BMW – Marketing strategy

By

Sanmith Shetty

BMW (Bayerische Motoren Werke)

• Bayerische Motoren Werke AG (BMW), (English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company .

• BMW was originally founded in 1917, by Franz Josef Popp.

• Its current tagline has changed from “The Ultimate Driving machine” to “Sheer Driving Pleasure” & “BMW- Joy of Driving”

BMW

BMW history

• In 1913 in Munich,Germany,Karl Friedrich Rapp established the Rapp-motorenwerke.

to manufacture Aircraft Engines.

In 1916

• During First World War Company secured contract to manufacture aircraft for Austria-Hungarian army.

In 1923

• BMW started manufacturing Motorcycle R32-500 cc Bike.

From late 1920’s to 1950’s

• In 1920-BMW setup a car manufacturing unit in Germany.

• By early 1930 they started designing their own cars.

• And introduced many successful carr’s like 327 saloon and 328 roadster

Saloon 327 & Roadster 328

Cont…• In 1970 BMW moved its headquarter

to Munich.• The building looks like the four

cylinder of cars.

Cont…• From 1970’s to 1990 they

focused on exports market’s.• Like US ,south Africa, Australia,

Asia, Japan, Austria and Bavaria.• In1992 BMW outsold the

Mercedes for the first time in Europe.

Cont…• In 2004 company added three 3 car

brands-BMW, Mini, and Rolls Royce• In 24 cities,12 Countries on 4

different continents.• Customer deliveries increases from

1.2 millions unit. • Revenue in 2004=US $ 60.47 billions.

Rolls Royce & Mini

Some interesting facts• There were 1032 options

available within the B.M.W. product range.

• The B.M.W. & series alone offered 1017 variations.

• The B.M.W. X-5 sports utility vehicle had 1000 bumper variations, 4000 instrument panel choices.

BMW India

• BMW officially entered the Indian market in 2005, headquartered in Gurgaon & a manufacturing unit in Chennai.

• Within two years of entering the Indian passenger car market in 2007, BMW toppled rival Mercedes-Benz to become the number one luxury car maker of the country.

• In 2010, the company recorded a 73 per cent growth in sales volume, maintaining its leadership position in the category.

Marketing strategy in India

But, these are minor changes to guarantee that products are running without any fault.• For e.g.: BMW has minor adaptations for

the Indian road and weather conditions. These include- a higher suspension as ground clearance in India is low, and different intake filters as the air in the country is more polluted.

Marketing strategy in India

• BMW’s essence has been, is and will always be ‘driving pleasure’

• An unwritten law at BMW is that everyone who comes to work at the company has to love driving and has to know that driving pleasure is what the company is all about. Everyone in engineering, development, purchasing, controlling and manufacturing has to be focused on driving performance.

• The BMW identity is tied to the experience of driving the machine. Details like the feeling of the steering wheel, instrument panel lighting, the suspension and reaction of the engine ensure each BMW feels the same as the last. BMW believes strongly in the importance of product consistency.

Recomendations

• Get into More Movies• Hybrid• Move into Asain Market• Safety• Expand Further into Motorcycle Market

Thank You