Lambo Project Work.docx

ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout the course of this MBA project. I am thankful for their aspiring guidance, invaluably constructive criticism and friendly advice during the project work. I am sincerely grateful to them for sharing their truthful and illuminating views on a number of issues related to the project. I express my warm thanks to Mr. [SURNAME] and Ms. [SURNAME] for their support and guidance at [COMPANY NAME]. I would also like to thank my project external guide Mr. [SURNAME] from the [NAME] company and Ms. [SURNAME] and all the people who provided me with the facilities being required and conductive conditions for my MBA project.

Thank you,

INTRODUCTION

Founded in 1963, Automobili Lamborghini is headquartered in Sant’Agata Bolognese, in Northern Italy. The Lamborghini Huracán, which made its world debut at the Geneva Motor Show in 2014, in the Huracán Spyder and rear wheel-drive version released in 2015, are the successors to the iconic Gallardo. With their innovative technology and exceptional performance, they redefine the driving experience for luxury super sports cars. The Coupé and Roadster versions of the Aventador and the Aventador Superveloce are the new benchmark in the world of luxury super sports cars with V12 engine. With 135 dealerships throughout the world, Automobili Lamborghini has created a continuous series of dream cars over half a century that include the 350 GT, Miura, Espada, Countach, Diablo and Murciélago, as well as limited editions such as the Reventón, Sesto Elemento and Aventador J. The Veneno Coupé, Egoista and Veneno Roadster were produced to celebrate the company's 50th anniversary in 2013, while the Centenario pays tribute to the 100th anniversary of the birth of founder Ferruccio Lamborghini in 2016.

History

Lamborghini was established in the year 1963 by an Italian businessman named Ferruccio Lamborghini. He founded the company with the aim of designing and manufacturing cars that would compete with popular car brands like Ferrari. The company launched its first model during the mid 60s and got instant acclaim for the refined design, supreme comfort and impeccable performance of the car. The company further made its presence felt when it launched its first sports car, Miura Sports Coupe` in 1966. When Ferruccio retired in the year 1974, he sold the company to Georges Henri Rosetti and Rene` Leimer. Later, when the company went bankrupt, it was purchased by Patrick Mimran in 1980. Under his management, more models were added to the company product line like Jalpa Sports Car and LM002.

PLANS OF LAMBORGHINI

Lamborghini is ready to flex its supercar muscles as its future product plans come to light. According to a new report from Automobile, the Raging Bull has a spate of Huracán variants in the works and a proper successor to the Lamborghini Aventadoris already in development. The Lamborghini Huracán is in for some serious attention. A Huracán SV will join the lineup in the near future and a GT3 Stradale will offer even more hardcore ambitions. The report also expects Huracán Speedster, Barchetta, and Targa versions to arrive, as well as a Superleggera version, though we don't know the body style. Not enough? Have no fear, Lamborghini is also tipped to introduce a Huracán Safari. This model will feature a height-adjustable suspension, larger wheel arches, body-protection panels, all-wheel drive, and four-wheel steering. Think

of it as the soft-roading supercar you've always dreamt of. We'd like to see it compete in some off-road races. There is news on the next Huracán as well. It is expected to arrive for 2021. Automobile says it will no longer share the MSS platform with the Audi R8 and it will no longer offer a V-10 engine. Power is expected to come from the Porsche twin-turbo V-8, and it could be assisted by electric motors to bring total output to 900 hp. The platform could move closer to the monofuselage layout of the Aventador. The Aventador's successor is due in 2020, and it will be the first car developed under new CEO Stefano Domenicali, who took over for Stephan Winkelman last year. The top of the lineup will reportedly soldier on with a naturally-aspirated V-12 engine. The engine is expected to grow from 6.5 to 7.0 liters, and engineers have supposedly extracted 800 horsepower from the powerplant. Electrification is also on the table. A pair of 160-hp motors up front could add an extra 320 hp to the 800 hp base figure in the future, bringing to total to more than 1,000 hp with 885 pound-feet of torque. The next-gen Aventador lineup, codenamed LB634 for the coupe and 635 for the roadster, is expected to offer SV, lightweight Essenza, and wild Jota versions. A milder plug-in hybrid with about 700 hp is also possible. Active aerodynamics, a la the Huracán Performante are also likely. The rumor mill also suggests that both Lamborghini and Audi will move under Porsche's control within the Volkswagen Group. Lamborghini has been under Audi's control, and Audi has typically kept the Lamborghini brand fairly restrained with just two models and a slew of variants. That could change under Porsche's control, per the report.

PRODUCTS OF LAMBORGHINI

Lamborghini Urus is the world’s first Super Sport Utility Vehicle, in which luxury, sportiness and performance meet comfort and versatility. It offers

best-in-class driving dynamics, alongside its unmistakable elegance of design. Urus embodies the characteristics of multiple souls: sporty, elegant and off-road, and has a suitability for everyday driving in a range of environments. With its surprisingly distinct engine sound, combined with high performance, Lamborghini Urus is anything but typical.

From our past, we've learned perfection. This is how the first model of the Lamborghini Huracán was born. More performance, more control, more innovation. The Huracán is equipped with a powerful V10 engine and the latest technologies to perform at its absolute best. Engineered to guarantee the best performance and control under any driving condition, it's easy to take to the limit, not to mention extremely fun, thanks to technology like the Lamborghini

Doppia Frizione (LDF) dual clutch gearbox and the electronically-controlled four-wheel drive. Enjoy the best driving experience, ever. Discover all the Lamborghini Huracán models.

The Aventador has been created to anticipate the future, as demonstrated by the use of innovative technology, including a V12 engine and the extensive use of carbon fiber. The authentic design masterpieces together stark dynamism with aggression to produce a cutting edge carbon fiber monocoque. The interior of the Aventador combines high-level technology and luxury equipment with premium-quality materials, skilfully crafted with the expertise characteristic of the finest Italian traditions. A supercar family that has already become a legend in its own right.

Discover technical specifications, dimensions, performance, and the detailed features of all the new Lamborghini Aventador models.

MARKETING STARTEGIES

Lamborghini Logos and Symbols

This logo is memorable, meaningful and likeable. The logo shows a golden bull that is ready for fights on the black shield, which represents power, consistency and fortitude. The combination of gold and black greatly represents the status of Lamborghini- a high-quality sports car brand. This logo and the brand name has been deeply registered in people’s minds. The founder Ferruccio Lamborghini has a huge interest in bullfighting sport, which can be reflected by this logo. Even many Lamborghini cars are named after Spanish bulls such as Miura, Islero and Urraco, which has become a tradition of Lamborghini.

Lamborghini Slogan-Meaningful, Memorable, Likable

‘We are not supercars. We are Lamborghini. ’transfer a value of creative, freedom living style. More specifically, by using this slogan, ‘Lamborghini’ is given a more underlying meaning of attitude towards life. Therefore, they are not just selling a super car, but provide a customer desired life style. In a word, the slogan is meaningful. Lamborghini blends scenes from the automaker’s factories, showing how various parts are made, images of several Lamborghini models, including the Huracán, Aventador, One Off, and Concept, and of different people, including some of Lamborghini’s employees, all showcasing the company’s

values: innovation, technology, faithfulness to the sporty DNA and elegance of the Made in Italy product. All those rich visual and verbal imagery lead to a likable and memorable slogan for all viewers.

Lamborghini Jingle According to all Lamborghini’s commercial videos and their official website, there isn’t any significant jingle in this brand. They create many videos and songs, but almost all of them have no lyrics. In the meantime, their songs are changed in different countries and are changed every year. People can hardly recognize Lamborghini from those songs. Therefore, even though, it is part of their marketing method. For jingle, however, Lamborghini doesn’t have a good jingle currently.

Lamborghini Character The main sale channel and marketing promotion activities of Lamborghini is that give auto fans more chance to test vehicle operation performance. It is not necessary to excess propagate due to Lamborghini believe that people will love this car after they drive. Therefore; Lamborghini insist that the best marketing for them is no advertising .This is reason that Lamborghini lack of character for their brand.

In addition, the marketing positing of Lamborghini is limited edition car in the world. Every car is super expensive and most people can’t afford basic on the cheapest price of Lamborghini around the 600,0000 $. The production line of Lamborghini is so small and need wait at least 6 mouths to order.

Lamborghini Packaging It is no doubt that Lamborghini design is really cool and all motorcycle typed design to achieve goal that become one of most high speed car in the world, Oppositely, this typed of car is heavy on oil, and there is exit the chief competitors Ferrari which also enjoy high reputation of most fast – speed car in the industry. This advanced sports car used a large amount of carbon and alloy material to lose weight, but also makes the body burns more easily. This reason that Lamborghini have self ignition issues happened in the recent year.

SWOT analysis of Lamborghini

Lamborghini is an Italian company that is known for producing luxury cars, sports car, and SUVs. The company has its headquarters in Sant’Agata Bolognese, Italy and was first set up in 1963. Lamborghini is currently owned by the Volkswagen Group after many owner changes. Lamborghini is famous for their engines and currently produces cars possessing V-12 and V-10 engines. Other automobiles that they have delved into are marine engines, motorcycles, and racing cars. The company is also designing concept cars to please the current market for hybrid cars. In the year 2016, the company successfully sold 3,457 units which are quite high when compared to the previous years. The headquarter also has a museum called Museo Lamborghini featuring all cars, motors and other things produced by them. Strengths in The SWOT analysis of Lamborghini

Strengths are points that have helped a company be what they are. Here are some strengths of Lamborghini: 

A World Renowned Name: Almost everyone around the world is able to recognize the name of Lamborghini. As a producer of luxury and sports car they have efficiently set themselves in the worldwide recognition.

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Best Technology Used: The technology that is used in making the cars is very unique and it makes itself coveted. Lamborghini also explains a lot about the technology that they are working on for upcoming cars. This creates a buzz among the public and the model’s value increases. One of the Best Engines: The cars that they produce are powerful and they tag them as supercars. The pickup time and speed are higher than any other car and they are working on it to make it faster and smoother. Their latest cars can go more than 201 mph in less than 10 seconds. Exclusivity and Limited Units: Whereas other companies make several cars in a year to please public, Lamborghini believes in quality. They sell about 3000 or so units a year and they are increasing but not to the levels of other companies. They want their cars to be coveted. Attraction towards the Affluent Class: Lamborghini is a car that may be renowned by everyone but it isn’t affordable. Through years the company has produced cars that celebrities, renowned politicians, and businessmen have owned. Motorsports: Lamborghini is also known in the field of car racing as they provide their motors to the best of the cars. They have done it from the starting days and still continue to do it every year.

Weaknesses in The SWOT analysis of Lamborghini

Weaknesses of the company are their soft points that they haven’t overcome yet. Here are some weaknesses of Lamborghini:

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High Price: The quality cars come at a price but it also faces the most backlash at times of economic crises. In the past, Lamborghini has faced similar issues when their sales have almost diminished by 50 percent. But Volkswagen is working better than previous owners. Fuel Cost is High: The powerful cars eat up a lot of fuel and it possesses a high cost. It also threatens the environment due to pollution.

Opportunities in The SWOT analysis of Lamborghini

Opportunities are points that a company should work with to make themselves a better market. These are some opportunities that Lamborghini can work with: 

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Expand the Availability: Right now Lamborghini is out of reach for many people and they have to tediously import the car. If the company work on it then they can have a much better market and consumer base. Increase in Better Customer Service: It is a hard work to source parts of a Lamborghini model if something goes wrong. Fixing the car takes a whole lot of time and often shipping it to a different country doesn’t work. So, setting up service bases in different countries would be a good option for Lamborghini. Hybrid Cars: Their hybrid car model is still a concept model and hasn’t been released. But in the near future, an electrically powered car would be accepted worldwide. Companies like Tesla have already released cars that are electrically powered. This will be a great move to catch the Eco-friendly consumers who may move on to different companies if alternatives aren’t provided. Production of Cars Based on Demand: They have limited themselves to make a certain amount of cars in a year. But demands are rising in people and if they do not get a Lamborghini they move on to other similar companies. So, producing more cars based on demands will increase the market.

Threats in The SWOT analysis of Lamborghini

Threats are negative points that may arise in the present or future of a company. Here are some Threats that Lamborghini is facing: 

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Fuel Consumption: Lamborghini cars eat up a lot of fuel and it isn’t Ecofriendly at all. So, the company may have threats when people gravitate towards environment safe options. Competitors: Competitors are rising as they are producing more cars which are ultra premium though very few of them are as renowned brand as the Lamborghini. Some of the competitors that they have are Ferrari, Jaguar, and Porsche. 

Lamborghini Marketing Mix Marketing Mix of Lamborghini analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Lamborghini marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company. Let us start the Lamborghini Marketing Mix:

Product: Lamborghini is one of the most popular sports car brand in the world. Lamborghini started out when the founder after returning back from World War II, started piecing together tractors from spare parts which were available to him. The tractor business gained immense popularity and hit out overnight as a successful business venture, giving the founder the confidence to venture into the luxury vehicles market. Lamborghini is actually a manufacturer of luxury supercars, sports cars and SUVs and is headquartered in Sant'Agata Bolognese, Italy. Lamborghini is also known for producing sports car engines and V12 engines which are used for offshore power boat racing. The automobile range of Lamborghini at present, includes two model lines in its marketing mix, both of which are midengine two seater sports cars. In the mid-80s, Lamborghini also ventured into the field of motorcycles when it produced 1000cc sports motorcycles. Lamborghini’s superior performance with modern looks and one of the most advanced braking systems, makes it a popular choice amongst all car enthusiasts. The fastest ever Lamborghini is the Le Mans version of the Murcielago R-GT model. It can go up to a maximum speed of about 370 km/hour.

Price: Being a luxury car maker, Lamborghini creates a market of buyers who are looking for class coupled with elegance and performance as the criteria for making a vehicle purchase. To offer the class and luxury associated with the product, the pricing strategy in its marketing mix is extremely premium. After sales services and individual subparts are extremely expensive for buying as well. Lamborghini ranges in price between 300,000 dollars for the most commonly available to models like Huracan to 4500,000 dollars for exclusive vehicles like Lamborghini Veneno Roadster.

Place: Lamborghini has more than 135 dealers across 50 countries and worldwide deliveries of cars are as huge as 3457 units as per the latest information available from dealers. Presently, USA is the largest market with more than 1000 units sold per year followed closely by Japan, UK, Germany, Canada, the Middle East and China. There are two types of dealerships commonly prevalent in the distribution of Lamborghini cars across the world. The first type of dealership is the official Lamborghini dealership which is recognized by the company. The second type is a one in which smaller and generally used models of cars are sold and repurchased. The official dealership is present across the prominent countries of the world and costs millions of dollars to setup.

Promotion:

Lamborghini manifests itself through its iconic logo that symbolizes the raging bull. The origins of the logo come from the terms that the founder of Lamborghini was a Taurus himself. Lamborghini also sells licenses to other brands to manufacture various Lamborghini centred consumer goods including clothing, accessories, electronics items, bags and laptops. They are into selling and promotion through the idea of concept cars. Throughout history, they invest significantly in developing concept cars including the very first prototype called as the 350GTV. The stitching work in these cars through history, has been done by women only, men are not allowed to be a part of this division. Lamborghini also has a museum of two storeys dedicated to convey the evolution, growth and history of the Lamborghini cars throughout the years. They also showcase a number of modern and vintage models. Important milestone in the history of Lamborghini are also highlighted by means of the museum. The museum is located right next to the headquarters in Italy. There is an academy dedicated to teaching enthusiasts the art of driving on ice and snow. It is called the Lamborghini Winter Academy and is all about teaching individuals how to have fun driving a Lamborghini model in the beautiful and scenic Alps Mountains. Because of the immense popularity and loyal customer base that it has, the company does not engage in promotions through television commercials or hoardings. This is not an everyday product and needs to be promoted through events, print ads in class magazines and so on. Hence this completes the Lamborghini marketing mix

Competitors

1. Ferrari is the top competitor of Automobili Lamborghini. Ferrari is a Public company that was founded in Maranello, Emilia-Romagna in 1947. Ferrari operates in the Automobile Manufacturers industry. Ferrari has 1,699 more employees vs. Automobili Lamborghini.

2. Aston Martin is seen as one of Automobili Lamborghini's biggest rivals. Aston Martin was founded in Warwick, England} in 1913. Aston Martin is in the Automobile Manufacturers field. Compared to Automobili Lamborghini, Aston Martin generates $456M more revenue.

MARKET SEGMENTATION Through out the years Lamborghini has been able to improve its sales and impress people and obviously maintain customers content with their products. Lamborghini is know for its style high prices and exclusiveness. Part of Lamborghini's great success is because of the way the segment and target their market, and knowing your target market in a company like this is crucial because not everyone can afford a vehicle like this. A technique you see done by Lamborghini is demographic segmentation and this is important to their marketing plan because they will lose money advertising their product in regions where they know they will not gain any customers from. that s why Lamborghini tv commercials are only shown in those area where wealthy people live and many events are also done in these areas to gain the interest of their consumers.