Presentation bm

The Ultimate
           Driving Machine




BY-
OMKAR SARNAIK, TANMAY BHADKAMKAR, CHINTAN PATEL
BHUPENDRA SINGH NARAWAT, DINESH MATE
Presentation bm
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.
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:
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
T HE
RI VAL R
Y
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.
535 I
                530 D
        525 I
520 D
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
PRODUCTION UNITS
R&D   CENTRES
SALES N ALL-OVER
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
Largest BMW Showroom-Abu Dhabi
            GOA
                     DUBLIN                            Abu Dhabi
            MUNICH
SHOWROOMS




                                                          MUNICH
            JAIPUR

                          MUMBAI



                                                           FINDHORN
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
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
AREAS OF PROMOTION
ADS & HOARDINGS:




GIFT ARTICLES
VIDEO GAMES




              NFS
              MOST WANTED

TOYS




MOVIES
GAMES & SPORTS




AUTO EXPOS
MEDIA/INTERNET




SPONSORSHIPS
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
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
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
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
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?
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
percentage




             3 series
             5 series
             7 seires
             x series
CONCLUSION/CUSTOMER
FEEDBACK
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….
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"...
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.
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.
Presentation bm
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Presentation bm

  • 1. The Ultimate Driving Machine BY- OMKAR SARNAIK, TANMAY BHADKAMKAR, CHINTAN PATEL BHUPENDRA SINGH NARAWAT, DINESH MATE
  • 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.
  • 8. 535 I 530 D 525 I 520 D
  • 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
  • 11. R&D CENTRES
  • 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
  • 17. AREAS OF PROMOTION ADS & HOARDINGS: GIFT ARTICLES
  • 18. VIDEO GAMES NFS MOST WANTED TOYS MOVIES
  • 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.