BMW Case Study

BMW Films Presented by Team#3 : Hyo Suk Kang, Laszlo Banhegyi, Petr Shchekochikhin, Se Jong Kang, Sung Ho Jie

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case problems ,[object Object],[object Object],[object Object]

Company history ,[object Object],[object Object],1970s Hottest luxury brand 1968 1986 2000 1992 1960s Niche foreign car ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1968-2000 U.S. BMW Unit Sales (in thousands) 200.0 100.0

Customer base & product strategy ,[object Object],[object Object],“ Caring about status” “ practical & safety” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Identify goals of the campaign ,[object Object],[object Object],[object Object],[object Object],“ What is the most efficient way of promotion?” Luxury brands: Media expenditures (dollars/unit, 2001)

Evaluate the success of the campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluate the success of the campaign 45% 6% 13% 22% 59% 8% 37% 10% 30 45 64 34 45 55 Customer Visitor 94% Recommended films to others 82% Non-BMW owner ,[object Object],[object Object],[object Object]

Choose one out of 4 options ※ Consideration: leverage, easy implication, cost-effective, risk averse approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pros Do Nothing Big Movies New Films DVD Options V X V X

Postscript ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BMW Case Study

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BMW Case Study