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BMW Mini Creative Brief | Group Project
The document discusses a marketing workshop for developing a publicity campaign for the 2013 MINI Cooper Coupe. It outlines the brand brief, target demographics of young, educated professionals, and competitors. It also provides sales data on BMW subsidiaries including record MINI sales in 2011. The workshop aims to position MINI as customizable and environmentally friendly to address consumer trends and further momentum in 2012 with new models.
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BMW Mini Creative Brief | Group Project
- 1. Marketing Company &Creative From Brief to Publicity Campaign Angelica Anzhelika, MMFM Jasson Schrock, MBD Malikakhan Ablataeva, MBD Nada Abunema, MBD Piyada Viwattanapirug, MBD Rainhard Susanto, MBD Sandra Magana, MBD Seonah Jeon, MBD Workshop Leader: Annamaria Tartaglia, Marketing Director for Value Retail Two day Interdisciplinary Group Workshop Domus Academy, 2012
- 2. MINI Cooper Coupe BMW Automotive Group Brief
- 3. Built for theDriving Enthusiast
- 4. Product Features TheMINI has the longest history of any of it's competitors (nearly 50 years) The Driving dynamics A superior experience behind the wheel Premium Technology Exceptional Quality Economical (fuel efficiency) Sporty Highly Customizable Environmentally responsible Entry Level BMW AG luxury brand With every new customer, a lifelong relationship with the brand is established
- 5. Demographics & Characteristicsof the Market Consumer Sex & Age •From 25 to 35 •Mostly Male Marital status •Single Level of education •Highly educated professionals Social trends •Environmentalism •Aging population Psychological •Driving Enthusiast •Urban Attitude •Individualistic •Values quality •In the pursuit of style and brand image •Will pay a premium for the brand
- 6. Competitors in theCompact Market •Mercedes Smart •Audi •BMW •Honda Fit •Volkswagen Golf •Chevrolet •Ford Focus
- 7. BMW AG SubsidiariesUnit Sales Worldwide 2011 Highest Sales Ever in BMW Group History The MINI brand can also look back on its best year ever. The brand’s positive annual result was bolstered by the MINI Countryman, which totaled 89,036 deliveries in its first full year of sales. BMW Group, Investor Relations Data 1,668,982 +14.2% prev. yr. 1,380,384 3,538 285,060 +12.8% prev. yr. +30.5% prev. yr. +21.7%; prev. yr.
- 8. Launching the restyled2013 MINI Cooper Coupe On the market September 2012 Further momentum is expected in 2012 with the new additions to the MINI family Projected Sales Germany: 375,000,000 € 15,000 vehicles German Market Ad Campaign Budget 11,250,000 €
- 9. Turn Drivers ofaverage vehicles, into loyal Driving Enthusiasts 23,000 € 13,000 € 19,000 € 18,000 € We want consumers to upgrade from average, to MINI
- 10. Highly Customizable ProductLine my MINI Sample Customizable features in the MINI Family of cars Exterior Paint Audio Roof/Mirror Colors Chrome Details Wheels Interior Colours *Options Packages are Available
- 11. Address Consumer MegaTrends Customization Tailored Customer Experience Premium Services
- 12. MINI Cooper 2010Ad Campaign “It is enjoyable to see an advertisement creatively utilize its environment.”
- 13. SWOT Analysis STRENGTH Strong historical brand image Well Recognized Worldwide Stylish and trendy High technology and performance Car dealer maintenance WEAKNESS Luxury brand vs performance brand Perceived High Cost Critics feedback - interior materials Critics feedback - RPM OPPORTUNITIES Expand the range of models Lobbing Enhance the performance Strong promotion campaign CSR development THREATS Fuel price increase New strong competitors Tax increase Decline in car popularity (new types of transport)
- 14. MINI Cooper 2010Ad Campaign “It is enjoyable to see an advertisement creatively utilize its environment.”
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- 16. APPENDIX Sigma researchfound was the ‘I’ve made it’ attitude of the BMW driver, what they called the ‘social climbers’ was now changing to a more family friendly group. 4 segments going forward and BMW reacted to the new segments by introducing a car to match 3 of them: “Upper liberals,” includes socially conscious, open-minded professionals often with families who were successful in the 90s. They were predominantly Volvos, Saabs and SUVs drivers What did BMW do? For upper liberals, BMW added the X5. This is a SUV that the company prefers to call a “sports activity vehicle,” in a bid to appeal to this group’s active lifestyle. “Post-moderns” are high-earning innovators like architects, entrepreneurs and artists. They are highly individualistic and gravitate toward head-turners like convertibles and roadsters. “Upper conservative” are wealthy, traditional thinkers. They’ve never been that interested in driving sporty cars like BMWs, and consider luxury and comfort over driving performance. They would normally purchase the Mercedes S-class and Jaguars as they strive for elegance and sophistication. What did BMW do? BMW-developed the Rolls Royce, Phantom, which sells for about $325,000, and is intended for the very wealthiest upper conservatives. “Modern mainstream.” These are family-oriented and active and normally purchase the near-premium brands like Honda or Volkswagen: BMWs were considered too expensive for them. But increasing numbers of them are looking to move up above the middle class and are open to luxury-brand cars.
- 17. October 2011 MINIbrand: New sales record With a total of 234,175 vehicles sold (+8.1%; prev. yr. 216,538) Models MINI Countryman (14,337 units) MINI Hatch (+3.9% to 155,841) MINI Convertible (+15.5% to 32,680) Sales improved in virtually all markets. Larget markets (2010) U.S. 45,644 units U.K. 44,514 units) Germany 31,472 units New Models Mini Coupe Mini SAV