Camillle Claudio | Shelley Harse | Richard Hopper | Jill Whitley March 10, 2010

Launching the BMW Z3 Roadster

EXECUTIVE SUMMARY

Target: 35-65 year old male driving enthusiasts.

Communication Objectives: Increase awareness, knowledge and liking of the BMW Z3 during Phase 2.

Messaging: Convey feeling of excitement and a bold lifestyle while reducing cognitive dissonance among early adopters.

Media: Achieve high reach and frequency using a combination of Traditional and Non-Traditional Media.

CURRENT SITUATION ASSESSMENT

1) Sales have grown 48.6% since 1990

2) The Z3 is the only current roadster on the market

3) German engineering, American made

4) Unprecedented success of Phase 1

5) Initial product reviews and WoM are positive

1) BMW’s corporate image is serious and tradition bound

2) Low numbers of models available to display at dealers

1) Porsche and Mercedes are developing a competitive model to the Z3

2) Cannot control third party endorsements of the product

1) High interest across a variety of demographics

2) Summer Olympics in Atlanta 3) Academy Awards

THE FOOT CONE & BELDING GRID

AFFECTIVE (feeler)Jewelry, cosmetics, fashion apparel,

motorcyclesFeel – learn – do

Test: Attitude Change and Emotional arousal

Media: Large space and Image specials

Creative: Executional and Impact

INFORMATIVE (thinker) Cars, house, furnishings, new

productsLearn – feel – do

Test: Recall and DiagnosticsMedia: Long copy format and

reflective vehiclesCreative: Specific information

and Demonstration

HABIT FORMATION (doer) Food and household items Do – learn – feel

Test: SalesMedia: Small space ads,

Radio, POSCreative: Reminder

SELF-SATISFACTION (reactor) Cigarettes, liquor and candyDo – feel – learn

Test: SalesMedia: Billboards, Newspapers and

POSCreative: Attention

COMMUNICATIONS EFFECTS PYRAMID

Knowledge / Comprehension

Awareness

Liking

Preference

Conviction

Action

CLASSICAL CONDITIONING THEORY

Unconditioned Stimulus

Sophisticated

Adventurous

Unconditioned Response

Conditioned Stimulus Conditioned Response

STRATEGIC OPTIONS

1) All Non-Traditional Media

2) Majority Non-Traditional Media

3) Majority Traditional Media

NON-TRADITIONAL MEDIAPROS CONS

Less expensive Third-party credibility Less media clutter Can help build the brand image as unconventional Possibilities of interacting with the brand or product Possibility for more creativity

Risky Less reach Limited exposure time No consistent metrics No absolute control over message content Can be perceived as intrusive

TRADITIONAL MEDIAPROS CONS

Mass coverage Reach Frequency Segmented audiences Controlled messaging Measurement Nontraditional media can compliment traditional media Media vehicle can add prestige

Expensive Clutter Consumer distrust and skepticism MAJORITY

TRADITIONAL MEDIA

To male driving enthusiasts ages 35-65 who seek unique forms of expression, the BMW Z3 is the roadster sports-car that offers both performance and individuality through the marriage of German engineering and the American experience.

POSITIONING STATEMENT

COMMUNICATIONS OBJECTIVES

1) Increase awareness of the BMW Z3 among the target audience to 85%

2) Create knowledge of the ‘Made by BMW’ label as a symbol of quality among the target audience to 40%

3) Increase conviction that the BMW Z3 is the best roadster among the target audience to 25%

Dare to drive.

MEDIA OBJECTIVES

Reach of 85 percent

Frequency of 7

BUDGET ALLOCATION

Camillle Claudio | Shelley Harse | Richard Hopper | Jill Whitley March 10, 2010

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