Analysis of BMW mini case from Kotler's Marketing Management textbook. This presentation was created by Shashank Srivastava, IET Lucknow during a Marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

1. Mini Case Study: BMW

2. About the
Company:
• Bayerische Motoren Werke
(BMW) is a German luxury
vehicles, motor cycle and
engine manufacturing
company.
• Was founded in 1916 as an
aircraft engine manufacturer.
• Internationally respected
company with $106 billion in
sales.

3. BMW’S Logo
• Originally thought to be
a tribute to the
company’s founding
days as an aircraft
manufacturer.
• Meant to show the
colors of the Free State
of Bavaria.

6. BMW’s growth
exploded when it
successfully targeted
the specific market
segment.

7. So what is market
segmentation??

8. Market
segmentation
divides a market
into well-defined

9. How can a
market be
segmented??

11. Target
Marketing

12. Four Main Levels to Target Market
Mass marketing
Multiple segments
Single (niche) segment Individuals

13. What BMW
did??

14. BMW 3,5,7
Series

15. BMW X Series
Upper liberals

16. Questions raised
at the end of
mini case

17. How does BMW segment its consumers?
Why does this work for BMW?
The company
has used
demographic
and geographic
market
segmentation.
The
demographic
market segment
is divided into
income, age and
gender.
By segmenting
the market
into different
segments, it
successfully
targeted the
growing
market.

18. What does BMW do well to market to each
segment group? Where could it improve its
marketing strategy?
BMW marketed to
each segment by
giving them what
they needed. Such
as, BMW created a
lower price SUV
that was targeted
to a group called
“modern
mainstream.”
It could improve
its marketing
strategy by
targeting
females and
middle class also.

19. Should BMW ever change its tagline, “The Ultimate
Driving Machine”? Why or why not?
I personally think that
BMW should not change
their tagline. Their tagline
stays true to their
company and BMW has
backed up their claim with
their cars that are thrilling
to drive.

20. Summar
y BMW’s Logo
So what is
market
segmentation??
Target Marketing Questions
based on
Mini Case
About the
Company

21. Created by Shashank Srivastava, IET Lucknow, during
a marketing internship under the guidance of Prof.
Sameer Mathur, IIM Lucknow.