Bmw Films Case Analysis

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Marketing I : Professor Ian Fenwick
Marketing I : Professor Ian Fenwick
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BMW Films Case Analysis|
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Chalit Borwonnauwarux D540010|
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Executive summary
BMW face though competition in US market after try to improve the situation by introduce number of new model to the core series, adjust pricing so it can compete, reorganize the dealer network and introduce new series of car to the market. Now we have a chance to focus on brand campaign call “BMW films” which is very successful campaign base on number of people who visit the web site and number of people who want more information about BMW. After analyze the data I found that viable option for management should do after very successful BMW films campaign is to utilize the film more by spreading and make more people see the film. We also can make people get DVD of the film if they go to the BMW dealer and this will show how we improve our dealer. This will only last for short term since the impact will be decrease as time goes by. My purpose for long term plan is for BMW to launch new BMW 1 series, which is design to be to capture younger customers. From data of people who visit bmwfilms.com website younger generation is also interested to buy our car but they can’t because of price barrier. I want to introduce new coupe for this new market segment. BMW films Analysis

In BMW films we shift from what we normally do which is push strategy to pull strategy and emprise more on what make a BMW a BMW focus on branding only. To measure it success, movie quality is not the main measure of success, I will look at it from 3 perspective viewer data, target group and brand image. In this analysis I will make Lexus and Mercedes as main competitor because from data in chart1 and Chart 2 we can see that a lot of BMW owner switch from BMW to Mercedes and they switch to buy another car not to truck or SUV that BMW didn’t have. For Lexus they are the next brand that customers of BMW switch to in luxury segment and in term of volume they are number one in this market segment. While their car are at lower price point but they triple media expenditure compare to BMW, while Mercedes is spend twice compare to BMW, try to defend and counteract to Lexus is important or otherwise Lexus brand may surpass BMW in north America too. First I will focus on data that we collected from user who watch the film from website so we can see how many people are watching each movie and then judge whether target customer, both current and prospect, is watching this film. From data in chart 3 we can see that number of user who came in and watch movie is over 9.6 million views we also got almost 2 million visitors. The most important thing that we get from that is data for both current target market and prospect customer in the future and in that we found that around 30 percent of user who register already own luxury cars, some may argue that data that have been put in may be fake. Even so the number of data that we gather is a lot, if we cut half of them as fake, we still get one million prospect customers and we get 300 thousand luxury car owners. We got around 1.2 million user who want email update and if we run campaign again this group will also tell their friends about that ,if manage well, they may turn in to brand ambassador protect BMW brand. Another way to make sure accuracy of data is to cross check name and address with current BMW customer database and see how many of them are match. This campaign may attracts younger audience the average age is only 31 compare to average age of BMW owner which is 46 years old and have less average income only 88,000 compare to 150,000 but one thing that you need to keep in mind is most of BMW owner when they want to buy new car they still prefer BMW if we can persuade younger generation to buy BMW 3-series as their first car there are very high chance that they will upgrade to BMW 5 series and 7 series when their salaries...
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