Analysis by Claudia Berrevoets Tim Hindriks Gerard Keetman Vishal Paltie
Marketing Communication Analysis
Presentation by Tim Hindriks Vishal Paltie
Introduction
External analysis Internal analysis Conclusion for Dutch Market
Dutch EV Market History
Consumer analysis BMW i
Competition and position Communication MIX
Competitor 1 Target group
Competitor 2
Index
Its innovative LifeDrive architecture
renders the BMW i3 Concept light,
safe, spacious and dynamic.
Sustainable Urban Mobility
The BMW i3 Concept is an
uncompromisingly sustainable
vehicle designed for urban areas.
Driven purely by electric power and
purpose-built to meet the
demands of sustainable and
emission-free mobility. It
embodies an intelligent form of
urban transportation and
commuting.
BMW Connected drive
BMW Connected Drive connects
you and the car to the rest of the
world and makes your journey
convenient, safe and relaxed.
Introduction
The BMW i3 is the new electric mega city car from BMW. They are the first premium car
manufacturer to enter B segment with a premium electric city car.
Technicalities
Innovative use of materials and
intelligent lightweight design, moreover,
not only enable the i3 to travel long
distances (160 km) on a single charge,
they also provide superb safety in the
event of a collision and help give the car
its excellent driving dynamics. The
electric motor over the rear axle – which
generates output of 170 hp and
impressive torque of 250 Nm from a
standstill – and a small turning circle
combine to deliver agile driving
characteristics. The BMW i3
accelerates from 0 to 100 km/h in less
than eight seconds.
DESTEP Trends
Demographic
• The population is aging.
Economic
• The elderly are the most wealthy.
Social and Ecological
• A sustainable lifestyle is
becoming a trend.
Technological
• Product development makes
electric driving more attractive.
Political
• Government promotes EV’s with
incentives like TAX reductions.
The Dutch EV Market
EV market 2012
• Market volume 1.750
• 0,02% of total Dutch fleet
• Market value € 61,2 million
• 2.500 charging stations
Expectance EV market 2020
• Market volume 200.000
• 2,5% of total Dutch fleet
• Market value € 7 billion
• 10.000 charging stations
Automotive media spending
Gross media spending 2011
• 16,5% growth in 2011
• Top 3 media spenders in 2011:
1. BMW € 315 million
2. Volkswagen € 232 million
3. Seat € 226 million
The Dutch EV Market
The Dutch EV Market is growing, and is leading in Europe due to good infrastructure, low
average travelling distances and Government incentives.
Potential customer groups for the Premium B segment are well educated and
have 1 – 3 times model income.
Families
1.2 million households
Men and women
Aged 30-50
In a relationship
With one child ore more
Higher education level
1 - 2 x modal household income
Financially heavily burdened
None to some savings
Mostly sub-urban
Young professionals
400.000 households
Young men and women
Aged 20-40
Single or in a relationship
Without children
Higher education level
1 – 2,5 x modal household income
Financially medium/high
burdened
None to some savings
Mostly urban
Elderly people
800.000 households
Older men and women
Aged 50-70
In a relationship
With or without (grand) children
Higher education level
1,5 - 3 x modal household income
Financially low/medium burdened
High savings
Mostly sub-urban
Potential Customer Analysis
Knowledge & Attitude
Elderly people have the most sustainable attitude towards cars.
Young professionals
Knowledge
Young people know that there will
be a shortage of fossil fuel.
They also know that there is an
alternative like driving electrics,
hybrids or using public transport.
Attitude
Status, design and technology
driven. Specifications, social
approval and brand are important.
They are less interested in the
price because the majority leases
a car.
Families
Knowledge
Families also know that sustainability is
becoming more important, but they don’t
always have de financial strength to live
up to that.
Attitude
Safety, space and price driven. Safety
and space are important because of the
children. Are less open to new products
and techniques.
Elderly people
Knowledge
Elderly people live more sustainable
because they know that fossil fuel is
running out and know the effects of
pollution.
Attitude
Sustainable, safety, comfort and quality
driven. Less pollution means a better
environment for their grand children.
And the interest for new techniques is
growing.
Behavior
Young professionals
Behavior
61% owns one car or more
9% owns two cars or more
56% buys or leases new
20% is from segment B
Most of the time new cars are
bought or ordered through a lease
company and information is
gathered through car brand - and
lease company websites and
social media. They don’t
necessarily need to experience the
car before buying. Cars are mainly
used for work and long
distances. The decision is based
on status and social approval.
Families
Behavior
85% owns one car or more
79% owns two cars or more
38% buys or leases new
23% of second cars are from
segment B
They buy their second car mostly
second hand and with the complete
family. Information and orientation
happens through supply-driven
internet car websites and social
media. The family wants to experience
the car before it is bought.
The cars are for daily family use. The
decision is rational based.
Elderly people
Behavior
89% owns one car or more
72% owns two cars or more
76% buys or leases new
52% of second cars are from
segment B
Information is gathered through
car brand websites, internet blogs,
magazines and dealerships and
seniors want to experience a car
before buying.
Cars are bought or ordered at the
dealer. Cars are used for short
distances. Decisions are more rational
then emotional based and the
environment is taken into account.
Competition Analysis
The BMW brand is positioned as a premium brand. For now BMW i is the only premium
brand with an EV in the B segment.
Cheap
High Quality
Low Quality
Expensive
The Audi A1 is the only competitor in premium B segment.
Audi A1
The Audi A1 is positioned as a premium car in the B segment. On
that basis the A1 is a competitor of the BMW i3. With the
communication “The big thing” Audi is trying to reach young urban
buyers in the big city's.
The agile, sporty Audi is perfect for use in big cities owing to its
compact dimensions and its excellent fuel economy. Its wide range
of customization options helps its young, urban target group in
particular to express their own personal style.
Communication of Audi
• Website
• Magazine
• TV commercial
• Youtube
• Display
• Poster
• Leaflets
• Facebook page
• Apple app
• brochure
Electric Competitor Nissan Leaf
The Nissan Leaf is an electric competitor within the city.
The coming introduction of the Nissan LEAF marks a major milestone
for the future of personal urban driving. Since the introduction in May
2011 it was the only true green vehicle on the Market.
Target group Nissan Leaf is targeting on the family. The buyer of a Leaf has a
modal income and is at least 45 years old. He is intrested in technique
and is well educated. He owns his own home and drives short
distance every day.
Communication of Nissan
• Website
• Magazine
• TV commercial
• Youtube
• Display
• Poster
• Leaflets
• Free taxi
• Testdrive
• Facebook page
• Apple app
• Brochure
History BMW electric cars
A dedication to the development of sustainable mobility for more than 40 years has led to a steady series of successes.
1969: It started with the BMW
1602 used during the Olympics in
Munich.
1991: The experimental BMW E1
was used to explore the benefits
and disadvantages of the
electric drive in practice.
2004: The Lithium-ion battery solved
the age-old issues of cycle stability
and load resistance.
2009: With the MINI E Project BMW
Group is currently running one of the
largest customer field trials of
electric vehicles.
2011 : BMW Active E started to gain
more feedback on what customers
want from electric vehicles and to test
an early version of the BMW i3
powertrain.
2013: BMW i3 and i8 can be bought.
Imaging BMW
BMW is rated number 23 in the Millward
Brown top 100 and 12 in the Interbrand
top100 of most valuable global brands.
BMW is known as a brand for older
people (30-50 years old).
BMW is known as a man’s car.
BMW is most associated with social
approval and self respect.
Imaging BMW + i
BMW i is seen as the of tomorrow.
sustainable premium electric car
brand
BMW is World leader for
sustainability in the premium
segment.
BMW incorporated the Efficient
Dynamics Development Strategy
into the brand values.
The BMW i Production is High
Technology driven and
sustainable throughout the
complete production chain, with
use of light weight carbon,
aluminum and renewable raw
materials .
Global MC MIX
www.bmw-i.com
BMW i. app.
Facebook and Twitter
BMW i Ventures / collaborations
Youtube
Innovative technology, new media
and community festivals and
exhibitions in big cities.
First BMW i store in London.
International Car shows.
Innovative web and app. platforms.
BMW i electric tour, one year
seven cities (none in The
Netherlands).
BMW i
Mission:
BMW i develops visionary vehicles and technologies for the mobility of tomorrow.
YUP’s and DINKies
Relatively young successful
professional men and women
Aged 28-50
Single or in a relationship
No children
High educated
2 x model income
Financial medium burdened
Savings
Working and living in the mega
cities of tomorrow
Sportive
Behavior New cars are bought or ordered
through a lease company and
information is gathered through
car brand - and lease company
websites and social media. They
don’t necessarily need to experience
the car before buying. Cars are
mainly used for work and short
distances. The decision is based on
status and social approval.
BMW Target group profile global
BMW i focuses at Global YUP’s and DINKies living in the mega cities of tomorrow.
Knowledge They know that there will be a
shortage of fossil fuel and they also
know that there is an alternative
like driving hybrids, EV’s or using
public transport.
Attitude Status, design, social approval
and technology driven.
Specifications, connectivity and
brand are important. They are less
interested in the price.
Globally, YES. Dutch, NO.
Globally the target group of BMW i
for the i3 is a clear choose. And
their marketing communication fills
the need of the targeted group
completely.
But in The Netherlands it’s and
other ballgame.
We don’t have mega cities, our
nationwide infrastructure is
smaller which gives other
opportunities and distance
travelled by the targeted group
is different.
The more interesting group here is
the elderly group.
Questions?
Conclusion for the Dutch market
The wealthy Dutch elderly fit the profile!
Why the wealthy elderly?
They know that there will be a shortage of
fossil fuel know what pollution does to the
environment. They are willing to invest in
their personal life to make it more
sustainable, not directly for themselves
but even more for their children and
grand children.
They really want to make that effort!
They are the most wealthiest group with
the lowest expenses. And the group is
growing in the coming years.
They are the biggest group that buys new
cars and buy the most segment B cars.