Marketing BMW

Emanuel Paul Mller

 Structure
History
I. Brand Origin Strategy
II. Market Position Today
I. Segmentation
III. 7-Series Advert
II. Positioning
. Marketing Mix of III. Targeting
BMW . SWOT-Analysis
I. Product I. Strenghts
II. Price II. Weaknesses
III. Place & Distribution III. Opportunities
IV. Promotion IV. Threats
 History Today
Rapp Motorenwerke
I. Founded 1913
More Than 1m. Employees
II. Produced Military Aircrafts for WW1 I. Subsidiaries in over 40 Countries
III. BMW Created 1917

. Parent Company to Mini &

. Production of Rolls Royce
Automobiles 1929

. Strong Market
Presence~100 countries
I. Leading Car Manufacturer amongst
Daimler & GM
II. Pioneer in Technological Progress
 Segmentation
Account
for70% of
Sales

Industrialise 40.000->
d Nations upwards

Aged Families,
between 25- Yuppies
50
Feel-Good- Exclusivity,
Factor Peformance,
Prestige,
Quality
 Targeting

Families; Social Modern Mainstreams

Concious; Open- Active, Consider BMW
Minded Professionals as Too Expensive;

High-Earning Innovators-> Artists,

Entrepreneurs, Architecs; Highly
Individualistic
 Positioning
Exclusivity

Quality

Performance

Technologically
Advanced
 Product
Luxury Segment High Quality

Big Range of Products

Satisfies great Variety of Customer-
Segments

Products: 1, 2, 3, 4, 5, 6, 7, X, Z4, M, i,
Motorbikes, Mini Cooper and Rolls
Royce
 Product Differentiation
Form

Features

Performance

Reliability

Style

Service
 Product Variation
Improving Existing Product
Adapt to Changes in Customers Needs
Product Relaunch Extend the
Lifecycle
 Price
Premium-Pricing Strategy -
Products Range from 23.000-140.000

Positive perceptions Marketing

Costs
Image, Quality, Comfort
Extra Charge for Premium Quality
I. Interior, Touring Models, Extra Comfort
II. Electronic Systems, Engine, Sport Versions
 Place
Head quarters Germany

Operates in over 100 countries

4.400 Dealers Worldwide

Fully Authorized by BMW
Cars Sold in Showrooms
Selling New and Used Cars
Offer Service and Sell Parts
 Why Car Dealerships?

Reduced capital 25 million dollars

Marketing partners
Brand Image
Lean Distribution
Showrooms often in Premium Parts of
Urban Cities
Network of Service Centers ->BMW
Connected
 Promotion
TV-Ads
I. Sleek
II. Higher Quality
III. Focus Entirely on Cars
Product
IV. Effective Slogan Promoting Placement
I. TV-Shows
. Press
I. Magazines
II. Movies
II. Regional Publications III. Sports
III. Sales Literature IV. Showrooms

. Online
I. Pop Ups
II. Web Links
 SWOT
Strenghts
Geographical Coverage
Great Brand Image Reputation
Premium Car Brand
Understanding of Customers Needs
Heavy Research & Development
Investment
Weaknesses
Perception of Very High Prices
High Cost German Manufacturing &
Development Base
Very High Costs for Marketing
Opportunities
EU Expansion(More Market-Share)
Growing Demand for Green Cars
Customers Want Cheaper Cars
Growing Demand for BMW in China
Threats
Decline of Dollar against Euro
(tendencie)
Economic Crisis
Rising Prices of Raw-Materials
Growing Competition in the Sector
(Tesla)
? Questions ?
 Sources
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http://www.bmw.de/de/topics/faszination-
bmw/connecteddrive/ubersicht.html