行业分析研究报告BMW Talk宝马的案例.ppt

How brand marketing has evolved 1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising 2001 BMW brings them all together BMW Buyers Not Necessarily Driven by Price BMW customers want: A realization of the brand promise Performance, safety, technology, innovation Recognition Service Information Convenience Helpfulness How BMW Buyers Make Purchase Decisions Personal Profit from Purchase = a (usefulness of product) +b (perceived brand value) - c (money cost) - d (time or inconvenience) Two kinds of database marketing people Constructors People who build databases Merge/Purge, Hardware, Software Creators People who understand strategy Build loyalty and repeat sales You need both kinds! Situation Analysis In 2000, BMW built a robust customer and prospect database designed to: Provide a comprehensive view of the automotive and financial services BMW customer Deliver short term, incremental revenue through opportunistic marketing programs Increase customer loyalty through understanding and ability to deliver relevant, timely communication Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases BMW Situation II BMW now has a central system of measurement The BMW Report Center monitors communications and response from prospects and customers Measurement includes cost per response and cost per sale BMW now has the ability to view prospects as well customers in its universe This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale The new marketing database contains a broad range of information on the BMW consumer Campaign, response, and financial service data 190 appended individual and household data points BMW Situation III Allowing a full view of the BMW