ppt bmw Z3

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Leap of a global brand BMW supply the most reliable and with a particular

position, the best in each class, luxurious, highperformance cars to the U.S Automotive market. Attained 100,000 annual salesin the U.S Market. Competitor: LEXUS, ACURA, INFINITI

BMWs Business Strategy (In U.S Market) Repositioning brand from Yuppie Status Symbol to

the more quality Ultimate Driving Machine Fixing price for New Market Strengthen Dealer Network Improvement of production line

Background

Promising youth segmentTarget

BMW need to preserve their reputation fordriving perfomance and reposition their Germanmade cars as being stylish and fun to drive aswell Adweek Eastern Edition, September 11,

1995

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BMW in US Market and Worldwide

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BMW Z3 Roadsters Concept

Roadster concept started in 1992Opportunity

The decline of worldwide motorcycle market whichgenerated market of substitute product for the samepsychographic market segment. Adressing the samefeelings,emotions and fantasies. Niche opportunity, the goal is for being the best not

the biggestCompetitors (Porsche and Mercedes) were rumored tohave similar concept

Revealed interest across life stage segmentsImage conscious Gen X

Aspirational car for men and women in 40sNostalgia for late baby boomers

Common across diverse demographicLover of Life mindsetPropensity to seek unique expressions ofindividuality

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Franchise Expanding Mission:BMW commited to US marketZ3 Roadster was made in Spartanburg, South Caroline instead of

Munich, GermanyTransition from:

Germany America

Munich

Spartanburg

Made in Germany Made by BMW

The investment is $600million and growingBuild 250-300 cars a day

Employs 1500 people(2000 by the end of decade)

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BMW Z3 Roadsters Spesification

Lets see one of its commercial.

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Strength Weakness

- BMW is not the biggest but the bestcar company in the world as it ismore into youth targeting.

- It influences consumers stronglythrough Media and film industry.

- It is Innovative and Impactful.

- Their corporate image is tooserious and tradition-bound

- Plan Execution was complicated.

- Z3 was perceived to be Germanmade car not an American madecar.

Opportunity Threat- Increase in sales: Their franchise

expansion seems to be morepromising way to incremental salesto the brand.

The cars are not as expensive asGerman manufactured cars.

- It is the first Auto plant outsideEurope.

- Competition from Mercedes and Porsche.- People not accepting a German car

in US.- The partners or sub- partners may

turn into rivals.

BMW Z3 Roadster Introductory Marketing Plan

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Background of Launching Z3 RoadsterMW Z3 Roadsters Marketing PlanThe Central Goal of the launch was :

- To expand the BMW franchiseand further rejuvenate the BMW

brand by positioning the Z3 squarelyinAmerican culture and settling intothe hearts and minds of theAmerican public.

Timeline of Key events

Phase II

Phase I

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Non-traditional Marketing Method- Buzz / Word Of Mouth, Non-traditional VS Traditional- Use the Customer Emotional Purchase 4 Step

Awareness Interest Desire Action

Fixing the First Marketing Element: The GoldenEyeProduct Placement

- BMW-MGMCo-Launch

- Almost 90sec

007 GOLDENEYE- Effect of Teaser

Advertising

The Final Pre-Launch Marketing Plan

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And Here Is Z3 with Bond!

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1) Neiman Marcus Christmas Catalog offer ofa Special Limited Edition Bond Roadster.


September 95A publication reowned for itsunusual product offering

FeaturesSpecial Limited Edition Bond RoadsterLaunched in Neiman Marcus CatalogCatalog insertion and Vehicle featured on Todays Show

Goal20 Units over 3.5 months

Result100 units in just2 days6000 orders in the Christmas period

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2) BMW Internet Site

1996

Now

The Final Pre-Launch Marketing PlanOctober 95

BMW unveiled its new website for moreinformation

Virtual View of the CarFeatures

Golden Eyes film SegmentsToday Show Clips and Movie OfferBuild your own Roadster:select your ownexterior, interior, and top colors as wellas various options for a Z3

ResultHit rates tripled from 35,000 hits/dayto 125,000 hits/day.Apple used this as a reference in theirown advertising

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3) Press Launch in Central Park

November 1995,Z3 was formally introduced to Public.200 media representativesFeaturesZ3 was reveiled amid a splash of special effect

that exploded the crat shielding the car.Bond actor Pierce Brosnan drove onto the scenein his Atlanta Blue Roadster .Showcased in a segment of Todays ShowResultsExtensive coverage in both broadcast and print(Hard Copy, This Mornings business, The MoneyWheel, all major network news programs)Cartoons published in newpaper

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4) Jay Leno Tonight Show


November 1995Z3 appeared on the Tonight Show prior tothe Golden Eye premiere.

Bmw was trying to reach out to wideaudience by Promoted movie and car

Features

Jay Leno using the car in his showBond to dodge all approaches fromNBC securityTook calculated risk and gamble

ResultWorked Out Very Well

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A cross country Road Trip with Z3

5) Radio DJ Program

6)Go: An American Road Story Video


Early November 1995:

25 radio stations were participatedWord of Mouth effectBut was the most at riskFeaturesInnovative ideas used by DJsGave away Z3.ResultGot brand into conversation milieu.

6000 spots against 3800 promised.3 Times Word of mouth effect of otherprograms

On December 1995,BMW created a story that

provides a celebration of theroad focused on the emotionalcharacter of the driving

experience

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7.) TV and Print Advertising40% Traditional vs. 60% Non-Traditionalon 1st November

Humor and Fantasy instead oftraditionally no-nonsenseTV: Spots in Network Shows, LifestyleCable programsPrint: Placed in business, lifestyle andAuto-buff magazines.

Utilized to prime the launch of movie.

Advertising Recall 15% of TV viewer (50%higher than Mercedes E class)

Product placement in Network Shows

SeinfieldER90210

Lifestyle Cable Programming

TV and PrintAdvertising Business and Lifestyle Books

Business weeksForbesFortuneTravelerVanity Fair

Business and Lifestyle Books

Car and Driver

Auto WeekAuto World

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8) Dealer Advertising and Promotions

ObjectiveTo be integrated from outsetTo motivate dealers to spend scarce resourceon product to be launched after 6 months.

How ?Dealer Visits and Presentation

BMW and and MGM commited into it150%Emphasized strategic importanceBMW had 345 dealers and only 150cars available , they had run theprogram in 3 waves with the vehiclescirculating among dealers.

.

007: Licensed to Sell

Result Private Film Screening, the theater arrangements for the screeningevents by MGM studios Cocktail Receptions Circulated the Cars for Display Merchandise e.g. Bond License kits These generated publicity in media, such as: local newspaper,metropolitan television and radio

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Success of the Phase.I Launch Plan

What is the success from Phase.I ?- Big hit 007GOLDENEYE : Earned $26.2M (First week)- Car Dealer Improved efficiency- Cost cutting from Non-traditional- Create the Niche Market Made a Paradigm shift of BMW Promotion way

100 orders within 2 days

6000 orders by Christmas

Neiman

Sep 11, 1995

Hit from 35000 to 125000 / day

Apple also approached for rights toreference

BMW Internet Site

Extensive coverage in broadcast, printand news

Cartoons in news paper

Central Park

Press Launch

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Desired End-State:

Purchase

Possible End-State:

Brand forgotten

Time

Phase I Phase II

Point of

infatuation

Ex

citement

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Cognitive StageBuzzing with 007 Golden eye Movie

Affection Stage

Press Launch

Catalog offerWeb SiteTV ShowCommercial TV

Behavior Stage Test Drive

Models

Stages

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ppt bmw Z3

Documents

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