1 / 30

A pleasure of many

A pleasure of many. A Pleasure of many. A pleasure of many?. The Secret Pleasure of a Few. Where we are now ?. JAGUAR is a brand with prestigious heritage But: In a market saturated with luxury cars, the brand has a low share of voice There is a lack of brand awareness

darva
Download Presentation

A pleasure of many

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A pleasure of many

  2. A Pleasure of many

  3. A pleasure of many?

  4. The Secret Pleasure of a Few

  5. Wherewe are now? JAGUAR is a brand with prestigious heritage But: In a market saturated with luxury cars, the brand has a low share of voice There is a lack of brand awareness We need to make the brand as cool and relevant as it was in the 60´s

  6. Buzzwordssurrounding the brand Indulgent English Different Classic Unique Elegant Exclusive Individual Distinctive Luxury Statement Premium

  7. Current Brand Associations Luxury Heritage Statement Individuality

  8. A couple of the negatives in the current situation Jaguar are sellingjust over 1,200 cars a year in France Jaguars are seen as indulgent

  9. Some positives in the current situation Jaguar are sellingjust over 1,200 cars a year in France Wethinkthisis a strength, not everyone has whatittakes to drive a Jaguar. Jaguars are seen as indulgent Good. It´s an indulgence we encourage

  10. How are wegoing to giveJagit´sswag back?

  11. The Concept THE SECRET PLEASURE OF A FEW.

  12. Do you have whatittakes to drive a Jag?

  13. Jaguar Database Bespoke DM GSM Box ´Do you have whatittakes to drive a Jag?´ Click yes– personal call from a Jaguar dealer with an invitation to have a test drive Jaguar Owners Club memberswillrecieve the same box but itwillsay ´Do you want to let your friends in on your secret pleasure?Send this one to some one who has what it takes to drive a Jag.

  14. Prospects Email with the subject line ´Do you have whatittakes…?´ Seducing people with a simple idea Main body has the click yes or no functionlity Click yes– personal call from a Jaguar dealer with an invitation to have a test drive Test drive iswherewe able to sell the perfomance and innovation of the Jaguar

  15. PressActivity Email - ´Do you have whatittakes to handle a jag?´ on an exclusive date Click yes – receive a call to confirmattendance Picked up in Jaguar and taken to the Zoo

  16. PressActivity

  17. PressActivity The presswill have to walk a Jagaround (controlledenvironment) ´How alive are you?´followed by a Jaguar Test drive

  18. Social Media Videos of the pressevent on YouTube ´Do you have whatittakes to drive a Jag´ Facebook appwhichfeatures as series of questions which focus on whatyouwantfrom a car (performance / innovation and craftmanship) and lifestylepreferences – at the end of the quiz, youwillbedirected to the Jaguar model thatrepresentsyourchoices. If youshare on your page, youcanbeentered in to a competitiondraw to win a test drive or invitation to an exclusive event

  19. Recruitfromwithin – LoyaltyScheme • 2,300 Jaguar Owner Club members to beused as brand ambassadors • Encourage members to introducetheirfriends to Jaguar • Bespoke Jaguar Ownerseventwhicheach JOC membercan invite a friend to see the benefits • Give a free test drive to someoneyouthink has whatittakes • If yourfriendbuys a Jag, theyjoin the Jaguar Owners Club and the referee gets a Gold Membershipwheretheycanenjoy top end exclusive eventssuch as Cooking class weekend with famous chef in Relais et Chateaux or private vernissage of new exhibition by famous avant-garde artist

  20. Anotheridea on exclusivity As mentionedbefore, Jaguar onlysold 1,200 cars in France last year Whatdoesthissay about the 1,200 people that chose to buy Jaguars last year? They have a taste for luxury Theywant to make a statement Theydon´twant to be one of the 10,000 people driving a BMW or Mercedes

  21. Makeourweaknesses the strength In 2014, weonlywant to sell 2,500 cars. Optimize the exclusivity for ourbuyers

  22. Maketheweaknesses the strength Didn´t getyourJag?

  23. Make the weakness the strength TRY AGAIN NEXT YEAR

  24. Limited edition – Eachbuyergets a plaque withtheirname and number of the car

  25. Limited edition – Key with the number and year of the car

  26. Limited edition – Billboard on La Defencewith the number of cars left to sellthisyear

  27. Limited Edition– The billboardwill not bebranded to create intrigue around ´The Secret Pleasures of a Few´concept

  28. Limited edition – DM to be sent out to prospects showcase the exclsuivity of owning a Jag This year we will only sell 2500 cars. That’s a promise.

  29. Limited edition – Map of France showingwhere the other Jaguar owners are

  30. To Conclude So….LetsmakeJaguar´smarketsharebigger. But not toobig. Thankyou.

More Related