Exhibit -1

Year
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995

U.S. unit sales (in thousands)

70.90
87.90
96.80
87.80
73.30
64.90
63.60
53.30
66.00
78.00
83.80
94.50

Exhibit - 13

Manufacturer
Total sales (units)
Acura
112137
Audi
12575
BMW
84501
Cadillac
162672
Ford/Lincoln
120191
Infiniti
51449
Jaguar
15195
Land Rover
12045
Lexus
87419
Mercedes
73002
Porsche
5838
Saab
21679
Volvo
81788
Avg advertising expenditure per luxury car sold
Avg advertising expenditure for all cars sold

Worldwide unit sales (in thousands)

434.00
440.70
446.10
461.30
484.10
523.00
525.90
552.70
588.70
534.40
573.90
590.10

Percentage
16.34
19.95
21.70
19.03
15.14
12.41
12.09
9.64
11.21
14.60
14.60
16.01

Media Expenditure (millions)

197.2
25.8
87.5
227.4
30.6
106.7
34.5
18.9
202.8
88.4
10.9
31.2
56.5
$982
$372

per unit expenditure ($)

1758.56
2051.69
1035.49
1397.90
254.59
2073.90
2270.48
1569.12
2319.86
1210.93
1867.08
1439.18
690.81
In 1996 sales of BMW Z3

Rank According to
per unit expenditure
8
10
3
5
1
11
12
7
13
4
9
6
2
more than 15000

Rank According to
per unit expenditure
8
10
3
5
1
11
12
7
13
4
9
6
2

more than 15000

Exhibit - 11
Film
Mission Impossible
Twister
Golden eye
Forrest gump
Dumb and dumber
Waiting to exhale
Silence of the lambs
E.T. the extra terrestrial
Get shorty
Natural born killers
License to kill
Flipper
Risky business
Grand canyon

sales in 1996 (units)

107951.1 Taking growth as 10%

Year
1996
1996
1995
1994
1994
1995
1991
1982
1995
1994
1989
1996
1983
1991

Opening week ticket sales

(million dollars)
56.8
41.1
26.2
24.5
16.4
14.1
13.8
13
12.7
11.2
8.8
4.5
4.3
0.3

AIDA model
Cognitive stage

Attention

Non-traditional marketing:
Golden Eye, Central park
launch, BMW internet site, Jay
Leno Tonight show

Interest

interest among dealers and

customers, within two days of
Neiman Marcus Catalog offer
100 orders placed

Affective Stage
Desire
Behaviour stage Action

over 9000 orders were prebooked by December 1995

Over 15000 units were sold in
1996