Case Study for Mini Cooper

1. Case Study #8 - MINI
CAP310 12/3
Lauren Flinsky, Rachel Rainville, Holly Holshouser, Michael Bernard
PROBLEM: ​Kerri Martin needs to decide if the current MINI branding is going to ensure long
term success or if it needs to be reworked.
CRITICAL FACTORS:
1. Brand Image/Perception-​ BMW needed to build an enduring brand that would be
successful for a long time. They needed to avoid the stigmatization of it being a chick car,
of a relaunch of the Mini, and they did not want it to be categorized as a mini BMW.
2. Mixed Branding-​ The brand is represented differently internationally. BMW bought
Rover and sold all other assets but the MINI. The car is loved by Great Britain so much
so that they were allowed to have a separate campaign, ‘It’s a MINI Adventure’. The
European branding campaign is TV and magazine print ads with the logo ‘MINI. Is it
Love’ and with MINI not existing in the U.S. a different campaign was used to launch it
there.
3. Target Audience-​ MINI appeals to urban upper-middle class consumers, centering on
ages 25-49, who shared what CP+B Ad Agency called the “Mini-Mindset”
4. Media Advertising/Marketing Strategy​ - Implemented strategies that could stay under
their advertising budget that was ⅓ the size of the competition. These strategies included
guerilla advertising, unorthodox print ads, and ad length films
5. Automobile Market-​ In the U.S. the popular cars consisted of the SUV and trucks, big
cars like the Expedition and Hummer were just being introduced. Other smaller ‘retro’
cars like the Volkswagen Beetle and Chrysler PT Cruiser. However, no other car was
comparable but would most likely compete with the fun, sporty, inexpensive performance
autos.
6. Design Features-​ Made to have a nostalgic design to be immediately recognizable and
unique but not retro. They can be customizable. The size of the MINI did not reflect well
on the perception of the safety of the car but it was actually four out of five stars in this
area. It also had optimized performance and was very fuel efficient.
7. Heritage-​ Big success in the European market created MINI enthusiasts. The MINI
became the car of the people and rejected class distinctions. Sales peaked in 1963 in
Great Britain and in the 1970 throughout the rest of Europe. However, sales quickly
faded in the late 1970s. In America, only 10,000 cars were sold in eight years and only
2% of the U.S. were aware of the auto.
ALTERNATIVES:
Remain the same, ‘Keep on Motoring’ :

2. Pros: Not including irrelevant information in the U.S. market to keep the idea new and fresh in
America(7). The brand image would be fresh (1). Creating a MINI mindset and promoting to
those consumers (3). The guerilla tactics were successful and unorthodox allowing the best use
of the budget (4). The MINI is being represented as a unique car for the individual (5,6).
Cons: The history of the MINI gets lost and is unknown (7). It is not being promoted the same
way as in Europe which causes a disconnect in the brand (1). There is no connect between the
classic MINI enthusiasts and this campaign (3). The trending cars in the American market is the
SUV and bigger cars where little cars are not as popular (5).
Introduce the MINI Heritage:
Pros: It brings up the history and success of the car as well as tying it into the European brand
image(2,7). It would be really focused on the MINI enthusiasts (3).
Cons: The original brand image would not register in the U.S. market because of the difference
of the markets as well it being newly introduced in the U.S.(1,2).​​ Super irrelevant in the U.S.
because it was never properly established (5,7). It would be hard reach a new target audience
and establish what the MINI Mindset is (3).
BMW Branding:
Pros: BMW has an existing brand that is reputable worldwide so it would carry a positive
perception (1). Would appeal to a wider range of consumers (3). The inner luxury would be
promoted as an important feature (6).
Cons: The brand image that the European market wants to be portrayed in America would get
lost by the image of BMW (2). Would become branded as a MINI BMW (1, 5). The history of
the MINI gets lost and is unknown (7).
RECOMMENDATION: Keep on Motoring
Also to produce more cars for the dealerships to insure the customers get the customized
vehicles they want and to keep the waiting list minimized.