BMW has effectively targeted specific market segments such as professionals and baby boomers by offering a blend of luxury and performance in their vehicles. The brand has established itself as a symbol of prestige and achievement, successfully invading the US market and outpacing competitors like Jaguar and Mercedes. This strategy has been pivotal in driving BMW's growth and appeal among upper liberals and conservatives.

1. MARKET
DRIVER

3. A Macho Tagline

4. Only Performance
Only Luxury
Blended both Luxury & Performance
Hence able to take on US Market.

7. BMW’s growth
exploded when it
successfully
targeted specific
market segment.

8. MARKET
SEGMENTATIO
N :

13. How does BMW segment its
consumers?

14. Professionals and Baby
boomers

15. Upper
Liberals
BMW X Series

16. BMW Z Series for Post
Moderns
BMW 7 Series for Upper
Conservatives

17. A car that spoke of
their success.
A brand that
stood for
prestige &
achievement

18. Jaguar trolled
!
Mercedes Trolled
!

19. • BMW Group
• The Tagline
• Invading US Market
• Brand Ambassadors
• Market segmentation
• BMW target
consumers
• Taking on competitors

21. CREATED by Sumedh Choudhari, Nirma
University, Ahmedabad during marketing
internship under Prof. Sameer Mathur, IIM
Lucknow.