Launching the Bmw Z3 Roadster Essay Example
APRIL , 2010
CASE 7: LAUNCHING THE BMW Z3 ROADSTER
Shift in Marketing Strategy
The introduction of the Z3 Roadster provided BMW’s marketing team the exciting opportunity, not only to promote a great new product, but to change their entire corporate image. The Z3 appealed to a new target market; and the marketing approach needed a shift from traditional to non-traditional.
Z3’s target market was defined in psychographic terms, as opposed to the more traditional demographic terms. Potential buyers included those who were interested in unique image statements, those who had always dreamed of owning a roadster, and those who desired to express their individuality. The target market included individuals within various life stage-defined segments. Reaching this market required a new and creative marketing strategy.
Strategically, the Z3 launch was vitally important. BMW had recently built a $600 M plant in Spartanburg, South Carolina – and needed to pay for it. BMW was challenged with creating a new “made in USA” image in order to target franchise expansion toward more youthful groups.
Non-Traditional Marketing
BMW’s new strategy was a completely new marketing approach with new risks and new benefits; you could call it a paradigm shift. The biggest risk in non-traditional marketing is the loss of control. Unlike in traditional marketing, where the message is created by the marketing team, non-traditional marketing more heavily relies on word of mouth. The problem is that people say whatever they want. It’s far more difficult to control the message with a non-traditional marketing strategy.
Further, there’s no guarantee with non-traditional marketing. The car may or may not make it into the movie; Jay Leno may or may not say nice things about the car; the press may or may not pick up on the story. In comparison, if a company designs and purchases a print ad, it’s a guarantee.
On the upside, non-traditional marketing is less costly and
CASE 7: LAUNCHING THE BMW Z3 ROADSTER
Shift in Marketing Strategy
The introduction of the Z3 Roadster provided BMW’s marketing team the exciting opportunity, not only to promote a great new product, but to change their entire corporate image. The Z3 appealed to a new target market; and the marketing approach needed a shift from traditional to non-traditional.
Z3’s target market was defined in psychographic terms, as opposed to the more traditional demographic terms. Potential buyers included those who were interested in unique image statements, those who had always dreamed of owning a roadster, and those who desired to express their individuality. The target market included individuals within various life stage-defined segments. Reaching this market required a new and creative marketing strategy.
Strategically, the Z3 launch was vitally important. BMW had recently built a $600 M plant in Spartanburg, South Carolina – and needed to pay for it. BMW was challenged with creating a new “made in USA” image in order to target franchise expansion toward more youthful groups.
Non-Traditional Marketing
BMW’s new strategy was a completely new marketing approach with new risks and new benefits; you could call it a paradigm shift. The biggest risk in non-traditional marketing is the loss of control. Unlike in traditional marketing, where the message is created by the marketing team, non-traditional marketing more heavily relies on word of mouth. The problem is that people say whatever they want. It’s far more difficult to control the message with a non-traditional marketing strategy.
Further, there’s no guarantee with non-traditional marketing. The car may or may not make it into the movie; Jay Leno may or may not say nice things about the car; the press may or may not pick up on the story. In comparison, if a company designs and purchases a print ad, it’s a guarantee.
On the upside, non-traditional marketing is less costly and