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 INTRODUCTION
u BMW established in 1913 by Karl friedrich
Rapp
u In 1918 taken over by Franz Josef Pope
u In 1918,BMW manufactured first aircraft
engine
u In 1923 it introduced first motorcycle ³R32´
which was designed by Max Friz
u In 1928 they made a small car called
³DIXI´
u Over the next decades, they launched
many successful cars
u After the world war 2,they again
started manufacturing aircraft engine
u In 1961,they launch new sports car
BMW 1500
 BMW has experienced fluctuating sales
due to the outdated image (fashion brand, fad,
yuppie)

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 Customer base & product strategy
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 Identify goals of the campaign
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 Y aluate the success of the campaign
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 ÖUES.1Critically analyze BMW ³Company of ideas´
campaign. do you think that this campaign which targeted a
new class customer was necessary

u Known for quality,performance,class

u 75% of luxury car buyers
in the U.S were not
considering BMW
u Wanted to remove stigma of
yuppie and old age phenomenon
u Compete with rival in every field
and market
u For the growth and expansion of
the company
ÖUES.2 Do you agree with the critics that BMW was losing
its soul? Discuss

u According to us by changing the

packaging one does not losses
his/her soul
u BMW wants to communicate its
independence and show its
innovation
u BMW was known for quality and it
still is.
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