宝马MINI汽车marketing幻灯片1.pptVIP

Strategic Marketing Success MINI Let’s Mess With Perfection! Let’s Evolve! “And then there’s the fact that it’s a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britain’s best hot hatch, May 2002 Let’s Motor! Let’s Go on Tour! FUTURE Let’s Repeat History. * 2001-Best of the Best: MINI- Most Fun — Auto Week Magazine 2001-Car of the Year —Car Magazine 2002-Grand Prix Award — European Car Magazine 2002-Britain’s Best Hot Hatch — Autocar Magazine 2003-North American Car of the Year —Car of the Year Awards 2003-Sporting Car of the Year — Auto Express History in a MINI(ute) Rebuild MINI Go Global Into the Future MINI Product Life Cycle 0 50 100 150 200 250 300 350 400 1959 1963 1967 1971 1975 1979 1983 1987 1991 1995 1999 Year Volume (`000) Turning the Corner Services Intangibles Core Product Insurance Warranty Fun British Bulldog Individuality Inspiration Rally Racing College Graduate Program History Heritage Value for Money Economic Personality From Mini to MINI Design improvement Lets motor Funky Icon Leasing High resale value Payment plans Retail Financing Optional extras Focus on Customer service Website Brand name Driving experience Safety standards EYE-CATCHING PERFECTLY BALANCED POWER PACKED REFINED ? Exclusive Available Low High Price positioning Brand positioning Existing Existing New New Markets Product/Services Puma MINI Rally Racing Movie – Italian Job Global expansion Revival of an icon Clothing Toys Accessories US Market Financial Services Core Values Advertising Promotion Warranty It’s Love. Percentage of BMW Sales by Model (2003) 18% 48% 15% 5% 5% 9% 0% MINI 3 Series 5 Series 7 Series Z4 X5 Z8 History in a MINI(ute) Rebuild MINI Go Global *