“B.M.W”

Bayerische Motoren Werke AG

Type Aktiengesellschaft

Founded 1916

Headquarters Munich, Germany

Key peopleDr. Norbert Reithofer, Chairman and

CEO

Industry Automotive

ProductsAutomobiles

Motorcycles

Revenue €49 billion (2006)

Employees 107,079 (2007)

SubsidiariesMINI

Rolls-Royce

Slogan

DE: Freude am Fahren

US: The Ultimate Driving Machine

Global: Sheer Driving Pleasure

Website www.bmw.com

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Table of Contents“B.M.W”-------------------------------------------------------------------------------------------------------------- 0 -

TABLE OF CONTENTS-------------------------------------------------------------------------------------------- 2 -

EXECUTIVE SUMMARY:----------------------------------------------------------------------------------------- 3 -

About Dewan group:-------------------------------------------------------------------------------------------- 4 -DEWAN FAROOQUE MOTORS LIMITED:---------------------------------------------------------------- 4 -MISSION STATEMENT:--------------------------------------------------------------------------------------- 4 -

SITUATION ANALYSIS:------------------------------------------------------------------------------------------- 4 -

THE ADVERTISING PROBLEM:-------------------------------------------------------------------------------------- 5 -

WEAKNESSES:-------------------------------------------------------------------------------------------------- 5 -THREATS--------------------------------------------------------------------------------------------------------- 5 -

ADVERTISING OPPORTUNITIES:------------------------------------------------------------------------------------ 5 -

OPPORTUNITIES:---------------------------------------------------------------------------------------------- 5 -STRENTHS:------------------------------------------------------------------------------------------------------ 6 -

KEY PLANNING DECISIONS:----------------------------------------------------------------------------------- 6 -

ADVERTISING OBJECTIVES:----------------------------------------------------------------------------------------- 6 -

TARGET AUDIENCE:------------------------------------------------------------------------------------------------- 6 -

PRODUCT FEATURES & COMPETITIVE ADVANTAGE:------------------------------------------------------------ 8 -

PRODUCT IMAGE AND PERSONALITY:--------------------------------------------------------------------------- 10 -

PRODUCTION POSITION:------------------------------------------------------------------------------------------- 11 -

IMPLEMENTATION TACTICS:------------------------------------------------------------------------------- 12 -

EVALUATION:------------------------------------------------------------------------------------------------------ 13 -

BUDGET:------------------------------------------------------------------------------------------------------------- 13 -

THE CREATIVE STRATEGY:---------------------------------------------------------------------------------- 14 -

THE MEDIA STRATEGY:--------------------------------------------------------------------------------------- 15 -

OTHER COMMUNICATION TOOLS:------------------------------------------------------------------------ 17 -

SALES PROMOTION:------------------------------------------------------------------------------------------------ 17 -

PUBLIC RELATIONS:----------------------------------------------------------------------------------------------- 17 -

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DIRECT MARKETING:---------------------------------------------------------------------------------------------- 17 -

Personal Selling:--------------------------------------------------------------------------------------------------- 18 -

Executive summary:-

BMW (Bayerische Motoren Werke Aktiengesellschaft) was founded in 1916 and has been publicly traded since 1969. The company produces, and markets, a varied range of higher end sporty cars and motorcycles. BMW has also manufactured the first passenger car running on hydrogen ready for common use, although the production figures are limited by the lack of a respective filling station net. In addition to cars and motorcycles, BMW operates an aircraft engine division under the brand name of Rolls Royce.

The company has worldwide subsidiaries and manufacturing plants in Germany, Austria, the UK, the USA, Mexico, Brazil, South Africa, Egypt, Thailand, Malaysia, Indonesia, the Philippines and Vietnam. The company also operates its own financing company, which offers financing for vehicles. As the trend of purchasing of new vehicles is constantly increasing in Pakistan & people attention towards buying high performance cars that has long time service & high performance is increasing continuously. There are a number of competitors still that are yet to be faced. BMW will present high performance to its consumers in terms of driving & pure sheer driving experience that they will remember for the rest of their life.

BMW is to be found as a high performance & luxury car that will attract a niche & an executive class target audience towards it. The main focus in our advertising will be to place BMW as a far luxurious & high performing car, which provides a pleasurable driving experience and high performance all together. To inspire & encourage people towards BMW the advertisement will be displayed in posh and niche market segments where we can get maximum reaction from the target audience. The purpose of BMW ad will also

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be to increase market awareness & establishing a new brand image in the eyes of people who belong to corporate or executive class & have a high buying power.

To attain the utmost retort, the ad will be displayed in leading high class print media & broadcast media, In order to break in the message to the target market.

About Dewan group:-

DEWAN FAROOQUE MOTORS LIMITED:

Dewan Farooque Motors Limited (DFML) was established in 1998 with the signing of Technical Licensing Agreement (TLA) with Hyundai Motor Company of South Korea for the distribution and progressive manufacture of Hyundai vehicles, their spare parts and accessories in Pakistan. Hyundai is the largest business group of South Korea and contributes 25% to the GDP of South Korea.

DFML is an important addition in the family of Dewan Mushtaq Group (DMG). It is fully owned by the group and local Pakistani investors showing the commitment of DMG with the people of Pakistan. The company is also listed on all the stock exchanges of Pakistan.

DFML is committed to offer cost competitive products offering superior value for money in a market that is dominated by relatively expensive Japanese products of outdated design and technology.

MISSION STATEMENT:The mission of Dewan Mushtaq Group is to be the finest Organization, and to conduct business responsibly in a straightforward way. Our basic aim is to benefit the customers, employees and shareholders, and to fulfill our commitments to the society. Our hallmark is honesty, initiative and teamwork of our people, and our ability to respond effectively to change on all aspects of life including technology, culture and environment. We will create a work environment, which motivates, recognizes, and rewards achievements at all levels of the organization, because “IN ALLAH WE TRUST & IN PEOPLE WE BELIEVE”We will always conduct ourselves with integrity and strive to be the best.

Situation analysis:-

BMW, an abbreviation for Bavarian Motor Works, is a multi-national company that produces high quality cars and motorcycles. BMW was founded in Germany, and has expanded into new markets worldwide in a number of countries such as South Korea, the USA and the UK. The BMW name is synonymous with luxury, craftsmanship, and all round excellence.

The automobile segment is the largest developing sector in the world trade. It is the major driver of economic growth and business activities, offering exceptionally good sales opportunities. The total number

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of vehicles in Pakistan is over 4.9 million units. The annual sales demand is estimated at 300,000 units. This gives an advantage to overseas automobile companies to invest in such market. The local government also encourages international brands to open their franchises here, offering a promising market for vehicles & accessories with good sales opportunity to BMW to launch in such market. However it has to face a number of other brands already existing in country.

The Advertising problem:-However there are a number of considerable Threats and weakness that must analyze in order for the successful launch of BMW in Pakistan.

WEAKNESSES:

Underdeveloped infrastructure of roads. Low wage economy. Poor transportation infrastructure. Lack of brand awareness. High cost of financing & leasing. Too many regulatory & taxing.

THREATS New entrants of international brands in the market. Price. Rising fuel costs. local auto industry lack of proper servicing. Attitude to traditional values

Advertising Opportunities:-

A model like BMW can make advertising decisions tougher by bringing out into the open. For example, BMW has an enviably small — yet sensible — advertising budget because of two relatively obscure factors: its small number of models in production and its distinctive and long-lasting brand identity. The strength of its brand has given it a small but loyal market base, and its advertising message has been consistent over time. The “Ultimate Driving Machine’’ slogan has appeared constantly since it was conceived in the mid-1970s. BMW has consistently spent less on advertising than the industry at large, because advertising isn’t needed to maintain its market share.

OPPORTUNITIES: Development of automotive sector Increase of some new brands.

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Expansion of existing business sector the potential for buying luxury goods especially among young people Market open up to imports. High growth & demand in market.

STRENTHS: Good industrial relations Strong brand name representing quality & reliability. Symbol of executive class. Strategic location of County Highly educated people. Vibrant business community. Strong local social conscience and value systems A willingness among organisations and agencies to foster co ordination and co operation. Good entrepreneurial skill

Key Planning Decisions:-

Advertising objectives:-

In order to deliver BMW advertising messages of outstanding quality, BMW decided to come up with a unique way of reaching its target audience. BMW makes cars that are a cut above what is produced by the mass manufacturers like the Japanese Toyota, and Nissan, the Italian Fiat, the French Peugeot, the American Ford. But it is really questionable that is its advertisement possible in Pakistan or not, since it has to fetch a new place in the minds of the consumers here & it had to develop its target market.

The first & primary object of BMW ad is to create awareness of its brand. In addition to coming up with a unique advertising campaign, BMW also wants to change their image in the mind of consumers here. One of the goal of BMW advertisement is to make BMW look, not only cool, but likeable, which the brand needs. The ad main focus is to create awareness and enlighten people of BMW brand exclusivity that it holds. Also to put in the picture to the people the performance they will be achieving from its usage. The ad objective is to increase brand loyalty & sales.

Target audience:-

A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience. It’s hard to believe, but after all these years there are still a great many consumers, specifically luxury-car buyers, who associate BMW with the yuppie phenomenon of

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the 1980s. This ad campaign was launched in US, made a successful outcome in there but here the picture is entirely different

In Pakistan after 9/11 there has been an immense increase in economy of Pakistan. A lot of foreign aids & international community interest in Pakistan has developed. Pakistan is now competition with other global economy around the world. This has made a huge Impact on the lives of people living here. Since the increase in economy many of finest & high class organizations has established there offices here. These people prefer excellence in demand. For them price is not an important factor to be considered. These are the people that make up the target market of BMW in Pakistan. Consumer today does not negotiate on price but on the quality & satisfaction that they are getting from that product. Style & performance all go together.

People tend to buy those products that does not only satisfy there needs but give them an aspect of their self actualization need. In order to find the target audience in Pakistan, BMW has to work hard to accomplish that. Since Pakistani automotive market is highly infiltrated by local & some international brands, therefore to attain target market will a little bit difficult. However BMW can target only the niche audience of the market. Consumers can be grouped into two broad segments of unequal size. Business organization consumers & personal use consumers. The smaller business/organization segment includes industrial, reseller, Government and not-for-profit consumer markets. The larger personal use consumer market includes several million individuals. Although many marketers direct their offers toward a mass market, most group consumers into segments then target the segments with the greatest purchase potential.

The major competitive rivals it can face in Pakistan are Toyota, Honda, Mercedes and Range Rover. Since this motor brands are already in Pakistan therefore it will be hard to find target market audience share in Pakistan. However BMW can satisfy new segments of consumers who will pay premium price for differentiated features and styles.

Keeping all the aspects in minds we can assume that the target market of BMW will not be whole of the automobile market in Pakistan but only niche segments of the market who have

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superfluous money or people who are belonging to executive or high class. Theses people are the one who have strong buying power have the tendency to pay marginal if they want to achieve there satisfaction. Following are some attribute of the target market that will be followed by BMW Pakistan.

Consumers having located in high class market segments. International banks. Consumers belong to high government organizations. Consumers living in high-class areas. International organizations working in Pakistan. Foreign diplomats of embassies & consulates. Business community. Fashion designers. Multinational organizations executives.

Product features & Competitive advantage:-

As far is competition is concerned there are already a lot of automobile manufacture local & international that are present here. But still BMW carries a lot of differential factors which makes it outclass from other. BMW definitely have a extra advantage as far as quality & performance is concerned. After government easing in some import duty matter however a lot of brands have emerged & considerably a lot of new franchises has been established by some international brands. BMW still has what it takes to be much more superior then other brands. BMW not only carries quality but it also includes an executive class experience in its driving pleasure.

A brief analysis of market has shown up results that, since our target market is niche segment. Therefore the results are as follow.

Competitive Product Analysis

FeaturesImportance

to Prospect

Product Performance

BMW HondaMercedes

BenzToyota

Price.

Quality.

Product variety.

Durability.

Driving.

Economical

Availability.

Interior.

5

5

4

3

2

3

4

1

-

√

X

√

√

√

√

√

-

X

√

X

√

√

√

X

-

√

√

X

√

√

√

X

-

√

X

√

√

√

X

√

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1 = of high importance 2 = of low importance 3 = of average importance4 = of good importance 5= of lowest importance

Comparison

Factors:

BMW TOYOTA Honda MErcedez-Benz

Horse power

Engine

Handling

Fuel economy

Safety

Interior

Anti theft & locks

438

6L

High quality

√

very safe

high

√

268

3.5L

good quality

√

moderate

good

√

244

3 L

good quality

√

good

good

√

268

3.5 L

High quality

√

high

high

√

BMW might say that its competitive advantage resides in its internal processes for designing unique automobiles. Indeed, there has been a “BMW-ness” to its designs that other companies’ processes have not successfully replicated. The process of designing a new automobile is fixed-cost intensive and historically has entailed extensive interaction and collaboration among large groups of engineers. However, in order to reduce costs and improve its ability to design safe automobiles, BMW recently has created a system that enables its engineers to use computer simulations to crash-test the cars they design—before physical models are built.

The simulations enable BMW’s engineers to observe the crashes carefully and to improve designs, a wonderful system. But a capability that formerly resided in the interaction among the company’s engineers is now embodied in algorithms, which not only flatten the scale

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economics associated with product design, but could make BMW’s core competence more broadly available. In general, scientific progress that results in deeper, more fundamental understanding transforms into explicit, codified, and replicable knowledge many things that once were accomplished only through proprietary problem-solving routines.

Product image and personality:-

The majority of BMW’s success is attributed to the development of a consistent marketing policy, the 'market niche' strategy. Societal values are changing rapidly. Society will increasingly take its cue from Generation X'ers and dot-comers rather than the baby boomers who have dominated its thinking for most of four decades. Associated with that demographic shift will be a return to the appreciation of self-reliance and cooperation. Self-reliance because the traditional safety platforms such as Social Security and pensions will no longer exist, and cooperation because it involves group action that, in turn, is the optimal strategy for the use of scarce resources.

Family issues such as long-term health care, day care, and finace will remain dominant issues up until the end of the decade. Generation X and dot-com will have major effects in the future. Members of the dot-com generation, now entering their 20s, are proving to be even more business-oriented.

On the face of it this looks to be a reasonably safe venture. It makes perfectly good sense to own a smaller car in view of the rising fuel costs. Its image, appeal and halo have included its size as well. As BMW is not only a car with a good personality but it also delivers performance with itself.

BMW has been trumpeting for decades about how wonderful its cars are to drive. The behind-the-wheel experience in the 530d is undoubtedly a memorable one. The ride is a little too thumpy for a luxury cruiser, but the car doesn't carry its own weight with quite the grace you would expect of a sports saloon. It also provides enormous amounts of grip. BMW's is a car is in fact both a luxury cruiser and a sports saloon.

It carries a symbol of executive & pure quality assured. As executive people are termed as high class & highly educated people that strive for excellence & greatness, same way is with BMW it’s not like other car. It delivers high quality of driving pleasure & high security for family. It

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will be perceived as a high performance & dream car in people of Pakistan here. By seeing the following picture one can easily evaluate the personality that BMW carries.

It carries recognition and status, which people want to be seen important or liked. It shows power, which people need to be powerful. It shows freedom. It has got a fun sense of adventure.

Production position:-

For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it. BMW created a highly coveted brand franchise by successfully cultivating an extremely loyal following of luxury-performance automobile consumers, especially in the face of stiff competition from Germany and Japan. Looking across the global automotive industry landscape, the premium automobile manufacturer from Munich has the most to lose, should the integrity of its brand begin to falter. While developing innovative brands and designs can satisfy new segments of consumers who will pay premium dollars for differentiated features and styles.

Even without many brands still available in Pakistan BMW still has a greater & far more superior advantage over other car manufacture and seller in Pakistan. BMW carries a strong message in its advertising. In order to position such brand in Pakistan a vast number of assessments have to be undertaken to achieve its target position in Pakistan. BMW succeeded in differentiating its product line to address the growing needs of its target audience.

BMW has maintained its leadership brand position for many decades. Its success is the result of a consistent strategy created and implemented by Interbrand that is oriented towards meeting the needs of customers and an informed public. The resulting brand personality has helped redefine the company’s positioning from a manufacturer of cars to a provider of individual mobility with which customers identify.

While this move may facilitate some marketing synergies and unite today’s broader product lineup under a more accessible brand, it seems to dilute the power of the Ultimate Driving Machine associated with BMW’s core sedan offerings. It’s always interesting to see a tried and true brand change course. At the end of the day, while the designers and marketers tweak the Machine, hopefully they’ll continue to steer the Ultimate Driving brand down a road that’s true to its heritage.

The image of BMW in Pakistan is absolute clear, as its brand name clearly states exclusiveness & pure performance only a small effort is needed to position this product in the minds of consumer here in Pakistan. Although such global brand are denoted as high-class & corporate executive symbols. BMW will be positioned here in Pakistan as a car that not only provides status but performance & pure sheer driving to its target consumers. Especially business class executive love such types of class that have high durability & performance.

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We can position this brand in Pakistan as such outstanding proclamations which can be;

“Sheer driving pleasure”

“Ultimate driving machine”

“The power to free yourself”

“Chosen”

“It’s only a car”

Implementation Tactics:-

From strategy, to research, to design, to a comprehensive global implementation, there are four unwavering values that define the BMW brand, and which have been central to its success: dynamism, aesthetics, exclusivity and innovation. These values are consistently communicated across four inter-related contexts: corporate communications, corporate design, corporate structure and corporate behavior. In all contexts, the image platform is applied to the entire spectrum of dealer and customer materials, collateral, showroom interior design, tradeshow environments and manufacturing facilities.

BMW’s values are relevant and differentiated to consumers in all parts of the world. Interbrand has been helping BMW establish and solidify its leadership brand position for 25 years. In order for its implementation, a continuous supervision on execution of this plan top class advertisement company & media vendors will be hire to promote this brand in the automobile industry of Pakistan. All the management needs to focus on this assignment as it is a really costly assignment, its mismanagement will cost the organization a big loss.

The focus on target market & brand awareness will be stressed throughout the plan. Best entrepreneur will be hire to make sure there brand will make its impact on the target audience & the target message delivered. The advertisement will be aired on right time, on the right place, to the right audience. Close market information will be gathered in order for the successful launch

for this brand. Only limited channels will be selected for its distribution & advertisement. Timely execution of necessary plans will be implemented. Cross hurdles & inappropriate interferences will be avoided. One more tactic that can be used in order for better product positioning & advertising is by analyzing the time of year in which people buy car the most or less. In case of Pakistan people love to buy car in new years, or some

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people wait for budget in order to get the future forecast of duties & taxes. These factors can help considerably hard in implementing target goals.

Evaluation:-

Since BMW is totally new in Pakistan regarding automobile seller. Its need a extensive research of the market in which is about to launch its product. Careful analysis of market trends & dynamics must been seen in order to make a positive impact on the market, which could help in deciding that will advertising will create desired results or not. Evaluation could be done by analyzing sale of international brands here. Analysis of consumer buying behavior can help company figure out what question do people have in there mind before buying a new car for themselves. This type of study can help the company evaluate the result of the advertisement that will impact there target audience.

Budget:-

In order to launch a successful advertisement budget is the one thing that comes in mind in order to create a perfect advertisement that can cost little & impact larger. But since it is a new brand, a large number of revenue will be used by BMW to launch its advertisement campaign in Pakistan. Each segment will be allocated with different amount for its implementation. In order to project the budget for the next year (2008), the budget will be prepared according to the intensity & events that will or might take place during that year

Budget Allocation Schedule

Activity Jan-Mar (Rs) Apr-Jun (Rs)Jul-Sept

(Rs)Oct-Dec (Rs)

Year (Rs)

Advertisement: through billboards.

Poll size banners.

Posters in stores

Newspaper(Dawn)

Advertising:

1,000,000(many

billboards)

2,000,000(plenty of banners)

200,000(most famous

places)

1,000,0004 times/week

500,00(few billboards)

1,000,000(at main routes)

0

500,0002 times/week

200,000(few

billboards)

0

100,000(at lesser places)

0

200,000(few billboards)

500,000(at very few

places)

0

1,000,0004 times/week

1,900,000

3,500,000

300,000

2,500,000

13

(broadcast media)1. Geo network

2. Hum TV

1,000,000(high share of

voice)

700,000

200,000(much lower

0

600,000(slightly low

share of voice)

300,000(1 hour)

700,000

500,000(30 min)

2,500,000

1,500,000

Total 5,900,000 2,2000,000 1,200,000 2,900,000 12,200,000

The creative strategy:-

When we are talking about creativity in advertisement we mean that in how much time we can get our message across. If the target audience is only going to be exposed to the ad for a couple of seconds, then creativity will need to get the message across instantly. There is no point in posing a question if the audience won’t be around to see the answer.Strong creative can actively boost the amount of attractions in an ad. It can include rich media formats, good color schemes, smoothness, & are closed as soon as they are delivered.

Getting the audience to take the time to interact, or simply pay attention to the ad, is largely dependant on the quality of your creativity of the ad. The main appeal of a creative advertisement is to get the right people in a more meaningful way. In international countries the ad of BMW carried ad outmost pulling or stopping power that carried the audience towards it self. Here in Pakistan the creativity can be created by analyzing the enviromentr in which the it exists. Since Pakistan is running towards a boosting economy there international establishment in the country is increasing which means that a lot of multinational companies, firms, banks & organizations are setting up here. Creating & building awareness of exclusiveness & corporate culture. Therefore building a creative advertisement cannot be hard.

Since BMW targets only niche & corporate segments of target market therefore the creative strategy that BMW can use can be like this.

“A handsome young man that looks smart, sexy, beautiful, wealthy, strong & adventurous comes to his car in the parking lot. Suddenly he is anticipated by a car lifter. The car lifter points his gun on the young man’s head & tells him to drive the car & then give him the car at the next point. The young driver adventurously smiles & drives the car very fast. The car lifter gets scared & shocked by the car performance & speed. He cowardly hands over the gun to the young man.” It the last of this advertisement the following message appears, “When you have power, it

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shows”. Hence such of creativity will definitely get the message of BMW through its target consumers. Such type of creativity shows heroism, power & performance that matches absolutely to the BMW class. Such types of ads are very attractive in consumers nowadays.

The Media Strategy:-

Planners and buyers will look for sites and placements that can most cost effectively deliver reach, frequency, and maximum BMW for the budget. In recent media has played an important role in Pakistan has taken strong roots in marketing & advertising of different products. In today era media has a great role in targeting different brands or products that were never seen or heard before. Pakistan currently has a variety of media station & platforms that are used by a number of advertising agencies nowadays.

Although creativity & media strategy go all together in one single goal, but still in medfia strategy our main concern would be to select & use a certain media that can effectively target our required target audience & can easily penetrate the message through. BMW would be using a variety of media mix strategies that can communicate the message with the target audience & can convene our objective professionally & efficiently.

Since for advertisement of BMW there are following available resources that can effectively target the audience.

Activity Jan-Mar Apr-Jun Jul-Sept Oct-DecAdvertisement through billboards.

Poll size banners.

Posters in stores

Newspaper(Dawn)

10 billboards in city

4 series in city of 10 polls each

5 stores

Monday, Thursday, Saturday, Sunday

5 billboards in city

2 series of 10 polls

0

Saturday and Sunday

2 billboards in city

0

3 stores

None

2 billboards in city

1 series

0

Mon, Thurs, Sat, Sun

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“Advertisement through broadcast Media”Channels Jan- Mar Apr-Jun Jul-Sept Oct-DecEvents:

Geo Network1. Geo TV (30 sec. promo)

2. Geo News 30-sec promo 5-sec clip

3. Geo Super (5-sec clip)

Hum TVTime check

Cricket: Pak Vs Aus

12 times b/w 7-10 pm

12 times b/w 1-5 pm20 times b/w 8-10

pm

8 times/ hour b/w match

every 15 min b/w 3-5 pm & 7-9 pm

Sri Lanka Vs NZ

7 times b/w 7-10 pm

6 times b/w 1-5 pm8 times b/w 8-10 pm

None

every hour b/w 3-5 pm & 7-9 pm

India Vs S Africa

2 times b/w 8-10 pm

None12 times b/w 7-10

pm

4 times/ hour b/w match

None

Eng Vs Aus

7 times b/w 7-10

pm

12 times b/w 1-5

pm20 times b/w 8-10

pm

8 times/ hour b/w

match

every 30 min b/w 3-5 pm & 7-

9 pm

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Other Communication Tools:-

Sales Promotion:-

Sales promotion offers an “extra incentive”to take action. It gives the product or service additional value & motivate consumers to repond towards it. Sales promotion is less expensive then advertising, as it speaks to current needs of consumers to receive more value from products. It can include best prices, price deals, speciality advertisement test drives. Their purpose is to pull the product through the consumer towars itself. In order to increase sales promotion for BMW, the ad must contain a little essence of sales objective in it also. No business survives without revenue. Every business needs considerable output to run the business.

Public Relations:-

Public relations are a management fuction that communicates to & with various publics to manage an organization image & reputation. BMW can use two PR programes that will be needful that are marketing public relations (MPR) & corporate public relatons. By using the following functu=ions effectively BMW can reach its target sales that will become more helpful after its advertisement.

Direct marketing:-Although some direct marketing efforts can also be made by BMW Pakistan. Through direct marketing BMW can receive a number of evaluation results of its advertisement

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from its consumers. This would be the job of BMW sales personals to accomplish this duty. As in Pakistan direct marketing in also in scope. Through direct marketing sales personals can easily reach its target consumers & complete their target goals.

Personal Selling:-

Personal selling can play an important part in sales. BMW entrepreneurs can use personal selling techniques to market & extend awareness of BMW in Pakistan. Personal selling can help enable BMW to reach its target sales goals. After advertisement placement it’s up to the personal selling efforts of an organization to make responsiveness of its product sensibly. BMW personal selling efforts will help it to capture the target market which is stimulated by its ad.

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