BMW SF GRADUATE PROJECT.MY ACCOUNT MARKETING PLAN.

SF1 ZA-P November 2013

MY ACCOUNT MARKETING PLAN.ABOUT WHITNEY.

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MY ACCOUNT MARKETING PLAN.AGENDA.

Objective.1.

Background of My Account. 2.

Competitor Analysis.3.

Target Market. 4.

Activity Plan.

5. Market Strategy.

6.

MY ACCOUNT MARKETING PLAN.OBJECTIVE.

To build the awareness of the product ‘My Account’. The goal is to increase the number of clients registering on ‘My

Account’ Increase the target percentage to 30% against active clients. The number of clients currently registered is 13000. Currently 74000 active clients , new target of 30% = 22000 new

clients to register on my account.

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MY ACCOUNT MARKETING PLAN. BACKGROUND OF MY ACCOUNT. Registering on My Account gives you access to a secure, personalised

environment where you can: Update your personal information. Print account information. View your BMW Financial Services account history and general

maintenance on your account. Contact BMW Financial Services via a priority email service. It is catered for all brands Alphera, BMW and Mini.

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MY ACCOUNT MARKETING PLAN.COMPETITOR ANALYSIS.

An insight is that some of the clients that have registered on my account are unaware of its uses and purpose.

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Require I.D., account and customer numbers to register

‘Contact us ‘ number for enquiry

Individual & Business clients

MY ACCOUNT MARKETING PLAN. TARGET MARKET. Active clients not registered on ‘My Account’ both corporate and individual

clients.

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Corporate clients not registered Individual clients not registered

MY ACCOUNT MARKETING PLAN.MARKETING STRATEGY. Below the line marketing strategy by reaching the target audience in

order to increase the number of clients registering on my account. Raise awareness of my account, using direct channels to the existing

client base. Using social media tools e.g. Twitter ( 140 characters). Web outbound property, Alphera, Mini and BMW websites.

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MY ACCOUNT MARKETING PLAN. ACTIVITY PLAN.1. Direct marketing campaign

Sms Email Inserting mailers

2. Online Owned properties ( SF website, Mini Financial Services Website and

Alphera Website)3. Print

Internal NewspaperHookPhase 1: Johannesburg International Motor show (JIMS) ticketsCriteria – Registration between (date) will qualify customers a chance to win

JIMS tickets

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MY ACCOUNT MARKETING PLAN.THANK YOU FOR YOUR ATTENTION.

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