BMW Z3 is the initial BMW car which is getting manufactured in United states which has certainly not been a really big market [roughly around 16%] pertaining to BMW due to inability from the American client to relate with a international brand. Hence the sales and marketing procedure of THE CAR Z3 will lay the foundations of the future of THE CAR brand in America. Their phase I was a accomplishment, and they had two months between the launch plus the product availability to further ingrain their manufacturer image in the hearts from the Americans.
So how to strengthen their very own brand advertising campaign for the coming two months was their priority.
Brand sign is an important take into account the automobile sector as it is the brand name image that drives anybody to buy the car and describes the target market and therefore the income. This could be recognized from the previous: their switch in setting from “yuppie status to “Ultimate Driving a car Vehicle generated a 18% increase in sales in one year.
For AS BMW HYBRID Z3 company they planned to preserve all their reputation to get driving efficiency but reposition their cars as fashionable and entertaining to drive so that they settle into the minds and hearts in the American public and the automobile becomes a social icon.
Together with the plan of leveraging the excitement and enthusiasm of the customer base in a manner that it will bring maximum focus and interest to the manufacturer ” non-traditional marketing methods were selected. These strategies were more cost efficient as a result of psychographic segmentation and delivered to a larger base that has been the major purpose of AS BMW HYBRID. It was likewise different and unconventional that has been what AS BMW HYBRID wanted to affiliate with their unique brand.
All of their various marketing campaigns which included release of “Golden Eye, through which their car was presented as “Bond’s car, screening in the “Tonight Show, Central Park release event, a radio station DJ system, Neiman Marcus Catalog Present and the online video were finished by Nov which were roaring success and helped in building the mandatory brand image which were sturdy through the classic media advertising in December.
These promotions were good as they were able to generate advantageous product reviews and resulted in 9000 pre-bookings much higher than the anticipated 5000.
While an asset a brandname name has to be carefully been able so that it is brand value does not lower. Therefore BMW will have to have up a lot of brand building initiatives so the brand name continues to be in the market. As they have got much more than expected pre-orders which is gonna strain their existing process there is no justification in going for product sales increasing marketing strategies. It should be related to customer satisfaction mainly because if these kinds of customers turn into advocates for BMW Z3 they will be capable to convince even more prospects inside their reference teams to become customers.
Through these customers BMW can also obtain data about the various ethnical, personal, social and psychological factors that drove these to buy BMW Z3 on which they may base their second stage of brand building events.
So therefore in January their first initiatives ought to be to send review forms and invites intended for an exclusive test run pertaining to the various customers who have positioned orders. In that case in the month of Feb . have street shows over the country where the prospective buyers of the car will have an initial hand feel of the car they are going to buy. This will help in building a industry through consumer referral and building a “pull market for the car rather than “push industry. Customers may be given details of their car and the various facilities they get as a package together with the car in order that can perceive a higher “customer delivered value for their car.
In addition those who enroll in the campaign shows could possibly be given t shirts with the logo design “I have driven AS BMW HYBRID 3Z to help increase the brand awareness and strengthen the IInd period of marketing.
The car may be taken out in long pushes through the cities where there will be maximum presence.
The above company campaigns will never be able to create any leads in the present but will help in getting twin good thing about brand recall and bettering customer score of the brand.