The document celebrates BMW's century of luxury and excellence in the automotive industry since its inception in 1916, highlighting its brand significance among high-profile owners like Shahrukh Khan and Sachin Tendulkar. It discusses the impact of the 2008-09 recession on BMW's sales and concludes that the company's selective target marketing has helped maintain its strong brand value despite global economic challenges. The analysis suggests that BMW's focus on a wealthy clientele has been strategically beneficial, allowing them to avoid mass market production during economic downturns.

1. It’s time we all
applaud this century
of excellence!
BMW
a name that defines
luxury since 1916

2. This LOGO is extremely deceptive
and only recently, the makers
revealed the true meaning of this
chequereddesign
itsymbolisesthecolours offreestateof
Bavaria – headquartersofBMW

3. BMW’sluxurylifestylesinceits inception

4. DIXI – BMW’s first car, based on Austin 7

5. BMW owners around the world
I own THE best car
in the world, I can
die in peace now!
A level of
impeccable
satisfaction ;
A few real life
examples to show
why BMW is not
only a car, but a
testimony of one’s
success

6. Shahrukhkhanwithhisbrand new
bmwi8,whichhasalreadycreated
alotofbuzzonsocialmedia
Sachin Tendulkaris the brand
ambassador ofbmw india andis an
ardent loverofbmw’s products

7. BMW is also famous for its high-end motorbikes
which they began producing only after World War I

8. Recessionof2008-09

9. BMW’s sales revenues slipped by around 4.7% when
recession hit the global economy in 2008-09 ; Vehicle
revenues by 10.4% while the automotive division was down by
10.3%, yet BMW remained the strongest contender of
producing world’s most premium vehicles without lowering
their price

10. What are the pros and cons to BMW’s
selective target marketing? What has the
firm done well over the years and where
could it improve?

11. BMW’s biggest strength lies in their loyal
well-to-do customer base
BMW’s straightforward ignorance of the
masses pose a great deal of threat to them
in terms of revenues with strong
competition from other automobile
industries
They have created a strong brand value for
themselves which makes their customers
believe that owning a BMW is a sign of
their lavish lifestyle and professional
success

12. BMW’s sales slipped during the worldwide
recession in 2008 and 2009. Is its segmentation
strategy too selective? Why or Why not?

13. Recession hit revenues of almost all brands and
BMW was no exception. BMW’s segmentation
strategy works perfectly in their favour because
the loss in 2008-09 was due to a global economic
crisis and not because of a loss in target market
Under these circumstances, if BMW would have
moved to production of automobiles for the
masses, that might have backfired at them. BMW’s
target market is the upper-class society of this
world who would not hesitate buying a high-end
car even in tough times. Hence, BMW staying put
with their loyal customers was a wise decision.

15. TARGET MARKET
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
BEHAVIOURAL
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION

16. MAJORSPONSORSHIP
DEALS

17. ENVIRONMENTAL IMPACT

20. Environmental
impact
The logo’s
history
All about BMW:
founders to revenues
High profile owners
Marketing
strategies
Sponsorship deals
Bmw motorrad
Recession of
2008-09
Mini cases and
their solutions

21. disclaimer
Prepared, Designed & Delivered by
Sounak Deb, Jadavpur University
during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow
`