prentation on bmw

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PRENTATION ON BMW

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Page 1: Prentation on bmw

PRENTATION ON BMW

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INTRODUCTION OF BMW HISTORY KEYS FEATURE 4P’S OF BMW

CONTENT

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Franz Josef Popp

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4 P’S OF BMW

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PRODUCT OF BMWStarting in the early 1900s by building motorcycle and aeroplane engines before moving on to cars a few years later, BMW has for many years now been at the top of its league in the car industry. Although BMW is involved in many sports and events, as well as other promotions, the key aspect for the success of BMW is their range of cars. BMW cars appeal to so many people including to lower class customers. It is no surprise that BMW is a part of the “Want segment” now. The upper class WANTS this product. Each of the cars in the series (1, 3, 5 and 7 as well as X and other classes) is different to drive and have different characteristics

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Key Product features in the marketing mix of BMWLuxury segmentHigh Quality productsExcellent brand pullGood service

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PLASE OF BMW

BMW has highly skilled people working for them in all areas, from mechanics to customer helpline staff. All are prompt and professional, and work hard to maintain the company’s image. BMW has manufacturing facilities in many different countries. In India, the manufacturing facility is in Chennai, and the facilities were opened in March 2007 and it produces the BMW series one, three, five and seven. This facility is capable of producing 11,000 units per year, at maximum output. The spare parts center is located in Mumbai so that transport of these spare parts can be carried out swiftly.

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Key Distribution features in the marketing mix of BMWLean distribution modelDealers and showrooms get good marginsGood provision for spare parts

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PROMOTION OF BMW

2012 saw BMW ranked as the world’s most reputable company by Forbes.com. Criteria included ‘people’s willingness to buy, recommend and to work for’ the company. Interestingly, the answers were driven 60% by perception of the company, and 40% by perception of the company’s actual products. We marketers know that to build a positive brand perception, it takes years and the same has happened with BMW. BMW has been promoting itself with the most amazing television commercials, print advertisement, out of home advertisement and now through online advertising.

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Key promotional features in the marketing mix of BMWStrong brand pull due to excellent marketing over the yearsCompany relies on pull strategy more than push strategyTop of the mind positioning in automobile brand

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PRICE OF BMWIt is no doubt, that with such good technology, and with top of the mind positioning, BMW is a premium priced car and motorcycles company. Prices of BMW cars can vary by a great deal, depending upon which series, model or extras the buyer intends on purchasing. What can be said though, is that BMW cars are not aimed at everybody, as they are more expensive compared to other cars because of their image and technology, and they are also more expensive for repairs and general maintenance.Looking at the competition, BMW has also launched low priced cars (as per BMW standards) like the BMW X1. the price of which starts from 22.5 lacs. This is primarily aimed to tap the Indian market. BMW offers various loan deals and repayment methods to help those who wish to spread the cost, and has hundreds of dealerships and showrooms word wide.

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Key pricing features in the marketing mix of BMWPremium pricingPricing helps create the “Want” feelingHigh cost of marketing to maintain brand image

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ADVERTISMENT

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