Anubhav Lal

BMW (Bavarian Motor Works) was founded in 1916.

Headquartered in Munich, Germany. It also owns and produces Mini cars, and is the

parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW

Motorrad. BMW is part of the "German Big 3" luxury

automakers, along with Audi and Mercedes-Benz, which are the three best-selling luxury automakers in the world.

Company Introduction

Product New BMW 3-Series – THE ULTIMAT3 It is a compact executive car manufactured

by BMW.  It is BMW's best-selling model, accounting

for around 30% of the BMW brand's annual total sales.

BMW 3-Series price ranges from Rs.30 Lacs to Rs.42 Lacs depending upon the engine specifications and accessories.

Competitive price against Audi, Mercedes-Benz and Volkswagen.

Aim is to make more sales figures rather than larger profits.

Price

Pan-India Metro Cities – Mumbai, New Delhi, Kolkata,

Chennai, Bangalore, Hyderabad. Tier II cities – Pune, Jaipur, Surat,

Trivandrum, Indore, Bhubaneswar, Chandigarh, Lucknow, Udaipur, etc.

Some 30,000 luxury vehicles are sold in India in a year, roughly 30 to 40% of which are bought in tier two markets.

Placement

Launch events in various cities. Brand ambassador – Sachin Tendulkar Press events Advertising – TV Commercials, Newspapers,

Automobile magazines. Brochures / Sales literature.

Promotion

Segmentation Geographically the main markets for BMW 3

Series are the metro cities which have 60% of the sales and most wealth distribution.

Demographically the people who are able to purchase a BMW are men and women aged between 30-50. Successful entrepreneurs. High income level.

Behaviorally these people have a successful image in mind.

Concentrated Targeting Premium car market Upper middle class The benefits required by these people are

superiority, performance, reliability and quality.

Targeting

“The Ultimate Driving Machine” – Technical excellence

Premium luxury brand Symbol of success

Positioning

Strengths• Brand reputation• Quality product• Environment friendly• Highest selling

Weaknesses• Perception of high prices• Customer disinterest• High manufacturing costs

SWOT Analysis

Opportunities• Growing car market in India• New technologies• Changing customer needs

Threats• Intense competition• Increasing fuel prices• Economic recession

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