No copy below this line A pleasure of many

No copy below this line A Pleasure of many

No copy below this line A pleasure of many?

The Secret Pleasure of a Few

No copy below this line Where we are now? JAGUAR is a brand with prestigious heritage But: In a market saturated with luxury cars, the brand has a low share of voice There is a lack of brand awareness We need to make the brand as cool and relevant as it was in the 60´s

No copy below this line Buzz words surrounding the brand Classic Different Exclusive Premium Elegant Individual English Distinctive Statement Luxury Unique Indulgent

No copy below this line Current Brand Associations Luxury Heritage Statement Individuality

No copy below this line A couple of the negatives in the current situation Jaguar are selling just over 1,200 cars a year in France Jaguars are seen as indulgent

No copy below this line Some positives in the current situation Jaguar are selling just over 1,200 cars a year in France We think this is a strength, not everyone has what it takes to drive a Jaguar. Jaguars are seen as indulgent Good. It´s an indulgence we encourage

No copy below this line How are we going to give Jag it´s swag back?

No copy below this line The Concept THE SECRET PLEASURE OF A FEW.

No copy below this line Do you have what it takes to drive a Jag?

No copy below this line Jaguar Database Bespoke DM GSM Box ´Do you have what it takes to drive a Jag?´ Click yes – personal call from a Jaguar dealer with an invitation to have a test drive Jaguar Owners Club members will recieve the same box but it will say ´Do you want to let your friends in on your secret pleasure? Send this one to some one who has what it takes to drive a Jag.

No copy below this line Prospects with the subject line ´Do you have what it takes…?´ Seducing people with a simple idea Main body has the click yes or no functionlity Click yes – personal call from a Jaguar dealer with an invitation to have a test drive Test drive is where we able to sell the perfomance and innovation of the Jaguar

No copy below this line Press Activity - ´Do you have what it takes to handle a jag?´ on an exclusive date Click yes – receive a call to confirm attendance Picked up in Jaguar and taken to the Zoo

No copy below this line Press Activity

No copy below this line Press Activity The press will have to walk a Jag around (controlled environment) ´How alive are you?´followed by a Jaguar Test drive

No copy below this line Social Media Videos of the press event on YouTube ´Do you have what it takes to drive a Jag´ Facebook app which features as series of questions which focus on what you want from a car (performance / innovation and craftmanship) and lifestyle preferences – at the end of the quiz, you will be directed to the Jaguar model that represents your choices. If you share on your page, you can be entered in to a competition draw to win a test drive or invitation to an exclusive event

No copy below this line Recruit from within – Loyalty Scheme 2,300 Jaguar Owner Club members to be used as brand ambassadors Encourage members to introduce their friends to Jaguar Bespoke Jaguar Owners event which each JOC member can invite a friend to see the benefits Give a free test drive to someone you think has what it takes –If your friend buys a Jag, they join the Jaguar Owners Club and the referee gets a Gold Membership where they can enjoy top end exclusive events such as Cooking class weekend with famous chef in Relais et Chateaux or private vernissage of new exhibition by famous avant-garde artist

No copy below this line Another idea on exclusivity As mentioned before, Jaguar only sold 1,200 cars in France last year What does this say about the 1,200 people that chose to buy Jaguars last year? They have a taste for luxury They want to make a statement They don´t want to be one of the 10,000 people driving a BMW or Mercedes

No copy below this line Make our weaknesses the strength In 2014, we only want to sell 2,500 cars. Optimize the exclusivity for our buyers

No copy below this line Make the weaknesses the strength Didn´t get your Jag?

No copy below this line Make the weakness the strength TRY AGAIN NEXT YEAR

No copy below this line Limited edition – Each buyer gets a plaque with their name and number of the car

No copy below this line Limited edition – Key with the number and year of the car

No copy below this line Limited edition – Billboard on La Defence with the number of cars left to sell this year

No copy below this line Limited Edition– The billboard will not be branded to create intrigue around ´The Secret Pleasures of a Few´concept

No copy below this line Limited edition – DM to be sent out to prospects showcase the exclsuivity of owning a Jag This year we will only sell 2500 cars. That’s a promise.

No copy below this line Limited edition – Map of France showing where the other Jaguar owners are

No copy below this line To Conclude So….Lets make Jaguar´s market share bigger. But not too big. Thank you.