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BMW Z3 Roadster launch
Team members :
Yadav Thakur C John GS
2/11 Objective To attain an annual unit sales volume of 100.000 units in United States in order to identify itself as a major player in the global automotive market. .
3/11 Problem How to sustain product excitement and convert product interest into orders ? .
Decline in worldwide motorcycle market led to identification of roadster concept. . “Lover of Life” mindset.4/11 Company overview BMW repositioned its brand from “Yuppie Status Symbol” to “Ultimate Driving Machine”. Position Z3 squarely in American culture and settling into hearts and minds of American public. Replace “Made in Germany” to “Made by BMW”.
5/11 Why Roadster Roadster captured essence of BMW brand (Performance and luxury). 5/ 12 .
6/ 12 . Challenges : Convince consumers that quality of cars in USA would not different from cars in Germany.6/11 Why move to US Display commitment to dealers and American people that BMW is here to stay. Cost advantages : High cost environment in Germany. Cushion against monetary fluctuations.
Jay Leno show. Bond Movie. . standard print. timing. Means used by BMW : Benefits : Easy to grab consumer’s attention. what is said. Radio DJ. “Go: An American Road Story” video. Internet. Central park launch. Difficult to measure impact. Neiman catalog. Cost effective.7/11 2 Non traditional marketing Encompasses anything that is not TV. or direct advertising. High retention rate. Risks : Less control over target audience. Efficiency through word of mouth.
8/11 2 Non traditional marketing Awareness / Visibility Word of mouth. Buzz Excitement Involvement / Infatuation Consumer Advocacy Purchase .
9/11 2 Traditional Vs Non trditional Elements Means Traditional marketing leverage on media used NT marketing leverage on Buzz word fast relatively low competence required/ very low complexity/ cost effective comparatively low depends on customer self selection not easy Process of Communication slow effects Competence required/ level of complexity Good competence required/ Highly complex / easy to measure effectiveness high can be well targeted through mass media Budgeting Target Market Evaluation of effectiveness easy .
Provide test drives. . Continue with road story videos.10/11 10 Suggestions for phase II Create contests on website. Get dealers involved in local promotions. phones etc. Maintain interest by contacting customer through mails.
. Showcase Z3 in an auto show.8 Lt in-line six. Promote upcoming version of 2. Use the car in racing competitions like Le Mans series.11/11 11 Suggestions for phase II Deliver product on time. Provide post purchase assistance. Expand dealer network.