BMW by Bhaskar & Team (1)

7/31/2019 BMW by Bhaskar & Team (1)

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Bavarian Motor Works

THE ULTIMATE DRIVING MACHINE

BHASKAR

LAXMAN

RAGHURAMKIRAN RAJ

DEVI

RAMYA

AMULYA



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



MISSION:

• "The BMW Group is

the world's leading

provider of premium

products and

premium services for

individual mobility."



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.



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



SALES



.



Promotional Strategies before 2001

Radioadvertisements

TV and Print ads

Brochures andPrice lists

Events andTrade fairs.



• 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



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%.

• Print

• DVD



• 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



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.



DIFFERENT MODELS:



SUBSIDIARIES:



TWO WHEELERS &SPORTS CARS



.

BMW by Bhaskar & Team (1)

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