The BMW Group manufactures automobiles and motorcycles, with strong emphasis on outstanding quality. The Group has three premium brands: BMW, Rolls- Royce and Mini. The company is also involved in financial services (A Case Study on BMW Group, 2009). For the scope of this analysis I will be focusing only BMW.
Today BMW is one of Germany's largest and powerful companies. Yet BMW achievements were neither easy nor certain. BMW stands for Bayerische Motoren Werke and was established in 1916 during the First World War. The Company started by manufacturing aero engines. In 1945, the company was Germany's leading manufacturer of aero engines. It was important company for the economy since it employed a large workforce.
[...] BMW also uses other promotion techniques. They employ product placement techniques to associate the brand to a variety of films and actors, such as Pierce Brosman in the part of James Bond 007 agent driving a BMW Z3. In the 2000, BMW ventured into pure branding by issuing their own films featuring celebrities such as Madonna in ‘Star' (Hespos, 2002). BMW also promotes the brand through TV plays and documentaries. From the information provided on the web (BMW agencies) BMW has an extensive list of network agencies. [...]
[...] BMW continuously strive to produce new models that would meet the needs and satisfaction of the customers, however, it is not certain whether these designs will make it to the market. In such cases the company would be wasting its valuable resources to a model that will not elicit significant return of investment. The price of the product is another weak factor. Although the company has obtained a significant market share in the industry, the luxury market is relatively smaller as compared to the general masses. [...]
[...] They are conveying the message that BMW cars are designed on their customers' lifestyle. Exhibit 8 is showing people enjoying their drive in a BMW either as a driver or as a passenger. Once again this advert is perpetuating the idea that driving a BMW is not about driving a car, but a joyful experience. BMW also made use of outdoor exhibits. As featured in exhibit BMW Group Canada supported the launch of its X5 M and X6 M ‘sports activity vehicle' by exposing the car in the street with the wheels chained to the base. [...]
[...] BMW target their products to customers with an above average income, although as it shall be discussed, income is not the only variable that makes a BMW customer. BMW uses a differentiation strategy by marketing automobiles appealing to different group of customers. Their selective strategy led to the following product portfolio: Sportive Hatch Series), Sports Convertibles series, and Executive series series), Super Executive series), Touring / Estate series series), Super sports series), and 4X4 (X5). BMW applies a combination of segmentation tools, mainly Psychographic, Behaviouristic and Demographic, to identify their market segment. [...]
[...] The IMC analysis will analyze the different IMC tools employed in marketing this campaign and compare whether the messages are consistent with their objectives and strategy. BMW Z4 roadster bring Joy to iPhone and iPod Following the Launch of the Z4, the company engaged Artificial Life to produce an iPhone ‘advert game' based on the Z4 Roadster, called BMW Z4 - An Expression of Joy downloadable for free (exhibit 3). The application allows the player to explore, customize, create and virtually drive the vehicle in this entertaining game. [...]
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