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4P for BMW
Transcript of 4P for BMW
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
Key Product features:
High Quality products
Excellent brand pull
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
Key pricing features:
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