BMW M3 CS Contributors: Hoang Le, Veronika Kameneva, Sabastian Kielbasa, Jacob Sanderson Visuals: Hoang Le

1. BMW M3 CS MARKETING PLAN
Presented by:
Hoang Le
Veronika Kameneva
Sebastian Kielbasa
Jacob Sanderson

2. Agenda
•Background
•Product
•Current Market Situation
•SWOT Analysis
•Marketing Objective
•Marketing Strategy

3. Background
• BMW is a German automobile, motorcycle, and
engine manufacturing company.
• One of the world's leading manufacturers of
premium and luxury cars.
• Generated more than 94 billion EUR revenues in
2016.
• Positioned itself as premium and luxury car that
provides an exhilarating driving experience to
consumers.
• High class, style, luxury, and reliability.

4. Product
• BMW M3 CS is a new high end sport
car which will be produced in limited
amount.
• The product is situated on introduction
stage.
• New BMW M3 CS was presented at Los
Angeles Auto show in 2017, where
BMW announced sales in 2018.
• Base price is 97,400 USD.
• Most vehicles will be sold in the United
States and the UK markets.

5. Current Market Situation
Competitive Landscape
Primary Competitors New Competitors

6. Current Market Situation
Macro Environment
Technological
Economical
Cultural
- Changing of cultural trends
and people’s preferences
- Consumers in the US and
Europe demand “green”
products
Political
- CO2 emission and end-of-life vehicle (ELV)
recycling law
- Political instability in emerging countries
- Trade barriers by the new US
administration
Demographic
- Aging populations in some developed
markets
- New opportunities from middle-class in
the BRIC countries (Brazil, Russia, India,
and China)
- The impact of Brexit
- Currency risk and inflation rate
- Rising the price of raw materials and
crude oil
- Developing new & innovative technologies
to gain the competitive advantage
- Winning many great engineering awards
in the car industry

7. Current Market situation
Target Segmentations
Businessmen and people
with higher income
Racers, car enthusiasts, BMW
lovers

8. Strength
- Valuable brand recognition
and awareness
- Diverse products in various
automotive and tech sectors
- Expertise in both hybrid
and electric cars
- Loyal customer
- Perfect engineering and
performance of vehicles
Opportunities
- Introducing a new series of
vehicles (9 series)
- Forming “alliances’’ with
other automobile companies
- Expanding the companies
brand portfolio
Weakness
- Their brand portfolio
consists of only three
brands
- Cost of materials
- Cost of gas (BMW
vehicles use premium)
Threats
- Damage to the brand
because of reported
issues with some vehicles
- Material costs
- Competition with other
brands in the industry
- High prices in products
overall
S W
O T
SWOT Analysis

9. Marketing Objective
To generate 1,200 units in pre-order for BMW M3 CS Limited
Edition in global within one month after launching.

10. Market Strategy
Product
· 453 horsepower at 6250 rpm
· 7 speed automatic transmission
· Optional carbon-ceramic brakes
· Lightweight
· Software updates enhance the
performance
· Sport seats
· Navigation
· Aggressive sound of the engine
· Starts at 97,400 USD
· Rear wheel drive makes it great for
drifting or racing

11. Market Strategy
Price
● Uses optional product pricing. Buyers can purchase
extra features and upgrades for their car at an
additional cost.
● Prices vary depending on upgrades but the base
price is $97,400.
● BMW also employs premium pricing for this product.
The price is kept high to take advantage of
consumer demand.
● The base price is higher than that of the regular M3
model

12. Market Strategy
Place
● BMW currently sells in retailers such as Budds, dealerships
all over the world and online.
● The Channels used are generally indirect, considering when
purchasing the vehicle you will not get it directly from a
producer.
● The company gets their parts from many different automobile
distributors, gets produced, than shipped out to their different
channel forms.
● The vehicle had been placed on display at car shows in the
year 2017.

13. Integrated Marketing Communications
Objective, Message & Strategy
• Objective: “To amplify massive brand
awareness for BMW M3 CS product
launching”.
• Message: “The icon. Further enhanced”.
• Strategy: “Capturing the imaginations and
desire of potential buyers for the all-new,
enhanced performance M3 CS product,
while also instilling pride in current BMW
vehicle owners and loyalists”.

14. Integrated Marketing Communications
Tactics - Advertising
Digital Print Out-of-Home

15. Integrated Marketing Communications
Tactics - Advertising

16. Integrated Marketing Communications
Tactics - Public Relations
Press releases
& PR articles
Special Events

17. THANK YOU