Bravaria Motor Works

Z3 ROADSTER

Group No. 9
Abhishek Vashishth 1402001
Kaushik Yadav - 1401055
Subburam S 1401047
Suresh Bhasin - 1401049
Varun Prabhat Soreng - 1401052

INTRODUCING BMW Z3
Brand repositioning from Yuppie Status Symbol to Ultimate
Driving Machine
Decline of Motorcycle market in 1992
Surgical transplantation from Germany to U.S.A
To become a truly global brand
To create a cushion against international monetary fluctuations
To develop new relationships in North America especially
Roadster Z3 was the perfect fit with BMW positioning of
Driving Excellence
Evoked BMWs heritage
Embodied the spirit of the company

INTRODUCING BMW Z3
Objective of launch was 2 fold
to motivate & stimulate dealer network
to build an order bank for Spartanburg Plant
BMW differentiated and positioned itself on the basis of
PERFORMANCE
BMW used both push and pull promotional strategy.

Roadster Introductory
Marketing Plan
Central Goal of Launch:
Expand BMW Franchise
Rejuvenate BMW brand by positioning Z3 in American culture
The launch plan budget was split 40:60 between Traditional & non
Traditional Element
Focused on non traditional marketing: given Psychographic
Segmentation
Targeted Demographic Segment: Lover of Life mindset
Multi media communication channels were used
Wanted customers to hear message in many voices rather than
reiteration

Phase I Traditional
Marketing
TV & Print
Advertisem
ent

Popular network & lifestyle

shows
Print media in Business,
Lifestyle books and Auto
magazines

Dealer
Advertisem
ent &
Promotion

007:License to sale kits

were created
The dealer promotional
package showcased the
private screening of
Goldeneye

Phase I Non Traditional

Marketing
PLACING Z3 IN A MOVIE
Movie becomes more realistic with use branded
products
Manufacturers look for exposure & visibility (Young &
Foreign
people)
Cost
effective
and adds glamour
Effective way of building Brand Equity
Risk associated is very high

Phase I Non Traditional

Marketing
JAMES BOND PERFECT FIT FOR BMW
BMWs deal with MGM - capable of reinforcing BMWs
brand image
The deal was a perfect co launch
Quintessential hero for a quintessential car
BMW agreed to invest in advertisement to support
Z3 as James Bonds new Car
MGM agreed to place Z3 in Goldeneye - Preview &
Trailer

Advertising Decisions
Media
Decisions

Multi media
channels used

Advertising
Evaluation

Objective
Setting

Budget
Decisions

Use of
Traditional &
non Traditional
Marketing

Sales

Movie decision
was cost
effective

NTM being cost

effective

15% of viewers
recall the ad
which is the
highest figure
ever

Message
Decisions

Successful
BUZZ creation

To make it
word of
mouth

Booking
increase to
9000 as
earlier
envisaged
was 5000

Communicati
on

Cost Effective
Non Traditional
Marketing

Integrated Marketing
Co
Launch
with oo7

Go
Vide
o
Tonig
ht
Show

TV
Ads

Non Traditional
Marketing

Traditional
Marketing

Print
Medi
a

Premie
r
Shows

Radi
o

007
Kits

Online & Field

Marketing
Centr
al
Park

Catal
og
Offer
Websi
te

Phase II Key Challenges

To create a market plan that would sustain the
excitement created in phase I until product availability?
How to maintain the Buzz created by phase I marketing
?
How to materialize the interest & excitement of the
targeted market into Sales ?

Probable Solutions*
Connecting & Maintaining relationships with customer
by direct marketing
Get married: Conversion of purchased decision into
relationships

Point of
infatuatio
n
Ge
n
exc erati
item ng
buz
ent
z, v
,
isib
ility

Excitement

From Excitement to Sale !

Phase I

Desired End-State:
Purchase

Possible End-State:
Brand forgotten
Time
Phase II

What shall be done now?

Should BMW continue with Non Traditional
Marketing
Should it or not ?
Non Traditional Marketing suits best for their targeted
Market Segment
BMW Z3 Roadster being a high involvement product &
looking to its Psychographic Segment innovative
marketing leaves a deep impact
Should not it
Same way can not be repeated as it will loose its charm
Involves high Risk

Thank You

Back Up Slides

Phase I Marketing

Traditional Marketing :
TV & Print Advertisement
TV advertisements were placed in popular
network shows & lifestyle cable programing
Print Advertisements were placed in Business &
lifestyle Books as well as in Auto-buff Magazines
The mentions of advertising content was highest
attained ever
15 % of TV Viewers recalled the advertisement
(Which was highest in 10 years)

Dealer Advertisement & Promotion

Dealers were not enthusiastic because of the gap
between delivery & pre launch
150 cars were available for display in exhibition
whereas the number of showrooms were 345
The dealer promotional package showcase the
private screening of Goldeneye
007:License to sale kits were also created
This attracted local publicity & appearance in
local newspaper