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Bmw brand health check

brand analysis

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Bmw brand health check

  1. 1. BMW Brand Health Check Anand, Paulose, Deepak, Tom, Cyril
  2. 2. AGENDA  BMW a Glance  Campaigns  BrandValue  POP & POD  User Profile  Brand Personality  CBBE Matrix  Mental Map 12/2/2014SJCBA2
  3. 3. Quick Facts  BMW – Bavarian Motor Works  ESTD : 1916  German Carmaker  HQ – Munich, Bavaria  Brand Mantra –  ‘The ultimate driving machine ‘  UK, USA,Australia  ‘Sheer driving pleasure’  Rest of the world  Dixi – First Car (1928) ROLLS ROYCE BMW MOTORRA D MINI BRANDS OWNED BY BMW SJCBA3
  4. 4. 12/2/2014SJCBA4  Campaigns  Advertisements in different media  Television, Online ( social networks, youtube ), Hoardings  Ambassadors – Sports persons  Motorsports – Formula one engine supplier (19 titles)  Touring rally  BMW Motorsport is expanding its range of cars within the BMW SportsTrophy Customer Racing programme  KUMHO BMW Championship in UK exclusively for BMW owners  Automotive Sponsor of Sochi Olympics – 2014
  5. 5. Brand Value – Forbes Sl No Brand Name Value (Bn $) % Change Revenue 12/2/2014SJCBA5
  6. 6. POD POP Expensive Social Status Luxury Design & Style Performance Innovation 12/2/2014SJCBA6
  7. 7. User Profile 12/2/2014SJCBA7 • 30 - 50AGE • Any • Male – 80% +Gender • Sec - A • 125,000 + USD ( Single ) • 200,000 + USD ( Family ) Economic Status • Sporty • Sophisticated • Fashionable & Aggressive Perception
  8. 8. Brand Personality 12/2/2014SJCBA8 Young – 20 - 40Yrs Old Male 90 % Sachin Tendulkar - India Sophisticated Sporty Darren Sammy – West Indies Sec - A Fashionable Alessand ro Zandari BRAND AMBASSADORS
  9. 9. CBBE PYRAMID 12/2/2014SJCBA9  Salience – High awareness: German marvel, best in the class, excellent finish.  Brand Performance – Exceptional Customer service, good resale value, less maintenance, less polluting, superb on road performance.  Brand Imagery – Historical and classic image: since 1916, associated with racing events and Rallies.  Judgment – State of the art technology and quality: world class cars, innovation and design, clever design, simple to operate.  Feelings – Social approval and self respect, environment concern.  Resonance - Top notch quality and comfort: high loyalty, high repeat purchase
  10. 10. Mental Map 12/2/2014SJCBA10 BMW Performance Style & Design Status Reliability Quality Passion
  11. 11. 12/2/2014SJCBA11

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