Maketing assignment on BMW

1. MARKETING ASSIGNMENT ON
BMW

2. BMW is German automobile
manufacturing company which produces
Luxury cars.
BMW was founded in 1916 as an aircraft
engine manufacturing company and
produced engines during World war I and
II.
It evolved into a Motorcycle and
automobile maker by mid 20th century

7. DEMOGRAPHIC
SEGMENTS

12. Behavioural Segments
Needs and Benefits

13. Behavioural segments
User and Usage
Occasions
New year, Christmas,
Diwali etc
User status
Non user
Ex-user
Potential user
First time user

14. DEGREE OF LOYALTY
BEHAVIOURAL SEGMENTATION
Hard core Loyalty
Split Loyalty
Shifting Loyalty
Switchers Loyalty

15. BMW and segmenting goes hand in hand
BMW changes the products according to the needs of the
targeted customers.
BMW provides quality to the consumers.
It nurtures its loyal customers and continues to research
,innovate and reach out to specific groups
BMW has been a mark of performance, service and
excellence
BMW started off as a symbol of success for baby boomers.
Strengths of BMW

16. Problems of BMW
BMW charges a very high price the product
which middle class people cannot afford.
Tough Competition from Mercedes, Audi and
other luxury cars.
Nearly Niche product line specifically for
richer segment people
High cost to ensure product diversification

17. QUESTIONS
1. How does BMW segments
its consumers? Why does
this works for BMW?
Ans Company has used demographic
and geographic market segmentation.
By segmenting the market into different
segments. It successfully targeted the
growing market

18. Question
2. What does BMW do well to market each
segment group ? Where could it improve its
marketing strategy?
BMW marketed each segment by giving them
what they needed and made products according
to the needs of the consumers.
It could improve its marketing strategy by
targeting females and middle class people also

19. Question
3.Should BMW change its tagline “The
Ultimate Driving Machine”?Why or Why
not?
Ans. BMW should not change their tagline
as this tagline stays true to the company
and BMW have backed up their claims
with their cars that are thrilling to drive.

20. Summary
Different type of market segmentation
Selective targeting by BMW
BMW strength and weaknesses
BMW History
BMW logo
BMW tagline

21. DISCLAIMER
Made during a marketing internship
under Prof. Sameer Mathur, IIM
Lucknow
By Sonia Bulchandani, ITM UNIVERSITY