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BMW
Brand Health Check
Anand, Paulose, Deepak, Tom, Cyril
AGENDA
 BMW a Glance
 Campaigns
 BrandValue
 POP & POD
 User Profile
 Brand Personality
 CBBE Matrix
 Mental Map
12/2/2014SJCBA2
Quick Facts
 BMW – Bavarian Motor
Works
 ESTD : 1916
 German Carmaker
 HQ – Munich, Bavaria
 Brand Mantra –
 ‘The ultimate driving machine ‘
 UK, USA,Australia
 ‘Sheer driving pleasure’
 Rest of the world
 Dixi – First Car (1928)
ROLLS
ROYCE
BMW
MOTORRA
D
MINI
BRANDS OWNED BY BMW
SJCBA3
12/2/2014SJCBA4
 Campaigns
 Advertisements in different media
 Television, Online ( social networks, youtube ), Hoardings
 Ambassadors – Sports persons
 Motorsports – Formula one engine supplier (19 titles)
 Touring rally
 BMW Motorsport is expanding its range of cars within the BMW
SportsTrophy Customer Racing programme
 KUMHO BMW Championship in UK exclusively for BMW owners
 Automotive Sponsor of Sochi Olympics – 2014
Brand Value – Forbes
Sl No Brand Name Value (Bn $) % Change Revenue
12/2/2014SJCBA5
POD POP
Expensive
Social Status
Luxury
Design &
Style
Performance
Innovation
12/2/2014SJCBA6
User Profile
12/2/2014SJCBA7
• 30 - 50AGE
• Any
• Male – 80% +Gender
• Sec - A
• 125,000 + USD ( Single )
• 200,000 + USD ( Family )
Economic
Status
• Sporty
• Sophisticated
• Fashionable & Aggressive
Perception
Brand Personality
12/2/2014SJCBA8
Young – 20 - 40Yrs
Old
Male
90 %
Sachin
Tendulkar -
India
Sophisticated
Sporty
Darren
Sammy –
West Indies
Sec - A Fashionable
Alessand
ro
Zandari
BRAND AMBASSADORS
CBBE PYRAMID
12/2/2014SJCBA9
 Salience – High awareness: German marvel, best in the class,
excellent finish.
 Brand Performance – Exceptional Customer service, good
resale value, less maintenance, less polluting, superb on road
performance.
 Brand Imagery – Historical and classic image: since 1916,
associated with racing events and Rallies.
 Judgment – State of the art technology and quality: world class
cars, innovation and design, clever design, simple to operate.
 Feelings – Social approval and self respect, environment
concern.
 Resonance - Top notch quality and comfort: high loyalty, high
repeat purchase
Mental Map
12/2/2014SJCBA10
BMW
Performance
Style &
Design
Status
Reliability
Quality
Passion
12/2/2014SJCBA11

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Bmw brand health check

  • 1. BMW Brand Health Check Anand, Paulose, Deepak, Tom, Cyril
  • 2. AGENDA  BMW a Glance  Campaigns  BrandValue  POP & POD  User Profile  Brand Personality  CBBE Matrix  Mental Map 12/2/2014SJCBA2
  • 3. Quick Facts  BMW – Bavarian Motor Works  ESTD : 1916  German Carmaker  HQ – Munich, Bavaria  Brand Mantra –  ‘The ultimate driving machine ‘  UK, USA,Australia  ‘Sheer driving pleasure’  Rest of the world  Dixi – First Car (1928) ROLLS ROYCE BMW MOTORRA D MINI BRANDS OWNED BY BMW SJCBA3
  • 4. 12/2/2014SJCBA4  Campaigns  Advertisements in different media  Television, Online ( social networks, youtube ), Hoardings  Ambassadors – Sports persons  Motorsports – Formula one engine supplier (19 titles)  Touring rally  BMW Motorsport is expanding its range of cars within the BMW SportsTrophy Customer Racing programme  KUMHO BMW Championship in UK exclusively for BMW owners  Automotive Sponsor of Sochi Olympics – 2014
  • 5. Brand Value – Forbes Sl No Brand Name Value (Bn $) % Change Revenue 12/2/2014SJCBA5
  • 6. POD POP Expensive Social Status Luxury Design & Style Performance Innovation 12/2/2014SJCBA6
  • 7. User Profile 12/2/2014SJCBA7 • 30 - 50AGE • Any • Male – 80% +Gender • Sec - A • 125,000 + USD ( Single ) • 200,000 + USD ( Family ) Economic Status • Sporty • Sophisticated • Fashionable & Aggressive Perception
  • 8. Brand Personality 12/2/2014SJCBA8 Young – 20 - 40Yrs Old Male 90 % Sachin Tendulkar - India Sophisticated Sporty Darren Sammy – West Indies Sec - A Fashionable Alessand ro Zandari BRAND AMBASSADORS
  • 9. CBBE PYRAMID 12/2/2014SJCBA9  Salience – High awareness: German marvel, best in the class, excellent finish.  Brand Performance – Exceptional Customer service, good resale value, less maintenance, less polluting, superb on road performance.  Brand Imagery – Historical and classic image: since 1916, associated with racing events and Rallies.  Judgment – State of the art technology and quality: world class cars, innovation and design, clever design, simple to operate.  Feelings – Social approval and self respect, environment concern.  Resonance - Top notch quality and comfort: high loyalty, high repeat purchase