BMW CASE ANALYSIS

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1. Was the BMWFilms idea a good one?

It is a good idea per se. The “buzz” surrounding the films effectively contributed to BMW’s brand mystique. Consumers are used to treating ordinary advertisements with skepticism and distrust but perceiving short films to be entertaining. The relatively hard access to the film guarantees the demographic target of the viewers (the young generation). This hopefully protects the old rich customers (BMW’s most loyal and most profitable customers) from watching the films, as they are a little too conservative to accept something so edgy. It might not be a good idea in the long run. It did not successfully target the typical BMW buyer (which has been refuted above). At the moment it is too trendy (as the opposite of “classic”) to last long.

How successful has the campaign been?

The film has got about 10 million click-throughs among young people and most viewers recommend them to friends, so the campaign is sensational to some extent. With the modest budget for media expenditure, BMW has got a nice bang for its marketing buck.

2. What was the motivation behind the idea?

To deliver the message to the gonna-be dudes that BMW is a cutting-edge brand and that it is not a car for your parents, it is a car for you, since the more associated a brand with the aging generation, the more repulsive the young generation feel about the brand.

Who was the target market for the BMWFilms campaign?

Young, highly educated, gonna-be-rich trend-followers.

3. Describe the typical North American customer.

North American customers are (lazy) hedonists who seek for high quality of life. A little change of a car, e.g. one-touch windows and cup holders will be a big difference to them.

How does BMW’s U.S. customer base compare to that of its competitors?

The company’s customer base rages from up-and-coming young professionals with

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