BMW Marketing Plan Presentation 2012 By IBV team

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BMW Marketing Plan Presentation 2012. Branding and Marketing for BMW X1 in Indonesia. This slide became TOP 5 (Finalist) in Indonesia Marketing Plan Competitition 2012 in University of Indonesia. The theme is "Joy for the Young".

Transcript of BMW Marketing Plan Presentation 2012 By IBV team

Page 1: BMW Marketing Plan Presentation 2012 By IBV team
Page 2: BMW Marketing Plan Presentation 2012 By IBV team

Current Market Position

• Jumlah penjualan BMW di Indonesia mencapai pertumbuhan sebesar 40% di bulan Agustus 2012

• Penjualan BMW X1 meningkat sebesar 200% di bulan Agustus 2012

• Menempati posisi kedua penjualan terbanyak kategori Premium Car di Indonesia

• Mendapat penghargaan Autobild Indonesia Award Best Compact Luxury SUV-BMW X1 2011

• Meraih penghargaan ”The World’s Most Sustainable Car Maker”

• Saat ini BMW Indonesia memiliki 16 dealer dan 2 BMW studio

Page 3: BMW Marketing Plan Presentation 2012 By IBV team

Target Market Analysis

Page 4: BMW Marketing Plan Presentation 2012 By IBV team

BMW X1

BMW X1 facelift in New York Auto Show 2012

BMW X1 Facelift 2013:• New modern & bold lamp (LED & Xenon)

• New gril with chrome accent • New redesigned awesome bumper

Category: Sport Activity Vehicle (SAV), Compact Sport Utility Vehicle (SUV)

Series: sDrive18i Business(CKD), sDrive18i(CKD) Executive and sDrive20(CBU)

Engine: 1.995cc, Petrol and Diesel, 4-Cylinder, valvetronic

Positioning: Premium SAV/SUV

Brand Personality: Urban, symbol of status and success, eco-friendly and efficient fuel consumption

Branding Campaign: “Story of Joy”

Price: IDR 489 – 639 million

Page 5: BMW Marketing Plan Presentation 2012 By IBV team

Competitor Analysis

Price

Joy Level

X1

Outlander

Q3

CX 5

Hadir Tahun 2014Informasi Rinci masih belum tersedia

GLA

Page 6: BMW Marketing Plan Presentation 2012 By IBV team

Q3

GLA

Competitor Analysis

Price

Joy Level

X1

Outlander

CX 5

Efficient Dynamic four wheel drive, x-drive

489 juta– 639 juta

Pemuda

Page 7: BMW Marketing Plan Presentation 2012 By IBV team

X1

Competitor Analysis

Price

Joy Level

Outlander

CX 5

GLA

Quattro all wheel drive

525 juta

Pemuda

Q3

Page 8: BMW Marketing Plan Presentation 2012 By IBV team

X1

Q3

GLA

Competitor Analysis

Price

Outlander

CX 5

Bi-xenon dan auto leveling lamp

Skyactive tech

375 juta – 410 juta

Joy Level

Page 9: BMW Marketing Plan Presentation 2012 By IBV team

Competitor Analysis

Price

Joy Level

X1

Outlander

Q3

CX 5

GLA

Super wide range HID heap lamp

Female friendly

289 juta- 325 juta

Page 10: BMW Marketing Plan Presentation 2012 By IBV team

Strong Brand in premium class

SWOT Analysis- Memerlukan tambahan pencitraan untuk meningkatkan Brand Personality

Website lengkap, tetapi terlalu padat, banyak detail kata dan teknis. Kurang konten interaktif

Excellent perceived quality dalam hal engine

Luxury affordable

Trend positif dalam penjualan BMW, khususunya seri X1 yang naik 200% (Agustus 2012)

Segmen premium compact SUV/SAV masih sepi pemain / kompetitor

Bisnis Indonesia, Jum’at 5 Oktober 2012

Page 11: BMW Marketing Plan Presentation 2012 By IBV team

OBJECTIVESOur aim:• Build High Brand Equity that

targeted young generation• Encourage people to test drive• Maximizing branding campaign

to generate more sales• Having “true friends” customer

Flanking strategy for dominate market share:• Dominate in uncontested area • Unexpected or surprising strategy• Increase promotion, good positioning

and increase channel/distribution

Page 12: BMW Marketing Plan Presentation 2012 By IBV team

MayAprilMarchFebruaryJanuary 2013December

BMW X1 Marketing Roadmap

Public Relation

Youth Media and Forum

Gathering for Launching

BMW X1 facelift

BMW “Joy Shooting “ & test drive with Iko Uwais

RegularActivities

Dian Pelangi Fashion Show & introduction

BMW X1 facelift

Online Media

Print and Outdoor

ad

AT

LB

TL

HireBrand

Ambassador

Improving and maximizing the use of online media

Photography competition “Joy for the Young”

Advertise in Grand Indonesia Shopping Town and Hotel Indonesia

Advertise in youth media, business and entrepreneurshipmagazine

Community Gathering

Page 13: BMW Marketing Plan Presentation 2012 By IBV team

May May April April

Objective- To promote and communicate Branding Campaign in online media

Time Line

Concept

• Utilize social media

• Establish microsite to promote campaign of BMW X1

• Advertising in high traffic online media (based on alexa rank) such as www.kompas.com

• Advertorial thread in large and high class forum/community such as www.darahkubiru.com

• Establish forum/community for BMW X1 user with sophisticated web design

March MarchFebruaryFebruary January 2012 January 2012DecemberDecember

ItemsPromotion Tools (example)

Concept development Social media improve-ment Ads online

Estimated Budget : IDR 100.000.000

Microsite development Forum/community website devel-opment

Community gathering (Kopi Darat)

Improving and maximizing the use of online media

Page 14: BMW Marketing Plan Presentation 2012 By IBV team

Beriklan di MajalahOBJEKTIF: Memahami lebih spesifik target pembaca dan beriklan dimana pembaca/potential customer yang utama berada

BENEFIT: • Tepat sasaran pada pembaca yang diinginkan• Grafik display yang bagus membuat

pembaca lebih tertarik dengan produk

BENTUK ADVETORIAL

Mengedukasi secara detil serta

keunggulan produk,

memberikan gambaran nyata kepada pembaca

Page 15: BMW Marketing Plan Presentation 2012 By IBV team

Time LineTime Line AprilMaretFeb

ObjectiveObjective - Melanjutkan hubungan kerjasama antara Pertamina dan BMW- Memperluas dan memperkuat brand awareness

ConceptConcept

- Memasang banner di 15 SPBU ternama di daerah Jakarta serta Kota-kot besar lainnya, seperti Surabaya dan Bali.

- Pertamia Dex sebagai official fuel

BMW X1 (diesel) yang mendukung BMW EfficientDynamics

BannerBannerItemsItems

Banner

Page 16: BMW Marketing Plan Presentation 2012 By IBV team

Brief Agency Negotiation with media Photographer and BMW X1 user Print Ads and social media

ObjectivePublic grab attention towards BMW user gatheringTo create WOM effect

Time Line

Concept

- BMW User communty kong kow – kong kow bareng di daerah Hotel Indonesia.- Journaslist atau media diajakUntuk meliput event ini- Menunjukkan rasa kekeluargaan sesama BMW user

Kongkow – Kongkow BMW X1 User di parking area Plaza Indonesia

Tools

Execution and planning the next kong kow2 event

Items

MayAprilMarchFebJanDec

Page 17: BMW Marketing Plan Presentation 2012 By IBV team

Dian Pelangi Contract Negotiation with mall ,(Fx Sudirman) and Plaza Indonesia Print Ads

Objective Public grab attention towards fashion show Strenghten the image of BMW X1 is masterpiece not only for man but also for women

Time Line

Concept

Method : Dian Pelangi Fashion Show while Launching BMW X1 Facelit. Place : @ Fx Sudirman and plaza Indonesia.Theme : “Joy’s towards stlye & fashion”

Show that BMW X1 Modish and fashionable for “Youth “.

Dian Pelangi Fashion Show & Launching BMW X1 facelift

Promotion tools

Execution days

Items

MayAprilMarchFebJanDec

Page 18: BMW Marketing Plan Presentation 2012 By IBV team

June June May MayTime LineTime Line

ConceptConcept

April April March March Februay FebruayJanuaryJanuary

ItemsItems PreviewPreview

Budget : IDR 50 Juta

Perkenalan BMW X dengan kegiatan menembak bareng Iko Uwais dan test drive

Iko Uwais menemani peserta menembak sambil merepresentasikan BMW X1

Iko Uwais harus bisa mendapatkan “customer insight”

ObjectiveObjective- To create worth of mouth (WOM) effect- To experience with BMW X1- To create strong image that BMW is gentle.

Page 19: BMW Marketing Plan Presentation 2012 By IBV team

Photo Competition

Page 20: BMW Marketing Plan Presentation 2012 By IBV team
Page 21: BMW Marketing Plan Presentation 2012 By IBV team