Bmw 3 series anubhav lal
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Anubhav Lal
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BMW (Bavarian Motor Works) was founded in 1916.
Headquartered in Munich, Germany. It also owns and produces Mini cars, and is the
parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW
Motorrad. BMW is part of the "German Big 3" luxury
automakers, along with Audi and Mercedes-Benz, which are the three best-selling luxury automakers in the world.
Company Introduction
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Product New BMW 3-Series – THE ULTIMAT3 It is a compact executive car manufactured
by BMW. It is BMW's best-selling model, accounting
for around 30% of the BMW brand's annual total sales.
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BMW 3-Series price ranges from Rs.30 Lacs to Rs.42 Lacs depending upon the engine specifications and accessories.
Competitive price against Audi, Mercedes-Benz and Volkswagen.
Aim is to make more sales figures rather than larger profits.
Price
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Pan-India Metro Cities – Mumbai, New Delhi, Kolkata,
Chennai, Bangalore, Hyderabad. Tier II cities – Pune, Jaipur, Surat,
Trivandrum, Indore, Bhubaneswar, Chandigarh, Lucknow, Udaipur, etc.
Some 30,000 luxury vehicles are sold in India in a year, roughly 30 to 40% of which are bought in tier two markets.
Placement
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Launch events in various cities. Brand ambassador – Sachin Tendulkar Press events Advertising – TV Commercials, Newspapers,
Automobile magazines. Brochures / Sales literature.
Promotion
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Segmentation Geographically the main markets for BMW 3
Series are the metro cities which have 60% of the sales and most wealth distribution.
Demographically the people who are able to purchase a BMW are men and women aged between 30-50. Successful entrepreneurs. High income level.
Behaviorally these people have a successful image in mind.
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Concentrated Targeting Premium car market Upper middle class The benefits required by these people are
superiority, performance, reliability and quality.
Targeting
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“The Ultimate Driving Machine” – Technical excellence
Premium luxury brand Symbol of success
Positioning
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Strengths• Brand reputation• Quality product• Environment friendly• Highest selling
Weaknesses• Perception of high prices• Customer disinterest• High manufacturing costs
SWOT Analysis
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Opportunities• Growing car market in India• New technologies• Changing customer needs
Threats• Intense competition• Increasing fuel prices• Economic recession
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