Rolls Royce

What elements of the company contribute to its image as far as the public is concerned?
There are many things that contribute to Rolls Royce’s image such as reputation, money, packaging/looks, marketing, location and their target market. All of these things combined give the Rolls Royce an elite image of pure sleek and sophistication. In the following paragraphs I will break down the above mentioned factors and give detailed explanations of how they each contribute to the image that is Rolls Royce.
Reputation
Everybody knows that a Rolls Royce is a car driven by people with money. From the moment of our birth we are taught what is cheap and crappy and what is schmick and sophisticated, the Rolls Royce being in the second of those options. The mere fact that a man drives a Rolls Royce shows that he must be rich and powerful because only these types of people drive these cars. And then of course this man will go play golf with his fellow country club members and tell them all about the most divine new car he just purchased and then they to will most likely go buy one and tell their friends and so on and so forth.
Packaging/looks
Unlike a lot of today’s cars the Rolls Royce has a very distinct look that is like no other car. A lot of the cars on the market today’s are very similar in design or features, but there is no other car out there that mimics the exterior superiority of the Rolls Royce. Then there is of course the one thing that tells a Rolls car apart from the rest, its mascot “the spirit of ecstasy” which is found on the bonnet of every Rolls Royce car today, however not on the early models such as the first vehicle made in 1905. As well as cars Rolls also make engines for aircraft such as the Rolls-Royce Trent 1000 engine which is designed for the Boeing 787 dreamliner, I’m however just gonna focus on the car side of their enterprises.
Marketing
In the consumer industry marketing is everything, if you don’t market your product how will the consumers know it’s out there? When it comes to Rolls Royce marketing they seem to take the less is more approach. Maybe there is method to this or maybe it’s just out of pure arrogance but hey if I were Rolls Royce I’d be pretty arrogant to. When you’re sitting down watching telly with your family or by yourself with a beer whichever floats your boat, you are usually inundated with motor vehicle advertisements, but are any of these ads for a Rolls Royce motor vehicle?? The answer my friend is no, no they are not because when it comes to marketing Rolls rely on minimal advertisements and a lot on word of mouth or the above mentioned “reputation” because lets face it if your sitting down watching prime time telly then there’s a very good chance you ain’t gonna be able to afford A Rolls so why would they waste perfectly good money on advertising to a market that can’t afford them when they could spend it on drugs and hookers?
Location
Unlike your average everyday run of the mill ford or Holden dealer, a Rolls Royce dealer cannot simply be found anywhere. While Rolls have firm UK roots they are a global company and have manufacturing bases in 20 countries. In Australia a Rolls Royce dealer can be found mostly in city locations but other car dealer can act as Rolls dealers and stuff like that.
Target Market
First off lets define the term “target market”, It means in my words the demographic of people that a products maker will aim to sell the product to. If I haven’t made it obvious already the target market for Rolls Royce are rich and sophisticated people. The reason for this being that these are the types of people who will be able to afford their product.
Money
It’s a well known fact that Rolls Royce vehicles are not cheap. To own one means you must have money. In fact I would go as far as to say that a big part of Rolls Royce image is due to the money aspect. All of the points I am making seem to tie in with money one way or another. Ok lets break it down, Rolls have a “reputation” for being expensive cars that can not be afforded by the average Joe, they are “packaged” to reflect this reputation, they are “marketed” as a car for those with money to those with money meaning that as mentioned Rolls don’t advertise to the lower class people, “location”...ok yeah I can’t really think of how that fits in but I’m sure it probably does and then there’s “target market” which is as mentioned those with money.