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某汽车MINI汽车分析
StrategicMarketingSuccessMINI
2001-BestoftheBest:MINI-MostFun—AutoWeekMagazine2001-CaroftheYear—CarMagazine
2002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine
2003-NorthAmericanCaroftheYear—CaroftheYearAwards2003-SportingCaroftheYear—AutoExpress
HistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFuture
MINIProductLifeCycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(`000)
TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulldogIndividualityInspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandnameDrivingexperienceSafetystandards
Let’sMessWithPerfection!
EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINED
Let’sEvolve!
“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.Autocar,Britain’sbesthothatch,May2002
ExclusiveAvailableLowHighPricepositioningBrandpositioning
ExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesAdvertisingPromotionWarranty
Let’sMotor!
Let’sGoonTour!
It’sLove.
PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8
HistoryinaMINI(ute)RebuildMINIGoGlobal
FUTURE
Let’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutlegacies.Let’sshowsomepride.Let’sbetheproductofgoodgenes.Let’sinheritDad’seyesandMom’sbonnet.Let’srememberwhogotushere.Let’sinspiregenerationstocome.Let’scontinueinthefootstepsof
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