Marketing Mix of Mini Cooper Automobiles (notesmatic.

com)

The production of Mini cars began in 1959. Since then several companies have owned Mini till it
became a part of BMW’s product portfolio. BMW relaunched Mini in a new avatar in 2001-02. The
production of last classic Mini took place in 2000. Since its relaunch in 2001, Mini has sold more than
3 million units. Over these years, Mini has evolved a lot. Today, Mini is known as an iconic brand that
defines pure urban luxurious mobility. The car is small in size but iconic in design. In 2017 and 18, the
car achieved some major milestones. Sales of mini cars was the highest in history in 2017 and then
second highest in 2018. As the demand for electric cars has grown, BMW has also released a fully
electric version of Mini. However, the first plugin hybrid version of Mini was launched back in 2017
which followed with the announcement of a fully electric version.

Mini is among the most famous cars in the premium small car segment. It has become a mobility icon
that promises a superior driving experience. BMW has established a large manufacturing and
distribution network. Customers can buy Mini in 109 countries throughout the world. With passing
time, the needs and tastes of people have changed. BMW group has focused on innovation so that
Mini fits easily into the urban buyer’s lifestyle and provides better than expected driving experience.
Right since it was launched, Mini has remained a favourite of the high class. From royalty to film
stars, musicians and celebrities from the fashion world, Mini has been successful at charming them all.
In 2019, the car brand turned 60.

Read more about Mini Cooper in this marketing mix.

Product :-

Mini is a well recognized brand in the luxury small car segment. Apart from its compact design and
attractive look, Mini cars are known for safety and resale value also. Since its launch the car has been
most popular among film stars, musicians, fashion celebs and royalties. Mini cars offer a distinctly
superior riding experience. Since BMW relaunched the brand in a new avatar in 2000, a lot has
changed about the Mini cars. Production of the classic Mini stopped in 2000. Now, Mini Cooper is
available in several models including convertible, plugin hybrid and fully electric models. Four main
variants of Mini include Mini Hatch (3 and 5 door), Mini Convertible, Mini Clubman and Mini
Countryman. 2017 and 2018 were the best years in the history of Mini. Mini achieved highest sales in
2017 and second-highest in 2018. In 2017, Mini achieved total worldwide deliveries of 371,881 units.
In 2018, total worldwide deliveries were 361,531 units, a decline of 2.8%. However, from 2017 to
2018, while the total sales of Mini vehicles decline slightly, sales of Mini countryman grew by around
17.5%. In 2018, Mini delivered 99,750 of Mini countryman model and 182,189 units of Mini Hatch
model. The company unveiled it first fully electric Mini in July 2019. The car is called Mini Cooper
SE and has generated a lot of consumer interest. While overall sales of Mini vehicles has declined in
2019, sales and popularity of Mini Countryman Plug-In Hybrid has grown. Compared to the first half
of fiscal 2018, sales of the Countryman Plugin Hybrid grew by around 55% during the same period in
2019.

Mini cars are designed for urban riders. These cars are built to provide a superior, more fun and safer
driving experience. BMW has continued to invest in innovation to make the Mini cars better and better
each year. Apart from performance engineering, these cars are also great for their attractive interiors
and headspace. Check out the sales of each Mini Cooper model during 2017 and 18 from the
following table.

Model
2018 Deliveries
2017 Deliveries
Mini Hatch
182,189
194,070
Mini Clubman
47,236
59,572
Mini Convertible
32,356
33,351
Mini Countryman
99,750
84,888
Total
361,531
371,881

Place:

Mini Cooper is a part of the BMW group which is headquartered in Munich Germany. BMW has
established a large manufacturing and sales network for the production and sales of BMW, Mini
Cooper and RollsRoyce cars. Mini cars are available across 109 countries. BMW has a global sales
network which includes 1600 dealerships of Mini cars. BMW has also entered into a joint venture
with China’s Great Wall Motors for the production of fully electric MINI cars. It is a 50-50 joint
venture between BMW and GWM. Currently, Mini cars and their parts are produced in BMW
factories located in countries including India, United Kingdom, Malaysia, Indonesia, Netherlands and
Austria. The BMW group has established an innovative global production network which ensures
premium quality as well as a high level of customisation for customers. The Mini buyers are offered
the option to customise selected components according to their individual taste.

Price:

Mini cars belong to the premium small luxury car segment. These cars are mainly targeted at the
higher end customer segment. Since always, Mini cars have remained the favorite of royalty,
celebrities, musicians and film stars. The pricing strategy that BMW uses for Mini cars is called
premium pricing. However, Mini cars offer a unique driving experience and for the premium prices
that buyers pay, they receive a good quality and safe as well as stylish product. BMW also invests in
research and innovation so that Mini cars are better than any competing car in the market. The hardtop
2 and 4 door Mini car models are priced lower than the Countryman models. The price of MIni
Cooper Hardtop 2 door starts at $23,400 and that of Mini Cooper Hardtop 4 door at $24,900. On the
other hand prices of John Cooper Works Hardtop 2 door start at $33,400 in the U.S.

Prices of Mini Cooper Countryman start at $28,400 and that of the Mini Cooper S countryman at
$31,900. 'John Cooper Works All 4 Countryman' car models are priced from $41,400 onwards. Prices
vary for the Mini Cooper Clubman and Convertible models. The costs can also vary from market to
market depending upon production, logistics, marketing costs and several more factors. Above prices
are for the U.S. market. However, despite the premium price tags, these cars offer a distinct experience
and are popular because of their attractive build and the overall driving pleasure they offer.

Promotion :

Mini cars are very popular in the Western markets. Mini cooper has always managed to grab extra
limelight because of being a favourite of Celebs. They have featured in several Hollywood movies
including ‘Italian Job’ featuring MIni cars in several cars used to carry out a bank robbery. Mini cars
have a distinct and unique image and mostly these cars have been associated with adventure and thrill.
BMW has also released some sports models to attract the millenial buyers. However, while Mini cars
are quite popular in various corners of the world, competition in the automobile industry has grown
quite intense. Therefore, BMW also invest in the promotion of Mini cars through several channels and
mainly the digital channels. Apart from the country specific websites that act as both marketing and
sales channels for Mini cars in those markets, Mini also uses other channels for promotions. The
company also offers online customization options for MIni buyers. Mini also targets government
buyers through various programs like Mini Diplomatic sales program and Military program. The Mini
Cooper cars have also earned several rewards and recognition for their performance, safety and design
as well as style features. Mini Cooper hatchback was among the IIHS top safety picks for 2018. In
2017, JD power ranked Mini Cooper as the highest ranked compact sporty car in initial quality.

BMW is using digital channels extensively for the promotion of BMW, MINI and Rolls Royce cars.
The company also uses other channels of promotion like motorshows as well as races and rallies. The
Mini Motorsports team has won several races and difficult rallies. From 2012 to 2015, it won the
perilous dakar rally. Again it finished second in the rally in 2016.The Mini John Cooper Works team
also clinched the IMSA manufacturer’s championship in 2018. Now, the team’s eyes are set on the
SRO TC America series. Apart from that, BMW group also showcases Mini cars at all major
motorshows and events. Mini maintained an exciting presence at the IAA Frankfurt 2019. BMW
displayed its all electric Mini at the show including some other models. BMW promotes its MINI cars
at major events to gain media publicity and showcase its new and innovative models before the public.
Together, all these channels and methods are highly effective at driving sales and brand recognition.
BMW is also using social media to promote Mini Cooper and to engage its fans from all over the
world.

Conclusion:

Mini is a premium small car brand that enjoys strong brand equity. In 2019, Mini is celebrating its
60th anniversary. Since its foundation, Mini has remained a favourite of celebs from all walks of life.
However, Since BMW acquired the car brand, it has invested a lot in innovation and brought several
new models to the market. This has worked to grow the popularity of Mini cars and their sales.
However, the company is focusing more on digitalisation than ever to reach new customer segments.
It has entered into a partnership with Great Wall Motors of China to strengthen its presence in the
Chinese market and grow Mini sales. In 2019, the automobile industry has entered a difficult phase
and to stay competitive and retain sales, the company would have to focus on entire customer
experience. The iconic status of Mini Cooper in the premium small car segment is its primary strength.
BMW is also focusing on strengthening its manufacturing and sales & distribution network to grow
the sales of Mini Cooper around the world.

More sources:

BMW Annual Report 2018. BMW Second quarterly financial report, 2019.