300 likes | 512 Views
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
E N D
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
Buzzwordssurrounding the brand Indulgent English Different Classic Unique Elegant Exclusive Individual Distinctive Luxury Statement Premium
Current Brand Associations Luxury Heritage Statement Individuality
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
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
The Concept THE SECRET PLEASURE OF A FEW.
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.
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
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
PressActivity The presswill have to walk a Jagaround (controlledenvironment) ´How alive are you?´followed by a Jaguar Test drive
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
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
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
Makeourweaknesses the strength In 2014, weonlywant to sell 2,500 cars. Optimize the exclusivity for ourbuyers
Maketheweaknesses the strength Didn´t getyourJag?
Make the weakness the strength TRY AGAIN NEXT YEAR
Limited edition – Eachbuyergets a plaque withtheirname and number of the car
Limited edition – Billboard on La Defencewith the number of cars left to sellthisyear
Limited Edition– The billboardwill not bebranded to create intrigue around ´The Secret Pleasures of a Few´concept
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.
Limited edition – Map of France showingwhere the other Jaguar owners are
To Conclude So….LetsmakeJaguar´smarketsharebigger. But not toobig. Thankyou.