1. Analysis by
Claudia Berrevoets
Tim Hindriks
Gerard Keetman
Vishal Paltie
Marketing Communication Analysis
Presentation by
Tim Hindriks
Vishal Paltie

2. Introduction External analysis Internal analysis Conclusion for Dutch Market Dutch EV Market History Consumer analysis BMW i Competition and position Communication MIX Competitor 1 Target group Competitor 2
Index

3. Its innovative LifeDrive architecture renders the BMW i3 Concept light, safe, spacious and dynamic.
Sustainable Urban Mobility
The BMW i3 Concept is an uncompromisingly sustainable vehicle designed for urban areas. Driven purely by electric power and purpose-built to meet the demands of sustainable and emission-free mobility. It embodies an intelligent form of urban transportation and commuting.
BMW Connected drive
BMW Connected Drive connects you and the car to the rest of the world and makes your journey convenient, safe and relaxed.
Introduction
The BMW i3 is the new electric mega city car from BMW. They are the first premium car manufacturer to enter B segment with a premium electric city car.
Technicalities
Innovative use of materials and intelligent lightweight design, moreover, not only enable the i3 to travel long distances (160 km) on a single charge, they also provide superb safety in the event of a collision and help give the car its excellent driving dynamics. The electric motor over the rear axle – which generates output of 170 hp and impressive torque of 250 Nm from a standstill – and a small turning circle combine to deliver agile driving characteristics. The BMW i3 accelerates from 0 to 100 km/h in less than eight seconds.

4. DESTEP Trends Demographic
•The population is aging. Economic
•The elderly are the most wealthy. Social and Ecological
•A sustainable lifestyle is becoming a trend. Technological
•Product development makes electric driving more attractive. Political
•Government promotes EV’s with incentives like TAX reductions.
The Dutch EV Market EV market 2012
•Market volume 1.750
•0,02% of total Dutch fleet
•Market value € 61,2 million
•2.500 charging stations Expectance EV market 2020
•Market volume 200.000
•2,5% of total Dutch fleet
•Market value € 7 billion
•10.000 charging stations
Automotive media spending Gross media spending 2011
•16,5% growth in 2011
•Top 3 media spenders in 2011: 1. BMW € 315 million 2. Volkswagen € 232 million 3. Seat € 226 million
The Dutch EV Market
The Dutch EV Market is growing, and is leading in Europe due to good infrastructure, low average travelling distances and Government incentives.

5. Potential customer groups for the Premium B segment are well educated and
have 1 – 3 times model income.
Families
1.2 million households
Men and women
Aged 30-50
In a relationship
With one child ore more
Higher education level
1 - 2 x modal household income
Financially heavily burdened
None to some savings
Mostly sub-urban
Young professionals
400.000 households
Young men and women
Aged 20-40
Single or in a relationship
Without children
Higher education level
1 – 2,5 x modal household income
Financially medium/high burdened
None to some savings
Mostly urban
Elderly people 800.000 households Older men and women Aged 50-70 In a relationship With or without (grand) children Higher education level 1,5 - 3 x modal household income Financially low/medium burdened High savings Mostly sub-urban
Potential Customer Analysis

6. Knowledge & Attitude
Elderly people have the most sustainable attitude towards cars.
Young professionals
Knowledge
Young people know that there will be a shortage of fossil fuel.
They also know that there is an alternative like driving electrics, hybrids or using public transport.
Attitude
Status, design and technology driven. Specifications, social approval and brand are important. They are less interested in the price because the majority leases a car.
Families
Knowledge
Families also know that sustainability is becoming more important, but they don’t always have de financial strength to live up to that.
Attitude
Safety, space and price driven. Safety and space are important because of the children. Are less open to new products and techniques.
Elderly people
Knowledge
Elderly people live more sustainable
because they know that fossil fuel is
running out and know the effects of
pollution.
Attitude
Sustainable, safety, comfort and quality
driven. Less pollution means a better
environment for their grand children.
And the interest for new techniques is
growing.

7. Behavior
Young professionals Behavior 61% owns one car or more 9% owns two cars or more 56% buys or leases new 20% is from segment B Most of the time new cars are bought or ordered through a lease company and information is gathered through car brand - and lease company websites and social media. They don’t necessarily need to experience the car before buying. Cars are mainly used for work and long distances. The decision is based on status and social approval.
Families Behavior 85% owns one car or more 79% owns two cars or more 38% buys or leases new 23% of second cars are from segment B They buy their second car mostly second hand and with the complete family. Information and orientation happens through supply-driven internet car websites and social media. The family wants to experience the car before it is bought. The cars are for daily family use. The decision is rational based.
Elderly people Behavior 89% owns one car or more 72% owns two cars or more 76% buys or leases new 52% of second cars are from segment B Information is gathered through car brand websites, internet blogs, magazines and dealerships and seniors want to experience a car before buying. Cars are bought or ordered at the dealer. Cars are used for short distances. Decisions are more rational then emotional based and the environment is taken into account.

8. Competition Analysis
The BMW brand is positioned as a premium brand. For now BMW i is the only premium brand with an EV in the B segment.
Cheap
High Quality
Low Quality
Expensive

9. The Audi A1 is the only competitor in premium B segment.
Audi A1
The Audi A1 is positioned as a premium car in the B segment. On that basis the A1 is a competitor of the BMW i3. With the communication “The big thing” Audi is trying to reach young urban buyers in the big city's.
The agile, sporty Audi is perfect for use in big cities owing to its compact dimensions and its excellent fuel economy. Its wide range of customization options helps its young, urban target group in particular to express their own personal style.
Communication of Audi
•Website
•Magazine
•TV commercial
•Youtube
•Display
•Poster
•Leaflets
•Facebook page
•Twitter
•Apple app
•brochure

12. Electric Competitor Nissan Leaf
The Nissan Leaf is an electric competitor within the city.
The coming introduction of the Nissan LEAF marks a major milestone for the future of personal urban driving. Since the introduction in May 2011 it was the only true green vehicle on the Market.
Target group
Nissan Leaf is targeting on the family. The buyer of a Leaf has a modal income and is at least 45 years old. He is intrested in technique and is well educated. He owns his own home and drives short distance every day.
Communication of Nissan
•Website
•Magazine
•TV commercial
•Youtube
•Display
•Poster
•Leaflets
•Free taxi
•Testdrive
•Facebook page
•Twitter
•Apple app
•Brochure

15. History BMW electric cars
A dedication to the development of sustainable mobility for more than 40 years has led to a steady series of successes.
1969: It started with the BMW 1602 used during the Olympics in Munich.
1991: The experimental BMW E1 was used to explore the benefits and disadvantages of the electric drive in practice.
2004: The Lithium-ion battery solved the age-old issues of cycle stability and load resistance.
2009: With the MINI E Project BMW Group is currently running one of the largest customer field trials of electric vehicles.
2011 : BMW Active E started to gain more feedback on what customers want from electric vehicles and to test an early version of the BMW i3 powertrain. 2013: BMW i3 and i8 can be bought.

16. Imaging BMW BMW is rated number 23 in the Millward Brown top 100 and 12 in the Interbrand top100 of most valuable global brands. BMW is known as a brand for older people (30-50 years old). BMW is known as a man’s car. BMW is most associated with social approval and self respect. Imaging BMW + i BMW i is seen as the of tomorrow. sustainable premium electric car brand
BMW is World leader for sustainability in the premium segment. BMW incorporated the Efficient Dynamics Development Strategy into the brand values. The BMW i Production is High Technology driven and sustainable throughout the complete production chain, with use of light weight carbon, aluminum and renewable raw materials .
Global MC MIX
www.bmw-i.com
BMW i. app.
Facebook and Twitter
BMW i Ventures / collaborations
Youtube
Innovative technology, new media and community festivals and exhibitions in big cities.
First BMW i store in London.
International Car shows.
Innovative web and app. platforms.
BMW i electric tour, one year seven cities (none in The Netherlands).
BMW i
Mission: BMW i develops visionary vehicles and technologies for the mobility of tomorrow.

18. YUP’s and DINKies Relatively young successful professional men and women Aged 28-50 Single or in a relationship No children High educated 2 x model income Financial medium burdened Savings Working and living in the mega cities of tomorrow Sportive
Behavior
New cars are bought or ordered through a lease company and information is gathered through car brand - and lease company websites and social media. They don’t necessarily need to experience the car before buying. Cars are mainly used for work and short distances. The decision is based on status and social approval.
BMW Target group profile global
BMW i focuses at Global YUP’s and DINKies living in the mega cities of tomorrow.
Knowledge They know that there will be a shortage of fossil fuel and they also know that there is an alternative like driving hybrids, EV’s or using public transport. Attitude Status, design, social approval and technology driven. Specifications, connectivity and brand are important. They are less interested in the price.

20. Globally, YES. Dutch, NO. Globally the target group of BMW i for the i3 is a clear choose. And their marketing communication fills the need of the targeted group completely. But in The Netherlands it’s and other ballgame. We don’t have mega cities, our nationwide infrastructure is smaller which gives other opportunities and distance travelled by the targeted group is different. The more interesting group here is the elderly group.
Questions?
Conclusion for the Dutch market
The wealthy Dutch elderly fit the profile!
Why the wealthy elderly? They know that there will be a shortage of fossil fuel know what pollution does to the environment. They are willing to invest in their personal life to make it more sustainable, not directly for themselves but even more for their children and grand children. They really want to make that effort! They are the most wealthiest group with the lowest expenses. And the group is growing in the coming years. They are the biggest group that buys new cars and buy the most segment B cars.