BMW-BAYERISCHE MOTOREN WORKE. FOUNDED BY FRANZ JOSEF POPP IN 1916. 1916- STARTED MANUFACTURING AIRCRAFT ENGINEs 1923- MOTORCYCLES. 1928- AUTOMOBILES. HQ IN MUNICH, GERMANY. IN 1998, BECAME THE PARENT COMPANY OF ROLLS ROYCEMOTORS. IN 2001, OWNED & STARTED PRODUCING MINI BRAND. LOGO INSPIRED FROM THE ROTATING PROPELLER OF THEAIRCRAFT ENGINE.
ABOUT THE BRAND The company produces and markets a varied range of higherend sporty cars and motorcycles. Quality,technology,performance and exclusivity are the BMWbrands corevalues. Research and development are ascribed high priority within thecompany. Twenty years ago,BMW expressed its core identity in the USand UK in the slogan Globally,the brand now positions itself with the pay-off:
BRAND EXPERIENCE BMW believes strongly in the importance of product consistency. A considerable part of BMW’s success is attributable to its focus onthe design of both its products & its corporate & brand design. ChrisBangle,DesignDirector,oversees 220 artists at BMW:“Wedon’t make automobiles as utilitarian machines that you use to getfrom point A to point B.We make ‘cars’,moving works of art thatexpress the drivers‟love of quality”. The brand styling is carefully incorporated in the entire spectrumof dealer & customer materials-collateral,showroom interior andexterior,design tradeshow environments & manufacturing facilities
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THE 5 SERIES THE 5 SERIES SEDAN UNIQUELYEMBODIES DYNAMICS IN ITS MOSTBEAUTIFUL FORMS. The most beautiful form of dynamics is found in the BMW 5 Series Sedan, Touring and Sedan with the latest generation of hybrid drive. Perfect for every day, agile and full of driving enjoyment. Experience a completely new type of automobile: the BMW 5 Series. Or enjoy the fascinating combination of comfort and quality in the BMW M5 Sedan. The fifth generation of the BMW M5 Sedan is an Whether you’re looking forinimitable blend of luxury sedan and sports car a used or new BMW 5 Series,capable of high performance. A roomy cabin and you’ll find all thefree selection of driving characteristics give five information you need here,passengers a journey as comfortable as one expects along with test reports andfrom a BMW 5 Series. The M TwinPower Turbo V8 financing and leasing offersengine and the high-performance chassis quickly for the current BMW 5 Seriesmake it clear that this sedan has motorsport in its and, of course, a BMWgenes. dealer for your test drive.
535 I 530 D 525 I520 D
POSITIONED IN THE d+ SEGMENT OF LUXURY CARS IN INDIA,5 SERIES WITH IT’S POWERFULL & SPORTY ENGINES SETS IT APART FROM ITS COMPETITORS. THE BMW 5 SERIES STRIKES JUST THE RIGHT BALANCE BETWEEN COMFORT,REFINEMENT & BALANCE BETWEEN COMFORT & DYNAMIC EXCELLENCE. SOME SPECIFICATIONS ARE- SPECIFICATIONS 8-SPEED AUTO TRANSMISSION WITH STEPTRONICTHE PRODUCT AUTO START STOP FUNCTION BRAKE ENERGY REGENERATION ON-BOARD MONITOR(10.2” display) SEAT ADJUST INCLUDING MEMORY FOR DRIVER’S SEAT SAFETY FEATURES DRIVER,HEAD,SIDE AIRBAGS ABS,DTC,DSCABOUT RUNFLAT INDICATOR UPHOLSTERY FLOOR MATS IN VELOUR DAKOTA LEATHER WRAPPED STEERING WHEEL
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PRICINGMODELS 520 D 520 I 525 d (RSE) 530 D 535 I (DIESEL) (PETROL ) NAVIGATION (PETROL)Ex- 4191994 4128956 4717306 5410719 6251219SHOWROOMPRICER&S 784559 773212 879115 1003929 1155219CHARGESINSURANCE 165596 163159 185900 212702 245189SECURE 38202 38202 38202 38202 38202ON-ROADPRICE 5180350 5103530 5820523 6665552 7689829“THE BMW GROUP HAS ACHIEVED AN ALL- TIME HIGH IN SALES LAST MONTH &BEST QUARTER IN IT‟S HISTORY.” -BBC NEWS
Largest BMW Showroom-Abu Dhabi GOA DUBLIN Abu Dhabi MUNICHSHOWROOMS MUNICH JAIPUR MUMBAI FINDHORN
The first & primary object of BMW ad is to create awareness of its brand. One of the goal of BMW advertisement is to make BMW look, not only ‘cool’, but likeable, which the brand needs.AIM OF PROMOTION
THE MARKETINGCOMMUNICATION MIX Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Sales promotion: Short-term incentives to encourage purchase or sale of a product or service Public relations: Building good relations and corporate image with the company‟s publics using publicity, and handling unfavorable eventsPersonal selling: Personal presentation by the firm‟s sales force for the purpose of making sales and building customer relationshipsDirect marketing: Direct communications with targeted individuals to obtain an immediate response and lasting customer relationships
AREAS OF PROMOTIONADS & HOARDINGS:GIFT ARTICLES
VIDEO GAMES NFS MOST WANTEDTOYSMOVIES
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IMPLEMENTATION OF STRATEGIES In all promotional activities, present BMW‟s „Story of Joy‟ Campaign.clear, consistent image of quality & Apps are already available on Apple‟sservice to target market. Target- high App Store & Google‟s Android Market.income, young male/female drivers. Add- Promotion through games, movies,medium high income families. event sponsoring. Ex- Audi. Expand the market beyond the current Continuation of Internet marketing.locations by inviting more dealerships. TV adverts on key news & businessPrioritize urban markets, followed by semi channels.urban. Frequent ads in newspapers & Training programs for sales magazines; hoardings at key areas.representatives designed to encourage Promotional activities at malls.loyaltyand enhance service image of BMW. Faster response to test-drive request &decrease in waiting period for deliver
WHY IS BMW A POPULAR BRAND? THE CARMUSCLED LUXURY CARATTRACTIVE DESIGNSPOWERFUL ENGINESAFETYDISTINCTIVE CARMULTI-PURPOSE AUTOMOBILEHI-MILEAGE GUARANTEEHI TECH CARS FINANCIAL COMFORTABILITIESFLEXIBLE PAYMENTSLOW RATE LOANSSEASONAL OFFERSLEASING FACILITIESPLENTY OF DEALERSHIPSSECOND HAND DISTRIBUTION NETWORKS
THE QUESTIONNAIRE1. which luxury do you own?1.BMW2.AUDI3.MERCEDES4.VOLKSWAGEN2. How long has it been you owning this car?a. 0-6 monthsb. 6 months- 1 yearc. 1 - 2 yeard. More than 2 years3. Would you like to buy/change the car? 1. Yes 2.No
4. What type of car do you like to buy?(PLEASE RANK THE BELOW BRAND AS PER YOUR CHOICE) __.BMW __.AUDI __.MERCEDES __.JAGUAR5. Which type of car would you like to buy?1.SEDAN2.SUV3.COUPE4.OTHER6.If BMW, then which series would you like to buy?a. 3-seriesb. 5-seriesc.7-seriesd.X-series
8. What d0 you look for in a luxury car?RATINGS 1 2 3 4 5FEATURESTECHNOLOGYEFFICIENCYCOMFORTSTYLEBRAND IMAGE9. Would you like to suggest any changes to bmw?
ARE YOU SATISFIED BY THE SERVICE PROVIDED BY „NAVNIT MOTORS‟?A.HIGHLY SATISFIEDB.SATISFIEDC.NEITHER SATISFIED NOR DISSATISFIEDD.STRONGLY DISSATISFIED11.DO YOU THINK THERE IS A NEED FOR ANOTHER SHOWROOM INMUMBAI? A.YES B.NO
percentage 3 series 5 series 7 seires x series
Look, I know cars. I have driven many many cars and trucks of all kinds. I have anSL500 in the garage which I thought was pretty much the perfect driving machine.Hah, !!! Short version is that if you want to arrive and be seen buy a Mercedes, if youactually care about the driving experience, and the trip is more important than thearrival, do yourself a favor and get the BMW!. I now understand why its the ultimatedriving machine, thats not an ad campaign, its the After thiswears out there is nowhere to go except into a newer BMW. If you have the means Ihighly recommend it….
INTERIOR’SThe 5s interior space has grown slightly, while the overall impression has grownalmost exponentially. Already a strong suit, BMW paid special attention toergonomics in the new 5 Series, with all displays, knobs and buttons located inthe central portion of the cabin. And the choice of interior materials reflects anew maturity on the part of BMW management; this, of course, is whereconsumers spend most of their time, and the new upgrades are fully appropriateto that. Wed take issue, however, with the standard-spec upholstery; black orbeige leatherette, on a car with a base price of over $45K, stretches – we think –credibility.DRIVING EXPERIENCE Driving ImpressionsRegardless of drivetrain, the 2012 BMW 5 Series family provides a balanced approach to over- the-road performance. And when equipped with all-wheel drive (AWD), BMWs midsize sedan is blessed with "all- road"...
YOU WILL…Youll Like This Car If...If you desire a balanced approach toperformance, comfort and practicality – and want all three in a reasonably sizedsedan – few cars can match the menu provided by BMWs 5 Series. Andif, perchance, youre one of the few capable of coordinating your left foot withyour right hand, BMW is one of the very few automakers providing the abovewith a manual transmission – in the 535i and 550i. YOU WILL NOT….(awww…!!)You May Not Like This Car If...With the advent of sporty crossovers, andthe growing popularity of sport coupes, the sport sedan is at aninteresting point in the automotive paradigm. The 5 Series remainspractical and sporting, but its practicality is limited by its architecture,and its "sportiness" is limited by its 3-box profile. Also, its sensiblestarting point – mid-$40Ks – can quickly become nonsensical with theaddition of but a few options.
RECCOMENDATIONS: To focus on long-term strategy objectives rather than push aparticular model or series: To avoid a future sales dip in a trend/fashion-driven sales cycle. This involves achieving aspirational mindshare among the elusive youngdriver segment, even if only in market short-term for a luxury car. To avoid alienating or offending older luxury customers while engaged inthis campaign to aggresively pursue the youth target market. To reinforce BMW’s prestige/performance brand cache in the context of aproduct line that is rapidly expanding. To expand & develop the marketing competencies necessary. to competeeffectively against players with bigger marketing budgets.