BMW INTRODUCTION BMW is a German car, engine and bike manufacturing company founded in 1916 by Franz Josef Popp. From surveys of 2012 BMWs total revenue was euro76.84 billion, profit was euro 5.12 billion, and the number of employees working in BMW are 1,05,876. It owns the parent company of Rolls Royce motors and also produces and owns Mini Cars. The Brand in 2012 produced 1,17,109 motorcycles and 18,45,186 automobiles under all of its brands. It is also one of the best-selling automobile manufacturers in the world. It is been reported that 44% of the BMW automobile engines are power by diesel and 56% of the engines are powered by petrol. The company has been into various kinds of sponsorships and Public relations activities. BMW has also come up with high end bicycles which are sold through dealerships and online selling. BMW has also powered in sports cars, BMW cars have 20 of the formula races. BMW is also an engine supplier and supplies engine to Williams, Arrows, Brabham and Benetton. In june 2012 forbes.com listed BMW as the no1 most reputed company in the world. For the last eight years BMW has been ranked market leader in the Dow Jones Sustainability Indexes. COMMUNICATED IDENTITY Media has been an important role in promoting BMW products. BMW has advertised itself through various media medium such as TVCs, Press Ads, and etc. “BMW ads are not to sell the product, instead the brand. BMW usually advertise through TV commercials because BMW gets an opportunity to attach personality to the brand and to be creative as when people are watching television they are attentive. Internet is also a platform used to advertise their brand and products. As Internet is a home to wide range of customers geographically, it helps to adver... ... middle of paper ... ...tes that BMW holds a strong image of the company in the luxury car market. Media has played an important role in this. BMWs success has always been built on responsible and long term thinking action. BMW has been using different forms of media to promote its brand name as well as products. The customer perception of BMW is good, the customers perceive BMW as a stylish and performance related car in the luxury segment. Some customers perceive it as status symbol. The TV advertisement being focussing more on the brand rather than one product itself has enhanced the brand image in the eye of the customers. BMW has been ranked no1 by forbes.com as the most reputed company in the world in 2012. This was ranked on peoples willingness to buy, work for, recommend and invest where it is driven 40% by the perception of the products and 60% by the perception of the company.
James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s Tonight show, an offering of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large scale public relations activities. McDowell must assess the effectiveness of the pre-launch activities and design marketing tactics that can sustain product excitement until product availability in March.
In fact, videos can be shared on broadcast television, YouTube, street marketing and video boards, increasing the possibilities of reaching the target audience. The sharing of the videos results in more exposure of the brand message and generates an increased interest in the marketed brand. Indeed, video marketing is the simplest and most effective way of reaching lots of prospective clients and getting the marketing message heard, seen and felt. Besides, videos allow marketers to appeal to the emotional side of their clients, attach faces to their marketing messages, and establish more influential and useful connections with their clients.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
The automotive industry is one of the most important sectors of the economy for every country in the world. It involves a large number of corporations and institutions engaged in the manufacturing process of motor vehicles including designing, developing, manufacturing, marketing, and selling. It contributes to the global economic growth by generating a significant return and creating a ripple effect on supporting the supply chain as well as providing job opportunities for the skilled workers (ACEA, 2016).
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
For purposes of clarity, the analysis on whether or not BMW’s e-marketing strategies have been successful, we will utilize information from the case study of one of BMW’s subsidiaries, BMW Brisbane, located in Australia. Aside from tis, we will also narrow down the analysis to reflect only two strategies as follows; online advertising and E-mail marketing and messaging. Brisbane BMW has successfully integrated e-marketing communications tools by utilizing it in the following manner; for news alerts, events, new car launches, and customer appreciation through brochures (Vision6, 2005). Through the use of e-mail marketing, the Brisbane BMW subsidiary has been able to drive traffic to their individual website, where customers are treated to a registration form. This registration form then assists the company to capture relevant metadata associated wi...
media is seen by Marketers today as a great opportunity to boost market share figures. Marketers are only too happy
To being with exploratory research which can help identify and clarify the decisions that need to be made and can narrow down the research topic. Survey and secondary data study will be used to investigate the initial hypotheses. Besides that, independent variables would be income, taste of customers and experiences of car quality and satisfaction; dependent variables would be customer loyalty and perception of BMW.
Another strategy used by BMW to differentiate itself from other automakers in the market is the proactive usage of technology and innovativeness in the development of products. From the early 1990’s, BMW has been on the forefront of incorporating technology in its designs in line with the technological advances of the modern world. This has led to the creation of inventive products. The uniqueness of these auto products put BMW in a position of advantage. The development of the hydrogen car as early as 2000 was an indicator of the company’s innovative strategy. In addition, the company also presents itself as environment friendly creating a whole range of vehicles in this category. This is a differentiation strategy meant to boost the company’s image and reputation amongst customers. In addition, this gives the environment conscious customers a variety of products to choose from giving BMW an upper hand in the industry.
Businesses use the media to convince consumers to buy their products. Since the start of mass media, companies have used communication to broadcast to large numbers of people about their product (Shah). Companies spend a great amount of money to encourage people to buy their product, by winning them over (Shah). The media provides information, rates, and suggests new products and services such as movies, computers, restaurants, books, fashion items, and more (Rinallo and Basuroy). Back in the days where brands had to buy advertising or secure media placements are gone. Today it is becoming really hard to know the difference between the role of marketer and publisher. This gives the chance for companies to become satisfied conservators, making their own items on their websites for their businesses (“Media Influence”). More and more people are considering traditional advertisements as untrustworthy; in fact, 75% of people do not think traditional advertisements are true. Companies uses online advertisements to influence people to buy their product. People today are trying to make more informed buying choices, using all the information they can find online. A person’s online experience can influence them to shop at a particular store; in fact, 91% of people shop at stores because of reviews online (Peneycad). People spend a large amount of time researching products before they decide to buy them. 86% of people use search engines to research products. 62% of people who research products online buy products in the store. People who research services and products online are more likely to make a buying decision (Peneycad). 78% of people are influenced by post from companies on social media websites. 72% of people are trusting of online recommendations of products. Peneycad mentions,“This means 72% of people trust complete strangers just as [much] as people they know when it comes to making a purchase decision (Peneycad 2).
Media is often referred to as mass media, this form of communication has been used by companies to promote their products. This allows innovative ideas and concepts to be shared with other people through forms of mass media such as newspapers, magazines and the television. As technology continues to advance, advertising techniques have advanced as well, by enticing, shaping and creating consumerism and needs where luxury is turned into a form of necessity. This essay will argue some of the issues and concerns of advertising techniques.
BMW- differentiation strategy, high price, breadth of product line is moderate, known for their cars being in the shop constantly and high maintenance bills.
The global company Mercedes-Benz is considered one of the most successful and well-known automotive companies worldwide. Since 1886, the company’s founders Gottlieb Daimler and Carl Benz made history with the invention of the automobile, including the Daimler Group, which is one the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles globally (Daimler, 2013). Their main focus is innovation, safety, technology, style, brand image, expansion, and superior automobiles by offering the best of the best to consumers worldwide. The brand’s philosophy is to continuously create radically new products to advance the cause of human mobility. It is also the number one luxury brand in the United States and Germany while continuously expanding in China and Russia as well (Interbrand, 2013). Mercedes-Benz has a great selection on divisions such as cars, trucks, vans, buses, and financial services offered to any consumer or business. Their global reach has increased tremendously by including production facilities in 17 countries on five continents and having 93 locations worldwide. As a pioneer of automotive engineering, their strategy is to continue the same pioneer role with the ongoing development of mobility, especially in the areas of safety and sustainability (Daimler, 2013). It is very essential for the company to focus on consumers’ needs and their highly well known brand in a competitive global economy. That is why the company Mercedes-Benz releases a brand new model every year to stay on top of its competitors by improving previous models. Some strategies practiced are global marketing, global product development, global product pricing, global advertising, global distribution, an...
Market Segmentation, Positioning and targeting for BMW 1.1 Introduction This report aims to examine the market segmentation, positioning and targeting of BMW (automobile company). BMW will be examined giving information about the company and where it is now and any recommendations that we feel are appropriate. 1.2 BMW Company Profile BMW was formed in 1917, from the merger of two small aero engine makers. Their famous blue and white symbol stems from the colours of the Bavarian Luftwaffe and is said to resemble the view of the one of their plane through a propeller. BMW is renowned for its sporty, sophisticated & luxury image which has been built up since the 1970's with many motor sport victories ranging from Touring Car to Formula 1.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...