Group Presentation about BMW including company presentation and brand analysis especially regarding the BMW film campaign (European University, MBA Term 3-2012, Media & Advertising)
12. 3.
Posi:oning
• BrandZ
Top
100
Global
Survey
by
Millward
Brown
• BMW
voted
most
valuable
car
brand
• Replaced
Toyota
• Reasons:
– Ad
efficiency
– Consistency
13. 3.
Posi:oning
US
BMW
Unit
Sales
(x
1.000)
70ies
“Niche”
1973
“Oil
Crisis”
Early
80ies
“Yuppie”
Mid
80ies
“Compe--on”
Mid
90ies
“New
DNA”
14. 4.
Stereotype
Customer
“Demographics”
• Male
(63%)
• Well-‐educated
(76%)
• Married
(71%)
• No
children
(40%)
• Age
45-‐64
(45%)
• Income
100.000
–
150.000
USD
(21%)
15. 4.
Stereotype
Customer
“Lifestyle
Values”
• Leadership
• Career
/
Success
orientated
• Hard
workers
• Less
free
-me
• Engaged
in
sports
• Technology
• Less
price
rather
quality
sensi-ve
16. 5.
Marke:ng
Communica:on
• Limited
marke-ng
budget
• Maximum
impact
/
high
efficiency
• Synergy
across
a
bunch
of
different
media
• Tradi-onal
vs.
non-‐tradi-onal
• Product
introduc-on
vs.
brand
building
20. 6.1
Why
Film
Campaign?
• “Opportunity
to
do
some
absolutely
pure
branding”
• Non-‐tradi-onal
approach
• Innova-on
&
exclusive
approach
21. 6.1
Why
Film
Campaign?
• Entertainment
• Exclusive
distribu-on
• Call
to
ac-on
• Control
audience
22. 6.2
Goals
of
Film
Campaign
• Ajract
young
genera-on
Ø without
aliena-ng
old
genera-on
•
Strengthen
brand
image
in
luxury
segment
• Keep
growth
and
maintain
sales
23. 6.3
Target
Market
• Younger
target
group
than
before
• New
customers
• Poten-al
customers
• Consis-ng
customers
• Media
• Aspira-onal
group
25. 6.5
Campaign
Success
With
Numbers!
• More
than
9
million
website
visitors
• 94%
recommended
the
film
to
others
• In
2001,
13%
growth
in
sales
compared
to
2000
– Influence
on
purchase
decisions
(“Made
me
put
money
down
on
a
M3”)
• Press
ac-vity
10x
higher
than
an-cipated
• Contribu-on
to
improve
Brand
image
26. 6.5
Campaign
Success
Emo:ons!
• Feedbacks
were
very
posi-ve
– Awesome
– Keep
up!!
– Great
idea
• Seen
as
milestone
in
marke-ng
branch
– “The
ul-mate
in
new-‐media,
high-‐end
branding
has
arrived”
-‐
Time,
May
7,
2001
27. 7.
Follow
up
Op:ons
DVDs
New
Films
Big
Films
Do
nothing
28. 7.1
Pros
&
Cons
Op:ons
Pros
Cons
DVD
Easy
Quick
distribu-on
Con-nue
effect
One
way
communica-on
29. 7.1
Pros
&
Cons
Op:ons
Pros
Cons
DVD
Easy
Quick
distribu-on
Con-nue
effect
One
way
communica-on
New
Films
Encored
succes
Emo-onal
High
Expecta-ons(
Risky
)
Copycat
30. 7.1
Pros
&
Cons
Op:ons
Pros
Cons
DVD
Easy
Quick
distribu-on
Con-nue
effect
One
way
communica-on
New
Films
Encored
succes
Emo-onal
High
Expecta-ons(
Risky
)
Copycat
Big
Films
Emo-onal
Hollywood
effect
Big
Budget
Risky
No
experience
Product
placement
31. 7.1
Pros
&
Cons
Op:ons
Pros
Cons
DVD
Easy
Quick
distribu-on
Con-nue
effect
One
way
communica-on
New
Films
Encored
succes
Emo-onal
High
Expecta-ons(
Risky
)
Copycat
Big
Films
Emo-onal
Hollywood
effect
Big
Budget
Risky
No
experience
Product
placement
Do
nothing
No
copycat
Innova-ve
image
No
risk
Evalua-on
of
current
succes
Forgejable
32. 8.
Postscripts
• Three
more
short
films
and
comic
series
in
2002
• Free
DVDs
•
100
million
film
views
• Numerous
awards
• “The
Hire”
ended
in
2005