The document details the history and evolution of the Mini brand, highlighting its iconic status since the 1960s and the transformation under BMW ownership to position Mini as a premium product with a focus on fun and individuality. It covers brand characteristics, target consumers, competitive environment, and marketing strategies, including customizability and innovative advertising approaches. Additionally, it discusses future models and the emphasis on sustainability and technology in design.

1. MINISIZE IS DECEPTIVEThiloReinartz – International Luxury Distribution – ESSEC Paris, Nov. 29th 2009

2. Brand HistoryThe original Mini – a sixties iconOver 4 million sold during 1959-2000 productionBrought mobility to the masses in post-war BritainAppealed to all parts of societyIncluding celebrities like The Beatles and TwiggyGained cult status - UK equivalent to VW BeetleIconic design Excellent handling characteristics made it fun to drive Series of wins at Rallye Monte Carlo11/29/20092source: http://www.mini.co.uk/html/about_us/story.html

3. Brand HistoryThe new MINIBMW acquired Rover (owner of Mini) in 1994BMW and Rover began development of new MINIRover wanted MINI to be an economy carBMW wanted MINI to be a small sports carBMW sold Rover in 2000, but retained Mini brandNew MINI was launched in 2001 11/29/20093source: Datamonitor Report - BMW

4. Brand ConceptMINI vs. MiniBMW combined old and new to create clear and consistent global profileRepositioned MINI as premium productMass-produced individualityMaintained symbolic characteristics of old MiniRetained basic form and curved stylingMaintained fun image (fun to drive)“MINI” to differentiate new brand from old Mini11/29/20094Source: http://www.interbrand.com/case_study.aspx?caseid=1042&langid=1000Source: http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html

5. Source of IdentityFamily resemblanceMINI retains many Mini design elementsMINI looks like the son of MiniMINI claims its British heritageMINI stays fun to driveMINI in print – black background and colourful frame11/29/20095source: http://www.mini.co.uk/html/about_us/story.html

6. Culture & RootsBritain meets GermanyMINI’s British heritageBuilt in EnglandSporty and funIconic designMINI’s German heritageBMW ensures build qualityProvides technologyExperience in the premium sector11/29/20096Source: 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 DNAWhat makes a MINI?Fun and sporty, with go-kart-like handlingFashionable, trendy, and customizableBritishHistory – the 1960sMotorsportsAssociation with celebrity ownersCentral role in The Italian Job, starring Michael Cain11/29/20097Source: Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238Source: http://www.globalsocialmedianetwork.com/?tag=mini-cooper

8. Brand ValuesMINI is…FunCheekyExcitingStylishCustomizableMINImalismDoing more with less11/29/20098

9. Brand PositioningSize doesn’t matter, only what you have under the hood doesFunLegacy (racing heritage)IndividualityPerformanceMINI wants male consumers to flip over its carsNot “cute” for fear of fading like VW’s new Beetle11/29/20099Source: TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200

10. Target ConsumersMeet the MINI buyer MaleAffluentIn his 20s or 30sDriving enthusiastUrbanIndividualisticValues build quality11/29/200910Source: Simms & Trott, An analysis of the repositioning of the BMW Mini brand, Journal of Product & Brand Management, vol.16, no.5, 2007, pp.297-309Source: TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200)

11. Competitive EnvironmentWhat else is out there?The market for efficient compact cars is growingIncreasing cost of fuelGrowing environmental awarenessPremium compact sector is getting crowdedDirect competitors include: VW Beetle, VW Golf GTI, Fiat 500, BMW 1-Series, Audi A3, Mazda MX-5 (Miata), Mazda 3, Alfa Romeo MitoYet MINI continues to grow year after year11/29/200911

12. Brand ArchitectureBMW AG subsidiaries With unit sales (fiscal year 2008)11/29/200912source: Datamonitor Report - BMW

13. Exclusivity & dream factors11/29/200913

14. The Product11/29/200914

15. MINIThe first new MINISubstantially bigger and heavier than original MiniBetter equippedBetter crash protectionUp-market positioning relative to old Mini11/29/200915

16. MINI ClubmanThe “big” MINILonger by 24 cmMore leg roomLarger trunk spaceClub door on right for access to rear seatsFront half is identical to MINI11/29/200916

17. MINI ConvertibleOpen-air MINIBased on MINI hatchbackSame engine and equipment choices11/29/200917

18. Limited EditionsJohn Cooper Works World Championship 50Commemorates 50th anniversary of John Cooper’s first Formula 1 victoryStrictly limited to 250 for all of EuropeFeaturesSpecial paint jobUnique wheelsAerodynamic kitBlack leather interior with red stitching11/29/200918Source: http://www.mini.co.uk/downloads/home/WC50flyer.pdf

19. Limited Editions – 50 Years ofMINI MayfairInspired by 1982 Mayfair special editionAvailable for 1 year onlyFeaturesSpecial colour scheme50 years of MINI badgeAdditional headlightsLeather interior11/29/200919Source: http://www.mini.co.uk/

20. Limited Editions – 50 Years ofMINI CamdenGives a glimpse of MINI’s futurePacked with latest technologyAvailable for 1 year onlyFeaturesSpecial colour scheme50 years of MINI badgeHarman Kardon sound systemBi-Xenon headlights11/29/200920Source: http://www.mini.co.uk/

21. Coming ModelsWhat’s next?MINI CoupeMINI SAV11/29/200921

22. Customizability2 MINIs in 100,000 are the sameVast number of available optionsBody colourRoof and mirror colourStripes and decalsPerformance optionsBody kitsAccessoriesSee TV-spot Dueling MINIs11/29/200922Source: http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html

23. MINImalismDoing more with lessUsing technological innovations to reduce fuel consumptionDesigning and engineering for optimum recyclabilityWithout compromising fun11/29/200923Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

24. Price11/29/200924

25. Price PremiumHow does the MINI compare?11/29/200925Source: http://buyersguide.caranddriver.com/

26. Promotion11/29/200926

27. CommunicationMany voices, one messageMINI has a different creative agency in every territory it servesMaintains consistent brand messageMaintains consistent visual languageFocus on fun & performance11/29/200927

28. TV AdvertisingMINI is the little guy who winsAds are funny, cheeky, irreverentAd: MINI Clubman pinball11/29/200928

29. TV AdvertisingMINI is the little guy who winsAds often show MINI in a David vs. Goliath battleAd: MINI bullfight Ad: MINI anthem11/29/200929

30. TV AdvertisingMINI is the little guy who winsFocus on performanceAd: MINI scream11/29/200930

31. Print AdvertisingNot always conventionalFor US market entry MINI paid a tabloid to be featured in front page storyGeneral focus of print ads is on fun and performance11/29/200931

32. Billboard Advertising3D roadside adsUnconventionalFunnyPlay on MINI’s performance abilities11/29/200932

33. Outdoor AdvertisingWall projectionsShow other cars dreaming about MINIIrreverent & cheeky11/29/2009Source: http://www.taxi.ca33

34. Outdoor AdvertisingSmall but feistyBoth ads are fun and unusualMINI as a caged wild animalMINI as a toy11/29/200934

35. Carfun CampaignDrive like there is a tomorrowUS MINI owners donate $30 1 of 3 green initiatives to support sustainable development & green energyChoose projectMINI matches contributionMINI owner receives Carbon Offset grille badge11/29/200935Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

36. Carfun CampaignCalculating the Carfun footprintInteractive online calculator Combines green and fun scoresBased on 3rd party dataCompare nearly 200 carsOffers green driving tipsMINImalism11/29/200936Source: http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/

37. Cultural SponsorshipRome Film FestBillboard campaign to coincide with the festTributes to directorsQuentin TarantinoSergio LeoneAlfred HitchcockCelebrity associationLike the 60s11/29/200937

38. MINI RacingDrive like a proRace versions of John Cooper Works model availableIn keeping with tradition & heritageWhite roof originated in the 1960s to help spot the Minis in the race11/29/200938

39. One-off Co-brandingAgent Provocateur ClubmanCustomised for the famous lingerie houseFeaturesPrison bars in side windowsFishnet roof trimBlack leather interiorAuctioned off for $70,000Benefitted AIDS charity11/29/200939Source: http://www.miniusa.com/#/learn/SpecialEditions-m

40. InternetMINI on the webConsistent look to all international MINI sitesBlack background and colorful framesMusic and videoProduct informationBrand History11/29/200940Source: http://www.mini.co.uk/

41. Social Networking11/29/200941MINI SpaceMINI’s own social networking siteOpen to allPromotesCollaborationCommunityContestsMINI newsSource: http://minispace.com/en_us/

42. Place11/29/200942

43. Dealership Concept11/29/200943FramesDealers integrate visual concept of framingLike MINI in printFrames also make the cars look toy-like and funSource: http://www.austinadfed.com/pdf/8Principles_051806.pdf

44. Dealership ConceptFramesThe displays inside appear quite logical and simpleThe outside displays are more attention grabbingIrreverent and funSome dealers are also BMW dealersSeparate showrooms11/29/200944Source: http://www.austinadfed.com/pdf/8Principles_051806.pdf

45. Online ConfigurationBuild your MINIChoose Exterior paintRoof/mirror colourDecalsWheelsInterior coloursOption packagesView multiple angles11/29/200945Source: http://www.mini.de/de/de/ecom/index.jsp?refType=teaserLink&refPage=/de/de/general/homepage/content.jsp&process=vco

46. MINI Custom Paint ShopPaint your MINISome MINI websites Custom paintSpray paint car with mouseMany different decalsFlagsFlamesSilhouettes11/29/200946Source: http://www.miniusa.com/#/build/paintShop-m

47. MerchandisingFor you and your MINICar accessoriesMostly visual accessories, wheels, and decalsSome performance itemsPersonal accessoriesClothingToysLuggageStationery needs11/29/200947Source: http://www.miniusa.com/#/ACCESSORIES/motoringGear-m

48. Thank You For your attentionThe end11/29/200948