Advertising & Marketing Strategy
The Ultimate Driving Machine
Introduction Marketing Overview Advertising Overview Target Audience Marketing Channels Advertising Campaigns Competition Analysis
BMW is Bayerische Motoren Werke Industry :Automotive industry Founded :1916 Founder: Franz Josef Popp Headquarters: Munich, Germany Products : Cars, Aircraft engines, motorcycles Employees : 96,230 Subsidiaries :Rolls-Royce Motor Cars, Mini, BMW Motorrad , Husqvarna
Consistent marketing policy, the 'market niche' strategy Branding based on four core values, which are: Technology ,Quality, Performance & Exclusivity Message of these values being portrayed in advertising campaigns BMW ads and campaigns are in response to the social, economic, environmental and competitive changes Providing the dealers with a central source for advertising, BMW ensures that all communications remain standardized as well as maintaining BMW s brand values. BMW also relies on its sensitivity to the environment
BMW s advertising strategy is based on four concepts:
Core brand value Sniper Strategy Centre of Gravity BMW tone of voice
Slogan Used A Luxury car that provides an exhilarating driving experience The Ultimate driving machine Time Frame Introduced in the year 1971 The first great opportunity Being used from past 15 years Overall brand focus and prestige Still used Focus on 7 series Still used Focus on 3 series New strategy with focus on brand, product, franchise and organization New slogan To promote sales of pre owned cars
Designed for peace of mind, Not just peace and quite BMW core values at more attainable price BMW- The smart choice
'Pre-Owned. We Swear.'
The target market for BMW includes:
Generation Xs and Dot comers Average work hard and play hard was 46 years old. Two thirds were male,
married and no children. The median income was $1,50,000.
Creative class High net worth Individuals and Professionals who earn $90,000 and above
BMW s marketing channels are as follows:
Television commercials Internet Print Event Sponsorships Mobile marketing
TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time. TV reaches viewers when they're the most attentive. It allows the company to convey their message with sight, sound, and motion, which can give their product instant credibility. It gives the company an opportunity to be creative and attach a personality to their brand.
Why Internet ?
Wide Reach Geographically, you can access local, national, or even global markets to expand Measurable Track visitation stats, conversions, paths through a website Affordable Internet Marketing is on average less expensive than traditional media Interactive Allows quick and easy communication between advertiser and visitor via filling out online forms, email, or even live chat that further increase the chance of a sale or conversion
Why Print Media?
Specific Target Audience Loyal Readerships Special Ad Positioning Credibility Long Life Span High Reach Prospective
BMW Print ad campaign
Inspiring Designs Don t Always Start on Paper -5 series Motion is our Muse- 5 series Car Seat- Mini Oftalmologist and Cardiologist adsBMW workshop, specialized medicine for your vehicle
BMW Sponsored Events
BMW Motorsport. BMW cars demonstrate their sporting genes on many important stages: 24-hour classics, production car racing, the Formula BMW junior series, and customer racing BMW Golf Sport. BMW is partner of important professional tournaments like the BMW Championship, Ryder Cup, BMW PGA Championship and BMW International Open
BMW Yacht Sport. The commitment to...