Marketing Excellence

1. The Ultimate
*Marketing Machine

2. Bayerische Motoren
Werke
• Founded in 1916
• Originally aircraft engine
manufacturer
• Evolved as performance and
luxury automaker

3. What’s the secret?
BMW’s sales in 2016 were

4. Segmentation and
Targeted
Marketing
Luxury – High Premium Cars

5. Demographic
Segmentation

6. ➜ Baby boomers and professional yuppies
➜ Sporty sedans with exceptional performance
➜ Prestige and achievement
Initially…

7. ➜Care less about bragging rights
➜Variety of design, size, price and
style choices preferred
Times Changed!

8. How did the strategy change?
EXPANSION OF TARGETED
SEGMENTS

9. SERIES 1 and X1
“Modern Mainstream”
• Family focused
Value Proposition:
• Lower price point
• Sporty design
• Luxury brand value

10. 7 SERIES
“Upper Conservatives”
• Wealthy and traditional
• Don’t like sportier cars
Value Proposition :
• Comfort
• Luxury

11. CONVERTIBLES AND
ROADSTERS
“Post Moderns”
• High income
Value Proposition :
• Showy flamboyant cars

12. Geographic
Segmentation

13. Where does it sell?

14. Behavioral
and
Psychographic
Segmentation

15. Achievers
Who buys it?
Aspirers
Loyal
Image Seekers

16. Competition
Direct Indirect

17. Advertising
Strategies

18. TELEVISION
Print

19. OPPORTUNIESTHREATS
o Competition
o Price Conscious
Consumer
o Rising environmental
awareness
o Driver-less cars
o Changing lifestyle

20. Summary
Introduction Segmentation and Targeted Marketing
o Demographic Segmentation
o Geographic Segmentation
o Behavioral and Psychographic
Segmentation
Competition
o Direct
o Indirect
Advertising Strategies
o Print
o Television
Threats and
Opportunities

21. Created by Shashwat Dixit, Manipal Institute of Technology, Manipal,
during the marketing internship by Professor Sameer Mathur, IIM
Lucknow
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