Marketing Company & Creative

From Brief to Publicity Campaign

Angelica Anzhelika, MMFM

Jasson Schrock, MBD

Malikakhan Ablataeva, MBD

Nada Abunema, MBD

Piyada Viwattanapirug, MBD

Rainhard Susanto, MBD

Sandra Magana, MBD

Seonah Jeon, MBD

Workshop Leader: Annamaria Tartaglia, Marketing Director for Value Retail Two day Interdisciplinary Group Workshop Domus Academy, 2012

MINI Cooper Coupe BMW Automotive Group

Brief

Built for the Driving Enthusiast

Product Features

The MINI has the longest history of any of it's competitors (nearly 50 years)

The Driving dynamics

A superior experience behind the wheel

Premium Technology

Exceptional Quality

Economical (fuel efficiency)

Sporty

Highly Customizable

Environmentally responsible

Entry Level BMW AG luxury brand

With every new customer, a lifelong relationship with the brand is established

Demographics & Characteristics of the Market Consumer

Sex & Age

• From 25 to 35

• Mostly Male

Marital status

• Single

Level of education

• Highly educated

professionals

Social trends

• Environmentalism

• Aging population

Psychological

• Driving Enthusiast

• Urban Attitude

• Individualistic

• Values quality

• In the pursuit of style and brand image

• Will pay a premium for the brand

Competitors in the Compact Market

• Mercedes Smart

• Audi

• BMW

• Honda Fit

• Volkswagen Golf

• Chevrolet

• Ford Focus

BMW AG Subsidiaries Unit Sales Worldwide 2011 Highest Sales Ever in BMW Group History

The MINI brand can also look back on its best year ever. The brand’s positive annual result was bolstered by the MINI Countryman, which totaled 89,036 deliveries in its first full year of sales. BMW Group, Investor Relations Data

1,668,982 +14.2% prev. yr.

1,380,384 3,538 285,060 +12.8% prev. yr. +30.5% prev. yr. +21.7%; prev. yr.

Launching the restyled 2013 MINI Cooper Coupe

On the market September 2012

Further momentum is expected in 2012

with the new additions to the MINI family

Projected Sales Germany: 375,000,000 € 15,000 vehicles German Market Ad Campaign Budget 11,250,000 €

Turn Drivers of average vehicles, into loyal Driving Enthusiasts

23,000 € 13,000 € 19,000 € 18,000 €

We want consumers to upgrade from average, to MINI

Highly Customizable Product Line

my MINI

Sample Customizable features in the MINI Family of cars Exterior Paint Audio Roof/Mirror Colors Chrome Details Wheels Interior Colours *Options Packages are Available

Address Consumer Mega Trends

Customization Tailored Customer Experience Premium Services

MINI Cooper 2010 Ad Campaign

“It is enjoyable to see an advertisement creatively utilize its environment.”

SWOT Analysis STRENGTH Strong historical brand image Well Recognized Worldwide Stylish and trendy High technology and performance Car dealer maintenance WEAKNESS Luxury brand vs performance brand Perceived High Cost Critics feedback - interior materials Critics feedback - RPM

OPPORTUNITIES Expand the range of models Lobbing Enhance the performance Strong promotion campaign CSR development THREATS Fuel price increase New strong competitors Tax increase Decline in car popularity (new types of transport)

MINI Cooper 2010 Ad Campaign

“It is enjoyable to see an advertisement creatively utilize its environment.”

Now

Let’s Motor

APPENDIX Sigma research found was the ‘I’ve made it’ attitude of the BMW driver, what they called the ‘social climbers’ was now changing to a more family friendly group. 4 segments going forward and BMW reacted to the new segments by introducing a car to match 3 of them: “Upper liberals,” includes socially conscious, open-minded professionals often with families who were successful in the 90s. They were predominantly Volvos, Saabs and SUVs drivers What did BMW do? For upper liberals, BMW added the X5. This is a SUV that the company prefers to call a “sports activity vehicle,” in a bid to appeal to this group’s active lifestyle.

“Post-moderns” are high-earning innovators like architects, entrepreneurs and artists. They are highly individualistic and gravitate toward head-turners like convertibles and roadsters.

“Upper conservative” are wealthy, traditional thinkers. They’ve never been that interested in driving sporty cars like BMWs, and consider luxury and comfort over driving performance. They would normally purchase the Mercedes S-class and Jaguars as they strive for elegance and sophistication. What did BMW do? BMW-developed the Rolls Royce, Phantom, which sells for about $325,000, and is intended for the very wealthiest upper conservatives.

“Modern mainstream.” These are family-oriented and active and normally purchase the near-premium brands like Honda or Volkswagen: BMWs were considered too expensive for them. But increasing numbers of them are looking to move up above the middle class and are open to luxury-brand cars.

October 2011 MINI brand: New sales record With a total of 234,175 vehicles sold (+8.1%; prev. yr. 216,538) Models MINI Countryman (14,337 units) MINI Hatch (+3.9% to 155,841) MINI Convertible (+15.5% to 32,680) Sales improved in virtually all markets. Larget markets (2010) U.S. 45,644 units U.K. 44,514 units) Germany 31,472 units

New Models Mini Coupe Mini SAV