Company Profile

BMW India Pvt Ltd

• Industry: Automotive

• Founded: 2006

• Headquarters: Gurgaon, Haryana

• Products: Cars, Motorcycles

THE BMW X6

TEST THE LIMITS OF EXHILARATION

GeographicMetro

Climate

DemographicAgeSex

IncomeOccupation

PsychographicSocial classLife style

Personality BehavioralUser

statusLoyalty

Segmentation

• Focus:– Professionals– Executives– Affluent families

• Appeal: SUV and a sports coupe

Targeting

Positioning

• World's First-ever Sports Activity Coupe

• Incomparable

• Irresistible

• Luxury

• Power

• Pleasure

Marketing Mix

• Product

• Price

• Place

• Promotion

Product

BMW X6 xDRIVE 40D BMW X6 xDRIVE 50i

Price

• BMW X6 xDRIVE 40D– Rs. 82.00Lacs - 1.01Cr

• BMW X6 xDRIVE 50i– Rs. 93.40Lacs - 98.72Lacs

Place

• Initial deployment would be in Mumbai, Delhi, Chennai, Hyderabad and Bangalore

• 39 BMW Car dealers and Showroom

Promotion

• Use of teasers on billboards, Pre launch to create an initial buzz

• Ads on billboards

• Magazines and News paper ads

• Ads on YouTube and social media marketing

• Tie up with major malls and cinemas to have a display car in their premises

• First Sports Activity Coupe

• Sporty looks & design

• Dynamic performance control & innovative steering

• Popular choice among SUV lovers globally

• Strong brand recall and good advertising

Strengths

• Dealer network

• High maintenance and handling cost 

Weakness

• Increase in millionaires

• Develop X6 as a cult brand

• Increase dealer network

• Lower maintenance cost

Opportunities

• Competition

• Competitors

Threats

Thank you

Harsh D. ShahRoll NO: 14028

eMBA (BFSI)2014-16