Post on 06-Apr-2018
8/3/2019 Launching the BMW Z3 Roadster
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Launching the BMW Z3 Roadster
Presented by: Group 1
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BMW Group International
Cars produced
BMW, MINI and Rolls-Royce
HQ in Munich, Germany.
Operations in 150 countries
Attractive 'four-cylinder' tower asmain office building
2/23/2012
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BMW Sales Needed Attention
0
100
200
300
400
500
600
700
1 9 8 4
1 9 8 5
1 9 8 6
1 9 8 7
1 9 8 8
1 9 8 9
1 9 9 0
1 9 9 1
1 9 9 2
1 9 9 3
1 9 9 4
1 9 9 5
US Unit Sales(in
thousands)
Worldwide UnitSales(inthousands)
2/23/2012
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Z3 Concept Tests Were Conducted Revealed interest across life stage segments
Image conscious Gen X
Aspirational car for men and women in 40s
Nostalgia for late baby boomers
Identified commonalities across groups
³Lover of Life´ mindset
Propensity to seek unique expressions of individuality
2/23/2012
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Why Spartanburg?
Displayed commitment to dealers and American people
that BMW is here to stay
Provided cost advantages
High cost environment in Germany
Cushion against monetary fluctuations However, also posed challenges
To convince consumers that quality of cars produced in the USA
would be no different from cars produced in Germany
2/23/2012
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So What Did BMW Aim For?
To expand the BMW franchise & market share
Target of 100,000 annually in USA
To rejuvenate the BMW brand by positioning the Z3
squarely in American culture and settling into the heartsand minds of the American public
To make BMW a global brand
Transition from Made in Germany Made by BMW
2/23/2012
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NT marketing and its benefits & risks
It encompasses anything that is not TV, radio, standard
print or direct advertising
Benefits Easy to grab consumer¶s attention
High retention rate
Efficiency through word of mouth
Cost effective
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NT marketing and its benefits & risks
Risks
Less control over
a. Target audience
b. Timing
c. What is said
difficult to measure impact
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How does NT mar keting wor k?
Excitement
Awar eness / Visibility
Word of mouth, Buzz
Involvement / Inf atuation
Pur chase
Consumer Advocacy
Awar eness
Inter est
Desir e / pr efer ence
Pur chase
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Traditional vs. NT marketingElements Traditional
mar keting
NT mar keting
Philosophy leverage on media
used
leverage on Buzz word
Process of
Communication effects
slow fast
Competence required/level of complexity/
Benefits
Good competencerequired/
Highly complex /
easy to measure
effectiveness
relatively lowcompetence required/
very low complexity/
cost effective
Budgeting high and
cost can be calculated
comparatively low and
cost can be easilyforecasted
Target Market can be well targeted
through mass media
depend on customer
self selection
Evaluation of
effectiveness
very easy not easy
Skills required High skill required Low skill required
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Thank You