In the UK car market, there has been a high number of big automotive profiles, so it is of utmost significance that any car manufacturer invests a huge amount of capital in the marketing communication to develop a high brand awareness and sustain the same. Back in the year 2005, the expenditure in the UK media has been £ 600 m which contributed 2 % of the total sales. Due to the high competitive prices, longer product life cycle of the new cars, competition from the second hand automobiles, having a brand identity at the front position is important for the success of the automobile manufacturer. Looking at the current UK automobile market scenario, mass market media like television and press have been considerably significant in the marketing communication mix to attract more customers. However in the current market scenario, significance of other communication media is growing gradually. Organisations must frame and introduce programs to apply and promote the brand positions, the organisation has opted for. If a car manufacturer wants to establish itself as manufacturr of premium quality cars at a high price, it needs to have in house production facilities to sustain the high quality. At the same time, they need to communicate this quality to their customers in order to rationalize the premium pricing for their products (Oxford University Press, 2004).
Before considering and implementing the integrated marketing communication strategy, Land Rover must investigate into a number of issues which can impact on the organisation. There can be a number of issues in this automobile industry; few of them have been discussed here.
High purchasing and running cost of the automobiles: The purchasing and running cost of the cars has been quite on higher range. A number of factors have been influential to decide on the cost incurred for the same. While some of the costs may not be so new for the consumers, some other new additions have raised the concern. Some of the