MINI's Brand DNA and Evolution
•
12 gostaram•6,262 visualizações
MINI's brand DNA centers around highlighting individuality with excitement. It was born in 1959 as an iconic small car and has since evolved to embrace premium qualities while maintaining its sporty and fun driving characteristics. MINI celebrates individual expression and sees itself as punching above its weight class. Its target audience is affluent millennials seeking to show off their individuality and adventurous lifestyle through a highly customizable small car.
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a MINI's Brand DNA and Evolution
Semelhante a MINI's Brand DNA and Evolution (20)
Mais de Di Nan
Último
Último (20)
MINI's Brand DNA and Evolution
- 1. BRAND DNA CAPE TOWN - Binar SEPTIANI · CLAIRE CAI · DI NAN · MARINA MA
- 2. CONTENT Methodology Overview Current Situation Competitive Landscape Target Audience Strategic Benefit Positioning Manifesto Brand Equity Brand DNA Brand Evolution Future Strategy
- 3. Data Mining Desk Research Brailing Culture Social Media Listening Paid Media Observation Immersion Store Visit Customer Interview METHODOLOGY FRAMEWORK
- 4. The big story of MINI. 1959 1960s 1961 1994 1999 2000s 2017
- 5. “OG” MINI NOW HAS BROTHERS AND SISTERS From a four-door version of the iconic Hardtop model to the spacious Clubman and the adventurous Countryman—both with available ALL4 AWD. MINI Hardtop 2 Door | MINI Hardtop 4 Door MINI Countryman | MINI Clubman MINI Convertible
- 6. Clothing | Backpacks | Keychain | Mugs AND THERE’S MINI FOR EVERYTHING… (BASICALLY.)
- 7. Advertising | Sales Promotion | Event and Experiences PR and Publicity | Direct Marketing | Word of Mouth INTEGRATED MARKETING
- 9. Every two years MINI owners gather for MINI Takes the States, a cross- country road trip filled with driving fun and unbridled MINI fanaticism.
- 10. CURRENT SITUATION Diversifying in sales. Steady growth for Hardtop. Clubman is selling fast. Countryman? Not so much. Changing in car preference. Millennial wants their own car. When they do, they want the small ones.
- 13. Fun to drive. And fantastic design!“
- 14. First off, it’s a fun car. Second, you don’t see that many on the road. They are unique. “
- 15. I totally love my car! Easy and fun to drive, easy to park.“
- 16. Everyone likes to think of themselves as unique. They’re not. But they don’t know that.
- 19. young and affluent 20-39 upper middle-income well-educated, living in urban areas spontaneous and active “They like standing out in a crowd and driving a car that people notice. They have a keen sense of style and believe a car says a lot about them. They look for what’s cutting edge, and what’s fun and exciting.” MINI CORE TARGET AUDIENCE
- 20. practical and more experienced in life, but have not lost their inner child. upper middle-income well-educated, living in urban areas spontaneous and active “They like standing out in a crowd and driving a car that people notice. They have a keen sense of style and believe a car says a lot about them. They look for what’s cutting edge, and what’s fun and exciting.” MINI GROWTH TARGET AUDIENCE
- 21. 18-35 middle lower income live in urban area sociable, have a lot of interests in life prudent, practical, stylish, follow trends wants an affordable car that is both functional and stylish FIAT 500 TARGET AUDIENCE 18-35, women middle income, live in urban or suburban area confident, passionate towards life fashion-conscious but do not pursue luxury approachable and easy-going wants a car that is cute, comfortable, and reflects her personality VW BEETLE TARGET AUDIENCE
- 23. Attributes Emotional Benefit Functional Benefit Powerful Engineering, handling Classic design, luxury interior Customized options Sophisticated materials and finishes Sporty Premium and comfort safety Satisfy personal needs Excitement Comfortable, indulgent Safe, reliable individualistic
- 25. Attributes Emotional Benefit Functional Benefit Eye catching Small but strong engine Stylish Italien design Different models Save money Satisfy different needs High acceleration Affordable Price Feel pragmatic Stylish Feel fun Feel distinguished
- 27. Attributes Emotional Benefit Functional Benefit Powerful German Engineering Trustworthy Technology Various Light Colors Adorable Classic Style Feel Reliable High Quality Guarantee Safety and Easy to Drive Visual Pleased Eye-catching Meet Preference Feel Safe Feel Cheerful Feel Distinguished
- 28. Winning Zone agility, sporty experience, highly customizable Risky Zone stylish design, size, various models, cultural heritage, after-sale service Dumb Zone lifestyle accessories, entertainment system Losing Zone price
- 29. “I want to be noticed” MINI makes me feel Individualistic and excited. “I want to be stylish in a pragmatic way” Fiat 500 makes me feel inspired. “I am different but I don’t like to show off.” VW Beetle makes me feel cheerful.
- 30. To affluent millennials who are individualistic, active, and adventurous, MINI is the only brand of subcompact cars that offers them a sporty and highly customizable car in a stylish, fun, compact package, so they can show off their individuality and exciting lifestyle. MINI BRAND POSITIONING
- 31. FIAT 500 BRAND POSITIONING To price-conscious millennials who is pragmatic and stylish, Fiat 500 series is the only type of subcompact cars that offers them affordable yet stylish cars with iconic Italian design, so they can feel unique and inspired to enjoy a peppy and fun driving experience.
- 32. VW BEETLE BRAND POSITIONING To low-key life stylists who are unique but approachable, Volkswagen Beetle is the only type of subcompact cars that offers them adorable, iconic German design, so they can enjoy the leisure in life and feel cheerful.
- 33. We know who we are. We were born special and grow up to be celestial. We aim higher than our height. We’re punching above our weight. We’re bold, as good as gold. We’re the outcasts, who happen to love running fast. We’re the champions, who define the world. We’re all about creativity, innovation and passion. We thrive on adventures. We seek excitement. We shout. We laugh. We burst. Yes, we have fun. We follow our intuition. We express ourselves. We chase our desires. We release what’s in our heart. We’re MINI. We write our own story. And we’re just beginning. MINI BRAND MANIFESTO
- 34. Distinct Brand Awareness High awareness of MINI among target audience.
- 35. High Quality: Innovative & Highly Personalized, Iconic Stylish, premium, eye- catching, Fun
- 36. Fun & Agile Car Adventurous, and Exciting, individuality, Energetic
- 37. Car that Translates Your Personality Inspires Brand Loyalty
- 38. Inspires people to feel young, to lead a fun, exciting, and free lifestyle MINI reflects my individuality Stylish, fashionable, fun, strong, independent, fearless, agile, energetic, cutting edge Small, razor-sharp handling, classic british design, sophisticated materials and finishes,bright colors Fun, cool, outgoing, independent, confident, adventurous Racing heritage British heritage Young, trendy, fashionable, fun, daring, edgy, sociable, individuality
- 39. Fiat inspires me to follow the trend Sleek, perky, simple beauty fun, stylish Italian heritage People living in urban cities, young On the way to be stylish and unique, chase the trend Logo-red color, stylish design, spry handling, small size Driving Fiat makes me feel good about myself and confident
- 40. Lovely relationship and embrace life Approachable individuated cheerful chic German Classic And Spirit young city dwellers Low-key life stylist Easygoing Approachable Amiable Smiling Leisure Stylish Low-key Small, adorable design, rounded hardtop, classic German engine,bright colors
- 41. Fun Agility innovative Sporty Fashionable Energetic Unique Stylish Heritage Premiumness Versatility Excitement Quality Strong Classic Youthful Adventurous Colorful Independent Individuality Heritage Fashionable Stylish Functional Agile Youthful Personal Charming Pragmatic Iconic Italian design Distinctive Power Self expression Inspiration Simplicity Heritage Approachable Amiable individuality interesting Colorful Lovely adorable Fashionable Happy Cheerful Leisure stylish
- 42. Highlighting your individuality with excitement. Celebrating little things in life. Embracing your happiness in life.
- 43. 1959 1960s 1961 1999 2017 Economic Premium Premium Iconic Design Iconic Design Individuality Individuality Racing Sporty Sporty BRAND EVOLUTION
- 45. THANK YOU
- 46. ASK US
Notas do Editor
- Pic Source: Miniusa.com
- Pic Source: David Cohen (https://unsplash.com/search/mini-cooper?photo=NZ2W4dled_c)
- Pic Source: https://s-media-cache-ak0.pinimg.com/736x/57/23/e7/5723e7d7e4ac289f84e7f245490e282d.jpg
- MINI has grown so much from the first time they were born in 1959. Pic Source: http://www.miniusa.com/content/miniusa/en/why-mini/why-mini/over-50-years-of-motoring.html
- Binar
- Binar Pic Source: Miniusa.com
- Binar
- Pic Source: Mini Super Bowl 2016 Ad
- Pic source: Miniusa.com
- CURRENT SITUATION Declining sales Losing brand relevance Mini Sales: (from Annual Report) >> Not USA Only 2012: 301,526; 2013:305,030; 2014:302,183; 2015: 338,466; 2016: 360,233 The above-average density levels of urban areas and availability of more alternative methods for commuting correlates with a drop in car ownership among Millennials and with Millennials even getting their driver’s license, but those who continue to want a car will likely purchase a compact car and crossover. Compact Cars and Crossovers - US - February 2014 http://academic.mintel.com.ezproxy.cul.columbia.edu/display/680608/?highlight
- Put more brands, but focus on the 3 main brands we’re talking about. Compact car (eg Toyota Corolla, Honda Civic, Chevrolet Cruze, Ford Focus, etc) Compact crossover (eg Ford Escape, Honda CR-V, Toyota RAV4, Nissan Rogue, etc) Subcompact car (eg Honda Fit, Chevrolet Sonic, Ford Fiesta, etc) Two-seater roadster/compact car (ie any car that can only seat two adults eg Mazda MX-5 Miata, Smart Fortwo, etc) Subcompact crossover (eg Nissan Juke, BMW X1, etc) Mini compact/city car (eg Mini Cooper, Fiat 500, Chevrolet Spark, etc) (from mintel report) launched in 2001, Mini is a reinterpretation of a once popular British marque, now under the stewardship of BMW. The 2002 Mini Cooper proved to be so popular that it spawned a whole family of vehicles, including the Cooper Convertible, Cooper Clubman (subcompact wagon), Cooper Countryman (four-door subcompact crossover), Cooper Coupe, Cooper Roadster, and Cooper Paceman (two-door subcompact crossover) – Mini is one of the most successful small car brands in the US. Source: http://online.wsj.com/mdc/public/page/2_3022-autosales.html http://academic.mintel.com.ezproxy.cul.columbia.edu/display/696369/?highlight#hit1 Logical? Work? Can stretch?
- We have to make a reason why these are the competitors? Size Price Design Different kind of nature, MINI they try to stay true to its brand
- Fiat
- Mini
- Beetle
- We also noticed 2 growing audience segments. MINI is trying to speak to young parents now. They are fun, cool, adventure-seeking kind of parents. They live in the urban areas with their young kids. This is clear in MINI’s recent model and advertising. The newest MINI model Countryman is a subcompact crossover, featuring expanded room. According to Mintel report, “compact crossovers are accommodating to those using their vehicles to cater to family.” And on MINI’s official site, it uses a picture of young parents with kids to advertise, and says MINI has “adjustable seats and floor panels to accommodate the entire family's luggage.” In its 2017 brochure, MINI says “safety runs in the family” and highlights its safety features. Another group of growing audience is the peter pan. They are older but they haven’t lost their inner child. They share the same mindset with the core audience, they are fun, energetic, and young at heart.
- Di
- Marina
- Firstly, it’s Beetle; it’s under Volkswagen; it’s all German engineering. The sense of made-in-German guarantees the high quality of the vehicle, which makes the consumers feel reliable. Secondly, the trustworthy technologies such as park pilot, rear traffic alert, blind spot monitor make it easy to drive and help guarantee safety. Through these mandatory technologies, consumers will feel safe while driving. Thirdly, its small size, adorable classic design makes it eye-catching and deliver visual pleasure. Driving this lovely vehicle makes the consumers feel cheerful and enjoyable. Last but not least, they offer choices of light colors that meet various preference of consumers. In addition to its small size, they feel distinguished.
- The two least-popular features fared the worst among older car owners (probably or definitely would not require): Text-to-voice for texting, Facebook or Twitter (79% aged 45+ years vs. 70% aged 18-44 years) Mobile WiFi, meaning the car provides Internet service (71% vs. 58%)
- Claire
- There is distinct brand awareness among different groups of audience. For the core target audience and fans of MINI, there is definitely high awareness among them. For people out of the core circle, they do not understand MINI pretty well. Some of them even thinks MINI Cooper equals to the entire MINI product lines.
- Moving up to the pyramid, on the performance side we see that highly personalized, with strong engine as MINI’s main performance. Which translates as stylish and eye-catching image in the eye of the audience.
- Up next, the good performance of MINI can be laddered up to put MINI as an agile and fun car to ride. And this judgement delivers feeling of adventurous and excitement in the eye of consumers.
- Since it’s such a car that translates your personality, delivers your excitement, it wins brand loyalty among consumers. It’s not only a car, it’s more like a friend.
- Let’s pack MINI’s brand equity into prism. MINI is known for its classic British design, small and colorful body. If MINI is a person, he/she is confident, outgoing, cool by nature. They go on adventures and have fun. Culturally, it inherit the British heritage and develop the racing culture. We interviewed 20 MINI owners and observed virtually through MINI’s forum, we find that for MINI drivers, or let’s say, MINI pursuers, they perceive themselves as stylish and lead the trend. They are fearless and independent. They are energetic and agile. It also reflects the way that the brand defines its target audience: young trendsetters. Moreover, they have a relatively higher income. They are never ordinary, instead, they have their individuality. MINI communicates with them well. It inspires people to feel young, and to lead a fun, exciting, and free lifestyle. Yes, they like MINI since MINI reflects their individuality. 1’18’’
- With its red color logo, small and stylish design, FIAT is simple but perky, sleek though stylish. It comes from the Italian heritage. ?? Self image ?? Reflection What Fiat is telling is inspiration. It inspires its people to follow the trend, and be confident.
- Like the name itself, Beetle turns alive with its small, adorable design. Its German engineering gives the brand credibility. When the brand appears, you can see they remain the individuality, however, in an approachable way. They are cheerful, delightful, and are chic as well. Historically, it originates from German’s classic and inspire German’s spirit at that time. It’s not hard to find the classic model in old movies. For Beetle drives, we can simply say that they are nice. Just like the uncle in the picture, they keep the big smile and are amiable. They still see themselves as stylish. However, their unique style is not for showing off. It’s just for their own chilling life. Reflecting on target audience, they are young city dwellers. They are low-key life stylist. From the relationship, more likely, it’s about the lovely atmosphere with the car and the owner’s life. They want to cuddle the car as well as embrace life with their beloved ones. 1’10’’
- Through the brand equity, we come up the keywords for their DNA. We highlighted the parts that they differentiate from each other. For MINI, it’s more sporty, adventurous, individualistic, and brings out the excitement. We could say they hold the trend and want the world here. For FIAT, it’s more about simplicity and inspiration. They are expecting to follow the trend. For Beetle, it’s adorable, approachable, and cheerful. They hold the trend and chill themselves. http://www.autonews.com/article/20130520/RETAIL03/305209963/goofy-ads-variants-help-mini-rule-its-own-little-world "The unique selling proposition that Mini stands for -- the agility, versatility and fun to drive -- that excitement has not been able to translate to other brands," said Ludwig Willisch, CEO of BMW of North America.
- Compared to main competitors VW Beetle and Fiat 500 series, we can see MINI’s key DNA elements are individuality and excitement. Just as the CEO of BMW of North America, Ludwig Willisch said: "the unique selling proposition that Mini stands for -- the agility, versatility and fun to drive -- that excitement has not been able to translate to other brands." Two main elements that are in FIAT’s brand DNA are unique, separating itself from Mini and Beetle - simplicity and inspiration. Simplicity here refers to FIAT’s definition of beauty. Beauty doesn’t have to be sexy or cute all the time, it can be simple beauty. Just like little things in life, FIAT wants to make people feel inspired to discover them, so that they could also find confidence and surprise from the experience.
- Binar Economic → Iconic Design → Pop Culture → Racing → Premium Feeling & Individuality
- https://www.youtube.com/watch?v=JhI5rVI5bxk