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Mini Cooper
MINI COOPER

10.2478/v10284-012-0001-3

MINI COOPER: CURRENT MARkETING STRATEGY, DIGITAL MARkETING APPROACH, THE BRAND & ETHICAL vALUES
OXANA SRIBNYAK ABSTRACT This paper aims to analyse the MINI’s case study to discover which marketing tools have best served to build a world-class iconic car brand. Using knowledge learned over the marketing course, their current marketing strategy will be analysed in detail. The second part will then critically examine the digital marketing approach of the MINI to answer the question of “what are the benefits to MINI from such a broad approach?” Drawing on the MINI case study, the paper will explore how emotions are used in marketing to build loyalty to the brand. MINI’s successful brand performance, and the spirit created by its brand, the values and beliefs of “typical MINI’s buyers” will be investigated in detail. The paper will also highlight the ethical values of the MINI Company and conclude with opinions about why some car companies put so much emphasis on conducting their business in an ethical manner.

Authenticated | 124.122.148.218 Download Date | 12/3/12 9:42 AM

CRIS Bulletin 2012/02

41

MINI COOPER

1. INTRODUCTION

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” - Peter F. Drucker Marketing affects everyone, every day, and in all areas of life. It is the key driver for bringing people goods and services they desire, and includes many different industrial activities, including marketing research, product development, organisation of resource distribution, pricing strategies, press and public relations, advertising and personal selling, a long supply chain that ends in “the sale”. Marketing influences more than just retailers and buyers, but even non-buyers, via impacts on the common environment. But to distill it simply, marketing’s main objectives can be identified as the following: “To achieve the highest possible consumption


References: Blythe, J. (2006) Essentials of marketing communications. 3rd ed. Harlow: FT Prentice Hall Harlow Jobber, D. (2007) Principles and Practice of Marketing. Maidenhead: McGraw-Hill Education. Hardey, M. (2012) ‘New vision: capturing digital data and market research’, International Journal of Market Research, 54(2), pp. 2-9. Gordon, R. (2012) ‘Re-thinking and re-tooling the social marketing mix’, Australasian Marketing Journal, 20(2), pp. 113-178. Josiassen, A., Assaf, G. and Karpen, I. (2011) ‘Consumer ethnocentrism and willingness to buy: Analyzing the role of three demographic consumer characteristics’, International Marketing Review, 28 (6), pp. 627-646. Drucker, P. (2006) Classic Drucker: The Man Who Invented Management. Boston: Harvard Business School Publishing Corporation. Kapferer, J. (2004) The new strategic brand management. London: Kogan. Maklan, S. and Klaus, P. (2011) ‘Customer experience: are we measuring the right things’, International Journal of Market Research, 53 (6), pp. 23-29. Onkvisit, S. and Shaw, J. (1993) International Marketing: Analysis and Strategy. New York: Macmillan. Pickton, D. and Broderick, A. (2005) Integrated marketing communications. 2nd ed. Harlow: FT Prentice Hall. Riefler, P. (2012) ‘Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin’, International Journal of Research in Marketing, 29(1), pp. 25-34. Reibstein, D., Day, G. and Wind, J. (2009) ‘The Worth of Product Placement in Successful Films: An Event Study Analysis’, Journal of Marketing, 73(4), pp. 45-47. Simm, C. and Trott, P. (2006) ‘The perceptions of the BMW MINI brand: the importance of association and historical model’, Journal of Product & Brand Management, 15 (4), pp. 228-238. Vries., L., Gensler, S. and Leeflang, P. (2012) ‘Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of the Effects of Social Media Marketing’, Journal of Interactive Marketing, 26 (2), pp. 83-91. BBC News Europe (2012) ‘Mini named lethal weather front ‘Cooper’ in PR gaffe’. [Online]. Available on: http://www.bbc. co.uk/news/world-europe-16852429 (Accessed: 18 May 2012). MINI Education (2012) About us. Available at: http://www.MINI.co.uk/about-us/ (Accessed: 11 April 2012). McMains (2012) ‘4 Shops Advance in Mini Cooper Review’, AdWeek. [Online]. Available on: http://www.adweek.com/ news/advertising-branding/4-shops-advance-mini-cooper-review-138842 (Accessed: 18 May 2012). The MINI Story (2012) About us. Available at: http://www.MINI.co.uk/about-us/MINI-story/ (Accessed: 15 April 2012). BMW Principle Sustainability (2012) Our philosophy. Available at: http://www.bmw.com/ (Accessed: 21 April 2012). Car Franchise of the Year Award (2012) Motor trader. Available at: http://www.motortraderawards.com (Accessed: 19 April 2012). Ministry of Ownership (2012) It knows what your future holds. Available at: http://www.MINIstryofownership.co.uk/ (Accessed: 17 April 2012). Thrence, A. (2010) Advertising, Promotion, and other aspects of Integrated Marketing. Google Books [Online]. Available at: http://books.google.cz/books?id=wUB9cczGxiAC&printsec=frontcover&dq=Integrated+Advertising,+Promot ion+and+Marketing+Communications&hl=cs&ei=E8SeT_zGKsLjtQbo_7iPAQ&sa=X&oi=book_result&ct=bookthumbnail&resnum=4&ved=0CEEQ6wEwAw#v=onepage&q=Integrated%20Advertising%2C%20Promotion%20 and%20Marketing%20Communications&f=false (Accessed on 04 May). The Italian Job (2003) Directed by Gary Grav [DVD]. USA: Paramount Pictures. http://www.minispace.com/en_us/ (2012) (Accessed on 01 May). Vranica, S. (2010) ‘Ad Recovery Picks Up Speed’, Journal of Media & Marketing. [Online]. Available at: http://online.wsj. com/article/SB10001424052748704049904575554701849735046.html (Accessed: 18 May 2012). Authenticated | 124.122.148.218 Download Date | 12/3/12 9:42 AM CRIS Bulletin 2012/02 51 MINI COOPER APPENDIX 1 Figure 1: World GHG Emissions Flow Chart, 2012. Source: World Resources Institute. 52 CRIS Bulletin 2012/02 Authenticated | 124.122.148.218 Download Date | 12/3/12 9:42 AM
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