mini case presentation
TRANSCRIPT
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PERFORMANCE AND
LUXURY
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GREW FROM AIRCRAFT ENGINE MANUFACTURERS
TO CAR MAKERS
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Targeted baby boomers and professional yuppies
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Bimmer and Beemer were the slang terms for sporty sedans
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Restructuring based on customer attitude with variety of designs, price, size, style and color was
done.
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1 series and X1 SUV were for the family focused and the low budget people.
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7 Series for the Upper Conservatives, i.e.
wealthy people, with added comfort and
luxury
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X Series for Upper Liberals those who take up extra curricular activities hence a bigger car with
higher performance
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Convertibles for the Post Modern People
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6 Series is a flashier version of the 7 series again for the Post
Modern Group
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Reasons for Success
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Perfect Market Segmentation
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Continuous Innovation and Updating
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MARKETING STRATEGY
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They emphasize Performance over Status
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Brand Loyalty
Bimmerfest is an event hosted by BMW to celebrate their cars
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BMW INITIAL GROWTH
RESTRUCTURING BASED ON CUSTOMER
NEEDS
DIFFERENT SERIES AND
TARGET AUDIENCE
THE ULTIMATE DRIVING
MACHINE
REASONS FOR SUCCES
• MARKET SEGMENTATION
• INNOVATION
MARKETING STRATEGY
EMPHASIS OF PERFORMANCE OVER STATUS.
BRAND LOYALTY
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HENCE DRIVE A BMW
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DISCLAIMER
Created by SHYAM SIDDHARTH of PSG TECH Coimbatore
for an Internship submitted to Prof. Sameer Mathur IIM Lucknow.