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    SonamSahni
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    The document discusses BMW's launch of the Z3 Roadster in the mid-1990s using non-traditional marketing strategies. BMW partnered with James Bond and the film GoldenEye to promote the car, generating significant buzz and pre-orders. This marketing campaign was far less expensive than traditional advertising and helped triple website traffic. While unconventional at the time, the Z3 launch qualified as a paradigm shift that was highly successful in meeting sales targets and capturing new customer segments for BMW. Sustaining interest and converting potential buyers to actual sales remains a key challenge for the second phase of the campaign.

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    BMW Case Study- Z3 Roadster Launch

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    Marketing Presentation_group 6

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    The document discusses BMW's launch of the Z3 Roadster in the mid-1990s using non-traditional marketing strategies. BMW partnered with James Bond and the film GoldenEye to promote the car, generating significant buzz and pre-orders. This marketing campaign was far less expensive than traditional advertising and helped triple website traffic. While unconventional at the time, the Z3 launch qualified as a paradigm shift that was highly successful in meeting sales targets and capturing new customer segments for BMW. Sustaining interest and converting potential buyers to actual sales remains a key challenge for the second phase of the campaign.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    25 views18 pages

    Marketing Presentation - Group 6

    Uploaded by

    SonamSahni
    The document discusses BMW's launch of the Z3 Roadster in the mid-1990s using non-traditional marketing strategies. BMW partnered with James Bond and the film GoldenEye to promote the car, generating significant buzz and pre-orders. This marketing campaign was far less expensive than traditional advertising and helped triple website traffic. While unconventional at the time, the Z3 launch qualified as a paradigm shift that was highly successful in meeting sales targets and capturing new customer segments for BMW. Sustaining interest and converting potential buyers to actual sales remains a key challenge for the second phase of the campaign.

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    © All Rights Reserved
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    of 18

    LET US START WITH A GAME!

    GUESS THE MOVIE 


    GUESS??

    • Who is the Actor?


    -- James Bond
    • Can Anyone guess the movie?
    -- Golden Eye (1995)
    • What can you see in the video as a Marketer?
    -- BMW Car

    This is an example of NON-TRADITIONAL MARKETING to reach the


    audience in a creative way.
    LAUNCHING THE
    BMW Z3 ROADSTER

    TEAM - 6
    ROADMAP

     Brief history of BMW & Current position in the global market


     BMW Z3 Roadster Launch Campaign
     NMT – was it a justified marketing tool
     Does Z3 qualified as a paradigm shift for BMW and marketing in general
     In the wake of initial success of NMT, how right is he, the promoting VP in
    his choice of not going back to conventional advertising
     Z3 launch, Was it successful?
     Challenges in phase 2 – sustainability and converting potential interest
    into actual purchase
    INTRODUCTION:
    BAYERISCHE MOTOREN WERKE

    Brief history:
     Started with Aircraft engine in 1913,
    headquartered in Munich
     Motorcycle in 1923
     1st Car BMW 3/15 in 1928

    Opportunity:
    Declining motorcycle market worldwide
    opened up doors for a product that can
    address the same feelings, emotion and
    fantasies that motorcycles had satisfied
    BMW Z3 ROADSTER LAUNCH
    CAMPAIGN

    Phases:
    Objective:
     Identifying the right product: Phase 1
    Race cars, dune buggies, SUV Phase 2
    and Roadsters which can truly
    capture the essence of BMW

     Substituting the “Made in Target:


    Germany” tag with a symbol of
    quality as “Made by BMW”  Target sale: Increase the sales
    to 1 lakh units in the US market
     100% made in US – promoting  Target segment: Capture the
    a feeling of nationality: Gen X, Men and women in their
    choosing Spartanburg over 40’s and the baby bommers
    Munich
    MARKETING ELEMENTS USED TO
    PROMOTE BMW Z3 ROADSTER

     Non Traditional Marketing strategy – “ The Golden Eye”


    movie
     BMW Co-launch:
    Actor - James Bond
    The film – Golden Eye
    The car – BMW Z3 Roadster
    Other Elements Used –

     Neiman Marcus, Today’s show – result 100 units orders in 2 days and over 6000 orders during Christmas

     Through BMW Websites: Hit rates tripled and Apple used this as a reference in their advertising

     Press Launch in Central Bank: wide coverage in print media and news channels as well “The morning Business,
    The Money Wheel”

     TV and Radio shows: Jay Leno Tonight show, Radio DJ Programs to promote word of mouth
    BMW was heavily focused on design,
    DO YO U AG R E E W IT H M C DOW E LL T H AT performance, safety and reliability
    T H E Z 3 L AUN C H QUA L I F I E S AS A
    “ PA RA DIGM S H IF T ” IN M A R K E TI NG
    FOR B M W ? Attract mostly Middle age wealthy people.

    FOR M A R K E T ERS IN G E N E R AL ?

    Emotional fantasy
    BMW Z3 ROADSTER
    theme

    Attracting the

    1.Young people (Generation Xers),


    2. Middle age people who always desired to
    have a roadster and
    3. Nostalgic late baby boomers.

    McDowell
    RESULTS OF NON-TRADITIONAL MARKETING??

     Pre-booking of the car far exceeded the 9000 marks compared to 5000 projected.
     People were ready to buy the car without even having sight of it.
     Also, the marketing campaign costed BMW 50% less of total advertising expenditures
    through the new non-traditional method.

    Yes, We can say launch qualified for Paradigm Shift!


    HIGH COST
    MC DOW E LL C L A IMS T H AT H E W I L L
    N E V E R G O BAC K TO T R A DI T I O NA L LESSER AUDIENCE REACH
    MA R K E T I NG A F T E R G E T T I N G TAST E O F
    T H E N O N -T R A DIT IONAL V E N U E .

    DO YO U AG R E E ?

    COST SAVING
    GREATER AUDIENCE REACH

    McDowell BALANCE OF BOTH IS BEST!


    WAS THE Z3
    LAUNCH
    SUCCESSFUL?
    HOW DO YOU
    KNOW?
    WAS THE Z3 LAUNCH SUCCESSFUL? HOW
    DO YOU KNOW? (CONTINUE)
    OBJECTIVES-
     Maintain the hype about BMW Z3 ROADSTER
    H E L M U T PA N K E H AS E N GAG E D created in Phase-I
    YO U AS A CO N S U LTA NT O N
    DE S I G N O F T H E P H AS E-I I P L A N. • Souvenir
    • Utilize Official Automotive Sponsor title of
    W H AT S P E C I FI C O B J E C T I V E (S) Summer Olympics 1996.
    WO U L D YO U S E T ?
    • 30 states in 30 days.
    W H AT B U DG E T A N D ME DI A  Converting potential customers-
    P L A N WO U L D YO U P RO P O SE ?
    • Cart abandonment
    • Survey the pre booked customers.
    BUDGET -
    60-40 Traditional to non-traditional ratio.

    MEDIA PLAN
    o BMW internet site
    o Radio DJ program
    o TV and Print advertising--
    o Dealer adverting and promotion
    o Car expo (event marketing)
    o Customer engagement through personalized contact.
    THANK YOU

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