3. BMW-BAYERISCHE MOTOREN WORKE.
FOUNDED BY FRANZ JOSEF POPP IN 1916.
1916- STARTED MANUFACTURING AIRCRAFT ENGINEs
1923- MOTORCYCLES.
1928- AUTOMOBILES.
HQ IN MUNICH, GERMANY.
IN 1998, BECAME THE PARENT COMPANY OF ROLLS ROYCE
MOTORS.
IN 2001, OWNED & STARTED PRODUCING MINI BRAND.
LOGO INSPIRED FROM THE ROTATING PROPELLER OF THE
AIRCRAFT ENGINE.
4. ABOUT THE BRAND
The company produces and markets a varied range of higher
end sporty cars and motorcycles.
Quality,technology,performance and exclusivity are the BMW
brands corevalues.
Research and development are ascribed high priority within the
company.
Twenty years ago,BMW expressed its core identity in the US
and UK in the slogan
Globally,the brand now positions itself with the pay-off:
5. BRAND
EXPERIENCE
BMW believes strongly in the importance of product consistency.
A considerable part of BMW’s success is attributable to its focus on
the design of both its products & its corporate & brand design.
ChrisBangle,DesignDirector,oversees 220 artists at BMW:“We
don’t make automobiles as utilitarian machines that you use to get
from point A to point B.We make ‘cars’,moving works of art that
express the drivers‟love of quality”.
The brand styling is carefully incorporated in the entire spectrum
of dealer & customer materials-collateral,showroom interior and
exterior,design tradeshow environments & manufacturing facilities
7. THE 5 SERIES
THE 5 SERIES SEDAN UNIQUELY
EMBODIES DYNAMICS IN ITS MOST
BEAUTIFUL
FORMS. The most beautiful form of dynamics is found in the BMW
5 Series Sedan, Touring and Sedan with the latest generation
of hybrid drive. Perfect for every day, agile and full of driving
enjoyment. Experience a completely new type of automobile:
the BMW 5 Series. Or enjoy the fascinating combination of
comfort and quality in the BMW M5 Sedan.
The fifth generation of the BMW M5 Sedan is an Whether you’re looking for
inimitable blend of luxury sedan and sports car a used or new BMW 5 Series,
capable of high performance. A roomy cabin and you’ll find all the
free selection of driving characteristics give five information you need here,
passengers a journey as comfortable as one expects along with test reports and
from a BMW 5 Series. The M TwinPower Turbo V8 financing and leasing offers
engine and the high-performance chassis quickly for the current BMW 5 Series
make it clear that this sedan has motorsport in its and, of course, a BMW
genes. dealer for your test drive.
9. POSITIONED IN THE d+ SEGMENT OF LUXURY CARS IN INDIA,5
SERIES WITH IT’S POWERFULL & SPORTY ENGINES SETS IT APART
FROM ITS COMPETITORS.
THE BMW 5 SERIES STRIKES JUST THE RIGHT BALANCE BETWEEN
COMFORT,REFINEMENT & BALANCE BETWEEN COMFORT &
DYNAMIC EXCELLENCE.
SOME SPECIFICATIONS ARE-
SPECIFICATIONS
8-SPEED AUTO TRANSMISSION
WITH STEPTRONIC
THE PRODUCT
AUTO START STOP FUNCTION
BRAKE ENERGY REGENERATION
ON-BOARD MONITOR(10.2” display)
SEAT ADJUST INCLUDING MEMORY
FOR DRIVER’S SEAT
SAFETY FEATURES
DRIVER,HEAD,SIDE AIRBAGS
ABS,DTC,DSC
ABOUT
RUNFLAT INDICATOR
UPHOLSTERY
FLOOR MATS IN VELOUR
DAKOTA LEATHER WRAPPED
STEERING WHEEL
13. PRICING
MODELS 520 D 520 I 525 d (RSE) 530 D 535 I
(DIESEL) (PETROL ) NAVIGATION (PETROL)
Ex- 4191994 4128956 4717306 5410719 6251219
SHOWROOM
PRICE
R&S 784559 773212 879115 1003929 1155219
CHARGES
INSURANCE 165596 163159 185900 212702 245189
SECURE 38202 38202 38202 38202 38202
ON-ROAD
PRICE
5180350 5103530 5820523 6665552 7689829
“THE BMW GROUP HAS ACHIEVED AN ALL- TIME HIGH IN SALES LAST MONTH &
BEST QUARTER IN IT‟S HISTORY.” -BBC NEWS
14. Largest BMW Showroom-Abu Dhabi
GOA
DUBLIN Abu Dhabi
MUNICH
SHOWROOMS
MUNICH
JAIPUR
MUMBAI
FINDHORN
15. The first & primary object of BMW ad is to create
awareness of its brand.
One of the goal of BMW advertisement is to make BMW
look, not only ‘cool’, but likeable, which the brand needs.
AIM OF PROMOTION
16. THE MARKETING
COMMUNICATION MIX
Advertising:
Any paid form of non-personal
presentation and promotion of ideas,
goods, or services by an identified
sponsor
Sales promotion:
Short-term incentives to encourage
purchase or sale of a product or service
Public relations:
Building good relations and corporate
image with the company‟s publics using
publicity, and handling unfavorable events
Personal selling:
Personal presentation by the firm‟s sales force for the
purpose of making sales and building customer
relationships
Direct marketing:
Direct communications with targeted individuals
to obtain an immediate response and lasting
customer relationships
21. IMPLEMENTATION
OF STRATEGIES
In all promotional activities, present BMW‟s „Story of Joy‟ Campaign.
clear, consistent image of quality & Apps are already available on Apple‟s
service to target market. Target- high App Store & Google‟s Android Market.
income, young male/female drivers. Add- Promotion through games, movies,
medium high income families. event sponsoring. Ex- Audi.
Expand the market beyond the current Continuation of Internet marketing.
locations by inviting more dealerships. TV adverts on key news & business
Prioritize urban markets, followed by semi channels.
urban. Frequent ads in newspapers &
Training programs for sales magazines; hoardings at key areas.
representatives designed to encourage Promotional activities at malls.
loyalty
and enhance service image of BMW.
Faster response to test-drive request &
decrease in waiting period for deliver
22. WHY IS BMW A POPULAR BRAND?
THE CAR
MUSCLED LUXURY CAR
ATTRACTIVE DESIGNS
POWERFUL ENGINE
SAFETY
DISTINCTIVE CAR
MULTI-PURPOSE AUTOMOBILE
HI-MILEAGE GUARANTEE
HI TECH CARS
FINANCIAL COMFORTABILITIES
FLEXIBLE PAYMENTS
LOW RATE LOANS
SEASONAL OFFERS
LEASING FACILITIES
PLENTY OF DEALERSHIPS
SECOND HAND DISTRIBUTION NETWORKS
23. THE QUESTIONNAIRE
1. which luxury do you own?
1.BMW
2.AUDI
3.MERCEDES
4.VOLKSWAGEN
2. How long has it been you owning this car?
a. 0-6 months
b. 6 months- 1 year
c. 1 - 2 year
d. More than 2 years
3. Would you like to buy/change the car?
1. Yes 2.No
24. 4. What type of car do you like to buy?
(PLEASE RANK THE BELOW BRAND AS PER YOUR CHOICE)
__.BMW __.AUDI
__.MERCEDES __.JAGUAR
5. Which type of car would you like to buy?
1.SEDAN
2.SUV
3.COUPE
4.OTHER
6.If BMW, then which series would you like to buy?
a. 3-series
b. 5-series
c.7-series
d.X-series
25. 8. What d0 you look for in a luxury car?
RATINGS 1 2 3 4 5
FEATURES
TECHNOLOGY
EFFICIENCY
COMFORT
STYLE
BRAND IMAGE
9. Would you like to suggest any changes to bmw?
26. ARE YOU SATISFIED BY THE SERVICE PROVIDED BY „NAVNIT MOTORS‟?
A.HIGHLY SATISFIED
B.SATISFIED
C.NEITHER SATISFIED NOR DISSATISFIED
D.STRONGLY DISSATISFIED
11.DO YOU THINK THERE IS A NEED FOR ANOTHER SHOWROOM IN
MUMBAI?
A.YES B.NO
27. percentage
3 series
5 series
7 seires
x series
29. Look, I know cars. I have driven many many cars and trucks of all kinds. I have an
SL500 in the garage which I thought was pretty much the perfect driving machine.
Hah, !!! Short version is that if you want to arrive and be seen buy a Mercedes, if you
actually care about the driving experience, and the trip is more important than the
arrival, do yourself a favor and get the BMW!. I now understand why it's the ultimate
driving machine, that's not an ad campaign, it's the After this
wears out there is nowhere to go except into a newer BMW. If you have the means I
highly recommend it….
30. INTERIOR’S
The 5's interior space has grown slightly, while the overall impression has grown
almost exponentially. Already a strong suit, BMW paid special attention to
ergonomics in the new 5 Series, with all displays, knobs and buttons located in
the central portion of the cabin. And the choice of interior materials reflects a
new maturity on the part of BMW management; this, of course, is where
consumers spend most of their time, and the new upgrades are fully appropriate
to that. We'd take issue, however, with the standard-spec upholstery; black or
beige leatherette, on a car with a base price of over $45K, stretches – we think –
credibility.
DRIVING EXPERIENCE
Driving ImpressionsRegardless of drivetrain, the 2012
BMW 5 Series family provides a balanced approach to over-
the-road performance. And when equipped with all-wheel
drive (AWD), BMW's midsize sedan is blessed with "all-
road"...
31. YOU WILL…
You'll Like This Car If...If you desire a balanced approach to
performance, comfort and practicality – and want all three in a reasonably sized
sedan – few cars can match the menu provided by BMW's 5 Series. And
if, perchance, you're one of the few capable of coordinating your left foot with
your right hand, BMW is one of the very few automakers providing the above
with a manual transmission – in the 535i and 550i.
YOU WILL NOT….(awww…!!)
You May Not Like This Car If...With the advent of sporty crossovers, and
the growing popularity of sport coupes, the sport sedan is at an
interesting point in the automotive paradigm. The 5 Series remains
practical and sporting, but its practicality is limited by its architecture,
and its "sportiness" is limited by its 3-box profile. Also, its sensible
starting point – mid-$40Ks – can quickly become nonsensical with the
addition of but a few options.
32. RECCOMENDATIONS:
To focus on long-term strategy objectives rather than push a
particular model or series:
To avoid a future sales dip in a trend/fashion-driven sales cycle.
This involves achieving aspirational mindshare among the elusive young
driver segment,
even if only in market short-term for a luxury car.
To avoid alienating or offending older luxury customers while engaged in
this campaign to aggresively pursue the youth target market.
To reinforce BMW’s prestige/performance brand cache in the context of a
product line that is rapidly expanding.
To expand & develop the marketing competencies necessary. to compete
effectively against players with bigger marketing budgets.
