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The channels need to be tweaked for the dual strategy and so the advertising and promotion.
Analysis
Land Rover North America (LRNA) is a player in SUV marker in North America, and has following brands of SUVs – Land Rover Defender, Land Rover Discovery, Range Rover Classic, Range Rover 4.0 SE. With these 4 brands, LRNA straddles several segments of the SUV market ranging from the basic to ultra-premium.
Segments – There are key differences between the average auto-buyer and an SUV buyer. (Based on excel sheet provided). An average SUV buyer is more educated with college/advanced degree, earns twice as much as a normal auto buyer, is likely to be a professional or a manager, and is relatively younger...
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