Marketing Plan

Competitor AnalysisPriceJoy LevelX1Outlander Q3CX 5Hadir Tahun 2014

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GLA

Target Market Analysis

BMW X1

BMW X1 facelift in New York Auto Show 2012BMW X1 Facelift 2013:New modern & bold lamp (LED & Xenon)New gril with chrome accent New redesigned awesome bumper

Category: Sport Activity Vehicle (SAV), Compact Sport Utility Vehicle (SUV)Series: sDrive18i Business(CKD), sDrive18i(CKD) Executive and sDrive20(CBU)

Engine: 1.995cc, Petrol and Diesel, 4-Cylinder, valvetronicPositioning: Premium SAV/SUVBrand Personality: Urban, symbol of status and success, eco-friendly and efficient fuel consumption Branding Campaign: Story of JoyPrice: IDR 489 639 million

Q3GLA

Competitor AnalysisPriceJoy LevelX1OutlanderCX 5

Efficient Dynamic four wheel drive, x-drive489 juta 639 jutaPemudaX1

Competitor AnalysisPriceJoy LevelOutlanderCX 5

GLA

Quattro all wheel drive525 jutaPemuda Q3

X1 Q3

GLA

Competitor AnalysisPriceOutlanderCX 5

Bi-xenon dan auto leveling lampSkyactive tech375 juta 410 jutaJoy LevelCompetitor AnalysisPriceJoy LevelX1Outlander Q3CX 5

GLA

Super wide range HID heap lampFemale friendly289 juta- 325 juta

Strong Brand in premium classSWOT Analysis

- Memerlukan tambahan pencitraan untuk meningkatkan Brand Personality

Website lengkap, tetapi terlalu padat, banyak detail kata dan teknis. Kurang konten interaktifExcellent perceived quality dalam hal engine

Luxury affordable

Trend positif dalam penjualan BMW, khususunya seri X1 yang naik 200% (Agustus 2012)Segmen premium compact SUV/SAV masih sepi pemain / kompetitor

Bisnis Indonesia, Jumat 5 Oktober 2012

10OBJECTIVES

Our aim:Build High Brand Equity that targeted young generationEncourage people to test driveMaximizing branding campaign to generate more salesHaving true friends customer

Flanking strategy for dominate market share:Dominate in uncontested area Unexpected or surprising strategyIncrease promotion, good positioning and increase channel/distribution

MayAprilMarchFebruaryJanuary 2013DecemberBMW X1 Marketing RoadmapPublic RelationYouth Media and Forum Gathering for Launching BMW X1 faceliftBMW Joy Shooting & test drive with Iko UwaisRegularActivitiesDian Pelangi Fashion Show & introduction BMW X1 facelift Online MediaPrint and Outdoor ad

ATLBTLHireBrand AmbassadorImproving and maximizing the use of online media

Photography competition Joy for the YoungAdvertise in Grand Indonesia Shopping Town and Hotel IndonesiaAdvertise in youth media, business and entrepreneurshipmagazineCommunity Gathering

May AprilObjective To promote and communicate Branding Campaign in online media Time LineConceptUtilize social media

Establish microsite to promote campaign of BMW X1Advertising in high traffic online media (based on alexa rank) such as www.kompas.comAdvertorial thread in large and high class forum/community such as www.darahkubiru.com Establish forum/community for BMW X1 user with sophisticated web design

MarchFebruary January 2012DecemberItemsPromotion Tools (example) Concept development Social media improvement Ads onlineEstimated Budget : IDR 100.000.000 Microsite development Forum/community website developmentCommunity gathering (Kopi Darat)Improving and maximizing the use of online media

Beriklan di MajalahOBJEKTIF: Memahami lebih spesifik target pembaca dan beriklan dimana pembaca/potential customer yang utama berada BENEFIT: Tepat sasaran pada pembaca yang diinginkanGrafik display yang bagus membuat pembaca lebih tertarik dengan produk

BENTUK ADVETORIAL

Mengedukasi secara detil serta keunggulan produk, memberikan gambaran nyata kepada pembaca

Time LineAprilMaretFebObjective Melanjutkan hubungan kerjasama antara Pertamina dan BMW Memperluas dan memperkuat brand awareness ConceptMemasang banner di 15 SPBU ternama di daerah Jakarta serta Kota-kot besar lainnya, seperti Surabaya dan Bali.Pertamia Dex sebagai official fuel BMW X1 (diesel) yang mendukung BMW EfficientDynamicsBannerItems Banner

Brief Agency Negotiation with media Photographer and BMW X1 user Print Ads and social mediaObjectivePublic grab attention towards BMW user gatheringTo create WOM effect

Time LineConcept BMW User communty kong kow kong kow bareng di daerah Hotel Indonesia. Journaslist atau media diajakUntuk meliput event ini- Menunjukkan rasa kekeluargaan sesama BMW userKongkow Kongkow BMW X1 User di parking area Plaza IndonesiaTools Execution and planning the next kong kow2 eventItemsMayAprilMarchFebJanDec

Dian Pelangi Contract Negotiation with mall ,(Fx Sudirman) and Plaza Indonesia Print Ads ObjectivePublic grab attention towards fashion show Strenghten the image of BMW X1 is masterpiece not only for man but also for women Time LineConceptMethod : Dian Pelangi Fashion Show while Launching BMW X1 Facelit. Place : @ Fx Sudirman and plaza Indonesia.Theme : Joys towards stlye & fashion

Show that BMW X1 Modish and fashionable for Youth .

Dian Pelangi Fashion Show & Launching BMW X1 faceliftPromotion tools Execution days ItemsMayAprilMarchFebJanDec

June MayTime LineConcept April March FebruayJanuaryItemsPreviewBudget : IDR 50 JutaPerkenalan BMW X dengan kegiatan menembak bareng Iko Uwais dan test driveIko Uwais menemani peserta menembak sambil merepresentasikan BMW X1Iko Uwais harus bisa mendapatkan customer insightObjective To create worth of mouth (WOM) effect To experience with BMW X1 To create strong image that BMW is gentle.

Photo Competition