Bmw Presentation
15
Marketing Group No.1 Adrian Abhishek Ashish ... ... Alex Kanchan Naja
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13-Sep-2014 -
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MBA Marketing module - The objective was to identify and target a new customer segment or \'tribe\' for BMW.
Transcript of Bmw Presentation
Marketing Group No.1
Adrian AbhishekAshish... ...
AlexKanchanNaja
Marketing communications strategy
Communication objectivesTargeting a “tribe”
Some theory first
THE TREND
THE GATHERINGS
THE PLACES
THEDAY-TO-DAY
PRACTICE
The Clover model
The Target audience (“Tribe”)
UK Teenagers, 15-17, SEC A, A+Total market size 1.5 million
The proposition
“Can’t wait to be 17!”
The channels
How to communicate with them?
The Ultimate BMW Racing Game• Includes all current BMW models
• The Ultimate Driving Machine experience!• Compete online against your friends/rivals!
Public relations
Road safety
Celebrity endorsement
Teen icons
Happy 17th Birthday!
Strategic tie-ups
Customer Relationship ManagerUnited Kingdom
Conclusions
