Mini Cooper
Introduction
“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).
This report aims to analyse the current marketing communication activities for one of the most recognised brands in the UK and the world, MINI Cooper. The first part includes some background information and after that the report follows the planning framework provided by Fill (2005) including: context analysis for the brand; objectives; communications strategy; communications mix; scheduling and implementation; resources; evaluation and control. The last part includes recommendations taking into consideration the current market situation and the global economic environment.
Table of contents:
Table of contents: 2
1. Background 3
2. MINI in context 4
2.1.1. Segment characteristics 4
2.1.2. Levels of awareness, perception and attitudes towards MINI 4
2.1.3 Involvement 4
2.2. The business context 5
2.2.1 Corporate/marketing plans 5
2.2.2 Brand analysis 5
2.2.3 Competitors 5
2.3 The internal context 6
2.3.1 Financial constrains 6
2.3.2 Organisation identity, culture, values 6
2.3.3 Marketing expertise 6
2.4 The external context 7
3. Objectives 7
5. Marketing communication strategy 8
5.1 Pull strategy 9
5.2 Push strategy 9
5.3. Profile strategy 10
6. Communication mix 11
6.1 Advertising 11
6.1.1 TV/Cinema 11
6.1.2. Outdoor 11
6.1.3. Website/on-line advertising 12
6.2 Direct marketing 12
6.3 PR 13
7. Scheduling 14
8. Resources 14
9. Evaluation 14
10. Recommendations 15
References: 17
Appendix 2 21
Appendix 3 22
Appendix 4 23
Appendix 5 24
Appendix 6
“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).
This report aims to analyse the current marketing communication activities for one of the most recognised brands in the UK and the world, MINI Cooper. The first part includes some background information and after that the report follows the planning framework provided by Fill (2005) including: context analysis for the brand; objectives; communications strategy; communications mix; scheduling and implementation; resources; evaluation and control. The last part includes recommendations taking into consideration the current market situation and the global economic environment.
Table of contents:
Table of contents: 2
1. Background 3
2. MINI in context 4
2.1.1. Segment characteristics 4
2.1.2. Levels of awareness, perception and attitudes towards MINI 4
2.1.3 Involvement 4
2.2. The business context 5
2.2.1 Corporate/marketing plans 5
2.2.2 Brand analysis 5
2.2.3 Competitors 5
2.3 The internal context 6
2.3.1 Financial constrains 6
2.3.2 Organisation identity, culture, values 6
2.3.3 Marketing expertise 6
2.4 The external context 7
3. Objectives 7
5. Marketing communication strategy 8
5.1 Pull strategy 9
5.2 Push strategy 9
5.3. Profile strategy 10
6. Communication mix 11
6.1 Advertising 11
6.1.1 TV/Cinema 11
6.1.2. Outdoor 11
6.1.3. Website/on-line advertising 12
6.2 Direct marketing 12
6.3 PR 13
7. Scheduling 14
8. Resources 14
9. Evaluation 14
10. Recommendations 15
References: 17
Appendix 2 21
Appendix 3 22
Appendix 4 23
Appendix 5 24
Appendix 6
References: As Fill (2005) argues the context analysis of the brand is the first and crucial step in the planning process. 2.1.1 2.1.2. Levels of awareness, perception and attitudes towards MINI As Keller (1993, p When establishing the strategy in September 2007 two new divisions have been created: “Corporate and Brand Development” and “Purchasing and Supplier Network” divisions (BMW Group, Annual Report, 2007). Corporate objectives: “The BMW Group is the leading provider of premium products and premium services for individual mobility”, (Reithofer, 2007, Press Conference on the Strategic Realignment of the BMW Group) “[…] the main focus here is to place profitability and earnings quality at the forefront”, (Reithofer, 2007, Press Conference on the Strategic Realignment of the BMW Group). The five-year marketing plan aims: (Reithofer, 2007, Press Conference on the Strategic Realignment of the BMW Group) Marketing communications objectives: