NEWS: Rover to boost customer focus

Martin Runnacles, the ex-BMW marketing chief, has restructured Rover’s marketing operation in a bid to make the motor manufacturer more customer-oriented.

Martin Runnacles, the ex-BMW marketing chief, has restructured Rover’s

marketing operation in a bid to make the motor manufacturer more

customer-oriented.



Rover’s marketing department will now operate along brand lines instead

of dividing activity into small-, medium- and large-car departments. The

change echoes a similar move by Ford last year.



The changes are the first part of a review of the company’s overall

marketing strategy being carried out by Runnacles, which will also

include a repositioning of the Rover brand in the run-up to a series of

car launches planned for 1998.



Runnacles, who joined Rover from BMW this summer, has appointed head of

research John Edwards as Rover brand director, and head of medium-car

marketing Andy Hurst as Land Rover brand director. He is still seeking a

director for the MG and Mini brands.



Rover has also appointed Nicki Darzinskars as marketing communications

director responsible for developing a consistent global strategy for the

Rover brand.



Runnacles said the aim was to create an internal customer service

culture. ‘The marketing department will be the voice of the customer and

we will be heard within the company,’ he said.



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