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Marketing Mix

Anton Savchuk

on 5 March 2013

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Transcript of BMW

BMW Company Marketing MIX
Anton Savchuk FB3 Bayerische Motoren Werke AG (BMW; English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. In 2010
Produced 1,481,253 automobiles and 112,271 motorcycles. Product BMW positioned itself as the brand with the unique benefit of a luxury car that provides an exhilarating driving experience with advertising. Company has many varieties of automobiles from 1-7 series and cars with the letter "X" is a series of four-wheel drive SUVs. BMW M
M-Technik or just "M" (for Motorsport).
-modified engines
- transmissions
- suspensions
- interior trims
- aerodynamics
-exterior modifications
All M models are tested and tuned at BMW's private facility at the Nürburgring racing circuit in Germany. The company produces parts for their machines and accessories.
BMW Performance
This part of manufacture produces the high quality sport equipment and accessories for ordinary BMW cars, which can increase dynamic and power of cars. Price BMW price ranges are from approximately £18,000 to £80,000 plus. There are many factors that can affect their car prices such as engine size, motor sport versions, etc. Pricing strategies
1.Market Skimming
3.Premium pricing
https://www.bmw.co.uk/vc/ncc/xhtml/start/startWithModelSelection.faces?productType=1&country=GB&market=GB&language=en&brand=BM Promotion
Below the line (BTL) promotion
Public relations Company organizes conferences, test drives. Takes part in the auto shows around the world
Sales promotions
Sponsorship In football, BMW sponsors Bundesliga club Eintracht Official sponsor of the London 2012 Olympics providing 4000 BMWs and Minis in a deal made in November 2009. Above the line (ABL) promotionIncludes promotion methods using "mass media"
-TV and the Internet. Placement
BMW use superior market Dealerships & Imports for non-dealer networked countries (franchise dealers). Worldwide BMW operates in more than 100 different countries with approximately 4,000 plus dealers which are authorized to sell both new and used cars, parts and after sales service products.
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