Viren cim project
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13-Sep-2014 -
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Transcript of Viren cim project
Karl Rapp
•Set up Rapp-motorean werke for manufacturing aircraft engines.
Max Friz and
Franz Joseph Popp
•Financial backing of Camillo Castiglionni took over Rapp Motorean Werks
•Renamed it Baverische Motorean Werks
LOGO
•Inspired from the rotating propeller of the aeroplane engine
BMW Aircraft Engine
BMWFirst
Motor-cycle
BMW first 507 sports car
BMW first
sports car 503
BMW, The Dixi 3/15
BMW: BRAND ESSENCE
”The BMW brands stand for a promise of fascinating individual automobiles – a promise we do and will keep”. Part of this pledge and key to the brand inside the company is: “Never build a boring BMW”.
Twenty years ago, BMW expressed its core identity in the US and UK in the slogan ‘BMW – the ultimate driving machine’.
Globally, the brand now positions itself with the pay-off: ‘The Joy of Driving‘.
BMW: BRAND IDENTITY
In 1928, BMW licensed the Austin Seven from the British car manufacturer, which it renamed BMW 3/15. In 1933, the blue, white and black BMW spinning propeller roundel logo appeared on the grille and a six-cylinder model with the twin-kidney front grill was introduced – a feature and point of recognition for every BMW car on the road today.
BMW: BRAND EXPERIENCE
BMW believes strongly in the importance of product consistency. A considerable part of BMW’s success is attributable to its focus
on the design of both its products and its corporate and brand design. Chris Bangle, Design Director, oversees 220 artists at BMW: “We don’t make automobiles as utilitarian machines that you use to get from point A to point B. We make ‘cars’, moving works of art that express the drivers’ love of quality”.
The brand styling is carefully incorporated in the entire spectrum of dealer and customer materials - collateral, showroom interior and exterior, design tradeshow environments and manufacturing facilities.
BMW: BRAND VALUES
Quality, technology, performance and exclusivity are the BMW brand’s core values.
Research and development are ascribed high priority within the company.
For BMW, performance is more than just the ability to accelerate quickly and take corners at speed – it is a balanced harmony between beautifully designed and crafted working parts.
THE COMMUNICATIONS PROCESS
THE MARKETINGCOMMUNICATIONS MIX
Advertising: Any paid form of non-
personal presentation and promotion of ideas, goods, or services by an identified sponsor
Sales promotion: Short-term incentives to
encourage purchase or sale of a product or service
Public relations: Building good relations and
corporate image with the company’s publics using publicity, and handling unfavorable events
Personal selling: Personal presentation by the
firm’s sales force for the purpose of making sales and building customer relationships
Direct marketing: Direct communications with
targeted individuals to obtain an immediate response and lasting customer relationships
ELEMENTS IN THECOMMUNICATION PROCESS
Target audience
A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience.
The BMW Customer
Average BMW Customer Profile: Approx. 46 years old Median income = $150K Well-educated Married and no children 2/3 were male Technology is important Very loyal to the BMW brand Driving is a form of personal expression Work hard and play hard!
STEPS IN DEVELOPINGEFFECTIVE COMMUNICATION
Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to
produce desired results Rational appeals: relate to the audience’s self-interest Emotional appeals: stir up negative or positive feelings using humor,
fear, pride, joy, or even disgust Moral appeals: related the audience’s sense of right versus wrong
BMW ADVERTISING PARTNER
KBS+P
kirshenbaum bond senecal + partners
WE DOTHINGSTHATMATTER. FOR BRANDS. FOR COMPANIES. FOR OURSELVES. FOR YOU.
http://www.kbsp.com/
Bill-Board Ad
APR
IL F
OO
L’S
AD
S
;)
CONCEPT OF APRIL FOOL’S ADS
Each year WCRS (BMW's advertising agency) produces a tactical April Fool's day advert which appears in the broadsheet press on April 1st only.
Designed to teeter on the verge of credibility, therefore taking in scores of slightly less vigilant readers.
The concepts tend to focus on a new and revolutionary piece of technology from BMW, yet push the idea just beyond the plausible.(probable; feasible; logical; conceivable)
The same format as all non-spoof BMW adverts, hence it is down to the reader to notice the difference between the plausible and the non-plausible.
April Fool's day adverts have become a BMW tradition primarily aimed at BMW drivers as a once-a-year opportunity for them to drop their guard and have a laugh at themselves.
For Example:
The 'Toot and Calm Horn' (T.C.H.) system, which creates a noise that manages to calm, rather than aggravate the other driver so reducing the risk of road rage.
Other ideas have included remote control gadgets worthy of James Bond, with windscreen wipers on the esteemed BMW badge and insect-repellent windscreens!
The first & primary object of BMW ad is to create awareness of its brand.One of the goal of BMW advertisement is to make BMW look, not only cool, but likeable, which the brand needs.
AD BUDGET:Medium Quantity & duration Cost (approx./estimated)
Hoardings 60 in existing 20 locations, for 4 months.
96 lakhs
TV adverts 2 months package 12 crores
Ad making 2-3 9 crores
Newspaper Ads 5 ads/month for 3 months 12 lakh
Internet Marketing 50 top visited websites through google ads.
20 lakhs (can fluctuate as cost is calculated on pay-per-click basis)
Malls 20 malls at 20 locations, twice a month for 2 months.
40 lakhs
Total 226800000
Video SnippetDD advertising reaches a broad
audience
SETTING THE OVERALLCOMMUNICATION MIX
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Reaches large, geographically dispersed audiences, often with high frequency
Low cost per exposure, though overall costs are high
Consumers perceive advertised goods as more legitimate
Dramatizes company/brand Builds brand image; may stimulate
short-term sales Impersonal; one-way
communication
SETTING THE OVERALLCOMMUNICATION MIX
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Most effective tool for building buyers’ preferences, convictions, and actions
Personal interaction allows for feedback and adjustments
Relationship-oriented Buyers are more attentive Sales force represents a long-term
commitment Most expensive of the promotional
tools
SETTING THE OVERALLCOMMUNICATION MIX
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Makes use of a variety of formats: premiums, coupons, contests, etc.
Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales
Stimulates quick response Short-lived Not effective at building long-term
brand preferences
SETTING THE OVERALLCOMMUNICATION MIX
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Highly credible Many forms: news stories, news
features, events and sponsorships, etc.
Reaches many prospects missed via other forms of promotion
Dramatizes company or benefits Often the most underused element
in the promotional mix
SETTING THE OVERALLCOMMUNICATION MIX
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
Many forms: Telephone marketing, direct mail, online marketing, etc.
Four distinctive characteristics: Nonpublic Immediate Customized Interactive
Well-suited to highly targeted marketing efforts
PUSH VS. PULL PROMOTION STRATEGY
To focus on long-term strategic objectives rather than push a particular model or series:
To avoid a future sales dip in a trend/fashion-driven sales cycle. This involves achieving aspirational mindshare among the elusive young driver segment, even if only in the market short-term for a luxury car.To avoid alienating or offending older luxury customers while engaged in this campaign to aggressively pursue the youth target market.To reinforce BMW’s prestige/performance brand cache in the context of a product line that is rapidly expanding.To expand and develop the marketing competencies necessary to compete effectively against players with bigger marketing budgets.
Recommendations
Year BMW MINI Rolls-Royce
Motorcycle
2005 1,122,308
200,119 692 92,01
2
2006 1,179,317
186,674 847 103,7
59
2007 1,302,774
237,700 1,029 104,3
96
2008 1,203,482
235,019 1,417 118,4
52
2009 1,043,829
213,670 918 93,24
3
2010 1,236,989
241,043 3,221 112,2
71
Annual Production
Country Make 2006 2008 Models
Germany BMW 905,057 901,898 Others
Mexico BMW 1,500 100,000BMW X3, X5, 3, 5, 7-series
Russia BMW 1,500 2,000BMW X5, X6, 5-series
United Kingdom
Mini 187,454 235,019 All Minis
Rolls-Royce 67 1,417All Rolls-Royce
Austria BMW 114,306 82,863 BMW X3
USA BMW 105,172 170,741BMW X3, X5, X6
South Africa BMW 54,782 47,980BMW 3-Series
Total 1,366,838 1,439,918
Production by country
BMW also has local assembly operation using complete knock down components in Thailand, Russia, Egypt, Indonesia, Malaysia, and Chennai, India for 3, 5, 7 series and X3
BMW nomenclature
BMW vehicles follow a certain nomenclature; usually a 3 digit number is followed by 1 or 2 letters. The first number represents the series number. The next two numbers traditionally represent the engine displacement in cubic centimetres divided by 100. However, more recent cars use those two numbers as a performance index, as e.g. the 116i, 118i and 120i (all 2,0L gas-powered), just like the 325d and 330d (both 3,0L diesel) share the same motor block while adjusting engine power through setup and turbo charging. A similar nomenclature is used by BMW Motored for their motorcycles.The system of letters can be used in combination, and is as follows:A = automatic transmissionC = coupé, last used on the BMW E46 and the BMW E63 (dropped after 2005 model year)c = cabrioletd = diesel†
e = eta (efficient economy, from the Greek letter 'η')g = compressed natural gas/CNGh = hydrogeni = fuel-injectedL = long wheelbases = sport, also means "2 dr" on E36 model††
sDrive = rear wheel driveT = touring (wagon/estate)Ti = hatchback for the BMW 3 Series hatchbackx / xDrive = BMW xDrive all wheel drive† historic nomenclature indicating "td" refers to "Turbo Diesel", not a diesel hatchback or touring model (524td, 525td)†† typically includes sport seats, spoiler, aerodynamic body kit, upgraded wheels and Limit Slip Differential on pre-95 model etc.