2. History
• BMW was founded in 1913 to manufacture aircraft engines in
the Munich
• 1928, BMW set up a car manufacturing unit and started
manufacturing a small car called 'Dixi’
• It was BMW's first car and was marketed under the name
BMW 3/15
• 328 roadster, were considered very advanced for their time,
and the roadster was even nominated as the 'Car of the
Century' in 1999
3. Key features
• 1961- launch of BMW 1500 a trendy sporting car
• 1973- first overseas plant in south Africa
• 1982- 1st euro car maker to set up subsidy in Japan
• 1992- BMW outsold Mercedes Benz for the first time in
Europe
• 1993- BMW entered into joint venture with Rolls-Royce
• 2003- BMW launched rolls Royce Phantom this high priced
model around US $3,30,000
• 2005- BMW sold a record breaking 769 units world wide
4. The Curve Effect
• Christopher bangle chief designer brought our cars with more
curvy designs which he called “flame surfacing”
• Widely criticized by traditional designers they called them
“bangle-ize”
• Despite the criticism BMW sales increase year by year
• This design was copied by rivals Lexus and Mercedes Benz
• Main competitors Alfa romeo , audi , infiniti ,jaguar ,lexus
• BMW LLC a subsidiary was established in USA 1975 it
imported BMW mini rolls Royce cars and motor cycles
5. FIXING WHAT AIN’T BROKEN
• "company of ideas" advertising campaign was unveiled in
may 2006
• Wanted to take their brand beyond its traditional association
with “YUPPIES”
• 2005 BMW LLC record annual sales of 3,07,020 vehicles in
the us up 4% over 2,96,111 vehicle sold in 2004
• bmw llc felt that almost 75% luxery car buyers in the u.s.
were not considering as they still strongly associated with
yuppie
6. BMW – The Ultimate Driving Machine
• The original German slogan Freude am Fahren Whch
means “joy in driving”
• second largest selling European luxury car in America
• consistency of the communication and logo
• BMW has been the ultimate driving machine for 25
years
• three separate advertising agencies
• even though BMW retained its strategy .
7. Going Beyond Yuppies
• As per the company’s perspective.
BMW management was in need for a change…
• WHY??
75% of the luxury car buyers didn’t consider BMW at all !
• Change Perception among the masses.
• In search of different avenues to increase sales
8. Was it necessary??
• To reach out to new customers.
• To portray themselves into the mindsets of the
customers.
• To bring in 3 major changes in..
• Product Acceptance
• Customer Satisfaction
• Further adding the new aspect of “DELIGHT”
to customer satisfaction
9. Targeting “The Creative Class”
• An independent sprit
• A drive to challenge conventional wisdom
• An appreciation for the brand’s ability to offer
both substance and style
10. The "Company Of Ideas" Campaign
• The ad campaign was unveiled through various media.
• The campaign tried to communicate BMW's independence.
• Freedom to pursue innovative ideas.
• Little emphasis on its high performance features like horsepower,
etc.
• The ads in this campaign encouraged radical ideas and designs.
• They wanted people to know how it gets to be an ultimate driving
machine.
11. Waiting For The Rest Of The World To Catch Up!
• "They get there through passion and inspiration -- they
aren't hindered by idea-killing bureaucracy.“
• BMW showcased its environmental sensitivity
advertisements(eg: 745h hydrogen car).
• They placed their ads in lifestyle publications as well as
in magazines like Vogue, The Economist, Vanity fair etc.
• A Jackson Pollock painting thrown in a dumpster.
12. BMW’s Print Ads
• NO: Say “no” to compromise and say “yes” to
innovative ideas.
• MATCH: BMW has the freedom to build cars the
way it wants to build them.
• AIRBAGS: "Ideas don't have airbags to protect
them."
• RISKY: : A print ad prominently featuring a BMW 7
Series vehicle with the tag line "Not taking risks is
risky“.
13. BMW’s TV ads
• OVERTHINKERS: A shot of the Leipzig plant is
seen with a voiceover explaining, "at BMW ideas are
everything.“
• EUPHEMISMS: The ad focused on teaching a
lesson to their counterparts without being too
offensive.
• ENEMY OF IDEAS: The ad that portrayed
personality types, who created barriers to creativity.
14. SWOT Analysis
Strengths Weakness
• Passion & Dedication to • Inadequate market research
move forward • Confusion & Dilution
• Innovation among customers
• Strong expansion plan • No critic’s support
• Risk taking
• Consistent
• communication
• Brand management
• Environmental sensitivity
15. SWOT Analysis
Opportunities Threats
• Launch of new plants • Increase in competition
• Belief in experimental • Fear of U.S. anti-trust
branding regulations
• Foray into new markets • Complacency
• Emotional aspect
