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1. BMW
(Bavarian Motor Works)
Nitin Rathi,Vijay Mor,Injo Navish,Komal,Vignesh ,Sandeep
Gunjan,Gautam Deka,Saurabh Malik

2. Brand Image of BMW
 Driver focused luxury cars
 BMW wants its customers to drive around by themselves
 Use of German engineering to make driving a joyful experience.
 Use of latest technology and safety features.
 Powerful engines which are also efficient and eco friendly
 Aggressive designs which are also elegant at the same time.
 Rich and high quality interiors
 A car which can be used as a day to day car but can also be taken
to racetracks on weekends.

3. Focus on the cars dynamic design which distinguishes it from all its
competitors.

4. BMW wants to showcase its ED technology which cuts on emissions
without compromising on power and driving pleasure.

5. Competitive Environment
 Traditionally it was between the 3 big Germans
 Audi, Mercedes and Volkswagen( in few segments ) are the key
competitors for BMW.
 Globally it has competition from some other brands which differ
from market to market like Alfa Romeo in Italy and Lexus in US
 In India BMW entered market in 2006 and became market leader
in late 2010.

6. TG for BMW
 Young executives and businessmen who love to drive
 People who are passionate about there cars and are willing to
pay some extra cash for quality and luxury
 Young, energetic and independent individuals

7. BMW commercials
 http://www.youtube.com/watch?v=JY02BTJrrOc
Through tis ADD BMW wants show case iets latent technologie wig
differentiaties it from it’s competitors.
 http://www.youtube.com/watch?v=_MYjowQHi28
The ADD focuses on power and driving dynamics.
 http://www.youtube.com/watch?v=C86SNhNhhXI&list=PL11BB22D189446
6F8&index=7
The add again shows how from the starting BMW has kept its focus on
driving pleasure.
 http://www.youtube.com/watch?v=o2dVtQ3b3I8
The ADD focuses on BMW’s safety features.
 http://www.youtube.com/watch?v=XJsOzalObZ0

8. Print ADD that targets AUDI.

9. Conclusion
Through all these ads BMW wants convey the message that
it focuses on driving pleasure more than anything in their
cars and they make these amazing cars for the people who
love to drive them.