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Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011
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Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011

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Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011 Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011 Presentation Transcript

  • A.-C. HofmannNothing has changedComm. Strat. Istanbul Marketing Summit 2011Dec., 7thPage 1 Nothing has changed. Nothing has changed Istanbul December 2011 Sheer Driving Pleasure
  • A.-C. HofmannNothing has changedComm. Strat.Dec., 7th Film Speed.Page 2
  • A.-C. HofmannNothing has changedComm. Strat.Dec., 7thPage 3
  • A.-C. HofmannNothing has changedComm. Strat. In times of change, strong brands are highlyDec., 7thPage 4 valuable to the company. Relevance. Strong brands… …dissociate themselves from competitors. …are desirable and gain customer loyality. …are not sensitive to market changes. …are of very high value.
  • A.-C. HofmannNothing has changedComm. Strat. They are also highly attractive for customers.Dec., 7thPage 5 Relevance. Strong brands… …give orientation. …generate trust. …support the expression of your own personality. …create affinity.
  • A.-C. HofmannNothing has changedComm. Strat. Nothing has changed.Dec., 7thPage 6 The BMW brand identity.Differentiators Premium brand foundation
  • A.-C. HofmannNothing has changedComm. Strat. However, even powerful brands need to evolve.Dec., 7thPage 7 Remaining strong.
  • A.-C. HofmannNothing has changedComm. Strat. Todays Challenges.Dec., 7thPage 8 Diversification of Target groups Enlarging Product Portfolio Media Explosion Megatrend: Energy & Resource Reversal
  • A.-C. HofmannNothing has changedComm. Strat. Megatrend: Energy & Resource Reversal.Dec., 7thPage 9 Paradoxical Customer Bahavior. …think of “Low Fuel Consumption” as a Preferred Car Attribute. …only are prepared to pay a higher price for an environment-friendly car. Source: AM-3, Milieu Research 1997-2010
  • A.-C. HofmannNothing has changedComm. Strat. Example 1: Asking consumersDec., 7thPage 10 UK: Andrew (33) from London. “We should adapt our lifestyles to make sure that we are aware of our carbon footprints.” Cars in household: Fiat Punto, VW Fox Quelle: Milieuforschung 2007 Considered next car: Audi TT
  • A.-C. HofmannNothing has changedComm. Strat. Example 2: Asking consumersDec., 7thPage 11 Spain: Francisco (39) from Castilla "It is true, we are smashing the planet.“ Cars in household: BMW M3 Cabrio, BMW 325i Quelle: Milieuforschung 2007 Short list next car: BMW, Ferrari
  • A.-C. HofmannNothing has changed Customers delegate the problem of environ-mental friendliness to the carComm. Strat.Dec., 7thPage 12 manufacturer. People act as But they are not sensitive towards willing to give up climate change. the standards they are used to. The Task: Create Dreamcars without sacrifice.
  • A.-C. HofmannNothing has changedComm. Strat. Our answer is BMW i.Dec., 7thPage 13
  • A.-C. HofmannNothing has changedComm. Strat. Film BMWi Phase 3Dec., 7thPage 14
  • A.-C. HofmannNothing has changedComm. Strat. With BMW i, the BMW brand portfolio shows aDec., 7thPage 15 balanced condition. Strategic directions for communication. Innovate Driving Pleasure. Thrilling Performance. Visionary Mobility. Focus on Engaging Aesthetics. Striking Technology. Inspiring Design. Boost Joy. Unrivaled Experience. Next Premium. Dynamic Dynamic Dynamic Joy Joy Joy Innovative Aesthetic Innovative Aesthetic Innovative Aesthetic Quality Service Quality Service Quality Service Safety Exclusivity Sustainability Safety Exclusivity Sustainability Safety Exclusivity Sustainability
  • A.-C. HofmannNothing has changedComm. Strat. BMW i.Dec., 7thPage 16 Sustainability + Emotions ≠ Sacrifice.
  • A.-C. HofmannNothing has changedComm. Strat. BMW i.Dec., 7thPage 17 BMW i embodies the Future of Mobility as we see it. Visionary Mobility. Pioneering in alternative drive trains, lightweight construction and aerodynamics as well as mobility services. (e.g. drive trains: electro, plug-in-hybrid, combustion; mobility services: location based services) Inspiring Design. Progressively clean shapes and materials in exterior and interior design. (e.g. life-drive-concept, CFK and renewable resources) Next Premium. Focus on a future oriented interpretation and attitude of premium. (e.g. sustainable value chain, convenient eCommerce offers)
  • A.-C. HofmannNothing has changedComm. Strat. BMW i.Dec., 7thPage 18 Main USPs of BMW i and its Products. CFRP (CFK) Clean interior Mobility and exterior Services design BMW i (i3, i8) Premium Offer Sustainability Purpose build (LifeDrive)
  • A.-C. HofmannNothing has changedComm. Strat. Phases of Communication for BMW i in 2011.Dec., 7thPage 19 2011 1 2 3 Full page BMW i positioning target Split screen substance topic and Full page car shots (family/single shots). group. BMW i positioning target group. Split screens product and BMW i positioning target group.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 1.Dec., 7thPage 20 Brand Launch.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 1.Dec., 7thPage 21 Brand Launch.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 2.Dec., 7thPage 22 Ads for Carbon Fibre Reinforced Plastic.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 2.Dec., 7thPage 23 Ads for electric mobility.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 2.Dec., 7thPage 24 Ads for mobility services.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 3.Dec., 7thPage 25 Ads for BMW i3 Concept and BMW i8 Concept.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 3.Dec., 7thPage 26 Ads for BMW i3 Concept.
  • A.-C. HofmannNothing has changedComm. Strat. Phase 3.Dec., 7thPage 27 Ads for BMW i8 Concept.
  • A.-C. HofmannNothing has changedComm. Strat.Dec., 7th Film Joy 2.0Page 28
  • A.-C. HofmannNothing has changedComm. Strat. Efficiency increase of EnginesDec., 7thPage 29 l consumption / 100 HP 245 HP 102 HP 115 HP 170 30 6,4l /100km 6,7l /100km 8,3l /100km 15,0l 7,4l 30,0 24,7 25,0 20,0 15,0 10,0 8,8 8,1 5,8 5,0 2,6 0,0 60s 70s 80s 90s today /100 HP
  • A.-C. Hofmann Nothing has changed BMW Group is Leading in its Efforts to Reduce CO2 Emissions. Comm. Strat. Dec., 7th Page 30 Despite a more powerful fleet BMW leads in Europe. 255 kW 230 236 210 190 122 kW 162 kW 170 127 kW 136 kW 120 kW 170 150 158 88 kW 152 153 148 130 128 110 90 MINI BMW Group BMW AUDI Lexus Mercedes PorscheSource: 2010 AAAfor EU-23; NEDC
  • A.-C. HofmannNothing has changedComm. Strat. BMW EfficientDynamics - The Perfect Package toDec., 7thPage 31 Reduce Fuel Consumption and Emissions. Performance Efficient Dynamics Weight Consumption
  • A.-C. HofmannNothing has changedComm. Strat. We have changed our kidneys many times.Dec., 7thPage 32 But never our heart.