BMW Marketing Analyses, positioning, segmentation, marketing share, competitive advantages, marketing mix,

1. Mesut Kolbasar
Akay Altınören
Refik Mehmet Ersoy
Necip Fazıl Keskinkılıç

2.  Founded in 1916 – Headquarters is in Munich, Germany
 BMW has positioned itself on the customers mind as superiority,
performance, technologically advanced, quality automobile producer
 The logo of BMW has been portrayed as the movement of an aircraft
propeller with the white blades cutting through a blue sky

3.  65% of sales are in Europe and North America
 Men and women aged 30-50 years old
 Upper level income group consumers

4.  Price range of BMW starts from
30.000€ to 300.000€ in Turkey  TV ads for branding campaigns and new car
launches, regional publications and
magazines, outdoor campaigns, sales
literature, brochures, online ads

5.  BMW is betting on a new, high-tech marketing system to build both sales
and owner loyalty rates
 BMW has been offering heavily subsidized loans
 Leasing provides a steady and predictable supply of used cars that feed
BMW’s popular certified pre-owned program

6. BMW’s advertisement channels are as follows:
 Television commercials
 Internet
 Outdoor ads

7.  Rational
 Emotional
 Sex
 Humor

8.  In soccer, BMW sponsors Bundesliga club Eintracht
Frankfurt
 BMW is an official sponsor of the London 2012 olympics
providing 4000 BMW’s and Mini’s
 BMW has sponsored various European golf events
 BMW has sponsored various sailing organizations

9.  Direct marketing is used by BMW for contacting
customers.(Briefs about new products,celebrations,etc.)
 Sending mails, e-mails to existing customers about this new
product will be beneficial

10.  Alternative approaches that BMW uses;
Buzz marketing (word of mouth)
 BMW has a great reputation and brand ambassadors,customers
helps to raise this perception
Guerilla marketing (creates excitement,wom)

11. Product placement, Branded entertainment
(movies,video games)
Lifestyle marketing (hobbies,entertainment)
Brand communities (fan communities,blogs,owner
clubs)

13. Car Industry is getting more
innovation based than
previous times so adaptation
is inevitable way of growing
and except human beings,
the cars and accessories
around people have to
adapt this life with all
configurations
BMW 3 Series,
M Series, M3,
M5, M6 and Z
series are the
main classes of
this product
This SW will
be produced
for the sport
segment

14. Product
Identification
Functions
Features
Target
Customers

15. providing them
with real-time
biometric data
has the capabilities
to connect a driver
to the car,
core body
temperatures and
hydration levels can
also be recorded
has the capability
of heating up the
car before starts to
drive
has the
capabilities to
connect a driver
to the car,
analyzing the
efficiency of the car’s
average speed and
fuel consumption
readings
IW also accesses
vehicle telematics
and performance
data while on track,
has the capability of
starting engine before
driver get into car

16. PR of new product will be made in following channels ;