RE: Caterham Harrods edition
Discussion
Caterham Marketing Team - If you're still reading at this point - unless the new business plan is to sell 95% of your output in the Middle and Far East and disregard the UK entirely, I think we need to talk about how you go about protecting your brand values and using these to effectively access new audiences, feel free to DM me.
Having owned and raced several over the years this exercise tells me you have completely lost sight of what you are and what you stand for. Disappointed.
Having owned and raced several over the years this exercise tells me you have completely lost sight of what you are and what you stand for. Disappointed.
CrispyMK said:
I wonder if this is some sort of bizarre 'response' to the Selfridges edition Morgan? Seems a bit like one upmanship at work to me.
I hadn't heard about that one! Now that is a total brand mismatch. Just what has Morgan got to do with modern Selfridges and why on earth would it want its prestigious brand associated with such a tatty emporium to illiteracy and consumer debt of the great unwashed?I can see the global benefit of brand association of Harrods with Caterham which has not traditionally been viewed as all that high up in the British establishment but Morgan is firmly established in a senior brand position so I really don't get why they'd want to be associated with a much lower brand like Selfridges unless they are trying to leverage off the TV series rather than the store?
Fortnum's would be the correct London store brand for someone like Morgan with the perfect shared product of hampers for starters. In fact, it is so obvious a fit that it has probably already been done.
c_seven said:
Caterham Marketing Team - If you're still reading at this point - unless the new business plan is to sell 95% of your output in the Middle and Far East and disregard the UK entirely, I think we need to talk about how you go about protecting your brand values and using these to effectively access new audiences, feel free to DM me.
Having owned and raced several over the years this exercise tells me you have completely lost sight of what you are and what you stand for. Disappointed.
Send me the calendar invite too - let's all sit around a table and thrash this out. Having owned and raced several over the years this exercise tells me you have completely lost sight of what you are and what you stand for. Disappointed.
AER said:
So, they spend a few thousand pounds to do this as a one-off, bang out a few press releases and a YouTube video and suddenly the (PH) world is talking about Caterham and Harrods.
Any publicity is good publicity, isn't it...? You can't buy publicity on this scale so cheaply!
Here here!Any publicity is good publicity, isn't it...? You can't buy publicity on this scale so cheaply!
You've got to hand it to Caterham as a business, they are punching well above their weight in marketing terms.
Whilst I prefer my Caterhams to be light and stripped back for pure road and track fun, you would be surprised how. Any owners buy them and spec them to very high comfort levels, so the polar opposite of track fun cars.
So this one is not to my taste, but there are some very nice bespoke features here, and I'm pretty sure they're working on a new signature series brochure, where any of us in the market for a new seven can browse and tick the options on any new upcoming factory built car.
Good luck to Caterham and well done again on such high marketing presence.
I presume their marketing people were wrongly sent the market research intended for some handbag manufacturer that was conducted extensively on a coach load of grockles on their way to Bicester retail village (Harrods special edition, Oooo fancy).
If Mulberry bring out a more track focussed Bayswater edition handbag this will confirm my theory
If Mulberry bring out a more track focussed Bayswater edition handbag this will confirm my theory
ambuletz said:
I think it's great...but that's because I can understand why they've done it. Hopefully it pays off for caterham.
My presumption is that it was the place the product in the line of sight of more middle eastern and Asian buyers. Is there something else I am missing or is this wrong?
CS Garth said:
ambuletz said:
I think it's great...but that's because I can understand why they've done it. Hopefully it pays off for caterham.
My presumption is that it was the place the product in the line of sight of more middle eastern and Asian buyers. Is there something else I am missing or is this wrong?
s because you'd have to be some type of Christ, what a strange and fickle bunch talking about 'brand values' and the like. Anyone would think they'd started building MPV's..
They get lots of publicity and a cash injection so they can continue to build the types of car that you all want to buy. Win, win as far as I can see. They make a niche product in limited numbers, so as the saying goes 'every little helps'.
They get lots of publicity and a cash injection so they can continue to build the types of car that you all want to buy. Win, win as far as I can see. They make a niche product in limited numbers, so as the saying goes 'every little helps'.
SWoll said:
Christ, what a strange and fickle bunch talking about 'brand values' and the like. Anyone would think they'd started building MPV's..
They get lots of publicity and a cash injection so they can continue to build the types of car that you all want to buy. Win, win as far as I can see. They make a niche product in limited numbers, so as the saying goes 'every little helps'.
Bingo!They get lots of publicity and a cash injection so they can continue to build the types of car that you all want to buy. Win, win as far as I can see. They make a niche product in limited numbers, so as the saying goes 'every little helps'.
Spot on!
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