mini cooper version finale

8/3/2019 MINI Cooper Version Finale

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BMWBMW -- MINI COOPERMINI COOPER

TEAM MEMBERS :TEAM MEMBERS :

BONNEIL Vanessa

BORNERAND Claire

FOULLON Audrey

LAQNISSI Hicham

WITTKOTER Alexandra

LECTURER :LECTURER :

M J.P. AMISSE

2007/2006UFR AES Montpellier I: March de lArt & Management2Master


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EXECUTIVE SUMMARYEXECUTIVE SUMMARY

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THE COMPANYTHE COMPANY

BMW GROUP

MINI

THE PRODUCTTHE PRODUCT

MINI COOPER

STRATEGIC VISIONSTRATEGIC VISION

Match theemotional power of

the original mythicmodel with thetechnology of the

future.

VANESSA


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INTRODUCTIONINTRODUCTIONFPRODUCT TYPE :

Durable product

Top-of-the-range, small and urban car

FATTIBUTES :

Different MINI Cooper Models

A modern design for an automotive legend

Free-choice options

Powerful Reliability, safety and comfort

Go- Kart handling and road holding

Environment protection

VANESSA

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HOLISTIC MARKETINGHOLISTIC MARKETING

ANALYSISANALYSISFConsumer needs and wants

VANESSA

RecyclingFinancial servicesMINI (Same / Different)

Bigger car

Repurchase

QualityFast / Open / nearby

servicing / Car Lending

Reliable After sale service

Sturdy

Easy/cheap to maintain

Maintenance

Environment protection

Energy efficiency

Assistance/guarantee

Explanations/instructions

After-sales service

Easily available

Ready for immediate use

Delivery

Image, Attitude of lifeFinancial servicesDrinving test / Advice

Personalization,Safety/ComfortDecision

Original, MINI heritageInformationSmall/SpiritedPrelim. Info

ConceptServiceProductStage

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HOW ARE NEEDS & WANTSHOW ARE NEEDS & WANTS

IDENTIFIED?IDENTIFIED?MARKET STUDIES

Intelligence of the steps Qualitative studies (Ethnomarketing and trend

marketing)

Quantitative studies

Competing analysis

ALEXANDRA

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HOW ARE NEEDS & WANTSHOW ARE NEEDS & WANTS

IDENTIFIED?IDENTIFIED? Example :

FBrand image : MINI Cooper

Style

Practical implication

Originality / Value

MINI Cooper Public

Concept

ALEXANDRA


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WHO IS RESPONSIBLE TO MEETWHO IS RESPONSIBLE TO MEET

THIS NEEDS & WANTSTHIS NEEDS & WANTS

ALEXANDRA

Marketing service

Marketing Strategy

Communication

Service

Supply Chain

Service

FinancialService

Partnerships

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Comercial

Service


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PERFORMANCE METRICSPERFORMANCE METRICS

To be listened, to be reassured,

to be advisedTests (Mystery customer)Employees behaviour

economy with the purchase,

desire to make a good bargain

(Credit accessibility, Paymentfacilities)

Events (Sales Force)Price

need to be reassured by the

mark, the salesman and the

product/with emotional

dimensions.

Studies : Quiz on line / Forums /

Consumer panels

Observation of consumer

behaviour = pantry check

Image, Notoriety and Brand

perception (psychological

features)

DetailersAfter Sale Service Satisfaction

Degree / Assistance

Utility (need to be well)

Satisfaction studiesProduct Satisfaction Degree

CONSUMER NEEDSMEANSVALUE CRITERIA

Commercial and financial aspects (Mix Marketing)

HICHAM

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PERFORMANCE METRICSPERFORMANCE METRICS

Direct Marketing (One to

One)

to be fashionable and to

show a standing

CRM / E-CRM

department

Product/Service

Personalization

CONSUMER NEEDSMEANSVALUE CRITERIA

Technical aspects

HICHAM

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FEED BACK FOR ACTIONFEED BACK FOR ACTION Product and package

Technical performance

Communication

Persona

Distribution

Mode of delivery, Supply chain

Market

HICHAM

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FEED BACK FOR ACTIONFEED BACK FOR ACTION

HICHAM

FInternal sources

FExternal sources

Means to collect information

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FEED BACK FOR ACTIONFEED BACK FOR ACTION

Identification of the relevant and the important

informationClassification + Treatment

Action at the right time

ActionAction

HICHAM

The process to correct what may go wrong

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PROBLEMS &PROBLEMS &

OPPORTUNITIESOPPORTUNITIES

Alliances, PartnershipsDelivery Problems

Communicationperception Problems (for eg. About the

innovation)

Offensive strategy (Communication)

Partnerships, Association projects

(Competitive advantage)

Competitors

Target

Alliances ( to create a new product )

Space : Too limited

More personalizationPrice : Too costly

CORRESPONDING OPPORTUNITIESNATURE OF PROBLEMS

HICHAM

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Creation of a book/box of ideasLimited feed back for consumer

Investment on Communication and

advertisement

Market acceptability of new

products

InnovationGovernment regulations / Legal

aspect (Environment)

Alliances, Partnerships (TOTAL)

Innovation

Significant increase of the fuel price

Globalisation, InnovationSaturation of the market

PROBLEMS &PROBLEMS &

OPPORTUNITIESOPPORTUNITIES

HICHAM

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BRANDING STRATEGIC VISIONBRANDING STRATEGIC VISION

To allow people to drive in safety aTo allow people to drive in safety a

mythical car while giving it theirmythical car while giving it theirpersonal touch, finding everywhere apersonal touch, finding everywhere a

place to park, and preserving theplace to park, and preserving the

environmentenvironment

AUDREY

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BRANDINGBRANDING

RECOMMENDATIONSRECOMMENDATIONS11. Key consumer bonding benefits. Key consumer bonding benefits

AUDREY

BENEFITS HOW TO IMPLEMENT

Personalization :

express his personality

Customizing the car :

creating their own

motives

Ethical : save theplanet and some

money too !

Reducing the gas

consumption

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BRANDINGBRANDING

RECOMMENDATIONSRECOMMENDATIONS22. Mode of delivery. Mode of delivery Distribution strategy :

Improving accessibility to the choice

Bringing the car to the consumer

AUDREY

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Partnerships :

Designers


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BRANDINGBRANDING

RECOMMENDATIONSRECOMMENDATIONSFElements of brand identity (PERSONA) :

Product :

- Name > MINI Rally, MINI Star, MINI 4U, MINIPop

- Slogan > Opt for Mini attitude !

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CLAIRE


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BRANDINGBRANDING

RECOMMENDATIONSRECOMMENDATIONS Pack concept (P/S) :

- MINI Cooper + different side-view mirrors- MINI Cooper + four roofs magnets

- MINI Cooper + video games + gadgets

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CLAIRE


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BRANDINGBRANDING

RECOMMENDATIONSRECOMMENDATIONSFCommunication objectives

Improve the dialogue between the consumer and the

company : Internet (chat, CRM)

Empowerment to increase bonding benefits :

developing partnerships, Rally Mini and other events

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CLAIRE


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EVOLUTION OF BRANDINGEVOLUTION OF BRANDING

STRATEGYSTRATEGY

Line extension : ecology

Market development : BRIC

Developing maintenance network

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CLAIRE


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SOURCESSOURCES

Concession BMW-MINI Montpellier (Mr. Jean Bernard DEBONO)

Le Marketing tudes et stratgies (Yves CHIROUZE Ellipses Edition Marketing S.A. 2003)

RETROVISEUR Hors-srie / la Mini dans tous ses tats 2006 / Edition LVA

www.minimania.com , Technical informations

www.mini.fr , Mini web site

www.wheelsdirect2u.com/mini-cooper.htm , Information about Mini Cooper

www.mini.com , International websitewww.mini.fr & www.miniusa.com

www.ciao.fr Consumer reports

www.caradisiac.com , Technical informations and car test drive

www.turbo.fr , Minis actuality and car test drive

www.enerzine.com , About the Mini Cooper Quad Electric Drive

www.motorlegend.com ,About the Mini Cooper S John Cooper Works

www.dhnet.be ,Auto-moto

s report about the Mini Cooper S cabrioletwww.ecocentric.com , Marketing and eventswww.management.journaldunet.com/dossiers/050480marque/mini.shtml, Brands history

www.club-nouvelle-mini.com, Meetings, events

www.culture-buzz.com, About minis buzz marketing

mini cooper version finale

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