3.  Founded on 11th Sept. 1922 as
Swallow Sidecar Company
 Sir William Lyons and William
Walmsley
 Changed to Jaguar Cars Ltd., in
1945
 Merged with British Motor
corporation 1968
 Acquired by Ford in 1989
 Acquired by Tata Motors in 2008
 Jaguar has numerous nos of
Successful model
 Current car models are XJ, XF, XK

4. Automotive Previous owners
1948—1967 Rover Company
1967—1968 Leyland Motor Corporation
1968—1986 British Leyland Motor Corporation
1986—1988 Rover Group
1988—1994 British Aerospace
1994—2000 BMW
2000—2008 Ford Motor Company
Current models - FL2, Disc 4, RRS & RR

5.  Mission Statement
 “to create and build
beautiful fast cars. Cars
that bring the enjoyment
and exhilaration of driving
to life”
 Objective
 To produce the most
innovative cars
 To develop the “Super car”
that runs on electricity
 To continue to epitomize
the “Luxury” segment

6.  Size of luxury car market
expected to grow by over 50% to
24,000 unit against 16,000
LY(above units comprising of
BMW, Audi &Mercedes other
premium luxury cars
 “During last five years, the
luxury segment here grew from
0.16% of total car market to
0.60% in 2010. And now it has
grown to 0.70% in till February
this year”
 Number of HNI’s in India to swell
almost 3 times over the next 7
years (liquidity in 4.5 cr in above)

7. JAGUAR
MERCEDES
BENZ BMW AUDI
XF / XFR E Class 5 Series / M 5 A 6 / A7
XKR Coupe &
Convertible E Class Cabriolet 6 Series / Z4 R8 / RS5
XJ S Class 7 Series A 8
LAND ROVER
MERCEDES
BENZ BMW AUDI
Freelander 2 M Class X 1 Q5
Discovery 4 GL Class X 3 Q7
Range Rover Sport R Class X 5 Q7
Competition for JLR

8.  Segmentation
 Niche Segment:
 Elite class customer segment
 HNI customers
 Target
 Entrepreneurs and stars
 Status Symbol
 Positioning
 New luxury car

9.  Product
 XK (Sportscar)
 XJ (Luxury executive Saloon)
 XF (Luxury Coupe saloon)
 FL2,Disc 4, RRS & RR
 Place
 Mumbai
 Delhi
 Ahmedabad
 Hyderabad
 Price
 Price range ranges from Rs. 35
Lakh to 1.5 Crore
 Promotion
 ATL 20% and BTL 80%

10.  Political
 Governments regulations
 Industry highly unionized
 Economical
 Economic development
 Higher Standard of living
 Low Cost of Production
 Socio Cultural
 Move towards Environmental
Friendly Cars - Highly innovative
 Technology
 Technology diversification,
Increase in mass production

11.  Potential entrants: German
Manufacturers
 Threat of Substitutes
 Competitive luxury cars
 Power of Buyers & Suppliers:
 Buyers demanding excellence,
quality & service
 Competitive Rivalry:
 Mercedes, BMW, Porche, Lexus,
Audi
 Different cars appeal to different
people

12.  Strengths:
 Quality
 Culture
 Identity
 Luxury
 Innovative technology
 Weaknesses:
 Narrow range of vehicles
 Dealership network
 Unable to radically alter
design
 No economies of scale

13.  Opportunities:
 Economic growth in India
 New market opening up
 New technology readily
available
 Threats:
 Competition from other
luxury brands
 Potential economic
slowdown due to
recessionary trends in the US

14.  To increase penetration
 Reduce dependency on foreign
markets and enter new ones
 Focus on dealer network
 360 deg promotion
 Increase range of cars
produced
 Diversification and to spend
more on R & D

15.  National communications
 Press, Television, OOH
 Digital communications:
 Targeted websites to increase brand awareness and increase traffic on Jaguar’s website
 Experiential
 Track events
 Luxury drives
 PR & Social media
 Engage press and bloggers with new stories
 Brand Partnerships and Cross Promotion
 Work with companies with similar interests to leverage new business e.g. Barclays Wealth (investment
bank)
 CRM
 Having robust data to target the correct people
 Dealer Marketing
In a very competitive and saturated market, using all available marketing
channels to communicate messages is vital (marketing mix), these include:

16.  Results:
 2009 – 2010 – 229 units
 2010 – 2011 – 891 units
 2011 – 2012 – 568 units (till date)
 Increased awareness of Jaguar &
Land Rover in India
 Increased visibility of Jaguar &
Land Rover in India

18.  Increased Target
Audience
 Increased presence in
Metros
 Increased Semi-Urban
presence
 Increased quality &
dealer networks
 Increased range of
models

19. Brochure’sInteractive unit
Business card drop In-Flight TVScreensavers
Mega 96$
Digital Screens
First class & Business Lounge Domination

20.  2011 – 2012
 1200 units
 2012 – 2013
 1800 units
 2013 – 2014
 2700 units

21.  Launch Events
 Press Conference
 Customer Events
 Outdoor Events
 Full Page Ads
 “HELLO DELHI,HYDERABAD & AHMEDABAD”
 LOI – Letter of Intent given to Dealers for
conducting business for JLR Brands

22.  Jaguar XF (new shape)
 Jaguar XFR (new shape)
 Jaguar XKR Coupe & Convertible (new shape)
 Jaguar XJ (new added features)
 Range Rover Evoque

23.  Business Awards – UKTI / Filmfare Awards
 Football World Cup Finals
 Screening Event
 Fashion Shows by Leading Fashion Designers
 Boating Event – Regatta
 Infilm Placements - ZNMD

24.  1% Marketing Support from Tata Motors Ltd from
the total cost of vehicles procured from us
 Any thing additional will be borne by the dealers
 Outdoor
 Mall Displays
 Associate Events
 Promotional Offers

25.  Dealer Network Expansion at
 Ludhiana
 Bangalore
 Chennai
 Cochin
 Pune

26.  Range Rover Evoque launch in India
 MY12 Jaguar XF Diesel Launch
 Auto Expo 2012 – Delhi
 Jaguar Boating Regatta

27.  Sustenance Campaigns
 Outdoor/Mall Displays
 Associate Events
 Lifestyle / Fashion Magazines
 Infilm Placements
 Stand alone Product Launch

28. Thank you