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“Small ,but perfectly

formed”

SSCP Consultants
History/Product Life Cycle

• 318475 units sold


(best selling British car
Maturity in the world)
s el a S

• Cooper out of
production
• Mini Cooper
• Decline in Sales Growth
(John Cooper)
Growth •Rover Group
• Monte Carlo Rally Bought BL
• Italian Job
(Micheal Caine)

• Celebrities
(Mick Jagger, The 40th Birthday
Beatles...)
(car of the Century
by Autocar)

Time
1st Mini
1959 (Sir Alec Issigonis,
1960 1971 1994 2001
British Leyland) BMW bought New Mini
Source Rover Group Cooper
Journal of Product & Brand Management 15/4 (2006) 228-238 – Emerald Group Publishing Ltd
What is its Core Product?

• Small • High Quality


• Economic • Status
• Practical • Luxurious
• Easy to park • Prestigious
• British • German

Source
http://www.mini.co.uk/
Takeover/Repositioning
Why?
Appeal/Function Image Associations
Product Related:
• Relative Price
Symbolic • Relative Quality
Benefits/Appeal: Different
• Personal identify Stylish
Classy/Chic
Fun Symbolic Personality:
Sport Fashionabl • Characteristics
y e
• Demographics
IMAGE
• Typical Owner
Functional

VFM Quality
Functional
Benefits/Appeal: History/Heritage
• Affordable :

• VFM • Era: 1960’s


• Origin: British
• Event
Application:
Source Motorsport
Journal of Product & Brand Management 15/4 (2006) 228-238 – Emerald Group Publishing Ltd
Perceptual map
Mini vs. New Beetle
High
Price

£15.000

Low High
Quality Quality
£10.300

Low
Price
Source
Brassington F, Pettitt S. 2006.Principles of Marketing. 4th edition. Pearson.
Product Anatomy
Add-on extras

Actual product After-sale support


•Design - Modernised • tlc
•Quality – Higher • tlc XL
Potential
• Mini Spa
•Features • Health centre
Augmented
Insurance
Tangible • Mini Protect
• Mini Travel
• Mini Cover
Core • Mini Shortfall
Payment
• Mini Select
• Mini Lease
Purchase
Idea behind the • Mini Purchase
Product • Mini Drive
•Small
•Practical Product in the
•Easy to Park future
•Economic •Prototype
Source
Brassington F, Pettitt S. 2006.Principles of Marketing. 4th edition. Pearson.
Potential Product

Mini Traveller
“Go British”

• New Storage Solutions


• Under floor tray
• More room for feet
• Silver metallic paintwork
• Sporting look
• Similar to the Mini
Clubman (already on the
market)
Will this new concept car damage the Mini brand once
launched on the market?
Source
http://www.supercarnews.net/mini/picture/2005-mini-concept-tokyo-08-1-5981/
Product Mix
Product Line
Length
Mini One
Mini Cooper
Gifts and Insurance Cars Mini Cooper D
Fancy Goods Mini Cooper S
Product Line

Pens Mini Protect Mini Hatch


Mini One Convertible
Depth

Sunglasses Mini Cover Mini Mini Cooper


Convertible
Umbrellas Mini Travel Mini Clubman
Mini Cooper Clubman
Model cars Mini Shortfall
Product Line Width Mini Cooper D Clubman
Mini Cooper S Clubman

Source
http://www.mini.co.uk/
Brassington F, Pettitt S. 2006.Principles of Marketing. 4th edition. Pearson.
Brand

What does “brand “mean?

• Marketing Practice of Creating a name, symbol or


design that differentiates a product from other
products.

• One of the most important aspects of any business;


large or small, retail or B2B

• The brand is the promise to the customer


Source
Brassington F, Pettitt S. 2006.Principles of Marketing. 4th edition. Pearson.
Launching a new product through an
existing brand: good or bad idea?
Advantages Disadvantages

• Very good brand image • Customers loyal to the character


– Sporty – Fun – Trendy – and appeal of the old Mini
Stylish – Classy/Chic –
Different – Special character • Due to problems that arose when
the old mini became out –of-date,
• Due to the strong reputation of customers may still hold negative
BMW, many of their customers attitudes in mind
may decide to remain loyal to
the firm
– high success, by offering
customers a better product

Source
Journal of Product & Brand Management 15/4 (2006) 228-238 – Emerald Group Publishing Ltd
Success of the Mini in the USA

• Higher sales than anticipated when launched in USA in March, 2002


• Increased small car niche in USA and celebrity following
• BMW association

Value – Mini perceived as a valuable car, why?

 Brand reputation
 Fuel-efficiency
 Brand experience

Will success continue for Mini in the USA?

Source
http://www.ForbesAutos.com
http://www.bmw-mania.com
Brassington F, Pettitt S. 2006.Principles of Marketing. 4th edition. Pearson
USA SURVEY
Quality: Is Mini a well made car?

14
10 - 72% • 72 % Agree
N. of People

3 - 20%
4
1 - 8%

-1
• 20 % Disagree
Agree Disagree Somew hat Agree

Answer

• 8 % Somewhat Agree

Comfort: Is Mini a comfortable car?

14
10 - 72% • 72 % Agree
N. of People

3 - 20%
4
1 - 8%

-1
Agree Disagree Somew hat Agree
• 20 % Disagree
Answer

• 8 % Somewhat Agree

Source
Survey organized by SSCP Consultants in USA –
USA SURVEY
Safety: Is Mini a safe car?
• 43 % Agree
14
N. of People

9
6 - 43% 6 - 43%

4 2 - 14% • 43 % Disagree
-1
Agree Disagree Somew hat Agree

Answer
• 14 % Somewhat Agree

Value: Is Mini a value for money car?

15 12 - 86%
• 86 % Agree
N. of People

10

0
1 - 7% 1 - 7%
• 7 % Disagree
Agree Disagree Somew hat Agree

Answer
• 7 % Somewhat Agree

Source
Survey organized by SSCP Consultants in USA –
Conclusions

• MINI has a distinct brand image

• MINI Augmented and Tangible products are reliable

• MINI kept its core product intact with original character

• MINI stands for VFM (Value for money)

• MINI improved quality since acquired by BMW

• BMW found a way of exploring a new segment out of its range

• The new MINI is extremely successful since its revitalisation. So BMW


succeeded.

• MINI was successful in the USA due to the points described above
Contact details:

SSCP Consultants Ltd.


21 City Road
London
EC2 3NC

e-mail:
info@sscp.co.uk

www.sscp.co.uk