The Chinese market is emerging, and people tend to spend more money on luxury brands. Therefore, the world’s luxury car manufacturers, particularly Aston Martin, are entering the Asia Pacific. There is such a challenge of lack of conceptual understanding, so the marketing campaign should focus on raising brand awareness among potential Chinese customers. According to the Director of Global Marketing and Communications of Aston Martin, the strategy aims at offering new vehicles like saloons and crossovers (Oxford Academic, 2017). The premium brand most often provides image advertising. Exquisite BTL promotion plays an important role, including sponsoring events relevant to the topic. Consequently, for Aston Martin, it is crucial to explain the context of the brand by presenting models on events, roadshows (Oxford Academic, 2017). Furthermore, all the features of premium brands depend on the characteristics of their target audience. It is suggested to consider not only new offers but also classic cars that are not popular in the Asia Pacific region.
The luxury brand, along with the product, offers entry into a specific elite club. The target audience’s core remains wealthy people; the richer a person is, the less important the price of a car is for him/her. Therefore, Aston Martin does not put a lot of emphasis on pricing. In this segment, the direct experience of consumption and the brand itself play a critical role, combining its positioning, legend, communication, and corporate identity.
Oxford Academic (Oxford University Press). (2017). Fundamentals of Marketing Case Insight 6.1: Aston Martin. Web.