BMW Presentation example

engine manufacturer
Produced first automobile in 1929
By the 1980s, established itself in the luxury/ performance segment of the global automotive market

Series
Flagship Sedan
$54K to $70K

$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!

highest ever in the U.S.
Brand has never been stronger
No new products being launched over next 6 months

sell brand and not cars
Advertising campaign to incorporate the Internet to produce a series short films:
http://www.youtube.com/watch?v=oGVLuu-P4KU&mode=related&search=
Over 9 million hits
Comprised of 5 films
Over 2 Million visitors registered

represent a 2% market share) over the next several years to 300,000 cars per year.

is more of a fashion brand.
BMW is position as a vehicle for self-expression
BMW success is may be inherently cyclical.
Challenge of marketing to a generation of consumers (or more precisely, whose parents’ generation) own and drive BMWs

in order to successfully market to the prospective future customer?

Establishing BMW as an aspirational brand among young drivers (Generation Y) is difficult because these prospective future customers are:
Jaded, cynical, and suspicious of marketing
Inundated with marketing
Hard to reach through traditional marketing channels
Unpredictable with their tastes

of customers at the high-luxury end?

The challenge is to figure out how to aggressively build aspirational mindshare among younger drivers without offending more conservative older and the most profitable customer segment—premium customers who currently own (or are considering ownership of) high-margin BMW models.

managing growth?

BMW future growth strategy is focused on achieving greater market share in every sub-segment of the luxury car market by:
Providing luxury buyers of all types, from the entry-level young professional to the 65 year old chief executive many alternatives.
Protecting and building BMW’s luxury/performance brand cache as pricing points creep lower.
Maximizing the effectiveness of the marketing dollar as the number of brands increase since competitors have bigger marketing budgets

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.

market rather than to pursue every segment of the automobile market, BMW has a more concentrated strategy
Achieving aspirational mindshare among the young driver segment will obtain the customers for the future.
Avoiding alienation and/or offending older luxury customers while pursuing the younger target retains these very profitable customers.
Reinforcing BMW’s prestige/performance brand cache while expanding the product line avoids deterioration of brand equity.
In order to be successful, BMW must develop ways to efficiently market its brand to compete effectively against players with bigger marketing budgets.