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    Launching The BMW Z3 Roadster: Group Members

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    gunjanbihani
    The document discusses BMW's launch of the Z3 roadster in the United States. Key points include: 1) BMW opened a $600 million factory in South Carolina to produce the Z3 at a rate of 250-300 cars per day, with the goal of filling factory capacity and stimulating its dealer network. 2) BMW employed non-traditional marketing tactics to promote the Z3, such as product placement in movies and TV shows as well as partnerships with celebrities, to attract younger buyers and rejuvenate the brand image. 3) The launch was timed to coincide with the release of the movie that featured the Z3, and BMW tracked various metrics that showed the non-traditional

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    Launching The BMW Z3 Roadster: Group Members

    Uploaded by

    gunjanbihani
    200 views4 pages
    The document discusses BMW's launch of the Z3 roadster in the United States. Key points include: 1) BMW opened a $600 million factory in South Carolina to produce the Z3 at a rate of 250-300 cars per day, with the goal of filling factory capacity and stimulating its dealer network. 2) BMW employed non-traditional marketing tactics to promote the Z3, such as product placement in movies and TV shows as well as partnerships with celebrities, to attract younger buyers and rejuvenate the brand image. 3) The launch was timed to coincide with the release of the movie that featured the Z3, and BMW tracked various metrics that showed the non-traditional

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    The document discusses BMW's launch of the Z3 roadster in the United States. Key points include: 1) BMW opened a $600 million factory in South Carolina to produce the Z3 at a rate of 250-300 cars per day, with the goal of filling factory capacity and stimulating its dealer network. 2) BMW employed non-traditional marketing tactics to promote the Z3, such as product placement in movies and TV shows as well as partnerships with celebrities, to attract younger buyers and rejuvenate the brand image. 3) The launch was timed to coincide with the release of the movie that featured the Z3, and BMW tracked various metrics that showed the non-traditional

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    200 views4 pages

    Launching The BMW Z3 Roadster: Group Members

    Uploaded by

    gunjanbihani
    The document discusses BMW's launch of the Z3 roadster in the United States. Key points include: 1) BMW opened a $600 million factory in South Carolina to produce the Z3 at a rate of 250-300 cars per day, with the goal of filling factory capacity and stimulating its dealer network. 2) BMW employed non-traditional marketing tactics to promote the Z3, such as product placement in movies and TV shows as well as partnerships with celebrities, to attract younger buyers and rejuvenate the brand image. 3) The launch was timed to coincide with the release of the movie that featured the Z3, and BMW tracked various metrics that showed the non-traditional

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    GROUP MEMBERS

    Avishek SenGupta
    Gunjan Bihani
    Prosenjit Roy

    LAUNCHING THE BMW Z3 ROADSTER


    BMW

     2 seater
     Convertible
     $28,750
     Sporty Car

    BMW USA

     Brand Image-German Brand


     “Made in Germany”-Made by BMW
     Bavarian Mystique-culture icon of the American experience
     Precision Engineering –Fun to Drive

    US Factory

     Sparta burg-South Carolina


     $600 Million
     250-300 cars/days
     100,000 cars/day
     Luxury Segment
     Ambitious Target

    Strategic significant of Z3 brand launched

     To fill capacity in factory


     To motivate & Stimulate dealer network to meet higher standard
     To expand the consumer base-younger people
     Rejuvenate the brand image
     Non Traditional marketing (NT marketing)
    Timing of the launched

     Co launched with the movie


     Leg upon forthcoming Mercedes introduction
     Fits well with other BMW brand planned event
     Factory ready to produce to 8 cars
     German manufacturing skepticism

    Challenge

     6 Months gap [ Movie Nov 17th]


     NT marketing
     Demand
     US consumer

    Traditional Non Traditional

     Tried & Tested  Impact on economy


     Demographic segments  Psychographic segmentation
     Limited in scope  Huge variety
     High control  Control is limited
     Measurement ROI  Cannot measure ROI
     Expensive  Less expensive
     No entertainment  Entertainment

    Target Market
     GEN X
     Nostalgic Baby Boomer
     Aspiration for younger generation
     “Enjoy life”;”Individuality”

    US Market

     Senior Citizen >65 years


     Baby Boomers 50-65 years
     GEN X 30-50 years
     GEN Y 20-30 years
     Millenaries <20years

    NT Marketing

    Tools Objective Results


    1.Neiman Marcus(Retailer)  BUZZ  6000 orders
    Christmas catalog  20 units over three and  100 orders in first 2 days
    half marks
    2.Internet site  Awareness  Hit rates on tripled 35k
     Film segment  Internet to 125k hits/day
     Build your own Roadster  customization  Apple
    3.Press launch in Central park  Media Buzz  200 media raps
     Product unveiled to  Z3 in press
    public  Cartoons in newspapers
    4.Jay Leno  Buzz  Very unpredictable
     Audience  Good result
    5.Radio DJ program 25 radio  New segments rising  Brand in conservation
    stations in 13 major cities  3 times WOM
     6000 spots from the
    event from 3800
    promised
    6.”GO:An American Road story” Ferber & aunt in across- country  Savannah
    road trip  Video distributed
    through1-800 lines

    7.”today”show  Brand Buzz  Al Rocker endorsed


     Test drive
    8.TV & print ads  Reinforce more 15% of reviews Ad recall 53%
    association higher than “Merc”Recall
    9.Movie placement 5000 orders by 1995 9000 orders
    10.Dealer Advertising & Dealer co-operation  Local publicity
    Promotion 345 dealers,only150  Dealer tariff by 300%
    cars for delivery

    Product Placement

    Positive Negative
     Cost effective $40,000 average  Movie bombs
     Hollywood alliance  Brand dilution
     Diverse viewers  Clutter with other brands
    Young people  Lack of “fit” between movie & brand
    Exposure  Nobody wants to pay to sell a commercial
    stands in face
    Visibility
    Private screening
    Cocktail receptions “007” licensed to kill hits
    Multimedia Videos
    007 license plates

    TV Lifestyle Business Auto


    Seinfield -Traveler BW Car & Drivers
    -ER -Vanity Fair FORBES Auto week
    FORTUNE Auto world

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