1. Section B
Group 3
Kunal Jain [054]
Kushagra Sharma [057]
Pavan Daxini [078]
Prodyot Parashar [083]
Raj Kumar Singh [089]

2. Enzo Ferrari and Luigi Chinetti
Racecar driver for Alpha Romeo in
1930s
Founded Ferrari with Luigi Chinetti in
1946
Enzo was the soul and Luigi was the
brains behind the business
Europe was recovering from WWII so
Ferrari focused on the United States
1948 – First production Ferrari
166M Barchetta

3. The Quintessential Ferrari – 275
Introduced in 1964
First road car to be suitable for racing
Birth of the Grand Tourismo (GT) Class
Helped build Ferrari’s reputation

4. One of the Greatest Cars Ever Made
Ferrari F40 40th Anniversary Ferrari (1987-1992)
Enzo Ferrari’s last car MSRP: $250,000
Twin Turbo V8 First Production Car Capable of 200 mph

5. Management of Service/Manufacturing
Maranello, Italy
7000 cars built per year
Large proportion built in house
Machine/Casting Shop
3,000 workers
One person per engine
Working environment
Linking creativity to quality
Many facilities
Visionary planning

6. Ferrari’s Ethics
Precision Quality Exclusivity
True Enthusiast Racing Heritage Giving Back

7. Swot Analysis
Strengths of Ferrari:
• Extremely strong brand image.
• Products that are a fine combination of beauty & aesthetics
combined with unforgettable performance.
• The brand has connected to itself an aura of mystique
• Is looked upon as a status symbol
• Takes on new challenges on a constant basis with a head on
attitude.
• Innovation & technology are key drivers behind every product.
• A very inspired, well taken care of & satisfied work-force who are
proud to be attached with the brand. This was further expressed
publicly when Ferrari was voted the “Best Place to Work in
Europe 2007″.

8. Swot Analysis
Weaknesses of Ferrari:
• Ferrari’s business model, based around low volumes, removes the
possibility of employing certain technological solutions.
• That same business model also limits their sales volumes even though a
lot more demand is present in the market.
• Due to their “waiting list” model, they lose out on customers to the
competition.
• A big challenge lying in wait is fuel efficiency & emissions which are
growing in importance every day, thanks to spreading concerns over
the environment.

9. Swot Analysis
Opportunities Ferrari:
• Growth in the global market for high-performance super-cars due to growing
economies & developing nations.
• Expansion of the brand through entering into new & important automotive
markets like India wherein competitors like Porsche have already set up base.
• Enlargement of customer base (increase appeal of their products to a more
variety of buyers) through adding comfort, roominess, luggage space,
engines that are more user friendly, and so on, while at the same time
maintaining traditional Ferrari characteristics–performance, style, exclusivity.
Ferrari has been exploiting this aspect for a while & it has been a key
contributor to their success in the past 15 years.
• Development of technology (for example interfacing electronics with
mechanical systems) has opened up new avenues to explore for their
products.
• Packaging i.e. the concept of the car, is another area which still has years to
explore.

10. Swot Analysis
Threats of Ferrari:
• Automotive policies being pushed by countries & continents all over the
world which are being strictly enforced like the emission norms of 130g/km
of CO2 are very difficult to keep up with due to the performance oriented
nature of the engines built by Ferrari.
• Tough competition from other iconic super car brands like Lamborghini &
Porsche
• A competing brand like Porsche does not follow the same low volumes, high
on exclusivity model which is followed by Ferrari & hence sells a lot more of
its products & captures a large chunk of the market share.
• Once again, competitors like Lamborghini & Porsche are expanding their
product range to high performance SUV’s wherein Porsche has already been
very successful with its “Cayenne” model, all over the world & in particular,
in India, which has led to its success in the Indian market. Ferrari has not
announced any plans for such a product (high-performance SUV) as of yet.

11. Products
Ferrari has developed a very wide range of product line over the years and many variants on
those lines.
These product lines can be broadly divided into two major segments namely:
1) Sports cars
2) Road Cars

12. Products
Current Sports Car:
2012 Ferrari F2012
2012 458 Italia Grand AM
2011 599XX Evo
2011 458 Italia GTC
2011 458 Italia GT3
2011 Ferrari 458 Italia Challenge
2009 599XX
2009 F430 Scuderia GT3
2008 FXX Evoluzione
2007 F430 GT3
2006 F430 GTC
2005 FXX

13. Products

14. Products
Current Road Models

15. Product Development
Technology and Innovation
Each Car Customized / Tailor made
more than 65000 combination of interior available to choose

16. Product Development
One of Program
Car will have exterior design as per the customer.

17. Pricing
High quality High price
Maximum profit
Low volume (only 7000 vehicle overall and 550+ in middle east,2011)
Entry level car- 750,000 DHS
Upto 20000000 DHS

18. Competitor

19. Promotional Strategy
• "Ferrari does not have to advertise
because the sports pages in the local
newspapers do it for him.” – Henry
Ford
• Promotion through merchandising
• Strong Brand Presence throughout
the world
• Co-branding exercise with various
well known brands such as Puma,
Acer, Mattel, Marcolin
• Brand values – Exclusivity,
Customizability, Luxury, F1
Experience

20. Official Ferrari Magazine
• Started by Enzo Ferrari in 1930s
• Started by recounting special memories
of each season
• Intimate glimpse into the stories that are
not revealed to the regular media
• Exclusivity- It is reserved for Ferrari
clients in the first three years of
ownership and for those awaiting delivery
of their cars

21. Ferrari Owner’s Club, U.A.E.
• Founded in 2008 March by the owners themselves
• Projects the passion of its owners for their cars
• 80 members were enrolled in the first 8 months.
This number is increasing rapidly

22. Ferrari Store - Online
• Extremely simple and swift way to
purchase Ferrari products like
shoes, jackets and other apparels
• Stores are also famous for their
exclusive Ferrari collectibles
• Ferrari has collaborated with
some of the big names like
Puma, the Danish Lego Co.,
Acer, etc
• Apart from shopping, customers
can also test the Ferrari Virtual
Race, read the Forum and Blog
and lot more

23. Ferrari Store - Physical
• Physical presence in Abu Dhabi
and Dubai – the key target
markets
• Stores created in crowded
upscale malls to ensure
maximum visibility
• Merchandising to strengthen
Brand Equity

24. Ferrari World Abu Dhabi
Tool for Brand Promotion
• World’s first Ferrari theme park
• Located at Yas Island, Abu Dhabi
(UAE’s Capital)
• Its iconic sleek red roof, inspired
by the classic double curve side
profile of the Ferrari GT body,
spans 200,000 SQM, carrying the
largest Ferrari logo ever created
• Ferrari played an active part in its
development, owned by Abu
Dhabi government

25. Ferrari World Abu Dhabi
Tool for Brand Promotion
• It hosts 20 plus Ferrari themed
rides and attractions
• Target audience – Families, fans
and enthusiasts
• Key attractions: Galleria Ferrari,
Formula Rossa, Viaggio in Italia,
Junior Grand Prix, Racing
Legends
• Guests can purchase
merchandise from several retail
outlets throughout the park
including the largest Ferrari store
in the world
• Italian dining experience

26. Indirect Advertising

27. Indirect Advertising

28. Indirect Advertising : Social Media

29. Lamborghini – Cafés
• Tonino Lamborghini has partnered with
Retailcorp in UAE and has recently
opened two outlets – one near Dubai
Mall and the other within the Khalidiya
Mall in Abu Dhabi
• This kind of venture has not been
initiated by Ferrari

30. Lamborghini – Online Store
• Collectibles cannot be
compared to the variety offered
by Ferrari
• It has associations with some of
the top luxury brands like Tag
Heuer, Versace, etc
• The payment can be made only
in Euros or Dollars
• They give discounts to their
customers, a practice not
followed by Ferrari
Lamborghini – Online Store

31. La Vita Lamborghini
• Italian for Lamborghini Life
• The official quarterly magazine of
Lamborghini Club America, the largest
Lamborghini owner’s club in the World
• The owners in the U.A.E can only have the
online version and not the physical copy,
which is not in the case of Ferrari
• Lamborghini Owners Club: Unlike the
Ferrari owners, Lamborghini owners have
no official club formed yet
Lamborghini – Online Store

32. Lamborghini – Print Ads
Lamborghini – Online Store

33. Lamborghini – Print Ads
Lamborghini – Online Store

34. Ferrari V/S Lamborghini: Positioning
Ferrari Lamborghini
Logo – Cavallino Rampante Logo – Raging Bull
Red color : Brand Recognition Various colors
Association with Formula One
biggest asset
No valuable association
No need for Advertising Print and video ads
Target Customer: Car Lover Target Customer: Young, speed
lover
Target customer age: 20-45 Target customer age: 20-30
Ferrari World Abu Dhabi –
Unique Ferrari Theme Park
Associated with Disney World

35. Distribution
• One of the four element of marketing mix
• Distribution is the process of making a product or service available for use or consumption by
a consumer or business user, using direct/indirect means with intermediaries
• 3 Types : Intensive, Selective and Exclusive

36. Distribution of Ferrari
• Ferrari has level-2 channel Distribution : 2 Intermediaries in between i.e. Regional Office and
Dealer/Distributor
• Ferrari uses the Exclusive distribution strategy
• Waiting time is 18 months for delivery of Ferrari after down payment.

38. Distribution of Ferrari
• Ferrari has divided the entire globe in 6 different regions
• Ferrari North America, Ferrari North Europe, Ferrari South West Europe, Ferrari Central and
East Europe, Ferrari Asia Pacific and China, Ferrari Middle East & Africa
• Each having its central office called the “Regional Office”
• Under these offices are a number of “Dealers / Distributors” in different countries in which
Ferrari operates.

40. Distribution of Ferrari (Middle East & Africa )
• UAE falls in the region “Middle East & Africa”, having its regional office situated in Internet &
Media Free Zone, Dubai”
• This office is responsible for services and support to its authorized dealer network regarding
Sales and After-Sales, Customer Service, PR and Marketing activities
• Nine Markets: Bahrain, Egypt, Kuwait, Lebanon, Oman, Qatar, Saudi Arabia, South-Africa,
UAE.

41. Distribution of Ferrari (Middle East & Africa )
• A total of 12 dealerships are representing the brand in the Middle East &
Africa region
– Bahrain: 1 official dealership in Manama
– Egypt: 1 official dealership in Cairo
– Kuwait: 1 official dealership in Kuwait City
– Lebanon: 1 official dealership in Beirut
– Oman: 1 official dealership in Muscat
– Qatar: 1 official dealership in Doha
– Saudi Arabia: 2 official dealerships in Riyadh & Jeddah
– South Africa: 2 official dealerships in Johannesburg & Cape Town
– UAE: 2 official dealerships in Dubai and Abu Dhabi

42. Distribution in Dubai
• In Dubai, the distributor of Ferrari is Al Tayer Motors LLC (Sheikh Zayed
Road, Dubai )
• Al Tayer Motors was established in 1982 and represents major European and American automobile
manufacturers across the UAE.
•
• Al Tayer Motors has represented Ferrari in the UAE since 1988 and has won numerous awards over
the years for sales and after-sales activities.
•
• The dealership most recently won Best CSI Aftersales of the Year from Ferrari Middle East & Africa and
Best Video for the year 2011. Previously, it has won the Importer of the Year award for Middle East &
Africa for 2010 and 2008.

43. Distribution of Lamborghini
• In Contrast to Ferrari, Lamborghini has divided the entire globe in 3 different regions
• America, Asia Pacific and [Europe, Middle East, Africa].
• UAE falls in the region “Europe, Middle East & Africa”
• This region has the authorized dealer network regarding Sales and After-Sales
activities in the 29 markets

45. Distribution of Lamborghini
• In UAE, Lamborghini has 1 distributor having its outlet in Abu Dhabi and
Dubai. The distributor is Al Jaziri Motors LLC
• Since 1985 the Al Jaziri family maintains the exclusive dealers for
Lamborghini
• The main branch is located in Business Avenue building near the Dubai
International Airport
• The showrooms are based in Dubai and Abu Dhabi and a service centre is
based in Al Quoz, Dubai.

46. Scope of Improvement
• Narrow product line
Aston Martin
Audi
BMW
Chevrolet Corvette
Chrysler Viper
Porsche 911 GT3
Nissan Skyline
Nissan GT-R
Mercedes-Benz SLS
Mercedes-Benz CLK
Saab 93/Saab GT750

47. Scope of Improvement
• Long waiting period
18 month min
• Low volume business model
Selective toward customer
• Fuel efficiency & emissions
Hybrid car