BMW Marketing Plan Presentation 2012. Branding and Marketing for BMW X1 in Indonesia. This slide became TOP 5 (Finalist) in Indonesia Marketing Plan Competitition 2012 in University of Indonesia. The theme is "Joy for the Young".

2. Current Market Position
• Jumlah penjualan BMW di Indonesia mencapai
pertumbuhan sebesar 40% di bulan Agustus 2012
• Penjualan BMW X1 meningkat sebesar 200% di bulan
Agustus 2012
• Menempati posisi kedua penjualan terbanyak kategori
Premium Car di Indonesia
• Mendapat penghargaan Autobild Indonesia Award Best
Compact Luxury SUV-BMW X1 2011
• Meraih penghargaan ”The World’s Most Sustainable
Car Maker”
• Saat ini BMW Indonesia memiliki 16 dealer dan 2 BMW
studio

3. Target Market Analysis

4. BMW X1
Category: Sport Activity Vehicle (SAV), Compact
Sport Utility Vehicle (SUV)
Series: sDrive18i Business(CKD),
sDrive18i(CKD) Executive and sDrive20(CBU)
Engine: 1.995cc, Petrol and
Diesel, 4-Cylinder, valvetronic
Positioning: Premium SAV/SUV
Brand Personality: Urban, symbol of status and
success, eco-friendly and efficient fuel
consumption
Branding Campaign: “Story of Joy”
Price: IDR 489 – 639 million
BMW X1 facelift in New York Auto Show 2012
BMW X1 Facelift 2013:
• New modern & bold lamp (LED & Xenon)
• New gril with chrome accent
• New redesigned awesome bumper

5. Competitor Analysis
Price
Q3
Hadir Tahun 2014
Informasi Rinci masih belum tersedia
GLA
X1
CX 5
Outlander
Joy Level

6. Competitor Analysis
Price
Q3
Efficient Dynamic four wheel
drive, x-drive
GLA
489 juta– 639 juta
X1
CX 5
Pemuda
Outlan
der
Joy Level

7. Competitor Analysis
Price
Q3
Quattro all wheel drive
GLA
525 juta
X1
CX 5
Pemuda
Outlan
der
Joy Level

8. Competitor Analysis
Price
Q3
Bi-xenon dan auto leveling
lamp
GLA
X1
Skyactive tech
CX 5
375 juta – 410 juta
Outlan
der
Joy Level

9. Competitor Analysis
Price
Super wide range HID heap
lamp
Q3
GLA
Female friendly
X1
CX 5
289 juta- 325 juta
Outlander
Joy Level

10. SWOT Analysis
Strong Brand in premium class
Excellent perceived quality dalam hal
engine
- Memerlukan tambahan pencitraan untuk
meningkatkan Brand Personality
Luxury affordable
Website lengkap, tetapi terlalu padat, banyak
detail kata dan teknis. Kurang konten interaktif
Segmen premium compact SUV/SAV
masih sepi pemain / kompetitor
Bisnis Indonesia, Jum’at 5 Oktober 2012
Trend positif dalam penjualan BMW, khususunya
seri X1 yang naik 200% (Agustus 2012)

11. OBJECTIVES
Our aim:
• Build High Brand Equity that
targeted young generation
• Encourage people to test drive
• Maximizing branding campaign
to generate more sales
• Having “true friends” customer
Flanking strategy for dominate market
share:
• Dominate in uncontested area
• Unexpected or surprising strategy
• Increase promotion, good positioning
and increase channel/distribution

12. BMW X1 Marketing Roadmap
December
Public
Relation
ATL
Online Media
Print and
Outdoor
ad
Hire
Brand
Ambassador
Youth Media
and Forum
Gathering for
Launching
BMW X1 facelift
January 2013
February
March
April
Dian Pelangi Fashion
Show & introduction
BMW X1 facelift
BMW “Joy Shooting
“ & test drive with
Iko Uwais
Improving and maximizing the use of online media
Advertise in Grand Indonesia
Shopping Town and Hotel Indonesia
Advertise in youth media, business and entrepreneurship
magazine
BTL
Photography competition
“Joy for the Young”
Community Gathering
Regular
Activities
May

13. Improving and maximizing the use of online media
Objective
- To promote and communicate Branding Campaign in online
media
Promotion Tools (example)
Concept
Items
•
Utilize social media
•
Establish microsite to promote
campaign of BMW X1
Advertising in high traffic online
media (based on alexa rank) such
as www.kompas.com
Advertorial thread in large and
high class forum/community such
as www.darahkubiru.com
Establish forum/community for
BMW X1 user with sophisticated
web design
•
•
•
Time Line
Estimated Budget :
IDR 100.000.000
December
January 2012
 Concept development
 Social media
improvement
 Ads online
February
March
 Microsite development
 Forum/community website
development
April
Community
gathering (Kopi
Darat)
May

14. Beriklan di Majalah
OBJEKTIF: Memahami lebih spesifik target
pembaca dan beriklan dimana pembaca/potential
customer yang utama berada
BENEFIT:
•
•
Tepat sasaran pada pembaca yang diinginkan
Grafik display yang bagus membuat
pembaca lebih tertarik dengan produk
BENTUK
ADVETORIAL
Mengedukasi
secara detil serta
keunggulan
produk,
memberikan
gambaran nyata
kepada pembaca

15. Objective
Items
- Melanjutkan hubungan kerjasama antara Pertamina dan BMW
- Memperluas dan memperkuat brand awareness
Banner
Concept
- Memasang banner di 15 SPBU
ternama di daerah Jakarta serta Kotakot besar lainnya, seperti Surabaya
dan Bali.
- Pertamia Dex sebagai official fuel
BMW X1 (diesel) yang mendukung
BMW EfficientDynamics
Time Line
Feb
Maret
Banner
April

16. Kongkow – Kongkow BMW X1 User di parking area Plaza Indonesia
Objective
Items
Public grab attention towards BMW user gathering
To create WOM effect
Tools
Concept
- BMW User communty kong
kow – kong kow bareng di
daerah Hotel Indonesia.
- Journaslist atau media diajak
Untuk meliput event ini
- Menunjukkan rasa
kekeluargaan sesama BMW user
Time Line
Dec
 Brief Agency
 Negotiation with media
Photographer and BMW X1
user
 Print Ads and social media
Jan
Feb
 Execution and planning the
next kong kow2 event
March
April
May

17. Dian Pelangi Fashion Show & Launching BMW X1 facelift
Objective
Items
Public grab attention towards fashion show
Strenghten the image of BMW X1 is masterpiece not only for man but also for women
Promotion tools
Concept
Method :
 Dian Pelangi Fashion Show while
Launching BMW X1 Facelit.
Place : @ Fx Sudirman and plaza
Indonesia.
Theme :
 “Joy’s towards stlye & fashion”
Show that BMW X1 Modish and
fashionable for “Youth “.
Time Line
Dec
 Dian Pelangi Contract
 Negotiation with mall ,(Fx
Sudirman) and Plaza
Indonesia
 Print Ads
Jan
Feb
 Execution days
March
April
May

18. Objective
- To create worth of mouth (WOM) effect
- To experience with BMW X1
- To create strong image that BMW is gentle.
Preview
Items
Concept
Perkenalan BMW X dengan kegiatan
menembak bareng Iko Uwais dan test
drive
Iko Uwais menemani
peserta menembak
sambil
merepresentasikan
BMW X1
Iko Uwais harus bisa
mendapatkan “customer insight”
Time Line
Budget : IDR 50 Juta
January
Februay
March
April
May
June

19. Photo Competition