Bentley tells it like it is? (2006)

Résumé du document

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.

Extraits

[...] These media are powerful, and for the biggest, full diffused in UK. Choose reputed dailies offer the opportunities, like generalist magazines, to catch a large panel of target, which different origins. Two dailies are selected: Guardian” and”The Herald Tribune”. The two dailies are well distributed in UK. They will catch “Baby Bust” born before the World War II, but “Baby Boomers” too. Many actives people read these dailies. Specific dailies: Specific dailies could be one of the best media Bentley could choose. [...]

[...] According to VALS Segments (SRI Consulting), Bentley's customers are “thinkers”. They don't follow fashion, or test an experience. They want to catch an ideal, a way of life, and they don't want to leave it. Research and determine drivers for action and the message strategy THE GOAL OF THIS STEP IS TO DETERMINE WHICH KIND OF FACTORS COULD INFLUENCE THE TARGET. THE SOCIAL-CLASS IS CERTAINLY THE FIRST ASPECT THAT INFLUENCES BENTLEY'S CUSTOMERS. IN FACT, THE PRICE OF THE CARS INDUCED THAT THE CUSTOMER COMES FROM AN HIGH SOCIAL-CLASS. [...]

[...] Bentley tells it like it is? (2006) Define problems and opportunities Bentley Motors is a luxury motor car constructor. This exclusive brand has an old history, build on victories. In the Bentley's world, the image is one of the most important facts that the firm needs to protect. Which problems Bentley Motors meets in building a new adverting campaign, and which are the opportunities? Several points have to be study to understand correctly the problematic of the brand today, and then to answer to it. [...]

[...] They are well considered in United Kingdom, and they offer the possibility to catch a large part of Bentley's target. The tree magazines are: economist” (UK edition), Times” and Sunday Times”. Specific Magazine : Specific magazines present the opportunity to catch a most selected target. Business men, because they are the most part of our target, should be touch during the day, during the transport time. Bentley Motors could not be published in free press, but rather in qualitative magazines like in- flights magazines. [...]

[...] Today, Ferrari is the only “autonomous” luxury and sport motor car brand. Bentley Motors sold in 8,500 cars in 2005. This is a big increase compared to the 6,500 sold cars in 2004, and the 1,000 sold cars of the 2003 year. One of the most reasons of this success is 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 is the success of the range Continental WP. [...]