Current Market Position
• Jumlah penjualan BMW di Indonesia mencapai pertumbuhan sebesar 40% di bulan Agustus 2012
• Penjualan BMW X1 meningkat sebesar 200% di bulan Agustus 2012
• Menempati posisi kedua penjualan terbanyak kategori Premium Car di Indonesia
• Mendapat penghargaan Autobild Indonesia Award Best Compact Luxury SUV-BMW X1 2011
• Meraih penghargaan ”The World’s Most Sustainable Car Maker”
• Saat ini BMW Indonesia memiliki 16 dealer dan 2 BMW studio
Target Market Analysis
BMW X1
BMW X1 facelift in New York Auto Show 2012
BMW X1 Facelift 2013:• New modern & bold lamp (LED & Xenon)
• New gril with chrome accent • New redesigned awesome bumper
Category: Sport Activity Vehicle (SAV), Compact Sport Utility Vehicle (SUV)
Series: sDrive18i Business(CKD), sDrive18i(CKD) Executive and sDrive20(CBU)
Engine: 1.995cc, Petrol and Diesel, 4-Cylinder, valvetronic
Positioning: Premium SAV/SUV
Brand Personality: Urban, symbol of status and success, eco-friendly and efficient fuel consumption
Branding Campaign: “Story of Joy”
Price: IDR 489 – 639 million
Competitor Analysis
Price
Joy Level
X1
Outlander
Q3
CX 5
Hadir Tahun 2014Informasi Rinci masih belum tersedia
GLA
Q3
GLA
Competitor Analysis
Price
Joy Level
X1
Outlander
CX 5
Efficient Dynamic four wheel drive, x-drive
489 juta– 639 juta
Pemuda
X1
Competitor Analysis
Price
Joy Level
Outlander
CX 5
GLA
Quattro all wheel drive
525 juta
Pemuda
Q3
X1
Q3
GLA
Competitor Analysis
Price
Outlander
CX 5
Bi-xenon dan auto leveling lamp
Skyactive tech
375 juta – 410 juta
Joy Level
Competitor Analysis
Price
Joy Level
X1
Outlander
Q3
CX 5
GLA
Super wide range HID heap lamp
Female friendly
289 juta- 325 juta
Strong Brand in premium class
SWOT Analysis- Memerlukan tambahan pencitraan untuk meningkatkan Brand Personality
Website lengkap, tetapi terlalu padat, banyak detail kata dan teknis. Kurang konten interaktif
Excellent perceived quality dalam hal engine
Luxury affordable
Trend positif dalam penjualan BMW, khususunya seri X1 yang naik 200% (Agustus 2012)
Segmen premium compact SUV/SAV masih sepi pemain / kompetitor
Bisnis Indonesia, Jum’at 5 Oktober 2012
OBJECTIVESOur aim:• Build High Brand Equity that
targeted young generation• Encourage people to test drive• Maximizing branding campaign
to generate more sales• Having “true friends” customer
Flanking strategy for dominate market share:• Dominate in uncontested area • Unexpected or surprising strategy• Increase promotion, good positioning
and increase channel/distribution
MayAprilMarchFebruaryJanuary 2013December
BMW X1 Marketing Roadmap
Public Relation
Youth Media and Forum
Gathering for Launching
BMW X1 facelift
BMW “Joy Shooting “ & test drive with Iko Uwais
RegularActivities
Dian Pelangi Fashion Show & introduction
BMW X1 facelift
Online Media
Print and Outdoor
ad
AT
LB
TL
HireBrand
Ambassador
Improving and maximizing the use of online media
Photography competition “Joy for the Young”
Advertise in Grand Indonesia Shopping Town and Hotel Indonesia
Advertise in youth media, business and entrepreneurshipmagazine
Community Gathering
May May April April
Objective- To promote and communicate Branding Campaign in online media
Time Line
Concept
• Utilize social media
• Establish microsite to promote campaign of BMW X1
• Advertising in high traffic online media (based on alexa rank) such as www.kompas.com
• Advertorial thread in large and high class forum/community such as www.darahkubiru.com
• Establish forum/community for BMW X1 user with sophisticated web design
March MarchFebruaryFebruary January 2012 January 2012DecemberDecember
ItemsPromotion Tools (example)
Concept development Social media improve-ment Ads online
Estimated Budget : IDR 100.000.000
Microsite development Forum/community website devel-opment
Community gathering (Kopi Darat)
Improving and maximizing the use of online media
Beriklan di MajalahOBJEKTIF: Memahami lebih spesifik target pembaca dan beriklan dimana pembaca/potential customer yang utama berada
BENEFIT: • Tepat sasaran pada pembaca yang diinginkan• Grafik display yang bagus membuat
pembaca lebih tertarik dengan produk
BENTUK ADVETORIAL
Mengedukasi secara detil serta
keunggulan produk,
memberikan gambaran nyata kepada pembaca
Time LineTime Line AprilMaretFeb
ObjectiveObjective - Melanjutkan hubungan kerjasama antara Pertamina dan BMW- Memperluas dan memperkuat brand awareness
ConceptConcept
- Memasang banner di 15 SPBU ternama di daerah Jakarta serta Kota-kot besar lainnya, seperti Surabaya dan Bali.
- Pertamia Dex sebagai official fuel
BMW X1 (diesel) yang mendukung BMW EfficientDynamics
BannerBannerItemsItems
Banner
Brief Agency Negotiation with media Photographer and BMW X1 user Print Ads and social media
ObjectivePublic grab attention towards BMW user gatheringTo create WOM effect
Time Line
Concept
- BMW User communty kong kow – kong kow bareng di daerah Hotel Indonesia.- Journaslist atau media diajakUntuk meliput event ini- Menunjukkan rasa kekeluargaan sesama BMW user
Kongkow – Kongkow BMW X1 User di parking area Plaza Indonesia
Tools
Execution and planning the next kong kow2 event
Items
MayAprilMarchFebJanDec
Dian Pelangi Contract Negotiation with mall ,(Fx Sudirman) and Plaza Indonesia Print Ads
Objective Public grab attention towards fashion show Strenghten the image of BMW X1 is masterpiece not only for man but also for women
Time Line
Concept
Method : Dian Pelangi Fashion Show while Launching BMW X1 Facelit. Place : @ Fx Sudirman and plaza Indonesia.Theme : “Joy’s towards stlye & fashion”
Show that BMW X1 Modish and fashionable for “Youth “.
Dian Pelangi Fashion Show & Launching BMW X1 facelift
Promotion tools
Execution days
Items
MayAprilMarchFebJanDec
June June May MayTime LineTime Line
ConceptConcept
April April March March Februay FebruayJanuaryJanuary
ItemsItems PreviewPreview
Budget : IDR 50 Juta
Perkenalan BMW X dengan kegiatan menembak bareng Iko Uwais dan test drive
Iko Uwais menemani peserta menembak sambil merepresentasikan BMW X1
Iko Uwais harus bisa mendapatkan “customer insight”
ObjectiveObjective- To create worth of mouth (WOM) effect- To experience with BMW X1- To create strong image that BMW is gentle.
Photo Competition