Bmw-Advertising-Strategy
BMW
Advertising & Marketing Strategy
The Ultimate Driving Machine
Draft Agenda
Introduction Marketing Overview Advertising Overview Target Audience Marketing Channels Advertising Campaigns Competition Analysis
Introduction
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
Marketing Overview
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
Advertising Overview
BMW s advertising strategy is based on four concepts:
Core brand value Sniper Strategy Centre of Gravity BMW tone of voice
Promotion Slogans
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.'
Target Audience
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,
Advertising & Marketing Strategy
The Ultimate Driving Machine
Draft Agenda
Introduction Marketing Overview Advertising Overview Target Audience Marketing Channels Advertising Campaigns Competition Analysis
Introduction
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
Marketing Overview
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
Advertising Overview
BMW s advertising strategy is based on four concepts:
Core brand value Sniper Strategy Centre of Gravity BMW tone of voice
Promotion Slogans
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.'
Target Audience
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,