Introducing
Prezi AI.
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Loading content…
Loading…
BMW Marketing Plan
98
Transcript
AIDA Model
Growth Strategies
Interest
Awareness
Advertisement
- Television commercials
- Magazine ads
- T.V. shows & movies
- Branding
- Top of Mind Awareness
BMW Marketing Plan
- Highly automated by 2020, and driverless by 2025
- Recently announced a partnership to develop new technology
Action
Desire
Sponsored events
Costumer incentives
Promotional deals
PGA Championship
Team USA
Marketing Mix
By, Charlie Cosgrove, Gina Giles, Keven Brito
Product
Price
- Premium market Price
- Creates "want" feeling
- Maintains brand name
- Offers prestigious, high luxury two wheel and four wheel technologically advanced cars
- Varies from sedans, SUVs and sport cars
- The current models include saloon, coupe, convertible, touring and compact
Promotion
Place
- WCRS has advertised BMW since 1979
- Sponsors rally racing events and sports events
- Organizes global motorcycle racing events
- Features its cars in movies
- Through their slogans
- Headquarters located in Munich, Germany
- Four manufacturing plants in UK
- Operates in almost 100 nations with 4000 dealers worldwide
BCG - Matrix
????'s
Stars
- Bestseller for the last six years
- Sales of the current BMW 5 Series has increased by more than 42%
- Less than 5% revenue
- In 2016 there was a 40% drop in the amount of motorcycles sold
Dogs
$$ Cows
- Rolls Royce: highest consumption of the luxury car in the US
- Z4 and Z3 series has not been able to gain similar amounts of sales as others
Segmentation, Targeting & Positioning
Targeting
Segmenting
SWOT Analysis
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Rich Professionals
- Affluent families
- Younger Consumers
Sustainable Competitive Advantage
One Company. Four Brands. One Future.
Internal Elements
External Elements
Strengths Weaknesses
Opportunities
Threats
- Representation of Status and Achievement
- Innovative design and features
- Superior post-sale customer service
- Product recalls affect on public image
- Limited target market
- Branding & TOMA
- Innovation & Technological advancements
- Asian Markets
- Brand of BMW Group
- Pricing
- Fuel problems
- competition
- Changing Lifestyles
- Market Expansion
- Introduce more economical series
Positioning
"Our goal was to create a very personal vehicle. There will always be that highly emotional Connection between a BMW and its driver."
Karim Habib
Head of BMW Automobile Design
- Advertised as "Eco-Friendly"
- Competes in highly competitive market
- Good public relation and innovative ad campaign
Choose a template
Presentations from around the world
Learn more about creating dynamic, engaging presentations with Prezi