bmw-company of ideas
TRANSCRIPT
Company of Ideas Campaign…
Presented by:Prabh Simran KaurShanu SharmaDebraj SinhaJijo MathewMedhajAbhishekRitesh Rungta
What comes to your mind?
A car that’s fun to drive…The Ultimate Driving Machine!!
An independent spirit.Drive to challenge conventional
wisdom.Offers both, substance & style.
1928
2000 2008
Entered car manufacturing in 1920’s Initially failed in the premium segment. Gained reputation as manufacturer of sports sedans such as BMW 700, BMW 1500“Hofmeister Kink” trademark design featureVentured into overseas market… USA, South Africa, Japan, AustraliaAcquisition of “MINI” & “LAND ROVER”
New campaign-Company of IdeasEmphasis on The Creative ClassEncouraged InnovationNo compromiseA brand that stands for larger values
BMW Then & Now
An innovative way of marketing cars.Wanted to connect with a class of
customers whose thinking matched with that of BMW..
A sure shot formula to impress this class…
“The Creative Class”Sharp deviation from “The Ultimate
Driving Machine”Company of ideas focused on BMW to be
nurturer of creativity & radical ideas.
“Company of Ideas”
As per the company’s perspective…..
BMW management was in need for a
change…WHY? ?- 75% of the luxury car buyers
didn’t consider BMW at all !!
- Perception among the masses.- Bring into forefront certain
dimensions that were unknown.- In search of different avenues to
increase sales.
“Company of Ideas”Was it necessary???
To reach out to new customers.To portray themselves into the
mindsets of the customers.To bring in 3 major changes in.. - Product Acceptance - Customer Satisfaction - Further adding the new aspect
of “DELIGHT” to customer satisfaction
Was it necessary???
What did the critics say???
Was BMW losing its soul??
Bad Advertising…
Threatened by competition…
Trying to be everything to everyone
Shift from core brand proposition to new age
marketing mumbo-jumbo
S.W.O.T Analysis…
Strengths… Passion & Dedication
to move forward Innovation Strong expansion
plan Risk taking Consistent
communication Brand management Environmental
sensitivity
Weaknesses… Creeping like a
tortoise Inadequate
market research Confusion &
Dilution among customers
No critic’s support
S.W.O.T Analysis…
Opportunities…Launch of new
plantsBelief in
experimental branding
Foray into new markets
Possible acceptance among females
Emotional aspect
Threats… Increase in
competitionFear of U.S. anti-
trust regulationsComplacencyProgressive
middle class & stressed educated people
Conclusion
BMW wanted to achieve excellence… So for them excellence is the result of caring more than what others think is wise…..Risking more than what others think is safe … Dreaming more than what others think is practical…And expecting more than others think is possible !!