Beruflich Dokumente
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Submitted by:
MANGESH PATIL| PAWAN JAGNIK | SUMAN KUMAR SAHA MAHTAAB KAJLA | NILA LOHITA | VARDHAN SINGH Integrated Marketing Communication
Group II (IMC-A)
Phases Involved
Product placement in Golden Eye (2 seater BMW Z3 Roadster)
Phase I
Integrated Marketing Communication
Phase II
Persona fit
James Bond
Perfect built Handsome Sexy Wealthy Resourceful Adventurous Fun Loving Controller of destiny
A perfect personality fit A bond movie for product placement would be perfect opportunity to reinforce its brand image
Integrated Marketing Communication
Assignment Question
What are the strategies and elements of the Z3 launch campaign (phase 1). What are the benefits and risks?
Message Decisions
American feel Made by BMW (Spartanburg)
Objective Setting
Sales Objective Communication Objectives
Budget Settings
Advertising Evaluation
Sales impact Communications Impact
Media decisions
Co-launch with another brand (James Bond) Other 6 Non Traditional Methods
BMW-MGM Partnership
Product placement in Golden Eye which was more of Co-Launch as the two marketers would jointly promote New James Bond(Pierce Brosnan), the Golden eye movie and BMW Roadster
BMW covering costs for prototype vehicle and supports Z3 as Bonds new car MGM Agreed to promote Z3 in Golden eye movies, previews and teasers
Neiman Marcus Catalog Offer Limited promotion through catalogue Exponentially increased number of order placed(100 units in 2 days) then expected numbers(20 units over 3.5 months) Ability to make impression on customers Overall by Christmas Neimans had received 6000 orders
Exhibit 4: Z3 Roadster Neiman Marcus Christmas Catalog Offer
BMW Internet Site Build your Own Roadster providing ownership and feel to consumers Increased brand equity (Increased number of hits i.e. 35,000 per day to 1,50,000 per day) Authenticity to technology used due to association with apples technology on web portal Virtual view of car
Reaching out to wide audience through TV The Tonight Show Exclusive promotion to both Golden eye and BMW Z3 Though it was a calculated risk but even that went well
Radio DJ Program Innovative ideas Used by DJs for getting word of mouth publicity
Selection of target audience was carefully done based on DJ personality, show content and listener demographics Event was too successful in getting the brand into conversational milieu
Benefits
- Greater Impact and more credibility to campaign - Wider audience was attracted - Persona match with James Bonds character provided a new feel to the brand
Risk of failure High level of freedom given in some campaigns could have ruined the whole image Hugh dependence on buzz generated through the movie could have backfired
Risks
Assignment Question
Would you consider Phase 1 campaign successful? How would you measure?
Risks of Phase I
Risk of failure of the Bond movie Risk of hype not being generated if sufficient exposure is not given Would the increased order bank create a problem Jay Leno did not sow his intent unsure of what is to be expected DJ Program was a 11th hour commitment
Integrated Marketing Communication
Assignment Question
What should be done in phase 2? Develop various programs/ elements for phase 2 campaign.
Challenges in Phase II
Since much of the excitement is already achieved, phase 2 must entirely focus on following
Sustaining Interest
Continue some of the Non-Traditional Methods from Phase I Continue the James Bond TV advertisement till the movie hype lasts It has resulted in excellent brand recall & hence should be continued till the movie hype lasts After that, BMZ can create a new ad campaign that will highlight high performance & exclusive features of the Z3
Print ads
They must focus on exclusivity, style & elegance of Z3 Since Z3 is placed at an attractive price within its segment, ads must also have a mention of price to entice the potential customers
Sustaining Interest
Include new Non-Traditional Methods Include image of Z3 on the cover of Golden Eye DVD in order to maintain the association with James Bond
This will help in maintaining the visibility & associations created during the 1st phase of promotion
Introduce the car in the video game Need For Speed to generate buzz among youth
Product placement in games will also boost visibility during the second phase of campaign
Sponsoring a TV show
Sponsoring a TV show which shares attributes of Roadster can help in including the product mention in the entertainment program itself
Conversion to Sales
Conversion to Sales