The document discusses BMW's marketing of the Z3 Roadster in the US market. Some key points: - BMW aimed to sell 100,000 Z3 Roadster units in the US to fill space left by declining motorcycle sales and test marketing revealed interest across segments. - Phase I marketing included traditional and non-traditional methods like a BMW/MGM partnership for GoldenEye product placement, appearances on TV shows, and a radio program. This generated over 9,000 pre-orders, exceeding targets. - Phase II would focus more on non-traditional methods to maintain hype and satisfy expected demand, like sponsoring the 1996 Olympics and using websites, social media, and word-of-mouth

1. BMW Z3 Roadster
Nikhil Sood
Neela Mohan
Krishna P
Raja Naidu
Sireesha N R
Nikhil Kumar

2. Backdrop
• BMW perceived to be a German brand
• Sales volume target of 100,000 units in US
• Roadster concept adopted to fill the space left by the
declining motorcycle market
• Z3 concept tests revealed high interest across different
lifestyle segments
• Strategic importance of the new Spartanburg manufacturing
plant
• Aspire to be Master of Niche Segment , Being the best not the
biggest

3. BMW Z3 Roadster : Phase I
• Mix of traditional and nontraditional marketing
• BMW/MGM deal/ GoldenEye product placement
• Neiman Marcus Christmas Catalog
• BMW Internet Site
• Press Launch at Central Park
• Appearance on the Tonight Show
• Radio DJ Program, “An American Road Story” Video
• TV & Print Advertising
• Dealer Advertising and Promotions (Bond 007 license plate)

4. Golden Eye
• To build brand equity
• Quintessential hero for a quintessential car
• MGM & BMW jointly promote the Bond,
Golden Eye and Z3 roadster

5. Mission
•Sales target of
100000 units
•Rejuvenation of
the BMW Brand
Money
•Budget plan split
40/60 between
traditional and
nontraditional forms
of marketing
•Nontraditional media
more effective
Message
•Made in Germany –
Made by BMW
•Create a buzz around
the product
Media
•Product Placement in
GoldenEye
•Other nontraditional
channels
Measurement
•Over 9000 Z3 product
orders as compared to
5000 estimates
•Phase I successful in
terms of generating hype
and preorders
•Jump in BMW US unit
sales
The 5 M’s of Advertisement

6. Phase II
• Context
o Change in marketing philosophy at BMW to favor
nontraditional marketing
o Phase I success and the existing hype for the Z3
Roadster
o BMW is the official international automotive sponsor
of 1996 Atlanta Summer Games
o Launch of redesigned 5 series in April

7. Phase II
• Challenges
o Satisfying the potential demand for the Z3 Roadster
o Maintaining the existing hype
o Importance of the Z3 Roadster-$600 million
investment in Spartanburg
o Threat of potential competitors

8. Direct Marketing
•Direct Mail
•Catalog Marketing
•Telemarketing
Interactive Marketing
•Websites
•Search Ads
•Display Ads
•Mobile Marketing
Social Media
•Online communities &
forums
•Blogs
•Social Networks
•Buzz &Viral Marketing
Word of Mouth
•Opinion Leaders
Phase II :Potential
Means of Promotion

9. Thank Y u