Who is rolls royce target market

As a brand that has been around for more than a century, Rolls-Royce is the modern embodiment of the British ultra-luxury, high-class saloon. Since it came under ownership of German Car Company, BMW , the brand has had to work particularly hard to maintain its British lineage as a reliable, ultra-luxurious car brand designed for the ultra-rich.

As such, Rolls-Royce does not take the contemporary approach to marketing that many car manufacturers have been known to take such as social media marketing. Instead, it opts for traditional marketing such as event marketing, where exclusive customers and potential customers are given the opportunity to test-drive a Rolls-Royce car and even meet with the designers of a particular model. There is simply no sneaking around in a Rolls-Royce.

Wherever you travel in a Rolls-Royce, people are guaranteed to look on in awe as they watch this impressive vehicle navigate the streets. Acquiring a Rolls-Royce is an exceptional experience that indulges the owner, offering him or her an experience of opulence, refinement and superior craftsmanship.

The production model was officially unveiled at the Frankfurt Motor Show. Rolls-Royce Ghost -A want: Want is something a person would like to have. Wants are the form of human needs take as they are shaped by cultural and individual personality. But a Rolls-Royce is only luxurious cars which have a costly brand value. Roll-Royce Ghost is not exception at all. But with luxury it offers a lower price than the previous model of Roll-Royce Phantom.

Rolls-Royce Ghost stands as a lavish status symbol globally. Its new 6. All that power is sent to the rear wheels through an eight-speed ZF transmission. The result is a 0- mph time of 4. Rolls-Royce Ghost operate their marketing activities most where peoples are rich and over rich e. Hong-Kong, Manhattan etc. Most expensive but luxurious car in the world.

So the economic factor is most important. It is marketed where the company can easily provide the after sales service to the customers. They design this car for luxurious drive and as cheaper re-model of Rolls-Royce Phantom. The Customers of Rolls-Royce are mainly fixed.

Rolls-Royce always tries to develop and maintain customer equity so that the market of Rolls-Royce is almost same all the time. The customer of the Rolls-Royce is rich and famous, and most of the times they replace their Rolls-Royce by the latest model, so Rolls-Royce Ghost is a new product in an existing market.

The Rolls-Royce motors use develop this ghost model for maintaining the company growth. Market Segmentation: Market segmentation is to divide the market into distinct groups of buyers who have different need, characteristics, or behavior and who might require separate products or marketing program.

A market segment is a group of customers who respond in a similar way to a given set of marketing efforts. Market segmentations are very important to find out which segment should be served in order to grab best opportunities.

Rolls-Royce motor car company has also make market segmentation for serving or selling the Rolls-Royce Ghost. They target the segments that have a reputation and fame with his occupation. We in the luxury goods market. Nobody chooses us to find an object to get from A to B — this is very much about a luxury good. Subscribe to the City A. Car rental Hertz ups its share expectations ahead of relisting.

Even their marketing campaigns follow the same philosophy to make sure they deserve the brand. Light the Way campaign of Rolls Royce is a perfect fit for the brand. Rolls Royce is among the very few brands that need no detailed introduction of features or performance advantages.

The campaign features former Formula 1 pilot Jenson Button. Rolls Royce adds a point to their bank here. Formula 1 is the highest echelon of motorsports and the peak of engineering. Eventually, having a former champion is the usage of so-called appeal to authority. Jensen Button surely acts as a figure whose choice can be trusted. Rolls Royce Wraith featured in the campaign is the trusted adventure companion of our hero. The discovery of new roads and experiences with Wraith is something to dream about.

The combination of power, comfort, and luxury make Rolls Royce the trusted friend of every adventure-lover. Surely, Rolls Royce is a brand affordable to a narrow audience. They make sure the experience is inclusive and unparalleled in the market.

With Cullinan, Rolls Royce established the bar high in the car market. The new model of Rolls Royce is the ultimate multipurpose luxury vehicle. It can drive you to a high-class evening event, or get you through off-road obstacles. Moreover, all of this is in a typical Rolls-Royce manner: in style, comfort and class. The Cullinan model also did not lose its class and is still a Rolls Royce we all know.

Cullinan is still a typical luxury vehicle; the buyer just gets more functionality on top. Altogether, this slogan is even an underestimation of what Cullinan can do. Throughout their existence, Rolls Royce always knew who their customer is. The ad starts with a snowboarding scene in snowy mountains then switches to a rocky off-road. The new Rolls Royce Cullinan carries his owner through off-road difficulties to a smooth mountain road. The next challenge for the Cullinan is the drive on ice, which he handles perfectly in the ad.

Eventually, the evening ends around a glass of whiskey with ice, and a cooling swim in the pool. The closing eye at the end symbolizes the finish of the day of a typical Rolls Royce owner. It is a car with so many functionalities that complement each other. The meaning of the commercial is the diversity of experiences that the Cullinan model can handle.

It is like a trusted butler that can take care of the master. Regardless of the circumstances and the environment, Cullinan is the real friend who will not disappoint. Any difficulty is a piece of cake. Behind all the performances is the elegant Rolls Royce that we love and dream about. The Rolls Royce commercial shows that the company cherishes the balance of functionality and luxury. Thus, we can conclude that they target the Balancers.