Marketing the Aston Martin DB9

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4Ps

The 4Ps are the main form of the marketing mix that describes the strategy position of a product in the market place. The 'marketing mix' is the 4 marketing formats that work together and come out with the companies objective. The 4Ps are:

- Product

- Place

- Promotion

- Price.

Aston Martin’s main goal is uniqueness, power, soul and beauty. Starting with the product being the Aston Martin DB9, It is a niche market car and is one of a small amount of products they make. Making there products desiables. The DB9 has been on the market since 2004 so has been in sales for 5 years and have only sounds around 2500 units as an average, just shows how unique they are which is why they are so special to have. The market segment the DB9 is in is the HLS which stands for ‘High

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 Luxery Sports Sector’ so its main competitor will be other car companies in the same sector such as Bentley and Porche. Which is why the cars have to be priced well.

Onto pricing which is an important factor when selling in the HLS, as they are selling their cars at the high end of the market the price is not that much of an issue in terms of your own company but its all about given a better car for the same price as an competitor. Which is why Aston Martin use 2 main pricing strategies:

Competitor Pricing ...

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