A Case Study On BMW

ByAnkish jain

Products Range

3 Series5 Series7 SeriesX SeriesM Sereis

Place

Ahemdabad Bangalore Chennai Coimbatore Chandigarh Delhi Hyedrabad

Jaipur Indore Kochi Kolkata Mumbai Pune

Price

3 Series 5 Series 7 Series X Series M Series

V4 V6 V6/8 V4/6/8 V4/6/8

Price : Rs 26- 30 lakhs

Price : Rs 37- 43 lakhs

Price Rs :75-124 lakhs

Price Rs: 27-130 lakhs

Price Rs: 74- 131 lakhs

Promotion

Grand Prix. Car Rally. Brand Ambassadors. Advertisement.

Segmentation

Demographic Segmentation Income , Occupation-Middle & Top level Management Individuals ,Entrepreneurs

Psychographic Segmentation High on life style & Social Prestige Geographic Segmentation Metros And 2nd tier cities

Target

Differentiated Market

Focus on Higher Income group

Desire to buy high Speed Cars

Postion

“Drive Power And Experience The Difference “

Competitors Analysis

1) Mercedes-Benz Maybach 6) Bentley Continental Flying Spur

2) Bentley Azure 7) Porsche Carrera GT

3) Rolls Royce Phantom 8) Mercedes S-Class

4) Lamborghini Murcielago 9) BMW 7 Series

5) Bentley Arnage 10) Audi A8

STRENGTHS

•Diverse ranges of Products •World's leading Premium Quality Automobile Manufacturer•Brand Awareness

WEAKNESSES

•Perception of High Prices•Environmental issues: Pollutions•Buyer sophistication and knowledge•Substitute products or technologies

OPPORTUNITIES

•New Products•Customers demand change to more comfortable and relevantly cheap cars•Diversification•New Technologies in Automobiles

THREATS

•New & existing competition•Volatility in Price of Fuel•Economic recession•Market shift to globalisation•Extremely high competition for customers and resources

My Marketing Strategies

Car Club. Showroom Festivals. Pick N Drop Service in Different City. Advertisement in different forms. New Eco Friendly Models.