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Koenigsegg Product and Brand Management

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KOENIGSEGG

A Detailed Study

PRODUCT AND BRAND MANAGEMENT ASSIGNMENT SUBMITTED TO

COURSE INSTRUCTOR: DR NITHYA MURUGAN

ALEX MILLER J

1613007


KOENIGSEGG - HISTORY

This chapter explains the history of the KOENIGSEGG in info graphics,

[pic 1]

Sweden is an unlikely place for building supercars, but Christian von Koenigsegg succeeded to put this country into the global map of supercar creation. Koenigsegg CC series is not only among the fastest cars in the world, but also built up to very high engineering and quality standard. This make it so appealing to the richest customers in the world. Its sky-high price, in the region of 1 million Euro, means Koenigsegg does not need to produce many cars to survive.

After 8 years of development, testing and homologation, the first customer car was finally delivered in 2002. In the first 2-3 years, Koenigsegg built only 6 cars as it lacked the reputation of established supercar makers. However, it kept improving the car no matter in performance or quality. When the 806-horsepower CCR lapped Nardo test track at 241 mph in 2005, breaking the long-standing speed record of McLaren F1, orders started flowing in. In the next two years, Koenigsegg built another 20 cars. By mid-2008, it had already delivered 60 cars to customers. The latest cars were sold at 1 million Euro each.


PRODUCT MIX ANALYSIS OF KOENIGSEGG

        The mix of products offered by the KOENIGSEGG are classified based on the categories

Koenigsegg is a Niche Hyper car market which serves the elite and the Luxury brand lovers.

Product Line of Koenigsegg: Super car segment

Product Depth :

  1. 1996 – Koenigsegg CC
  2. 2002 – Koenigsegg CC8S
  3. 2004 – Koenigsegg CCR
  4. 2006 – Koenigsegg CCX
  5. 2008 – Koenigsegg CCX and CCXR Edition
  6. 2009 – Koenigsegg CCXR Trevita
  7. 2010 – Koenigsegg Agera
  8. 2012 – Koenigsegg Agera S
  9. 2014 – Koenigsegg One:1

                           


CLASSIFICATION OF NEW PRODUCTS

Koenigsegg has further pushed up its slab and break the shell of the hyper car and beyond segment and opened a new horizon of possibility called the “Mega car” which was followed by its close competitor Pagani.

Hyper car:

1. Koenigsegg ONE: 1and ONE: 2

2. Koenigsegg Agera RS

Mega Car:

  1. Regera

The product portfolio of this company is very less as they follow make to order strategy as every single car is hand crafted and is designed specifically to the customer’s wants and the countries policies.


CONCEPT DEVELOPMENT OF A NEW PRODUCT FOR KOENIGSEGG REGERA

The company was founded in 1994 in Sweden by Christian von Koenigsegg, with the intention of producing a "world-class" supercar. Many years of development and prototyping led to the company's first street-legal production car delivery in 2002

Relative Advantage The first Mega car to be produced in the world. The new Koenigsegg Regera is specifically designed to be a luxury Mega car alternative to Koenigsegg’s traditional extreme, light weight, race-like road cars.

Compatibility Auto skin- A feature which is one of a kind in the world and first car to be ever with which operates all body closures completely automatically, at the touch of a button.

Complexity The Koenigsegg has not many services around the world. So every time the car has to be taken to a specified location of the company were experts have to tools to work on them.

Observability the benefits of owning this product give your premiumness, uniqueness and a esteemed status

Risk The Koenigsegg has the certified-legends program which covers the car from the risk of recovery and resale as it’s a fortune invested.

Divisibility The hp-to-kg curb weight ratio is an astonishing 1:1. This is the “dream” equation, previously thought impossible when it comes to fully road legal and usable sports cars. The One:1 is the first homologated production car in the world with one Megawatt of power, thereby making it the world´s first series produced Mega car.

This testing gave way for the other super and hyper car manufacturers to open up door to super fast cars to make street legal version on the 1:1 Ratio.


CONCEPT TESTING USING MAP ANALYSIS

Quadrant Analysis:

The scale is done between the attributes of the car to the Importance provided by the company (horizontal scale) to the Importance perceived by the consumer.[pic 2]

Perceptual Model analysis:

Comparing the perception of the market with the competitors in the same segment with respect to the attributes.

[pic 3]

Joint Space analysis:

The super car market is seen open for players. For koenigsegg, they can move from the hyper car segment to the super car segment to make profits on trading with the aesthetics to the scale of production for entering the super car segment. [pic 4]


CONCEPT TESTING USING CONJOINT ANALYSIS

Orthogonal Plan:

Model Description

N of Levels

Relation to Ranks or Scores

Top_Speed

5

Linear (more)

Acceleration

5

Linear (less)

Price

5

Linear (less)

Nature

3

Discrete

All factors are orthogonal.

Overall Statistics:

...

...

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