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BMW Films
Presented by Team#3: Hyo Suk Kang, Laszlo Banhegyi, Petr Shchekochikhin, Se Jong Kang, Sung Ho Jie
Contents
1. Case problems
2. Company history
3. Customer base & Product strategy
4. Identify goals of the campaign
5. Evaluate the success of the campaign
6. Choose one out of 4 options
7. Postscript
HyoRee’s Anystar Campaign
Case problems
1. What were the goals of the campaign? What was the motivation behind the idea?
2. How successful has the campaign been? Evaluate the success of the campaign against its goals set above?
3. What should BMW and McDowell do for an encore? Which option should he pick?
Company history
BMW has experienced fluctuated Sales due to the outdated image (Fashion brand, Fad, Yuppie)
1970s1970s
HottestHottestluxury brandluxury brand
1968 1986 20001992
1960s1960s
NicheNicheforeign carforeign car
1980s1980s
Paradigm ShiftParadigm Shift
• Conspicuous consumption New pragmatism
• Competition from Japan
1990s1990s
ReinvigorationReinvigoration• Launch new models and series
• Aggressive pricing
• DOS reorganization
• Substantially positioned as a Luxury brand (Exh.9)
1968-2000 U.S. BMW Unit Sales (in thousands)
200.0
100.0
Customer base & product strategy
Targeting a different psychographic constantly with 3, 5, 7, Z, X series
“Caring about status” “practical & safety”
• Demographic: 46 years old, well-educated, married• Psychographic: Tended to be leaders, worked and played hard Early achiever, active, engaged in sports, Preferred perfect product, enjoyed driving experience Internet users (85% of BMW purchasers)
Identify goals of the campaign
1. Keep growth and maintain sales
2. Attract young generation without alienating old generation
3. Strengthen brand image in luxury segment
0 200 400 600 800 1000 1200
BMW
Lexus
Mercedes-Benz
Audi
“What is the most efficient way of promotion?”
Luxury brands: Media expenditures (dollars/unit, 2001)
Evaluate the success of the campaign
In 2001, 13% growth in sales compared to 2000
Successfully integrated channel marketing
: 82% of visitors of website are under 44
BMW targeted right customers
Contribution to improve Brand image
: Elimination of the stigma associated with BMW brand (status symbol, yuppie-machine)
“The ultimate in new-media, high-end branding has arrived”
- Time, May 7, 2001
Evaluate the success of the campaign
45%
6%
13%
22%
59%
8%
37%
10%30
45
64
34
45
55
Customer Visitor
94%Recommended Recommended films to othersfilms to others
82%Non-BMW ownerNon-BMW owner
Age segments High recommendation
Targeting new customers
Choose one out of 4 options
Options DVD New Films Big Movies Do Nothing
Pros
• Easier for traditional customers• Quicker distribution• Better integrated marketing approach
• Encored success• Relatively low cost• Emotional attachment to main character
• Emotional attachment to main character • Another Innovative marketing approach
• No copycat • Innovative image
Cons
• No self screen• One way communication
• Copycat • Risky• Lack of experience in that business
• More time & effort for something new• High Marginal utility in Filming
V V X X
※ Consideration: leverage, easy implication, cost-effective, risk averse approach
Postscript
It was so popular that BMW produced a free DVD
of the series
There were over 100 million film views and numerous
awards later
“The Hire” ended its internet run on October 21, 2005
The Hire's success led
way for BMW to create
three more short films
and comic series in 2002
Thank you