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    Brand Study On Aston Martin

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    Parth Mehta
    This document analyzes Aston Martin through a SWOT analysis, comparative analysis of its cars, competitor analysis, market study, and description of its "Beyond Bond" advertising campaign. The SWOT analysis finds Aston Martin's strengths are its brand equity, heritage, engineering, and racing presence, while weaknesses are limited market penetration and product portfolio. The document also segments Aston Martin's target market as elite customers seeking luxury and performance.

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    Brand Study On Aston Martin

    Uploaded by

    Parth Mehta
    273 views8 pages
    This document analyzes Aston Martin through a SWOT analysis, comparative analysis of its cars, competitor analysis, market study, and description of its "Beyond Bond" advertising campaign. The SWOT analysis finds Aston Martin's strengths are its brand equity, heritage, engineering, and racing presence, while weaknesses are limited market penetration and product portfolio. The document also segments Aston Martin's target market as elite customers seeking luxury and performance.

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    A whole brand study on aston martin cars

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    Brand Study on Aston Martin

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    This document analyzes Aston Martin through a SWOT analysis, comparative analysis of its cars, competitor analysis, market study, and description of its "Beyond Bond" advertising campaign. The SWOT analysis finds Aston Martin's strengths are its brand equity, heritage, engineering, and racing presence, while weaknesses are limited market penetration and product portfolio. The document also segments Aston Martin's target market as elite customers seeking luxury and performance.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    273 views8 pages

    Brand Study On Aston Martin

    Uploaded by

    Parth Mehta
    This document analyzes Aston Martin through a SWOT analysis, comparative analysis of its cars, competitor analysis, market study, and description of its "Beyond Bond" advertising campaign. The SWOT analysis finds Aston Martin's strengths are its brand equity, heritage, engineering, and racing presence, while weaknesses are limited market penetration and product portfolio. The document also segments Aston Martin's target market as elite customers seeking luxury and performance.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 8

    Brand Study on Aston Martin Lagonda

    By: Parth Mehta- 91700424002

    Submitted To: Prof Sayyed Wajid

    Class: BBA- A

    Semester- 5

    August 2019

    MARWADI UNIVERSITY, RAJKOT 1


    SWOT Analysis
    1. Strength:
    - Aston Martin has a high brand equity and strong legacy

    - Rich historical heritage and values leading to strong customer connect

    - Strong engineering & designing team of Aston Martin ensures a stylish & powerful
    range of cars

    - Ultimate luxury & comfort through its cars as well as services

    - Cutting Edge & innovative technological features

    - Strong presence of Aston Martin in racing and motor sports events

    - Strong marketing and branding through advertising

    2. Weakness:
    - Comparatively, lesser market penetration

    - Limited product portfolio of Aston Martin cars in emerging economies

    3. Opportunity:
    - Expanding automobile market can be tapped

    - The historical values and heritage can be leveraged to acquire new customers

    - Increase market penetration through extensive distribution and increased promotion

    - Attract more customers through competitive pricing

    4. Threats:
    - Increasing fuel costs & strict government policies & taxes can affect Aston Martin sales

    - Product innovations and frugal engineering by competitors

    MARWADI UNIVERSITY, RAJKOT 2


    Comparative Analysis
    Specs Aston Martin V8 Lamborghini Ferrari 488 GTB
    Coup Huracan

    Price (On Road) 3.85 Crore 3.53 Crore 4.44 Crores

    Top Speed 205 Km/Ph 320 Km/Ph 330 Km/Ph

    Acceleration (0-100) 3.9 Seconds 3.4 Seconds 3.0 Seconds

    Engine 12 Cylinder 5935 CC 10 Cylinder V-10 8 Cylinder V8 3902


    V-12 5204 CC CC

    Mileage 10.20 Kmpl 11.91 Kmpl 8.77 Kmpl

    MARWADI UNIVERSITY, RAJKOT 3


    Competitor Analysis
    Basis of Analysis Aston Martin Lamborghini Ferrari

    Type Sports Cars Sports Cars Sports Cars

    Strength High Brand Equity Technology Sharing Top R&D


    with Parent department fulfilling
    Company i.e. international demand
    Volkswagen

    Weakness Limited Product Environmental Limited Distribution


    Portfolio Restrictions and Service Network

    Target Customer High End Customers Rich and Affluent Targeted towards
    from Urban elite class customers
    seeking for a brilliant
    sporty driving
    experience

    Prices 1 Crore onwards 1.5 Crores Onwards 2 Crores Onwards

    Core Competency Finest Design Speed Speed

    MARWADI UNIVERSITY, RAJKOT 4


    Market Study
    Sales Figures:
    Year Sales

    2015 1623

    2016 1508

    2017 2484

    2018 2296

    2019(Running) 1384

    Market Share:

    Year Market Share Growth (in %)


    2018 2.296 0
    2017 2.484 0.02
    2016 1.508 0.01
    2015 1.623 0.01
    2014 1.559 0.01
    Sources- Manufacturers, ANDC, JATO Dynamics

    MARWADI UNIVERSITY, RAJKOT 5


    Advertisement Campaign (Beyond Bond)
    Over many years Aston Martin has relied on famous James Bond for attracting buyers towards
    the car. But since last five years the sales of the company has declined which has made
    company to go back to the basics. Since, they were following the integral marketing strategy
    which means they were not giving ads on various media and word of mouth and James Bond
    played a vital role for the them. But, with change in time company has decided to go beyond
    James Bond and start incurring marketing expenses in double digits. The company has decided
    to come up with more new models by the end of 2020. The objective behind the new strategy
    is to tell the people company has some raw speed up its sleeves. Company has also started
    airing ads in TVs in US as a part of new plan. The company is going to sponsor the Red Bull
    formula one racing in 2020 along with signing with star drivers like Danial Ricciardo and Max
    Verstappen. This lead to the most iconic moment for the company as they came up with a new
    Multi- Million Doller model i.e. Aston Martin Valkyrie due by the end of the decade. The
    company has pulled out from big auto show presentations except Geneva Motor Show and
    started focusing on events like the annual Pebble Beach Concours d'Elegance, the Goodwood
    Festival of Speed, the Monaco Grand Prix and the 24 Hours of Le Mans — high-dollar
    enthusiast events that put Aston right in front of some of its ripest targets for conquest and
    repeat sales.

    MARWADI UNIVERSITY, RAJKOT 6


    Some Iconic Advertisement of Aston Martin

    MARWADI UNIVERSITY, RAJKOT 7


    Segmentation, Positioning and Target Market

    1. Segmentation
    The company comes under the segment of Luxury and sports car selling speed to the
    people with elegant design and fabulous service.

    2. Positioning
    Aston Martin is positioned as a company which has been delivering value to customers for
    many years through unmatchable performance & exclusive luxury

    3. Target Market
    Targeted towards elite class of affluent customers and people with high net worth like rich
    industrialists, sportsman, and other top 2% of rich public

    MARWADI UNIVERSITY, RAJKOT 8

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