ppt bmw z3
TRANSCRIPT
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Leap of a global brand BMW supply the most reliable and with a particular
position, the best in each class, luxurious, highperformance cars to the U.S Automotive market. Attained 100,000 annual salesin the U.S Market. Competitor: LEXUS, ACURA, INFINITI
BMWs Business Strategy (In U.S Market) Repositioning brand from Yuppie Status Symbol to
the more quality Ultimate Driving Machine Fixing price for New Market Strengthen Dealer Network Improvement of production line
Background
Promising youth segmentTarget
BMW need to preserve their reputation fordriving perfomance and reposition their Germanmade cars as being stylish and fun to drive aswell Adweek Eastern Edition, September 11,
1995
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BMW in US Market and Worldwide
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BMW Z3 Roadsters Concept
Roadster concept started in 1992Opportunity
The decline of worldwide motorcycle market whichgenerated market of substitute product for the samepsychographic market segment. Adressing the samefeelings,emotions and fantasies. Niche opportunity, the goal is for being the best not
the biggestCompetitors (Porsche and Mercedes) were rumored tohave similar concept
Revealed interest across life stage segmentsImage conscious Gen X
Aspirational car for men and women in 40sNostalgia for late baby boomers
Common across diverse demographicLover of Life mindsetPropensity to seek unique expressions ofindividuality
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Franchise Expanding Mission:BMW commited to US marketZ3 Roadster was made in Spartanburg, South Caroline instead of
Munich, GermanyTransition from:
Germany America
Munich
Spartanburg
Made in Germany Made by BMW
The investment is $600million and growingBuild 250-300 cars a day
Employs 1500 people(2000 by the end of decade)
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BMW Z3 Roadsters Spesification
Lets see one of its commercial.
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Strength Weakness
- BMW is not the biggest but the bestcar company in the world as it ismore into youth targeting.
- It influences consumers stronglythrough Media and film industry.
- It is Innovative and Impactful.
- Their corporate image is tooserious and tradition-bound
- Plan Execution was complicated.
- Z3 was perceived to be Germanmade car not an American madecar.
Opportunity Threat- Increase in sales: Their franchise
expansion seems to be morepromising way to incremental salesto the brand.
The cars are not as expensive asGerman manufactured cars.
- It is the first Auto plant outsideEurope.
- Competition from Mercedes and Porsche.- People not accepting a German car
in US.- The partners or sub- partners may
turn into rivals.
BMW Z3 Roadster Introductory Marketing Plan
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Background of Launching Z3 RoadsterMW Z3 Roadsters Marketing PlanThe Central Goal of the launch was :
- To expand the BMW franchiseand further rejuvenate the BMW
brand by positioning the Z3 squarelyinAmerican culture and settling intothe hearts and minds of theAmerican public.
Timeline of Key events
Phase II
Phase I
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Non-traditional Marketing Method- Buzz / Word Of Mouth, Non-traditional VS Traditional- Use the Customer Emotional Purchase 4 Step
Awareness Interest Desire Action
Fixing the First Marketing Element: The GoldenEyeProduct Placement
- BMW-MGMCo-Launch
- Almost 90sec
007 GOLDENEYE- Effect of Teaser
Advertising
The Final Pre-Launch Marketing Plan
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And Here Is Z3 with Bond!
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1) Neiman Marcus Christmas Catalog offer ofa Special Limited Edition Bond Roadster.
The Final Pre-Launch Marketing Plan
September 95A publication reowned for itsunusual product offering
FeaturesSpecial Limited Edition Bond RoadsterLaunched in Neiman Marcus CatalogCatalog insertion and Vehicle featured on Todays Show
Goal20 Units over 3.5 months
Result100 units in just2 days6000 orders in the Christmas period
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2) BMW Internet Site
1996
Now
The Final Pre-Launch Marketing PlanOctober 95
BMW unveiled its new website for moreinformation
Virtual View of the CarFeatures
Golden Eyes film SegmentsToday Show Clips and Movie OfferBuild your own Roadster:select your ownexterior, interior, and top colors as wellas various options for a Z3
ResultHit rates tripled from 35,000 hits/dayto 125,000 hits/day.Apple used this as a reference in theirown advertising
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3) Press Launch in Central Park
November 1995,Z3 was formally introduced to Public.200 media representativesFeaturesZ3 was reveiled amid a splash of special effect
that exploded the crat shielding the car.Bond actor Pierce Brosnan drove onto the scenein his Atlanta Blue Roadster .Showcased in a segment of Todays ShowResultsExtensive coverage in both broadcast and print(Hard Copy, This Mornings business, The MoneyWheel, all major network news programs)Cartoons published in newpaper
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4) Jay Leno Tonight Show
The Final Pre-Launch Marketing Plan
November 1995Z3 appeared on the Tonight Show prior tothe Golden Eye premiere.
Bmw was trying to reach out to wideaudience by Promoted movie and car
Features
Jay Leno using the car in his showBond to dodge all approaches fromNBC securityTook calculated risk and gamble
ResultWorked Out Very Well
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A cross country Road Trip with Z3
5) Radio DJ Program
6)Go: An American Road Story Video
The Final Pre-Launch Marketing Plan
Early November 1995:
25 radio stations were participatedWord of Mouth effectBut was the most at riskFeaturesInnovative ideas used by DJsGave away Z3.ResultGot brand into conversation milieu.
6000 spots against 3800 promised.3 Times Word of mouth effect of otherprograms
On December 1995,BMW created a story that
provides a celebration of theroad focused on the emotionalcharacter of the driving
experience
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The Final Pre-Launch Marketing Plan
7.) TV and Print Advertising40% Traditional vs. 60% Non-Traditionalon 1st November
Humor and Fantasy instead oftraditionally no-nonsenseTV: Spots in Network Shows, LifestyleCable programsPrint: Placed in business, lifestyle andAuto-buff magazines.
Utilized to prime the launch of movie.
Advertising Recall 15% of TV viewer (50%higher than Mercedes E class)
Product placement in Network Shows
SeinfieldER90210
Lifestyle Cable Programming
TV and PrintAdvertising Business and Lifestyle Books
Business weeksForbesFortuneTravelerVanity Fair
Business and Lifestyle Books
Car and Driver
Auto WeekAuto World
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The Final Pre-Launch Marketing Plan
8) Dealer Advertising and Promotions
ObjectiveTo be integrated from outsetTo motivate dealers to spend scarce resourceon product to be launched after 6 months.
How ?Dealer Visits and Presentation
BMW and and MGM commited into it150%Emphasized strategic importanceBMW had 345 dealers and only 150cars available , they had run theprogram in 3 waves with the vehiclescirculating among dealers.
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007: Licensed to Sell
Result Private Film Screening, the theater arrangements for the screeningevents by MGM studios Cocktail Receptions Circulated the Cars for Display Merchandise e.g. Bond License kits These generated publicity in media, such as: local newspaper,metropolitan television and radio
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Success of the Phase.I Launch Plan
What is the success from Phase.I ?- Big hit 007GOLDENEYE : Earned $26.2M (First week)- Car Dealer Improved efficiency- Cost cutting from Non-traditional- Create the Niche Market Made a Paradigm shift of BMW Promotion way
100 orders within 2 days
6000 orders by Christmas
Neiman
Sep 11, 1995
Hit from 35000 to 125000 / day
Apple also approached for rights toreference
BMW Internet Site
Extensive coverage in broadcast, printand news
Cartoons in news paper
Central Park
Press Launch
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Desired End-State:
Purchase
Possible End-State:
Brand forgotten
Time
Phase I Phase II
Point of
infatuation
Ex
citement
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Cognitive StageBuzzing with 007 Golden eye Movie
Affection Stage
Press Launch
Catalog offerWeb SiteTV ShowCommercial TV
Behavior Stage Test Drive
Models
Stages
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