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Media Strategy: BMW

Targeted Media Plan for The BMW Group

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Media Strategy: BMW

  1. 1. BMW MOTORS GROUP EXECUTIVE MEDIA PIAN MARQUIS BURCH
  2. 2. The BMW Group is the world's leading provider of premium products and premium services for individual mobility. Company Mission Statement “ BMW MOTORS
  3. 3. ‘About The Company Premium Luxury Performance Bayerische Motoren Werke AG, popularly known as BMW, is a global manufacturer and marketer of luxury automobiles and motorcycles. In addition to its BMW brand, the company owns Rover Cars’ Mini brand of cars, a vestige of its failed ownership of Rover Group Ltd. In an era of rapid consolidation within the global car industry, BMW is one of the few independent companies in operation. The Quandt family, the company's largest shareholder for more than 40 years, owns more than 45 percent of BMW. BMW first started in 1916 as BFW, Bayerische Flugzeugwerke AG, developing and producing aircraft engines for World War I. The company name was changed in 1917 to Bayerishe Motoren Werke GmbH, which translates to Bavarian Motors Works, or BMW. The five men who are credited with founding BMW are Franz Josef Popp, Karl Rapp, Gustav Otto, Max Friz or Camillo Castiglioni. The first sold in the U. S. in the 1960's was the BMW 2002. BMW North America was established in 1975. When the BMW Product Facility was opened in Greer, South Carolina in 1994, it was the first BMW manufacturing plant opened outside of Germany. | (: llll 1|‘ 2"“ BMW MOTORS
  4. 4. Revenue 8: Share Q As of February 2015, BMW controls the highest market share for luxury cars in America. The manufacturer holds 17.7% of total luxury car sales in America and 14.3% of all American car sales overall. O BMW annual revenue totaled approximately $104,779,000,000 lle[JD". €Cl vi 1013 ‘inarc al we-«rev. -.1: ‘Q BMW MOTORS
  5. 5. Competition Share of Market Among Competition Mercedes-Benz 16.6% Market Share Lexus Motors 16.1% Market Share Infiniti/ Cadillac 8.2% Market Share ‘As of February 2015 ‘F BMW Morons
  6. 6. S. W.O. T. ANALYSIS STRENGTHS Brand Reputation Quality Products Diverse Product Portfolio Effective Advertising Strong Market Presence OPPORTUNITIES Attract New Business 0 Expand Market Share 0 Increase Portfolio Offerings 0 Increase Number of Partnerships O Small Millennial Market Brand is Easily Damaged Perception of High Prices Few Partnerships WEAKNESSES ". ~" BMW MOTORS Fluctuation of Fuel Costs O Strong Market Competition O Vast Market Options O THREATS O O O O
  7. 7. Marketing Objectives Target Consumers aged Strengthen demand Establish brand loyalty 21-35 years o| d_ among consumers with among millennials. high buying power. Increase product sales Increase luxury auto Improve customer by 22 percent. market share by 6 percent. retention. '5" BMW Morons
  8. 8. . BMW 3 SERIES $32,950 Starting at 832,950 MSRP 36 mpg hwy* 180 horsepower $319/month . J. I -*N. _V/ .- , “ V/ ? R. ’’ Mercedes-Benz C-Class Lexus Motors IS $38,400 $36,550 BMW Morons
  9. 9. The Driving Audience MALIK DONALDSON, 28 Senior Financial Analyst, Dow Jones Queens, New York, NY (Astoria) $98, 762 Annually Recently promoted to position Master's in Business Administration/ Finance In search of vehicle to celebrate promotion Uses tablet device to consume most media Reads Newspaper & Magazines Hardly any Television PROFILE Malik Donaldson, 32, was recently promoted to Senior Financial Analyst at Dow Jones. This promotion will bring a significant increase to his annual salary. Malik wants to buy a car to celebrate and accentuate his new position ' ' ' and is looking for a car that is stylish and :2 powerful. Something like him. This is the first ‘ 0 0 0 major car purchase he has made and wants 1': to make a great choice that he can drive to ‘ the office in. 4"‘. ‘ BMW MOTORS
  10. 10. Media Objectives Increase product awareness among consumers 21-35 yrs. old Increase visibility in major U. S. areas of commerce. Change brand perception from "aspiration" to "achievement". Implement strategies to increase message reach. Run messages over 4-month peak sales period. Implement experiential campaign to drive brand interaction. '5" BMW Morons
  11. 11. Ge°9"3PI"'Y National Campaign Atlanta, GA O Chicago, IL O Houston, TX O Los Angeles, CA O Miami, FL O New York City, NY O Seattle, WA O Washington, D. C. O * These locations represent a high concentration of millenial professionals and high levels of buying dollars put into the automotive market. UN‘ BMW Morons
  12. 12. Seasonality The summer season is the most profitable season for the American auto industry. This campaign will focus heavily on engaging consumers with physical presentations and demonstrations during these months while traveling and weather conditions permit for heavy outdoor activity. march april may june july august 4."-t 1 BMW MOTORS
  13. 13. Media RatIOI1aIe PRINT DIGITAL - Target audience not heavy television consumers - Provides more information at lower cost - More targeted medium - Has a faster and more vast reach to audiences - Consumers respond better because they choose the - More targeted than offline mediums media vehicle. - Constant visibility (available 24/7) - Long—lasting visibilty - Greater ROI than other mediums. - High reach of message. EVENT DIRECT MAIL - Surefire Lead Generation - Highly Targeted Medium - Strong impressions on potential audience - Can be personalized per individual - Invitations make audience feel valued - Mail is tangible - Allows showcasing of success and demonstration - Supports other marketing efforts of expertise. - Has a proven track record - Provides face—to—face contact between brand and targeted audience. OUTDOOR - High visibility to target and non—target audience - Reinforces availability of the brand. - High selectability of placements - Maintains brand dominance - Reassures existing customers of purchase/ brand choice 2"“ BMW Morons
  14. 14. Media Budget Allocation With a budget of $10 million, the budget will be dispersed among 5 different mediums: print, event/ ambient marketing, outdoor, digital, and direct mail. 3‘ 'r. r‘ ~ : l. ri » "’~-'i'- ‘V r. r --‘A, " . :.:3: : .:t. :.. _. atic' : ’.c: l. .r' . :'r. .-"ii: -.~ ‘. :_. L‘ : i.: ‘ -‘rrl| ‘ lIIll "Xrlir. ~-r'll ll: : ~"‘; : : - "‘e'I“ : ‘I‘ " . "iili ? 'i. r'. .'. l . r_v. .". -tin : -‘ . t; .- "'. ;-r. r-3. '. l* '3': lI'Il. . . :.. ~_t : llr-- ii Illll "ll -Ii l I. rI~ i II II r. — re 2: I I t ‘rrgia — rh- I rrr. r III urrr " i II I — i2tj—i -11 — are : -x‘: l at‘: rn: -.V TIL . ,.. -K .2. 3‘ rlr. --r-2-‘ wirrm : r‘tr I. !'l'. ‘ll. I.'III‘, ' ’ '. . r: i-act rpaf : " n e. +r‘t: . : :': m:: : '. l*e . ‘I ‘rl . ‘ ’IIl ' ii’--r " ; _.. ' L‘ 'rr-T 'r~. PRINT EVENT OUTDOOR DIGITAL DIRECT 50% 25% 15% 8.5% 1.5% I r: ‘I’ r. rr. ' ‘ I'n: ‘ irr r» ‘IT’-I I . 'in. rrr r. r.-. . budget 5,000,000 2,500,000 1,500,000 850,000 150,000 ‘O’ BMW Morons
  15. 15. Magazine HOW THEY DID IT. AND HOW Y0lJ CAN. 100 l- ‘lIl. ‘I . | . ‘ Li’ I V‘ ‘I I. I. ’ ‘i GQ Entrepreneur Inc. Gentleman's Quarterly an international monthly Entrepreneur is a North American publication that Inc. Magazine is 3 monthly publlcallon focused on men's magazine based in New vork city, The carries news stories about entrepreneurialism, small growing companies. The magazine publishes an publication focuses on fashion, style, and culture business management, and business opportunities. annual list of the 500 fastest-growing private for men, through amcles on food, movies, fimess_ The magazine publishes 12 issues annually, companies in the U. S.. the ‘Inc. 500." sex, mum’ navel spans, technorogm and book; available through subscription and on newsstands, and includes sections such as Tech, Money, Sell. and Lead. ‘O’ BMW Morons
  16. 16. Magazine FACEEOOK TAI DODGE ' SILICOV VALLEY CINDERELLL - a I 1 . . Doootlssnin vii" » ‘vi . . rqlk Nu-‘ion QIDOILL E NEW M NEYBALL uunu IA) A(. otnui-1,! -uiuuroml noun! mm: noun" nu-(A-turn srouvuttmuoiuiratvs : .i-. u I-iiii i-.1»: |Il'il? Ai’ I'. lrlH‘» Forbes Foroes is an American business magazine owned by Forbes, Inc. Puolisned biweekly. it features original articles on finance, industry investing, and marketing topics Forbes also reports on related subjects such as technology, communications, science, and law 1:ii5T raMDM STIIIBLCG. CIIPEIII HIIIIJII IIIC NII flllll. CU? Mllllill Slllllf '0 Ti Bl. $IIlSSI5IllJII1I'IIlIII£l5T Fast Company Fast Company is a full color business niagazine that re eases 10 issues per year and focuses on technology, business. and cesign. NNVVESLAIS su Anuv .1 mi . nu mum uuuniei Fortune Fortune is an Arrerican business magazine published globally by Time Inc. and founded by Henry Luce in l929. It is published tri—t-ieekly. The magazine is best known for the Fortune 500, a ranking of companies by revenue tnat it has publishecl annually since 1955. ‘it BMW MOTORS
  17. 17. Magazine F r. '1(§ Y‘ . .lii. iii. . r 's'i'lll's'l e lllllEl"l Magazine circulation s Per Insertion ii of Placements Cost of Placements GQ 936,177 $185,541 6 $198.19 $1,113,246 Entrepreneur 666,987 $83,480 6 $125.16 $500,880 Inc. 800,714 $86,600 4 $108.15 $346,400 Forbes 932,065 $155,631 10 $166.97 $1,556,310 Fast Company 791,555 $103,300 4 $130.50 $413,200 Fortune 844,023 $160,600 6 $190.28 $963,600 Gross Impressions: Total # Placements: n Total Placements 5: $4,393,535 BMW Morons
  18. 18. Out-of-Home - Mixture of bulletin billboards, wallscapes, and transit takeover. - Bulletin boards will be displayed from May—July on high traffic roadways near locations of BMW—sponsored events. (6 per designated city) - Wallscapes in downtown areas (2 per designated city) - Transit takeovers in high—density commuter areas - Outdoor will increase brand visibilty & awareness to potential wider audience - Also has geographic flexibility and brings brand to front—of—mind - Transit Takeover: 2 Months (June-July) IMPRESSIONS #INSTALLAT| ONS Chicago $205,000 2 $410,000 New, Y°"‘ $205,000 2 $410,000 City 4 $820,000 *Chicago = Metra (Olgilvie Station) * New York City = Staten Island Railway Station ‘. "" BMW Morons
  19. 19. Out-of-Home - Billboard: 3 Months (May-July) clrv IMPRESSIONS 5 PER FACE FIBULLETINS DISPLAY TIME CPM TOTAL s +30% Atlanta 60,002,684 $2,945 6 3 $2.21 $53,010 568,913 Houston 58,763,119 $4,505 6 3 $2.38 $81,090 $105,417 Los Angeles 166,640,097 $6,072 6 3 $4.30 $109,296 $142,085 Miami 43,129,464 $6,400 6 3 $4.30 $115,200 $149,760 328,535,364 —-—- 24 —-—- - -- $358,596 $466,175 - Wallscapes: 3 Months (May-July) IMPRESSIONS $ PER FACE #WALLSCAPES DISPLAY TIME Atlanta "" $l2,500 2 3 $75,000 I House" I l $12,500 2 l 3 l $75000 I l LosAn9e| es l l $12,500 2 l 3 l $75,000 l Miami —-—- $12,500 2 3 $75,000 3 $300,000 * prices reflect 4-week period " Display time measured in months * Wallscape cost estimated by average national rate ‘. "" BMW Morons
  20. 20. Digital: Desktop - Monitored Online Forum - Event Information - Separate from BMW product website - BMW News & Events - Live streamed events TEAVUDAMOSAESTRENARUN BMW 1'l6d0UNBMW 1‘| Bd * Direct brand interaction * Connected to mobile olatfovm Desktop offering that contains similar features to the MOV3RS mobile application. BMWCON N ECT. COM '5" BMW MOTORS
  21. 21. D| G|TAL Features - Mobile application available of IOS and Android - Provides full BMW product information - Supported on mobile and tablet platforms - QR Code reader for special promotional needs - Can post 3rd-party to social media applications (Twitter, Facebook, Snapchat, lnstagram) - Digital Ticketing System for Sponsored Events - Supports live-streaming of events nlnluwwtl - uno-u aclurut , 5'5 {:3 0 Settings HOllIn€S 9"“ l a. ~.. ... ... .. WELCOME BACK! i *I: ' . ' 1 ~ I! ‘ * Requires account * Account connects to BMW products and has personal settings to tailor the application to the user's needs. Bc-on clvrwil | ‘». -ixi Cm Sr-ri: .-~ vr~. H‘. I.’. ’ l'r ‘- ~ 90 Days 1s'Xp”rii 2013 BMW MOV3RS APPLICATION An integrated digital apparatus to initiate ongoing interaction between the brand and its audience. i’ BMW MOTORS
  22. 22. Digital: E-Mail nem-1xscvniisnzauuinvnceiuadmo-. .do. ... asaaitsiiui-a-~-nt nttiramicwrt ntairitmint tuicm -'t-summers Acttssuuus '. iimn' — I *Email reaches a * . . lnformati n IS - 0 large audience and voluntarily given has a large ROI StOred_fOl_ for amount of communication information Usage‘ distributed . . _.5."°3T. . _l-! ”_‘”“. Y E—Mail allows for communication between brand and audience mainly through means of notification of new promotions and sale outlets as well as reminders for BMW Sponsored producys and communication channels. ‘N . " BMW MOTORS
  23. 23. -Websites SITE NAME IMPRESSIONS CPM COST PER MONTH # OF MONTHS TOTAL COST WEATH ER. COM 1,000,000 $10.00 $10,000 6 $60,000 PANDORA 1,ooo, ooo $10.00 $10,000 6 $60,000 FACEBOOK 1,000,000 $10.00 $10,000 6 $60,000 TWITTER 1,000,000 $10.00 $10,000 6 $60,000 INSTAGRAM 1,000,000 $10.00 $10,000 6 $60,000 SNAPCHAT 1,000,000 $10.00 $10,000 6 $60,000 MSN 1,000,000 $10.00 $10,000 6 $60,000 YAHOO 1,000,000 $10.00 $10,000 6 $60,000 YOUTUBE 1,000,000 $10.00 $10,000 6 560,000 10,000,000 5 $540,000 - Fixed Costs Website Development = $150,000 Application Development = $100,000 E-Mail Marketing = $6,000 1
  24. 24. Event: BMW Open Public Display Open to the public event that broadens the overall reach ofthe campaign. ‘.3’ BMW MOTORS
  25. 25. Event: MOV3RS - Seminar/ Symposium MOV3RS lnfluencer Night . MOV3RS is targeted at the most industrious cities that attract our target audience. These events are more business—oriented and elegant. Includes galas, product launches, etc. - Chicago, lL - New York City, NY - Seattle, WA - Washington, D. C. * After—work events targeted to the young professionals. * Offer networking opportunities * Panels featuring young, successful executives in tech, fashion, etc. * Every other week in June and July ". "‘ BMW MOTORS
  26. 26. v ‘ ; ’ egy E (X :1'—. ._ _ 3 _ l - : <.¢: ;.«I - - _ bl - - - T - — - ‘ - - w it - . _p~ sl ‘ _ l v . T '-3,4“- ‘(*1 . ‘ . , ~ I"-'5 ‘ .21.. 5 - — 7'-r- 5 ill IT ' — -= -‘<a‘~ - T , _ Ii__. ,.a, _ ‘ . —_ ‘- - ' *‘~‘t s. t , I E’ T '-~ '»~ ‘ I . - V . - ’ : : :2, . 0 J” BMW MOTORS
  27. 27. Event Budget # of Attendees 500 — 2,500 $ Per Event $250,000 (max) # of Events 4 % # of Attendees 8,000 — 12,000 $ Per Event $375,00 (max) I: # of Events 4 5' BMW MOTORS
  28. 28. Direct Mail - Brochures used to follow up on information m~. _e, an_-é_9«3Qy2"‘ s_ collected from events & “‘ application. - "Thank You" for attending - Goal 2 Recipients should receive boolet within 2 weeks of initial information offering. Medium Frequency Distribution $Per Piece Total 12 pages x High-Quality Paper x Printing X Mailing ". "‘ BMw MOTORS
  29. 29. :'ic_mi' AREA MARCH APRIL MAY JUNE JULY AUGUST I GQ . i I . i ‘i . Entrepreneur Irl‘ ‘[_ ‘[_ ‘[_ I Fast Company Fortune Billboards Wallscapes I I ‘I’ ‘I’ ; I i c. , ‘ ‘ ‘ _o "if" "if" "if" " ‘r’ . BMWConnect J I . ‘ MOV3RS App , 7 ' . I T . l . l . E-Mail Marketingl : I Other I ‘ MOV3RS Seminarfifjl _r __. - _. __. - I #DR| VEM3 I _. _, _~ _, I Direct Mail I it it 0 .5" BMw MOTORS
  30. 30. Budget Variance MEDIUM PROJECTED % EST. BUDGET ACT. EXPENSE VARIANCE PRINT 50% $5,000,000 $4,893,636 EVENT 25% $2,500,000 $2,500,000 0 OUTDOOR 15% $1,500,000 $1,586,175 -$86,175 DIGITAL 3.5% $850,000 $796,000 DIRECT 1.5% $150,000 $168,000 -$18,000 TOTAL ESTIMATED BUDGET TOTAL EXPENSES VARIANCE $10,000,000 $9,943,811 BMw MOTORS
  31. 31. BMW MOTORS GROUP EXECUTIVE MEDIA PIAN MARQUIS BURCH
  32. 32. SOURCES Research Information - BMW Official Website < httpj/ www. bmwg roup. com > - About. com: BMW Page < http/ /retailindustry. about. com/ od/ retailbestpracticesfig/ CompanyaMission‘ Statements/ BMW-Group—Mission-Statementhtm > - Reference For Business BMW <httpj/ www. referenceforbusiness. com/ history2/76/Bayerische—Motoren—Werke- AG. html> - Reference for Market Share <goodcarbadcar. net> - Gale Business Insights Essentials < http/ /bigalegIoup. com, emils. lil). colum. edu/ essentials/ company/283?u= uiuc_columbia > - Mercedes-Benz USA < mbusacom > - Lexus USA < http: //wwwlexuscom/ > - SRDS <next. srds. com> Images: - BMW Official Website < previously cited> - Free Digital Photos <www. freedigitalphotos. net> - BMW USA <www. bmwusa. com > - Mercedes-Benz USA < previously cited > - Lexus USA < previously cited > - Infiniti USA < - Other: Google Image Search <www. google. com/ images> 4”‘. ‘ BMW MOTORS
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Targeted Media Plan for The BMW Group

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