MARKETING STRATEGIES OF LAMBORGHINI BY AZEEL M MBA DMS PONDICHERRY UNIVERSITY

1. AZEEL M

2. LAMBORGHINI
•Automobili Lamborghini S.p.A. is an Italian manufacturer of luxury sports cars.
•Founded by Ferruccio Lamborghini in 1963.
•Owned by Volkswagen Group through its subsidiary Audi.
Its production facility and headquarters are located in Sant'Agata Bolognese, Italy.
•The company's first models were released in the mid-1960s

4. COMPETITORS

5. SEGMENTATION
TARGETING
AND
POSTIONING

6. SEGMENTATION
GEOGRAPHIC
Region
Country
DEMOGRAPHIC
Age over 30’s
Primarily men
High Income
Rich premium personalities, celebrities

7. TARGETING
VERY HIGH INCOME GROUP
AGE BETWEEN 25 TO 45
FOOTBALL PLAYERS & CELEBRITIES
YOUNGSTERS

8. POSTIONING
ITALIAN EXCLUSIVE
CHALLENGING EXTREME
POWERFUL
STRIKING
DESIGN
AGGRESIVE LOUD

9. POSTIONING

10. MARKETING MIX

11. PRODUCT
ITALIAN LUXURY SPORT CAR
UNIQUE SEXY DESIGN
SUPRIOR PERFORMENCE
MOST ADVANCED BREAKING SYSTEM
BETTER DRIVING COMFORT
BETTER CONTROL AND STABILITY
CUSTOMIZATION
OTHER ADVANCED FACILITIES

12. PRODUCT
HURACÁN AVENTADOR

13. PRICE
PRICED AT PREMIUM
PRICE START AT 2.99 CRORE
HIGH RESALE PRICE

14. PROMOTION
It already enjoys immense awareness throughout the world, even in
places it doesn’t do any promotion
Merchandising
Launching event
Social media
Digital Marketing
Niche marketing
GT3 Racing

15. MERCHANDISING

16. LAUNCHING EVENTS

17. SOCIAL MEDIA

18. GT3 RACING

19. LAMBORGHINI SQUADRA CORSE

20. LAMBORGHINI MUSEUM

21. LAMBO POLICE

22. PLACE
It has its exclusive dealers spread all over the world as of yet with plans to
expand it’s dealerships to other countries & markets

23. REFERENCES
http://www.lamborghini.com/en/home/
http://www.slideshare.net/balugmenon/lamborghini-brand-analysis-29556227
https://www.youtube.com/user/Lamborghini
https://en.wikipedia.org/wiki/Lamborghini
http://www.carwale.com/lamborghini-cars/
https://www.facebook.com/Lamborghini