bmw "clever" presentation
Post on 13-Sep-2014
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Market analysis and Marketing mix proposals to launch the BMW "Clever" concept car in FranceTRANSCRIPT
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
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
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
Let’s focus on the compact urban vehicle market
HéloïseBroutin
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
Who is the customer for compact urban vehicle?
HéloïseBroutin
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
Who are the main competitors?
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The market offers various mobility solutions to consumers …
http://www.notre-planete.info/actualites/actu_3210_Autolib_Paris_environnement.php
The « classic » 4 wheels
The « classic » 2 wheels
The inovative 4 wheels
The innovative 3 wheels
The self service car rental
http://rollinfree.blogspot.fr/2009/06/french-motorcyclescooter-market-may.html HéloïseBroutin
… 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
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Who will be the customers for this market segment?
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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
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
So given the CLEVER design and features...
…we will narrow our target down to Men
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
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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»
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Our Marketing Plan
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Clever by BMW is a proper revolution for businessmen…
… but its advantages need to be explained to the target and the general public
• Compact dimensions of motorcycle enable to drive through traffic • Stability and safety of a car - closed cockpit - tilting system - heating pilot seat - foldable passenger seat • Ecofriendly hybrid engine • High connectivity system
- Bluetooth connection - ultimate stereo sound
http://thekneeslider.com/archives/2006/04/27/carver-and-clever-tilting-3-wheelers/ HéloïseBroutin
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
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
High price policy to deliver the premium value feeling
we used reference pricing strategy to determine our price points
http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw http://www.bmwblog.com/2009/10/09/bmw-unveils-clever-concept/
MP3 Piaggio BMW motorcycle
8 000€
15 000€
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10 000 € – 12 000 €
Recommended price according to reference price:
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Promotional Campaign recommendations
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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
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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
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Thank you for your attention
HéloïseBroutin
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