This case study is based on Marketing Management by Kotler and Keller (14th Edition) Chapter 7.

2. BMW HEADQUARTERS,
MUNICH, BAVARIA,
GERMANY

3. BMW founded in as aircraft-engine manufacturer

4. Flag of Free State of Bavaria
Spinning Propellers
Most distinct and globally recognized logo

5. Key to BMW success

6. Targeted
particular
market
segments

7. Targeted the growing market of baby boomers and professional yuppies

8. Focused on providing products with different
Design
Style Price Size Color

9. Variety of Products

10. 7 Series
For Wealthy and Traditional Consumers

11. X5 Series
For ‘Upper LiberaLs’

12. For Middle-Class
1 Series X3 SUV

13. Roadsters (Z4)
6 Series
That’s
my car
For showy one’s

14. KNOWN FOR THEIR UNIQUE ADVERTISING TACTICS
THE ULTIMATE DRIVING MACHINE
BMW HAS KEPT THIS TAGLINE FOR OVER 35 YEARS

16. BMW GREW INTO BRAND WITH $76 BILLION

18. BIMMERFEST,
an annUaL FesT hosTeD by bMw’s enThUsiasTs CUsToMers

19. THANK YOU