bmw - case study analysis
TRANSCRIPT
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It’s time we all applaud this century
of excellence!
BMWa name that defines
luxury since 1916
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This LOGO is extremely deceptiveand only recently, the makersrevealed the true meaning of thischequered design
it symbolises the colours of free state of Bavaria – headquarters of BMW
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BMW’s luxury lifestyle since its inception
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DIXI – BMW’s first car, based on Austin 7
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BMW owners around the worldI own THE best car in the world, I can die in peace now!
A level of impeccable
satisfaction ;A few real life examples to show why BMW is not only a car, but a testimony of one’s
success
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Shah rukh khan with his brand new bmw i8, which has already created
a lot of buzz on social media
Sachin Tendulkar is the brand ambassador of bmw india and is an ardent lover of bmw’s products
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BMW is also famous for its high-end motorbikes which they began producing only after World War I
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Recession of 2008- 09
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BMW’s sales revenues slipped by around 4.7% whenrecession hit the global economy in 2008-09 ; Vehiclerevenues by 10.4% while the automotive division was down by10.3%, yet BMW remained the strongest contender ofproducing world’s most premium vehicles without loweringtheir price
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What are the pros and cons to BMW’sselective target marketing? What has thefirm done well over the years and wherecould it improve?
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BMW’s biggest strength lies in their loyal well-to-do customer base
BMW’s straightforward ignorance of the masses pose a great deal of threat to them
in terms of revenues with strong competition from other automobile
industries
They have created a strong brand value for themselves which makes their customers believe that owning a BMW is a sign of
their lavish lifestyle and professional success
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BMW’s sales slipped during the worldwiderecession in 2008 and 2009. Is its segmentationstrategy too selective? Why or Why not?
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Recession hit revenues of almost all brands andBMW was no exception. BMW’s segmentationstrategy works perfectly in their favour becausethe loss in 2008-09 was due to a global economiccrisis and not because of a loss in target market
Under these circumstances, if BMW would havemoved to production of automobiles for themasses, that might have backfired at them. BMW’starget market is the upper-class society of thisworld who would not hesitate buying a high-endcar even in tough times. Hence, BMW staying putwith their loyal customers was a wise decision.
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TARGET MARKET SEGMENTATION
DEMOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
BEHAVIOURAL SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
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MAJOR SPONSORSHIP DEALS
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ENVIRONMENTAL IMPACT
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Environmental impact
The logo’s history
All about BMW:founders to revenues
High profile owners
Marketing strategies Sponsorship deals
Bmw motorradRecession of 2008-09
Mini cases and their solutions
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disclaimerPrepared, Designed & Delivered by
Sounak Deb, Jadavpur University during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow
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