JAGUAR

LAND-ROVER :
A customer
centric
Organization
 SYNOPSIS
•   The case looks at the enormous disruption affecting the entire automotive industry through the eyes of a recently hired
CRM expert at the British premium car maker Jaguar Land Rover who keeps the marketing team grounded by taking a
customer-centric approach.

• The case provides a clear sense of purpose about the typical customer journey and the touchpoints where the car maker
can reach out to the customer with relevant and timely information.

• The case reveals the way in which JLR collects data and customer intelligence during the product lifecycle in clear and easy-
to-understand terms.

• One of the highlights of the case is the use of ethnographic research to strengthen the relationship between the target
customer and the brand.

• The case also examines the creative use of smart-data analytics for decision making and the innovative deployment of
conjoint analysis for simulating output volumes against price points
Ques : 1 What were the key changes that Tata Motors made to Jaguar and Land Rover
after Tata acquired the two brands from Ford in 2008? How and why did Tata make
changes to the strategy?

Answer - Tata acquired both the brands from ford in 2008 and moved beyond product
based strategy towards a customer centric approach.
They invested heavily in a single global CRM solution to revolutionize the way brand
interacted with customers, Product-consumer centric approach had helped Jaguar well
and its reputation for world class engineered vehicles.
Aim was to develop analytical techniques and intelligent methodologies to optimize
touchpoints between company and customers.

 
Ques : 2 What does a typical customer journey look like in the automotive industry?
Will this change in the future?

Answer - The automotive customer journey includes the following steps: 

•Awareness, when a customer first discovers your brand
•Research, where they are considering buying options 
•Consideration, when they are actively considering purchasing 
•Purchase, where they purchase the vehicle
•Loyalty, where they may refer other customers to you and purchase again in the future 
The automotive industry is set to change with rise of self driving EV and hybrid cars. With
availability of mobility platforms and better app powered cab services, consumers are
moving away from owning cars to using these services

 
Ques : 3 Why is a product launch cycle important? What does a typical launch cycle of a car look
like? What are the key objectives of JLR at each stage?

 
#TAM - Total Addressable Market
Source: https://productmarketingalliance.com/product-launches-q-a/
Developing New Product

 As there is need for an EV car model of the car in the market place.
 There is a need of a subscription or leasing contract.
 They had pricing clinics to determine the forecasted volume and do a price-demand
simulations.
Launch Planning - There is a plan to put Electric motor into every model of the car that is
produced after 2020.
Pre-Launch Marketing
 It is CRM system in place to collect the data on the customers requirement in terms of
specs. This program ran throughout the pre-launch and post-launch phase. This was called
‘Voice of Customers’
 Virtual reality was used to give customer an experience inside the new car. This was very
cheap. This was done using VR Headgear.
 Marketing team found out that the people in urban area sit in lot more traffic so they
designed a marketing strategy of comfortable seat for these people.
 Listening to social media they were able to forecast the demand for the car.
 They also involved targeting the customer. They found that in US the average income
of buyer is $243,000 and age is 47. Whereas in UK Income is half of that of US and age
is 57.

Product Launch & Sustainable Launch

 There is connected driver experience. This was done with a partnership with CloudCar.
 They found that by including technology at the showrooms, they can achieve a
customer requirement customization of the car and still deliver car in 5 months. CRM
team will send the customer with photos of the car in production this will give the
customer assurance that they made the right choice.
 Marketing team found out that the people in urban area sit in lot more traffic so they
designed a marketing strategy of comfortable seat for these people.
 If a customer is at the end of their leasing model, CRM team helps them to explore
next successor option.
Ques : 4 What data should be collected to ensure that JLR retains a customer-centric
approach? How should the different data sources be structured?

Answer - Data collected and their sources

• Feedback from and knowledge about customers

• Follow a customer through out the typical customer journey
• can be different in different segments and region
• Pre and post launch phases
• Keep communication relevant to customers
• Measure product dependability and monitor service and sales satisfaction
• Structure
• Quantitative-gender, age , region, average number of buyers
• Qualitative research- to find reason for disparity in quantitative research
• Ethnographic research- influence of context and lifestyle, cultural and attitudinal
factors
• Social media listening- embracing the digital world- forecast trends
• Sensor and GPS data from the cars, AI and statistical data
Ques : 5 How has digitalization transformed the automotive industry? What type of
customer intelligence techniques and methodologies should JLR leverage to
understand customers? Are some methods more appropriate at different stages of
the launch cycle?
Answer –

The consumer’s conception of cars and car ownership has been changing.

- Self-Driving Cars and Ride Sharing Platforms

- Driverless Technology has promised to reduce energy costs and traffic fatalities
- Platforms for mobility have opened up new vistas in which automobiles will be
available to any motorist.
- The major shift would occur when drivers, rather than visiting automobile brands,
went to their preferred mobility platform.
- The shift from Virtual Reality to Augmented Reality.
Customer intelligence techniques and methodologies should JLR leverage to understand
customers
- Invest in a single worldwide CRM solution. The CRM Team can assist the customer in exploring
the many alternatives.
- The customer journey was visualised in order to improve the customer-company relationship.

Customers' voices were heard during the pre- and post-launch phases, and ideas for small
adjustments or brand repositioning were taken into account during the launch period.
Pre Launch –
• Carrying out Quantitative Research,
• Qualitative Research,
• Ethnographic Research & Social Media
• Listing would be more appropriate in the Pre-Launch Stage.
• Forecasting volumes and price demand
Post Launch - Surveys are carried out to determine product dependability as well as to measure
sales and customer satisfaction. The product had a seven-year lifespan, and if the user was
involved throughout, the evolution of a successor model may be influenced.
Ques : 6 What is JLR's brand positioning? How has it changed since Tata acquired the brand?
Answer – BRAND POSITIONING

• Founded in 1922, Jaguar had a history of producing beautifully engineered cars with a
reputation for solid performance and road handling. It took great pride in its sporting heritage,
winning major sports car endurance races such as France’s 24 Heures du Mans, one of the most
prestigious automobile races in the world.

• Currently JLR uses Psychographics, demographic and geographic segmentation strategy. It

targets customers from upper-class social group, Professionals & Executives from rich families as
these are the people for whom Jaguar Land Rover will be affordable. It uses selective targeting
strategy.

• A strong brand and a positive image are keys to success for a premium car manufacturer. The
British premium car manufacturer position itself as an experience car company through
adopting new age technology which not only delights its customers but makes it competitively
ahead of its competitors. A value based positioning strategy is used by Land Rover.
• BCG Matrix in the Marketing strategy of Jaguar Land Rover-

• The Jaguar Land Rover operates in segments such as premium SUV, off road Jeeps, Classic,
Sports and customized cars. All its business segments in which it operates into with the offerings
such as Discovery, Range Rover, Special vehicle operations are stars in the BCG matrix
How has it changed since Tata acquired the brand?

After tata acquired JLR they went beyond the product based strategy they started providing real
solutions to customer and employees. This was done by

1. Customer centric approach

2. Introducing new models and more fuel efficient car

3. Use of AI and data analytics to understand the customer behaviour

4. Brand Marketing with social media

5. Offering multiple products like Hybrid Vehicles to Battery electric Vehicles

Ques : 7 What are the recent trends in the automotive industry and how have they affected
individual carmakers?

Answer - Emerging trends and effects on carmakers

• Government policies that urge customers to shift to EVs • Carmakers are

compelled to research
• Ban on fuel powered cars considering their degrading
and develop EV
affect on the environment
technology to withstand
• Government penalties for car developing companies for
the competition
not adhering to the CO2 curbing target • Pressure for companies

• Competition among companies to shift to EV to shift to renewable

technology energy powered

vehicles

• Change in consumer conception- self driving cars Incorporating VR and AI

and ride sharing platforms technology
GROUP – 3
2021135 - Anish Dessai
2021136 - Anjitha Ann K
2021137 - Anmol Shukla
2021138 - Anubhuti Chourasia
2021139 - Anuj Dhond