Marketing I : Professor Ian Fenwick | BMW Films Case Analysis | | | Chalit Borwonnauwarux D540010 | |
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