Creative Brief

1. Marketing Company & Creative From Brief to Publicity Campaign
Angelica Anzhelika, MMFM
Jasson Schrock, MBD
Malikakhan Ablataeva, MBD
Nada Abunema, MBD
Piyada Viwattanapirug, MBD
Rainhard Susanto, MBD
Sandra Magana, MBD
Seonah Jeon, MBD
Workshop Leader: Annamaria Tartaglia, Marketing Director for Value Retail
Two day Interdisciplinary Group Workshop
Domus Academy, 2012

2. MINI Cooper Coupe
BMW Automotive Group
Brief

3. Built for the Driving Enthusiast

4. Product Features
The MINI has the longest history of any of it's competitors (nearly 50 years)
The Driving dynamics
A superior experience behind the wheel
Premium Technology
Exceptional Quality
Economical (fuel efficiency)
Sporty
Highly Customizable
Environmentally responsible
Entry Level BMW AG luxury brand
With every new customer, a lifelong relationship with the brand is established

5. Demographics & Characteristics of the Market Consumer
Sex & Age
•From 25 to 35
•Mostly Male
Marital status
•Single
Level of education
•Highly educated
professionals
Social trends
•Environmentalism
•Aging population
Psychological
•Driving Enthusiast
•Urban Attitude
•Individualistic
•Values quality
•In the pursuit of style and brand image
•Will pay a premium for the brand

6. Competitors in the Compact Market
•Mercedes Smart
•Audi
•BMW
•Honda Fit
•Volkswagen Golf
•Chevrolet
•Ford Focus

7. BMW AG Subsidiaries Unit Sales Worldwide 2011
Highest Sales Ever in BMW Group History
The MINI brand can also look back on its best year ever. The brand’s positive annual result was bolstered by the MINI Countryman, which totaled 89,036 deliveries in its first full year of sales.
BMW Group, Investor Relations Data
1,668,982 +14.2% prev. yr.
1,380,384 3,538 285,060
+12.8% prev. yr. +30.5% prev. yr. +21.7%; prev. yr.

8. Launching the restyled 2013 MINI Cooper Coupe
On the market September 2012
Further momentum is expected in 2012
with the new additions to the MINI family
Projected Sales Germany:
375,000,000 €
15,000 vehicles
German Market Ad Campaign Budget
11,250,000 €

9. Turn Drivers of average vehicles, into loyal Driving Enthusiasts
23,000 €
13,000 €
19,000 €
18,000 €
We want consumers to upgrade from average, to MINI

10. Highly Customizable Product Line my MINI
Sample Customizable features in the MINI Family of cars
Exterior Paint Audio Roof/Mirror Colors
Chrome Details Wheels Interior Colours
*Options Packages are Available

11. Address Consumer Mega Trends
Customization Tailored Customer Experience Premium Services

12. MINI Cooper 2010 Ad Campaign
“It is enjoyable to see an advertisement creatively utilize its environment.”

13. SWOT Analysis
STRENGTH
Strong historical brand image
Well Recognized Worldwide
Stylish and trendy
High technology and performance
Car dealer maintenance
WEAKNESS
Luxury brand vs performance brand
Perceived High Cost
Critics feedback - interior materials
Critics feedback - RPM
OPPORTUNITIES
Expand the range of models
Lobbing
Enhance the performance
Strong promotion campaign
CSR development
THREATS
Fuel price increase
New strong competitors
Tax increase
Decline in car popularity
(new types of transport)

14. MINI Cooper 2010 Ad Campaign
“It is enjoyable to see an advertisement creatively utilize its environment.”

15. Now Let’s Motor

16. APPENDIX
Sigma research found was the ‘I’ve made it’ attitude of the BMW driver, what they called the ‘social climbers’ was now changing to a more family friendly group.
4 segments going forward and BMW reacted to the new segments by introducing a car to match 3 of them:
“Upper liberals,”
includes socially conscious, open-minded professionals often with families who were successful in the 90s. They were predominantly Volvos, Saabs and SUVs drivers
What did BMW do? For upper liberals, BMW added the X5. This is a SUV that the company prefers to call a “sports activity vehicle,” in a bid to appeal to this group’s active lifestyle.
“Post-moderns”
are high-earning innovators like architects, entrepreneurs and artists. They are highly individualistic and gravitate toward head-turners like convertibles and roadsters.
“Upper conservative”
are wealthy, traditional thinkers. They’ve never been that interested in driving sporty cars like BMWs, and consider luxury and comfort over driving performance. They would normally purchase the Mercedes S-class and Jaguars as they strive for elegance and sophistication.
What did BMW do? BMW-developed the Rolls Royce, Phantom, which sells for about $325,000, and is intended for the very wealthiest upper conservatives.
“Modern mainstream.”
These are family-oriented and active and normally purchase the near-premium brands like Honda or Volkswagen: BMWs were considered too expensive for them. But increasing numbers of them are looking to move up above the middle class and are open to luxury-brand cars.

17. October 2011
MINI brand: New sales record
With a total of 234,175 vehicles sold (+8.1%; prev. yr. 216,538)
Models
MINI Countryman (14,337 units)
MINI Hatch (+3.9% to 155,841)
MINI Convertible (+15.5% to 32,680)
Sales improved in virtually all markets.
Larget markets (2010)
U.S. 45,644 units
U.K. 44,514 units)
Germany 31,472 units
New Models
Mini Coupe
Mini SAV