Keynows

STUDENT 2

Abstract

Allure is a global brand that manufactures luxury automobiles. The luxury automobile market is valued at over 400 billion. In 2020 and is expected to reach over 500 billion by the year 2026. The world of luxury continues to increase globally. Allure's vision is simple; to provide premium automobiles to prestigious people. Allure focuses on encouraging customer loyalty.

 

 

Introduction

Allure is a global brand that manufactures luxury automobiles. The company's product mix includes cars, SUVs, sedans, and crossovers. The luxury car industry is known to provide the highest quality of comfort, safety, and performance. The luxury car industry is expected to continue to rise in sales throughout 2026. Allure’s brand is known globally as a symbol of prestigious status, class, and wealth.  Allure products are considered to have a sleek, luxurious design, along with top-of-the-line technology.  Allure also offers a variety of services to its customers. In their fully staffed sales center, they also have service centers where they provide various repairs from services and maintenance, tires, and parts. Because Allure is manufactured with only high-grade material and sheer precision on the details, it is highly recommended that customers use the services, parts, and tires offered exclusively by Allure dealerships. Allure ensures a consistent quality of care, service, and parts to ensure their automobiles' life span. 

 

Part 1: Industry/Category Analysis

           Allure automobiles are a part of the luxurious automobile segments. The luxury automobile market is valued at over 400 billion. In 2020 and is expected to reach over 500 billion by the year 2026. The world of luxury continues to increase globally. According to Statista, the luxury car industry accounted for .7% of the 2019 global market revenue (Statisic, 2021). Luxury attracts wealthy clients globally. Owners of luxury vehicles see them as a symbol of social and financial status. A brand is considered luxury based on its perception (Kapferer, & Bastien, 2012).. The high-end market segment consists of passenger cars, SUVs, etc. 

The industry leaders consist of Mercedes, BMW, Cadillac, Lincoln, Bentley, Porsche, and Rolls- Royce. Allure will follow the industry trends of creating high-end automobiles with dynamic design, industry-leading technology, high performance, and luxurious comfort. Like its competitors, Allure will produce premium automobiles held to a high standard. Their target audience consists of wealthy, upper-class society, including professionals and executives. Their modern vehicles are equipped with the latest technology and top-of-the-line features.  Allure appeals to the customers' wants and their desires to ha e top-of-line automobiles.  . Allure only focuses on the features and benefits of its automobiles. The CAGR forecasted to see a 5% increase from 2021-2026. 

 

Part 1: Competitive Analysis (Positioning Map) 

           The luxury car industry provides the highest quality of comfort, safety, and performance. In a recent survey, participants were asked what brand came to mind when they thought of a luxury car. Three out of five first response was Mercedes. Mercedes has built a worldwide presence as the top-of-the-line premium automobiles. Like Mercedes, the Allure brand plans to position its self in high quality and high prices. Allure will match and exceed its competitor's high-quality standards. Allure intends to build a strong presence of quality over quantity. Focusing on a distinguished group of high society, corporate executives, doctors, lawyers, and influencers, understanding that the goal is to gain customer trust and brand recognition, such as its top competitors Mercedes, BMW, and Audi. While BMW can cost more to maintain than Mercedes, Allure automobiles will offer free oil changes and tire rotation for loyal customers, but other services will be top-aligned with BMW prices. Allure will offer sedans, coupes, SUVs, and crossovers, just as all three competitors. The attraction will feature top-of-the-line luxury comfort, innovative technology, the highest comfort level, and high-quality performance. Allure we become a global name. Recognized by its symbol and drove by the wealthiest people around the county. 

 

Part 2: Brand Strategic Plan (Vision/objectives/strategies/tactics) 

           Allure's vision is simple; to provide premium automobiles to prestigious people. Allure focuses on encouraging brand loyalty. Focusing on a high level of quality, unique design, the best safety features, and the latest technology.  Allure offers only the best craftsmanship expected from a luxury vehicle.  Allure’s luxury cars will offer a number of technology options include antilock brakes, review cameras, headrest TV screens, Bluetooth connectivity, music interface, remote starters, electronic parking aids, rain-sensing windshield wipers, and so on, these cars make driving safe, smooth, and hassle-free (Nair, 2019). An Allure automobile is more than a car; it is an experience. Driving a luxury car is an experience in itself, especially if it is an Allure automobile. The brand stands for providing premier-driving pleasure, along with an interior that is nothing short of fantastic, creating a true luxury feeling in a personal space.  Allure's objective is to produce premium products, provide premium services, and prepare prestigious people for a luxurious experience. Luxury has never been about the price. It is about the brand and its authenticity. It is about appealing to the right level of heritage and pedigree—understanding how this prestigious group of customers desire a feeling from their purchase. Allure will provide that feeling that experience, that elite status of buying from start to finish; from the moment a customer walks in or visits its website; they will receive superb customer service from only the best salespeople. That will ensure that this will be an authentic luxury shopping experience.

            Allure uses celebrity endowments and social media influencers to help promote the features of the luxury automobile.  As well as paid Facebook, Instagram, etc., social media ad and Bing ads to help capture the attention of its target audience. According to Bing, one-third of their audience has an annual income of 100,000 or more Allure will target ads based on the user’s income level.  Allure targets its high-end market by using paid searches and paid word association.  Therefore, when certain words are searched Allure will be at the top of the search engine optimizers list. . Allure excludes using words like cheap, inexpensive, free, in their search engine optimizer but will adapt words like luxury, wealthy, prestige, pedigree, and powerful as words associated with the Allure brand. 

 

Part 2: Target Customer Segmentation Analysis 

    Luxury cars provide a high level of comfort and safety features, creating opportunities for the market. Allure's target audience consists of millennials and the upcoming Generation Z. The Allure design is  for customers in the high-end income bracket. The premier car line of products ranges in price from $30,000 to over $100,000. Allure is marketing to an upscale target audience, primarily individuals with an annual income of over $100,000. Their goal, however, was to expand on their already strong brand. Allure focuses on building brand consistency, unique benefits, and appealing to its wealthy customers' emotions. Allure is not trying to be the typical luxury brand; they are trying to be the ultimate luxury brand. Allure brand success depends on the success of the new generation. Allure will host annual events that bring out the consumers to preview the latest releases, test drive, educate, and build a brand community. The luxury car market ships car worldwide and caters to the high-end target audience. Their marketing mix pricing is at premium product prices, premium service prices to match their premium product line. 

 

Part 2: Customer Insight 

Better customer experiences mean happier customers, and customers that are more pleased represent a better brand investment. To how do leading brands find that sweet spot with local marketing? As it comes to allure, it sets its sights on returning customers with high-quality credentials. Luxury has been associated with the likes of art, because both aim to be perceived as imperial and timeless and share a love for creativity, craftsmanship, rare materials, and exclusivity (Julie-Sofie, 2018).  Allure is one of the best examples of a brand doing luxurious customer satisfaction right. As one of the most well-known brands in the automotive industry today, Allure is synonymous with car buyers with both polished sophistication and performance. We are featuring a diverse line of luxury sedans, crossovers, and SUVs as the new luxury brand, Allure, makes its debut. Allure offers the very finest in automotive engineering with our latest innovative brand of Allure motor vehicles. Allure is implementing the world's leading technology creating a memorable ad for this new Allure trademark. Our customer goal is for our customers to think of one or two of our "Luxurious Driving" ads just by hearing about it. We wanted to create relevant content in helpful and entertaining ways to advertise Allure based on data-driven insights. That way, the business hopes to reach both existing customers and those that might be considering Allure but do not yet own one. Allure is always thinking of its customer, consumer-first, which means for us mobile-first with speed—combining two technologies, accelerated mobile pages, and progressive web apps to bring both ends together on one site (Arica, 2020). It also shows when creativity and engineering are a priority. 

 

 

Part 2: Brand Essence/Equity Elements

         Like BMW, Allure represents in a variety of ways: awareness, reputation, differentiation, energy, relevance, loyalty, and flexibility (Kelley, 2019). The Allure brand will differ in the type of leisure cars provided. In addition, it is different because of the high level of comfort and safety features, creating opportunities for the market as we target millennials. Allures brand's relevance is innovating our new premium vehicle features, including a dynamic design that features the latest technology. New industry-developed Forward Collision-Avoidance Assist systems (a system that forward sensors to detect obstacles ahead, give warning to the driver, and engage breaks if needed) will be the Allure top-selling feature (Shukla,2020). Allure's essence and equity elements are similar to the BMW brand, and consist of a set of assets or liabilities in the form of brand visibility, brand associations, and customer loyalty that add or subtract from the value of a current or potential product or service driven by the BMW brand (Prophet,2021). Allure will adapt management guru Tom Peter’s famous quote: "In an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer's mind."  In order for a brand to be considered a luxury, it has to be deemed luxurious by it customers.   The Allure brand will offer the essence of luxury, creating an emotional attachment with its customers.  The brand's dynamic design and elite social status will surely create lasting value in the mind of the customer. The beauty in the Allure brand, the value, the high endurance, the performance, the high-quality performance, will surpass the expectation of the customers. Allure's unique elements are such as comfort, premium upholstery, plush carpeting, polished wood trim, sleek styling, safety features, entertainment options, and even the distinct scent are signs of the brand's dynamic features. Another component of the Allure brand is that it is an automobile manufacturer known worldwide as a luxury symbol. The Allure extracts corporation value around excellence. Allure projects high performance and power. In addition, this brand exhibits elements such as precision, discipline, and efficiency.  By using social status, celebrities, and influencers to build brand awareness, and inform the target audience of the dynamic features and benefits. Allure will build brand awareness, public relations, and a divine force that will separate it from its competitors.  Allure customers desire the rarity of Allure automobiles, this makes them feel unique, powerful, elite, and one of a kind. Some elements that make this brand so successful are the brand component is an automobile manufacturer known worldwide as a luxury symbol. The Allure brand extracts corporation value around excellence. Allure projects high performance and power. This also brand exhibits elements such as precision, discipline, and efficiency.

 

Brand Positioning 

            Brand positioning refers to how the brand resides in the mind of the customer or desired customers. Allure luxury car collection will be the most sought out luxury automobile on the market.  The high-end leather seats, luxury features, and environmentally friendly automobiles will draw customers to the brand.  Customers who enjoy and look for the same values will be drawing these aesthetics and the safety features of the Allure automobiles to its target audience. Luxury vehicles come with better safety features such as traction control, side front airbags, curtain airbags, and anti-lock braking systems, as well as, better crash-test results (Nair, 2019).  The Allure commitment is to instill values that give it a distinct position in the luxury automobile industry. The Allure brand message will be consistent and precise, focusing on luxurious design, high performance, high quality, trustworthy automobiles.  With Allure automobile, its customers understand that this is a luxurious journey, not a destination.  Allure will earn the trust of their customers; make its way into their hearts, creating widespread of admiration for the brand.  Making it a brand icon among the wealthy, prestigious, and powerful. 

 

Brand Concept

            Allure’s brand concept distinguishes premium automobiles.   Allure vehicles are exceptional, not accessible.  Luxury product characteristics include their price, quality, aesthetic, and scarce availability.  According to Forbes, if it is exquisite, expensive, and exclusive, then it is luxury (DeAcetis, 2020). This is the reason customers are will to pay the price for the rarity or the exclusiveness.  Allure has built a worldwide presence as the top of the line, premium automobiles. Their leisure automobiles are globally manufactured and distributed. The brand has built a long last brand of superior style, innovative, high-performance vehicles for a particular social group. The comfortable and premium upholstery, plush carpeting, polished wood trim, sleek styling, and entertainment options differentiate them from its competitors. Allure, best known for its incredible power, outstanding artistry, quality safety feature, and unique craftsmanship. The Allure brand embodies value and empowers individual expression.  The goal is to develop a trusting customer-centric relation with the consumers. The Allure luxury automobiles must also line with Forbes, the definition of a luxury brand, and be very agile and innovative in order to gain the preference of the new luxury customers. Allure products are made with high-quality material, the latest safety feature, high-level performance feature, and authentic craftsmanship, which appeals to the old and the young.  The Allure automobiles offer safety features that appeal to families, and individuals.  Customers desire the Allure automobile and with its A logo it is immediately recognizable. This is what sets Allure luxury automobiles apart from its competitors.    Allure is brand-centric, focusing on maintaining a solid, trustworthy, high quality, prestigious perception to its customers. Ensuring that customers can identify with the brand concept, its excellent design, sophisticated aesthetics, and unique stature. 

 

Strategic Brand Promotional Mix: Traditional promotions with rationale

            Luxury is easily identifiable. Allure use all media channels for promotion, including social media, commercials, video ads, print, and billboards. The traditional promotions of Allure automobiles include traditional print advertisements.  These advertisements can found in high-end magazines, exclusive restaurants, luxury retail stores, and any other high-end publication.    As well as, television commercials that focus on the Allure car.  Implementing elements of design in both such as images, colors, sound, and emotional connections, such moods, and feelings. Allure will utilize direct and personal selling. Allure will work with and host sponsored events.  Lance Helgeson, said auto sponsorships and events, however, because both aim to connect with consumers outside showrooms (Halliday, 1999). Not only that an event allows Allure representative to reach the consumer directly attracting more customer participation.  The Allure brand advertisements target a specific target audience.   The Allure brand will create visually appealing ads and commercials that are immediately recognizable. Allure advertisements will offer precision, unique design, extraordinary features, innovative technology, and pure excellence that its automobiles offer.  Allure will maintain the perception that their automobiles are scarce and is a brand only available to the elite. The persona is a distinctive brand that identifies with its audience through brand communication in the advertisement.  Allure is capturing the personality, values, and emotions of their consumers through a variety of traditional advertising including print ad, commercials, events, and celebrity endorsements. 

 

 

Strategic Brand Promotional Mix: New Media Promotions with Rationale

            Allure has a strong social media presence. Although Allure can be found on all social media platforms, the brand posts more on its Instagram page.  The Allure brand feels that it is important to be involved on all social media platforms, but it is more important to excel on one platform and then expand its horizon. Allure does stream digital ads and videos on all social platforms. Over time Allure, data team has found Instagram followers to be a more engaged, and effective platform to utilize. Allure’s goal is to focus on the quality of its automobiles.  Allure will be sure to post reels that focus on the features and benefits of the Allure cars, as well as pictures that display its unique beauty.  Allure will work with social media influencers to be brand ambassadors. Influencers help the brand connect to a broader audience who are interested in the same luxury lifestyle. Influencers can assist in building brand awareness, and attract a younger target audience Allure is looking for. The brand will feature blogs and feature customer testimonies that evolve around the excellence of the brand.   Allure is dedicated to increasing visibility on all social media platforms to add more value to this growing brand. Allure utilizes Instagram stories, chat, and hyperlinks that take the consumer directly to the product or a personal sales representative depending on the needs of the shopper. Sixty-two percent of Instagram users say they have become more interested in a brand after seeing it in a IG story (Allure is the preferred luxury brand.  Allure is a customer-centric brand, which ensures a personal representative is always available. This offers the consumer personal attention to take their time to shop and gather as much information as need.   Allure’s goal is to inform, assist, persuade, and remind its followers of the greatness in the Allure brand. 

            

Conclusion

          Allure's vision is simple; to provide premium automobiles to prestigious people. Allure focuses on encouraging customer loyalty. Focusing on the high-quality product to make their cars, a dynamic design that features the latest technology and high performance ensures customers invest in the best luxury automobile. The luxury car industry is expected to continue to rise in sales throughout 2026. Allures brand is known globally as a symbol of prestigious status, class, and wealth. Allure uses all media channels for promotion, including social media, commercials, video ads, print, and billboards. Allure focuses on the features and benefits of its automobiles. Allure is committed to continuing to build brand awareness and increase its brand value. As BMW and Mercedes-Benz compete in the same premium cars market, they have the same ambitious reference frame.  Luxury cars have state-of-the-art systems, and Allure is no different. With advanced technology, features that help prevent head-on collisions, and adding an extra layer of security for the people in the car (Sukla, 2020). Allure is one of the best examples of a brand doing customer satisfaction right worldwide. As one of the most well-known brands in the automotive industry today, Allure is synonymous with car buyers with both polished sophistication and excellent performance. Allure focuses on building a prestigious global brand that encourages customer loyalty and the ultimate customer driving experience.   Allure the luxurious driving experience.