Group No 5 Pgexp 2012 Bmw

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GROUP NO 5 PGEXP 2012-14 |

Bayerische Motoren

Werke (BMW)

COMMUNICATION MIX

FORNEWMODEL


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INTRODUCTION

The BMW Group

The BMW Group is one of the most successful manufacturers of automobiles and

motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global

company, the BMW Group operates 25 production and assembly facilities in 14

countries and has a global sales network in more than 140 countries.

During the financial year 2010, the BMW Group sold 1.46 million cars and more

than 110,000 motorcycles worldwide. The profit before tax for 2010 was euro 4.8

billion on revenues amounting to euro 60.5 billion. At 31 December 2010, the

BMW Group had a workforce of approximately 95,500 employees.

The success of the BMW Group has always been built on long-term thinking and

responsible action. The company has therefore established ecological and social

sustainability throughout the value chain, comprehensive product responsibility

and a clear commitment to conserving resources as an integral part of its

strategy. As a result of its efforts, the BMW Group has been ranked industry

leader in the Dow Jones Sustainability Indexes for the last seven years.

BMW: the most admired car brand in the world

BMW is one of the best-known brands in the world. The famous blue andwhite roundel symbol is clear proof that the owner is driving a prestige car(or motorbike). The symbol also identifies the brand as delivering the finest

design, technology, engineering and quality available in motoring today.BMW: Brand Essence

As per Helmut Panke, former BMW chairman: The BMW brands stand for a

promise of fascinating individual automobiles a promise we do and willkeep. Part of this pledge and key to the brand inside the company is:

Never build a boring BMW.

Twenty years ago, BMW expressed its core identity in the US and UK in theslogan BMW the ultimate driving machine. This is exactly how drivers of

the brand sum up their automotive experience to researchers. Globally, the

brand now positions itself with the pay-off: The Joy of Driving.BMW: Brand Identity

In 1928, BMW licensed the Austin Seven from the British car manufacturer,

which it renamed BMW 3/15. In 1933, the blue, white and black BMWspinning propeller roundel logo appeared on the grille and a six-cylinder

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model with the twin-kidney front grill was introduced a feature and pointof recognition for every BMW car on the road today.

BMW: Brand Experience

BMW believes strongly in the importance of product consistency.

A considerable part of BMWs success is attributable to its focus on the

design of both its products and its corporate and brand design. Chris

Bangle, Design Director, oversees 220 artists at BMW: We dont makeautomobiles as utilitarian machines that you use to get from point A to

point B. We make cars, moving works of art that express the drivers loveof quality.

The brand styling is carefully incorporated in the entire spectrum of dealer

and customer materials - collateral, showroom interior and exterior, designtradeshow environments and manufacturing facilities.

BMW: Brand Values

Quality, technology, performance and exclusivity are the BMW brands corevalues. Research and development are ascribed high priority within the

company, spending a far greater percentage of profits on R&D than anyother automobile maker. Its R&D centre in Munich employs 5,000 engineers

and designers. From this technological focus, BMW develops automobiles

with a highly individual character.

For BMW, performance is more than just the ability to accelerate quicklyand take corners at speed it is a balanced harmony between beautifully

designed and crafted working parts.

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BMW INDIABMW India is a 100% subsidiary of the BMW. Group headquartered

at Gurgaon near New Delhi in the National Capital Region. BMW India also has its

own manufacturing facility in Chennai.

OPERATION

Till date BMW Group has invested more than Rs 180 Crores in India. The wide

range of BMW activities in India include the establishment of a production plant

in Chennai, Tamil Nadu, parts warehouse in Mumbai and development of a dealer

organization across major metropolitan centers of the country.

The BMW Plant at Chennai produces among others, the BMW 3 Series, BMW 5

Series, BMW X1 in petrol and diesel variants and the BMW 7 series. The new BMW

X3 is also produced. The BMW Plant Chennai has the capacity to produce 11,000

units per year on a double shift basis.

EMPLOYEES

The total number of employees at BMW India is 1400. Up to 1200 jobs will becreated in the dealer and service network.

DEALERSHIPS

BMW India is the pioneer in bringing luxurious dealerships to India. BMW India

has set a decisive course by setting up BMW dealerships of internationalstandards across the country. BMW India has also set very high standards in

service quality and customer care.

By end of 2012, BMW India will aggressively expand its dealer network by

increasing the number of outlets to 40 across major metropolitan centers and

emerging markets in India (from the present 22 outlets).

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http://en.wikipedia.org/wiki/BMW_Grouphttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/National_Capital_Regionhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_X1http://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_Grouphttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/National_Capital_Regionhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_X1http://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_X3


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Currently, BMW India is present at 22 locations in the Indianmarket: Ahmedabad - Parsoli Motors, Bangalore - Navnit Motors, Bhubaneswar -

OSL Prestige, Kozhikode - Platino Classic,Chandigarh - Krishna

Automobiles, Chennai - KUN Exclusive, Coimbatore - KUN Exclusive, Delhi - Bird

Automotive, Deutsche Motoren, Goa - Bavaria Motors, Hyderabad - KUN

Exclusive, Indore - Infinity Cars, Jaipur - Sanghi Classic, Kochi - Platino

Classic, Kolkata - OSL Prestige, Ludhiana - Krishna Automobiles, Mumbai - Infinity

Cars, Navnit Motors, Nagpur - Munich Motors, Pune - Bavaria Motors, Raipur -

Munich Motors, Surat - Parsoli Motors.

MODELS

BMW India produces the following models at its factory in Chennai:

BMW 3 Series (BMW 320i, BMW 320d, BMW 320d Dynamic, BMW 320d Exclusive)

BMW 5 Series (BMW 523i, BMW 520d, BMW 525d, BMW 530d)

BMW X1 (BMW X1 sDrive18i, BMW X1 sDrive20d, BMW X1 sDrive20d Exclusive)

BMW X3 (X3 xDrive30d, X3 xDrive20d)

It imports the following CBU manufactured models in India:

BMW 3 Series (BMW 330d Convertible)BMW 5 Series (BMW 535i)

BMW 5 Series Gran Turismo

BMW 6 Series (BMW 650i Convertible, BMW 650i Coupe, BMW 640d Coupe)

BMW 7 Series (BMW 740Li, BMW 750Li, BMW 760Li, BMW 730Ld)

BMW X5 (BMW X5 xDrive50i, BMW X5 xDrive30d)

BMW X6 (BMW X6 xDrive50i, BMW X6 xDrive30d)

BMW X6#X6 M

BMW M3 (Coupe and Convertible)

BMW M5 (Sedan)

BMW M6 (Coupe and Convertible)

BMW Z4 (BMW Z4 sDrive35i)

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http://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kozhikodehttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Goahttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Kochihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Raipurhttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_X1http://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_5_Series_Gran_Turismohttp://en.wikipedia.org/wiki/BMW_6_Serieshttp://en.wikipedia.org/wiki/BMW_7_Serieshttp://en.wikipedia.org/wiki/BMW_X5http://en.wikipedia.org/wiki/BMW_X6http://en.wikipedia.org/wiki/BMW_X6#X6_Mhttp://en.wikipedia.org/wiki/BMW_M3http://en.wikipedia.org/wiki/BMW_M5http://en.wikipedia.org/wiki/BMW_M6http://en.wikipedia.org/wiki/BMW_Z4http://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kozhikodehttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Goahttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Kochihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Ludhianahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Raipurhttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_X1http://en.wikipedia.org/wiki/BMW_X3http://en.wikipedia.org/wiki/BMW_3_Serieshttp://en.wikipedia.org/wiki/BMW_5_Serieshttp://en.wikipedia.org/wiki/BMW_5_Series_Gran_Turismohttp://en.wikipedia.org/wiki/BMW_6_Serieshttp://en.wikipedia.org/wiki/BMW_7_Serieshttp://en.wikipedia.org/wiki/BMW_X5http://en.wikipedia.org/wiki/BMW_X6http://en.wikipedia.org/wiki/BMW_X6#X6_Mhttp://en.wikipedia.org/wiki/BMW_M3http://en.wikipedia.org/wiki/BMW_M5http://en.wikipedia.org/wiki/BMW_M6http://en.wikipedia.org/wiki/BMW_Z4


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BMW: COMMUNICATION MIX STRATEGY FOR NEW CAR IN

INDIANEW MODEL :- BMW X9

BMW is going to launch its least expensive name-plate -- the BMW X9, which

they consider an important part of their product strategy & a perfect car for the

Indian market since it is SUV (sport utility vehicle) style - has the groundclearance. Leading to building an brand image in this segment of car buyers &

capturing a larger market share

TARGET AUDIENCE

BMW has aimed at a target group that drives the future of the country. BMW isperceived as a dynamic, sporty, innovative and aesthetic brand, and hence they

have done well with a younger target group.

The average age of the BMW buyer in India is 40 years therefore now it istargeting younger group.

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OBJECTIVE To devise a integrated marketing communication plan that would sustain

product excitement which is generated through word of mouth BMW X9

Expansion of market share and pushing the sales of BMW in Indian market

Making BMW as a Global brand (Made in Germany to Made by BMW)

Eye Catching Approaches Replacement of Made in Germany symbol with symbol of quality saying

Made by BMW

Feel of nationality 100% made in INDIA

Increased interest of dealers by investing in facilities, equipment and

manpower

Business Strategy

Adjustment of model prices in light of new competition situation

Improvement of dealer network to bring consumer buying experience in

line with evolved expectations for service

Significant Improvements to product line : For e.g.: BMW will do minoradaptations for the Indian road and weather conditions. These include- ahigher suspension as ground clearance in India is low, and different intake

filters as the air in the country is more polluted

INTEGRATED MARKETING COMMUNICATIONS.NO INTEGRATED

MARKETING

COMMUNICATIONMix

Objective Relative weightage

1 MASSCOMMUNICATION

Innovative marketingactivities that will help to

Innovativemarketing

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get close to the customerare like:

Professional golf

tournaments

Wine tasting sessions

Events with fashiondesigners etc.

Advertisement

A perfect personality fit ASalman Khan movie forproduct placement would be

perfect opportunity to reinforceits brand image.

Press Launch

TV show

activity- 10%

Advertisement-5%

Press Launch-

5%

TV show &

Radio DJ

Program-5%

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Radio DJ Program

2 TARGETED

COMMUNICATION

We will launch its financing arm

in India to service the creditneeds of retail customers, fleet

owners and dealers. India is astrong financing market and 80

per cent of the cars that we

sell are financed. The financingoption plays a very crucial part

in the buying process furtherhelping in increased customer

satisfaction & relationship

leading to improved brand

20%

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experience.3 IN-STORECOMMUNICATION

There are a few things that

have helped BMW be different -

the product, marketing,dealership network as well as

the spirit of the people.

Instead of having a huge

advertising spend, BMW willdevelop more touch points

where people can have a

personal connect with thebrand. For example, if you walkinto a BMW dealership today,

you will see that the place is

sophisticated and you will betreated in a certain way.

30%

ONE-TO-ONE

COMMUNICATION

BMW does not have company

owned dealerships, but retail

partners. BMW states that- it iswrong to assume that acompany that is very strong in

design and manufacturing of

premium cars should also bethe best in selling those cars.

Selling a premium car requires

a good network. Hence, the

fundamental belief at BMW isto leave the selling to the retail

people who have a localconnect. BMW call them the

local heroes.

20%

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BMW Internet Site

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Documents

Group No 5 Pgexp 2012 Bmw