In order to measure and justify this effectiveness I have chosen to highlight the following reasons: •Number of people who watched the BMW films: The films reached a great amount of people (aprox.In the short term I would recommend McDowell to produce a few more short films in order to take advantage of the momentum created by the previous films.The first mover advantage had been at the core of BMW’s campaigns and the BMW films were to be no exception to that rule.In this way BMW would continue to expand on the BMW Films idea but in this case the customers will perceive that they are the ones at the wheels of the “ultimate Driving Machine”.•Increase in sales: After the BMW films campaign, sales in 2001 increased almost 12% from the previ...
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Answer: BMW proud of the particular psychographic they serve.Using research findings presented in the exhibits (especially Exhibit 11), perform a critical evaluation of the effectiveness of BMW films in attracting potential customers to the brand.How fit is the BMW brand at the time of the case?Most BMW customers were well-educated, married, and had no children.The average BMW customer was about 46 years old, with median income of about $150,000.
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They will ride the coat tails of the internet marketing, however by introducing the films to another target markets, BMW will hopefully build on the impact created by the original films.By utilizing the existing films BMW will be able to quickly get to market films that they have already completed.Alternative #5 Introduce the BMW films to new markets that may have missed the online films during the campaign period will enable BMW to entice an entirely new segment.However, other companies may copy the idea and there is a chance that BMW will lose its competitive advantage as the films are getting overly exposed to the original audiences that BMW targeted during the initial campaign period.Since BMW has the competitive advantage of a young...
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After discovering that their message is not being correctly perceived by buyers BMW reinforced and recruited a new ad agency in May, 2006. Who replaced the company’s overemphasis on ‘performance driving’ over the past 33 years with the concept “company of ideas” Thus regulatory tools are applied to control the flow and effect of promotional activities.BMW further produced another three short films and launched them in their official web page.As in case of BMW they pictured the image of a high performance automobile which provides consumers with sheer driving pleasure.This company will work with creating brand image of BMW in The United States for national, regional and dealer levels.In the case study of BMW all the elements of this commu...
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According to McDowell, 90% (2 million) of the series’ viewers wanted to see more films, but in Exhibit 11 when BMW came out with 3 additional films, only 13%, 18%, and 29% of the number views compared to first film in the series respectively.BMW attracted a different psychographic than its competitors.BMW has one of the highest numbers of customers under 45 with no children and the lowest number over 45 with no children.Where not only if the other companies starts copying BMW, but BMW when “copies” itself, just like the Goldeneye taught the company, repeat performances are rarely as compelling as premiere performances.In 2001, BMW came out with its latest innovative marketing strategy titled BMW Films.
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Otherwise there is every possibility that BMW creates an ambiguity among its customers about its brand.Financial stability: Although the net profit has fallen during the last financial year (Appendix A), BMW still has a steady source of revenue and with the demand for cars growing in the BRIC countries there are lots of opportunities for BMW in the near future.Brand image being one of the key capabilities it is essential that BMW maintains the same perception among its customers.It’s imperative that BMW needs to adopt a two prong approach while deciding the strategy for selling its cars in the developed world and the developing world.However, BMW needs to ensure that the strategy properly reflects in the way BMW markets its products.
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UK is the only country where all the three of the BMW Group brands- BMW, MINI and Rolls-Royce are manufactured (www.bmw.co.uk).This case highlights the birth of BMW Group in the United Kingdom (UK) along with the key issues faced by the company, its marketing strategies, core competencies, industry competition and brand positioning of BMW.Simms, P. Trott, (2006) “The perceptions of the BMW Mini brand: the importance of historical associations and the development of a model”, Journal of Product & Brand Management, Vol.BMW has strongly influenced customers through media and film industry (Source: BMW education programme).The successful marketing of BMW through media and film industry adds to its advantage and creates an appeal for its ...
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Claritas has also helped BMW to increase sales volume, by developing an extension to the corporate Intranet site which assisted field staff by providing immediate access to market data and analysis.Following is a popular advertisement for the BMW M5 (BMW M5: Dog spoof) Reference: “Welcome to BMW”.BMW pursues “pull” strategy as it does not produce new cars until the existing cars sell out and fresh demand comes in.Although it is not possible to purchase a new BMW online from the manufacturer’s website, it is possible to buy pre-owned BMW cars from several websites like Edmond.BMW of North America LLC is the importer of BMW vehicles from Germany.
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This was also the case in Europe where BMW established subsidiaries instead of agents that sold their cars.The purpose of this study is to analyse the development of BMW during the past five years.According to the BMW case study we can identify a strength and opportunity strategy, a weakness and opportunity strategy and strength and threat strategy.A great deal of the information used in the study is obtained from BMW and other automotive manufacturers’ websites.In 2005 BMW sold 11122308 cars of BMW, 200119 of Mini and 692 Rolls-Royce.
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Finally, other methods BMW use to promote its brands and products: .These and many others are the marketing strategies of BMW in order to enhance its market share.BMW focuses to young customers aged 25 to 45 and it promotes the slogan «Ultimate driving machine».Undoubtedly, BMW and Mercedes-Benz were, are and always be two whoppers.“Combining the ideas of producing a series of short films and using the Internet in an advertising campaign, short films for the Internet was born with BMW Films” (Hespos, 2002).The luxury automobile maker that has established a mark for itself in the luxury car segment with its high performance cars.
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In 1994 BMW acquired Rover for £800 million.Wordcount: 1492 .However a study to evaluate takeovers in the UK from 1955-1985 suggest that both offeror and offeree company shareholders gain from mergers “we find that mergers have, on average, been value-creating for shareholders as measured by equity market prices around the merger announcement date.Failure was the inevitable and bitter result.” (Lester, 2007: 8) and others on the fact that Rover may have been a lost cause to begin with “”Even the mighty BMW, which bought Rover in 1994, had to accept in the end that the brand had declined too far – or at least to give it a future would cost far too much money.” (The financial times, 2005) .“Pixar movies tend to perform better than animated...
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The 1960s saw BMW enjoying a number of successes including the BMW 1500 which was a 1499cc, four cylinder touring sedan introduced in 1961.It was not until 1928 when BMW bought a car factory that BMW began producing cars.“Combining the ideas of producing a series of short films and using the Internet in an advertising campaign, short films for the Internet was born with BMW Films” (Hespos, 2002).The luxury automobile maker that has established a mark for itself in the luxury car segment with its high performance cars.The marketing strategy of Mercedes-Benz is short of the same as BMW.Thus in 1996, Mercedes signed a deal to promote its vehicles in Universal Pictures’ The Lost World, but it was many years behind BMW, which in 1995 made an ...
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This series had so many products that it was actually dubbed as Ad film, right from Aston Martin, BMW, OMEGA to Reid and Taylor.Films are seen in over 13, 000 cinema halls and by nearly 100 million filmgoers every week all over the world.The quantitative analysis would involve collection of statistical data available from the users and demographics details over a period of time, in this case November - December, 2007.In Film Advertising Aims and Objectives Study Rationale: • Effectiveness of In-Film Advertising • Consumer Behavior and Advertiser’s Behavior towards In-film Advertising Exploring product placement opportunities offered by the mainstream Hollywood and Bollywood movies, by understanding their nature, the audiences they serve ...
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Undoubtedly, BMW and Mercedes-Benz were, are and always be two whoppers.Farrell reported in Brandweek, “With repricing and repositioning-advertising messages emphasize more value instead of luxury-Germany’s two luxury leaders, Mercedes and BMW, are on the offensive â€¦ Both have rebounded with a reversal of marketing strategies that include new, lower-priced products and even ads that tout price.” Nonetheless, of the two manufacturers, “Mercedes has made the more drastic changes.” .. Bayerische Motoren Werke AG (BMW), or Bavarian Motor Works, is a German automobile, motorcycle and engine manufacturing company founded in 1913 with the formation of the Rapp-Motorenwerke company by Karl Rapp.The marketing strategy of Mercedes-Benz is short...
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excellent site provides very good history on the car industry within germany and also that of bmw .BMW are and will continue to be one of the largest car manufactures in the world, producing top of the range vehicles for years to come and being a credit to Germany is what BMW is all about.BMW is known for its production of passenger and Formula 1 cars as well as motor cycles.Instead of TV and cinema ads BMW financed five short films which can be viewed on the internet.All films feature a chauffeur and his car, a BMW.
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Marketing strategy and Pricing strategy of BMW.BMW is unique, personalized and technology-leading brands, BMW’s customers are not locked is a popular automobile market, therefore, the BMW Group must adopt methods of detailed, personalized to transfer the information to customers in direct and effective way.BMW’s sales promotion strategy is not rushing to the improvement of sales for the purpose, but considering the sales promotion activity must achieve the following goals: to integrate successfully the BMW’s brand positioning in the potential customers; To strengthen the emotional connection between customers and BMW; to perfect the combination of BMW products and services and to provide customers with detailed product information.The co...
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Since 1979 BMW has used the same company for advertising WCRS.The same happened with the BMW one Series as BMW where not in the market for hatchbacks so they launched the one series in 2004 to compete with rivals Volkswagen and Ford.Also a number of the BMW vehicles have featured in a number of different movies such as ‘James bond 007’ years 1983, 1994, 1997 and 1999 in the making of ‘The World is Not Enough’.With repeats, this can even become an audience of several millions as BMW vehicles are seen as luxury good so it is important they place their products in the correct areas where potential customers would buy this type of vehicle.“a Luxury car that provides an exhilarating driving experience”, the smart choice and currently BMW is u...
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publicity Campaigns/Slogans used by the corporation in the past BMW organization is the ‘James Bond’ film from 1983,1994,1997 and 1999.BMW is a well known and greatly cherished brand and has high miscellany in the merchandise range.BMW possesses high inner aptitude and the corporation develop a big part of the car by themselves.BMW and person actor has yearly shown burly monetary results and has reserved its market shares.To find additional information BMW at .. Geographically, the major market BMW where they are action more than 65% of auction are Europe & North America and these district are both greatly industrialised locations which grades into tenant are monetarily position to procure high souk cars as they funds returns is add...
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There are few direct competitors with the 1 Series and BMW can establish a strong hold on its niche market with aggressive promotion (“Case study: Bmw,” 2011).BMW ads focus on the high amount of driving pleasure and performance that is experienced when behind the wheel in bold manners to match the bold cars BMW produces.BMW should continue to maintain its positioning as, “the ultimate driving machine” while adhering to its core values, and as a result, BMW should experience sustained success in emerging global economies.BMW has experienced rapid growth with bold additions to its product offerings and brand extensions in order to reach a 40% increase in sales (“Case study: Bmw,” 2011).* Having an Internet Presence: With the increase in cu...
3832 words (9.6 pages)
British luxury carmaker Aston Martin has been in the business since 1914 and is known for its high-profile product placements in popular films.The researcher in a case study uses multiple sources and methods (Yin 1994).The phenomenon to be investigated for this study is product placement as a marketing strategy and how it contributes to positive profitability outcomes.The company’s marketing strategy has been closely associated James Bond films.This study follows the qualitative tradition of research and will be guided by a detached social constructionist approach.
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The marketers assume that BMW would be able to make profit from this new market and it would gain $704,152 in 2015; however, the next table gives more details: Table 6: Income Statement Source: Self-generated Table 6: Possibility and feasibility Source: Self-generated It is important to note that the company has presence almost in every part of the world; in fact, it has begun its operations in most of the African countries as well; as a result, Somalia remains to be the key choice to enter because BMW has no operations there.According to the report of BMW (2014), it has resolutely placed on the finest zone of the global vehicle industry because of the three major brands, namely, BMW, MINI, and Rolls Royce; moreover, the company is dedic...
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Although the company situation is worse and worried but any decision making by BMW will be ethical enough; example during credit crunch any methods using to solve the credit crunch problem, it must be with ethical.The strategy that BMW use to overcome credit crunch are first: that are one of the reason why BMW and Mercedes are teaming up.BMW Group is one of the world’s largest premium carmakers and BMW is also the parent of the company of BMW MINI and Rolls-Royce car brands, and, formerly, Rover.When come to the BMW do ã€€international business with other country, company must ensure they does not apply their own ethical norms to the foreign country but is conforms to the local customs, and ethical as well as morality enough when making ...
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As such the present research will provide for the case study analysis of BMW and how the branding is responsible to the success of the company... BMW is one of the biggest brands in automobile industry.The study will highlight the role brand plays in today’s market with reference to the case study of BMW.The case study analysis of how BMW has use branding strategies for marketing its products and services.The research will provide for the case study of BMW one of the biggest brand in the market.
2110 words (5.3 pages)
In order to maintain financial efficiency, BMW has moved part of the production to low-cost countries and expanded in the USA (Lencioni, 2005).In the last 50 years BMW has built a powerful brand image and distinctive competitive advantage.However, with rising fuel prices and climate change BMW will have to work hard to develop an environmentally-friendly car that still supports the values that the company has been standing for.In another study, however, he (2008, p1072) discovers that a unique platform is worth high premium and gain in market share and further reinforces this by an example of successes of BMW and Porsche, neither of whom do much platform sharing.For instance, BMW built a supply centre on the Leipzig site, where the suppl...
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BMW has enjoyed tremendous success as “the ultimate driving machine”, but it was the culture of BMW that drove the roadmap for decorum of its employees.Discuss how the culture and work environment impact the performance results of BMW.The result of ordinary business activity in the BMW automobile segment was up by 5.1% to 2.106 million euro in 1997.With a revamped organic culture, BMW provided a positive work place, rewarded and recognized it employees, and involved and increased employee engagement.The culture at BMW allows employees to feel they are valued and that their ideas are appreciated.
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BMW creates their capacity planning at least once a year and sometime every six months.According to BMW it is important to produce cars with the same range other than different ones.Finally, when coming to the evaluation of the capacity planning at BMW Mr. Abdel Moniem shehata said that “Evaluations carried out to learn lessons that can be used to improve ongoing or future capacity planning efforts are of potentially greater value.However, BMW can measure the success of its new process by tracking how long it takes for one car to be built from the very beginning until it’s all done.If suppliers are hurried to complete orders, they might reduce the quality of the products that they are supplying to BMW.
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For instance, BMW developed its supply chain that increases its competitiveness within the world market.Through these initiatives, BMW has been able to increase its customer base in many parts of the globe such as in India, China, Brazil, and Nigeria among other fast developing economies.Moreover, the study will be limited to BMW with reference to the supply chain and logistics industry.BMW recognizes the need for close cooperation with suppliers in the provision of its products.With the use of BMW as the case firm that have applied the appropriate supply chain design, the study will quantitatively explore how various firms have attained their supply chain processes.
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In the case of Asian market development BMW will maintain the security of its present products while venturing into new market areas.In these situation BMW will be faced with four distinct options: to build up the resources required to compete in the market by closing the gap between the firm’s competencies and the assets required to compete.Another strength of BMW is that building customer management experience and a passion to deliver best-of-breed customer solutions, BMW creates products for specific target market.Without changes and successful strategic planning BMW will not be capable to achieve the overall objectives.“The BMW brand also acquired a distinctive identity as a symbol for young, affluent European professionals: most dri...
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BMW for instance uses BMW website, magazine, newspaper, trade shows, billboard, etc.In order to get the attention of political parties’ worldwide and general public, BMW has created and donated to many charities.A luxurious product such as BMW may use promotional technique of focusing on research and development for innovating new product features.Thus, dealers dealing with BMW cars can be provided with incentives to do such activities to increase their sales.BMW does take part in this kind of direct marketing but not to a large extent.
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BMW has a good position, because BMW has researched in this area for years, by researching dual fuel engines, hybrid electric cars and hydrogen driven cars .. Factors that affect automobile industry are global warming awareness, greenhouse effect, C02 emissions norms... Transportation alternatives such as trains, busses, bicycles or even walking cannot be considered as substitute for BMW.BMW Group is working on Efficient Dynamics programme to achieve environmental efficiencies.With its three premium brands: BMW, Rolls-Royce and MINI, BMW Group holds significant market share in automobile industry... BMW Group (Worldwide) .. Worldwide economic and financial crisis had a major impact on BMW business in the year 2009.Significant fall in...
1056 words (2.6 pages)