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Positioning: Managing node Impressions [01] 10:05AM Thu, Sep 9, Aldrich mansion 109 [02] 11:40AM Thu, Sep 9, Aldrich Hall 109 TOPIC
Introduction/ refine roamer
MATERIALS Land Rover North the States, Inc. (596036) ladder Rover, Defender, and uncovering Advertisements ASSIGNMENT
Welcome to Consumer Marketing. There are two assignments for today. First, ravish take some time to fill out the conform to posted in the ?Materials? section. Thanks.Second, please prepare the Land Rover case for todays discussion. The case is set in 1994, so situate yourselves back in time as you prepare for the discussion. In 1994, competition in the SUV category is intensifying, particularly in iii sub-segments of the U.S. market: (1) young, affluent buyers; (2) family buyers (buyers who are married with kids); and (3) luxury buyers. In this context, Charles Hughes, President and CEO of Land Rover North America (LRNA), is determined to transform LRNA into the largest market for The Rover Group worldwide.1.What does the Land Rover brand represent? What is the meaning of the brand in the UK? In the US? 2.Hughes is currently debating three attitude survivals for the Discovery.
The freshman option is to laughingstock families, using promotional activities that dungeon The unambiguous Family 4 x 4 theme. The second option is to target 4 x 4 (offroad) enthusiasts, using promotional activities that support The Evolved Land Rover theme. The third option is to stress Discovery?s $20,000 price differential versus its up-market sibling (the Range Rover), positioning the model as The More Affordable Range Rover. Which option do you support, and why? 3.Given your choice in Question #3, which elements of the promotional mix would you emphasize: print/television advertising (e.g., hold in Exhibit 4; you may also want to realize the TV ads posted in the Materials section), PR events (e.g., La genus Ruta Maya Expedition), or experience marketing programs...If you want to get a full essay, order it on our website: Orderessay
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