bmw "clever" presentation

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Clever Project - september 2012 Developing Marketing Strategy Héloïse Broutin Hannah Chan Jean de Basquiat François Fuzeau Rashmi Kalbalia Target: Business man between 30 and 40 years old Positioning: The comfort of a car and the flexibility of a motorcycle HéloïseBroutin

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Market analysis and Marketing mix proposals to launch the BMW "Clever" concept car in France

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Page 1: BMW "Clever" presentation

Clever Project - september 2012 Developing Marketing Strategy

• Héloïse Broutin

• Hannah Chan

• Jean de Basquiat

• François Fuzeau

• Rashmi Kalbalia

Target: Business man between 30 and 40 years old Positioning: The comfort of a car and the flexibility of a motorcycle

HéloïseBroutin

Page 2: BMW "Clever" presentation

Agenda

• Understand the trends in the market of Urban Vehicles

Short introduction to BMW

Key Trends on the Market & Consumer

Competitors & Mapping

• Market Sensing

Segmentation, Target & Positioning

• Marketing Mix Proposals

HéloïseBroutin

Page 3: BMW "Clever" presentation

BMW premium positioning stay away from the automotive industry crisis

“Bayerische Motoren Werke”

Founded in 1917 Automobile, motorcycle and engine manufacturing market Despite economical Crisis…

BMW has is historical highest growth of turnover in 2011

Strong market position in the motorcycle sector

Motorrad

Premium Image Powerful Innovative High Quality

http://en.wikipedia.org/wiki/BMW http://alfredlargange.blogspot.fr/2007/10/etude-de-cas-la-bmw-z3_08.html http://www.grin.com/en/e-book/35573/a-case-analysis-exploring-customer-attitudes-on-bmw HéloïseBroutin

Page 4: BMW "Clever" presentation

Let’s focus on the compact urban vehicle market

HéloïseBroutin

Page 5: BMW "Clever" presentation

Competitive, evolving and standardised market

Market of Compact

Urban Vehicle

Political Pressure

Carbon Taxes

Tolling to reduce congestion in city center

Evolving consumer behaviour :

Smaller Family

Smaller Car

Preference for private transportation

Improvements in mobility technologies

electrical and hybrid engines

Safety and stability Environmental Issues

Pollution and urbanization

Mandatory technical and security tests for all

vehicles

Gmid – 2011 KPMG Global Automotive Executive survey for 2012 HéloïseBroutin

Page 6: BMW "Clever" presentation

Who is the customer for compact urban vehicle?

HéloïseBroutin

Page 7: BMW "Clever" presentation

Let’s meet Upper middle

class and Upper Class

28 medium age Live single, in

couple, or with one child

Living in the biggest French

cities

Care about environmental

issues

Love new technologies

Enjoy busy city lifestyle

http://www.insee.fr/fr/ HéloïseBroutin

Page 8: BMW "Clever" presentation

Who are the main competitors?

HéloïseBroutin

Page 10: BMW "Clever" presentation

… and therefore is highly competitive on traditional segments

High Comfort

Low Comfort

Standard way of driving

Maneuverability

Mini

Autolib’

Renault Twizy

Piaggio MP3

Usual scooters

Opportunities in high quality

Opportunities in low quality

HéloïseBroutin

Page 11: BMW "Clever" presentation

Who will be the customers for this market segment?

HéloïseBroutin

Page 12: BMW "Clever" presentation

Considering the urban population in France…

Lower class Middle

class Upper class

18-30

30-40

40-55

+ 55

Non Family

Family

Premium positioning in order to be coherent with BMW brand image

Exclude families due to the product features

HéloïseBroutin

Page 13: BMW "Clever" presentation

Going deeper in the segment’s car preferences…

Dynamic & sportive shapes

Futuristic look

Engine roaring noise

High technology design

Round shapes

Space for their bags & shopping

Comfort

Cute design

FEATURES MEN PREFER

FEATURES WOMEN PREFER

HéloïseBroutin

Page 14: BMW "Clever" presentation

So given the CLEVER design and features...

…we will narrow our target down to Men

Page 15: BMW "Clever" presentation

The target will be

• Commuting from home to work

• With busy lifestyle

30 - 40 years old male

professional

• To cope with BMW premium brand image strategy

High Income

• Attracted by high tech design and avant-garde products

Innovators

& Early Adopters

HéloïseBroutin

Page 16: BMW "Clever" presentation

To summarize our positioning:

« CLEVER brings together the comfort of the car and the flexibility of a motorcycle , that enables young businessmen to travel to work without worrying about the traffic disagreements»

HéloïseBroutin

Page 17: BMW "Clever" presentation

Our Marketing Plan

HéloïseBroutin

Page 19: BMW "Clever" presentation

How is Clever creating value for its customers?

Maneuverable in traffic

Safe & Confortable

Eco friendly Business friendly

connectivity

Classic scooter

Compact Urban car

Twizy

MP3

Autolib’

CLEVER

HéloïseBroutin

Page 20: BMW "Clever" presentation

Exclusive channel distribution in France richest major towns

http://www.journaldunet.com/economie/magazine/riche-ville/

We recommend a pull strategy to be coherent with the Brand Image of BMW, and the niche market

HéloïseBroutin

Page 22: BMW "Clever" presentation

10 000 € – 12 000 €

Recommended price according to reference price:

HéloïseBroutin

Page 23: BMW "Clever" presentation

Promotional Campaign recommendations

HéloïseBroutin

Page 24: BMW "Clever" presentation

Objective 1: raise awareness of the general public

www.parismarathon.com

Drive test in all BMW outlets in France

• Introduce the new vehicle to familiar BMW clients and new comers

• Convince about its comfort and maneuverability

Sponsoring Paris Marathon 2014

• Famous urban event (30 000 participants)

• Allows great visibility

Press Relation to be on Turbo and Automoto TV shows

• Popular TV shows great to introduce a new vehicle

Democratize this new concept of vehicle to French people

HéloïseBroutin

Page 25: BMW "Clever" presentation

Objective 2: trigger the need of target audience for Clever

Special Clever show on the BMW Paris Motor Show stand

• Create the buzz

• Get in touch with the targeted audience

Clever Stand at the Monaco Grand Prix

• Link the product to high tech performance, premium lifestyle and masculine universe of Formula One Grand Prix

Advertising in weekly magazines and their websites

• Get in touch with target audience via specific channel

Challenge will be to create the desire for the product and activate purchase

HéloïseBroutin

Page 26: BMW "Clever" presentation

Thank you for your attention

HéloïseBroutin

Page 27: BMW "Clever" presentation

References

• http://en.wikipedia.org/wiki/BMW • http://alfredlargange.blogspot.fr/2007/10/etude-de-cas-la-bmw-

z3_08.html • http://www.grin.com/en/e-book/35573/a-case-analysis-exploring-

customer-attitudes-on-bmw • http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw • http://www.bmwblog.com/2009/10/09/bmw-unveils-clever-concept • http://thekneeslider.com/archives/2006/04/27/carver-and-clever-

tilting-3-wheelers/ • http://www.journaldunet.com/economie/magazine/riche-ville/ • http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw • http://www.bmwblog.com/2009/10/09/bmw-unveils-clever-

concept/ • www.parismarathon.com • http://www.kpmg.com/GE/en/IssuesAndInsights/ArticlesPublications/D

ocuments/Global-automotive-executive-survey-2012.pdf (p7)

HéloïseBroutin