PRESENTATION ON LEVELS OF BRANDING

BMWSUBMITTED TO: SUBMITTED

BY:Mr. Shankar Sahay GROUP 5

Ankita Agarwal (08)

Kunal Kesari (26)

Lokesh Bhugani (27)

Pawan Tyagi (39)

Ravish Verma (41)

Renuka (42)Sahil Aneja

(47)Vijay Pratap

(58)

AGENDA INTRODUCTION

History of BMW BMW in India Logo Model Series

LEVELS OF BRANDING Attributes Benefits Values Culture Personality Users

INTRODUCTION

BAYERISCHE MOTOREN WERKE AG

Industry Automotive industryFounded 1916Founder(s) Franz Josef PoppHeadquarters Munich, GermanyKey people Norbert Reithofer (CEO),

Joachim Milberg (Chairman of the supervisory board)

Products Automobiles, Motorcycles, Bicycles

Revenue €50.68 billion (2009)Profit €204 million (2009)Employees 96,230 (2009)Website www.bmw.com

BMW is the acronym for Bavarian Motor Works.

It was founded in 1913 by Karl Friedrich Rapp in Munich (Germany).

It is a German automobile, motorcycle and engine manufacturing company founded in 1916 .

It's the world's largest premium car-maker and is the parent company of the BMW Mini, and Rolls-Royce car brand and formerly Rover.

It produces motorcycles under BMW Motorrad and Husqvarna brands.

HISTORY OF BMW Initially BMW started with the production of

aircraft engine.

The company consequently shifted to motorcycle production in 1923, followed by automobiles in 1928–29.

With German rearmament in the 1930s, the company again began producing aircraft engines for the Luftwaffe.

By 1959, the automotive division of BMW was in financial difficulties.

In 1992, BMW acquired a large stake in Californian-based industrial design studio Design works USA, which they fully acquired in 1995.

In 1994, BMW bought the British Rover Group and owned it for six years.

By 2000, Rover was making huge losses and BMW decided to sell the combine.

BMW, meanwhile, retained the rights to build the new MINI, which was launched in 2001.

The 1 Series launched in 2004, is BMW's smallest car, and is available in coupe/convertible (E82/E88) and hatchback (E81/E87) forms.

Chief designer Chris Bangle announced his departure from BMW in February 2009, after serving on the design team for nearly seventeen years

BMW IN INDIA BMW India was established in 2006 as a sales

subsidiary in Gurgaon (National Capital Region). A state-of-the-art assembly plant for BMW 3 and 5

Series started operation in early 2007 in Chennai. Construction of the plant started in January 2006

with an initial investment of more than one billion Indian Rupees.

The plant started operation in the first quarter of 2007 and produces the different variants of BMW 3 Series and BMW 5 Series.

LOGO

The circular blue and white BMW logo or roundel is portrayed by BMW as the movement of an aircraft propeller.

To signify the white blades cutting

through the blue sky – an interpretation that BMW adopted for convenience in 1929, twelve years after the roundel was created.

The emblem evolved from the circular Rapp Motorenwerke company logo, combined with the white and blue colors of the flag of Bavaria, reversed to produce the BMW roundel.

However, the origin of the logo being based on the movement of a propeller is in dispute,.

According to an article recently posted by the New York times, quoting "At the BMW Museum in Munich, Anne Schmidt Possiwal, explained that the blue-and-white company logo did not represent a spinning propeller, but was meant to show the colors of the Free State of Bavaria."

MODEL SERIES SERIES 1

BMW 1 SERIES (3 DOORS) BMW 1 SERIES (5 DOORS)

BMW 1 SERIES COUPE

BMW 1 SERIES CONVERTIBLE

SERIES 3

BMW 3 SERIES SEDAN

BMW 3 SERIES TOURING

BMW 3 SERIES COUPE

BMW 3 SERIES CONVERTIBLE

SERIES 5

BMW 5 SERIES SEDAN

BMW 5 SERIES TOURING

BMW 5 SERIES TURISME

SERIES 6

BMW 6 SERIES COUPE

BMW 6 SERIES CONVERTIBLE

SERIES 7

BMW 7 SERIES SEDAN

BMW ACTIVEHYBRID 7

SERIES X

BMW X1

BMW X3

BMW X3 (2010)

BMW X5

BMW X6

BMW X6 ACTIVEHYBRID

SERIES Z4

BMW Z4 ROADSTER

SERIES M

BMW M3 SEDAN

BMW M3 COUPE

BMW M3 CONVERTIBLE

BMW M6 COUPE

BMW M6 CONVERTIBLE

BMW X5 M

BMW X6 M

LEVELS OF BRANDING

ATTRIBUTES Attribution means, an abstraction of a characteristic

of an entity or substance.

Thus, BMW brand personifies, for example, "sheer driving pleasure" or the "ultimate driving machine," which is an outcome of multiple characteristics of the brand that include: Superb Build Quality; Engineering Excellence; Class-Leading Design (Expensive); Unparalleled Performance etc.

Of course, there are emotive attributes as well that

combine with the tangible one to create the overall brand personality of BMW.

BENEFITS Benefits means, something that promotes or

enhances well-being; it is an advantage.

Consumers not only buys attributes they also buy benefits.

Thus, BMW has converted their attributes into functional and emotional benefits.

SUPER BUILD QUALITY

It translate into functional and emotional benefit i.e. the handling of the car is so perfect that even in the worst case you can handle it very well, so the probability of accident in BMW is very low.

BMW provides these benefits in the form of:

Active knee protection

Adaptive brake lights

Enhance braking system

Frontal Offset Crash Test

Rearview Camera

ENGINEERING EXCELLENCE

It translates into functional as well as emotional benefits.

Innovative engineering and technology are at the core of what makes a BMW a BMW.

Every detail of a BMW is designed with a single goal in mind: to enhance the joy of driving.

They know because when they're not building BMWs, they (customers) are driving them. 

 

BMW provides these benefits in the form of:

Active Roll Stabilization

Active Steering

Alloy Wheels

Aluminum Suspension System

Lightweight construction

CLASS LEADING DESIGNS

It translates into emotional benefits .BMW make sure that great design ideas live on to become ultimate driving machines.

It creates more than just curves and lines. The tell-tale curve of the Hofmeister kink. The classic kidney grille. The sleek aerodynamic design. It's what makes BMWs every bit as joyful to look at as they are to drive.

BMW design is timeless and distinct, with classic details like the twin kidney grilles and four headlights connecting BMWs across generations. Avoiding fads and fashions, BMW is always looking ahead, leading the way in designing the cars of the future.

UNPARALLELED PERFORMANCE

It translates into emotional benefit.

BMW has created this benefit by providing an efficient product to their customers.

Which provides them comfort and joy drive without requiring service again and again with the flow of time.

Customers do not feel the need to change their vehicle or taking it to the service centre.

VALUES Values means, what does a brand says about

producer’s value.

Thus, BMW believes that their values shape the personality of their organization. It affects how they work, the services and products they provide to their customers and community.

The core values of BMW are:    Uniqueness through diversity     Leadership Teamwork    Associate Growth & Development Excellence through Quality & Innovation       Fair   Responsive   Efficient

CULTURE Culture means, the ways in which

people perceive, interpret, and understand the world around them.

Thus, BMW follows following cultures:

German Culture in the form of Art and Motor Racings. The idea of the BMW Art Car came to life in 1975. Hervé Poulain entered the 24-hour Le Mans race for the first time. He wanted to create link between the both.

Over the last 20 years fifteen art cars have been created. Internationally acclaimed artists including Andy Warhol, Michael Jagamara Nelson and Matazo Kayama have applied their talents to BMW cars.

Hitler Philosophy in the form of organized, efficient and high quality. Regardless of your job title all levels work together to create ideas to better the brand and product. Team brainstorming is done on a regular basis and everyone’s input is valued. BMW was one of the first companies to offer profit sharing in Germany to its employees.

BMW has been committed to the world of culture for approximately three decades. It is one of BMW's commitments to take a close look at trends within society and serve as a driving force for new developments. Technology shapes our culture in the same way as culture refines our technical world.

PERSONALITY Personality means, The totality of

qualities and traits, as of character or behavior, that are peculiar.

Thus, BMW relates to Pretentious, wealthy, condescending (Sophistication). The relationship could be similar to one with a powerful boss or a rich relative.

He likes recognition and status; he wants people to see he’s important.

He’s powerful.

He goes his own way in the world. He’s free.

He’s got a fun sense of adventure.

It’s no surprise that BMW teamed up with James Bond in “Tomorrow Never Dies.” It is almost identical to Bond’s.

USERS BMW regularly undertakes

research into its customers' profiles looking at demographic criteria, such as age and sex, lifestyle, their views on motoring and the way in which they use their cars. The information is used across all areas of the business, from the design and development of the cars themselves, to the way BMW advertises its brands.

One thing all BMW customers have in common is their appreciation of driving fun and sporty, yet elegantly designed cars.

Within the BMW product range, we can see various differences in their customers' profiles. For example:

For female customers tend to prefer open driving, reflected in a preference for the BMW 3 Series Convertible and BMW Z4.

The spaciousness and interior versatility of the BMW X Models, X3 and X5, attract modern families with children in their households (50%-60% having at least one child).

Customers of our 3 Series and 5 Series Touring models are characterized by an active lifestyle, with an exceptionally high interest in outdoor activities, such as water sports, cycling and skiing.

Together with the Z4, the BMW 1 series shows the highest share of urban customers aged 39 years or younger (40%). This truly makes the BMW 1 series, not only in terms of its launch date, a young model in the BMW portfolio.

REFERENCES

www.bmwusa.com

www.wikipedia.com

THANK YOU!!!