BMW has been a top luxury automaker since the early 1900s, starting with engines before expanding to cars. Key to BMW's success is its range of high-quality vehicles that appeal to both upper and lower classes. BMW has a global manufacturing and distribution network to produce and deliver vehicles and parts worldwide. Through consistent marketing over many years, BMW has established itself as a top-of-mind luxury brand, known for its reputation, premium pricing, and creating an image of desirability among customers.

2.  INTRODUCTION OF BMW
 HISTORY
 KEYS FEATURE
 4P’S OF BMW

4. Franz
Josef Popp

12. Starting in the early 1900s by building motorcycle and aeroplane engines before
moving on to cars a few years later, BMW has for many years now been at the
top of its league in the car industry. Although BMW is involved in many sports
and events, as well as other promotions, the key aspect for the success of BMW
is their range of cars. BMW cars appeal to so many people including to lower
class customers. It is no surprise that BMW is a part of the “Want segment” now.
The upper class WANTS this product. Each of the cars in the series (1, 3, 5 and 7
as well as X and other classes) is different to drive and have different
characteristics

13. Key Product features in the marketing mix of BMW
Luxury segment
High Quality products
Excellent brand pull
Good service

14. BMW has highly skilled people working for them in all areas, from mechanics to
customer helpline staff. All are prompt and professional, and work hard to
maintain the company’s image. BMW has manufacturing facilities in many
different countries. In India, the manufacturing facility is in Chennai, and the
facilities were opened in March 2007 and it produces the BMW series one, three,
five and seven. This facility is capable of producing 11,000 units per year, at
maximum output. The spare parts center is located in Mumbai so that transport
of these spare parts can be carried out swiftly.

15. Key Distribution features in the marketing mix of BMW
Lean distribution model
Dealers and showrooms get good margins
Good provision for spare parts

16. 2012 saw BMW ranked as the world’s most reputable company by Forbes.com.
Criteria included ‘people’s willingness to buy, recommend and to work for’ the
company. Interestingly, the answers were driven 60% by perception of the
company, and 40% by perception of the company’s actual products. We
marketers know that to build a positive brand perception, it takes years and the
same has happened with BMW. BMW has been promoting itself with the most
amazing television commercials, print advertisement, out of home
advertisement and now through online advertising.

17. Key promotional features in the marketing mix of BMW
Strong brand pull due to excellent marketing over the years
Company relies on pull strategy more than push strategy
Top of the mind positioning in automobile brand

19. It is no doubt, that with such good technology, and with top of the mind
positioning, BMW is a premium priced car and motorcycles company. Prices of
BMW cars can vary by a great deal, depending upon which series, model or
extras the buyer intends on purchasing. What can be said though, is that BMW
cars are not aimed at everybody, as they are more expensive compared to other
cars because of their image and technology, and they are also more expensive
for repairs and general maintenance.
Looking at the competition, BMW has also launched low priced cars (as per BMW
standards) like the BMW X1. the price of which starts from 22.5 lacs. This is
primarily aimed to tap the Indian market. BMW offers various loan deals and
repayment methods to help those who wish to spread the cost, and has
hundreds of dealerships and showrooms word wide.

20. Key pricing features in the marketing mix of BMW
Premium pricing
Pricing helps create the “Want” feeling
High cost of marketing to maintain brand image