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Introduction
During the early 90’s, the decline in sales by BMW in the motorcycle market leaded to the development of a new product which would capture the emotions and excitement that bikes had satisfied. The roadster concept was identified as being the perfect fit since it embodied both the excitement to drive and the essence of the BMW brand.
BMW also wanted to extend their brand image to be stylish and fun and attempt to move away from the former tradition bound image of a purely executive type product. The objectives of the Z3 launch were to widen the BMW product mix as well as increase awareness of and market share for the BMW product through a wider customer audience; specifically consumers who were looking for fun and adventure and who wanted to be perceived as stylish and ‘avant garde’.
The definition of the Z3 brand included concepts such as style, sophistication, adventure and fun. ...
BMW Business Goals Being the “best” rather than the “biggest”
Sell 100.000 units in US market (major players – efficient operations)
Brand Image Operations
Replacing the perception by the US public of BMW as being a German brand to a Global automobile manufacturer. ...
The Marketing Plan
The central goal of the marketing campaign was to insert the Z3 into the fabric of American culture, to embed it into the hearts and minds of the American public. The intent was to get people to talk about the car in everyday conversations; as BMW management explained, the objective was to “Leverage the buzz”. ...
The dispersion of the audience group among the demographic layers made it difficult to target through TV and fare advertisement and subsequent market research had shown non traditional media to be more efficient in targeting the psychographic segmentation that BMW had identified.
Approximate Word count = 1360
Approximate Pages = 5.4
(250 words per page double spaced)
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