 14/15 Scope of Work Marcelle Duncan/Matt Passey June 2014

2. Jaguar Land Rover ExperienceWho we are / what we deliver • Jaguar Experience and Land Rover Experience encompasses off-road driving Centres, track days, Mobile events / demonstrations (e.g.Dynamic Display Equipment / On Tour) and Adventure Holidays. • Experience drives brand affinity; is a conversion tool for prospects and in turn, an advocacy and loyalty tool for owners. • Jaguar Experience and Land Rover Experience is a chance for customers to engage with the brand in an exciting way without us being pushy or trying to sell. • Experience has the ability to further extend and add to the brand. It provides the opportunity to inject flavour, edge and create stand out.

3. JAGUAR EXPERIENCE POSITIONING TERRITORY FELT, NOT JUST MEASURED BRAND • BRAND • It’s a living, breathing feeling of performance. Individual and exotic. • AUDIENCE • Passionate and competitive; this group loves to achieve. Driven by excitement, surprise and delight but nothing is superficial. They demand something that is real and that creates valuable, lasting memories. • PROPERTY • A collection of interesting, alluring and sensory experiences that create deep, and meaningful memories, to take away. Delivered by characters with genuine stories to tell. AUDIENCE FELT, NOT JUST MEASURED PROPERTY Jaguar Experience – An unrivalled feeling of performance

4. JAGUAR EXPERIENCE REASONS TO BELIEVE - SUMMARY FELT, NOT JUST MEASURED POSITIONING Jaguar Experience – An unrivalled feeling of performance PROPOSITION Performance vehicles that excite Guided by characterful experts A range of sensory experiences REASONS TO BELIEVE

5. JAGUAR EXPERIENCEREASONS TO BELIEVE - EVIDENCE Guided by characterful experts A Range of sensory experiences Performance vehicles that excite • Be shown how it’s done • Genuine people with real expertise. Not robots reading from a script. • An approach that is interactive and personal. Never generic. • Passionate people imparting their knowledge and wisdom, by telling real stories. • Guided and tailored feedback that allows people to explore different senses. • Feel the full performance of a Jaguar • Brings to life the full performance credentials of all Jaguar vehicles, • Through beats per minute, as well as brake horse power – experience every element of performance. • A breadth and depth of great experiences • From track days to grand tours, to driving stunts, sporting events and immersive dining experiences. • A wide network of brand partners, all focussed around exploring and delivering sensory excitement. • Access to every aspect of the vehicles. Experience the quality and smell of the leather, the roar of the engine and the beauty of the design.

6. Land Rover ExperiencePositioning Territory: Capability in Action BRAND • BRAND • An accessible, exciting and immersive manifestation of all that a Land Rover vehicle can do • PROPERTY • A range of experiences: • Mobile Events • Experience centres • Adventure Travel • Delivered in an authentic manner by passionate experts in environments sensitive to their locality • Delivered in the Land Rover premium way – creating aspiration for the brand AUDIENCE • AUDIENCE • Active Achievers are an audience that like to get involved and try new things CAPABILITY IN ACTION PROPERTY Land Rover Experience – unforgettable experiences in the world’s most capable vehicles..

7. Land Rover ExperienceReasons to Believe - Summary CAPABILITY IN ACTION POSITIONING Land Rover Experience – unforgettable experiences in the world’s most capable vehicles PROPOSITION The range of Land Rover vehicles Composed, expert instructors Breadth of terrain and experience REASONS TO BELIEVE

8. Land Rover Experience - Reasons to BelieveEvidence Composed expert instructors A range of Land Rover vehicles Breadth of terrain and experience • Learn from passionate experts • Instructors who have incredible knowledge, experiences and stories to share • Instructor ability to impart skill and the feeling of confidence / achievement to the customer • Role models of Customer First behaviours • Our instructors are the embodiment of the Unruffled Hero brand character • Experience Land Rover’s full capability • Access the incredible breath of capability and unrivalled composure of a Land Rover across the 3 families; Defender, Discovery and Range Rover • Demonstrate the latest Land Rover vehicles to their full potential • Broad variety of experiences • A broad range of experiences - from a short urban ‘on tour’ demonstration, to a half or full day experience (possibly including a factory tour), to a 9 day global Adventure Holiday • A variety of authentic and challenging terrains (eg - snow & ice, rock, sand, mud, water) that truly test the vehicles and the driver • Global network of unique Land Rover operations in every continent with hundreds of qualified instructors

9. JLR Experience Two Purchase Funnels Vehicle Purchase Funnel Experience Purchase Funnel

10. JLR Experience Experience Purchase Funnel Vehicle Purchase Funnel Experience Purchase Funnel Business Focus

11. JLR Experience Driving Experience Growth Vehicle Purchase Funnel Experience Purchase Funnel Increase Focus

12. JLR Experience Loyal Experience Customers Vehicle Purchase Funnel Experience Purchase Funnel

13. Customer Journey Action Summary

14. High Level Asset List • Print Templates (LRE & Centre Specific: Tier I / Tier III) • Digital banners • DM and e-DM Template (various messaging) • e-Newsletter template • Brochure Templates (print & digital) • Post Experience follow comms • Copy writing • Photography (humanity, landscapes, venues, factory tours, track racing) • Film assets development • Assets to promote Professional Training / Corporate Customers • Prospecting Pack • Loyalty Pack • Experience Voucher • Certificate Giveaway • POS • Tactical Marketing/ Media Buying

15. Agency Deliverables • Single consistent creative idea in line with positioning across all 2D & 3D touch points • Resource plan to be able to deliver the requirements outlined in the brief • Fee based on the resource / production rate card • Key measures for success – in budget, • Full Service Agency providing dedicated resource • Term of agreement: 2-3 Years • Budget • Timings

16. Timing Plan

17. Appendix Customer Journey 1.

18. Customer Journey Action Summary

19. Customer Journey Discovery Phase Actions & Assets

20. Land Rover Experience 14/15 Scope of Work Asset Summary: Discovery Phase

21. Jaguar Experience 14/15 Scope of Work Asset Summary: Discovery Phase

22. Customer Journey Booking Phase Actions & Assets

23. Land Rover Experience 14/15 Scope of Work Asset Summary: Booking Phase

24. Jaguar Experience 14/15 Scope of Work Asset Summary: Booking Phase

25. Customer Journey Arrival Phase Actions & Assets

26. Land Rover Experience 14/15 Scope of Work Asset Summary: Arrival Phase

27. Jaguar Experience 14/15 Scope of Work Asset Summary: Arrival Phase

28. Customer Journey Experience Phase Actions & Assets

29. Land Rover Experience 14/15 Scope of Work Asset Summary: Experience Phase

30. Jaguar Experience 14/15 Scope of Work Asset Summary: Experience Phase

31. Customer Journey Wind Down Phase Actions & Assets

32. Land Rover Experience 14/15 Scope of Work Asset Summary: Wind Down Phase

33. Jaguar Experience 14/15 Scope of Work Asset Summary: Wind Down Phase

34. Customer Journey Post Experience Phase Actions & Assets

35. Land Rover Experience 14/15 Scope of Work Asset Summary: Post Experience Phase

36. Jaguar Experience 14/15 Scope of Work Asset Summary: Post Experience Phase