2. Bavarian Motor Works (BMW)
• Headquarters in Munich, Germany
• Performance and luxury- The Ultimate Driving
Machine
• Heritage as a producer of roadsters
• Goal is to the “best” not the “biggest”
3. Why the Z3
• Captured the essence of BMW brand
• First mover against competitors like Porsche ,
Mercedes
• Interest across segmets
- Image conscious GenX ers
- Men & Women in 40s going for first roadster
- Nostalgic baby boomers
4. Why US
• Falling market for motorcycles generated
opportunity for substitute products for same
psychographic segment
• Need to grow into a global brand
• Escape high cost environment of Germany
• Target sales 100,000 in US mkt
- Mark for major players in global mkt. place
- Franchise extension to youth
- Less corporate more fun
• Sales in US needed attention (as per ex. 1)
5. BMW Marketing strategy
• Psychographic segmentation=> Non Traditional
marketing
Demographic segmentation => Traditional marketing
• Non traditonal fits in
- To weave car into American Experience
- Comes up in casual conversation
- “leverage the buzz” to promote the brand
- Cost effective for psychographic segmentation
6. Why a movie
• Adds glamour to the product
• Reaches out to hard-to-reach audience
- Foreign viewers
-Young people
• Highly visible placement with celebrity
endorsements – “ impact placement” – at an
average of $40,000
