BMW aims to strengthen its position as the leading luxury automaker. It will run a marketing campaign targeting consumers aged 21-35 over a 4-month period during peak sales. The campaign budget will be allocated across print, outdoor, digital, events and direct mail. Print ads will run in magazines like GQ and Forbes. Outdoor placements include billboards and transit ads. Events will include open and business-oriented events to engage young professionals. The goal is to increase brand loyalty and market share among millennials.

1. BMW MOTORS
GROUP PR
CAMPAIGN

2. THE BMW GROUP IS THE WORLD'S
LEADING PROVIDER OF PREMIUM
PRODUCTS AND PREMIUM
SERVICES FOR INDIVIDUAL
MOBILITY.
Company Mission Statement

3. ABOUT THE COMPANY
▸ Bayerische Motoren Werke AG, popularly
known as BMW, is a global manufacturer
and marketer of luxury automobiles and
motorcycles. In addition to its BMW brand,
the company owns Rover Cars’ Mini brand
of cars, a vestige of its failed ownership of
Rover Group Ltd. In an era of rapid
consolidation within the global car
industry, BMW is one of the few
independent companies in operation. The
Quandt family, the company's largest
shareholder for more than 40 years, owns
more than 45 percent of BMW.

4. REVENUE AND SHARE
▸ As of February 2015, BMW controls
the highest market share for luxury
cars in America. The manufacturer
holds 17.7% of total luxury car sales
in America and 14.3% of all
American car sales overall.
▸ BMW annual revenue totaled
approximately $104,779,000,000

5. COMPETITION SHARE OF MARKET AMONG
COMPETITORS
▸Mercedes-Benz 16.6%
▸Lexus Motors 16.1%
▸Infiniti/ Cadillac 8.2%
▸BMW Motors 17.7%

6. SWOT ANALYSIS
STRENGTHS
Brand Reputation
Quality Products
Diverse Product Portfolio
Effective Advertising
Strong Market Presence
OPPORTUNITIES
Attract New Business
Expand Market Share
Increase Portfolio Offerings
Increase Number of Partnerships
WEAKNESSES
Small Millennial Market
Brand is Easily Damaged
Perception of High Prices
Few Partnerships
THREATS
Fluctuation of Fuel Costs
Strong Market Competition
Vast Market Options

7. MARKETING OBJECTIVES
▸ Target Consumers aged 21-35 years
old.
▸ Strengthen demand among consumers
with high buying power.
▸ Establish brand loyalty among
millennials.
▸ Increase product sales by 22%
▸ Increase luxury auto market share by 6
percent.
▸ Improve customer retention.

8. MEDIA OBJECTIVES
▸ Increase product awareness among
consumers 21-35 yrs. old
▸ Change brand perception from "aspiration" to
"achievement".
▸ Run messages over 4-month peak sales
period.
▸ Increase visibility in major Belarussian areas
of commerce.
▸ Implement strategies to increase message
reach.
▸ Implement experiential campaign to drive
brand interaction.

9. SEASONALITY
▸The summer season is the most profitable season for the Belarussian auto industry.
This campaign will focus heavily on engaging consumers with physical presentations
and demonstrations during these months while traveling and weather conditions
permit for heavy outdoor activity.
0
20
40
60
80
100
march april may june july august

10. MEDIA USED
PRINT
▸Target audience not heavy television consumers
▸More targeted medium
▸Consumers respond better because they choose the media vehicle.
▸Long—lasting visibilty
▸High reach of message.
EVENT
‣ Strong impressions on potential audience
‣ Invitations make audience feel valued
‣ Allows showcasing of success and demonstration of expertise
‣ Provides face—to—face contact between brand and targeted
audience
OUTDOOR
‣ High visibility to target and non—target audience
‣ Reinforces availability of the brand.
‣ High select-ability of placements
‣ Maintains brand dominance
‣ Reassures existing customers of purchase/ brand choice
DIGITAL
▸Provides more information at lower cost
▸Has a faster and more vast reach to audiences
▸ More targeted than offline mediums
▸Constant visibility (available 24/7)
▸ Greater ROI than other mediums.
DIRECT MAIL
‣ Highly Targeted Medium
‣ Can be personalized per individual
‣ Mail is tangible
‣ Supports other marketing efforts
‣ Has a proven track record

11. MEDIA ALLOCATION
▸The budget will be dispersed
among 5 different mediums:
print, event/ ambient
marketing, outdoor, digital,
and direct mail.
50
%
25
%
15
%
9%
2%

12. MAGAZINE PUBLICATIONS
▸GQ
▸Entrepreneur
▸Forbes
▸Esquire
▸Men’s Health

13. ТЕКСТ
OUT OF HOME
▸ Mixture of bulletin billboards, wallscapes, and
transit takeover.
▸ Bulletin boards will be displayed from May—July
on high traffic roadways near locations of BMW—
sponsored events. (6 per designated city)
▸ Wallscapes in downtown areas (2 per designated
city)
▸ Transit takeovers in high—density commuter areas
▸ Outdoor will increase brand visibilty & awareness
to potential wider audience
▸ Also has geographic flexibility and brings brand to
front—of—mind

14. DIGITAL
▸ New mobile and desktop website
with the forum and new materials
installed
▸ Mobile app with all news and
product information
▸ E-mail direct mailing

15. EVENTS
OPEN EVENT FOR
EVERYONE
▸ Open to the public event that
broadens the overall reach of the
campaign.

16. EVENTS
BUSINESS EVENTS
▸ Business events and seminars is targeted at the
most industrious cities that attract our target
audience.
▸ These events are more business—oriented and
elegant. Includes galas, product launches, etc.
▸ After—work events targeted to the young
professionals.
▸ Offer networking opportunities
▸ Panels featuring young, successful executives in
tech, fashion, etc.
▸ Every other week in June and July (because of
seasonality

17. THANKS
FOR YOUR
ATTENTIO
N