Marketing Advantage of Mini
Anyone who remembers the swinging sixties in London will remember the Mini. ... The Mini’s victory in sixties are long gone. 42 years after the birth of the original Mini, a 21st century version of MINI has made a big hit with the car market again. ... It has been a huge success for Mini owned by BMW since the launch in 2001. In year 2002 alone, more than 144,000 MINI have been sold in more than 70 markets around the globe (BMW Annual Report 2002). ... One of the reasons is their marketing team has done a brilliant job. They have done it so well that they have won the Marketing Week/Chartered Institute of Marketing Award in 2002. So what is their marketing strategy? ... Using the MINI – the jewel of the crown was one of the answers. Product MINI offers the consumer their symbiosis(? ... Since the birth of MINI in 1959, it became a cult vehicle. ... The original MINI’s unique fun style linked to people who were young, unconventional and ready for change in the sixties and seventies. New MINI’s shape is unmistakably Mini just with a little more flair and a hint of the modernisatation. ... Promotion When MINI was launched in 2001, there were five TV spots, 15 print ads, mega-posters, radio spots and numerous events in over 20 countries The ‘MINI Adventure’ marketing campaign that saw the MINI save the Earth from Martian invasion has been so successful that it has won two top prizes at the Chartered Institute of Marketing’s 2002 Effective Awards, the UK’s most prestigious marketing awards. With the motto “MINI @ In-spots”, appeared at the “in” venues in various European capitals. ... mini. ... In 2003, three MINI Coopers will be appearing in film ‘The Italian Job’ which in one of the great symbols (not sure about icons or symbols) of British cinema. Perhaps another big exposure for MINI? Price The price of the entry model is MINI One which starts from £10,400. ... Place MINI is sold by dedicated MINI sales staff working in dedicated MINI dealership within selected BMW showrooms. BMW is positioning MINI as an independent brand within the BMW group. From the above marketing mix analysis, we can see MINI is trying to attract young, image-conscious and affluent drivers as well as older MINI enthusiasts. ... Will MINI continue its success into the future five to ten years? The current marketing environment of motor industry is facing some uncertainty ahead. ... MINI’s current range and new diesel version will continue to exploit the opportunities. MINI’s product has already enjoyed the capitalisation of BMW’s high quality engineering reputation and premium brand image and will continue to do so. MINI’s unique product strategy, advance technology and premium price strategy will continue to defend the threat such as mass-production competition, environment issue. ... MINI as a rising star, fits into BMW’s group portfolio very well. It is glad to see BMW has enough strong products to support MINI’s further growth and to maintain its lead. MINI still in the process to expand its range, some product lines are still in the introduction stage, the cash inflow from other BMW cash cows are crucial to support the heavy demand. ... Although MINI is an independent brand, there is a solid link between MINI and BMW, particular on the technological side, Growth through diversification is the strategic direction to pursue MINI’s future success. MINI can grow by concentrating on new customers. ... MINI positioned its brand really well in the market. ... It is rather far away from the competition MINI is perceived to be. (see perceptual mapping) However, BMW is not free to develop a business and marketing strategy without reference to the competitive environment and the competitor. ... Also the Beetle doesn’t have such a legendary emotional effect in UK as does MINI.