BMW is A German automotive manufacturer with sales in Europe, Germany and US Markets. In the late 1980’s, BMW looked for ways to redefine itself to American car buyers, and to ultimately build the well-regarded company into an iconic brand with an increased market share in North America. The answer came through the marketing department in the form of BMW Films, a cutting-edge marketing strategy that redefined the relationship between product advertising and creative media. The Film approach also led to impressive bottom line results and a redefined the company’s brand image.
Nearly a decade later, the firm struggles to build on the success established by BMW Films. The company’s ultimate goal is to continue increasing volume of U.S. sales to 300,000 cars sold per year; support new product introductions and cement its brand among its target audience who they identify in the case as “people who tended to be leaders, who worked hard, played hard, and achieved a lot very early in life.”
Thanks to the success of BMW Films the company has a great start. However, several problems need to be recognized in order for the company to move forward with an encore strategy to BMW Films:
1. Consumer audience is elusive and expects to be impressed. BMW needs an outstanding marketing encore to capture the attention of the key audience.
2. The BMW films campaign changed the marketing from a push to a pull strategy. The next marketing campaign must continue to get shoppers to “drive’ themselves into the brand. The campaign needs to provide easy opportunities for potential customers to learn more about which BMW is right for them.
3. Needs to continue to build the next generation of BMW buyers, the brand needs to continue to be seen as relevant and cutting edge. Also, the brand must be seen as unique and superior to the competitor brands.
4. The company has limited marketing dollars and must not be satisfied with diminishing returns.
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