riding machine f 800 gs adventure - blackfoot motosports
TRANSCRIPT
F 800 GS ADVENTURE
Freude am Fahren
BMW Motorrad G 650 GS SERTÃO
Action pack no. 5
19.04.2013
Management
Sales
New Motorcycles
Sales
Pre-owned Motorcycles
After Sales
Administration
Marketing
BMW Motorrad
Canada
The Ultimate
Riding Machine
May 2013
1
CONTENTS
01 STARTING SITUATION PAGE 2
02 POSITIONING, TARGET GROUPS AND COMPETITORS PAGE 3
03 HIGHLIGHTS AND USP`S PAGE 6
04 THE F 800 GS ADVENTURE IN DETAIL PAGE 7
05 STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH PAGE 12
06 CATALOGUE PAGE 14
07 ADVERTISING PAGE 15
08 FANPOSTER, PRODUCTFILM PAGE 16
09 ONLINE COMMUNICATION PAGE 17
10 TECHNICAL DATA PAGE 22
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STARTING SITUATION
As well as being the most successful manufacturer of large travel enduro machines, BMW Motorrad
is also peak performer in terms of its midsize enduro offering. The
F 800 GS was first introduced in March 2008 and by the end of 2012 almost
50,000 of these machines had been handed over to customers. The new F 800 GS Adventure will
enable BMW Motorrad to further expand this market share with a two-cylinder travel enduro under
1000 cc capable of round-the-world trips. With the dynamic, off-roading character of the basic F
800 GS model as its point of departure, the Adventure offers the ideal synthesis of agility, touring
capability and off-road ability. All touring riders with a passion for off-roading, globetrotters and
travel-enduro aficionados now have a thoroughbred GS Adventure concept in the midsize travel
enduro sector at their disposal.
By comparison with the F 800 GS the range of stock features and options is larger, the looks are
pure Adventure. This alone suffices to differentiate this version from the basic model, and this in
turn means that the F 800 GS will of itself draw new customers to BMW Motorrad.
F 800 GS Adventure:
Occupying a unique position vis-à-vis the competition, this machine has the robust and
masculine looks to appeal directly to the image desires of the target group. This expansion
of the GS range in the BMW Motorrad midrange portfolio is a forthright step, one that offers
high success potential with the extended range of equipment compared to the basic F 800
GS.
Top USPs and highlights at a glance.
3
POSITIONING, TARGET GROUPS AND COMPETITORS Positioning in relation to the competition 2013.
The 2013 enduro range from BMW Motorrad.
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POSITIONING, TARGET GROUPS AND COMPETITORS Positioning of the F 800 GS Adventure.
• BMW Motorrad's intention with the F 800 GS Adventure is to further expand its enduro
midsize offering and reinforce the dominance of the brand in this sector of the market. The
Adventure concept is already well-proven in the Boxer series and now it will appeal to all
those riders who have caught the travel bug and who prefer a machine displacing less than
1000 cc.
• Characteristic on-road and off-road positioning built on long-haul capability, plus agility plus
• Versatility as opposed to the narrowly performance and road-oriented concepts of the
competition.
• Adventure character rendered ridable and visible by the enhanced standard product
substance and the new, optional off-road mode.
• Important GS derivative situated below the Boxer series.
Positioning statement:
"Globetrotter capability ex-works, on-road and off-road,
unique in the midsize sector – GS, the original."
5
POSITIONING, TARGET GROUPS AND COMPETITORS Target groups of the F 800 GS Adventure.
• Current F 800 GS riders. Possibly also GS riders looking to downsize from Boxer machines.
• Long-distance riders and globetrotters looking for a full-size, full-blooded travel
Enduro, but who budget to remain below the Boxer GS range.
• Riders of other brands who, because of the unique product substance and globetrotter
capability want to put the F 800 GS Adventure in their relevant set.
• Riders whose brand has failed to offer them a suitable successor to what were in their day
highly successful concepts (Honda 750 Africa Twin, XTZ 750 Super Ténéré).
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HIGHLIGHTS AND USP`S F 800 GS Adventure.
Agile, versatile overall concept
High touring capability globetrotter capability ex works
Robust, authentic and masculine Adventure design
Balanced proportions despite large tank at the rear
Large fuel-tank capacity translates into great operating range
ABS is standard, ASC optional
New optional extra is off-road mode USP in the sector
Good off-road characteristics, robust final drive
Target group extension by product substance multiplication and differentiation from the F
800 GS
Extensive standard equipment
Wide range of optional extras and optional accessories
7
THE F 800 GS ADVENTURE IN DETAIL Product substance at a glance.
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THE F 800 GS ADVENTURE IN DETAIL Design and colour concept.
The positioning colour is Sandrover non-metallic matt. It stands for the character of the vehicle and
it directly imparts the "Adventure" theme. Racing red non-metallic is the second colour; it is
universal and appeals to customers and leads who prefer a colour that is dynamic but less dramatic.
9
THE F 800 GS ADVENTURE IN DETAIL Optional extras.
10
THE F 800 GS ADVENTURE IN DETAIL Optional accessories: “Adventure” Navigator.
• Based on the Garmin Montana 600/650
• Colour: Black, "BMW Motorrad Navigator Adventure" branding on housing
• Rugged mount with BMW OA holder
• BMW Motorrad startup screen, BMW Motorrad dealerships database
• Can also be swapped over to other BMW models
• 8 GB flash ROM BMW Motorrad USP
• Preinstalled maps with lifetime map update in integrated memory (LMU)
BMW Motorrad USP
• Versions for EU or North America, additional map material available
• Preinstalled motorcycling profile
• Additional universal software (hiking, marine, geocaching) with configurable
menus and presets
• Complete with rechargeable battery, but also works with ordinary non-
rechargeable batteries (3 x AA)
11
THE F 800 GS ADVENTURE IN DETAIL Launch edition/ dealership initial complement. There will initially be a launch edition. The dealerships initial complement of approximately 1000
units will be available only in the "Sandrover non-metallic matt" positioning colour, complete with
extra product substance. This includes both optional extras fitted ex-works and selected optional
accessories chosen specifically to put even more emphasis on the position of the Adventure. The
launch edition will be the channel for generating attention and driving market penetration in place of
a dedicated market-launch event.
Comfort package • On-board computer • Heated handlebar grip • Centre stand
Enduro package • ASC • Off-road riding mode
Optional accessories package
• Set of aluminium cases with locks, topcase rack, "Adventure" Navigator with holder and wiring
F 800 GS Adventure
Launch edition
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STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH Positioning F 800 GS Adventure.
Sales argumentation in communication.
STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH Positioning F 800 GS Adventure .
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Sales argumentation in communication.
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CATALOGUE
8-pages, which show the innovations in detail follows until the market launch in june
DRAFT
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ADVERTISING
F 800 GS Adventure Advertisement 2/1 landscape format
F 800 GS Advertisement 1/1 panel format
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DRAFT DRAFT
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FANPOSTER
PRODUCT-FILM
DRAFT
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DRAFT
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ONLINE COMMUNICATION Homepageteaser.
www.bmw-motorrad.ca
Teaser will be on-line May 2
1304_K75_home_small
1304_K75_home_wide
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Product page.
3 Tabs : Overview, Technical data, Compare Bikes
Sandrover matt Racing Red
DRAFT
DRAFT
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Launch-Edition –Tab
Only online as long as Launch-Edition is available (2013)
DRAFT
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Accessoires-Tab
DRAFT
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Facebook Live Chat with Markus Lederer
On May 7th, there will be a Live Chat with Markus Lederer, Manager Product Offer Strategy, Product Management Motorcycles.
http://www.facebook.com/BMWMotorrad/app_363819940317249
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TECHNICAL DATA
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