Download - BMW by Bhaskar & Team (1)
![Page 1: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/1.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 1/17
Bavarian Motor Works
THE ULTIMATE DRIVING MACHINE
BHASKAR
LAXMAN
RAGHURAMKIRAN RAJ
DEVI
RAMYA
AMULYA
![Page 2: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/2.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 2/17
HISTORY
•
BMW (Bayerische Motoron Worke Aktiengesellschaft) was founded
in 1916.
• Origin (HQ) : GERMANY
• In India : Gurgaon, Chennai
• Products : Automobiles, Motorcycles and Bicycles
• Founder(s) : Franz Josef Popp
• Subsidiaries : Rolls Royce
• Manufacturing Plants : 13 countries
![Page 3: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/3.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 3/17
MISSION:
• "The BMW Group is
the world's leading
provider of premium
products and
premium services for
individual mobility."
![Page 4: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/4.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 4/17
VISION:
• BMW will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible waysof moving people.
• Through our commitment to quality,
constant innovation and respect for the planet, we aim to exceed expectations and be rewarded with a smile.
• We will meet our challenging goals by engaging the talent and passion of people,
who believe there is always a better way.
![Page 5: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/5.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 5/17
STRATEGY
• In the early 2000s, BMW began to restructure its business. It focused onstrengthening its position as the market leader in the premium segment of automobiles across the world.
• In line with this, it adopted a product offensive strategy which aimed atflooding the automobile market with new launches (i.e. a new productevery three months).
• BMW increased its R&D expenditure by 53% to support this strategy.
• Some of the new cars launched as a part of this strategy were Mini One,Mini Cooper, new BMW 3 Series Compact, new BMW 7 Series and Z4
Roadster.
• By 2002, BMW had overtaken Mercedes and stood second in the premiumsegment of the US automobile market, next only to Lexus
![Page 6: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/6.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 6/17
SALES
![Page 7: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/7.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 7/17
![Page 8: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/8.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 8/17
.
![Page 9: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/9.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 9/17
Promotional Strategies before 2001
Radioadvertisements
TV and Print ads
Brochures andPrice lists
Events andTrade fairs.
![Page 10: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/10.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 10/17
• Before 2001 the majority of BMW’s success is attributed tothe development of consistent marketing policy, the “marketniche” strategy.
• The company had four core values
– Technology, – Quality, – Performance, – Exclusivity
• The company used advertisements as a means of marketingand these advertisements evolved in response to economic,environmental and competitive changes.
Story before 2001
![Page 11: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/11.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 11/17
Marketing Channels
• Internet
468x60 banners are sold on a run-of-site (ROS) basis, meaning, they will appear on
every search results page and on an equal rotating basis with other advertisers'
banners. For online ads, each advertiser is given password-protected access to
Real-Time advertising statistics,
• Television
The percentages of viewers of MSNBC and Bravo who are in BMW’s target income
bracket constitute 20.5%. The percentage of viewers in BMW’s target age group
(25-34) is 26.5%.
• DVD
![Page 12: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/12.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 12/17
• The guerilla public relations campaign utilized several diverse
promotion tactics including seeding news of the BMW Films at
key Internet entertainment rumor sites and a radio DJ
program in 20 key metro markets.
• BMW sales increased by 12.5% compared to 2000, surpassing
the 200,000 mark for the first time in history.
THE GUREILLA PUBLIC RELATIONS CAMPAIGN
![Page 13: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/13.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 13/17
TARGET CUSTOMERS:
• Upper middle class - professional employees
at the upper part of corporate ladder such as
financial analysts.
• CEOs of the companies
• Financially sound people
• To Show off the status symbol.
![Page 14: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/14.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 14/17
DIFFERENT MODELS:
![Page 15: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/15.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 15/17
SUBSIDIARIES:
![Page 16: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/16.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 16/17
TWO WHEELERS &SPORTS CARS
![Page 17: BMW by Bhaskar & Team (1)](https://reader031.vdocuments.us/reader031/viewer/2022021116/577ce63e1a28abf1039276b7/html5/thumbnails/17.jpg)
7/31/2019 BMW by Bhaskar & Team (1)
http://slidepdf.com/reader/full/bmw-by-bhaskar-team-1 17/17
.