What does BMW do well to market to each segment group?

- BMW are doing well to market to each its segment groups because
BMW knows who it’s specifically target market.

1. Modern Mainstream:
These cars targeted the ‘modern mainstream’ – a group of people who
family-focused and active but have previously avoided BMW because of
high prices.

2. Upper Conservative Group:

These cars targeted ‘upper conservative group’ who are wealthy
consumers. These cars had electronic components such as multiple
options to control windows, seats etc.
3. Upper Liberals:
These cars targeted the ‘upper liberals’– a group of people who had
achieved success in the 1990s and gone to have children and take up extra
activities like golfing, biking etc.

4. Post Moderns:
These cars targeted the ‘post-moderns’– a group of people who have high
income and like to attract attention to their showy cars.
Ex:Car Series (Expensive Cars): Roadsters, Convertibles
- Besides
BMW has invested heavily in their online marketing campaign (television
commercials, print advertisement, online advertisement and also mobile
marketing.)
85% of their customers use the internet before purchasing
Segmenting markets into high class areas

BMW Genius Everywhere Program

BMW also featured its cars in some blockbusters series movies such as
James Bond and The Mission Impossible.

Where could it improve its marketing

strategy?

-If the company wants to improve its marketing strategy, they need to do
more innovations in their cars in order to appeal more and can beat its
competitors such as Mercedes and Audi. This is because of the great
competitions in luxury cars market which every company tries to do some
more and new innovations in their cars with newest high technology
system and with amazing car performance to capture the consumers.
BMW also can offer more designed car in lower-priced car for “modern
mainstream” group market instead of just 1 Series cars. So, this group of
consumers will have more choices to choose and this also can attract new
consumers who never use BMW cars.