MARKET PROFILE FOR 7 – SERIES

September 2009

BMW in India

BMW opened its 1st assembly plant at Chennai in India in March 2007

BMW has the following products in its Indian stable:

3 Series5 series 7 seriesX series

Each having variants in engine capacity, petrol and diesel

BMW established its Indian headquarters at Gurgaon, Central parts warehouse in Mumbai and has 13 dealers all over India

BMW has lately unveiled the 5th generation of its flagship in India with the launch of the all – new 7 series

This will be available in 3 variants

730 Ld740 Li750 Li

7 series product category and market segment

Luxury

Status symbol

Exclusivity

The target market for the 7 series would primarily include:

Urban IndiaHouse-holds with disposable income of more than Rs. 12 lacs/ annumOwns mostly a segment D/E car, that is, a premium/luxury salon like aHonda Accord, Skoda Octavia etc.Resides in 'posh' localitiesBrand conscious Indian

Product category

UBPs of 7 series

High need for distinction

Business identity

Technological advancement

Brand

After sales support and service

Ergonomics

Classification of Indian luxury consumer

Purchaser of superior functionality and high quality

Emotional choice maker

Logical choice maker

Indulger (feel good)

Competition in Indian markets

The BMW 7 series has 3 arch rivals eying the same target consumers in India

Other potential sedans competing in this segment in the near future

Audi A8 Mercedes S -Class

Porsche Panamera Jaguar XJBentley Continental

Primary attributes identified in competition

Tranquility on wheels

Design: Fusion(Contemporary + Modern)

No offence to anyone

Innovative technology

Masculine

Imposing/ Menacing appeal

Spacious leg room

Elegance

Subtle

Text book styling(Right beef at right places)

Respectful

1st look stunner

Audi A8 Mercedes S -ClassBMW 7-Series

Brand Aspirations in India

Automobile brand aspirations for age group 22 – 27 years

Brand Aspirations in India

Automobile brand aspirations for age group 50 – 65 years

Indian target audience

The Household Income Survey by the National Council of Applied Economic Research says that by 2010, there will be 140,000 households with an annual income of more than Rs. 1 crore i.e. 10 million USD.

There are over one million luxury customers in India and this figure is expected to triple by 2010.

The BMW 750Li is currently priced at Rs. 93,30,000/- (ex showroom)

Advertising and PromotionAdvertising and promotion

PR

INT

FILM

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Task: Development of a Powerful CRM. To encourage Interested users and potential buyers (Hot Leads) as they consider making a purchase.

Strategy: An unsolicited, personalised print brochure is sent by mail to hot leads after they have configured a BMW 7 Series online. Each brochure is unique.

Execution: The BMW 7 Series online configurator supplies the contents of the personalised brochure Including images and information of the vehicle which are also there in the print brouchre

Direct mailers

Dealer Network in India

CBU Distribution

Local DealerGerman Headquarters

Factory

Finished Product

Warehouse

Shipping back to dealer

Consumer placing order