Rolls-Royce is consciously trying to change its marketing focus and include the young consumers who are wealthy. They are on the look-out for a PR agency to realign their marketing push. This move is the result of the introduction of a new Ghost model also called “baby roller” The reviewers have called it “sleeker and sportier-looking”. .In fact the idea behind the model was to become more hip and cool. Though there was no compromise on luxury features, performance or price.
The impact of the model on sales of Rolls Royce has been great. The year on year sales figures for the month of May shows a jump of over 400 percent. Even the year to date figure shows a jump of over 100% compared to the previous year. The dramatic increase in sales have led some people to caution Rolls Royce about its “result now marketing approach. The danger , they say, is that Rolls could sacrifice long-term brand credibility for a short term flare in popularity. Some other luxury brands have also learnt this lesson the hard way. Burberry is the most recent example who had to trim its offerings in order to restore its image.
Rolls Royce has been popular with the young all along. It is particularly popular with the hip hop and rap artists. Pharrell Williams the superstar musician bemoans the fact that the brand has become too popular.
Via: BrandChannel , PrWeek
