Launching the BMW Z3 Roadster
Launching the BMW Z3 RoadsterAbhi Kothari150103006Section CIssue
and ObjectivesTo use Z3 Roadster to motivate and stimulate the
dealer network to meet higher standards to qualify for the
roadsterTo build an order bank to enable the new Spartanburg plant
to build to the specifications of BMW customersExpansion of market
share and pushing sales of BMW in US marketTo portray BMW as a
global brand (Made in Germany to Made by BMW)
Sales historyPhase 1 Business StrategyReplaced Made in Germany
symbol with symbol of Quality saying Made by BMWRepositioning the
brand from Yuppie status symbol to quality oriented Ultimate
Driving MachineProvide Best in class model, with unique and
definitive positioning in marketplacePosition in such a way so as
to attain near 100,000 sales volume units in United States
Marketing ApproachDevelopment of cult product setting into the
hearts and minds of American PeopleDevise a marketing program that
would sustain product excitement which is genmerated through word
of mouth association until the product is available at dealer
storesImprovise an Integrated Marketing Concept to create the
buzzword
Strategy for the Z3 LaunchUse the 4 step customer emotional
purchase AIDA i.e. Awareness -> Interest -> Desire ->
Action
Measuring Success of Phase 1Huge opening of Bond movie gave a
great promotion to Z3 RoadsterProduct bookings were more than
expected (9000 as compared to 5000)Value of the message was
delivered to customers and traffic in dealership was upCost
efficiencies were achieved by utilizing non traditional
methodsshort term and long term benefitsAlthough there were clear
short term benefits but this can not be used for long term strategy
planningThe approach becomes traditional in long run because of
competitors might copy it and it becomes an industrial normThe
charm of first time usage of non traditional marketing platforms is
lost if it gets repeated
