BMW

The Ultimate Driving Machine

INTRODUCTION:
Industry: Automotive
Predecessor: Rapp Motorenwerke
Bayerische Flugzeugwerke AG (BFW)
Automobilwerk Eisenach
Founded: 7 March 1916; 101 years ago
Founder: Franz Josef Popp, Karl Rapp, Camillo Castiglioni
Headquarters: Munich, Bavaria, Germany
Area served: Worldwide
Key people: Harald Krger (CEO)
Norbert Reithofer(Chairman of the Supervisory Board)
Products: Luxury vehicles, sports cars, motorcycles, bicycles
Production output: 2,512,635 vehicles (2016)
Revenue: 94.163 billion (2016)
Operating income: 9.665 billion (2016)
Profit: 6.910 billion (2016)
Total assets: 188.535 billion (2016)
Total equity: 47.363 billion (2016)
Owner: Stefan Quandt (29%)
Susanne Klatten (21%)
Public float (50%)
Number of employees: 124,729 (2016)
Divisions: BMW Motorsport
BMW i
BMW Motorrad
Subsidiaries:
Transportation
Mini
Rolls-Royce Motor Cars
BMW China
BMW Brilliance (50%)
BMW of America LLC
BMW US Manufacturing Company
Sports
BMW F1
Automotive Design
Design works USA
International
BMW Japan
BMW South Africa
BMW of Canada
BMW Korea
BMW Australia
BMW India
MARKETING OVERVIEW:
Consistent marketing policy, the 'market niche' strategy
Branding based on four core values, which are:
Technology
Quality
Performance & Exclusivity
Message of these values being portrayed in advertising campaigns
BMW ads and campaigns are in response to the social, economic, environmental and
competitive changes
Providing the dealers with a central source for advertising, BMW ensures that all
communications remain standardized as well as maintaining BMWs brand values.
BMW also relies on its sensitivity to the environment

ADVERTISING STRATEGY:
BMWs advertising strategy is based on four concepts:

Core brand value

Sniper Strategy
Centre of Gravity
BMW tone of voice

PROMOTION SLOGANS:

Slogan Used Time Frame

A Luxury car that provides an exhilarating Introduced in the year 1971

driving experience
The first great opportunity

The Ultimate driving machine Being used from past 15 years

Overall brand focus and prestige

Designed for peace of mind, Not just peace Still used

and quite
Focus on 7 series

BMW core values at more attainable price Still used

Focus on 3 series

BMW- The smart choice New strategy with focus on brand, product,
franchise and organization
 'Pre-Owned. We Swear.' New slogan

To promote sales of pre-owned cars

TARGET AUDIENCE:
The target market for BMW includes:

Generation Xs and Dot comers

Average work hard and play hard was 46 years old. Two thirds were male, married and no
children. The median income was $1,50,000.
Creative class
High net worth Individuals and Professionals who earn $90,000 and above per annum.

MARKETING CHANNELS:
BMWs marketing channels are as follows:

Television commercials
Internet
Print
Event Sponsorships
Mobile marketing

Television Commercials

TV reaches a much larger audience than local newspapers and radio stations, and it does so
during a short period of time.
TV reaches viewers when they're the most attentive.
It allows the company to convey their message with sight, sound, and motion, which can
give their product instant credibility.
It gives the company an opportunity to be creative and attach a personality to their brand.

Internet
Wide Reach Geographically, you can access local, national, or even global markets to
expand
Measurable Track visitation stats, conversions, paths through a website
Affordable Internet Marketing is on average less expensive than traditional media
Interactive Allows quick and easy communication between advertiser and visitor via filling
out online forms, email, or even live chat that further increase the chance of a sale or
conversion

Print Media
Specific Target Audience
Loyal Readerships
Special Ad Positioning
 Credibility
Long Life Span
High Reach Prospective

BMW Print ad campaign:

Inspiring Designs Dont Always Start on Paper -5

series
Motion is our Muse- 5 series
Car Seat- Mini
Oftalmologist and Cardiologist ads- BMW workshop,
specialized medicine for your vehicle

Vintage Ads:

BMW Sponsored Events

BMW Motorsport.

BMW cars demonstrate their sporting genes on many

important stages: 24-hour classics, production car racing,
the Formula BMW junior series, and customer racing

BMW Golf Sport.

BMW is partner of important professional tournaments like

the BMW Championship, Ryder Cup, BMW PGA
Championship and BMW International Open
ADVERTISING CAMPAIGNS:
Successful BMW campaigns:

Company of ideas
Washroom ad campaign
Mobile video ad
BMW is JOY marketing campaign
BMW Films
Rampenfest viral campaign

BMW IS JOY

The Story of Joy is created to establish sentiment shared throughout BMW that the
company is more than a car company. BMW is creators of joy.
The campaign heavily incorporates high-impact television placements to run on NBC, MSNBC
and CNBC during the 2010 Winter Olympic Games and the Academy Awards.
Depicts the futuristic-looking BMW Vision Efficient Dynamics Concept

BMW Films

The Hire is a series of eight short films.

The films were made to lure upscale, mostly male
audience.
To exploit the popularity of the Internet.
It is estimated that over 85% of potential car buyers will
conduct their initial research on the Internet before they
buy
After the series began, BMW saw their sales numbers go up
12% from the previous year
Following the web site films, traffic to the site was up 55%
to 214,000 compared to only 138,000 the previous week.
BMWFilms.com was one of the Internets fastest growing
sites.

Rampenfest viral campaign

The idea is simple and witty
Launched for internet savy audience
Campaign designed mainly for Face book and YouTube users
COMPETITON ANALYSIS:
AUDI

Some of the salient features of Audis marketing are :

Have a strong slogan progress through technology

Activities in the field of sports, art and culture.
Multitronic campaign.
Promoting through video games.
Audi TDI-(Audi Mileage Marathon)
Trade Fair
A1 e-Tron concept
Uses Viral Marketing & Social Media campaign.
Play Station Home Platform known as Audi Space.
Use Marketing Stunts.

BMW vs AUDI Ad Campaign

BMW And AUDI Bill Board War

Thank You!