Personality
Personal
Personal Tastes
Tastes and
and Preferences
Preferences
Well
Well educated and working
educated and working
Adventurous/Sporty
Adventurous/Sporty
Leadership
Leadership traits
traits
Hardworking
Hardworking Value Time
Value Time
Passionate, Perfectionists
Passionate, Perfectionists Attention to Detail
Attention to Detail
Tech-
Tech- Savvy
Savvy Early achievers
Early achievers
Brand
Brand Loyal
Loyal Psychology
High
High Disposable
Disposable Income
Income
Observable and Non-Observable
Factors
Socially Conscious
Socially Conscious
and Preferences
Taste and
Taste Preferences Society
Affluent
Affluent Married
Married -Small
-Small Family
Family –– No
No children
children
Cultural Affluent
Affluent Environment
Environment
Luxurious
Luxurious life
life
Like
Like Socializing
Socializing
Personality
Personal
Personal Tastes
Tastes and
and Preferences
Preferences
Well
Well educated
educated and
and working
working
Perfectionists
Perfectionists
Adventurous/Sporty
Adventurous/Sporty
Leadership
Leadership traits
traits Value Time
Value Time
Hardworking
Hardworking Attention to Detail
Attention to Detail
Passionate,
Passionate, Perfectionist
Perfectionist
Tech- Early achievers
Early
Tech- Savvy
achievers
Savvy
Brand
Brand Loyalty
Loyalty
Psychology
High
High Disposable
Disposable Income
Income
Triadic Model
Product Stimulus
Customer
Response
Product 4 classes from Entry level Entry level Sedans to BMW Sedans (3, 5, and 7 Series; Z Series; SUV)
Sedans to Flagship Flagship Sedans.
Sedans
Price $30,595 - $71,445 $31,350 - $54,750 $27,635 - $67,545. Aggressive pricing on the two
models (maintaining the 10-15% premium over the
Japanese brands)
Promotion “enjoy yourself, it’s later Double budget for large-scale A bunch of different media:
than you think” tagline advertising campaign 1970s – Ultimate Driving Machine Campaign, Dual
Younger, hipper themes compared to BMW’s Positioning – Prestige and Performance
and music to promote its 1990s – Ads became more edgier and youthful.
cars to a younger “The world’s most exciting luxury cars.”
demographic Non traditional advertising campaigns - first mover
advantage: James Bond films – Golden Eye (Z3),
Tomorrow Never Dies (7 Series)
2000 & beyond: provocative and non-traditional
advertising:
6 min Short Films for the Internets – “The Hire” –
A-List directors, actors, production values,
www.bmwfilms.com ; “BMW Films”
Brand Image Long Standing image of High quality, Excellent Modern, sporty duo “prestige and Performance”.
classis prestige and status service, Japanese Superb handling and German Engineering
Conservative Manufacturer, Mid-High
range
VALUE CREATION
B
B
ra
ra
n
n
d •BMW is BMW – Luxury car with German Excellence
d
E
E
ss
ss
en
Brand Reflection of the personality of the BMW user
en
Brand •Innovative and Creative (First mover)
ce
Personalit
ce
Personalit •Stylish, Sporty, Powerful, luxurious
yy
• Feelings of owning the best sporty car: Power, High quality & Luxury
Emotional • Feelings of confidence when driving, form of personal expression
Emotional Benefits
Benefits • Sense of Affluence and style
••High
High price
price
Product ••High
Product Attribute
Attribute High quality
quality with
with high
high technology
technology
•• New
New models,
models, well
well equipped
equipped
Z FACTORS
Antecedent Factors
High Usage of Internet, tech-Savvy TA(85%)
Sporty and performance Oriented Personality of the TA
Non traditional advertising campaigns (accompanied with Z3 – Golden Eye)
Limited budget, maximum impact
Component Factors
Director, actors, Script
Website
Intervening Factors
Accelerator – Space for making comments on the website, Media Publicity,
Usage of the name ‘BMW Films’, Television trailer advertising
Decelerator – Limited advertising spend, Limited Internet Access, Time
consuming for non- Quick Time/Real Player users
Extraneous Factors
‘Copycat’ movie placements by competing car manufactures
Competitors Marketing Spend
Memory factors
Inputs
• Affluent, socially conscious, luxurious
life , sporty, passionate, tech savvy,
loyalty , value time, early achievers.
• Marketing Mix
Want
• Be a part of the sporty affluent group
• Own or upgrade their car
Brand Purchase
• Achieve a lotIntention
early in life
• Test drive
• Comparison
Necessary with Competitors
Actions/ Outcome
• Spread word of mouth
Response
• Make Inquiries in showrooms
•Conversion to purchase
•Referrals
RECOMMENDATIONS
Don’t make more films or continue with them – Will dilute the successful
impact that had been created
Do something new and unique
1. “Experience BMW at your doorstep” – Personalized Test Drives demanded by
their TA at anytime
2. Exclusive Parties for BMW Loyalists
3. Online Forums
Creates a sense of exclusivity and personal experience
Facilitates you to get closer to your TA
4. Sport Sponsoring: Racing competition, Golf, etc. which reveal BMW’s image:
LUXURY + PRESTIGE + SPORTY (PERFORMANCE)
THANK YOU !