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Company of Ideas Campaign…

BMW Company of Ideas

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Page 1: BMW Company of Ideas

Company of Ideas Campaign…

Page 2: BMW Company of Ideas

What comes to your mind?

A car that’s fun to drive…The Ultimate Driving Machine!!

An independent spirit.Drive to challenge conventional

wisdom.Offers both, substance & style.

Page 3: BMW Company of Ideas

1928

2000 2008

Entered car manufacturing in 1920’s Initially failed in the premium segment. Gained reputation as manufacturer of sports sedans such as BMW 700, BMW 1500“Hofmeister Kink” trademark design featureVentured into overseas market… USA, South Africa, Japan, AustraliaAcquisition of “MINI” & “LAND ROVER”

New campaign-Company of IdeasEmphasis on The Creative ClassEncouraged InnovationNo compromiseA brand that stands for larger values

BMW Then & Now

Page 4: BMW Company of Ideas

An innovative way of marketing cars.Wanted to connect with a class of

customers whose thinking matched with that of BMW..

A sure shot formula to impress this class…

“The Creative Class”Sharp deviation from “The Ultimate

Driving Machine”Company of ideas focused on BMW to be

nurturer of creativity & radical ideas.

“Company of Ideas”

Page 5: BMW Company of Ideas
Page 6: BMW Company of Ideas

As per the company’s perspective…..

BMW management was in need for a

change…WHY? ?- 75% of the luxury car buyers

didn’t consider BMW at all !!

- Perception among the masses.- Bring into forefront certain

dimensions that were unknown.- In search of different avenues to

increase sales.

“Company of Ideas”Was it necessary???

Page 7: BMW Company of Ideas

To reach out to new customers.To portray themselves into the

mindsets of the customers.To bring in 3 major changes in.. - Product Acceptance - Customer Satisfaction - Further adding the new aspect

of “DELIGHT” to customer satisfaction

Was it necessary???

Page 8: BMW Company of Ideas

What did the critics say???

Was BMW losing its soul??

Page 9: BMW Company of Ideas

Bad Advertising…

Page 10: BMW Company of Ideas

Threatened by competition…

Page 11: BMW Company of Ideas

Trying to be everything to everyone

Page 12: BMW Company of Ideas

Shift from core brand proposition to new age

marketing mumbo-jumbo

Page 13: BMW Company of Ideas

S.W.O.T Analysis…

Strengths… Passion & Dedication

to move forward Innovation Strong expansion

plan Risk taking Consistent

communication Brand management Environmental

sensitivity

Weaknesses… Creeping like a

tortoise Inadequate

market research Confusion &

Dilution among customers

No critic’s support

Page 14: BMW Company of Ideas

S.W.O.T Analysis…

Opportunities…Launch of new

plantsBelief in

experimental branding

Foray into new markets

Possible acceptance among females

Emotional aspect

Threats… Increase in

competitionFear of U.S. anti-

trust regulationsComplacencyProgressive

middle class & stressed educated people

Page 15: BMW Company of Ideas

Conclusion

BMW wanted to achieve excellence… So for them excellence is the result of caring more than what others think is wise…..Risking more than what others think is safe … Dreaming more than what others think is practical…And expecting more than others think is possible !!

Page 16: BMW Company of Ideas