B A Y E R I S C H E M O T O R E N W E R K E

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 B a y e r i s c h e M o t o r e n W e r k e

About Company

Bayerishce Motoren Werke (BMW) is a German Was founded in 1916 as an aircraft engine
Luxury vehicles, motor cycles, and engine manufacturer. Internationally respected company with
manufacturing company. $106 billion in sales year 2012.
 BMW’S
LOGO

Originally thought to be a tribute to

the company’s founding days as
an aircraft-engine manufacturer.

The inner ring was trademarked in

1917 and meant to show the
colors of the Free State of Bavaria
TAGLINE
THE ULTIMATE DRIVING MACHINE
BMW’s Growth Exploded
BMW’s growth exploded when it successfully
targeted the specific market segment
191
1980s 1990s
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 Q UESTION?
1. How does BMW segment its consumers? Why does this work for BMW?
2. What does BMW do well to market to each segment group? Where could it
improve its marketing strategy?
3. Should BMW ever change its tagline, “The Ultimate Driving Machine”? Why
or why not?
 HOW
Instead of making their cars for everyone, BMW decided to create cars
only for the high-class rich people who seek luxury and a car that
speaks of their success. This idea of dividing the market into well-
defined slices is what we call segmentation
MARKET SEGMENTATION

Demographic

Demographic variables such as age, family size, family life cycle, gender,
income, occupation, education, religion, race, generation, nationality, and
social class are so popular with marketers is that they’re often associated with
consumer needs and wants.

Geographic

Geographic segmentation divides the market into geographical units such as

nations, states, regions, counties, cities, or neighborhoods.

Psycographic

In psychographic segmentation, buyers are divided into groups on the basis of

psychological/personality traits, lifestyle, or values.

Behavioral

Hard core loyals or switchers, benefit sought, personality.

DEMOGRAPHIC

Baby boomers and professional yuppies

Sporty sedans with exceptional performance

Prestige and achievement

 BMW SERIES

3 Series 5 Series 7 Series

The all-new BMW 3 Series The BMW 5 Series is the The all-new BMW 7 Series Sedan
Sedan is the ultimate sports embodiment of the modern stands for an extraordinary
saloon are even more business saloon. presence, maximum performance
powerful and efficient engines. and unique comfort.

s o u r c e : w w w. b m w. c o m
BMW X1
Modern Mainstreams

BMW created a lower price SUV that was

targeted to a group called “modern
mainstream” that are consumers with families
and are active and couldn’t afford the previous
prices of BMW
 BMW 7
Upper Conservatives
They also redesigned their most
luxurious car to target to a group of
consumers known as “upper
conservatives” who didn’t want sporty
cars but were more concerned with
electronic features and gadgets.
 Additionally BMW
targeted a group
called “upper
liberals” who
needed bigger
vehicles and so
BMW came out with
a high-performance
luxury SUV.

These consumers
needed a bigger car

BMW X
for their active
lifestyles and
growing families.

Upper Liberals
 Po st - Mo d e r n s
R o a d s t e r s a n d C o n v.

Finally BMW reached a target known A high-income group that continues

as “post-moderns” by introducing to attract attention with more showy,
convertibles and roadsters. flamboyant cars.
 Tagline
“We don’t make sports cars. We don’t make SUVs.
We don’t make hybrids. We don’t make luxury
sedans. We only make one thing. The Ultimate

THE Driving Machine.”

Keep the Tagline

ULTIMATE The slogan, now nearly 45-years-old.

That’s stating the obvious. The Ultimate Driving
Machine has been BMW’s unforgettable identity

DRIVING since the 1970s.

Make another Tagline or

MACHINE Brand Essence
The company introduced a new slogan ‘Sheer
Driving Pleasure’ in the United States and ‘Joy is
BMW’ in some European countries and China