BMW

Presented by : Deep Kaneriya Snehil Saranam Guided by :- Pratik More Prof. Deepa

Hosur

BMW

Germany: Bayerische Motoren Werke AG (BMW AG)

English: Bavarian Motor Works (BMW)

INTRODUCING BMW-BMW is a German Automobile,Motorcycle and Engine manufacturing company founded in 1913.

-BMW head quarters is located at the munich ,germany.

-The founder of the company is FRANZ JOSEF POPP.

History

• BMW was founded in 1913 to manufacture aircraft engines in the Munich.

• 1928, BMW set up a car manufacturing unit and started manufacturing a small car called 'Dixi’ .

• It was BMW's first car and was marketed under the name BMW 3/15.

• 328 roadster, were considered very advanced for their time, and the roadster was even nominated as the 'Car of the Century' in 1999.

Key features

• 1961- launch of BMW 1500 a trendy sporting car• 1973- first overseas plant in south Africa• 1982- 1st euro car maker to set up subsidy in Japan • 1992- BMW outsold Mercedes Benz for the first time in

Europe• 1993- BMW entered into joint venture with Rolls-Royce• 2003- BMW launched rolls Royce Phantom this high

priced model around US $3,30,000 (₹ 2 Crores)• 2005- BMW sold a record breaking 769 units world wide

The Curve Effect

• Christopher bangle chief designer brought our cars with more curvy designs which he called “flame surfacing”

• Widely criticized by traditional designers they called them “bangle-ize”

• Despite the criticism BMW sales increase year by year• This design was copied by rivals Lexus and Mercedes

Benz• Main competitors Alfa romeo , audi , infiniti ,jaguar ,lexus• BMW LLC a subsidiary was established in USA 1975 it

imported BMW mini rolls Royce cars and motor cycles

FIXING WHAT AIN’T BROKEN

• “Company of Ideas" advertising campaign was unveiled in may 2006

• Wanted to take their brand beyond its traditional association with “YUPPIES”

• 2005 BMW LLC record annual sales of 3,07,020 vehicles in the us up 4% over 2,96,111 vehicle sold in 2004

• bmw llc felt that almost 75% luxery car buyers in the u.s. were not considering as they still strongly associated with yuppie

BMW – The Ultimate Driving Machine

• The original German slogan Freude am Fahren Whch means “joy in driving”

• second largest selling European luxury car in America

• consistency of the communication and logo• BMW has been the ultimate driving machine for 25

years• three separate advertising agencies• even though BMW retained its strategy .

Waiting For The Rest Of The World To Catch Up!

• "They get there through passion and inspiration -- they aren't hindered by idea-killing bureaucracy.“

• BMW showcased its environmental sensitivity advertisements(eg: 745h hydrogen car).

• They placed their ads in lifestyle publications as well as in magazines like Vogue, The Economist, Vanity fair etc.

• A Jackson Pollock painting thrown in a dumpster.

BMW’s Print Ads

• NO: Say “no” to compromise and say “yes” to innovative ideas.

• MATCH: BMW has the freedom to build cars the way it wants to build them.

• AIRBAGS: "Ideas don't have airbags to protect them."

• RISKY: : A print ad prominently featuring a BMW 7 Series vehicle with the tag line "Not taking risks is risky“.

BMW’s TV ads

• OVERTHINKERS: A shot of the Leipzig plant is seen with a voiceover explaining, "at BMW ideas are everything.“

• EUPHEMISMS: The ad focused on teaching a lesson to their counterparts without being too offensive.

• ENEMY OF IDEAS: The ad that portrayed personality types, who created barriers to creativity.

Thankyu…!