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Bentley Motors

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by

Anna Osińska

on 26 April 2016

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Transcript of Bentley Motors

"The art of marketing is the art of brand building.
If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.”
Differentation and Positioning
non-motoring products
Questions and answers
Bentley Motors
Differentiation and Positioning in International Markets
Let's start from the beginning...
1921
Some history...
In 1931, Rolls-Royce bought a Bentley.
1931
Since 1998, Bentley is owned by Volkswagen
1998
Philip Kotler - Professor at the Kellogg School of Management
The characteristics of a luxury brand Bentley
Cross-Market Segmentation
The Traditional Markets of Bentley
Criteria of Selection of Bentley's Traditional markets
The Economic
Development
GDP per Capita
In 2004, Continental GT was launched.
2004
global reputation
association with a country of origin
an element of uniqueness to each product

Luxury's 6 P
people
product
passion
pleasure
purpose
price
Targeting
Bentley's target consumers
in emerging markets
in developed economies
team up with other luxury brands
traditional and newly found markets
targeting market products
Positioning
Bentley sells a lifestyle.
The Road Ahead
luxury cars
High price
tradition and heritage
global financial crisis
new markets
future
What is International market segmentation? What challenges does it pose to Bentley?
Using the full spectrum of segmentation variables, describe how Bentley segments and targets he international luxury car market.
Has Bentley differentiated and positioned its brand effectively? Explain.
Given the economic downturn in developed economies and the slowdown in emerging economies such as China, will Bentley continue to grow? Why or why not?
thank you!
Autors:
Jeschke W.
Laszuk Ł.
Markowski K.
Osińska A.
Owczarczyk M.
Full transcript