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Jaguar Case

Jaguar Case. 15/09/2013. Team 2. Marketing objectives. C reate awareness Rejuvenate the brand D rive traffic to the dealers. Immersing ourselves in the brand. Our experience. Positive: Broad range of cars Nice details inside the car Low entry price (affordable for family). Negative:

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Jaguar Case

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  1. Jaguar Case 15/09/2013

  2. Team 2

  3. Marketing objectives • Create awareness • Rejuvenate the brand • Drive traffic to the dealers

  4. Immersingourselves in the brand

  5. Ourexperience • Positive: • Broad range of cars • Nice details inside the car • Low entry price (affordable for family) • Negative: • Distance + feeling of not being welcome • The look of the shop is dull, doesn’t appeal to a younger audience • The sportsback is a real family car, but wasn’t in the shop

  6. Challenges Image is stuffy The price is a limiting factor Doesn’tcurrently appeal to a youngeraudience

  7. Opportunity Stretch the appeal to a younger audience (45+) by leveraging Jaguar’s cool brand heritage

  8. Concept Nostalgia Powerfulemotion: creatinga feeling/mood Connectedwithstyle

  9. Foundation • Lana del Rey has created a new song for Jaguar. • This is already a first step torejuvination. • We will take itone step further.

  10. Proposition Jaguar bringsdreamstolife Combiningold school stylewith modern engineering

  11. Bringinganiconic Jaguar model back to life

  12. Creative work

  13. Channels PART 1: Create awareness/buzz • Ads & old TV commercials: • 6 seconds tag ons • Youtubechannel • Seeding: • Jaguar owners • PR & journalists • Bloggers, podcasters,… • Digital • Socialmedia: Facebook, Twitter

  14. #whatjagareyou

  15. Channels PART 2: How to get people into the car? • Product placement • Events • Park outside clubs, in front of casino’s, in airports: wherepeople queue • Cooperation with fancy restaurants • Cooperation with premium taxi service • Sponsor events, drive people there • Speed dating • Test-drives at the French Riviera, le Mans, the French Alps or Monte-Carlo • Cooperations where you can win a test drive (events, hotels, …)

  16. Channels PART 3: Engagement • Competition • Social media: FB, Twitter, Instagram • Word of mouth • Radio channel cooperation about the competition PART 4: Action • Direct Mail • Mobile geofencing

  17. Summary • Start the conversation about, and increase awareness of Jaguar by relaunching a classic Jaguar model. • Let people decide which one. • Continue the conversation

  18. Thanks!

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