A masstige (mass+prestige) branding assignment on MINI. I created this while on exchange at ESSEC business school in Paris. The prof requested we submit our final assignment as a Powerpoint presentation, instead of a written document.

1. MINI SIZE IS DECEPTIVE ThiloReinartz – International Luxury Distribution – ESSEC Paris, Nov. 29th 2009

2. Brand History The original Mini – a sixties icon Over 4 million sold during 1959-2000 production Brought mobility to the masses in post-war Britain Appealed to all parts of society Including celebrities like The Beatles and Twiggy Gained cult status - UK equivalent to VW Beetle Iconic design Excellent handling characteristics made it fun to drive Series of wins at Rallye Monte Carlo 11/29/2009 2 source: http://www.mini.co.uk/html/about_us/story.html

3. Brand History The new MINI BMW acquired Rover (owner of Mini) in 1994 BMW and Rover began development of new MINI Rover wanted MINI to be an economy car BMW wanted MINI to be a small sports car BMW sold Rover in 2000, but retained Mini brand New MINI was launched in 2001 11/29/2009 3 source: Datamonitor Report - BMW

4. Brand Concept MINI vs. Mini BMW combined old and new to create clear and consistent global profile Repositioned MINI as premium product Mass-produced individuality Maintained symbolic characteristics of old Mini Retained basic form and curved styling Maintained fun image (fun to drive) “MINI” to differentiate new brand from old Mini 11/29/2009 4 Source: http://www.interbrand.com/case_study.aspx?caseid=1042&langid=1000 Source: http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html

5. Source of Identity Family resemblance MINI retains many Mini design elements MINI looks like the son of Mini MINI claims its British heritage MINI stays fun to drive MINI in print – black background and colourful frame 11/29/2009 5 source: http://www.mini.co.uk/html/about_us/story.html

6. Culture & Roots Britain meets Germany MINI’s British heritage Built in England Sporty and fun Iconic design MINI’s German heritage BMW ensures build quality Provides technology Experience in the premium sector 11/29/2009 6 Source: Source: Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238

7. Brand DNA What makes a MINI? Fun and sporty, with go-kart-like handling Fashionable, trendy, and customizable British History – the 1960s Motorsports Association with celebrity owners Central role in The Italian Job, starring Michael Cain 11/29/2009 7 Source: Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238 Source: http://www.globalsocialmedianetwork.com/?tag=mini-cooper

8. Brand Values MINI is… Fun Cheeky Exciting Stylish Customizable MINImalism Doing more with less 11/29/2009 8

9. Brand Positioning Size doesn’t matter, only what you have under the hood does Fun Legacy (racing heritage) Individuality Performance MINI wants male consumers to flip over its cars Not “cute” for fear of fading like VW’s new Beetle 11/29/2009 9 Source: TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200

10. Target Consumers Meet the MINI buyer Male Affluent In his 20s or 30s Driving enthusiast Urban Individualistic Values build quality 11/29/2009 10 Source: Simms & Trott, An analysis of the repositioning of the BMW Mini brand, Journal of Product & Brand Management, vol.16, no.5, 2007, pp.297-309 Source: TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200)

11. Competitive Environment What else is out there? The market for efficient compact cars is growing Increasing cost of fuel Growing environmental awareness Premium compact sector is getting crowded Direct competitors include: VW Beetle, VW Golf GTI, Fiat 500, BMW 1-Series, Audi A3, Mazda MX-5 (Miata), Mazda 3, Alfa Romeo Mito Yet MINI continues to grow year after year 11/29/2009 11

12. Brand Architecture BMW AG subsidiaries With unit sales (fiscal year 2008) 11/29/2009 12 source: Datamonitor Report - BMW

13. Exclusivity & dream factors 11/29/2009 13

14. The Product 11/29/2009 14

15. MINI The first new MINI Substantially bigger and heavier than original Mini Better equipped Better crash protection Up-market positioning relative to old Mini 11/29/2009 15

16. MINI Clubman The “big” MINI Longer by 24 cm More leg room Larger trunk space Club door on right for access to rear seats Front half is identical to MINI 11/29/2009 16

17. MINI Convertible Open-air MINI Based on MINI hatchback Same engine and equipment choices 11/29/2009 17

18. Limited Editions John Cooper Works World Championship 50 Commemorates 50th anniversary of John Cooper’s first Formula 1 victory Strictly limited to 250 for all of Europe Features Special paint job Unique wheels Aerodynamic kit Black leather interior with red stitching 11/29/2009 18 Source: http://www.mini.co.uk/downloads/home/WC50flyer.pdf

19. Limited Editions – 50 Years of MINI Mayfair Inspired by 1982 Mayfair special edition Available for 1 year only Features Special colour scheme 50 years of MINI badge Additional headlights Leather interior 11/29/2009 19 Source: http://www.mini.co.uk/

20. Limited Editions – 50 Years of MINI Camden Gives a glimpse of MINI’s future Packed with latest technology Available for 1 year only Features Special colour scheme 50 years of MINI badge Harman Kardon sound system Bi-Xenon headlights 11/29/2009 20 Source: http://www.mini.co.uk/

21. Coming Models What’s next? MINI Coupe MINI SAV 11/29/2009 21

22. Customizability 2 MINIs in 100,000 are the same Vast number of available options Body colour Roof and mirror colour Stripes and decals Performance options Body kits Accessories See TV-spot Dueling MINIs 11/29/2009 22 Source: http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html

23. MINImalism Doing more with less Using technological innovations to reduce fuel consumption Designing and engineering for optimum recyclability Without compromising fun 11/29/2009 23 Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

24. Price 11/29/2009 24

25. Price Premium How does the MINI compare? 11/29/2009 25 Source: http://buyersguide.caranddriver.com/

26. Promotion 11/29/2009 26

27. Communication Many voices, one message MINI has a different creative agency in every territory it serves Maintains consistent brand message Maintains consistent visual language Focus on fun & performance 11/29/2009 27

28. TV Advertising MINI is the little guy who wins Ads are funny, cheeky, irreverent Ad: MINI Clubman pinball 11/29/2009 28

29. TV Advertising MINI is the little guy who wins Ads often show MINI in a David vs. Goliath battle Ad: MINI bullfight Ad: MINI anthem 11/29/2009 29

30. TV Advertising MINI is the little guy who wins Focus on performance Ad: MINI scream 11/29/2009 30

31. Print Advertising Not always conventional For US market entry MINI paid a tabloid to be featured in front page story General focus of print ads is on fun and performance 11/29/2009 31

32. Billboard Advertising 3D roadside ads Unconventional Funny Play on MINI’s performance abilities 11/29/2009 32

33. Outdoor Advertising Wall projections Show other cars dreaming about MINI Irreverent & cheeky 11/29/2009 Source: http://www.taxi.ca 33

34. Outdoor Advertising Small but feisty Both ads are fun and unusual MINI as a caged wild animal MINI as a toy 11/29/2009 34

35. Carfun Campaign Drive like there is a tomorrow US MINI owners donate $30 1 of 3 green initiatives to support sustainable development & green energy Choose project MINI matches contribution MINI owner receives Carbon Offset grille badge 11/29/2009 35 Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

36. Carfun Campaign Calculating the Carfun footprint Interactive online calculator Combines green and fun scores Based on 3rd party data Compare nearly 200 cars Offers green driving tips MINImalism 11/29/2009 36 Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

37. Cultural Sponsorship Rome Film Fest Billboard campaign to coincide with the fest Tributes to directors Quentin Tarantino Sergio Leone Alfred Hitchcock Celebrity association Like the 60s 11/29/2009 37

38. MINI Racing Drive like a pro Race versions of John Cooper Works model available In keeping with tradition & heritage White roof originated in the 1960s to help spot the Minis in the race 11/29/2009 38

39. One-off Co-branding Agent Provocateur Clubman Customised for the famous lingerie house Features Prison bars in side windows Fishnet roof trim Black leather interior Auctioned off for $70,000 Benefitted AIDS charity 11/29/2009 39 Source: http://www.miniusa.com/#/learn/SpecialEditions-m

40. Internet MINI on the web Consistent look to all international MINI sites Black background and colorful frames Music and video Product information Brand History 11/29/2009 40 Source: http://www.mini.co.uk/

41. Social Networking 11/29/2009 41 MINI Space MINI’s own social networking site Open to all Promotes Collaboration Community Contests MINI news Source: http://minispace.com/en_us/

42. Place 11/29/2009 42

43. Dealership Concept 11/29/2009 43 Frames Dealers integrate visual concept of framing Like MINI in print Frames also make the cars look toy-like and fun Source: http://www.austinadfed.com/pdf/8Principles_051806.pdf

44. Dealership Concept Frames The displays inside appear quite logical and simple The outside displays are more attention grabbing Irreverent and fun Some dealers are also BMW dealers Separate showrooms 11/29/2009 44 Source: http://www.austinadfed.com/pdf/8Principles_051806.pdf

45. Online Configuration Build your MINI Choose Exterior paint Roof/mirror colour Decals Wheels Interior colours Option packages View multiple angles 11/29/2009 45 Source: http://www.mini.de/de/de/ecom/index.jsp?refType=teaserLink&refPage=/de/de/general/homepage/content.jsp&process=vco

46. MINI Custom Paint Shop Paint your MINI Some MINI websites Custom paint Spray paint car with mouse Many different decals Flags Flames Silhouettes 11/29/2009 46 Source: http://www.miniusa.com/#/build/paintShop-m

47. Merchandising For you and your MINI Car accessories Mostly visual accessories, wheels, and decals Some performance items Personal accessories Clothing Toys Luggage Stationery needs 11/29/2009 47 Source: http://www.miniusa.com/#/ACCESSORIES/motoringGear-m

48. Thank You For your attention The end 11/29/2009 48