CP + B Essay
Question 1: What strategy is implied? [I.e. what was CP+B’s overall plan to make the product a success? What did they establish as the brand essence? What do you think they should do for year two?]
CP + B faced many challenges in developing a branding strategy for the MINI in the United States. First, although the brand had a rich history in Great Britain and Europe, only 2% of Americans were familiar with the new MINI when it was first launched. As such, it did not make sense for CP + B to simply copy the branding strategy used for MINI in Europe, which was largely predicated on the automobile’s history on the continent. Second, the budget for the MINI was highly limited. The U.S. market for MINI would only be allocated 20,000 …show more content…
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|Highlighting its driving and performance. |Master the asphalt art in Book of Motoring |Avoid “chick car” |
| |Getting customer to take a test drive in dealershop | |
|Using male friendly media |Playboy print insert | |
|Retaining iconic look |The “bulldog” stance of the car; the “plant on roof”; |Leverage U.K. Heritage
CP + B faced many challenges in developing a branding strategy for the MINI in the United States. First, although the brand had a rich history in Great Britain and Europe, only 2% of Americans were familiar with the new MINI when it was first launched. As such, it did not make sense for CP + B to simply copy the branding strategy used for MINI in Europe, which was largely predicated on the automobile’s history on the continent. Second, the budget for the MINI was highly limited. The U.S. market for MINI would only be allocated 20,000 …show more content…
| |
|Highlighting its driving and performance. |Master the asphalt art in Book of Motoring |Avoid “chick car” |
| |Getting customer to take a test drive in dealershop | |
|Using male friendly media |Playboy print insert | |
|Retaining iconic look |The “bulldog” stance of the car; the “plant on roof”; |Leverage U.K. Heritage