The Marketing mix of Jaguar analyses the 4Ps of Jaguar, which includes the Product, Price, Place, and Promotion of Jaguar. Jaguar is a renowned luxury car manufacturer known for its high-tech and suave car designs and enjoys worldwide acknowledgment for the quality of its cars. The Jaguar cars division is part of an overall brand, the Jaguar Land Rover, a British-based multinational car manufacturer.
The company has been used on many occasions to design and manufacture vehicles for the Queen, the Prime Minister, and many high officials and celebrities in the United Kingdom. In India, you will also find the car bought by the A+ class segment. Jaguar cars today are designed in Coventry, England, and manufactured at plants in Warwickshire and Birmingham. The car brand has a lot of history and is seen as prestigious by the public in Great Britain and other parts of the globe.
In 1989, the company changed hands as Ford bought it, who then passed it on as part of a package deal to Indian car maker Tata Motors in 2008. Although not owned by a British company, the design and manufacture of this brand continue to be in England. In India, Jaguar cars are available through dealerships in diesel and petrol models, including the Jaguar XF, XK XJ, and F type.
- Type: Luxury vehicle manufacturer
- Industry: Automotive
- Founded: 1922
- Founders: William Lyons and William Walmsley
- Headquarters: Whitley, Coventry, England
- Area served: Worldwide
- Key people: N. Chandrasekaran (Chairman) and (CEO): Thierry Bollore
- Number of employees: 44,000
Table of Contents
Jaguar Product Strategy
The Jaguar car brand is synonymous with smooth, fast, and luxurious vehicles. Unlike BMW, which has low-cost models, Jaguar is premium throughout and does not believe in approaching the masses. It is just for the classes. Jaguar is favored by people who are in a position to spend a lot on their vehicles. Please remember that the mileage of these vehicles is very low, sometimes going just a few miles for a liter of petrol/diesel. Thus, the maintenance and running of the car are also costly. Jaguar made its name in the 1940s and 50s by creating a chain of sports vehicles that caught the eye. These cars were successful commercially and on the motorsports track, which became an integral part of the sport for decades.
- Jaguar E-PACE: A compact SUV with a 2.0L Ingenium turbocharged four-cylinder engine featuring the R-Dynamic derivative, Black Exterior Pack, Fixed Panoramic Roof, 19″ Diamond Turned Wheels, Heated Steering Wheel, and additional power sockets.
- Jaguar F-PACE: It offers three powertrains, including a 246hp 2.0L turbocharged engine, a 395hp 3.0L mild hybrid turbo, and a 542hp 5.0L supercharged V8. Features include a Black Exterior Pack and styling-focused options.
- Jaguar I-PACE: An all-electric performance SUV enhanced with a distinctive design and richer specifications. Features include a smooth new grille in Atlas Grey, Black Exterior Pack, Heated Steering Wheel, and Ebony Suedecloth Headliner.
- Jaguar F-TYPE: Celebrating its final model year with special editions F-TYPE 75 and F-TYPE R 75, powered by a supercharged 5.0-litre V8 engine. Standard features include a Black Exterior Pack, Blind Spot Assist, Two-Zone Climate, and a Heated Steering Wheel.
- Jaguar XF: The brand’s single sedan offering P250 RWD and P300 AWD 4-cylinder engine choices, with features like an Electrically Adjustable Steering Column, Heated Steering Wheel, and Interactive Driver Display.
Jaguar Place Strategy
Jaguar’s Land Rover started entering India in 2009, and by the end of 2014, it had 20 dealerships in the country. The number – 4 distributors in a year speaks volumes of the exclusivity of Jaguar. The Jaguar cars are not for everyone. Thus, there is no massive distribution in place for the same. Jaguar only has showrooms and dealer outlets in India’s premium urban areas or worldwide. Jaguar’s power lies in its promotions and product quality rather than depending on the other distribution channels.
The company continues to grow in Asian countries while also delivering solid performances in its ‘home’ markets. As these smaller markets grow, the company is adjusting and opening more showrooms and dealerships accordingly, increasing its reach to the top-class people who can afford a Jaguar. However, like other top-end brands that deliver high-quality products at somewhat of an affordable price, Jaguar cars are financially restricting for many people and, therefore, seen as actual status symbols, a symbol of sheer success.
Here’s the place strategy of Jaguar.
- Global Distribution System Enhancement: Jaguar Land Rover (JLR) has invested in advanced vehicle tracking and management technology, exemplified by its global distribution system, D42. This system features end-to-end, order-to-delivery capabilities and harnesses real-time data for better outbound logistics management.
- In-house Management of Vehicle Logistics: JLR has shifted towards in-house vehicle logistics management in Europe and the UK, instead of relying on lead logistics providers (LLPs). This change allows JLR to build up knowledge and resources across the continent, enhancing control over their distribution process.
- Expansion of Global Manufacturing and Distribution Network: Jaguar has seen its sales and output grow significantly, leading to the opening of assembly locations in various regions, including India, China, and Brazil. This expansion reflects a strategic move to balance sales markets across different regions, optimizing their distribution network.
- Use of Rail Transport in the UK: JLR has improved its use of rail transport for vehicle logistics in the UK, accounting for about 30% of outbound transport. This strategy demonstrates JLR’s commitment to optimizing logistics efficiency and sustainability.
- Collaboration with Outbound Logistics Service Providers: JLR shares plans for new plants and distribution with its outbound logistics service providers well in advance. This proactive approach enables better planning and investment by JLR and its partners, ensuring smoother logistics operations.
Jaguar Pricing Strategy
Rest assured, if you think of how much diesel or petrol will cost when you buy this car, then this car is not for you. Jaguar purely uses super-premium and premium pricing strategy. The preservation of the rich or famous Jaguar cars can be costly. The starting price of the XF is about 30,000 GBP, while the XK can cost nearly 60,000 GBP. Depending on the customer’s desires, these prices can have thousands added on.
In India, the Jaguar XF is around 48, 60,000 (INR), and can rise to as much as 1,88, 00, 000 (INR) for a convertible XK. Jaguar provides dealerships that can offer customers loans or repayment schemes. A Jaguar’s running costs and maintenance may be more expensive than other car brands. Nevertheless, it is worth the luxurious features the car comes with. However, it does not fit everybody’s budget.
All cars are still built in the United Kingdom and shipped out to dealerships and customers. Although transportation is a significant cost, the technology that goes into the product is the costliest. The exclusivity of the luxury car market also contributes to the rise in prices because Jaguar has to survive while selling very few units compared to other brands.
- Value-Oriented Pricing Approach: Jaguar North America adopted a value-oriented pricing strategy, starting with the 2016 model year, to become more competitive within its market segments.
- Competitive Positioning: The strategy involves positioning Jaguar’s vehicles closer to the middle of the luxury segment, moving away from the highest end.
- Focus on Youthful Products: Emphasis on offering products that appeal to younger consumers and entering fast-growing luxury segments.
- Model-Specific Pricing: Models like the XE and F-Pace are priced competitively within their segments; for example, the XE range starts from $34,900.
- Value Enhancement of Existing Models: Jaguar lowered prices or added more standard equipment to models such as the XF, XJ, and F-Type.
- Pricing Examples: The second-generation XF starts at $51,900, a 9% reduction from the previous model; the ’16 F-Type added significant standard equipment without raising beginning prices.
- Jaguar Elite Customer-Care Program: Offers comprehensive coverage, including free maintenance, a bumper-to-bumper warranty, roadside assistance, and safety technologies for five years or 60,000 miles.
- Marketing Initiatives: The “Not Business As Usual” campaign focuses on specific models and utilizes various media platforms to support this new pricing strategy.
Jaguar Promotion Strategy
Since releasing their sports cars in the 40s and 50s, Jaguar has been associated with elegance and quality and is the car of choice for many celebrities and prime ministers worldwide. The clientele of the car brand speaks a lot about the quality of the vehicles. The company indulges in online advertising and some selected advertising on television but uses most of its audience on billboards and magazines.
However, when it comes out with TVCs (mainly for introducing a new product), it comes out with style. The TVCs are smooth yet powerful, conveying that the Jaguar is still prowling in the market, ready for the customers who can purchase it. Sponsorship deals allow the company to increase its brand recognition in growing markets, and participation in various car shows worldwide gives the company a chance to show off its latest vehicles.
This year, the company roped in handsome and stylish football player David Beckham as its brand ambassador. He will be the marketing face for Jaguar cars to be launched in the coming months in China and the world.
Some Recent Video ads and Print ads for Jaguar are:
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