By: Jenna Walton &Evan Wong

Group 6December 3rd, 2008

Brief History of the MINI• Originally created in 1959 by Sir Alec Issigonis (top engineer of

Morris Company) in response to the European fuel crisis of the late 1950s

• In 1961 John Cooper, a race car engineer, launched the new MINI

• The new “sports revived” car took 3 Monte Carlo rally wins between 1964-1967, from then it was dubbed the “Mini Cooper”

• It quickly became Britain’s best selling car and soon were distributed throughout Europe, South America, and Australia.

• The Mini came to the US between 1960-1967.

Product & PriceCooper – $19,200 (Cooper S - $22,600)

Convertible – 22,600 (Cooper S – 26,050)

Clubman – 20,850 (Clubman S – 24,350)

John Cooper – 29,200 (J Cooper S – 31,450)

• Prices range depending on which make you prefer

• Many different add on such as chrome mirror caps, chrome line exterior, sports suspension, sports seats, heated seating, etc. New Electric

MINI E

Place

• Website is very detailed so you can design and order your car in the comfort of your own home

• Select dealerships you can visit and test-drive, reservations to test drive are done online

Promotion • MINI utilizes a Integrated Marketing plan, using advertising, sales promotion, publicity, and personal selling

Online

TV & Cinema•The Italian Job (1969 & 2003), Austin Powers

Motor Shows

Outdoor

Print Ads

USP & Target Market• Unique Selling Proposition- It is iconic, lasting decades

in it’s original form

•Target Market- appeals to a wide range of groups

–Psychographics:•Active, like to experiment, unique sense of style•Car aficionados and classic car lovers

–Demographics:•Ages 20-34- enjoy trying new things, are sporty, and active•Ages 35-55- want to add to their collection, reminisce

Competition:

•Any smaller compact car

•Volkswagen Golf

•These models have gone through many different designs, just for one model

•The MINI has gone virtually unchanged

Interview #1 & methodologiesName: Mari Laderriere

Age: 24 Gender: Female

Job Position: Office Manager at a CPA Firm

Resides in Washington DC

MINI Model: MINI Cooper Hardtop

Color: Chili Red

• Her primary motivations:

– Due to the movie The Italian Job of 2003; from then on she didn’t consider any other car

– Gas prices

– General size of the car due to the fact that she too is little

– Originality

• Feelings when using the vehicle:

– Happy and enjoying life– She believes others perceive her as

small, trendy, and cool

Concepts that apply to Mari’s purchase decision:

• Halo Effect- when a conditioned stimulus, The Italian Job, creates a transfer of judgment

•The MINI is portrayed as a clever little car, perfect for a getaway

•“I had been obsessed with MINI Coopers since The Italian Job came out”

•Hedonic Need- Mari buys an automobile that makes her feel a certain way; excited, daring, and active

•Underlying goal using Laddering Approach is to live life to it’s fullest

•Self-Concept- identifies herself with the car; the car is small, like her

Interview #2 & methodologiesName: Richard Yeager

Age: 56

Gender: Male

Job Position: Retired Marine

Resides in San Diego

MINI Model: 2006 MINI Cooper Hatchback; manual transmission

Color: Silver

• His primary motivations:– Wanted a car to enjoy through his retired

years – Economic factors

• Wanted a car that would last

• Feelings when using the vehicle:– Freedom– Stylish, classy– Excitement – Feeling young– In control and powerful

Concepts that apply to Richard’s purchase decision:

•Nostalgia

•The design of the car has been kept virtually unchanged from Sir Alec’s initial design

•Reminder of the 60’s, a time of change especially for his generation; time of peace and soon influence from The Beatles

•Lexicographic Decision-Making Rule

•Places most importance on the handling and performance feature of the vehicle

•Cult product

•Being devoted to this generation of cars

•Being ahead of the game by being environmentally conscious

Their Actual Marketing Strategy

• As mentioned before, they utilize an extensive marketing plan– Motor show– Billboards– Email advertisements– Print– Cinema– Personal Selling

• The MINIs are portrayed as sneaky, clever, fun, daring, cheeky, even trouble makers

http://www.youtube.com/watch?v=chHpV2Hlt-k&feature=related

The Next step• Build more awareness in the US• Celebrity endorsing • Play on the “consumer icon” factor

– Continue to deliver the cars personality (accomplished through it’s advertising)

It was named

“Car of the Century”

for good reason…

John Lennon

Ringo Star

George Harrison

Steve McQueen

The End… Motor On.