Bmw z3

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bmw z3 marketing case study

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Bmw z3

  1. 1. Case Study <br />Launching the BMW Z3 Roadster<br />
  2. 2. ◤ Here is BMW Z3 Roadster - External<br />
  3. 3. ◤ Here is BMW Z3 Roadster - Internal<br />
  4. 4. ◤ BMW Strategy & Background<br />◎BMW Strategy (In U.S Market)<br />- BMW supply the most reliable and with a particular<br /> position, the best in each class, luxurious, high<br /> performance cars to the U.S Automotive market.<br /> - Not up to the highest . (Only think about No.1)<br /> - Keeping 100,000 annual salesin the U.S Market.<br />
  5. 5. ◤ BMW Strategy & Background<br />◎Background (In U.S Market)<br />- Competitor : LEXUS, ACURA, INFINITI (After 1980)<br />- How BMW got a good position in U.S Market?<br /> 1) Brand Repositioning <br /> 2) Fixing price for New Market<br /> 3) Strengthen Dealer Network<br /> 4) Improvement of production line<br />- Why BMW can not give up U.S Market?<br />
  6. 6. ◤ Background of Launching Z3 Roadster <br />1)Leap of global brand<br />- Z3 is produced from Spartanbrug in USA.<br /> - Made in Germany (X) -> Made in BMW (O)<br />2)Enhance the image of BMW<br />- Positioning ->‘Driving excitement’<br />- Reproduce the traditional as a Roadster maker.<br />3)Opportunity for Niche Market <br /> - Luxury brand car company making Roadster. <br /> - Other company do not have Roadster (Like Z3)<br />4)Car dealers power up<br /> - Make a improvement of customer preference. <br />5)Find a customer NEEDS (Target Market)<br />- The desire for a unique image for Gen-X. <br /> - Roadster ownership attachment for Gen-40.<br /> - Nostalgia for late baby boomers.<br />Spartanburg<br />
  7. 7. ◤ BMW Z3 Roadster Marketing Plan<br />◎ Purpose of Marketing Plan in USA Market<br /> - To expand the BMW franchise and further rejuvenate<br /> the BMW brand by positioning the Z3 squarely in<br /> American culture and settling into the hearts and<br /> minds of the American public.<br />◎ Timeline of Key events (Phase. I) <br />
  8. 8. ◤ BMW Z3 Roadster Marketing Plan<br />◎ Evaluation for Z3 Roadster (S.W.O.T)<br />
  9. 9. ◤ Z3 Roadster Introductory Marketing Plan<br />◎ Non-traditional Marketing Method<br /> - Buzz / Word Of Mouth, Non-traditional VS Traditional<br /> - Use the Customer Emotional Purchase 4 Step<br />◎ Fixing the First Marketing Element: The GoldenEye<br /> Product Placement<br /> - BMW-MGM <br /> “Co-Launch”<br /> - Almost 90sec <br /> ‘007 GOLDENEYE’<br /> - Effect of Teaser <br /> Advertising<br />Awareness<br />Interest<br />Desire<br />Action<br />
  10. 10. ◤ The Final Pre-Launch Marketing Plan <br />1)Neiman Marcus Christmas Catalog offer of <br /> a Special Bond Edition Roadster.<br />
  11. 11. ◤ The Final Pre-Launch Marketing Plan <br />2) BMW Internet Site<br />
  12. 12. ◤ The Final Pre-Launch Marketing Plan <br />3) Press Launch in Central Park<br />
  13. 13. ◤ The Final Pre-Launch Marketing Plan <br />4) Jay Leno Tonight Show<br />
  14. 14. ◤ The Final Pre-Launch Marketing Plan <br />5) Radio DJ Program <br />6)“Go: An American Road Story” Video <br />
  15. 15. ◤ The Final Pre-Launch Marketing Plan <br />7) TV and Print Advertising <br />
  16. 16. ◤ The Final Pre-Launch Marketing Plan <br />8) Dealer Advertising and Promotions<br />
  17. 17. ◤ Success of the Phase.I Launch Plan<br />◎ What is the success from Phase.I ?<br />- Big hit 007GOLDENEYE : Earned $26.2M (First week)<br /> - Car Dealer -> Improved efficiency<br /> - Cost cutting from Non-traditional <br /> - Create the Niche Market<br /> -> Made a Paradigm shift of BMW Promotion way<br />
  18. 18. ◤Phase. II Launch Strategy<br />◎ From Excitement to Sale<br />Point of<br />“infatuation”<br /> Desired End-State:<br /> Purchase<br /> Possible End-State:<br /> Brand forgotten<br /> Time<br /> Phase I Phase II<br />Excitement<br />Generating excitement,<br />buzz, visibility<br />
  19. 19. ◤ What can we discuss from Z3 CASE ?<br />Here is my question..<br />What BMW can make a new marketing strategies<br /> in World market?<br />2) How was the Marketing plan in Korea market? <br /> Do they have Some special Marketing plan <br /> in Korea market?<br />3) Do you know any success case of other company<br /> (Benz, VW, AUDI, NISSAN, TOYOTA, HONDA, GM, <br /> FORD, HYUNDAI, KIA)<br />
  20. 20. Thank you for your listening<br />

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