1. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Istanbul Marketing Summit 2011
Dec., 7th
Page 1
Nothing has changed.
Nothing has changed
Istanbul
December 2011
Sheer Driving
Pleasure
4. A.-C. Hofmann
Nothing has changed
Comm. Strat.
In times of change, strong brands are highly
Dec., 7th
Page 4 valuable to the company.
Relevance.
Strong brands…
…dissociate themselves from competitors.
…are desirable and gain customer loyality.
…are not sensitive to market changes.
…are of very high value.
5. A.-C. Hofmann
Nothing has changed
Comm. Strat.
They are also highly attractive for customers.
Dec., 7th
Page 5 Relevance.
Strong brands…
…give orientation.
…generate trust.
…support the expression of your own
personality.
…create affinity.
6. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Nothing has changed.
Dec., 7th
Page 6 The BMW brand identity.
Differentiators
Premium brand
foundation
7. A.-C. Hofmann
Nothing has changed
Comm. Strat.
However, even powerful brands need to evolve.
Dec., 7th
Page 7 Remaining strong.
8. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Today's Challenges.
Dec., 7th
Page 8
Diversification of Target
groups
Enlarging Product Portfolio
Media Explosion
Megatrend: Energy &
Resource Reversal
9. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Megatrend: Energy & Resource Reversal.
Dec., 7th
Page 9 Paradoxical Customer Bahavior.
…think of “Low Fuel
Consumption” as a
Preferred Car Attribute.
…only are prepared to pay a higher price for
an environment-friendly car.
Source: AM-3, Milieu Research 1997-2010
10. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Example 1: Asking consumers
Dec., 7th
Page 10 UK: Andrew (33) from London.
“We should adapt our
lifestyles to make sure that
we are aware of our carbon
footprints.”
Cars in household:
Fiat Punto, VW Fox
Quelle: Milieuforschung 2007
Considered next car:
Audi TT
11. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Example 2: Asking consumers
Dec., 7th
Page 11 Spain: Francisco (39) from Castilla
"It is true, we are smashing
the planet.“
Cars in household:
BMW M3 Cabrio, BMW 325i
Quelle: Milieuforschung 2007
Short list next car:
BMW, Ferrari
12. A.-C. Hofmann
Nothing has changed Customers delegate the problem of environ-mental friendliness to the car
Comm. Strat.
Dec., 7th
Page 12
manufacturer.
People act as But they are not
sensitive towards willing to give up
climate change. the standards
they are used to.
The Task: Create Dreamcars without sacrifice.
15. A.-C. Hofmann
Nothing has changed
Comm. Strat.
With BMW i, the BMW brand portfolio shows a
Dec., 7th
Page 15 balanced condition.
Strategic directions for communication.
Innovate Driving Pleasure.
Thrilling Performance. Visionary Mobility.
Focus on Engaging Aesthetics.
Striking Technology. Inspiring Design.
Boost Joy.
Unrivaled Experience. Next Premium.
Dynamic Dynamic Dynamic
Joy Joy Joy
Innovative Aesthetic Innovative Aesthetic Innovative Aesthetic
Quality Service Quality Service Quality Service
Safety Exclusivity Sustainability Safety Exclusivity Sustainability Safety Exclusivity Sustainability
16. A.-C. Hofmann
Nothing has changed
Comm. Strat.
BMW i.
Dec., 7th
Page 16
Sustainability + Emotions ≠ Sacrifice.
17. A.-C. Hofmann
Nothing has changed
Comm. Strat.
BMW i.
Dec., 7th
Page 17
BMW i embodies the Future of Mobility as we see it.
Visionary Mobility.
Pioneering in alternative drive trains, lightweight construction and
aerodynamics as well as mobility services.
(e.g. drive trains: electro, plug-in-hybrid, combustion; mobility services:
location based services)
Inspiring Design.
Progressively clean shapes and materials in exterior and interior
design.
(e.g. life-drive-concept, CFK and renewable resources)
Next Premium.
Focus on a future oriented interpretation and attitude of premium.
(e.g. sustainable value chain, convenient eCommerce offers)
18. A.-C. Hofmann
Nothing has changed
Comm. Strat.
BMW i.
Dec., 7th
Page 18 Main USPs of BMW i and its Products.
CFRP (CFK)
Clean interior Mobility
and exterior Services
design
BMW i (i3, i8)
Premium Offer Sustainability
Purpose build (LifeDrive)
19. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Phases of Communication for BMW i in 2011.
Dec., 7th
Page 19
2011
1 2 3
Full page BMW i positioning target Split screen substance topic and Full page car shots (family/single shots).
group. BMW i positioning target group. Split screens product and BMW i
positioning target group.
29. A.-C. Hofmann
Nothing has changed
Comm. Strat.
Efficiency increase of Engines
Dec., 7th
Page 29 l consumption / 100 HP
245 HP
102 HP
115 HP
170
30
6,4l /100km
6,7l /100km
8,3l /100km
15,0l
7,4l
30,0
24,7
25,0
20,0
15,0
10,0 8,8 8,1
5,8
5,0 2,6
0,0
60s 70s 80s 90s today
/100 HP
30. A.-C. Hofmann
Nothing has changed BMW Group is Leading in its Efforts to Reduce CO2 Emissions.
Comm. Strat.
Dec., 7th
Page 30
Despite a more powerful fleet BMW leads in Europe.
255 kW
230 236
210
190
122 kW
162 kW
170 127 kW 136 kW 120 kW
170
150 158
88 kW 152 153
148
130
128
110
90
MINI BMW Group BMW AUDI Lexus Mercedes Porsche
Source: 2010 AAA
for EU-23; NEDC
31. A.-C. Hofmann
Nothing has changed
Comm. Strat.
BMW EfficientDynamics - The Perfect Package to
Dec., 7th
Page 31 Reduce Fuel Consumption and Emissions.
Performance
Efficient
Dynamics
Weight Consumption
32. A.-C. Hofmann
Nothing has changed
Comm. Strat.
We have changed our kidneys many times.
Dec., 7th
Page 32 But never our heart.
