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It’s time we all
applaud this century
of excellence!
BMW
a name that defines
luxury since 1916
This LOGO is extremely deceptive
and only recently, the makers
revealed the true meaning of this
chequereddesign
itsymboli...
BMW’sluxurylifestylesinceits inception
DIXI – BMW’s first car, based on Austin 7
BMW owners around the world
I own THE best car
in the world, I can
die in peace now!
A level of
impeccable
satisfaction ;
...
Shahrukhkhanwithhisbrand new
bmwi8,whichhasalreadycreated
alotofbuzzonsocialmedia
Sachin Tendulkaris the brand
ambassador ...
BMW is also famous for its high-end motorbikes
which they began producing only after World War I
Recessionof2008-09
BMW’s sales revenues slipped by around 4.7% when
recession hit the global economy in 2008-09 ; Vehicle
revenues by 10.4% w...
What are the pros and cons to BMW’s
selective target marketing? What has the
firm done well over the years and where
could...
BMW’s biggest strength lies in their loyal
well-to-do customer base
BMW’s straightforward ignorance of the
masses pose a g...
BMW’s sales slipped during the worldwide
recession in 2008 and 2009. Is its segmentation
strategy too selective? Why or Wh...
Recession hit revenues of almost all brands and
BMW was no exception. BMW’s segmentation
strategy works perfectly in their...
TARGET MARKET
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
BEHAVIOURAL
SEGMENTATION
PSYCHOGRAPHIC
SEGMENT...
MAJORSPONSORSHIP
DEALS
ENVIRONMENTAL IMPACT
Environmental
impact
The logo’s
history
All about BMW:
founders to revenues
High profile owners
Marketing
strategies
Spons...
disclaimer
Prepared, Designed & Delivered by
Sounak Deb, Jadavpur University
during a marketing internship by
Prof. Sameer...
BMW - Case Study Analysis
BMW - Case Study Analysis
BMW - Case Study Analysis
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BMW - Case Study Analysis

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A complete analysis on BMW - its history, brand values, economic crisis and marketing campaigns to deal with this competitive world.

Published in: Marketing
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BMW - Case Study Analysis

  1. 1. It’s time we all applaud this century of excellence! BMW a name that defines luxury since 1916
  2. 2. This LOGO is extremely deceptive and only recently, the makers revealed the true meaning of this chequereddesign itsymbolisesthecolours offreestateof Bavaria – headquartersofBMW
  3. 3. BMW’sluxurylifestylesinceits inception
  4. 4. DIXI – BMW’s first car, based on Austin 7
  5. 5. BMW owners around the world I own THE best car in the world, I can die in peace now! A level of impeccable satisfaction ; A few real life examples to show why BMW is not only a car, but a testimony of one’s success
  6. 6. Shahrukhkhanwithhisbrand new bmwi8,whichhasalreadycreated alotofbuzzonsocialmedia Sachin Tendulkaris the brand ambassador ofbmw india andis an ardent loverofbmw’s products
  7. 7. BMW is also famous for its high-end motorbikes which they began producing only after World War I
  8. 8. Recessionof2008-09
  9. 9. BMW’s sales revenues slipped by around 4.7% when recession hit the global economy in 2008-09 ; Vehicle revenues by 10.4% while the automotive division was down by 10.3%, yet BMW remained the strongest contender of producing world’s most premium vehicles without lowering their price
  10. 10. What are the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
  11. 11. BMW’s biggest strength lies in their loyal well-to-do customer base BMW’s straightforward ignorance of the masses pose a great deal of threat to them in terms of revenues with strong competition from other automobile industries They have created a strong brand value for themselves which makes their customers believe that owning a BMW is a sign of their lavish lifestyle and professional success
  12. 12. BMW’s sales slipped during the worldwide recession in 2008 and 2009. Is its segmentation strategy too selective? Why or Why not?
  13. 13. Recession hit revenues of almost all brands and BMW was no exception. BMW’s segmentation strategy works perfectly in their favour because the loss in 2008-09 was due to a global economic crisis and not because of a loss in target market Under these circumstances, if BMW would have moved to production of automobiles for the masses, that might have backfired at them. BMW’s target market is the upper-class society of this world who would not hesitate buying a high-end car even in tough times. Hence, BMW staying put with their loyal customers was a wise decision.
  14. 14. TARGET MARKET SEGMENTATION DEMOGRAPHIC SEGMENTATION GEOGRAPHIC SEGMENTATION BEHAVIOURAL SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  15. 15. MAJORSPONSORSHIP DEALS
  16. 16. ENVIRONMENTAL IMPACT
  17. 17. Environmental impact The logo’s history All about BMW: founders to revenues High profile owners Marketing strategies Sponsorship deals Bmw motorrad Recession of 2008-09 Mini cases and their solutions
  18. 18. disclaimer Prepared, Designed & Delivered by Sounak Deb, Jadavpur University during a marketing internship by Prof. Sameer Mathur, IIM Lucknow `

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