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BMW New
BMW New
Jaipuria Institute of
Management, Noida, Uttar
Pradesh.
BMW GROUP INDIA
A luxury cars manufacturer of cars and motocycles. BAYERISCHE MOTOREN
WERKE. A German multinational company founded in 1916. It consists of
traditional and functional luxury cars of which traditional luxury cars are produced
in US Manufacturer like Cadilac. The main focus is on customer wants and need
and there satisfaction. The parent company of BMW MINI& ROLLS ROYCE car
brands and founded by KARL FRIEDRICH RAPP in 1913. The Headquarter is in
Munich, Germany. After sometimes, the company was left by RAPP And
individually owned by FRANZ JOSEF industrialist in 1917 in AUSTRIA.
The company sells 11015 cars of BMW and Mini, the sale goes up by 13 percent as
compared to 9800 unit sold in 2017. With the robust performance of all the 3
brands, BMW, Mini & BMW Motorrad. The group BMW INDIA achieved highest
sales ever of 10405 units. The SAV Sports Activity Vehicle range with a strong
contribution up to 50 per cent from new series of BMW X3. BMW Motorrad India
created an intense demand among the customer for the ultimate robust
performance car in India.
A brand formed in 1917, with their famous blue and white colour symbol from
Bavarian Luftwaffe. BMW is famous for its sophisticated, sporty and luxurious
look, since 1970’s which creates different look with new technologies, ranging
from touring car to formula 1.
We would like to say congratulations to our BMW Shop Foreman , Roy "Tom"
Gramer on his Gold Level status 2017 Profiles In Achievement Award! Also,
congratulations to our BMW Sales Manager, Troy "TJ" Slivka , on his Bronze Level
status 2017 Profiles In Achievement Award.
SEGMENTATION
The BMW group are divided into three segments that includes Automobiles,
Motorcycles and The Financial Service segments. Automobile sector deals with
manufacture, assembly and development and sale of cars of BMW, Rolls Royce &
Mini. Also includes spare parts and accessories.
The BMW group operates with 22 production, 34 sales subsidiaries and R&D
NETWORK in the world market.
1) Demographic Segmentation:
Age- The company segments its product (Cars) which cater to different age
groups. From 20-30 years, from 30-40 years, from 40-50 years. As a person
aged 22 is more likely to prefer BMW 7 Series as compared to 5 Series, as 7
series is more sporty and flashy looking with robust performance and heavy
engine power with many more features.
Life stage and income- it mainly depends upon married life, family and career
stage. Income of a person majorly influence to buy their preference of car, no
matter how much it costs as the person is highly successful in his stage of life.
BMW serve with a view for person of there budget car. BMW serves with
different price tags for every individual.
3) Behavioural segmentation –
a) Based on Occasions – (regular/special) Buying of BMW series at the time of
any festivals specially Diwali and Holi, they get more discounted price for the
car and many other gift hampers and offers and lucky draws.
b) Usage – it depends on usage of a product. A person if previously have series
3 of BMW, have no issues to busy series 5 for his own satisfaction as he will
be use to of that car.
c) Benefit – if you want to compare BMW series 6 with series 3, surely you will
come to conclusion of buying series 6 because of robust performance,
quality speed techniques used while making. You will prefer 6 series instead
of series 3.
4) Geographical SEGMENTATION –
a) Based on country- BMW locates their dealership in middle class to
wealthy neighbourhood in a locality and suburb region. The
b)
Figure- Above image shows the different series segmentation of BMW.
TARGETING
The company evaluates the different segments and decides where and which
segments it can best serve as well as evaluate and select target segments for the s
ame companies, BMW being a luxury car manufacturer segments, has a typical
customer in the mid age 35 to 50year bandwidth, who are
having a taste for aspirational goods and enjoying his / her own social status, excel
ling in his / her profession.
BMW targets upper class social group buyers as they are the people for whom
BMW is going to be affordable and they will enjoy the masterpiece.
BMW has positioned itself as an icon of reliability, technologically advanced, high-
performance & exclusive automotive brand, the global leader.
POSITIONING
It depends upon customer talks, belief and interest for the product and its
features, values and tangible benefits. A good comparison between two
companies for its position in the market shows customer experience and evidence.
lots of strategies made by the company to manage the positioning of the product.
Here the product is BMW CAR.
BMW i8 STP
TESLA MODEL S
HONDA ACURA NSX
JAGUAR
AUDI R8
PORSCHE 918 SPYDER
THANK YOU