BMW: THE ultimate driving machine

BMW: THE ultimate driving machine

This presentation is submitted by Kanishk Mishra, IIT (BHU) Varanasi

About BMW:

A German word Bayerische Motoren Werke stands for both luxury and performance.

Founded in 1916 to manufacture aircraft engines

Its product-line:The

Product Line:BMW’s full range of cars include the 1 series,3 series, 5 series, 6 series,7 series and M series in sedan.

In SUV’S , it provides X3 SUV, X5 SUV, X6 SUV and roadster.

BMW Strategy Of Marketing:

Target Marketing The company targeted the growing

markets of baby boomers and professional yuppies ( who wanted a car to showcase their success).

The company launched X5 by targeting “UPPER LIBERALS” and who takes up extracurricular activity like golf, skiing etc.

BMW Strategy:BMW use a variety of different promotion techniques, most obviously advertising. BMW advertising has always focused entirely on their cars with same advertising company, WCRS being the used since 1979.

Outdoor campaigns such as high impact motor shows are used for product launches and branding. Sales literature, brochures, price lists and POS materials are other marketing activities that they are involved in. 

They have also started advertising online with pop-ups and web links to related pages.

Strength:Strength::: Brand reputation Environment friendly vehicles Quality products Highly skilled workforce Corporate Social

Responsibility (CSR) Strong brand presence in

China

Weakness:

WeaknessHigh level of vulnerability to the future economic crises due to premium pricing strategy

Lack of strategic partnerships compared to the competition

Damage to the brand image due to air bag issue

Emergence of new competition from emerging economies

Areas Of Improvement: Increasing revenues through more emphasis on electromobility

Formation of strategic alliances with other automobile companies

Launch of BMW 9 Series generation

• Increasing presence in Chinese market

Engaging in product diversification

Marketing Excellence:BMW uses wide range of advertising tactics to reach each of its target markets but maintaining the tagline “ The Ultimate Driving Machine”.

The company’s has always given preference to the high class people.For this segment of people it redesigned its 3,5 and 7 th series car to make them unique in appearance and maintaining its performance.

During recession:The company’s new car sales during the year 2008 was badly affected by recession, it reduced by 15%, while in 2009 it slipped by 4.7%The company was clear of managing customer satisfaction during recession and hence it was able to overcome the recession period.There was a slogan given at that time “Recession in the rearview mirror, BMW is back in the fast lane.

Future:BMW’s vision next 100 concept car suggests that company is keen to create one product that can handle two extremes: the driverless and the driver operated cars.The company is describing it as a “customized vehicle that is perfectly tailored to suit the driver’s changing needs.

Future:BMW’s vision next 100 concept car suggests that company is keen to create one product that can handle two extremes: the driverless and the driver operated cars.The company is describing it as a “customized vehicle that is perfectly tailored to suit the driver’s changing needs.

Green Technology: The BMW has invested heavily in green technology

and alternative drivetrains. Some of the examples are i3 ev with optional range

extender and the i8 plug in sports car have enjoyed better sales.

The “Grune Lenkrad” for environmentally friendly technologies, the world green car of the year for car BMW 118d are some examples.

Summary: We have covered the following topics: About Brand The sales of BMW all over the World Its marketing Strategy Strengths and Weaknesses Marketing Excellence Its Future technology About Its strategy

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Summary: We have covered the following topics: About Brand The sales of BMW all over the World Its marketing Strategy Strengths and Weaknesses Marketing Excellence Its Future technology About Its strategy

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