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    Launching The BMW Z3 Roadster

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    Atanu Mandal
    The document discusses BMW's launch of the Z3 Roadster in the 1990s. BMW sales needed attention in the late 80s and early 90s. Concept tests for the Z3 found interest across different age groups who valued uniqueness. BMW aimed to expand its market share in the US to 100,000 units annually by positioning the Z3 as part of American culture. They chose to produce the Z3 in Spartanburg, South Carolina to demonstrate commitment to the US market and gain cost advantages over production in Germany.

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    Launching The BMW Z3 Roadster

    Uploaded by

    Atanu Mandal
    320 views11 pages
    The document discusses BMW's launch of the Z3 Roadster in the 1990s. BMW sales needed attention in the late 80s and early 90s. Concept tests for the Z3 found interest across different age groups who valued uniqueness. BMW aimed to expand its market share in the US to 100,000 units annually by positioning the Z3 as part of American culture. They chose to produce the Z3 in Spartanburg, South Carolina to demonstrate commitment to the US market and gain cost advantages over production in Germany.

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    Launching the BMW Z3 Roadster

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    The document discusses BMW's launch of the Z3 Roadster in the 1990s. BMW sales needed attention in the late 80s and early 90s. Concept tests for the Z3 found interest across different age groups who valued uniqueness. BMW aimed to expand its market share in the US to 100,000 units annually by positioning the Z3 as part of American culture. They chose to produce the Z3 in Spartanburg, South Carolina to demonstrate commitment to the US market and gain cost advantages over production in Germany.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    320 views11 pages

    Launching The BMW Z3 Roadster

    Uploaded by

    Atanu Mandal
    The document discusses BMW's launch of the Z3 Roadster in the 1990s. BMW sales needed attention in the late 80s and early 90s. Concept tests for the Z3 found interest across different age groups who valued uniqueness. BMW aimed to expand its market share in the US to 100,000 units annually by positioning the Z3 as part of American culture. They chose to produce the Z3 in Spartanburg, South Carolina to demonstrate commitment to the US market and gain cost advantages over production in Germany.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 11

    Launching the BMW Z3 Roadster Presented by: Group 1

    2/23/2012

    BMW Group International


    Cars produced BMW, MINI and Rolls-Royce HQ in Munich, Germany. Operations in 150 countries Attractive 'four-cylinder' tower as main office building

    2/23/2012

    BMW Sales Needed Attention


    700 600 500 400 300 200 100 0 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 US Unit Sales(in thousands) Worldwide Unit Sales(in thousands)

    2/23/2012

    Z3 Concept Tests Were Conducted


    Revealed interest across life stage segments Image conscious Gen X Aspirational car for men and women in 40s Nostalgia for late baby boomers Identified commonalities across groups Lover of Life mindset Propensity to seek unique expressions of individuality

    2/23/2012

    Why Spartanburg?
    Displayed commitment to dealers and American people

    that BMW is here to stay Provided cost advantages

    High cost environment in Germany Cushion against monetary fluctuations


    However, also posed challenges To convince consumers that quality of cars produced in the USA would be no different from cars produced in Germany

    2/23/2012

    So What Did BMW Aim For?


    To expand the BMW franchise & market share Target of 100,000 annually in USA To rejuvenate the BMW brand by positioning the Z3

    squarely in American culture and settling into the hearts and minds of the American public To make BMW a global brand
    Transition from Made in Germany Made by BMW

    NT marketing and its benefits & risks


    It encompasses anything that is not TV, radio, standard print or direct advertising Benefits  Easy to grab consumers attention  High retention rate  Efficiency through word of mouth  Cost effective

    NT marketing and its benefits & risks


    Risks  Less control over a. Target audience b. Timing c. What is said  difficult to measure impact

    How does NT marketing work?


    Awareness / Visibility

    Awareness

    Word of mouth, Buzz

    Interest

    Excitement

    Desire/ preference
    Involvement / Infatuation Consumer Advocacy

    Purchase
    Purchase

    Traditional vs. NT marketing


    Elements Philosophy Process of Communication effects Competence required/ level of complexity/ Benefits Traditional marketing leverage on media used slow Good competence required/ Highly complex / easy to measure effectiveness high and cost can be calculated can be well targeted through mass media very easy High skill required NT marketing leverage on Buzz word fast relatively low competence required/ very low complexity/ cost effective comparatively low and cost can be easily forecasted depend on customer self selection not easy Low skill required

    Budgeting

    Target Market Evaluation of effectiveness Skills required

    Thank You

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