This case frame introduces the participants/students to different Marketing Programs designed to build Brand Equity. Based on BMW India's advertisement1, this case frame elaborates on four key elements of Designing Effective Marketing Programs - New Perspectives on Marketing, Product Strategy, Pricing Strategy and Channel Strategy - to build Brand Equity. The advertisement would have passed off as a mere announcement but what does a clinical analysis of the chosen advertisement highlight about BMW India's marketing programs? While BMW had been operating in India since 2006, BMW started manufacturing in Chennai, India in June 2015. The case frame also focusses on how BMW, building on its illustrious legacy, had been building its brand equity in India with its marketing programs.

1. BMW INDIA – DESIGNING MARKETING
PROGRAMS TO BUILD BRAND EQUITY
This case frame introduces the participants/students to different Marketing Programs designed
to build Brand Equity. Based on BMW India’s advertisement1
, this case frame elaborates on
four key elements of Designing Effective Marketing Programs – New Perspectives on Marketing,
Product Strategy, Pricing Strategy and Channel Strategy – to build Brand Equity. The
advertisement would have passed off as a mere announcement but what does a clinical analysis
of the chosen advertisement highlight about BMW India’s marketing programs? While BMW
had been operating in India since 2006, BMW started manufacturing in Chennai, India in June
2015. The case frame also focusses on how BMW, building on its illustrious legacy, had been
building its brand equity in India with its marketing programs.
Pedagogical Objectives
• To understand the relevance and importance of designing effective marketing programs to
build brand equity
• To examine and elucidate how BMW India had been designing its marketing elements –
with its Integrated Marketing Programs, product strategy, pricing strategy and channel
strategy – to build brand equity in India
Case Positioning and Setting
This case frame can be used for either of the following:
• MBA Program: Brand Management Course – To understand how effective marketing
elements (Product Strategy, Pricing strategy and Channel Strategy) can be used to build a
brand’s equity
• MDPs/EPDs:To understand how BMW complements its brand with effective marketing
programs to build brand equity in India
ABSTRACT
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1
The Economic Times, Mumbai Edition, July 13th
2015, page 18 (accessed date: July 15th
2015)