BMW(Karan Khanna & Soumya Nair Section - C)
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Transcript of BMW(Karan Khanna & Soumya Nair Section - C)
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MARKETING MANAGEMENT
BMW
STRATEGIES SOUMYA NAIR 07KARAN KHANNA 44
Section C , M&S(09-11)
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HISTORY OF BMW The origins of BMW trace back to 1913 when Karl Friedrich Rapp, a
Bavarian who had been a well-known engineer in a German aircraftcompany, formed Rapp Motoren Werke in a suburb of Munich.
The company expanded too quickly, however, BMW was founded in 1916and headquartered in Munich.
Rapp Motoren Werke merged with Gustav Flugmaschinefabrik to form
Bayersiche Flugzeungwerke. It was shortly afterwards renamedBayersiche Motoren Werke (Bavarian Motor Works), or BMW, formingthe company we know today.
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BMW has operations in 120 countries all over the world.
1997 production of 12 Lakh vehicles.
BMW is parent company of MINI and Rolls Royce.
BMW technology now allows buyers to design their own models from
350 variations, 500 options and 90 exterior colors and 170 trims.
Company claims that 80% cars bought in Europe and 30% in US are built
to order
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BMW: Selling an Emotional Product that Fulfills
Wishes for Status
To buy a BMW is an attempt to purchase status. BMWs
success, despite all the technological advancements to which
the company can rightly claim, is far more dependent upon thesuccessful branding of their product.
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STRATEGY IN INDIA
Luxury car maker BMW India has achieved 100 per cent
growth in its car sales this year. BMW India have already
sold 2,908 cars by the end of 2008 year against 1,387 in
2007.
The car maker plans to strengthen its dealer network bystepping into tier II markets of Ludhiana, Bhubaneshwar,
Jaipur and Coimbatore by 2009 end. Presently, 12 dealers
represent BMW in the Indian market.
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BMW INDIA - CARS AND PRICES
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CAR / MODEL APPROX PRICE IN LACS(on road delhi) ENGINE cc/cylinder
3 SERIES
320i 325i
320d
27.033.0
29.7 30.7
1995 / 42497 / 6
1995 / 4
5 SERIES
520d
525i
530i
530d
36.9
40.9
46.2
43.2 46.8
1995 / 4
2497 / 6
2996 / 6
2993 / 6
6 SERIES
650i Coupe
650i Convertible
79.6
87.9
4799 / V8
4799 / V8
7SERIES
730Ld
740Li
750Li
760Li
79.38
85.80
93.30
133.92
2993 / 6
2979 / 6
4395 / 8
5972 / 12
XSERIES
X3 2.5si
X5 4.8i
X5 3.0d
X6
41.9
79.0
55.9 62.9
2497 / 6
4799 / V8
2993 / 6
ROADSTER
Z4
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SALES AND COMPETITORS
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BMW GROWTH
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MARKETING MIX
Metropolitan cities Delhi, Mumbai,Bangalore,Hyderabad. (Tier Icities)
Limited promotion
Mainly in Car xpo
New Launches
Price range varyfrom 28 lakhs to1.5 crores
Series
5 Series
series
series
Series
PRODUCT PRICE
PLACEPROMOTION
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POPs and PODs
When BMW made a strong competitive push into the US market in early
1980s it positioned the brand as being the only automobile that offered
both luxury and performance. As American luxury cars were lacking performance and performance cars
were lacking luxury
BMW was able to simultaneously achieve
1. A point-of-difference on luxury and point-of-parity on performance
w.r.t performance.2. A point-of-difference on performance and point-of-parity on luxury
w.r.t luxury.
This justifies the slogan THE ULITIMATE DRIVING MACHINE and this slogan captured the newly created
umbrella category Luxury Performance Cars.
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LINE FILLING
BMW has morphed from one-brand, five model car maker into three-
brand, 10 model power house. Not only has the car maker expandedBMWs product range downward with mini-coopers but it also has built
it upwards with Rolls-Royce.
The company has used line filling successfully to boost its appeal to
wannabe-rich, the rich and the super-rich.
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