BMW strategy to achieve the continuity of the Mini Coopers brand was to maintain its original legacy as one of the world’s iconic vehicles ever made. Mini was first developed in the 1950’s by a gentleman named Alex Issigonis. Its original design was develop to be fuel efficient due to the global fuel shortage (Horatiu, 2012). In the early 1960’s, a guy by the name of John Cooper vision the Mini as sports car and created the very first Mini Cooper. Mini Coopers legacy since its creation in the 50’s is to be fun, powerful, compact and yet roomy enough to allow an average person to operate it comfortably (Horatiu, 2012). During the 90’s, BMW bought all rights of the Mini Cooper from the Rover Group who own the brand (Horatiu, 2012). BMW’s intent from the beginning of the purchase was to continue the original Coopers legacy and decided to relaunch the Cooper line 2000. The brand of Mini Cooper became a global symbolic illustration and BMW wanted to maintain that Mini tradition by converting specific associations from the old model into their improved Mini brand. By doing so, BMW has maintained the continuity of the Mini Coopers original brand (Dahlén, Lange & Smith, 2010 pg.276). Marketing communications is a subcategory of marketing that consists of a marketing mix. The marketing mix, as we all know is made up of the “four P’s” (price, place, promotion and product). Marketing communications is the promotion of the marketing mix. Marketing communication mix is the strategy or tactics that businesses use to peruse it advertising and marketing communication mix (Smith, 2010 pg.274). Marketing communication mixes consist of advertising, personal selling, sales promotion, public relations and direct marketing (Smith, 2010 pg.277).
To maintain the original Mini Cooper brand legacy of being an elegant, self-confident, dependable vehicle, BMW implemented all five of marketing communication mixes. To obtain immediate response from consumers...
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