Bmw x6 marketing
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Transcript of Bmw x6 marketing
Company Profile
BMW India Pvt Ltd
• Industry: Automotive
• Founded: 2006
• Headquarters: Gurgaon, Haryana
• Products: Cars, Motorcycles
THE BMW X6
TEST THE LIMITS OF EXHILARATION
GeographicMetro
Climate
DemographicAgeSex
IncomeOccupation
PsychographicSocial classLife style
Personality BehavioralUser
statusLoyalty
Segmentation
• Focus:– Professionals– Executives– Affluent families
• Appeal: SUV and a sports coupe
Targeting
Positioning
• World's First-ever Sports Activity Coupe
• Incomparable
• Irresistible
• Luxury
• Power
• Pleasure
Marketing Mix
• Product
• Price
• Place
• Promotion
Product
BMW X6 xDRIVE 40D BMW X6 xDRIVE 50i
Price
• BMW X6 xDRIVE 40D– Rs. 82.00Lacs - 1.01Cr
• BMW X6 xDRIVE 50i– Rs. 93.40Lacs - 98.72Lacs
Place
• Initial deployment would be in Mumbai, Delhi, Chennai, Hyderabad and Bangalore
• 39 BMW Car dealers and Showroom
Promotion
• Use of teasers on billboards, Pre launch to create an initial buzz
• Ads on billboards
• Magazines and News paper ads
• Ads on YouTube and social media marketing
• Tie up with major malls and cinemas to have a display car in their premises
• First Sports Activity Coupe
• Sporty looks & design
• Dynamic performance control & innovative steering
• Popular choice among SUV lovers globally
• Strong brand recall and good advertising
Strengths
• Dealer network
• High maintenance and handling cost
Weakness
• Increase in millionaires
• Develop X6 as a cult brand
• Increase dealer network
• Lower maintenance cost
Opportunities
• Competition
• Competitors
Threats
Thank you
Harsh D. ShahRoll NO: 14028
eMBA (BFSI)2014-16