Jaguar
Jaguar is the luxury vehicle brand of Jaguar Land Rover, a British multinational car manufacturer.
Headquartered in Whitley, Coventry, England. Jaguar was solely operating and manufacturing
Jaguar cars until its merger with Land Rover on January 1st, 2013 to form Jaguar Land Rover.
Jaguar is in a leading position. It continues to occupy the position of providing a product with
higher customer satisfaction despite of occasional budget constraint. The primary objective is to
strengthen the brand equity and maximum customer loyalty.
MARKET SEGMENTATION
In market segmentation, a group of people segment the market for a particular brand. It involves
dividing the market into subsets of consumers, or countries who have or perceived to have,
common needs, interests and priorities. There are different types of market segmentation like mass
marketing wherein there is less focus on customer’s satisfaction. Secondly, in niche marketing the
focus is on the small groups for segmenting the market. The segmentation can based on
demographics including income, age, education and gender. Psychological includes behavior of
the consumers, attitudes, knowledge and awareness and wants and needs.
1. Geographic
Jaguar was never focused on a particular region while it was focusing on expanding its services
globally and making its way into different markets. They also tried penetrating tier 2 cities
expanding its market share simultaneously. Keeping in mind of the professionals they shifted their
focus towards them also.
2. Demographic
The customer segmentation has been based on age and different income groups of the society.
Example- Jaguar introduced Jaguar S-type which was targeting young customer’s base.
The XE sports sedan had dual target that is young and women.
The jaguar XF series targeted the luxury car market (>25 lakhs) which was for high income groups.
3. Psychographic
With commercials like “Captured- Jaguar at play”, it has been trying to attract confident and strong
individuals by launching three different car to inflict the customers with the sense of power. It has
been considering the different lifestyles and habits of people.
MARKET TARGETING
Targeting the market shows the firm’s opportunities. After targeting, the company evaluate the
segments that has to be targeted. After analyzing the opportunities, the company analyses its
threats and weaknesses and the competitor’s effectiveness and the products that they offer. And
finally select the profitable and loyal customers to whom they have the capability to serve.
1. Differentiated:
Jaguar adopts differentiated marketing for different customers based on their age, income groups
and gender. Example- it launched a car which was more focused on independent women and
youngsters. With the launch it always concentrated on customers who like to be in power.
Launched Jaguar F-Pace for family along with Jaguar XFR and XKR-s for young and powerful
people.
2. Niche market:
Jaguar adopted a very efficient and effective market practice for serving its customers. It focused
on niche market segment who are willing to buy unique styling and powerful sports car. With the
help of demographic segmentation, Jaguar particularly focused on professional youngsters
between the ages of 30-40 by adding a new model to its product line- Jaguar XLJ Super Sport. It
had a luxurious look with younger interiors and sporty look. They also added a tagline, “How
Alive are you?” by giving an adventurous look to its model.
MARKET POSITIONING
Positioning is a strategy that aims at providing a distinct position of the brand over other
competitors. The positioning strategy of jaguar was to differentiate itself amongst its
competitors’ on the basis dependability, styling and performance. Despite of having many
competitors, the point of parity of Jaguar lies that they have a constant focus on niche segment
who have an affluent net worth and also the constant launch of sports cars. Its point of
positioning lies where it claims its product to be unique, high performance and also energetic
along with the tagline of “How alive are you?” aiming at the independent, youthful audience and
luxury customers.
1. Image differentiation:
Jaguar managed to brand itself as different from other competitors by positioning the brand as
animate- unique, powerful, energetic and high performance. All the competitors were focused on
being in luxury car brand range while Jaguar constantly appealed to niche markets of high net
worth individuals in the country and the launch of new sports car. Jaguar started campaigning of
the new launch of sports car for attracting and serving more of the youngsters. Afterwards it re-
launched its logo in order to modernize its brand for youngsters.
2. Service differentiation:
The company has service networks all over the world. The product line offered is extensive which
makes easy for the customers to find its perfect product according to its income and usefulness. It
has the biggest network with dealers better than its competitors. It has been expanding since its
launch and reach its potential customers.
RECOMMENDATIONS
1. Jaguar needs differentiation that can be achieved through technological innovation and
product line innovation. It needs to expand its categories in the products offered by the
company.
2. Jaguar needs to expand its investment plans on research and development for expanding
its product line. Although it spends a huge amount on its R&D but comparatively it is less
from its competitors.
3. Emission norms are getting strict for the future so the company should switch from
combustion to total eco-friendly cars which will not hamper the car’s future growth.
4. Since the company has been focusing on the luxury cars, it is time to think about domestic
cars for the customers who cannot afford luxury cars. This decision can be beneficial for
the company in the long run because the product line will expand for a new segment who
cannot afford luxury cars.
