The major demographic changes in France (Europe for that matter) in the last 10-15 years experienced the decrease in birth rate (13 children per 1000 women in 2006) an aging population and increase in the single-parent families and divorces. For a product such as the Mini Cooper, these figures are really important. Brands attract primarily youngsters, or women (representing 60 to 70% of purchasers of the trademark under the relevant markets).
Faced with this adverse environment, the BMW Group nevertheless succeeded in its gamble to try and attract a target group comprising young, urban women. In fact, the trades targeted by the brand are physiotherapists, practice nurses, lawyers, notaries. However, the Mini Cooper is not content to focus solely on the female clientele and has developed a "Sport" model, which is more expensive and more powerful and aimed at a male customer type.
In addition, the consumer is looking out for authenticity and uniqueness in all its forms, which are among the primary qualities of the Mini. On the other hand, there is an increase in the number of scooters in the larger cities as these can easily avoid traffic jams and parking problems and this trend can eventually compete with the Mini. Finally, we note that the Mini has taken advantage of internet development since the website has played an important role in the marketing strategy of Mini: original and quirky. The site offers a variety of interactive menus: photos, videos where one can take a look of their future car and the amenities present.
The major issue is of course the rising price of oil which has a direct impact on car sales. Thus, the creators of the Mini considered several models of different power and therefore bound for different consumers ( Mini Cooper, Mini Cooper Convertible, Mini Cooper S) to try to satisfy all potential buyers.
It should also be noted that the automotive sector is undergoing a major crisis, and the Mini is trying to overcome it via adaptive marketing strategy (car sales in France fell 3.1% in the year 2006).
With respect to the car rentals, it seems to have a significant impact on intent to purchase, especially among "high end" (or premium) vehicles. These are mainly on the features for comfort and security that the perception of renters regarding these vehicles is improving most significantly after a trial drive.
It should be noted that the consumers of "high end" vehicles seem more influenced by driving a rental car: 80 of them were attracted by these vehicles (66 on average) and 53 changed their minds positively with respect to this (39). On the other hand, the rental-purchase also increased significantly. Many advertising campaigns and the growing number of police checks against the consumption of alcohol may play a role in the acquisition of a vehicle like the Mini. Finally, lower insurance rates in 2007 could attract reluctant consumers: over the last 15 years, the rate of auto insurance fell by 15%.
Tags: Mini Cooper, BMW group, marketing strategy, high end, potential buyers
[...] - Customers, mostly city dwellers come to Mini drawn by their heart and not by necessity. • The degree of presence of the products - The brand is distributed in 70 countries from Argentina to Singapore • Cost Analysis - The owner of the brand, BMW, has invested over 260 million Euros in its three UK sites (assembly, press and motor) to prepare for the arrival of the new model and continue to expand its capabilities. ⋄ The Bavarian manufacturer was counting on a production of only 80,000 Mini per year in 2000, a third of what they are planning now. [...]
[...] Mini wants to continue its momentum imagining variations or 4x4 or pick-up to echo the 1960s, when Austin and Morris had increased variants named Traveller or Countryman - On the financial side, we have seen that BMW did not hesitate to invest more than 260 million Euros in its three UK sites (assembly, press and motor) to prepare for the arrival of the new model. A critical analysis of the organization and current marketing mix • Marketing and brand positioning - When the first models were launched in September 2001, BMW decided not to associate them with its own brands. The Mini was to evoke a brand rather than a product as before: ⋄ The marketing team of the Mini is 100% independent. [...]
[...] In addition, we must not forget that 1007 was sold to strong competition in the Mini Cooper. The launch of several "old" models at the same time: Retro is a fashion whereby people dress in the old way with a modern twist. For the car, it is the same fad. We use the "old" to make authentic news. This was done with the BMW Mini Cooper, Volkswagen New Beetle and Fiat. This year, the automaker launched the Panda and unveiled e Fiat Trepiùno at the Paris Motor Show in October 2006. [...]
[...] If the Alfa 147 is seen as a competitor, it has a real reputation. Indeed, Alfa Romeo is the picture of quality, reliability and luxury. The car displayed at the Motor Show 2006 in Paris was retouched both in the interior and exterior, and its interior combines sport and comfort. However, the Alfa 147 presents the problem of efficiency in terms of speed and therefore known in return of excessive fuel consumption. Unveiled to the public at the last Paris Motor Show, the new Swift epitomizes the new design approach of Suzuki. [...]
[...] Finally in 2006, the sales volume in France of all brands fell - and there was a decline of - for French cars. At the European level, the market for all brands increased by As for the French brands, they decreased by - 6.2 %.On the part of the Mini, after nine months in models were sold, which represents a change of - and a penetration of 0.5 in 2005. This decrease can be explained by trends in prices: consumer prices rose by as did the price of new cars 1.3 On the other hand, prices of accessories and repairs have experienced inflation of like fuel prices 12.9 THE AUTOMOBILE MARKET Source: "Les Echos" In view of these figures, we can put the Mini in a phase of growth / development. [...]
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