BMW Advertising & Marketing Strategy

The Ultimate Driving Machine

Draft Agenda

• Introduction

• Marketing Overview

• Advertising Overview

• Target Audience

• Marketing Channels

• Advertising Campaigns

• Competition Analysis

Introduction

•BMW is Bayerische Motoren Werke

• Industry :Automotive industry

• Founded :1916

• Founder: Franz Josef Popp

• Headquarters: Munich, Germany

• Products : Cars, Aircraft engines, motorcycles

• Employees : 96,230

• Subsidiaries :Rolls-Royce Motor Cars, Mini,

BMW Motorrad , Husqvarna

Marketing Overview

Consistent marketing policy, the 'market niche' strategy

Branding based on four core values, which are: Technology ,Quality, Performance & Exclusivity

Message of these values being portrayed in advertising campaigns BMW ads and campaigns are in response to the social, economic, environmental and

competitive changes

Providing the dealers with a central source for advertising, BMW ensures that all communications remain standardized as well as maintaining BMW’s brand values.

BMW also relies on its sensitivity to the environment

Advertising Overview

BMW’s advertising strategy is based on four concepts:

• Core brand value

• Sniper Strategy

• Centre of Gravity

• BMW tone of voice

Promotion SlogansSlogan Used Time Frame

‘A Luxury car that provides an exhilarating driving experience’

Introduced in the year 1971The first great opportunity

The Ultimate driving machine Being used from past 15 yearsOverall brand focus and prestige

Designed for peace of mind, Not just peace and quite

Still usedFocus on 7 series

BMW core values at more attainable price

Still usedFocus on 3 series

BMW- The smart choice New strategy with focus on brand, product, franchise and organization

'Pre-Owned. We Swear.' New slogan To promote sales of pre owned cars

.

Target Audience

The target market for BMW includes:

• Generation Xs and Dot comers

• Average work hard and play hard was 46 years old. Two thirds were male,

married and no children. The median income was $1,50,000.

• Creative class

• High net worth Individuals and Professionals who earn $90,000 and above

per annum.

Marketing Channels

BMW’s marketing channels are as follows:

• Television commercials

• Internet

• Print

• Event Sponsorships

• Mobile marketing

TV Commercials

• TV reaches a much larger audience than

local newspapers and radio stations, and it

does so during a short period of time.

• TV reaches viewers when they're the most

attentive.

• It allows the company to convey their

message with sight, sound, and motion,

which can give their product instant

credibility.

•It gives the company an opportunity to be

creative and attach a personality to their

brand.

TV Commercials

Orang Utan commercial Creative Class Campaign

http://www.youtube.com/watch?v=YwuY27-A_us

http://www.youtube.com/watch?v=nxtVPjYDfvM

Why Internet ?

Wide Reach – Geographically, you can access local, national, or even global markets to expand

Measurable – Track visitation stats, conversions, paths through a website

Affordable – Internet Marketing is on average less expensive than traditional media

Interactive – Allows quick and easy communication between advertiser and visitor via filling out online forms, email, or even live chat that further increase the chance of a sale or conversion

Internet Advertising

Why Print Media?

• Specific Target Audience

• Loyal Readerships

• Special Ad Positioning

• Credibility

• Long Life Span

• High Reach Prospective

BMW Print ad campaign

• Inspiring Designs Don’t Always Start

on Paper -5 series

• Motion is our Muse- 5 series

• Car Seat- Mini

• Oftalmologist and Cardiologist ads-

‘BMW workshop,

specialized medicine

for your vehicle’

Vintage Ads

BMW Sponsored Events

BMW Motorsport.BMW cars demonstrate their sporting genes on many important stages: 24-hour classics, production car racing, the Formula BMW junior series, and customer racing

BMW Golf Sport.BMW is partner of important professional tournaments like the BMW Championship, Ryder Cup, BMW PGA Championship and BMW International Open

BMW Yacht Sport.The commitment to the sport ranges from BMW ORACLE Racing to the largest international regatta series for amateurs, the BMW Sailing Cup.

Advertising Campaigns

Successful BMW campaigns:

• Company of ideas

• Washroom ad campaign.

• Mobile video ad

• ‘BMW is JOY’ marketing campaign.

• BMW Films.

• Rampenfest viral campaign.

‘BMW IS JOY….’• The ‘Story of Joy’ is created to establish sentiment shared throughout BMW

that the company is more than a car company.BMW is creators of joy

• The campaign heavily incorporates high-impact television placements to run

on NBC, MSNBC and CNBC during the 2010 Winter Olympic Games and the

Academy Awards.

• Depicts the futuristic-looking BMW Vision Efficient Dynamics Concept

http://www.youtube.com/watch?v=Pm9yb1w7-Lc

BMW Films

• ‘The Hire’ is a series of eight short films.

• The films were made to lure upscale, mostly male audience.

• To exploit the popularity of the Internet.

• It is estimated that over 85% of potential car buyers will conduct their initial research on the Internet before they buy

• After the series began, BMW saw their sales numbers go up 12% from the previous year

• Following the web site films, traffic to the site was up 55% to 214,000 compared to only 138,000 the previous week.

• BMWFilms.com was one of the Internet’s fastest growing sites.

Rampenfest viral campaign

•The idea is simple and witty

•Launched for internet savy audience

•Campaign designed mainly for Face book and YouTube users

Competition Analysis AUDI

Some of the salient features of Audi’s marketing are

• Have a strong slogan ‘progress through technology’

• Activities in the field of sports, art and culture.

• Multitronic campaign.

• Promoting through video games.

• Audi TDI-(Audi Mileage Marathon)

• Trade Fair

• A1 e-Tron concept

• Uses Viral Marketing & Social Media campaign.

• Play Station Home Platform known as Audi Space.

• Use Marketing Stunts.

BMW vs AUDI Ad Campaign

BMW & AUDI Bill Board War

Thank YouSharath, Manoj & DilipKumar