Bayerische Motoren Werke Bmw

Bayerische Motoren Werke BMW BMW’S ‘company of ideas’ campaign: Targeting the ‘creative class’ Presented by Sandip Bhowal 08M099

BMW History : Founded in 1913

1981 1916 1962 BMW becomes the first RMW (Rapp Motoren The 1500 model European carmaker to 1928 Werke ) is founded as establishes the trend for establish a subsidiary in The first BMW an aircraft-engine the "new class" of sporty Japan. automobile, the Dixi 3/15, factory in Munich. In compact touring cars. is developed in Munich. 1917, Changed to 1977 1989 1955 BMW. In the year the Iron The BMW 503 and 507 BMW introduces the 1923 Curtain fell, BMW sports cars are today’s first 7 Series car. The The first BMW motorcycle 733i sets new standards has another first by 'golden oldies'. leaves the Munich in technology, design producing half a production site. and equipment. million cars.

BMW BMW associated with two words: ‘driving’ and ‘performance’ Taglines: ‘The ultimate driving machine’ ‘Sheer driving pleasure’ ‘Joy in driving’

BMW – Problems

Understand the rationale behind the "company of ideas" advertising campaign of BMW of North America LLC. Understand the marketing communication strategies adopted by a car manufacturer when targeting a new customer segment. Understand the issues and challenges faced by a strong and well-defined brand in changing its brand image/positioning. 75% of luxury car buyers in us did not consider BMW at the time of purchase

BMW – Campaign strategy  This campaign is simple. It has one message, Other car companies are too old, stodgy and fat to create anything resembling a new idea. BMW is new, fresh and full of new ideas.  The ad campaign was unveiled through various media such as newspapers, magazines, television, cable network, outdoor billboards and the Internet.

BMW – “Company of Ideas” campaign • The majority of the new BMW ads were all-text pieces, which describes its passion and inspiration. • They have tried to communicate the people, that how BMW gets to be an ultimate driving machine. • All of these ads concluded with a shot of the award winning plant in Leipzing, Germany, which highlighted the BMW’s philosophy of “Inspiration and Innovation”

BMW – Criticism

The case highlights the rationale behind the company's new advertising campaign and the initial reactions it received from analysts, marketing experts, and consumers.

BMW – Conclusion  There have not to loosing their soul by expanding their business  They have to expand their operations globally.  They have to educating the customers to know about the products.  So they can target remaining 75% of luxury car buyers  Due to over expansion of business every one can recognize the brand their advertising campaign will be successful.