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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

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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

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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

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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