This document provides an overview of BMW, the German automobile manufacturer. It discusses the company's founding in 1913 in Munich to produce aircraft engines. BMW later began producing automobiles starting in 1928. The document outlines some of BMW's key milestones, including launching new models and expanding internationally. It also discusses BMW's marketing campaigns in the US that aimed to change perceptions and appeal to a broader audience beyond just "yuppies". Throughout its history, BMW's branding has emphasized innovation and being "the ultimate driving machine".
This document provides an overview of BMW, the German automobile manufacturer. It discusses the company's founding in 1913 in Munich to produce aircraft engines. BMW later began producing automobiles starting in 1928. The document outlines some of BMW's key milestones, including launching new models and expanding internationally. It also discusses BMW's marketing campaigns in the US that aimed to change perceptions and appeal to a broader audience beyond just "yuppies". Throughout its history, BMW's branding has emphasized innovation and being "the ultimate driving machine".
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.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
The "Company of Ideas" campaign was unveiled by BMW in May 2006 to change its perception beyond its traditional association with "yuppies" and target the "creative class." The campaign emphasized BMW's independence and freedom to pursue innovative ideas with minimal emphasis on performance features. Ads encouraged radical ideas and designs to convey how BMW becomes an ultimate driving machine. While the campaign intended to reach new customers and increase sales, it received criticism for a lack of market research and potential customer confusion over its diluted messaging.
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.
The document provides an analysis of BMW's market position. It discusses BMW's history, current operations with over 1 million cars sold annually across various brands and regions. A PEST analysis finds rivalry among competitors to be high, threat of new entrants low, bargaining power of suppliers and buyers to be medium and high, and threat of substitutes to be medium. Key competitors like Mercedes, Audi, Porsche, and Lexus are analyzed. BMW's strategy is to be the leading provider of premium products and services. A SWOT analysis finds strengths in branding and innovation and weaknesses in Asian market performance. Opportunities exist in hybrid vehicles and growth markets while threats include competition and regulations. Recommendations include expanding in growth markets
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.
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.
The document summarizes BMW's "HyoRee's Anystar Campaign" marketing campaign from 2001. The goals of the campaign were to sustain growth, attract young customers without alienating existing customers, and strengthen BMW's luxury brand image. The campaign was successful, achieving a 13% sales increase in 2001 and strengthening BMW's brand perception among younger demographics. The document evaluates the success of the campaign and recommends continuing the campaign approach through producing additional short films for distribution online and through DVD, as this leverages the prior success while being cost-effective.
The "Company of Ideas" campaign was unveiled by BMW in May 2006 to change its perception beyond its traditional association with "yuppies" and target the "creative class." The campaign emphasized BMW's independence and freedom to pursue innovative ideas with minimal emphasis on performance features. Ads encouraged radical ideas and designs to convey how BMW becomes an ultimate driving machine. While the campaign intended to reach new customers and increase sales, it received criticism for a lack of market research and potential customer confusion over its diluted messaging.
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.
The document provides an analysis of BMW's market position. It discusses BMW's history, current operations with over 1 million cars sold annually across various brands and regions. A PEST analysis finds rivalry among competitors to be high, threat of new entrants low, bargaining power of suppliers and buyers to be medium and high, and threat of substitutes to be medium. Key competitors like Mercedes, Audi, Porsche, and Lexus are analyzed. BMW's strategy is to be the leading provider of premium products and services. A SWOT analysis finds strengths in branding and innovation and weaknesses in Asian market performance. Opportunities exist in hybrid vehicles and growth markets while threats include competition and regulations. Recommendations include expanding in growth markets
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.