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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…!