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Mini Case Study: BMW
About the
Company:
• Bayerische Motoren Werke
(BMW) is a German luxury
vehicles, motor cycle and
engine manufacturing
comp...
BMW’S Logo
• Originally thought to be
a tribute to the
company’s founding
days as an aircraft
manufacturer.
• Meant to sho...
BMW’s growth
exploded when it
successfully targeted
the specific market
segment.
So what is market
segmentation??
Market
segmentation
divides a market
into well-defined
How can a
market be
segmented??
Target
Marketing
Four Main Levels to Target Market
Mass marketing
Multiple segments
Single (niche) segment Individuals
What BMW
did??
BMW 3,5,7
Series
BMW X Series
Upper liberals
Questions raised
at the end of
mini case
How does BMW segment its consumers?
Why does this work for BMW?
The company
has used
demographic
and geographic
market
seg...
What does BMW do well to market to each
segment group? Where could it improve its
marketing strategy?
BMW marketed to
each...
Should BMW ever change its tagline, “The Ultimate
Driving Machine”? Why or why not?
I personally think that
BMW should not...
Summar
y BMW’s Logo
So what is
market
segmentation??
Target Marketing Questions
based on
Mini Case
About the
Company
Created by Shashank Srivastava, IET Lucknow, during
a marketing internship under the guidance of Prof.
Sameer Mathur, IIM ...
BMW Case Study
BMW Case Study
BMW Case Study
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BMW Case Study

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Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

Published in: Marketing
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BMW Case Study

  1. 1. Mini Case Study: BMW
  2. 2. About the Company: • Bayerische Motoren Werke (BMW) is a German luxury vehicles, motor cycle and engine manufacturing company. • Was founded in 1916 as an aircraft engine manufacturer. • Internationally respected company with $106 billion in sales.
  3. 3. BMW’S Logo • Originally thought to be a tribute to the company’s founding days as an aircraft manufacturer. • Meant to show the colors of the Free State of Bavaria.
  4. 4. BMW’s growth exploded when it successfully targeted the specific market segment.
  5. 5. So what is market segmentation??
  6. 6. Market segmentation divides a market into well-defined
  7. 7. How can a market be segmented??
  8. 8. Target Marketing
  9. 9. Four Main Levels to Target Market Mass marketing Multiple segments Single (niche) segment Individuals
  10. 10. What BMW did??
  11. 11. BMW 3,5,7 Series
  12. 12. BMW X Series Upper liberals
  13. 13. Questions raised at the end of mini case
  14. 14. How does BMW segment its consumers? Why does this work for BMW? The company has used demographic and geographic market segmentation. The demographic market segment is divided into income, age and gender. By segmenting the market into different segments, it successfully targeted the growing market.
  15. 15. What does BMW do well to market to each segment group? Where could it improve its marketing strategy? BMW marketed to each segment by giving them what they needed. Such as, BMW created a lower price SUV that was targeted to a group called “modern mainstream.” It could improve its marketing strategy by targeting females and middle class also.
  16. 16. Should BMW ever change its tagline, “The Ultimate Driving Machine”? Why or why not? I personally think that BMW should not change their tagline. Their tagline stays true to their company and BMW has backed up their claim with their cars that are thrilling to drive.
  17. 17. Summar y BMW’s Logo So what is market segmentation?? Target Marketing Questions based on Mini Case About the Company
  18. 18. Created by Shashank Srivastava, IET Lucknow, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

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