“JAGUAR” Marketing Plan



Marketing Plan




Executive Summary

The strategies of Jaguar has been assessed and carried out through robust critical analysis using the framework comprising of six significant marketing facets. There are six fundamental facets in the framework; they are situation, strategy, objectives, control, tactics and actions. This combination is known as SOSTAC framework. Through several external and internal environment factors, this plan of marketing has been critically analyzed. PESTLE analysis suggested that the macro-economic level of external environment is key transformation driver results to the innovation of electric cars. The advertising and marketing plan consists of the analysis of value chain and the evaluation of SWOT in an effort in analysing the one-of-a-kind abilities of Jaguar, which differentiates them from their competitors.



Table of Contents

Executive Summary. 1

Introduction. 4

Marketing Mix Analysis. 5

Situational Analysis 10

Internal Factors. 10

External Factors 11

SWOT ANALYIS on strategic development 13

Market Segmentation. 14

Target Marketing. 15

Target Markets. 15

Target Audiences. 15

Market Positioning Statement 16

Objectives 17

Marketing objective. 17

Communication objectives 17

Sales objectives 17

Budget 18

Key messages 18

Advertising objectives 18

Target audiences. 18

Product description. 19

Major selling idea. 19

Advertising appeal 19

Advertising execution. 19

Messaging Strategy. 20

Supportive information. 20

Media Plan. 20

Medium.. 20

Media mix and vehicles 21

Coverage. 21

Reach and Frequency. 21

Evaluation. 21

Appendices. 22

Conclusion. 23

References 24






The motive of this study is to determine the advertising and strategies of marketing of Jaguar automobiles by using making use of the SOSTAC framework. The vehicle agency “Jaguar” is a British luxury car manufacturer founded in Whitley, England, and owned with the aid of the Indian large “TATA Motors Limited” when people consider that in 2008. The car employer founded in 1922 through “Sir William Lyon” with the call of Swallow Sidecar, making sidecars automobiles earlier than changing to passenger vehicles. The name transformed after “World War II (WWII) from Swallow Sidecar to Jaguar” due to conflicts with “SS Initials”. Therefore, Jaguar makes use of hierarchical business enterprise framework to reap the achievement, which may be visible in below figure.

Figure: Hierarchical structure of the company Jaguar

(Source: Thorley, 2016)

For exclusive generating of fancy sports activities motors, the elegance which is aimed through, Jaguar are the luxury-earnings class and mainly purchasers who need to experience the journey in most expensive and rapid ways. Therefore, according to research, Jaguar’s electric car and its vision is to design vehicles, which can be a mix of responsive overall performance that receives people in racing and a innovative and dramatic layout that makes people to stare and stop of the chancea that stirs people’s feelings.

The remaining three years sales of Jaguar might be same but, a massive distinction inside the earnings of remaining 3 years because of massive investments in trending era like electric powered cars. The 2014 revenue of Jaguar is £19,386 million, 2015 is £21,866 million and in the year 2016 £22,208 million.

Marketing Mix Analysis

The 4P’s of the program of marketing utilizing SOSTAC framework through aiming products, promotion, place and price


The Jaguar services or products may be classified as either tangible or intangible presented to the marketplace as a way in order to fulfil the preferences and requirements of the customers. The below figure illustrates the Jaguar merchandise, their descriptions and category.

Figure: Products of Jaguars

(Source: Taylor, 2016)

As it is visible from above figure, Jaguar compromises of coupe, SUV, saloon, sport and  electric powered cars. There is a tremendous correlation between merchandise and purchaser pleasure. Supporting this context, Jaguar services or products are execute to fulfil their goal markets who’re elegant and obsessed with the products.


The act of conveying messages through being persuasive approximately a particular product and services to customers is referred as Promotion.  A study on analyzing the affects of advertising and marketing blend on tourist pleasure and it is far observed that promoting may be extensively related to consumer pleasure (Atwal and Williams, 2017). Jaguar utilises the “Above the Line (ATL)” and “Below the Line (BTL)” advertising that normally entails advertising, magazines, TV, radio, newspaper and income merchandising. Below table shows the promotion strategies of Jaguar.

Table: Promotion strategies of Jaguar

(Source: Samiee and Chirapanda, 2019)

Jaguar utilises the “Push and pull” promotional advertising through TV advertisements with the celebs and sponsors wearing occasions to boost the advantages and through the social media, which are shown in below figure.

Figure: Promotional strategies of Jaguar

(Source: Kingsnorth, 2019)


Place that is also known as distribution, is recollect to entail distributional sports of the agency. Jaguar provides its product or offerings thru different and selective distribution. According to research, Jaguar has approximately 108 sales and servicing centres across United Kingdom. Jaguar has a completely successful customer support, as regards to distinct enquires for the customer. Therefore, Jaguar offers 24 hours and all days in a year street renewals, sales and assistance opening from Mondays to Fridays from 08:30am-7:30pm and Saturdays 09:00am- 5:00pm to assist customer select the pleasant automobile that healthy their requirements. However, the channels utilized in jaguar cars distribution are commonly from the “Manufacturer – Dealer – Consumer”.


Pricing model is the thing that the enterprise communicates with the clients.  Price may be defined as the amount a client is inclined to pay to gain pleasure (Išoraitė, 2016). Figure below suggests Jaguar products and its prices as compared to its primary competition Mercedes and Audi presenting near merchandise while Figure below displays the price versus Jaguar and other manufacturers.

Figure 3: Jaguar pricing strategies comparing with its competitors

(Source: Mukherjee, 2016)

Figure: Jaguar price and quality of the product comparison with others

(Source: Lee and Tseng, 2016)

From the figure above, a person can decide that jaguar uses the top class pricing approach due to its goal marketplace, and having the goal to enhance the revenue by means of 20% by means of the end of 2017.  The Jaguar and its exclusiveness contribute high price due to the fact jaguar has to live on and develop within the marketplace while promoting small units.



Situational Analysis

The situational analyses is a centre part of any advertising and marketing or business plan and have to be reviewed time by means of time to make sure that its miles stored modern factors.

Internal Factors

The internal factors are concerned in figuring out the situational evaluation of any organisation with the intention to increase business and advertising strategy for Jaguar Corporation defines the internal and external components of the industry, which indicates the:

  • Srroundings of business
  • Skills
  • Capability
  • Clients and their effect on the device or mechanism of the organization.



External Factors


The “Political, Economic, Social, Technological, Legal and Environmental (PESTLE)” have been defined regarding the organization. A macro environmental framework is utilized as  strategic and analytic approach to examine the outer factors that would effect on the operation of the organisation.

Some of the PESTLE elements are highlighted below that would impact the Jaguar Electric car enterprise.

  Factors Positive/ Negative Threat/ Opportunity  


·       Several creation of latest scheme within the The UK and the European automobile industry had been there are strict rules to fabricate vehicles with excessive mileage and can turn the  boom sales along with  manufacturing for the enterprise (Gupta et al., 2019)  






Economic Aimed size of marketplace: if GDP and dwelling requirements are excessive clients tend to shop for more vehicles.


Contemporary goods like gases and oils are high an therefore might led to deprication in sales.

·       Postive






·       Opportunity(+)




Threat (-)

Social Purchasing fliuctions samples in the vehicle industry because of consumer facing troubles because of recessions in extraordinary mounted markets and in maximum instances the protection of the auto.


Different purchasers may be selective in  selectecing version and lapeoplet of vehicles (Ho, 2014)

·       Negative








·       Threat(-)








Technological ·       Increase in innovations regarding technical layout and paradigms ends in growth in sales.

·       Supply chain collabration has a tendency to minimize the losses and enhance the profit.

·       Positive




·       Opportunity(+)




Legal ·       Balanced transition which has a tendency to big global exchange with respect to minimal threat. ·       Positive ·       Opportunity(+)


Environmental ·       Environmental guidelines associated low carbon generating cars because the EU emmission standards are called the Euro standards




·       Tranformation of production reduces the unfavourable impacy on the conditions of environment due to government compliances with regulation of emission.







Threat (-)









Table: PESTLE Analysis of Jaguar

Change of Drivers due to PESTLE impact

The table above illustrates the PESTLE evaluation of the car enterprise which enables to pick out technology because the foremost drivers of alternate in the excessive-elegance car industry.

One the largest alternate in the car enterprise is the re-evolution of electric automobile. The improvement of opportunity types of power along with the hybrid, sun and electric powered are unexpectedly remodelling the reliability of the car organization from gasoline and oil which lowers the oil and gasoline impact on the automobile firm. Therefore, it sounds better where two basic draw backs along with secure as hybrid automobiles are incapable of dealing with slippery floor including snow and ice. Secondly, the rate to update a battery ranges among $9,000 to $12,000.

SWOT ANALYIS on strategic development



1. Strong brand identity and popularity due to high exceptional cars which can be unique in layout from different competition in high-priced and sports class

2. Innovation and expansion of technical development via R&D.


1.0   1. Small marketplace in terms of class for Jaguar cars because of generating simplest excessive quit and steeply-priced vehicles that can be less costly only to wealthy elegance all over the world. The ratio of wealthy magnificence may be very small in comparison to centre magnificence and occasional class globally (Crawford, 2016)

2.0   2. No revel in affordable vehicles manufacturing due to generating only excessive quit and top rate elegance fashions.


1. Market expansion because of alternate in technology.


2. Economic increase thru introducing new fashions inside the marketplace and diversify its manufacturing including Brazil and India in which labour cost if pretty low..


Three. Internal growth thru collaboration with “TATA Motors” affords Jaguar and its opportunity of having massive funding in research and improvement and building new production plant life in extraordinary places.


1. Government rules in phrases of excessive heavy duties on luxurious vehicles which affect the call for Jaguar ends in decrease in sales and loss of clients.

2. Intense opposition due to introducing comparable stage of high-priced vehicle fashions through its competitors who include BMW i8, Mercedes SLR McLaren and Audi R8 fashions.

Table: SWOT Analysis of Jaguar

Market Segmentation

The marketplace segmentation of a company allows deciding the marketing method of an organization. It consists of segmentation associated with market geographic, demographic and psychographic. Segmentation, Targeting and Positioning supports in determining the targets of the agencies that leads to efficient market plans and development of methods. Figure thirteen underneath spotlight the marketplace segmentation variables of Jaguar.

Figure: Market Segmentation of Jaguar

(Armstrong et al., 2018)


Target Marketing

Target Markets

After segmenting the market, it is critical to goal most effective the ones marketplace segments and customers which expand the hobby of the organization and functionality to deliver the needs. The under suggests the target marketplace Jaguar makes a speciality of throughout product improvement.

Figure: Target Marketing of Jaguar Motors

(Source: Zhou et al., 2019)

Target Audiences

The imaginative and prescient of Jaguar Motors provides excessive-cease costly models of sports cars within the market. However, audiences are focused on method of Jaguar must change. This constrained and concentrated method is implemented with the aid of Jaguar and it is the big drawback of the corporation, which reduces the share of market with the aid of their mistaken focused on plans.

The main question that why the company is not aiming at the centre magnificence and produce affordable vehicles all around the world. Therefore, the solution to this question is that people are able to discover by determining the Jaguar’s vision and highlights the line that explains that they are not inquisitive things about creating a standard vehicle that utilized for most effective transportation functions. Because consistently, the Jaguar don’t just manufacture automobile, however they offer best to their products.

Market Positioning Statement

Jaguar is asking forward to market its positioning of brand after income record in the year 2016. Cementing the positioning of brand and the approach helps to distinguish from its principal rival competition, which might be Mercedes, Audi and BMW in phrases of quality overall performance, durability, styling and dependability (Rolim et al., 2019). The Jaguar and its competitors are all available in the class of luxurious sports brand cars. Jaguar and its  POP (Point of Parity) is primarily based at the appeal of the area of interest marketplace with high internet well worth individuals everywhere in the international via the launch of its highly-priced sports and high priced motors.

The unique promoting point of Jaguar is thru its unique light weight aluminium body automobiles fashions introduce in markets through the efforts of its creative tech-automobile engineers, who satisfies and benefit the loyalty of the brand from its clients across the world. Die to this reason; Jaguar is one of the maximum dependable brands in international prestige class.

Figure: Perceptual map of Jaguar


Figure: Perceptual Map of Jaguar based on Quality and Price


Marketing objective

The economic and marketing targets of this record are to growth income through 5% through the stop of 2017, growth logo awareness in age group awareness 18-30 via 5%, and enhance in revenue through 10% at the end of year 2017. However, the advertising software, called the 4P’s of Jaguar, is structured in such a way that supports the targets of the corporation and benefits the strategy leaders in achieving aggressive blessings.

Communication objectives

The advertising communication objective has raised 3 primary guidelines which include:

  • Low costing identical vehicle functions
  • Internal intensity analysis of market
  • ordinary remarks

Automobile enterprises Jaguar have their personal unique dreams and targets through offering beautiful fast vehicles preferred via customers across the world.

Sales objectives

Jaguar remodels its marketing and commercial enterprise strategy via strategic sales and accordingly takes the benefit of the truth that some markets are remained omitted by means of Jaguar brand for a long term. This entails humans from lower background of socio-economy, who in reality cannot manage to pay for the excessive charges of Jaguar vehicles. Jaguar as a result raises its income by means of catering to bigger marketplace by adjusting the objectives, they are:

  • Affordability, therefore to increase the revenue sales by 10% per year
  • expenses, and to improve the awareness of the brand  in 18-30 age group through 5 percent in UK annually
  • Designs of the automobiles.


The budget analysis of Jaguar shows the processes where the functional units of the cars are manufactured and each has individual tasks:

Key messages

Four key messages which will be communicated they are:

  • Limited consideration in information across capabilities
  • No clean code of conduct and absence of clean guidance
  • Reports will be prepare manually from multiply structures
  • overall performance will be measures and accountability concerning

Advertising objectives

The advertising communication will be through

  • Television
  • Social media
  • Celebrities

Target audiences

The “Jaguar motors” are relied on extreme-profits magnificence consumers defines the targets which lead to aim wealthy elegance all around internationally. Some high priority are there at proprietary of any models of Jaguar (Fuchss et al., 2019). Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.

Product description

Jaguar Motors product is due to the excessive funding in studies and improvement in innovating and lay outing of latest models of supercars. These investments and innovation technique will lead to higher income and boom of the agency.

Major selling idea

The major selling idea will be targeting the high aristocrat audiences communicated mainly through the business operation perspectives.

Advertising appeal

The client behaviour on social media appeal will be the factor upon which the behaviour that will affects in making post shopping for decisions.

Advertising execution

The execution style will be the lifestyle, fantasy or humorous, which will directly align in engaging customers in something that will be memorable. The lifestyle execution is illustrated as below.

Figure: Lifestyle advertising execution

This marketing campaign particularly aims the high profile economy class people who are smart, passionate, and complex and have luxurious lifestyle in preference of sophistication thru specific luxurious logo like Jaguar.



Messaging Strategy

Supportive information

Jaguar car models will have the information that illustrates “Drive time is no longer Downtime”. It information is as given below figure that includes a script, outdoor image and the story board aside.

Figure: Creative Advertising

Media Plan


The general categories of communication channels are:

  • Social media
  • Celebrity sessions
  • Travelling promotions through televisions

Media mix and vehicles

The vehicles that are selected for advertising are: Jaguar I-PACE, Jaguar F-PACE, and Jaguar XJ Luxury. The promoting plans of this will be through radio, magazines, TV ads and social media.


Geographic coverage: Jaguar Company has the purpose to targets customers across the world. It has large markets in Asia-Pacific, Africa, Europe and USA and others.

Reach and Frequency

Some high priorities are there at proprietary of any models of Jaguar. Therefore, Jaguar targets the people who have aristocrat, high-lifestyle and a success in their careers.


Option 2

Jaguar needs to end up active in powerful promoting advertising strategies, and if Jaguar want to be a best brand so that the young human beings are attracted closer to and this will be attained through:


  • Improving the brand attention inside the age organization 18-30 years by means of at the least 5% inside the richer components of England by using the quit of 2017.
  • Increasing income of jaguar with the support of 10% by way of the end of every year.






Skeleton budget

Jaguar XE 40 to 47 Lacs
Jaguar XF 60 Lacs
Jaguar XJ Luxury 1.11 Cr
Jaguar F-PACE 65 Lacs
Jaguar F-Type 2.8 Cr
Jaguar I-PACE 58 Lacs



In this report, a promotional plan has been created for the products of the company Jaguar. The report has discussed several strategic plans, promotional advertising, situational analysis, targeting markets and others through analysing different marketing mix  and SWOT analysis. Jaguar is a popular car manufacturer company and some of the models that are included in this promotional report plan is therefore considered to be advertised and make upgraded through cost benefit analysis.           The communication objectives along with sales, products, and several execution of advertising are done. Therefore, finally in this report, an effective company development plan has been introduced for entire effectiveness of the promotional plan and thus this report end up with these contents.


Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction. Pearson UK.

Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.

Crawford, M.J., 2016. An Analysis of Operating Environment & Strategy: A Case Study of Tata Motor.

Fuchss, S., Michaelides, A., Stocks, O. and Devenport, R., 2019. The Propulsion System of the New Jaguar I-Pace. MTZ worldwide80(1), pp.18-25.

Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.

Lee, H.M. and Tseng, Y.C., 2016. PRODUCT FIT AND BRAND FIT’S EFFECT ON AN ACQUIRER’S BRAND. Shangguan Keji Jikan= Commerce & Management Quarterly17(4), p.375.

Mukherjee, D., 2016. Case analysis: Tata Motors’ acquisition of Jaguar Land Rover. The Business & Management Review8(3), p.48.

Rolim, Z.E., de Oliveira, R.R. and de Oliveira, H.M., 2019. Industrial Concentration of the Brazilian Automobile Market and Positioning in the World Market. arXiv preprint arXiv:1908.09686.

Samiee, S. and Chirapanda, S., 2019. International Marketing Strategy in Emerging-Market Exporting Firms. Journal of International Marketing27(1), pp.20-37.

Taylor, J., 2016. British Luxury Cars of the 1950s and’60s. Bloomsbury Publishing.

Thorley, N., 2016. Jaguar-All the Cars. Veloce Publishing Ltd.

Zhou, C., Sridhar, S., Becerril-Arreola, R., Cui, T.H. and Dong, Y., 2019. Promotions as competitive reactions to recalls and their consequences. Journal of the Academy of Marketing Science47(4), pp.702-722.

Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT and PESTLE Analysis-The impact of Europe 2020 policy. NOLEGEIN-Journal of Corporate & Business Laws, pp.1-11.

Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic research2(5), pp.6478-6492.

Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–Granthaalayah4(6), pp.25-37.


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