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4P for BMW

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by

Anna Tereshina

on 23 February 2015

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Transcript of 4P for BMW

BMW is ...
a German automobile, motorcycle and engine manufacturing company founded in 1916
a part of the "German Big 3" luxury automakers, along with Audi and Mercedes-Benz
Product
Key Product features:
Luxury segment
High Quality products
Excellent brand pull
Good service

Place
Promotion
2012 saw BMW ranked as the world’s most reputable company by Forbes.com.





Key promotional features:
Strong brand pull due to excellent marketing over the years
Company relies on pull strategy more than push strategy
Top of the mind positioning in automobile brands

Price
Key pricing features:
Premium pricing
Pricing helps create the “Want” feeling
High cost of marketing to maintain brand image

4P for BMW
Key Distribution features:
Lean distribution model
Dealers and showrooms get good margins
Good provision for spare parts
Full transcript