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Market Segmentation and Targeting with BMW

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BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them
Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug

Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You

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Market Segmentation and Targeting with BMW

  1. 1. BMW Targeting Segmented Market?
  2. 2. Bayerische Motoren Werke is a German luxury vehicles motorcycle, and engine manufacturing company founded in 1916 Luxury cars • 1990s – 10 series models • 2010s – 25 series models • 1974 - 15,000 units sold • 2009 – 2,50,000 units sold 2014 Revenue- €80.401 Billion Worldwide presence "Sheer Driving Pleasure"
  3. 3. Geographical Segment? Region, States, Nation, Cities, Neighborhood • USA, Europe, India, China • New York, Texas, Delhi, Munich • Europe and North America main market • 64% of total sales • Industrialized • Developed
  4. 4. Demographical Segments Age and Life Cycle • Age • 20-30 Years • 30-40 Years • 40-60 Years • 25-55 Years old • Life Stage • Marriage • Newly married • Family • Kids, Parents • Career Stage • Highly Successful • Occasion
  5. 5. Demographical Segments Income and Gender Income • High Earning • Income to afford BMW • Upper Middle Earning • Models designed to make it affordable • Middle and other Earning • Wants BMW but can not afford Gender Different attitude and behavior Exclusive and luxury cars – Both Sports cars- Man prefers
  6. 6. Demographical Segments Generation • Baby Boomers- Born 1946-1954 • Generation Jones- Born 1955-1965 • Generation X- Born 1966-1976 • Generation Y- Born 1977-1994 • Single Sedan to utility vehicles, convertibles, roadsters ,compact cars • Generation Z- Born 1995-2012 • Fast Stylish Automated Advance cars
  7. 7. Psychographic Segment Innovators and Achievers • Innovators • Successful, Sophisticated, active consumers • Prefer Niche-oriented Products and Services • Achievers • Successful, goal oriented consumers • Prefer Premium Products to demonstrate success 
  8. 8. Psychographic Segment Thinkers and Experiencers • Thinkers • Mature, satisfied and reflective consumers • Prefer value for product • Experiencers • Young Enthusiastic and impulsive consumers
  9. 9. Behavioral Segments Needs and Benefits • Needs • Safety • Convenient • Luxury • Reliability • Sense of Achievement • Benefits • Speed • Expression of High status • Fashionable • Full automatic
  10. 10. Behavioral Segments User and Usage • Occasions • New year, Chritmas, Diwali etc. • User Status • Non-Users • Ex-Users • Potential users • First time users • Regular users • User Rate • Pareto 80-20 Rule
  11. 11. Behavioral Segments Degree of Loyalty • Hard-core loyalty • Stick to same brand at every step • Split loyalty • Would chose among 2-3 Brands only • Shifting loyalty • Shifts between brands • Switchers loyalty • No loyalty with any Brand
  12. 12. Strengths of BMW • BMW and Segmenting goes hand in hand. • BMW has been mark of Performance, service and Exclusivity • BMW started off as symbol of success for Baby boomers • By 1990s changed products to suit every selected segment • BMW has been syncing up the needs of the Segment • It nurtures its loyal customers and continues to research, innovate and reach out to specific groups year after year
  13. 13. Why BMW in 21st Century • BMW Mini to convert ability of potential customers to buy • Expanded and Redesigned previous models • BMW I series to fulfil E-car segment • Advanced premium cars to set standard for elegance and sophistication with performance and luxury • Royle Royce models for very wealthiest upper conservative
  14. 14. BMW and Luxury car Market • BMW is in close fight with Mercedes for number position with 16.6% market share • Mercedes, BMW, Audi, Infinti,Porsche are major player with different selective segments • BMW was used to be King of Castles
  15. 15. Problems for BMW • Tough competition form Mercedes. Audi and other luxury cars • Higher price • High cost to ensure product diversification. • Nearly niche product line specifically for richer segment people. • Historical “yuppie-car image”
  16. 16. BMW and Social Media Visibility of BMW stands at 2nd place after Mercedes with around 2crore likes on Facebook Advertisement of BMW gives the Sheer feel in person It has moved to Sheer Driving Pleasure from the Ultimate Driving Machine
  17. 17. BMW and Advertisement BMW advertise its brand and product through effective videos and print media Here this video has about 15 million views on Youtube BMW not trying to be everybody's darling
  18. 18. • Does it Look like White blades of Propeller against blue sky • May be! But it meant to show the colors of the Free State of Bavaria • Quality Exclusivity performance and sheer driving pleasure • Most recognizable logos, right up there with the Coke bottle. BMW Logo
  19. 19. • Different Types of Market Segmentation • Selective targeting by BMW • BMW Strength and Weakness • Advertisement by BMW • BMW Logo Summary
  20. 20. Created by Pankaj Kumar, IIT Madras, during a marketing Internship under Professor Sameer Mathur, IIM Lucknow DISCLAIMER

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