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BMW Z3 Roadster launch

Team members :
Anurag

Mehra

Gunreet
Mihika Mrinal

Kaur Thind

Yadav Thakur C John GS

Pradyoth Rohit

Agarwal

Sharanya

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Objective

To attain an annual unit sales volume of 100,000 units in United States in order to identify itself as a major player in the global automotive market.

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Problem

How to sustain product excitement and convert product interest into orders ?

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Company overview

BMW repositioned its brand from Yuppie Status Symbol to Ultimate Driving Machine. Replace Made in Germany to Made by BMW. Position Z3 squarely in American culture and settling into hearts and minds of American public. Lover of Life mindset. Decline in worldwide motorcycle market led to identification of roadster concept.

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Why Roadster

Roadster captured essence of BMW brand (Performance and luxury).

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Why move to US

Display commitment to dealers and American people that BMW is here to stay.
Cost advantages :

High cost environment in Germany.

Cushion against monetary fluctuations.

Challenges :

Convince consumers that quality of cars in USA would not different from cars in Germany.

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2
Non traditional marketing

Encompasses anything that is not TV, standard print, or direct advertising.

Means used by BMW :

Benefits :

Easy to grab consumers attention. High retention rate. Efficiency through word of mouth.

Bond Movie. Neiman catalog. Internet. Central park launch. Jay Leno show. Radio DJ. Go: An American Road Story video.

Cost effective.

Risks :
Less control over target audience, timing, what is said. Difficult to measure impact.

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2
Non traditional marketing
Awareness / Visibility

Word of mouth, Buzz

Excitement

Involvement / Infatuation
Consumer Advocacy Purchase

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2
Traditional Vs Non trditional
Elements Means Traditional marketing leverage on media used NT marketing leverage on Buzz word fast relatively low competence required/ very low complexity/ cost effective comparatively low depends on customer self selection not easy

Process of Communication slow effects Competence required/ level of complexity Good competence required/ Highly complex / easy to measure effectiveness high can be well targeted through mass media

Budgeting Target Market

Evaluation of effectiveness easy

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10

Suggestions for phase II

Create contests on website.

Get dealers involved in local promotions.

Provide test drives. Continue with road story videos. Maintain interest by contacting customer through mails, phones etc.

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Suggestions for phase II

Deliver product on time.

Expand dealer network.

Provide post purchase assistance. Showcase Z3 in an auto show. Use the car in racing competitions like Le Mans series. Promote upcoming version of 2.8 Lt in-line six.