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PERFORMANCE
AND
LUXURY
GREW FROM AIRCRAFT ENGINE
MANUFACTURERS
TO CAR MAKERS
Targeted baby boomers
and professional yuppies
Bimmer and Beemer were the
slang terms for sporty sedans
Restructuring based on customer
attitude with variety of designs,
price, size, style and color was
done.
1 series and X1 SUV were
for the family focused and
the low budget people.
7 Series for the Upper
Conservatives, i.e.
wealthy people, with
added comfort and
luxury
X Series for Upper
Liberals those who take up
extra curricular activities
hence a bigger car with
higher performance
Convertibles for the Post
Modern People
6 Series is a flashier version of
the 7 series again for the Post
Modern Group
Reasons for Success
Perfect Market Segmentation
Continuous Innovation and Updating
MARKETING STRATEGY
They emphasize Performance over Status
Brand Loyalty
Bimmerfest is an event
hosted by BMW to
celebrate their cars
BMW INITIAL GROWTH
RESTRUCTURING
BASED ON
CUSTOMER
NEEDS
DIFFERENT
SERIES AND
TARGET
AUDIENCE
THE ULTIMATE
DRIVING
MACHINE...
HENCE DRIVE A BMW
DISCLAIMER
Created by SHYAM SIDDHARTH of PSG TECH Coimbatore
for an Internship submitted to
Prof. Sameer Mathur IIM Luckno...
Mini case Presentation
Mini case Presentation
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Mini case Presentation

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This presentation was done as a part of the internship program of Prof.Sameer Mathur

Published in: Business
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Mini case Presentation

  1. 1. PERFORMANCE AND LUXURY
  2. 2. GREW FROM AIRCRAFT ENGINE MANUFACTURERS TO CAR MAKERS
  3. 3. Targeted baby boomers and professional yuppies
  4. 4. Bimmer and Beemer were the slang terms for sporty sedans
  5. 5. Restructuring based on customer attitude with variety of designs, price, size, style and color was done.
  6. 6. 1 series and X1 SUV were for the family focused and the low budget people.
  7. 7. 7 Series for the Upper Conservatives, i.e. wealthy people, with added comfort and luxury
  8. 8. X Series for Upper Liberals those who take up extra curricular activities hence a bigger car with higher performance
  9. 9. Convertibles for the Post Modern People
  10. 10. 6 Series is a flashier version of the 7 series again for the Post Modern Group
  11. 11. Reasons for Success
  12. 12. Perfect Market Segmentation
  13. 13. Continuous Innovation and Updating
  14. 14. MARKETING STRATEGY
  15. 15. They emphasize Performance over Status
  16. 16. Brand Loyalty Bimmerfest is an event hosted by BMW to celebrate their cars
  17. 17. BMW INITIAL GROWTH RESTRUCTURING BASED ON CUSTOMER NEEDS DIFFERENT SERIES AND TARGET AUDIENCE THE ULTIMATE DRIVING MACHINE REASONS FOR SUCCES • MARKET SEGMENTATION • INNOVATION MARKETING STRATEGY EMPHASIS OF PERFORMANCE OVER STATUS. BRAND LOYALTY
  18. 18. HENCE DRIVE A BMW
  19. 19. DISCLAIMER Created by SHYAM SIDDHARTH of PSG TECH Coimbatore for an Internship submitted to Prof. Sameer Mathur IIM Lucknow.

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