Rolls-Royce is a luxury automaker known for high-quality, handcrafted vehicles. This document discusses Rolls-Royce's brand positioning and strategies to attract new customers. It analyzes the core, actual, and augmented products Rolls-Royce offers. The document also considers strategies like reviving nostalgic models, partnering with an aftermarket modifier, and running a celebrity-endorsed nostalgic ad campaign to appeal to younger buyers and new types of customers. Risks include conflicting with traditional buyers or losing brand identity through modifications.

2. Strategic Brand Management: P58211
Professor: Bjoern Asmussen
Group Members:
Luca Ornella: 15128108
Martina Mingardo: 15121615
Salvatore Campitiello: 15122163
Nasim Iqbal: 15117743
Mauricio Ortegon: 15123143
Sourav Sen: 15125807
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4. What is Rolls-Royce Motor Cars
selling?
• Kotler P., Armstrong G., Harris L., and Piercy N. (2013).
“Principles of marketing”. 6th
edition Australia: Pearson
Core Product
• Car
• Heritage
• Status Symbol
• Exclusivity
Actual Product
• Brand Name
• Quality Level
• Design
• Metaphorical Packaging
• Features
Augmented Product
• Delivery
• Warranty
• After-sale Service
4

5. A B C
OF MARKET POSITIONING
ttributes enefits laims
• Kotler P., Armstrong G., Harris L., and Piercy N. (2013).
“Principles of marketing”. 6th
edition Australia: Pearson5

6. A
B
C
Rolls-Royce is an outstanding super luxury car
with an iconic design, handcrafted and made in England.
Rolls-Royce gives to the customer an immediate
recognizable status of royalty and heritage.
The customer service is matchless.
Rolls-Royce is made to be the best car in the world,
it is design without compromises.
Trusted to deliver excellence, enjoy the silence.
• Kotler P., Armstrong G., Harris L., and Piercy N. (2013).
“Principles of marketing”. 6th
edition Australia: Pearson6

7. The customer which is an
eccentric millionaire
is looking for self fulfillment in
social environment.
This makes Rolls-Royce in a direct
competition
not only with cars but also with
yacht and private jet.
• Dibb S., Simkin L., Pride W M., and Ferrell O C. (2012)
Marketing Concepts and Strategies. 6th
edition. Andover: George.7

8. 0
1250
2500
3750
5000
2007 2008 2009 2010 2011 2012 2013 2014 2015
From 2008 Rolls-Royce dealer network expanded to 80 new showrooms including Saint Petersburg, Kiev and Dresden
Top selling dealers are Abu Dhabi, Beverly Hills and London.
Launch of Ghost series II in November 2014
How many cars does Rolls-Royce Motor Cars sell?
For sales and dealers references see appendix8

9. Who is Rolls-Royce Motor Cars selling to?
Selected few individuals with
liquid asset in excess of 30 million dollars
Entrepreneurs Self Employed Celebrities
Old Money Buyers New Money Buyers
• Status symbol
• Heirloom
• Status symbol for the new rich
• Instant recognition
For references see appendix9

10. • Pure creation
• Unique work
• Materialized perfection
• Survive the trends
• Small series, workshop, handmade
work, very fine craftsmanship
• Series, factory highest quality in the
category
• Mass series
• Cost pressure
• Average quality
• Kapferer, J.N. (1997).
“Managing Luxury Brands, The Journal of Brand Management,”.
The brand
The upper-range brand
The luxury brand
Inaccessible luxury
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11. Tranformation Grid
Reduce
• No ways to say that Rolls-Royce
is doing a bad work
Stop
• Restricting itself in just one
customer sector maintaining
too strictly rules about exterior
design
Start
• New ways to exhibit the brand
as fashion, modern and
luxurious
Raise
• Increment the communication
through social media
• Increase the dealers network
• Chernatony. D. L. (2012).
From Brand Vision to Brand Evaluation. 3rd
Edition. New York. Rutledge.11

12. Brand Revival Strategy
Highlight the crucial aspect of the
past and in the meanwhile revitalize
the brand
Need to feel at home, research
of landmarks
Express self identity being
fashionable
Exploit the nostalgia of the past to
create a modern product
Vintage is fashionable and can
express self identity without
changing Rolls-Royce values
“Awakening” of the brand
catching both “new” and “old”
money
Effects
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13. Back to the roots
Campaign

14. Reviving an old model
14

15. 15

16. ROLLS-ROYCE SILVER CLOUD 1
DROPHEAD COUPE
ROLLS-ROYCE PHANTOM 1
JONCKHEERE COUPE
Curvy design more likely to appeal
to a younger customer and women than the square
shape design of current models
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17. Rolls-Royce and Mansory
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18. • Targeting new segments by promoting
Rolls-Royce’s existing relation with
Mansory
• Mansory has many followers on social
media where it shows the latest
innovations and customizations.
Effects
• To attract those potential buyers who
desire ‘self-identity’ with the unique
qualities behind a modified Rolls-Royce
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19. Who are the potential consumers that may be
attracted ?
• Young consumers primarily of ‘new money’, both male and
female
• Consumers interested in fashion and new trends
• Those who just want to separate themselves from social
cultural norms and stand out. Those interested in ‘self-
expression’.
Why Mansory?
• The German based luxury car modification is exclusive in its
on right, working with only top luxury brands.
• They already have a working relation with Rolls-Royce
Motorsports.
• A potential tie up between these two organizations would
greatly benefit both sides, even without the relationship
being exclusive.
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20. Nostalgic advertising campaign
with
celebrity endorsement
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21. • A great Youtube campaign with the support
of a great personality such as an actor
doing what he knows how to do best: recite
• Celebrity credibility, trustworthiness,
attractiveness, similarity, the match-up
congruence with the product
• Creation of nostalgia throw the impressive
impact of a campaign that express the
values and perfection that was the dreams
of both Charls Rolls and Sir Henry Royce
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22. Why nostalgia?
• Nostalgic advertisement is going to
hit the hearth of the consumers
with a powerful emotion.
• Nostalgic advertisement has been
widely used by those firms which
have a long history behind them.
Rolls-Royce has more than a
hundred years of history and that
means that has a lot of story to
tell. Nostalgic advertisement if
developed properly in a short
movie format can express both
the past and present together.
Why celebrities?
• The strategy of actor endorsement
has positive effects for both
company and celebrity.
• Companies try to find testimonials
that are widely seen as a
reference point, excellence in
their field, and are suction for the
new emerging class.
• Celebrities have great visibility on
social media allowing them to
capture the interest of many
people around the world.
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23. Risks and Benefits
• Conflict with current customers who buy the brand for its traditional design.
• Uncontrollable Celebrities behaviour can affect the image of the brand.
• Loss of car identity due to modifications.
• Attract younger/women customers.
• Renew the brand concept.
• Start the battle in the competitor´s market.
• New advertising for existing cars is not enough to catch the attention from the
zeitgeist customers.
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25. 25

26. References
• Dibb S., Simkin L., Pride W M., and Ferrell O C. (2012) Marketing Concepts and Strategies. 6th
edition. Andover: George.
• Kotler P., Armstrong G., Harris L., and Piercy N. (2013). “Principles of marketing”. 6th
edition Australia: Pearson
• Edwards, H. and Day. D. (2005). Creating Passion Brand: Getting the Heart of Branding. 1st
edition. London. Kogan Page.
Ltd.
• Chernatony. D. L. (2012). From Brand Vision to Brand Evaluation. 3rd
Edition. New York. Rutledge.
• Asmussen, B., March. H. S., Occhiocupo. N. and Farquhar, J. (2013).
“The Multi-Layered nature of the Internet-based Democratization of Brand Management”.
Journal of Business Research. Vol 66, PP. 1473-1483.
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27. • Hyun, H. K., Lee, H. J., Kim, M., and Cho, S. (2015).
Style synthesis and analysis of car designs for style quantification based on product appearance similarities.
Journal of Advanced Engineering Informatics. Vol 29, PP483-494.
• Rolls Royce Website. 2016. Available at: (online) http://www.rolls-royce.com/sustainability/better-power/
customer.aspx.
Accessed on 06/04/2016.
• Rolls Royce. Available at: (online) http://www.rolls-royce.com/country-sites/singapore/customers.aspx.
Accessed on 07/04/2016.
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28. • Rolls Royce Our Story. 2016. Available at: (online) http://www.rolls-royce.com. Accessed on 07/04/2016.
• Rolls Royce Trust Objectives. 2016. Available at: (online) http://www.rolls-royce.com/. Accessed on 07/04/2016.
• Understanding the Luxury Car Buyers WARC. 2016. Available at: (online) http://www.warc.com/Pages/. Accessed on
07/04/2016.
• Brown S., Kozinets R.V., Sherry J.F., Teaching Old Brands New Tricks: retro Branding and the Revival of Brand Meaning,
Journal of marketing, 2003
• The Guardian. 2016. Available at: (online) http://www.theguardian.com. Accessed on 07/04/2016.
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29. • Katz, Alan. Posh Cars Pile Up As Demand Drops. Business Report (2004)
• Lienert, Dan. What Your Car Say About You. Forbeb.com (2007)
• Pancevski, Bojan. Super-Rich Make Marque on Rolls Royce. The Telegraph (2007)
• Reed, John. Rolls Works Hard On Its Soft Sell Marketing. Financial Times (2007) pag. 10
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