Consumer
Behaivor
Brand Creation, Consumer decision making
process and Cross cultural marketing
Group 2
Brand Overview...
Brand Name: DRIVORA
Brand Slogan: "Unleash Your Journey." (Captures the spirit of adventure,
freedom, and personalized experiences.)
Brand Indentity: Modern & Progressive Luxury: Appeals to forward-
thinking affluent individuals.
Performance-Oriented: Focuses on exceptional driving experiences.
Driven & Adventurous Target Market: Attracts those seeking thrill
and exploration.
Key Differentiators: Cutting-edge technology, Sustainable practices
and Personalized customization
Understanding the
Consumer Decision Process
Problem Recognition Information Search Evaluation of
The consumer identifies a Potential Drivora Alternatives
need for a high- customers will thoroughly Drivora competes with
performance, luxury research the vehicle. established luxury
vehicle. Drivora needs to maintain a performance brands like
This need is driven by: strong online presence. Porsche, Ferrari.
1. Desire for superior driving Provide comprehensive Drivora must highlight its
dynamics. and easily accessible unique strengths to stand
2. A statement of personal details about the car. out:
success. Showcase the car's design 1. Advanced technology
3. A need for a vehicle that and features through 2. Pesonlalization
matches their lifestyle professional, high- 3. Driver engagement
resolution images and
videos.
Post-Purchase
Purchase Decision
Behavior:
Drivora must offer a Drivora must nurture
personalized and seamless customer relationships
purchasing experience. through exclusive events,
This includes tailored owner's clubs, personalized
financing options, exclusive service etc.
concierge services, and Providing access to a
opportunities for community of like-minded
customization. individuals and creating a
Building a personal sense of belonging is crucial
for long-term brand
relationship with the
advocacy.
customer is key to
fostering brand loyalty.
Cross-Cultural Marketing
1. North America (USA & Canada)
Why It Works:
North American culture values personal freedom, self-expression, and caring for the environment. People, especially
Millennials and Gen X, prefer brands that highlight personal success and eco-friendliness.
Pricing Strategy:
1. DRIVORA will be priced competitively in the USA and Canada, with some budget-friendly models to attract buyers.
2. The price will range from $35,000 to $55,000+, competing with Tesla and luxury SUVs.
3. The focus is on sustainability and freedom, appealing to younger buyers with flexible payment options.
Cross-Cultural Marketing
2.Europe (Germany, UK, France)
Why It Works:
European consumers value refinement, innovation, and sustainability. They appreciate high-quality craftsmanship
and are quick to adopt eco-friendly technologies.
Pricing Strategy:
1. Premium yet accessible pricing (€32,000–€45,000+).
2. Competes with Audi A4, BMW 3 Series, and other eco-luxury brands.
3. Focuses on innovation, performance, and sleek design.
4. Government EV incentives can help reduce costs.
Cross-Cultural Marketing
3. Asia (China, Japan, South Korea, India )
Why It Works:
Asian markets prioritize social status, exclusivity, and cutting-edge technology. Consumers across the region seek
brands that symbolize success, innovation, and personalization.
Pricing Strategy:
1. Aspirational yet accessible pricing, designed to be competitive while reflecting DRIVORA’s premium positioning.
2. Luxury customization and advanced technology are key selling points.
3. Government incentives for eco-friendly vehicles improve affordability across various markets.
Cross-Cultural Marketing
4. Latin America (Brazil, Mexico)
Why It Works:
Latin American consumers are drawn to passion, freedom, and adventure, with a strong emphasis on community
and cultural vibrancy. They connect with brands that reflect energy, excitement, and shared experiences.
Pricing Strategy:
1. Affordable entry pricing to increase market reach while maintaining a premium appeal.
2. Messaging highlights adventure, freedom, and community-driven lifestyles.
3. Flexible loan options and low interest rates make DRIVORA more accessible.
Implementation
North America
1. Influencer Partnerships: Collaborate with local influencers in outdoor/adventure niches.
2. Experiential Events: Host pop-up test drives at festivals like Coachella, SXSW.
3. Pricing & Financing: Offer flexible financing options, highlight sustainability, and use tax incentives.
Europe
1. Luxury Collaborations: Partner with local luxury brands for exclusive designs.
2. Eco-Friendly Events: Organize eco-driving tours and participate in major auto shows.
3. Pricing & Incentives: Price from €32,000–€45,000 and leverage EV incentives.
Implementation
Asia
1. Luxury Customization App: Develop an app for personalized car designs.
2. Cultural Integration: Align with local events and festivals (Lunar New Year, Diwali).
3. Pricing Strategy: Focus on premium yet affordable pricing with luxury features.
Latin America
1. Vibrant Social Campaigns: Use #VivaLaDRIVORA for high-energy social media campaigns.
2. Music & Motorsport Sponsorships: Sponsor events like Lollapalooza Brazil, Mexican Grand Prix.
3. Pricing Strategy: Offer affordable pricing with flexible loans and low-interest rates.
THANK
YOU
