bmw z3 marketing case study

1. Case Study Launching the BMW Z3 Roadster

2. ◤ Here is BMW Z3 Roadster - External

3. ◤ Here is BMW Z3 Roadster - Internal

4. ◤ BMW Strategy & Background ◎BMW Strategy (In U.S Market) - BMW supply the most reliable and with a particular position, the best in each class, luxurious, high performance cars to the U.S Automotive market. - Not up to the highest . (Only think about No.1) - Keeping 100,000 annual salesin the U.S Market.

5. ◤ BMW Strategy & Background ◎Background (In U.S Market) - Competitor : LEXUS, ACURA, INFINITI (After 1980) - How BMW got a good position in U.S Market? 1) Brand Repositioning 2) Fixing price for New Market 3) Strengthen Dealer Network 4) Improvement of production line - Why BMW can not give up U.S Market?

6. ◤ Background of Launching Z3 Roadster 1)Leap of global brand - Z3 is produced from Spartanbrug in USA. - Made in Germany (X) -> Made in BMW (O) 2)Enhance the image of BMW - Positioning ->‘Driving excitement’ - Reproduce the traditional as a Roadster maker. 3)Opportunity for Niche Market - Luxury brand car company making Roadster. - Other company do not have Roadster (Like Z3) 4)Car dealers power up - Make a improvement of customer preference. 5)Find a customer NEEDS (Target Market) - The desire for a unique image for Gen-X. - Roadster ownership attachment for Gen-40. - Nostalgia for late baby boomers. Spartanburg

7. ◤ BMW Z3 Roadster Marketing Plan ◎ Purpose of Marketing Plan in USA Market - To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public. ◎ Timeline of Key events (Phase. I)

8. ◤ BMW Z3 Roadster Marketing Plan ◎ Evaluation for Z3 Roadster (S.W.O.T)

9. ◤ Z3 Roadster Introductory Marketing Plan ◎ Non-traditional Marketing Method - Buzz / Word Of Mouth, Non-traditional VS Traditional - Use the Customer Emotional Purchase 4 Step ◎ Fixing the First Marketing Element: The GoldenEye Product Placement - BMW-MGM “Co-Launch” - Almost 90sec ‘007 GOLDENEYE’ - Effect of Teaser Advertising Awareness Interest Desire Action

10. ◤ The Final Pre-Launch Marketing Plan 1)Neiman Marcus Christmas Catalog offer of a Special Bond Edition Roadster.

11. ◤ The Final Pre-Launch Marketing Plan 2) BMW Internet Site

12. ◤ The Final Pre-Launch Marketing Plan 3) Press Launch in Central Park

13. ◤ The Final Pre-Launch Marketing Plan 4) Jay Leno Tonight Show

14. ◤ The Final Pre-Launch Marketing Plan 5) Radio DJ Program 6)“Go: An American Road Story” Video

15. ◤ The Final Pre-Launch Marketing Plan 7) TV and Print Advertising

16. ◤ The Final Pre-Launch Marketing Plan 8) Dealer Advertising and Promotions

17. ◤ Success of the Phase.I Launch Plan ◎ What is the success from Phase.I ? - Big hit 007GOLDENEYE : Earned $26.2M (First week) - Car Dealer -> Improved efficiency - Cost cutting from Non-traditional - Create the Niche Market -> Made a Paradigm shift of BMW Promotion way

18. ◤Phase. II Launch Strategy ◎ From Excitement to Sale Point of “infatuation” Desired End-State: Purchase Possible End-State: Brand forgotten Time Phase I Phase II Excitement Generating excitement, buzz, visibility

19. ◤ What can we discuss from Z3 CASE ? Here is my question.. What BMW can make a new marketing strategies in World market? 2) How was the Marketing plan in Korea market? Do they have Some special Marketing plan in Korea market? 3) Do you know any success case of other company (Benz, VW, AUDI, NISSAN, TOYOTA, HONDA, GM, FORD, HYUNDAI, KIA)

20. Thank you for your listening