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BMW was established in 1917 and owns Mini and Rolls-Royce brands. It offers luxury vehicles from the BMW 1 Series to 7 Series. BMW's brand image centers around being "the ultimate driving machine" and emphasizes luxury and sportiness. A SWOT analysis finds strengths in innovation and reputation, but weaknesses in recalls and younger consumers being less brand conscious. Opportunities include expanding products, alliances, and markets. Threats include competition, prices, and fuel costs. BMW had a 1.9% US market share in 2015. Future strategies suggested focus on sustainability and social responsibility.
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BMW was founded in 1916 as an aircraft engine manufacturer and produced its first automobile in 1929. It is known for its luxury and performance vehicles, including 3, 5, and 7 Series sedans priced from $25K to $70K. The average BMW customer is a 46-year-old, well-educated, married male with a $150K income who sees driving as a form of expression. In 2000, BMW launched a non-traditional online film marketing campaign that received over 9 million hits to strengthen its brand among younger consumers. To increase its US market share to 300,000 vehicles annually, BMW must focus on achieving aspirational brand perception among young drivers while retaining profitable older customers, and reinforce its
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BMW produced 5 short films called "The Hire" starring Clive Owen to promote its brand and vehicles. The films cost $15 million to produce and generated high viewership online. This document considers alternatives for BMW's next marketing initiatives, including producing more short films, making a feature-length film, or utilizing traditional marketing and developing computer games. It recommends the latter option to maximize the value of the existing films, engage younger audiences, and continue portraying BMW's technology-focused brand image in an innovative way.
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The document discusses BMW's product line and marketing strategies. It notes that BMW was originally an aircraft engine manufacturer and now focuses on luxury and performance vehicles. It describes BMW's typical customer as well-educated, high income individuals. BMW had success with viral marketing films in the early 2000s. The document recommends that BMW focus on long-term strategic objectives to attract younger customers and avoid alienating existing customers, while reinforcing its prestige brand image and competing against automakers with larger marketing budgets.
PRESENTATION ON BMW
BMW is a German automaker founded in 1917 that produces automobiles, motorcycles, and bicycles. Headquartered in Munich, BMW employs over 100,000 workers and is a publicly traded company. BMW is best known for its luxury automobiles, including sedan, coupe, convertible, and SUV models across various series like the 1, 3, 5, 6, 7, X, and Z. In 2010, BMW generated over €60 billion in revenue and produced over 1 million automobiles and 112,000 motorcycles.
BMW case study
BMW is a German luxury automaker known for performance vehicles. It was founded in 1916 and produces sedans, SUVs, and roadsters. BMW targets baby boomers and professionals who want to showcase their success. The company emphasizes high quality, performance, and environmental friendliness. It invests heavily in green technology like electric vehicles. BMW's vision is to create customizable vehicles that can handle both driverless and driver-operated modes.
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BMW was founded in 1916 as an aircraft engine manufacturer and produced its first automobile in 1929. It is known for its luxury and performance vehicles, including 3, 5, and 7 Series sedans priced from $25K to $70K. The average BMW customer is a 46-year-old, well-educated, married male with a $150K income who sees driving as a form of expression. In 2000, BMW launched a non-traditional online film marketing campaign that received over 9 million hits to strengthen its brand among younger consumers. To increase its US market share to 300,000 vehicles annually, BMW must focus on achieving aspirational brand perception among young drivers while retaining profitable older customers, and reinforce its
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PRESENTATION ON BMW
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BMW
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- The BMW 7 Series ranges from Rs. 82,50,000
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BMW conducted consumer research in the late 1990s that identified four segments of luxury car buyers with different mindsets and values. SIGMA research further predicted significant expansion in the luxury car market beyond traditional demographics. In response, BMW developed new models like the X5, Mini Cooper, and Rolls-Royce Phantom targeted at the upper liberals, modern mainstream, and post-moderns segments respectively. BMW faces opportunities in expanding markets but also threats from rising costs, the economic crisis, and increased competition.
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BMW has long focused on innovation and premium vehicles to attract customers. Over the years, BMW expanded its model offerings, production capabilities, and global markets. It tailored its products and marketing to target high-income professional customers seeking status and luxury. While this selective strategy helped BMW succeed in growing its premium brand, it also made the company more vulnerable during economic downturns when fewer customers could afford its vehicles.
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The document provides information about BMW, including:
- BMW produces high-end sporty cars and motorcycles as well as aircraft engines under the Rolls Royce brand name.
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BMW vigorously protects its intellectual property through trademarks, patents, design rights, and trade secrets. This includes trademarks for its circular logo and model names, patents for new technologies, registered designs for vehicle body parts and components, and trade secrets for processes like converting methane to hydrogen. When others infringe these IP rights through counterfeit goods or copying vehicle designs, BMW takes legal action. Courts have recognized BMW's logos and trademarks as being well-known and thus entitled to broad protection against confusingly similar uses.
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Here are the key details about BMW's prices in India:
- The BMW 3 Series starts at Rs. 23,95,000
- The BMW X1 starts at Rs. 22,00,000
- The BMW 5 Series is priced at Rs. 37,00,000
- Luxury models like the BMW M6 Coupe and Convertible are priced over Rs. 1 crore
- The BMW 7 Series ranges from Rs. 82,50,000
- SUVs like the BMW X3 and X5 are priced between Rs. 41-53 lakhs
So in summary, BMW prices in India range from Rs. 23,95,000 for the 3 Series sedan to over
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Analysis of BMW mini case from Kotler's Marketing Management textbook.
This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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1) The document discusses marketing alternatives for BMW regarding their successful "BMW Films" campaign, which included short films.
2) The options considered are continuing to promote the existing films, making more films featuring the same actor, developing a feature-length movie for theaters, or starting a new campaign.
3) Developing a feature-length movie that could showcase BMW's various car models is recommended, though it would be costly, as it could attract new customers and differentiate BMW from competitors copying the short film idea.
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In this report we've looked at the social media performance of Middle Eastern car brands like Toyota, Nissan, Volkswagen and others. We used metrics like engagement, share of voice and others to dissect in detail how the brands stacked up in the automotive industry.
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This document summarizes BMW's marketing mix. It discusses BMW's strong brand recognition and quality products across several series and models. BMW distributes through dealerships located across major cities in India. It offers flexible payment plans for its vehicles priced between 22 lakhs to 3 crores. BMW promotes through public relations efforts highlighting its brand image and advertisements in magazines and newspapers.
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This document summarizes a marketing case study presentation by Group 3 on BMW's "Company of Ideas" campaign that targeted the "creative class". The campaign aimed to expand beyond BMW's traditional "yuppie" customer segment by targeting young urban professionals working in creative fields. The presentation analyzes whether the campaign was necessary given BMW's performance in 2005 and discusses criticism that BMW lost its soul by shifting its target market. It also provides a SWOT analysis of the campaign and lessons learned around segmentation and targeting.
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BMW of North America: Dream It. Build It. Drive It.
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Presentation on BMW innovation and enterprneuership
Presentation on BMW innovation and enterprneuership
An Assessment and Analysis of the Marketing Techniques and Strategies of BMW ...
An Assessment and Analysis of the Marketing Techniques and Strategies of BMW ...
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Bmw presentation
- 1. By Nick & Takuma 25th Aug 2015
- 2. Contents • Profile • Product and Service • Competitors • Brand Image • SWOT Analysis • Market Share • Advertising Campaigns • Brand Website and Internet Marketing • Suggestions for Future Strategies
- 3. Profile 1. Bayerische Motoren Werke AG 2. Established by Franz Josef Popp in 1917 3. Mini and Rolls-Royce are owned by the company
- 4. Product and Service BMW offers dynamic & active vehicles, from the stylish BMW 1 Series to the representative BMW 7 Series, to match all your individual business needs.
- 5. Competitors
- 6. Brand Image 1. “The ultimate driving Machine” 2. Luxury model and Sporty 3. It was created from the national colors of Bavaria
- 8. SWOT Analysis 1. Cars recalled 2. Strategic alliances 3. Younger generation less brand conscious Weaknesses:
- 9. SWOT Analysis Opportunities: 1. Increasing product portfolio 2. Strategic Alliances 3. Changing lifestyle & customer groups 4. Market expansion
- 10. SWOT Analysis Threats: 1. Competition 2. Price factor 3. Rising fuel problems
- 11. Market Share BMW has 1.9% market share in America January 2015
- 12. BMW's U.S. market share from 2012 to 2015 Market Share
- 14. Brand Website and Internet Marketing 1. Website provides information about the corporation, products, services and an online store 2. Search engine marketing 3. Online magazine and newsletters BMW Website: www.bmw.com BMW USA: www.bmwusa.com
- 15. Suggestions for Future Strategies 1. Efficient dynamics, Zero-emission driving 2. Depletion of natural resources 3. Social causes 4. Assuming responsibility
- 16. Thank you for listening! BMW. Sheer Driving Pleasure.