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BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
BMW SWOT
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BMW SWOT

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BMW SWOT

BMW SWOT

Published in: Marketing, Business, Technology
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  • 1. MARKETING CASE STUDY PRESENTATION BY GROUP 3 BMW’S “COMPANY OF IDEAS” Campaign: Targeting the “Creative Class”
  • 2. CASE OVERVIEW • THE ULTIMATE DRIVING MACHINE. • GOING BEYOND “THE YUPPIES”. • TARGETING THE “CREATIVE CLASS”. • “THE COMPANY OF IDEAS” CAMPAIGN.
  • 3. QUESTIONS • CRITICALLY ANYLYSE BMW’S “COMPANY OF IDEAS” CAMPAIGN. DO YOU THINK THAT THIS CAMPAIGN WHICH TARGETED NEW CLASS OF CUSTOMERS WAS NECESSARY, CONSIDERING THE COMPANY’S GOOD PERFORMANCE IN 2005? • DO YOU AGREE WITH THE CRITICS THAT BMW WAS LOSING ITS SOUL? DISCUSS.
  • 4. SEGMENT CHANGE CREATIVE CLASSYUPPIES •YOUNG URBAN PROFESSIONALS •UPPER MIDDLE ECONOMIC CLASS •UPWARDLY MOBILE •AGE GROUP 20 TO 30’S •SCIENTISTS •ENGINEERS •ARCHITECTS •EDUCATORS •WRITERS •ARTISTS •ENTERTAINERS
  • 5. WHY SEGMENT CHANGE ? • ONLY 2 % OF THE CURRENT SEGMENT • 1.6 MILLION BY 2010 • RISE OF CREATIVE CLASS PEOPLE • HUGE POTENTIAL FOR NEW MARKET • HIGH COST OF MANUFACTURING • NET PROFIT NOT INCREASING
  • 6. INNOVATION & CREATION • AD SHOWS LIEPZIG PLANT WHICH WON ARCHITECTURE AWARD IN 2004 • FLAME SURFACING DESIGNS (BANGLE BUTT) • ENVIRONMENT SENSITIVITY
  • 7. AD CAMPAIGN PRINT AD NO MATCH AIRBAGS RISKY TV AD OVERTHINKERS EUPHEMISMS BENEDICT ARNOLD ENEMY OF IDEAS “WE MAKE SURE GREAT IDEAS LIVE ON TO BECOME ULTIMATE DRIVING MACHINES”
  • 8. MARKETING STRATEGY COMPARISON OLD AGE GROUP INCOME NEWAGE GROUP INCOME LIFE STYLE VALUES PERSONA. DEMOGRAPHIC DEMOGRAPHIC + PSYCHOGRAHIC + GEOGRAPHIC
  • 9. SWOT ANALYSIS STRENGTHS • LEADER IN LUXURY CAR SEGMENT • DYNAMISM IN GROUP • AD CAMPAIGN MATCHES WITH COMPANY BASICS. • STRONG MARKETING CHAIN AVAILABLE IN US. WEAKNESSES • NET PROFIT AT THE END OF 2005 WAS LOW FOR BMW GROUP • CONFUSION OVER AD • ONLY IN HOUSE STUDY DONE. • HEAVY COST ON PRODUCTION
  • 10. SWOT ANALYSIS OPPORTUNITIES • MARKET CAPTURING THROUGH EMERGING CREATIVE CLASS • REVENUE GROWTH THROUGH NEW SEGMENT THREATS • LOSS OF OLD BRAND IMAGE & CUSTOMER • CRITISISM FROM EXPERTS AS DEFENSIVE CAMPAIGN • HIGH COST OF NEW AD CAMPAIGN • IMAGE DEPENDENT ON NEW AD COMPANY
  • 11. LEARNINGS • NEED FOR SEGMENTATION • CRITERIA FOR SEGMENTATION • TARGETTING THE SEGMENT

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