Bentley Motors is a luxury motor car manufacturer. This operational history of this exclusive brand dates back decades, built on a string of landmark successes. In Bentley's world, the image is one of the most important facts that the firm needs to protect. What problems does Bentley Motors face in building a new advertising campaign, and what are the opportunities?
Several points have to be studied to understand the issue faced by the brand today correctly, and then to answer it. Firstly, we will have to learn more about the history of Bentley. In the second part, we will approach the question of the development of the brand. The third part will conclude with solutions to the question: What problems and opportunities appear when a luxury motor car brand wants to communicate?
The British firm was built by W.O. Bentley in 1919 in London. The Bentley experience began with "acclaimed motor cars" which won many car races. The apogee of the young brand arrived in 1924, when Bentley won the mythic "24 Heures du Mans" race in France the first time. This victory was followed by four successes between 1927 and 1930, but the Great Depression arrived, and Rolls-Royce bought its national competitor. However, Bentley Motors remained a luxury and sports motor car brand.
In 1946, Bentley Motors moved to Crewe, which is still the principal place of production of Bentley's motor cars today. The history of Bentley always depends on that of Rolls-Royce, but its owner allows Bentley to retain its specificity. The most famous motor cars produced by Bentley are the "R-Type Continental", the "T Series", the "Mulsanne" and the recent "Arnage".
Volkswagen AG acquired Bentley in 1998. Globally reputed automotive brands were on an acquisition spree of other auto manufacturers aimed at benefiting from their knowledge. Thus, in the same year, VW Group bought Lamborghini and Bugatti Brend, Ford bought Aston Martin, the BMW Group bought Rolls-Royce, and the Daimlerchrysler Group bought Maybach. Today, Ferrari is the only "autonomous" luxury and sports motor car brand.
[...] THE SECOND GOAL OF THE ADVERTISING CAMPAIGN IS TO INCREASE THE BRAND IMAGE OF BENTLEY SELECT THE MARKETING COMMUNICATIONS MIX SELECTING THE MARKETING COMMUNICATIONS MIX IS COMPLICATED, BECAUSE IT DEPENDS ON THE BUDGET, ON THE TARGET, ON THE POSITIONING OF THE BRAND, AND ON THE OBJECTIVES RESEARCHED BY THE ADVERTISER. After we discuss the several modes of communication, we will choose which kind of marketing and communications mix will be the most adapted. TOOL STRENGTHS WEAKNESSES Television Powerful (large target). [...]
[...] Bentley Motors sold 8,500 cars in 2005. This was a big increase compared to the 6,500 sold cars in 2004, and the 1,000 cars sold in the year 2003. One of the biggest reasons of this success was the investment program launched by VW Group in 1998, after the acquisition. Consequently, £500 million were invested in new car programs. The second explanation of the progression of the sales was the success of the Continental WP range. B. Marketing analysis of Bentley Motors A marketing analysis is the first step, which provides an overview of the brand image, of the competitive advantages, of the several strengths and weaknesses, and finally of the market situation. [...]
[...] This is the traditional target of Bentley, but it must be qualified, because it gives Bentley an old image. The third target is younger, born after 1964. This young target could change the image deeply, and thus generate a new dimension to the customers' approach. Finally, it is obvious to recall that the target must be top-of-the-range. Moreover, these particular customers are generally male. The Bentley Motors cars attract the attention of impassioned car buyers, who seek exclusivity, but especially a car created in the spirit of tradition. [...]
[...] These specific magazines present two advantages: the target may read it during the flight, and the circulation rate is high because a single magazine may be read by several people in a day or a week. Three in-flight magazines have been selected. These come from the three biggest European airline companies. These companies are moreover good quality companies which businessmen appreciate. These companies are “British Airways”, France” and “Lufthansa”. Generalist dailies: Generalist dailies present the advantage of reaching several types of targets. [...]
[...] If Bentley wants to stay a leader in the sports cars industry, it needs to prove that it is a leader. Resting on past laurels is not enough Produce and implement the strategy A. Seduce actual customers This strategy includes the type of communication message. The first objective is to seduce the actual customers of the brand, and prospective customers. This strategy will use two types of communication: print advertising and public relations Print advertising Four types of print advertising will be used: General Magazine, Specific Magazine, Generalist dailies and one specific daily. [...]
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