BMW has achieved great success with its X5 model. Some key factors that contributed to this success include:
- Strong branding of BMW as a luxury brand focused on driving experience and quality.
- Targeting of upper-income consumer segments through features, pricing, and marketing of the X5 as a luxury SUV.
- Effective use of the marketing mix, including competitive pricing, continual improvements to features, and large promotional campaigns.
BMW's analysis of consumer behavior and adaptation of its strategies helped the X5 become the best-selling vehicle in its class.
BMW is a German automaker known for luxury vehicles. It started in 1916 making aircraft engines and now owns brands like Mini and Rolls-Royce. BMW's mission is to be a leading provider of premium mobility products. It uses Ansoff's matrix to penetrate existing markets and develop new products. BMW faces competition globally but maintains a strong brand image through high quality vehicles.
BMW is introducing its new P-Series pickup trucks targeted at the international premium automobile market. The strategic marketing plan outlines 4 new pickup truck models ranging in price from $36,959 to $71,279. It is estimated that the P-Series could see a 253% growth over the next 5 years, with projected sales of over 11,000 units. The plan details BMW's marketing strategy, which will utilize digital advertising, social media, dealerships and online sales channels. It projects $943 million in global sales and 166 million in profits by 2019 as BMW leverages its brand reputation for quality and innovation to enter the pickup truck segment.
The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, the document outlines BMW's product portfolio and life cycles, pricing strategy, distribution network, and promotional campaigns/slogans. It emphasizes BMW's focus on the driving experience, quality, and premium brand image in its marketing strategies.
Market Segmentation and Targeting with BMWPankaj Chauhan
ย
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
This document provides a project report on brand management of BMW. It includes a brand inventory section which discusses BMW's history since 1913 and its expansion globally. It also outlines BMW's current brand portfolio including BMW, Mini, and Rolls-Royce brands. The next section analyzes BMW's brand equity through a customer-based brand equity pyramid and mental map. It identifies BMW's strong brand awareness and associations with luxury, performance, and German engineering. The report concludes with recommendations for BMW to address increasing competition through differentiated new technologies, addressing different consumer groups, and strengthening customer relationships.
The document analyzes the mid-level luxury performance sedan market. It describes the target consumers as younger adults interested in performance over practicality who want powerful engines and handling. Vehicle options in this market include the Acura TL and Cadillac CTS, which start around $33,000 and compete directly with BMW 3 Series. The Acura TL appeals more to older buyers while the redesigned Cadillac CTS targets younger consumers as Cadillac works to reposition its brand image in this segment.
BMW is a luxury German automaker known for high-quality vehicles. It sells over 1.95 million cars and 115,000 motorcycles annually. BMW focuses on engineering excellence and designs vehicles that appeal to status-seeking customers. It uses a lean distribution model with authorized dealerships in premium locations to maintain an exclusive brand image. BMW promotes through high-quality television ads focusing on technology, performance, and luxury to position the brand as aspirational. It prices vehicles at a premium to appeal to customers seeking status and craftsmanship over functionality alone.
BMW is a German automaker known for luxury vehicles. It started in 1916 making aircraft engines and now owns brands like Mini and Rolls-Royce. BMW's mission is to be a leading provider of premium mobility products. It uses Ansoff's matrix to penetrate existing markets and develop new products. BMW faces competition globally but maintains a strong brand image through high quality vehicles.
BMW is introducing its new P-Series pickup trucks targeted at the international premium automobile market. The strategic marketing plan outlines 4 new pickup truck models ranging in price from $36,959 to $71,279. It is estimated that the P-Series could see a 253% growth over the next 5 years, with projected sales of over 11,000 units. The plan details BMW's marketing strategy, which will utilize digital advertising, social media, dealerships and online sales channels. It projects $943 million in global sales and 166 million in profits by 2019 as BMW leverages its brand reputation for quality and innovation to enter the pickup truck segment.
The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, the document outlines BMW's product portfolio and life cycles, pricing strategy, distribution network, and promotional campaigns/slogans. It emphasizes BMW's focus on the driving experience, quality, and premium brand image in its marketing strategies.
Market Segmentation and Targeting with BMWPankaj Chauhan
ย
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
This document provides a project report on brand management of BMW. It includes a brand inventory section which discusses BMW's history since 1913 and its expansion globally. It also outlines BMW's current brand portfolio including BMW, Mini, and Rolls-Royce brands. The next section analyzes BMW's brand equity through a customer-based brand equity pyramid and mental map. It identifies BMW's strong brand awareness and associations with luxury, performance, and German engineering. The report concludes with recommendations for BMW to address increasing competition through differentiated new technologies, addressing different consumer groups, and strengthening customer relationships.
The document analyzes the mid-level luxury performance sedan market. It describes the target consumers as younger adults interested in performance over practicality who want powerful engines and handling. Vehicle options in this market include the Acura TL and Cadillac CTS, which start around $33,000 and compete directly with BMW 3 Series. The Acura TL appeals more to older buyers while the redesigned Cadillac CTS targets younger consumers as Cadillac works to reposition its brand image in this segment.
BMW is a luxury German automaker known for high-quality vehicles. It sells over 1.95 million cars and 115,000 motorcycles annually. BMW focuses on engineering excellence and designs vehicles that appeal to status-seeking customers. It uses a lean distribution model with authorized dealerships in premium locations to maintain an exclusive brand image. BMW promotes through high-quality television ads focusing on technology, performance, and luxury to position the brand as aspirational. It prices vehicles at a premium to appeal to customers seeking status and craftsmanship over functionality alone.
The marketing plan summarizes BMW's M3 sports car. It discusses the company background, product description, target market, pricing, placement, and promotional strategies. The M3 is a high-performance luxury sports car with over 400 horsepower. BMW targets wealthy individuals seeking a fun and prestigious vehicle. They employ an indirect distribution model and promote through advertising, websites, and sponsoring racing teams to build the brand.
This document discusses BMW, a German luxury automaker founded in 1916. It owns Mini and Rolls-Royce brands. BMW's mission is to be a leading provider of premium products and services. Its vision is to inspire mobility and shape future premium mobility. The company aims to profitably grow in premium auto segments globally. It selectively targets upper-income consumers to build a strong brand associated with success. While this limits revenue, it creates loyalty. The document examines pros, cons, and opportunities for BMW, concluding its segmentation was not too exclusive during an economic recession when loyal customers still purchased BMWs.
The document provides an overview of BMW including its products, financial information, brand value, and history. It discusses BMW's current product lines including the 3-Series, M-Performance, and BMW Project i electric vehicles. It also reviews BMW's financial performance in recent years and global market share. Additionally, it covers BMW's focus on innovation through networking and competition from Mercedes-Benz and Audi.
This document provides an overview and analysis of BMW's marketing strategies. It discusses [1] BMW's history beginning as an aircraft manufacturer and its evolution into an automaker known for luxury vehicles. [2] It examines BMW's segmentation, targeting, and positioning strategies, noting its focus on higher-income consumers in Europe and North America. [3] The document analyzes BMW's marketing mix, including its product lines, promotional campaigns, pricing strategies, and distribution channels.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW is a German luxury automaker founded in 1917. It moved some production to Spartanburg, South Carolina in the US in 1992. Key reasons for moving production outside Germany included access to cheaper labor, proximity to suppliers and customers for lower supply chain costs, and business-friendly policies in South Carolina. BMW evaluated over 10 locations based on these factors before choosing Spartanburg. The plant there employs 8,800 and was a $2.2 billion investment that strengthened BMW's global production network.
BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.
This document summarizes BMW's marketing mix. It discusses BMW's strong brand recognition and quality products across several series and models. BMW distributes through dealerships located across major cities in India. It offers flexible payment plans for its vehicles priced between 22 lakhs to 3 crores. BMW promotes through public relations efforts highlighting its brand image and advertisements in magazines and newspapers.
This document compares the brand architectures of Volvo and BMW. It analyzes their brand pyramids, including brand core, personality, emotional and product benefits, and attributes. Volvo's core is safety and freedom, with a brand personality of a family man doctor. BMW's core is performance, power and premium, with a businessman personality. It finds Volvo focuses on safety while BMW emphasizes performance. Interbrand and other rankings show BMW has a higher global brand value than Volvo.
Mercedes ahead of bmw and audi in social buzzSimplify360
ย
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
BMW is a German automobile company founded in 1916. It is known for luxury vehicles and sports cars. Some key points:
- BMW focuses on high quality and innovation in their vehicles. Their mission is to sell products with the highest quality and integrity.
- Their main competitors are Audi, Mercedes, Lexus, and Porsche. They have adopted strategies like differentiation to gain competitive advantages over rivals.
- A SWOT analysis found strengths in their brand reputation and technological advancements, but also weaknesses like recalls and threats from increasing competition.
- BMW uses strategies such as product development, market expansion, and moving into emerging markets for continued growth. They aim to treat customers like family and provide more
This document analyzes BMW's e-marketing strategies. BMW invests heavily in its website, applications, and social media presence to conduct integrated online and offline marketing campaigns. Key aspects of BMW's online marketing include search engine optimization, online advertisements, an online magazine, and social media like Facebook and YouTube. Case studies show campaigns in Brisbane and Latin America increased sales and engagement. Past campaigns like "Story of Joy" and "BMW Films" were highly successful at increasing brand awareness, sales, and collecting customer data through an integrated online and offline approach. Overall, BMW's strategic use of e-marketing has helped it identify, acquire, satisfy and retain customers globally.
- The Mercedes A-class was launched in 1997 as a compact car to expand Mercedes' product portfolio and attract younger customers. It targeted professionals and couples with a small family income.
- While it faced competition from BMW and Audi in the premium compact segment, its positioning under the Mercedes brand helped establish its luxury credentials. However, it was initially not marketed in the US and Asia due to cultural preferences.
- The A-class suffered a major setback when motoring journalists published that it failed a key safety test, but Mercedes redesigned the chassis to address the issues and regain customer trust in the brand.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
Mercedes Benz is a German luxury automaker that entered the Indian market in 1994. It was initially very successful as the top-selling premium brand. However, Audi and BMW entered India and Mercedes fell to third place in premium car sales. To regain market share, Mercedes introduced more affordable models starting at $25,000 and sportier versions of existing cars to appeal to younger buyers. It also focused on word-of-mouth advertising through billboards and magazines rather than television. These strategic changes helped Mercedes adapt to India's changing auto market and partially regain its former leading position.
The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, it outlines the company's product portfolio and life cycles, competitive pricing strategies, global dealer network, and advertising campaigns focusing on slogans like "The Ultimate Driving Machine". It analyzes BMW's segmentation, targeting, positioning, and brand recognition as key to its marketing success.
BMW is a German luxury automaker known for performance vehicles. It was founded in 1916 and produces sedans, SUVs, and roadsters. BMW targets baby boomers and professionals who want to showcase their success. The company emphasizes high quality, performance, and environmental friendliness. It invests heavily in green technology like electric vehicles. BMW's vision is to create customizable vehicles that can handle both driverless and driver-operated modes.
The marketing plan summarizes BMW's M3 sports car. It discusses the company background, product description, target market, pricing, placement, and promotional strategies. The M3 is a high-performance luxury sports car with over 400 horsepower. BMW targets wealthy individuals seeking a fun and prestigious vehicle. They employ an indirect distribution model and promote through advertising, websites, and sponsoring racing teams to build the brand.
This document discusses BMW, a German luxury automaker founded in 1916. It owns Mini and Rolls-Royce brands. BMW's mission is to be a leading provider of premium products and services. Its vision is to inspire mobility and shape future premium mobility. The company aims to profitably grow in premium auto segments globally. It selectively targets upper-income consumers to build a strong brand associated with success. While this limits revenue, it creates loyalty. The document examines pros, cons, and opportunities for BMW, concluding its segmentation was not too exclusive during an economic recession when loyal customers still purchased BMWs.
The document provides an overview of BMW including its products, financial information, brand value, and history. It discusses BMW's current product lines including the 3-Series, M-Performance, and BMW Project i electric vehicles. It also reviews BMW's financial performance in recent years and global market share. Additionally, it covers BMW's focus on innovation through networking and competition from Mercedes-Benz and Audi.
This document provides an overview and analysis of BMW's marketing strategies. It discusses [1] BMW's history beginning as an aircraft manufacturer and its evolution into an automaker known for luxury vehicles. [2] It examines BMW's segmentation, targeting, and positioning strategies, noting its focus on higher-income consumers in Europe and North America. [3] The document analyzes BMW's marketing mix, including its product lines, promotional campaigns, pricing strategies, and distribution channels.
BMW has achieved market leadership in the luxury car segment in India for the second consecutive year. It currently has a 43% market share and saw sales growth of 73% in 2010. To maintain this lead, BMW plans to increase its market share in the SUV segment to 10% by the end of 2011. It will promote its new X1 SUV through an extensive advertising campaign including TV, print, internet and mall promotions. The total estimated budget for the 2-month campaign is Rs. 22.68 crores.
BMW is a German luxury automaker founded in 1917. It moved some production to Spartanburg, South Carolina in the US in 1992. Key reasons for moving production outside Germany included access to cheaper labor, proximity to suppliers and customers for lower supply chain costs, and business-friendly policies in South Carolina. BMW evaluated over 10 locations based on these factors before choosing Spartanburg. The plant there employs 8,800 and was a $2.2 billion investment that strengthened BMW's global production network.
BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.
This document summarizes BMW's marketing mix. It discusses BMW's strong brand recognition and quality products across several series and models. BMW distributes through dealerships located across major cities in India. It offers flexible payment plans for its vehicles priced between 22 lakhs to 3 crores. BMW promotes through public relations efforts highlighting its brand image and advertisements in magazines and newspapers.
This document compares the brand architectures of Volvo and BMW. It analyzes their brand pyramids, including brand core, personality, emotional and product benefits, and attributes. Volvo's core is safety and freedom, with a brand personality of a family man doctor. BMW's core is performance, power and premium, with a businessman personality. It finds Volvo focuses on safety while BMW emphasizes performance. Interbrand and other rankings show BMW has a higher global brand value than Volvo.
Mercedes ahead of bmw and audi in social buzzSimplify360
ย
The document analyzes the social media presence and engagement of BMW, Audi, and Mercedes-Benz from March to July 2013. It finds that Mercedes-Benz and BMW dominated social media awareness over Audi, with most conversations coming from men aged 13-30 in the US, Russia, Indonesia, and UK. BMW had the strongest social media presence but lower engagement rates than its competitors, while Audi led in Twitter followers but Mercedes-Benz had the highest Facebook engagement. The report provides recommendations for BMW to improve its social media performance relative to Audi and Mercedes-Benz.
BMW is a German automobile company founded in 1916. It is known for luxury vehicles and sports cars. Some key points:
- BMW focuses on high quality and innovation in their vehicles. Their mission is to sell products with the highest quality and integrity.
- Their main competitors are Audi, Mercedes, Lexus, and Porsche. They have adopted strategies like differentiation to gain competitive advantages over rivals.
- A SWOT analysis found strengths in their brand reputation and technological advancements, but also weaknesses like recalls and threats from increasing competition.
- BMW uses strategies such as product development, market expansion, and moving into emerging markets for continued growth. They aim to treat customers like family and provide more
This document analyzes BMW's e-marketing strategies. BMW invests heavily in its website, applications, and social media presence to conduct integrated online and offline marketing campaigns. Key aspects of BMW's online marketing include search engine optimization, online advertisements, an online magazine, and social media like Facebook and YouTube. Case studies show campaigns in Brisbane and Latin America increased sales and engagement. Past campaigns like "Story of Joy" and "BMW Films" were highly successful at increasing brand awareness, sales, and collecting customer data through an integrated online and offline approach. Overall, BMW's strategic use of e-marketing has helped it identify, acquire, satisfy and retain customers globally.
- The Mercedes A-class was launched in 1997 as a compact car to expand Mercedes' product portfolio and attract younger customers. It targeted professionals and couples with a small family income.
- While it faced competition from BMW and Audi in the premium compact segment, its positioning under the Mercedes brand helped establish its luxury credentials. However, it was initially not marketed in the US and Asia due to cultural preferences.
- The A-class suffered a major setback when motoring journalists published that it failed a key safety test, but Mercedes redesigned the chassis to address the issues and regain customer trust in the brand.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
Mercedes Benz is a German luxury automaker that entered the Indian market in 1994. It was initially very successful as the top-selling premium brand. However, Audi and BMW entered India and Mercedes fell to third place in premium car sales. To regain market share, Mercedes introduced more affordable models starting at $25,000 and sportier versions of existing cars to appeal to younger buyers. It also focused on word-of-mouth advertising through billboards and magazines rather than television. These strategic changes helped Mercedes adapt to India's changing auto market and partially regain its former leading position.
The document discusses current and future marketing strategies for BMW. It provides details on BMW's business segments, brands, model series, sales figures, target markets, competitors, and marketing mix. Regarding BMW's marketing mix, it outlines the company's product portfolio and life cycles, competitive pricing strategies, global dealer network, and advertising campaigns focusing on slogans like "The Ultimate Driving Machine". It analyzes BMW's segmentation, targeting, positioning, and brand recognition as key to its marketing success.
BMW is a German luxury automaker known for performance vehicles. It was founded in 1916 and produces sedans, SUVs, and roadsters. BMW targets baby boomers and professionals who want to showcase their success. The company emphasizes high quality, performance, and environmental friendliness. It invests heavily in green technology like electric vehicles. BMW's vision is to create customizable vehicles that can handle both driverless and driver-operated modes.
This document provides an overview of BMW's global marketing strategies. It discusses BMW's history, pricing strategies that take purchasing power and status symbols into account across countries. It also analyzes BMW's distribution channels, promotion strategies including advertising and public relations, and how BMW addresses some legal and social issues in different parts of the world. BMW employs niche marketing and consistency in promoting their brand globally as the "ultimate driving machine".
BMW conducted a SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats in response to changes in the automobile industry. Some of BMW's key strengths included its reputation for luxury and quality, engineering history, and flexible facilities. Weaknesses included high manufacturing costs and overreliance on the 1 Series model. Opportunities existed in economies of scale from acquisitions and expanding into new market segments. Major threats included increased merger activity from larger competitors and more direct competition from brands like Volkswagen, Mercedes, and Toyota. BMW's acquisition of Rover aimed to capitalize on opportunities for increased scale and market coverage, but it ultimately failed and BMW had to reevaluate its strategy.
The document discusses the business strategy of BMW Group. It aims to analyze BMW's current and future strategies, including their marketing, pricing, segmentation, targeting, and positioning approaches. It will also examine how BMW addressed competition and the economic recession. The author chose this topic because of their interest in BMW's innovation and success in the automotive industry.
The BMW X3 is targeted towards consumers in the later stages of the family life cycle:
- Married with teenage children (Full Nest II): The X3 provides enough space and cargo capacity for an active family with older children, while still being a smaller SUV suitable for families with teenagers.
- Empty nest I (Older married couples, no children living with them, still working): As children move out, the X3 offers a versatile and luxurious vehicle that can be used for both family and personal needs.
- Empty nest II (Older married couples, no children living with them, retired): The X3 appeals to older consumers looking to downsize from a larger vehicle but still want the comfort, prestige and
This document summarizes and compares the marketing strategies of 4 luxury car companies: Mercedes Benz, Audi, Lexus, and BMW. It discusses their company profiles, segmentation, targeting, and positioning. It also reviews their use of marketing promotion in social media and their overall marketing mixes, including their products, pricing, placement, promotion, and people strategies. The document aims to evaluate and compare the marketing mixes among these top luxury car brands.
The BMW 5 Series is a mid-size luxury sedan that strives to balance performance, comfort, and practicality. It provides a well-rounded driving experience regardless of the powertrain selected. The interior space has grown slightly in recent models while improving ergonomics. However, some find the standard upholstery materials lacking given the starting price of over $45k. While providing practical transport, enthusiasts enjoy the 5 Series handling abilities, though practicality is limited by its basic sedan shape. It remains a good option for those seeking an even-handed approach to driving enjoyment and daily practicality.
The document provides information about BMW, including:
- BMW produces high-end sporty cars and motorcycles as well as aircraft engines under the Rolls Royce brand name.
- It has production facilities around the world and defines premium mobility for the present and future.
- The company has a long history dating back to 1917 and has expanded its product range and global operations over the decades.
Mercedes-Benz is launching an extensive communications campaign centered around the new brand claim "The best or nothing" to support its product offensive of 16 new models by 2011. The campaign will underscore Mercedes-Benz's ambition to lead in areas like research, production, sales and service through TV, print and online ads featuring employee brand ambassadors starting on June 11, 2010. The visual brand identity will bring the logo and name closer together augmented by the new brand claim.
An Assessment and Analysis of the Marketing Techniques and Strategies of BMW ...Siddharth Sinha
ย
This document provides an analysis of BMW's marketing techniques and strategies in the UK and India. It begins with an acknowledgment and includes the following sections: company profile, market segmentation, market targeting, marketing mix, SWOT analyses for each country, and conclusions and recommendations. The key points are:
- BMW segments the market in the UK by targeting successful business executives aged 25-45, while in India it focuses on individuals aged 30-40 with rising incomes.
- It uses the 4Ps of marketing - products tailored for each market, competitive pricing, wide placement/dealerships, and sales promotions.
- SWOT analyses find BMW's strengths are its luxury brand image while weaknesses include high prices;
BMW has long focused on innovation and premium vehicles to attract customers. Over the years, BMW expanded its model offerings, production capabilities, and global markets. It tailored its products and marketing to target high-income professional customers seeking status and luxury. While this selective strategy helped BMW succeed in growing its premium brand, it also made the company more vulnerable during economic downturns when fewer customers could afford its vehicles.
This document provides an overview of Mercedes-Benz, including its history as a German luxury automaker founded in 1926. It discusses Mercedes-Benz's global strength in manufacturing facilities across 6 continents, and its focus on emerging markets for growth. The document also performs a SWOT analysis, identifying strengths such as its broad product portfolio, but also weaknesses like high servicing costs. Opportunities include growing demand in developing nations, while threats include competition from automakers like Audi and BMW. It then analyzes Mercedes-Benz's marketing strategy using the 4 P's framework, covering its luxury products, pricing, promotion tactics, and global dealer network.
The chapter Lifelines of National Economy in Class 10 Geography focuses on the various modes of transportation and communication that play a vital role in the economic development of a country. These lifelines are crucial for the movement of goods, services, and people, thereby connecting different regions and promoting economic activities.
Level 3 NCEA - NZ: A Nation In the Making 1872 - 1900 SML.pptHenry Hollis
ย
The History of NZ 1870-1900.
Making of a Nation.
From the NZ Wars to Liberals,
Richard Seddon, George Grey,
Social Laboratory, New Zealand,
Confiscations, Kotahitanga, Kingitanga, Parliament, Suffrage, Repudiation, Economic Change, Agriculture, Gold Mining, Timber, Flax, Sheep, Dairying,
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
ย
(๐๐๐ ๐๐๐) (๐๐๐ฌ๐ฌ๐จ๐ง ๐)-๐๐ซ๐๐ฅ๐ข๐ฆ๐ฌ
๐๐ข๐ฌ๐๐ฎ๐ฌ๐ฌ ๐ญ๐ก๐ ๐๐๐ ๐๐ฎ๐ซ๐ซ๐ข๐๐ฎ๐ฅ๐ฎ๐ฆ ๐ข๐ง ๐ญ๐ก๐ ๐๐ก๐ข๐ฅ๐ข๐ฉ๐ฉ๐ข๐ง๐๐ฌ:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
๐๐ฑ๐ฉ๐ฅ๐๐ข๐ง ๐ญ๐ก๐ ๐๐๐ญ๐ฎ๐ซ๐ ๐๐ง๐ ๐๐๐จ๐ฉ๐ ๐จ๐ ๐๐ง ๐๐ง๐ญ๐ซ๐๐ฉ๐ซ๐๐ง๐๐ฎ๐ซ:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Beyond Degrees - Empowering the Workforce in the Context of Skills-First.pptxEduSkills OECD
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Ivรกn Bornacelly, Policy Analyst at the OECD Centre for Skills, OECD, presents at the webinar 'Tackling job market gaps with a skills-first approach' on 12 June 2024
Gender and Mental Health - Counselling and Family Therapy Applications and In...PsychoTech Services
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A proprietary approach developed by bringing together the best of learning theories from Psychology, design principles from the world of visualization, and pedagogical methods from over a decade of training experience, that enables you to: Learn better, faster!
This presentation was provided by Racquel Jemison, Ph.D., Christina MacLaughlin, Ph.D., and Paulomi Majumder. Ph.D., all of the American Chemical Society, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
This presentation was provided by Rebecca Benner, Ph.D., of the American Society of Anesthesiologists, for the second session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session Two: 'Expanding Pathways to Publishing Careers,' was held June 13, 2024.
How to Make a Field Mandatory in Odoo 17Celine George
ย
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
1. A Case Study of BMW-X5
Model
AN ANALYSIS OF MARKET APPROACHES OF BMW
BY:- SURAJ VERMA
(PGDM-I)
2. The slogan โFreude am Fahrenโ explains the business mission of the luxury
car manufacturer BMW, which when translated means a โhigh driving
experienceโ.
In addition, the history of BMW as a manufacturer of premium cars is
directly related to its features โ reliability, sportive and superior quality.
BMW is ranked as the 3rd leading automobile manufacturer in the US, and
is ranked at the 11th position for the most popular brand in the world
category by the Forbes magazine (Forbes, 2013).
Although, BMW launches many popular cars year after year, their X-series
is touted as one of the most recognized brands of the world. In 1999, BMW
launched its X- series with its X5 later setting a standard for the other
automakers in building crossover SUV. Within a short period of its launch,
X5โs two models sold like hot cakes worldwide, and this led to the
introduction of more X-series in the following years. However, the success
achieved by X5 was irrefutable as the later models were not as big of a hit.
Although, the X3 series introduced in 2011 had quite distinctive features,
which included custom-ordering, X5โs success remains unchallenged. In
the first half of 2013, the German carmaker BMW sold 954,521 vehicles
worldwide, which is a 6 percent increase from previous year, and it is
directly attributed to the increase in sales in China and US (Guardian,
2013). BMWโs X5 series was launched in the year 2006, and more than
500,000 X5s were sold globally within a span of 5 years, which makes the
X5 series, the market leader in the crossover SUV segment (BMW, 2011).
In 2013, BMW sold 52,651 X5s, which shows that this model commands its
market share even after 8 years of its launch (BMW,2013). BMWโs efforts
to improve the model with new features and exciting offers are stated to be
the reasons behind the success of this model. What led to the success of
the X5 model and how BMW has achieved this feat can only be answered
by analysing the marketing techniques of BMW, and also through a close
introspection of the unique features of the model using the marketing mix
strategy.
3. An analysis of the elements of the marketing mix strategy has always proved useful
when it comes to identifying the true drivers of a top marketing performance. Using the
marketing mix, recognizing the various drivers that affect the performance of a business
namely advertising, promotions and loyalty can be done easily. In addition, the overall
success of the marketing strategies can be identified by analysing the external
influences โ competition, global market performance, economic and demographic
trends. Besides, how much money the organization has spent on sales and marketing
activities, how the financial changes has affected the revenue and profit of the company
can be explained using the marketing mix strategy. Now, to analyse the success of
BMWโs X5 model, the researcher here intends to analyse thoroughly the 4Ps of
marketing namely Price, Product, Promotion and Place.
Price
Today, BMWโs X5 costs around $52,288 to $67,296, and it is ranked at 3rd position out
of 19 midsize luxury SUVโs currently available in USA. Although, the base price of the
vehicle globally is slightly higher than its rivals such as Acura MDX and Porsche
Cayenne, X5 still maintains its leadership position with its powerful engine, elegant
interior style and high-tech features. Several factors that affect the price of a product
include competition, demand for the product, manufacturing cost and regulations. While
analyzing the domestic as well as international pricing policy of BMW and its delivery
strategies, it became evident that the price of the product was fixed in such a way that it
is capable of attracting both the high as well the middle- income group. Further, the
elegant interiors and state-of-the-art technology are the features that attract the rich and
the reliability and on-road performance makes BMWโs X5 the ultimate choice for many
middle-income consumers.
Product
A product is defined by its quality, design, brand popularity, product line, and product
range and after-sales service. BMW has achieved an apt combination of all these
features for its X5 model by offering the right USP to its consumers, which in turn has
earned the company many loyal consumers. The top-quality material used in the
interiors, high-tech design, comfortable front and back seats has earned praise among
its consumers. The iDrive controller, moon-roof navigation option, power adjustable
front seats, leather upholstery with 360-degree view camera and the night vision system
are the features that has kept the popularity of the brand intact even after so many
years of its launch. Besides, the slight modifications made every year to the vehicle has
4. improved its high-tech devices greatly thus satisfying the need of young consumers.
Other unique features that distinguish the X5 product from its competitors are
listed:
Fuel consumption of X5*
Urban in l/100 km 11.3-11.2
Extra-urban in l/100 km 6.9
Combined in l/100 km 8.5
CO2 emissions in g/km 199-197
Tank capacity, approx. in l85
X5 Performance
Top speed in km/h 235
Acceleration 0โ100 km/h in s 6.5
Weight
Unladen weight EU in kg 2,105
Max. permissible weight in kg 2,740
Permitted load in kg 710
Permitted in kg
axle load front/rear
1,280/1,540
Engine
Cylinders/valves 6/4
Capacity in ccm 2,979
Stroke/bore in mm 89.6/84.0
Max. output in kW (hp) at 225 (306) / 5,800-1/min 6,000
Max. torque in Nm at 1/min 400 / 1,200โ5,000
5. Promotion
BMW has earned its reputation by offering reliable after-sales services along with
warranties. BMWโs X5 comes with a 4-year limited warranty, along with a 12-year
limited rust perforation warranty (BMWUSA, 2013). Other promotional programs like
BMW Assist, BMW Roadside Assistance and Real Time Traffic Information not only
offer its consumers timely help, but also helped the company to promote its products for
reliability and luxury. Further, BMW has always distinguished its products through
diverse advertisements, and for X5 the horse-trailer ads brought immense popularity.
Every year, BMW changes its marketing strategy of X5 by changing its promotional
tactics. Following the horse-trailer advertisement, BMW came up with please do not
repair, Eagle and Serengeti promotional campaigns. In 2012, the company came up
with the ultimate driving machine advertisement, which again made the brand a
sensation among young consumers (Nytimes, 2012). BMW has achieved wide web
presence using social media platforms such as Google+ and Facebook, and through
these portals the company constantly informs its global users about its new products,
services and the improvements it has made to its older versions. The colorful
photographs of its products along with the description of its various campaigns have so
far attracted thousands of visitors to its social pages.
Place
Based on a systematic analysis of the storage facility, transportation, warehousing,
inventory control and location of BMW, it can be said that the company gains an edge
over others with its global infrastructure and delivery services. The multiple channels of
delivery along with the presence of international dealers at almost every part of the
world has allowed the company to deliver its products to the consumers at the right
place and within the promised time. For example, BMW promises to deliver its X3 within
a period of 1 week, even when the consumer custom orders the vehicle. This clearly
shows the availability of international dealers and factories in all the corners of the
world, which also matches the tagline promoted by the company.
6. Analysis of the marketing approach of BMW
Based on the above findings, the researcher here intends to analyse the marketing
Approaches of BMW with respect to consumer behavior, branding and global
Marketing.
Consumer Behavior
BMW reaffirmed its position as the worldโs top premium car manufacturer in the year
2006, when it made record sales and its profits exceeded 4 billion euros. For many
BMW users, buying a BMW car means investing money on quality, engineering
expertise and efficiency. The age-old marketing tagline of BMW the ultimate driving
machine, which was coined some 33 years back and used till today reflects how
consumers behave when it came to purchasing a BMW vehicle (Trout,2005).According
to former Chief Executive of BMW Helmut Panke, the tastes of their customers are
undergoing a constant change, and they are slicing the marketplace into more focused
segments. The market is shifting continually, and satisfying the consumerโs demand
with new products or brands is a strategic risk, which anyone in the market has to take.
To remain successful, one has to fulfill the customerโs expectations fully. In 1990,
through research BMW found out that the values and attitudes of luxury car users were
undergoing change as they started paying more emphasis on leisure and family time.
The upscale consumers comprised of open-minded wealthy professionals, yuppies with
families and baby boomers. Research showed that they may want vehicles that are eye-
catching and also which suit their lifestyles. Thus, BMW decided to invest heavily on a
whole spectrum of luxury cars, and also acquired Rolls Royce. The company added X5
to its products to satisfy the requirements of the upper liberals. Earlier, these liberal-
minded people owned Volvos, Suvs and Saabs, and they simply started buying X5 for
the comfort it offered. Being a sports activity vehicle, X5 matched the active lifestyle of
this group, thus becoming the optimum choice of these open-minded professionals
(Pearson, 2006). According to Sigma, the company hired by BMW for research, they
divided the social climbersโ in the 1990s into four segments namely Upper liberals, Post-
moderns, Modern mainstream and Upper conservative (Pearson, 2006). While upper
liberals were active professionals who want to spend quality time with their families,
post-moderns were high-earning individuals like architects, artists and entrepreneurs.
The traditional and wealthy individuals came under the category upper conservative.
The upper conservative individuals usually bought luxury cars like Mercedes and
Jaguars, and they started switching to BMW for its comfort and driving performance.
The Rolls Royceโs Phantom is priced at $325,000, and is built for the very rich upper
conservatives. To satisfy the needs of the modern mainstream individuals who
purchase not-so-premium brands like Volkswagen and Honda, BMW introduced its Mini
cars, which are again priced expensive than any normal upper-class car available in the
7. market. All the above data clearly indicates that BMW understands the consumer
behaviour thoroughly, and only aims at achieving the attention of rich and upper-middle
class individuals. This can also be stated as the reason behind why BMW is rated as
one of the most profit-earning organizations for more than 3 decades.
Branding
Branding is defined as the marketing practice of building a symbol, name or design that
differentiates and identifies the product from a lot of other products (Entrepreneur,
2003). BMWโs branding policy is very clear about the customers that it targets. It does
not endeavour to compete in each segment of the automobile industry, and only targets
the premium segment. By avoiding the high-volume middle-priced road vehicles, BMW
has established a distinctive brand image for itself in the global market. Although, the
Mini, the small car aimed at upper-middle class individuals, it is priced more than its
competitor Honda Civic at $3200. According to a report released by BMW, the cars that
are developed by the company have the same target of return on investment (ROI),
irrespective of its size or price. Besides, the target ROI pushes the company to increase
efficiency in all their processes, thus improving the brand image of its products year
after year. However, for maintaining the brand image, the company is not making any
major changes to the basic build of its cars โ they are using the same 6-cylinder engine
for all their models like X5, 3, 5,7 and Z4 as engine development demands large
amounts of money, and hence they only invest in segments that makes sense (BMW,
2013). To keep its products in all stages, from the introductory level to growth stages,
BMW constantly experiments with new models, while trying to keep intact the freshness
of the series. For example, in its 3 series, it introduced the sedan model the first year,
then the coupe model in the next year, and then the station wagon, and then the
convertible and finally the sport hatchback (Stealing share, 2013). Within the 5-7 years
of the product life-cycle, BMW constantly tries to make cars different and new once in
every 3 years. This also includes adding distinctive features and other additional fittings.
Due to the constant brand image modification, BMW often witnesses increased sales in
the 6thor the 7th year after the introduction of the models. However, while branding its
products BMW has also found out that the life-cycle may be longer or shorter for some
of the products in the global market, and hence is adopting new strategies almost every
year to keep pace with the changing market scenario.
8. Global Marketing
BMWโs worldwide marketing activities are controlled by its head office located at
Munich. BMW has its operations in 150 countries, and it has 28 production facilities in
13 countries. The company focuses on political regulations and the domestic industrial
policies while formulating the marketing techniques for every country. BMWโs Strategy
Number ONE, the strategy that drives its global market share focuses on two important
aspects โ remaining profitable and enhancing long term value even during volatile
situations. BMWโs global marketing initiatives in line with its strategies are based on 4
pillars namely โ Shaping the Future, Profitability, Growth and Access to Customers and
Technologies. However, BMWโs marketing activities have been formulated in such a
way that it remain firmly focused on only the luxury car segments of the international
auto markets. The mission statement of BMW till the year 2020 clearly defines its global
marketing strategy - to remain the leading provider of premium services and premium
products for individual mobility. In addition, the experimental marketing and one-to-one
marketing techniques adopted by BMW showcases how the product can enrich the life
of the users rather than focusing on selling the product.
Luxury car manufacturers in US, Europe and Japan are the direct competitors of BMW.
The global marketing strategies of BMW undergoes constant change based on the
marketing strategies created by its US competitors like Cadillac, Ford, Chrysler,
Japanese manufacturers like Toyota, Honda and Lexus, European Union companies
such as Audi, Mercedes Benz and Jaguar. Besides, the brand elements of BMW such
as logo and name are easy to remember for the global automobile users, although only
very few can recollect the abbreviation of BMW, which stands for
BayerischeMotorenWerke AG. With its three brands BMW, Rolls Royce and MINI the
BMW Group rules the premium sector of the international market, and the promise of
quality and commitment can be stated as the factors behind the international success of
the brand.
10. Recommendations
An analysis of the marketing strategy of BMW in general, and with respect to its product
X5 has given the researcher, a deep insight into the different marketing approaches of
BMW in the global market. Besides, the evaluation of operational and strategic
orientation along with the strength and weakness of the product has allowed the
researcher to arrive at definite conclusions. Based on the analysis, recommendations
have been made here for future direction and implementation of the global marketing
mix techniques.
โข In the competitive global market with its increasingly demanding consumers, BMWโs
image as a premium sports car manufacturer can be improved using the following
strategies:
โขHighly priced products such as X5 in comparison with its rivals poses a threat to the
profitability of the organization. Moreover, the lower consumption of luxury cars and the
increase in the inflation rates will surely affect the profitability of the company in the
coming years. To ensure a sustainable top position, the company has to adjust its price
according to the demands of its customers.
โขDomestic political policies will have an influence on the automobile industry in the
near future. For example, the increase in VAT in Germany from 16 to 19 percent and
the increase in health service contributions will escalate the financial burden on the
consumers, which may affect the demand for automobiles. Therefore,strengthening the
dealer relationships, identifying new distribution channels and new promotional
measures on target groups only can retain as well as bring new customers to the
company.
โขAvailability of multiple BMW products under series of alphabets and numbers makes
it difficult for the consumer to remember a product with its brand name. Besides, the
constant changes in the advertising techniques of the products such as X5 creates
confusion in the minds of consumers as they are unable to relate the product with a
specific set of specifications or brand image. During the launch phase of X5, the model
was promoted using the horse-trailer ads that emphasized on its 6-cylinder engine
power. However, in recent times, the model was portrayed as a sporty machine capable
of running in sands and damaged roads. A mix of both the old and new strategies will
prove useful as the consumer can relate the model with its original as well as the
transformed brand image.