Muhammad Iqbal UMT

Index
Introduction
Brief History
Company Success
ANSOFF Matrix
STP
SWOT Analysis
Product mix
Positioning Statement
Marketing Strategy
Unique selling point
PLC
Preceptual Map
Latest News

Introduction
Brand equity: €837 million ,2011
Parent company : Audi AG
Head Quarters: Bolognese, Italy
Revenue: US $97.5 million ,2012
Product category : Sports Cars & Super Cars

Brief History
Ferruccio Lamborghini founded the company in 1963 when he was 47 years old.
1978: Lamborghini went bankrupt in 1978 and was sold to Chrysler
1998: Audi AG became the sole owner of the company..

Company Success
2001: Lamborghini made one of the great cars, the Murciélago
2003: Lamborghini made another great car, the Gallardo.
2011: The Aventador is made, and is very expensive

ANSOFF Matrix

STP
Segmenting:-
Psychographic:
The upper class of the society
Targeting:-
Differentiated: The rich & affluent from the urban
Positioning :-
Premium Super sports car for people who want superior performance

SWOT Analysis
S-Known for superior handling &high speed
i.e. performance
W-Lamborghini allegedly under the scanner of environmentalists who feel fuel consumption is a lot
O-To increase the global reach as currently it is present in very few regions
T-Government policies against high fuel
consuming super cars

Product Mix
Width
Fashion, Super Trofeo, Accessories, Lambo World,
Luxury, Specials
Depth:-
Model Cars:
AvendatorLP700-4,
Gallardo LP570-4, Super Trofeo,
CountachLP500,Urraco,
MurcielagoRoadster,GT2

Positioning Statement
Targeting elite class according to need of cars our brand is sports&super cars that’s why Lamborghini recognizable in its design as a unique and unmistakable work of art.

Unique Selling Point
Superior Handling & performance
Four wheels power cars

Product Life Cycle

Preceptual Map

Latest News
MILAN — Lamborghini chief executive officer Stephan Winkelmann says the automaker will decide in coming months whether to join other luxury brands and expand into all-terrain sports utility vehicles.
The National Highway Traffic Safety Administration has issued a bulletin over a recall for up to 144 examples of the 2012 Lamborghini Aventador here in the States. The affected models, built from July 15, 2011 to April 20, 2012 have headlights that apparently don't conform to US federal motor vehicle safety standards. The lamps can be aimed horizontally ...

Latest News
Lamborghini is planning to roll out a new car for the brand's 50th anniversary. Automotive News Europe reports the Italian automaker will unveil a special one-off machine to commemorate the date next year. CEO Stepahn Winkelmann has been tight-lipped about the vehicle, saying coyly, "It will not be a revival or a retro." Fortunately, with 2013 right ...