bmw response to rfp

7/30/2019 BMW Response to RFP

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ANALYZING THEEFFECTIVENESS OF BMWFILMS

A RESEARCH PROPOSAL

Pamela Prieto

Yvonne Tran

Fei HaoNovember 12, 2012


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OVERVIEW

o Situational Analysis ofBMW Films

o Specific Aims of the

Research

o Research Design

Background Information

Study Population Methodology

o Timeline and Budget


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STRENGTHS

Impactful way to showcase BMW's product capabilities

Shareable content lead to increase in brand awareness

Videos resulted in 9.5+ million views

Registration led to growth in customer contact database Positive reception from viewers and movie critics

Comments indicate a positive perception of the BMWbrand

The Hire is what movies might be like if

someone decided to give James Bond a soul

The New York Times


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WEAKNESSES Questionable return on investment

Did the films generate direct sales?

Is there a likelihood to purchase BMW after watching

the films?

Requires active involvement

Campaign reaches only the people who are curious

or interested enough to visit the website

Excludes people who dont have the access or desire

to use the Internet


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WEAKNESSES

Less effective in reaching typical BMW consumers

Reaches younger and lower income viewers than the

typical BMW buyers


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OPPORTUNITIES

Great potential to turn their BMW Films audience intoactual customers

Early engagement to influence brand image in future potentialbuyers

Redirect marketing efforts to reach target customers

BMW Films Visitor ProfileAge

16-34(60%)

35+ (40%)


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OPPORTUNITIES

Drive traffic to BMWs

website

Increase understanding

of potential customerstastes and preferences

Strengthen theinnovative and edgybrand image


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THREATS

Diluted effects in second installment Campaign loses its edge with increased exposure

Copycat projects

Saturated market

Comparative evaluations based on entertainment values More critical viewers


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SPECIFIC AIMS

The main purpose of this study is to determine whether tocontinue to build on the BMW Films idea and how to do

so or to start looking for new ideas for the next marketingcampaign.

The study must:

Evaluate the effectiveness of the existing campaign Guide BMW through their available choices to the most

profitable option


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SPECIFIC AIMS

Phase 1: Is the BMW Films campaign worth continuing? What is the brand image of BMW?

Does the brand image match BMW expectations?

Did the campaign affect intent to purchase a BMW in the

future?

Did sales increase because of the campaign?

How can BMW improve the effectiveness of the campaign?

If the campaign was effective, is there an interest in new

films?


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SPECIFIC AIMS

Phase 2: If the BMW Films campaign is successful, how

should BMW proceed?

Option 1: Make the existing films available to a wideraudience

Option 2: Make a feature-length film


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NECESSARY BACKGROUND INFORMATION Luxury-car industry landscape BMWs competitors

BMWs target audience lifestyles and habits

Factors that affect brand-image formation

Effectiveness of nontraditional advertising

Internet

Social media

Web videos


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METHODOLOGY PHASE 1

Research Question: Is the BMW Films campaign

successful in branding and influencing intent to purchase?

Study Population

Viewers who registered with BMWFilms.com

Non-viewers found through market research online

panels


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METHODOLOGY PHASE 1 Method: Survey to evaluate attitudes and behaviors

How people perceive the BMW brand

Their attitudes toward the brand

Habits of media consumption Intent to purchase

Interest in development of future films


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METHODOLOGY PHASE 2

Study Population

Sample respondents

should overall reflect

BMWs target consumer

Mostly male (2/3)

35+ year olds

Higher income bracket

~$100,000

College-educated

The BMW Customer

Research Question: How should BMW continue their films

campaign?

Average Age:46

Median Income:$150,000

76% CollegeEducation

63% Male


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Option 1: Reaching a Wider Audience

Movie theaters

Television

DVDs

METHODOLOGY PHASE 2


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METHODOLOGY PHASE 2

Movie theaters:

Previews as precursors to feature films

Survey of moviegoers

Test Market: Three cities and one theater per city


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METHODOLOGY PHASE 2

Television

Broadcast the movies several times

during a one-week period Telephone survey

Random digit dialing sampling


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TIMELINE & BUDGEToPhase 1:

Questionnaire design and sampling: 2 weeks

Data Collection: 2 weeks

Data Analysis and Creation of Report: 2 weeks

Total = 6 weeks

Estimated cost = $23,000

oPhase 2: Option 1: Wider Audience

Questionnaire development and sampling: 2 weeks

Data collection: 1 week

Data Analysis and creation of report: 3-4 weeks

Option 2: Feature-Length FilmDesigning and sampling: 1 weekExecution: 3 days

Analysis and Report: 1 week

Total = 8 weeks

Estimated cost = $95,940


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THANKYOU.

bmw response to rfp

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