Bravaria Motor Works

Z3 ROADSTER

Group No. 9
Abhishek Vashishth 1402001
Kaushik Yadav - 1401055
Subburam S 1401047
Suresh Bhasin - 1401049
Varun Prabhat Soreng - 1401052

INTRODUCING BMW Z3
Brand repositioning from Yuppie Status Symbol to Ultimate
Driving Machine
Decline of Motorcycle market in 1992
Surgical transplantation from Germany to U.S.A
To become a truly global brand
To create a cushion against international monetary fluctuations
To develop new relationships in North America especially
Roadster Z3 was the perfect fit with BMW positioning of
Driving Excellence
Evoked BMWs heritage
Embodied the spirit of the company
Objective of launch was 2 fold
to motivate & stimulate dealer network
to build an order bank for Spartanburg Plant

Roadster Introductory
Marketing Plan
Central Goal of Launch:
Expand BMW Franchise
Rejuvenate BMW brand by positioning Z3 in American culture
The launch plan budget was split 40:60 between Traditional & non
Traditional Element
Focused on

non traditional marketing: given Psychographic

Segmentation
Targeted Demographic Segment: Lover of Life mindset
Multi media communication channels were used
Wanted customers to hear message in many voices rather than

Phase I Traditional
Marketing
TV & Print Advertisement

Phase I Non Traditional

Marketing

Placing Z3 in a movie

Movie becomes more realistic apparently

Manufacturers look for exposure & visibility (Young & Foreign
people)
Effective way of building Brand Equity
Risk associated is very high
BMWs deal with MGM - capable of reinforcing BMWs brand image
The deal was a perfect co launch
BMW agreed to invest in advertisement to support Z3 as James
Bonds new Car
MGM agreed to place Z3 in Goldeneye - Preview & Trailer)

Video

Advertising Decisions
Media
Decisions

Multi media
channels used

Advertising
Evaluation

Objective
Setting

Budget
Decisions

Use of
Traditional &
non Traditional
Marketing

Sales

Movie decision
was cost
effective

NTM being cost

effective

15% of viewers
recall the ad
which is the
highest figure
ever

Message
Decisions

Successful
BUZZ creation

To make it
word of
mouth

Booking
increase to
9000 as
earlier
envisaged
was 5000

Communicati
on

Cost Effective
Non Traditional
Marketing

Integrated Marketing
Co
Launch
with oo7

Go
Vide
o
Tonig
ht
Show

TV
Ads

Non Traditional
Marketing

Traditional
Marketing

Print
Medi
a

Premie
r
Shows

Radi
o

007
Kits

Online & Field

Marketing
Centr
al
Park

Catal
og
Offer
Websi
te

Phase II Key Challenges

How to sustain the interest created in phase I ?
How to maintain the Buzz created by phase I marketing
?
How to materialize the interest & excitement of the
targeted market into Sales ?

Probable Solutions*

Connecting & Maintaining relationships with customer

by direct marketing
Get married: Conversion of purchased decision into
relationships

Point of
infatuatio
n
Ge
n
exc erati
item ng
buz
ent
z, v
,
isib
ility

Excitement

From Excitement to Sale !

Phase I

Desired End-State:
Purchase

Possible End-State:
Brand forgotten
Time
Phase II

What shall be done now?

Should BMW continue with Non Traditional Marketing or
not ?
Should it
Non Traditional Marketing suits best for their targeted
Market Segment
BMW Z3 Roadster being a high involvement product &
looking to its Psychographic Segment innovative
marketing leaves a deep impact

Should not it
However, same way can not be repeated as it will loose

Thank You

Back Up Slides

Phase I Marketing
Traditional Marketing :