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PHNOM PENH INTERNATION UNIVERSITY

A s s i g n me n t
Lecturer : Hak Lyhay Topic : Lamborghini

Subject : Marketing Strategy

C ONT E NT

01 Introduction of Lamborghini 08 Budget allocation

02 Models and Legacy of Lamborghini 09 Summary

03 Target market analysis

04 Unique selling proposition ( USP )

05 Marketing mix ( 4Ps )

06 Distribution and channel strategy

07 Promotion and advertising plan

1 . I N T R O D U C T I O N O F L A MB O R G H I N I

Lamborghini was founded in 1963 by Ferruccio Lamborghini. Lamborghini's first

birthplace was in the small town of San'agata Bolognese, which is in the Metropolitan City
of Bologna. Ferruccio Lamborghini's family was farmers. The origin of the Lamborghini car
came from the remnants of World War II, where Ferruccio Lamborghini collected machine
parts and remade them into tractors to sell to farmers to work on their fields (Ferruccio's
tractor company was founded in 1947 with more than 3 people and a capital of about 2000
lira and a partnership with the supplier ARAR. The first tractor was born in 1948. Because
he had a demand for tractors, he decided to start the Lamborghini tractor company).
Ferruccio was despised by Enzo Ferrari, saying, "You are a farmer, just a tractor driver,
don't come and complain about his car." 9 months after Ferruccio was despised by Ferrari,
he came out with his first car, the Lamborghini GT350.
 t r a c t or f i r s t c a r

F E R R U C I O L A MB O R G H I N I
E NZ O F E R R AR I
2 . MO D E L S A N D L E G A Y

l a mb o r g h i n i
ga l l a r do

The Lamborghini Gallardo (2003 – 2013) was Lamborghini ’s best -selling model at the time,
with over 14,000 .units produced . It introduced a V 10 engine, making Lamborghini more accessible
while maintaining high performance . The Gallardo ’s sharp, angular design influenced future models like
the Huracán, which replaced it in 2014.
It featured all -wheel drive and later rear -wheel drive variants, with special editions like the Superleggera, which
focused on lightweight construction . The Gallardo helped Lamborghini expand its presence in the luxury sports
car market, proving that a V 10-powered Lamborghini could be just as iconic as its V 12 counterparts .
 l a mb o r g h i n i
a ve nt a dor

The Lamborghini Huracán (2014– 2024 ) succeeded the Gallardo as Lamborghini ’s V 10-powered
supercar, refining performance and technology . It introduced a 5.2L naturally aspirated V 10, a dual -clutch
transmission, and advanced aerodynamics, making it more precise and accessible than its predecessor .
The Huracán evolved through multiple variants, including the Performante, EVO, and STO, each enhancing
speed, handling, and lightweight construction . It became Lamborghini ’s best -selling model, surpassing the
Gallardo ’s sales record in half the time . Its legacy lies in blending raw power with modern refinement,
influencing Lamborghini ’s future designs while maintaining the brand ’s signature aggression and
performance .
 3 . T A R G E T MA R K E T A N A L Y S I S

01 Demographic 02 Psychographic
• Age • Lifestyle
• Income • Value
• Gender

03 Geographic 04 Behavioral
• Urban elite • Buying habits
• Regional buyers • Loyalty
• Interest
4 . Unique selling proposition ( USP )

Exclusivity with Local Access Track-to -Street Performance

Models like the Huracán STO and Tecnica are promoted as
-inspired
race
Lamborghini Phnom Penh, operated by HGB Group, offers direct access to the
machines adapted for Cambodian roads. This
“racetrack to road” narrative
brand without relying on grey
-market imports. This means Cambodian
appeals to affluent enthusiasts who crave performance and status.
customers can custom
-order their vehicles, enjoy full warranties, and receive
premium after-sales service something not available through unofficial
channels.
 Personalized Ownership Experience
Buyers in Cambodia are invited to-create
co their cars— from design to
delivery and receive exclusive gifts and digital tracking tools. This transforms
ownership into a luxury lifestyle journey.

Community and Prestige

Through elite events, social media storytelling, and curated experiences,
Lamborghini builds a sense of belonging among Cambodia
’s luxury class.’sIt
not just about the car— it’s about being part of an aspirational tribe.
5 . ma r k t i n g mi x

01 Product 02 Price 03 Promotion 04 Place

⚬Lamborghini Phnom Penh offers the ⚬ The pricing remains ultra-premium, ⚬ Locally, Lamborghini engages in ⚬ Lamborghini Phnom Penh is
full lineup, including the Huracán, reflecting both the brand’s global exclusive events like Track Days and located in the City Center,
Revuelto, and Urus. These models are positioning and Cambodia’s import golf tournaments, and uses social Boeung Kok, Phnom Penh,
positioned not just as cars, but as duties. This reinforces its appeal as a media to highlight owners and operated by HGB Group. It offers
lifestyle statements blending Italian symbol of prestige among Cambodia’s experiences. These activities build new and pre-owned vehicles,
design, cutting-edge tech, and raw elite. aspiration and community among accessories, and after-sales
performance. Cambodia’s luxury consumers. service a full luxury experience.
6 . DI S T R I B UT I ON AND C HANNE L S S T R AT E GY

1. Exclusive Dealership Model

2. High-End Showroom Experience
3. Selective Inventory and Import Strategy
4. Digital and Social Channels
5. Partnerships and Cultural Integration
7 . P R O MO T I O N & A D V E R T I S I N G P L A N

• Drag race : in Siem Reap

• Car meet : Koh Pich, Aeon Mall
• Show room : Lamborghini Phnom Penh ( City Center Boulevard,
Boeung Kok, Sangkat Sras Chork, Khan Daun Penh, Phnom Penh )
• Event : Have a new car model
• Digital and Social media influence : Instagram......
 8 . B UDGE T AL L OC AT I On

• Event 40%
• Digital Marketing 15%
• Maintenance fee 25%
• Internal Operation 20%
9 . s u mma r y

Overall, Lamborghini's marketing strategy in

Cambodia is to focus on events (drag race)
because it is a fast sports car.
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