Professional Documents
Culture Documents
Leap of a global brand BMW supply the most reliable and with a particular position, the best in each class, luxurious, high performance cars to the U.S Automotive market. Attained 100,000 annual sales in 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 Target Promising youth segment
BMW need to preserve their reputation for driving perfomance and reposition their German made cars as being stylish and fun to drive as well Adweek Eastern Edition, September 11, 1995
Franchise Expanding Mission: BMW commited to US market Z3 Roadster was made in Spartanburg, South Caroline instead of Munich, Germany Transition from:
Made in Germany Made by BMW
Germany
America
Spartanburg
The investment is $600 million and growing Build 250-300 cars a day Employs 1500 people (2000 by the end of deca de)
Munich
Strength
- BMW is not the biggest but the best car company in the world as it is more into youth targeting. - It influences consumers strongly through Media and film industry. - It is Innovative and Impactful.
Weakness
- Their corporate image is too serious and tradition-bound - Plan Execution was complicated. - Z3 was perceived to be German made car not an American made car.
Opportunity
- Increase in sales: Their franchise expansion seems to be more promising way to incremental sales to the brand. The cars are not as expensive as German manufactured cars. - It is the first Auto plant outside Europe.
Threat
- Competition from Mercedes and Porsche. - People not accepting a German car in US. - The partners or sub- partners may turn into rivals.
Phase I
Phase II
Awareness
Interest
Desire
Action
Fixing the First Marketing Element: The GoldenEye Product Placement - BMW-MGM Co-Launch - Almost 90sec 007 GOLDENEYE - Effect of Teaser Advertising
1996
Result Hit rates tripled from 35,000 hits/day to 125,000 hits/day. Apple used this as a reference in their own advertising
Now
November 1995, Z3 was formally introduced to Public. 200 media representatives Features Z3 was reveiled amid a splash of special effect that exploded the crat shielding the car. Bond actor Pierce Brosnan drove onto the scene in his Atlanta Blue Roadster . Showcased in a segment of Todays Show Results Extensive coverage in both broadcast and print (Hard Copy, This Mornings business, The Money Wheel, all major network news programs) Cartoons published in newpaper
events 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
100 orders within 2 days 6000 orders by Christmas Hit from 35000 to 125000 / day Apple also approached for rights to reference Extensive coverage in broadcast, print and news Cartoons in news paper
Excitement
Point of infatuation
Desired End-State: Purchase
Models
Stages
Affection Stage
Behavior Stage
Test Drive