MARKET PROFILE FOR 7 – SERIES September 2009 BMW in India BMW opened its 1 st assembly plant at...
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Transcript of MARKET PROFILE FOR 7 – SERIES September 2009 BMW in India BMW opened its 1 st assembly plant at...
MARKET PROFILE FOR 7 – SERIES
September 2009
BMW in India
BMW opened its 1st assembly plant at Chennai in India in March 2007
BMW has the following products in its Indian stable:
3 Series5 series 7 seriesX series
Each having variants in engine capacity, petrol and diesel
BMW established its Indian headquarters at Gurgaon, Central parts warehouse in Mumbai and has 13 dealers all over India
BMW has lately unveiled the 5th generation of its flagship in India with the launch of the all – new 7 series
This will be available in 3 variants
730 Ld740 Li750 Li
7 series product category and market segment
Luxury
Status symbol
Exclusivity
The target market for the 7 series would primarily include:
Urban IndiaHouse-holds with disposable income of more than Rs. 12 lacs/ annumOwns mostly a segment D/E car, that is, a premium/luxury salon like aHonda Accord, Skoda Octavia etc.Resides in 'posh' localitiesBrand conscious Indian
Product category
UBPs of 7 series
High need for distinction
Business identity
Technological advancement
Brand
After sales support and service
Ergonomics
Classification of Indian luxury consumer
Purchaser of superior functionality and high quality
Emotional choice maker
Logical choice maker
Indulger (feel good)
Competition in Indian markets
The BMW 7 series has 3 arch rivals eying the same target consumers in India
Other potential sedans competing in this segment in the near future
Audi A8 Mercedes S -Class
Porsche Panamera Jaguar XJBentley Continental
Primary attributes identified in competition
Tranquility on wheels
Design: Fusion(Contemporary + Modern)
No offence to anyone
Innovative technology
Masculine
Imposing/ Menacing appeal
Spacious leg room
Elegance
Subtle
Text book styling(Right beef at right places)
Respectful
1st look stunner
Audi A8 Mercedes S -ClassBMW 7-Series
Brand Aspirations in India
Automobile brand aspirations for age group 22 – 27 years
Brand Aspirations in India
Automobile brand aspirations for age group 50 – 65 years
Indian target audience
The Household Income Survey by the National Council of Applied Economic Research says that by 2010, there will be 140,000 households with an annual income of more than Rs. 1 crore i.e. 10 million USD.
There are over one million luxury customers in India and this figure is expected to triple by 2010.
The BMW 750Li is currently priced at Rs. 93,30,000/- (ex showroom)
Advertising and PromotionAdvertising and promotion
PR
INT
FILM
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INT
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AC
TIV
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SIT
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BIL
LBO
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Task: Development of a Powerful CRM. To encourage Interested users and potential buyers (Hot Leads) as they consider making a purchase.
Strategy: An unsolicited, personalised print brochure is sent by mail to hot leads after they have configured a BMW 7 Series online. Each brochure is unique.
Execution: The BMW 7 Series online configurator supplies the contents of the personalised brochure Including images and information of the vehicle which are also there in the print brouchre
Direct mailers
Dealer Network in India
CBU Distribution
Local DealerGerman Headquarters
Factory
Finished Product
Warehouse
Shipping back to dealer
Consumer placing order