Análisis De Neuromarketing De Rolls Royce

The University of Melbourne
Department of Management and Marketing

Faculty of Business and Economics

Neuromarketing Analysis: Rolls Royce Phantom

Andres Escarpenter Roig (595274) Anna Garlicka (594512) Joshua Tagicakibau (390615) Victor Abadias (595273)

Neuromarketing (30008)
15/10/2012

Table of Contents
Page
Executive Summary Introduction Situational Analysis Target Market BrandPositioning Competitors Sensory Perception Olfactory Perception Taste Perception Haptic and Visual Perception Hearing Attention, Learning and Memory Emotion and Reward Marketing Mix implications upon Value and Decision Making Product Placement Promotion Price Neuromarketing Research Proposal Electroencephalography (EEG) Eye Tracking Conclusion Appendices Appendix I – Informaiton Processing Model Appendix II- International Affective Picture System Gender Implications References 1 12 13 14 10 10 11 7 8 8 9 4 4 5 5 6 7 3 3 3 2 2

Executive Summary
The Rolls Royce Phantom is one of the ultimate sensory products, appealing to all 5 senses of the consumer upon interaction with it. Rolls Royce targets only the most elite of society, easily deduced by the exponentially large price tag of the car, andcompetes with other luxury cars such as Maybach and Bentley. In terms of the product itself, the Phantom appeals to all 5 senses due to the superb quality and quantity of luxury items within the car itself thereby resulting in a personal, sensory experience for the consumer which will influence their impressions of the car and affect future decision making. The use of silence in the advertisements andin the product itself is the differentiating factor for Rolls Royce helps to capture and hold the attention of the consumer. The focus on prestige and luxury helps to establish emotional arousal amongst consumers and influence their memory encoding and create a preference bias. This report not only assesses the current marketing methods used by Rolls Royce, but also looks into using specificneuromarketing tools (Electroencephalography and Eye-tracking) in order to try and further understand the consumers, how they make their decisions and how to leverage this information to further the impact of the Phantom.

Introduction
This report consists of three main parts: a brief situational analysis of the product, a neuromarketing analysis and a neuromarketing research proposal. The first partdescribes the target market, brand positioning and main competitors, both direct and indirect. The second part analyses the Rolls Royce Phantom using different neuromarketing tools and propositions. The final part includes two different neuromarketing research methods that appraise the marketing mix of the brand and help to improve it. The sensory experiences consumers undergo as a result of themarketing mix employed by Rolls Royce help to directly influence their decisions. The information processing steps (Appendix I), shown by Quester el al. (2007), ultimately have a large influence on the consumer’s decision and are heavily influenced by sensory stimulation and involvement

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Situational Analysis

Target Market Rolls Royce is one of the most luxurious and exclusive car brands,therefore only selected individuals can afford to buy its products. This group of people is characterized by extremely high incomes which allow them to enjoy sumptuous lifestyles. Rolls Royce Phantom owners generally possess multiple, exclusive houses and cars. Generally, they are self-employed or are heirs to huge fortunes. People, who purchase these cars, are looking for recognition and confirmationof belonging to the wealthiest social class. Every person, by buying a Rolls Royce, becomes a member of highly exclusive club.

Brand Positioning The brand positioning is very well illustrated by Torsten Müller-Ötvös, the company CEO, who says “Rolls-Royce has been a motoring icon for over 100 years”. Rolls-Royce main features are speed and endurance, but also silence, which makes it different...