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Home » Business & Economics » Business » Gay, Charlesworth and Esen: Online Marketing » Student resources » Internet Exercises » Chapter 11

Gay, Charlesworth and Esen: Online Marketing

Chapter 11

Land Rover has recently launched the all new Freelander2. The Internet was a critical element of the promotional mix launch strategy. Visit the Land Rover web site for Freelander2, including the micro site: http://www.landrover.co.uk/gb/en/Vehicles/Freelander2/Freelander_overview.htm

How effective is the Land Rover web site as a promotional tool to demonstrate the style and capability of the vehicle. In particular, consider how the site conveys product information, provides entertainment and creates desire through establishing the lifestyle credentials of the Freelander embodied in the strap line ‘Go Beyond’.