PERFORMANCE AND

LUXURY

GREW FROM AIRCRAFT ENGINE MANUFACTURERS

TO CAR MAKERS

Targeted baby boomers and professional yuppies

Bimmer and Beemer were the slang terms for sporty sedans

Restructuring based on customer attitude with variety of designs, price, size, style and color was

done.

1 series and X1 SUV were for the family focused and the low budget people.

7 Series for the Upper Conservatives, i.e.

wealthy people, with added comfort and

luxury

X Series for Upper Liberals those who take up extra curricular activities hence a bigger car with

higher performance

Convertibles for the Post Modern People

6 Series is a flashier version of the 7 series again for the Post

Modern Group

Reasons for Success

Perfect Market Segmentation

Continuous Innovation and Updating

MARKETING STRATEGY

They emphasize Performance over Status

Brand Loyalty

Bimmerfest is an event hosted by BMW to celebrate their cars

BMW INITIAL GROWTH

RESTRUCTURING BASED ON CUSTOMER

NEEDS

DIFFERENT SERIES AND

TARGET AUDIENCE

THE ULTIMATE DRIVING

MACHINE

REASONS FOR SUCCES

• MARKET SEGMENTATION

• INNOVATION

MARKETING STRATEGY

EMPHASIS OF PERFORMANCE OVER STATUS.

BRAND LOYALTY

HENCE DRIVE A BMW

DISCLAIMER

Created by SHYAM SIDDHARTH of PSG TECH Coimbatore

for an Internship submitted to Prof. Sameer Mathur IIM Lucknow.