BAYERISCHE MOTOREN

WERKE OF
COMPANY
IDEAS

PRESENTE
D
BY
RAJAGOPAL
M
DINESH B
KRITHIKA V
BARGHAVI
T

INTRODUCTION
COMPANY OF IDEAS The new
promotional
campaign.
Targeting beyond the Yuppies.
Attracting the Creative Class.

BMW LOGO

Roundel.
Past Sentiment Aircraft manufacturing.

HISTORY OF BMW

197
1

VISION OF BMW

THE ULTIMATE DRIVING

MACHINE
What comes to your mind when you think about
BMW ?
Joy in Driving. (Freude am Fahren)

BMW PRODUCT LINE

Coupes.
Convertibles.
Sedans.
Sports Wagon.
Sport Activity Vehicle.
Roadster.

COUPES

29-101

CONVERTIBLES

33-107

SEDANS

33-85

SPORTS WAGON

35-55

SPORT ACTIVITY VEHICLE

53-95

ROADSTER

45-51

MARKET SEGMENTATION
Segmentation of BMW.
Automobiles.
Bikes.
Finance.
80%
70%
60%
50%
40%
30%
20%
10%
0%

Auto

bykes

finance

Source:
www.bmwgroup.com

REGION-WISE SEGMENTATION

Source: www.bmwgroup.com

PRODUCT-WISE
SEGMENTATION

Source: www.bmwgroup.com

MARKET TARGETING
people who tend to be leaders,
work hard, play hard and achieve
a lot very early in life BMWs defn. of target
class.
Targeting more people of the Creative class.
Targeting through changing taste and lifestyle.
Diluting the Target.

NEED TO TARGET
BEYOND.
To build the next generation of BMW buyers.
To be relevant and at the cutting edge
To be seen as superior and unique against
competitors
Either driving or performance or design
All in one.

 COMPANY OF IDEAS
To take the Brand beyond traditional association
with yuppies.
Creative class.
Powered by ideas
Non-traditional risk takers.
Flexible
Increased expectancy

Campaign Projections
Economic Responsibility
Emotional needs of the customers

MARKET POSITIONING
Brand positioning among Premium class.
Positioning on the Emotional Quotient of the
people.
Prestige Pricing Strategy to find Target Market.
Re-positioning
Design.
Women.

CONSUMER PERCEPTION
Luxury, Comfort & Style.
Attitude of current owners.
Insufficient purchasing power,
but positive attitude.

ADVERTISEMENT
Re-defining to suit American Buyers.
Film approach lifted brand image.
Print ads changing targets.

REACTION TO THE
CAMPAIGN
Innovative Ad films.
Analysts view - Deviation from normal convention
Downplayed BMWs performance factor
Projected Design, Independence and Corporate
culture
Looked like preventive measure

Source: www.bmwgroup.com

COMPETITORS
Mercedes
Strengths: global presence
Strong brand presence
Lexus
Strengths: strong advertisements
Different target group 35- 40 years
Audi
Strengths: strong online promotion
Innovative publicity - contests

BMW IN INDIA

CONCLUSION