Marketing Group No.1

Adrian AbhishekAshish... ...

AlexKanchanNaja

Marketing communications strategy

Communication objectivesTargeting a “tribe”

Some theory first

THE TREND

THE GATHERINGS

THE PLACES

THEDAY-TO-DAY

PRACTICE

The Clover model

The Target audience (“Tribe”)

UK Teenagers, 15-17, SEC A, A+Total market size 1.5 million

The proposition

“Can’t wait to be 17!”

The channels

How to communicate with them?

The Ultimate BMW Racing Game• Includes all current BMW models

• The Ultimate Driving Machine experience!• Compete online against your friends/rivals!

Public relations

Road safety

Celebrity endorsement

Teen icons

Happy 17th Birthday!

Strategic tie-ups

Customer Relationship ManagerUnited Kingdom

Conclusions