BMW Marketing Plan Presentation 2012 By IBV team
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BMW Marketing Plan Presentation 2012 By IBV team

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BMW Marketing Plan Presentation 2012. Branding and Marketing for BMW X1 in Indonesia. This slide became TOP 5 (Finalist) in Indonesia Marketing Plan Competitition 2012 in University of Indonesia. The ...

BMW Marketing Plan Presentation 2012. Branding and Marketing for BMW X1 in Indonesia. This slide became TOP 5 (Finalist) in Indonesia Marketing Plan Competitition 2012 in University of Indonesia. The theme is "Joy for the Young".

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BMW Marketing Plan Presentation 2012 By IBV team BMW Marketing Plan Presentation 2012 By IBV team Presentation Transcript

  • Current Market Position • Jumlah penjualan BMW di Indonesia mencapai pertumbuhan sebesar 40% di bulan Agustus 2012 • Penjualan BMW X1 meningkat sebesar 200% di bulan Agustus 2012 • Menempati posisi kedua penjualan terbanyak kategori Premium Car di Indonesia • Mendapat penghargaan Autobild Indonesia Award Best Compact Luxury SUV-BMW X1 2011 • Meraih penghargaan ”The World’s Most Sustainable Car Maker” • Saat ini BMW Indonesia memiliki 16 dealer dan 2 BMW studio
  • Target Market Analysis
  • BMW X1 Category: Sport Activity Vehicle (SAV), Compact Sport Utility Vehicle (SUV) Series: sDrive18i Business(CKD), sDrive18i(CKD) Executive and sDrive20(CBU) Engine: 1.995cc, Petrol and Diesel, 4-Cylinder, valvetronic Positioning: Premium SAV/SUV Brand Personality: Urban, symbol of status and success, eco-friendly and efficient fuel consumption Branding Campaign: “Story of Joy” Price: IDR 489 – 639 million BMW X1 facelift in New York Auto Show 2012 BMW X1 Facelift 2013: • New modern & bold lamp (LED & Xenon) • New gril with chrome accent • New redesigned awesome bumper
  • Competitor Analysis Price Q3 Hadir Tahun 2014 Informasi Rinci masih belum tersedia GLA X1 CX 5 Outlander Joy Level
  • Competitor Analysis Price Q3 Efficient Dynamic four wheel drive, x-drive GLA 489 juta– 639 juta X1 CX 5 Pemuda Outlan der Joy Level
  • Competitor Analysis Price Q3 Quattro all wheel drive GLA 525 juta X1 CX 5 Pemuda Outlan der Joy Level
  • Competitor Analysis Price Q3 Bi-xenon dan auto leveling lamp GLA X1 Skyactive tech CX 5 375 juta – 410 juta Outlan der Joy Level
  • Competitor Analysis Price Super wide range HID heap lamp Q3 GLA Female friendly X1 CX 5 289 juta- 325 juta Outlander Joy Level
  • SWOT Analysis Strong Brand in premium class Excellent perceived quality dalam hal engine - Memerlukan tambahan pencitraan untuk meningkatkan Brand Personality Luxury affordable Website lengkap, tetapi terlalu padat, banyak detail kata dan teknis. Kurang konten interaktif Segmen premium compact SUV/SAV masih sepi pemain / kompetitor Bisnis Indonesia, Jum’at 5 Oktober 2012 Trend positif dalam penjualan BMW, khususunya seri X1 yang naik 200% (Agustus 2012)
  • OBJECTIVES Our aim: • Build High Brand Equity that targeted young generation • Encourage people to test drive • Maximizing branding campaign to generate more sales • Having “true friends” customer Flanking strategy for dominate market share: • Dominate in uncontested area • Unexpected or surprising strategy • Increase promotion, good positioning and increase channel/distribution
  • BMW X1 Marketing Roadmap December Public Relation ATL Online Media Print and Outdoor ad Hire Brand Ambassador Youth Media and Forum Gathering for Launching BMW X1 facelift January 2013 February March April Dian Pelangi Fashion Show & introduction BMW X1 facelift BMW “Joy Shooting “ & test drive with Iko Uwais Improving and maximizing the use of online media Advertise in Grand Indonesia Shopping Town and Hotel Indonesia Advertise in youth media, business and entrepreneurship magazine BTL Photography competition “Joy for the Young” Community Gathering Regular Activities May
  • Improving and maximizing the use of online media Objective - To promote and communicate Branding Campaign in online media Promotion Tools (example) Concept Items • Utilize social media • Establish microsite to promote campaign of BMW X1 Advertising in high traffic online media (based on alexa rank) such as www.kompas.com Advertorial thread in large and high class forum/community such as www.darahkubiru.com Establish forum/community for BMW X1 user with sophisticated web design • • • Time Line Estimated Budget : IDR 100.000.000 December January 2012  Concept development  Social media improvement  Ads online February March  Microsite development  Forum/community website development April Community gathering (Kopi Darat) May
  • Beriklan di Majalah OBJEKTIF: Memahami lebih spesifik target pembaca dan beriklan dimana pembaca/potential customer yang utama berada BENEFIT: • • Tepat sasaran pada pembaca yang diinginkan Grafik display yang bagus membuat pembaca lebih tertarik dengan produk BENTUK ADVETORIAL Mengedukasi secara detil serta keunggulan produk, memberikan gambaran nyata kepada pembaca
  • Objective Items - Melanjutkan hubungan kerjasama antara Pertamina dan BMW - Memperluas dan memperkuat brand awareness Banner Concept - Memasang banner di 15 SPBU ternama di daerah Jakarta serta Kotakot besar lainnya, seperti Surabaya dan Bali. - Pertamia Dex sebagai official fuel BMW X1 (diesel) yang mendukung BMW EfficientDynamics Time Line Feb Maret Banner April
  • Kongkow – Kongkow BMW X1 User di parking area Plaza Indonesia Objective Items Public grab attention towards BMW user gathering To create WOM effect Tools Concept - BMW User communty kong kow – kong kow bareng di daerah Hotel Indonesia. - Journaslist atau media diajak Untuk meliput event ini - Menunjukkan rasa kekeluargaan sesama BMW user Time Line Dec  Brief Agency  Negotiation with media Photographer and BMW X1 user  Print Ads and social media Jan Feb  Execution and planning the next kong kow2 event March April May
  • Dian Pelangi Fashion Show & Launching BMW X1 facelift Objective Items Public grab attention towards fashion show Strenghten the image of BMW X1 is masterpiece not only for man but also for women Promotion tools Concept Method :  Dian Pelangi Fashion Show while Launching BMW X1 Facelit. Place : @ Fx Sudirman and plaza Indonesia. Theme :  “Joy’s towards stlye & fashion” Show that BMW X1 Modish and fashionable for “Youth “. Time Line Dec  Dian Pelangi Contract  Negotiation with mall ,(Fx Sudirman) and Plaza Indonesia  Print Ads Jan Feb  Execution days March April May
  • Objective - To create worth of mouth (WOM) effect - To experience with BMW X1 - To create strong image that BMW is gentle. Preview Items Concept Perkenalan BMW X dengan kegiatan menembak bareng Iko Uwais dan test drive Iko Uwais menemani peserta menembak sambil merepresentasikan BMW X1 Iko Uwais harus bisa mendapatkan “customer insight” Time Line Budget : IDR 50 Juta January Februay March April May June
  • Photo Competition