The Ultimate Driving MachineBMW

The company was founded as an aircraft engine manufacturer

How did I became such a great success?

Why people buy a BMW?

Market Segmentation

BMW segments its market on demographic basis.

B A S I S O F S E G M E N TAT I O N :• Income • Lifestyle • Standard • Attitude • Success

BMW targets people who want a car to speak of their success as brand itself stands for prestige and

achievement.

What does BMW do well to market to each segment group?

Believes in tailoring

models time to time according to change in

market requirements.

Emphasis performance over Luxury.

Provides its consumers exceptional

performance and Luxury

Where could it improve it’s marketing strategy?

Campaigns where its existing consumers can share their wild experiences.

Sponsoring Racing Events and extending more in this sector.

Extending markets to other countries as well.

Should BMW ever change its tagline, “The Ultimate Driving Machine”?

Every automobile produced by BMW justifies this tagline.

Changing the tagline will in some sense mean betraying the loyalty that this brand have for its existing consumers.

It is old and awesome and reflects he essence of ultimate luxury, exceptional performance and comfort.

Summary

Created by Mehul Kamra, IIT Delhi,

during a Marketing Internship by Prof.

Sameer Mathur, IIM Lucknow.

D I S C L A I M E R