bmw z3 roadster case analysis_group 4_section d

8/9/2019 BMW Z3 Roadster Case Analysis_Group 4_Section D

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Launching the BMW Z3 Roadster

Case Analysis

Group 4, Section D

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Launching BMW Z3 Roadster, Group 4


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W12 LA)C1 5 Z3 S M%R6A)6 5R BMW7

BMW wanted to change its reputation from a German Company toa G!o"a! Company

#ransition from Made in Germany to Made by BMW

$ther !u%ury car import manufacturers !i&e 'orsche, Mercedes, etc(were rumoured to ha)e simi!ar concepts under de)e!opment, soBMW wanted to gain an edge "efore their !aunch

#o ena"!e *partan"urg p!ant to meet the e%pectations of BMW

customers

#o penetrate into +merican minds as a "rand "y positioning Z3 as a!u%urious and ad)enturous car

#o reposition the "rand as a sty!ish, g!amorous, performance

oriented and p!easura"!e ride

#o attract youth

Wanted to see e)ery dea!er moti)ated

#o uti!i-e fu!! capacity of the new *partan"urg '!ant "y increasingorder "an&

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BMW !ay out the "uying process of target consumer segments whichga)e them an opportunity to ana!y-e each stage in iso!ation and toe%p!ore what ma&es a customer to mo)e from one stage to the ne%t( .orthe new Z3 Roadster, the /rst #as& for BMW was to mo)e theconcentration of target consumers in the unawarestate to awarenessand from awareness state to create and stimu!ate thepositive attitudein the consumers a"out the product. 'ositi)e attitude p!ays an importantro!e to set or form the !i&ing or preference of an indi)idua!which further

can "e con)erted intoproduct trialsand these tria!s can "e furthercon)erted into repeat purchasing "eha)ior(


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2igh in)o!)ement product #he degree of in)o!)ement has a )erysigni/cant eect on consumer "eha)iour as BMW5s Z3 Roadster "eing amore e%pensi)e product, the consumer gets more in)o!)ed in purchasingprocess( #his in)o!)ement is genera!!y shown "y co!!ecting informationa"out the product or "y e%tent of importance that a consumer attacheswith a car( Customer for the high in)o!)ement product !i&e Z3 Roadsterta&es time to form an informed decision through attitude formation(2ighin)o!)ement 6 rationa! purchases genera!!y tend to "e !in&ed to high cost(

Characteristics o9 non!traditional *ar:eting

Mass messages aimed at mass audience cannot eecti)e!y address thetarget5s two most important 7uestions 89 why shou!d : "uy;


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:t is di>cu!t for consumers to ignore an interacti)e message, onethat is considered interesting rather than annoying

Consumers often en?oy "eing a part of the "rand5s message

+ppea!ing and interacti)e messages through go!den eye mo)ieand #oday show created "u-- and e%citement(

618 8


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BMW has a!ready created a "u-- in 0*+ with its phase : !aunch( =owit needs to ha)e that "u-- sustained for 3 more months ti!! it is o>cia!!yready to start se!!ing the BMW Z3 Roadster to the genera! customers( #hesustenance of this a!ready created "u-- is necessary so that the !e)e! ofawareness and fascination for Z3 in the 0* mar&et does not trai!o "efore

its o>cia! !aunch in March 8@@( 2ence we recommend the fo!!owing forthe phase :: Z3 !aunch( $ur recommendations consists a mi% of "othtraditiona! and nontraditiona! promotions(

8( Auto Sho/s :t is a p!atform where BMW wi!! "e a"!e to get a wideco)erage for Z3 and showcase itse!f as a g!o"a! "rand( :t wi!! he!pBMW to attract the much needed attention for Z3( BMW can interactwith customers and answer some of their 7ueries regarding productspeci/cations, etc( :t is a wonderfu! opportunity to show theuni7ueness of the product(


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Euring the road shows BMW can conduct some customer engaginge)ents !i&e oering a free short ride to some !uc&y persons(

3( 6> series BMW can get in contract with some ongoing #F shows,where Z3 wi!! "e used "y prominent character of the show(

4( >ideo Ga*es=Fideo games can "e de)e!oped around the Z3 for

)arious p!atforms !i&e 'C, gaming conso!es, mo"i!e phones, etc(BMW can a!so permit inc!usion of Z3 in some famous racing gamesas its u!timate car in the game( #hus, users can e%perience the0!timate Eri)ing Machine(

A( Si*ulators=+s there were a !imited num"er of Z3 prototypesa)ai!a"!e, BMW can insta!! simu!ators at dea!er !ocations( Customerscan come there can ha)e a )irtua! e%perience of dri)ing a Z3(

( nteractie %rint=:f one had to design the phase :: !aunch of Z3 intoday5s era with a!! the techno!ogy a)ai!a"!e, then one wou!dcertain!y inc!ude interacti)e print media "ecause of its uni7ue andinno)ati)e sty!e( $ne e%amp!e can "e maga-ines ha)ing anem"edded =.C chips in its pages( #he user can simp!y p!ace his6hersmartphone on the pages and e%perience the Z35s features( #hiscan "e done to go for a )irtua! test dri)e of the car, etc( #oday, wecan a!so ha)e hoardings and "i!!"oards which can "e made 7uiteinteracti)e(

J( nteractie Bill +oards By p!acing interacti)e hoardings atprominent !ocations, we can increase the )isi"i!ity of the product(#hese can draw the attention of peop!e "y in)o!)ing them in thead)ertisement( #hrough this, we can easi!y portray the messagethat Z3 is tru!y an +merican car(

bmw z3 roadster case analysis_group 4_section d

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