...1.0 Summary This report aims to help us to know the Mini (BMW) using the marketing principle. This report including the core product that the Mini offers, the reasons of BMW prepared to invest to have the Mini in its range, how the core product translated into different style of products, the advantages and disadvantages of using an existing brand name and the reason of the mini has been successful in the US. Report also has the company introduction and the product details. It tells us the difference between the Mini and competitors, such as safe and reliable, trendy yet iconic, small but sporty-ish, fun and individualistic, statement of wealth/status, staid and classic, understated power, history, great star effect, outstanding services, the contribution of environmental protection and reliable quality Through the report we know how the BMW Company use markets to sell the Mini to the consumers. 2.0 Introduction The Mini is a small car that was made by the British Motor Corporation (BMC) and its successors from 1959 until 2000. At its first lunched in 1959, lots of people were attracted by its small, fashion, sport, safe and easy move. And its space-saving front-wheel-drive layout (which allowed 80% of the area of the car's floorpan to be used for passengers and luggage) influenced a generation of car-makers. Its owners included The Beatles, Mick Jagger, Peter Sellers and Twiggy and it played a star role with Michael Caine in the movie The Italian Job. As an aside, it also...
Words: 4126 - Pages: 17
...means that the 3 and 5 series family of products have extremely high profitability, due to their high level of sales, and the low level of expenditure needed to maintain the sales levels. The 7 series however is a model in decline in terms of its lifecycle. It is found at the ultimate destination of all products, a ‘dog’. The production does have market share, but its desirability is waning and its performance relative to its competitors is not what it once was. The market for the 7 series however, is still performing well. This means that BMW should, and will review the model with a view to re-launch in the near future. The above products are all fairly settled. Many of them have been being manufactured for many years now with several re-designs and re-launches. BMW has however recently begun expanding its portfolio, and the result of this is some new star and problem children. One of these stars is the X5. The X5 is a new market area for BMW. The 4x4 market can be extremely profitable, especially the ‘On road’ 4x4 products. This market is very large and growing, and BMW have made an attempt to get a slice of the cake with the X5. The Z3 and Z8 are very similar products. They are both small sports cars, differing in the Boston Matrix in terms of market share and price. The Z3 is a star, but the Z8 could be described as a problem child. More affordably priced than the Z8, and with a larger share of the growing market, the Z3 is a product beginning to mature and generate a...
Words: 2298 - Pages: 10
...The mini cooper is a nationally loved vehicle so why not design an R/C unit to resemble it? It is sold in a variety of colours and has different generation of models ranging from the mini Austin to the popular Mk VII, this allows diversity! ‘Diversity + Manufacture = $$$PROFIT$$$’ (Rule of profit – buy cheap, sell high) Plastic granules are fed into the hopper, the plastic then melts from the emitted heat. Just like a syringe the melted plastic is injected to a mould creating your desire shape. This was used to create the car shell, chassis, driving gear, axel and the cover for the battery and motor. Plastic granules are fed into the hopper, the plastic then melts from the emitted heat. Just like a syringe the melted plastic is injected to a mould creating your desire shape. This was used to create the car shell, chassis, driving gear, axel and the cover for the battery and motor. Manufacture is another key word in engineering; it basically means how to get the part for the unit from raw material to material that is needed. It can be broken down into 3 categories: material, method of process and labour. Different materials have different methods. A popular one for polymer is injection moulding. Your desired metal is pushed through a die making a wide metal become long and thin. This can save material cost and is fully automated. This was used to create the pulling rod and wiring for the circuits...
Words: 466 - Pages: 2
...BE ORIGINAL Introducing the New BMW MINI Cooper Hardtop, “The New Original”. MINI is known for its quirky campaigns over the years, the launch of the new model brought about MINI’s biggest campaign yet, with the slogan: “The New MINI. The New Original.” Spring 2014 announced the arrival of BMW’s new MINI Cooper Hardtop. The car that was first launched in 1959 has been entirely redesigned from bonnet to boot. Bigger and better than ever, the new MINI focuses on the things that make it undeniably different from all its competitors. With new engines, technologies and design, the MINI is faster, safer and more connected than a switchboard. It is completely different from any other car. BMW in collaboration with their respective advertising agencies worldwide, have used all possible forms of media and creative new ways to engage their target audience in the launch of their iconic MINI. MINI uses brand promotion tools including advertising and sales promotions. Back To Spike/ Spike The Bulldog/ Bullheaded/MINI Cooper Dog Lovers BMW decided to keep Mini’s iconic bull-dog stance in their first ad, “Bullheaded” which features Spike the Bulldog. The ad was launched on MINI’s YouTube channel and was broadcasted on TV. If you never thought you would buy a car because of a dog, THIS AD makes you think otherwise. Outdoor & Print Ads/ More Torque Less Twerk/ Nothing says quirky quite like their quick-witted and humorous outdoor and print ad campaigns, which show off the...
Words: 502 - Pages: 3
...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
Words: 7795 - Pages: 32
...manufacturer of sophisticated, luxurious machines which pin point perfection in every aspect in our product designs. We strive as a team to deliver the best with the customer’s best interests at heart.” Our main objectives are that we would like to have increased our market share by 15% by 2015 through the launch of our city car. This car will be retailed at £14,500 and is a 3/5 door hatchback with a hybrid engine. We would also like to have increased our factory productivity by 10% each year leading up to 2015. We aim to modify our current product range to meet the new EU emissions law so research will be done to find out what these new laws are. We are not looking at making the cheapest cars, we are focusing on developing quality vehicles with a high value rate. We aim to make our cars more affordable than their competitors, without sacrificing the quality. We will have to carry out in depth research in to the European car industry and the existing companies, especially those with a higher market share and those with lower market share but higher quality products. Our main competitor for the city car is the Mini Cooper S which retails at £18,075 and the Audi A1 which retails at £13,420 – and are of a similar size. Our main competitor for our second product, the larger car is the Audi A6, retailing at £30,145. With this product we will be focusing mainly on interior design and comfort. In order to gain a competitive advantage over the other cars we need to beat them on price...
Words: 513 - Pages: 3
...Let’s MOTOR. ® Find a MINI Dealer at MINIUSA.COM * BOOT TO BONNET NO COST MAINTENANCE. MINI also wants to ensure the proper performance of your vehicle, so we offer No Cost Maintenance standard for the first 3 years or 36,000 miles. WARRANTY.* At MINI, our commitment to quality and customer satisfaction is clearly demonstrated by a 4-year/50,000-mile New Passenger Car Limited Warranty and a 12-year/unlimited-mileage limited warranty against rust and corrosion perforation. * ROADSIDE ASSISTANCE PROGRAM. The MINI Owner experience continues out on the road. You are only a toll-free phone call away. The MINI Roadside Assistance Program is available 24 hours a day, anywhere in the U.S., Canada or Puerto Rico. The program offers towing, lock-out service, on-site assistance and even custom computerized trip-routing services. And for a nominal fee, the MINI Service Card extends this service after the New Passenger Car Limited Warranty for as long as you wish. * BE part of the family. For a list of terms and conditions for all the good stuff above, visit MINIUSA.COM/SERVICE **MINI received the highest numerical score among mass market brands in the proprietary J.D. Power and Associates 2010–2011 Sales Satisfaction Index (SSI) StudiesSM. 2011 study based on responses from 24,045 buyers, measuring 19 mass market brands and measures satisfaction of new-vehicle buyers who purchased or leased their vehicles in May 2011. Proprietary study results are based on experiences and...
Words: 3629 - Pages: 15
...com/2012/10/09/tech/mobile/ipad-mini-gahran/index.html?hpt=hp_c2 Everyday businesses are changing and thinking of new ways to improve their companies. In order to expand their companies, many business owners use strategic planning to achieve more growth. Many companies have benefitted by using strategic planning, and Apple is one of those benefitting companies. Ever since Steve Jobs founded Apple, it has been on the up rise. They have been on the rise of new and innovative technology that becomes the next number one thing on people’s want list. Recently there has been talk that Apple is to release and smaller version of their ever-popular Ipad. The new Ipad will most likely be around “…7 to 7.8 inches [and] there will probably be Wi-Fi only and at least two carrier-specific 4G models.” This is a good example of how companies practice strategic planning because Apple is trying to expand its’ target market and …”most importantly, to appeal to the small-tablet consumer market…” When talking about strategic planning. This is a great example of expansion. As talked about in chapter 7, expansion is when you are trying to introduce your existing customers to new products. Apple may also be trying to reach new customers by diversification. This is where you introduce new customers to new products. As stated above, Apple is trying to appeal to the small-tablet market. This smaller tablet will be more convenient, and easier to manage for a lower price. Apple coming up with the new Ipad mini also displays...
Words: 547 - Pages: 3
...About a week ago after driving my Mini Cooper for a short distance the EML light in the car would come on and the car would hesitate. The car then would loose pressure dropping the speed from normal speed limit to no more than 5 – 10 mph. After parking the car, I noticed that the fan would come on and remain on for an extended period. When I lifted the hood of the car, I noticed that the coolant supply would be low. Replacing the coolant supply did not seem to fix the problem. I attempted to figure out the problem with an experiment. I drove the same speed around the block multiple times. The third or fourth time I noticed a difference. When I drove the car approximately a mile, the temperature gage would increase activating the EML. Then the car would hesitate, loose pressure, and decrease in mph. It seemed to be a direct correlation with an increase in temperature, the EML light coming on, losing pressure, and the decrease in mph. So to make sure there were not any confounding variables, I drove the car slowly to ensure speed was not a factor. Decreasing the speed did not change anything. I was able to make the same observation. I took the car to the auto repair shop. The repair person informed me that there was a leak in the coolant system. The leak caused an increase in the cars temperature. The increase in the cars temperature activated the EML light. The car would loose pressure. When the car lost pressure, the protection mechanism would activate to prevent any real...
Words: 297 - Pages: 2
...Introduction: BMW is a famous company in the word. It owned many brand like Rolls-Royce, mini. BMW created by Karl Rapp in 10/1993 Analysis Task1: Objectives of BMW: Up to the year 2020, BMW Group intends to strengthen its position within the global motor vehicle market by increasing sales to more than two million automobiles per year. BMW’s strategic objective is to ensure that: The BMW Group is the leading provider of premium products and premium services for individual mobility. (http://www.ukessays.com/essays/marketing/the-corporate-strategies-and-objectives-of-bmw-marketing-essay.php) 1: PIRO 2: Value chain Processes are the ways that an organization uses it resources to generate value. These stem from the many discrete activities a firm performs in designing, producing, marketing, delivering and supporting its product and service. For instance, BMW has implemented a corporate finance structure with an international focus to reduce its exposure to local and foreign capital market fluctuation. As explained through the value chain, BMW's process are illustrated Process has been the development of technology and innovation across multiple section of the BMW business. This has been assisted through strategic alliances formed with suppliers to increase BMW's purchasing and manufacturing competency. Furthermore, research and development has been able to take advantage of the market research and analysis with regards to customer behavior and purchasing patterns to...
Words: 624 - Pages: 3
...Whenever Microsoft releases a new desktop operating system, users inevitably ponder the purchase or assembly of a new system. Although Windows 8’s controversial interface changes and obvious accommodations for mobile hardware may cause die-hard desktop users to approach the new OS with trepidation, Windows 8 offers many enhancements worth an upgrade. First and foremost, Windows 8 is streamlined to perform well on lower-end hardware than its most recent predecessors. Its minimum requirements are similar to Windows 7, but Windows 8 uses less memory, consumes less disk space, and its UI elements aren’t as graphically rich. Windows 8 also leverages most GPUs to accelerate more OS elements in hardware than does Windows 7. All of these changes in Windows 8 culminate in an operating system that simply doesn’t need high-end hardware to run well. Knowing that, we set out to build a speedy Windows 8-ready system for under $500. With such a limited budget, dedicating a significant amount of money to any single component isn’t a possibility. With the right balance though, half a grand should be plenty of cash to put together a nice Windows 8 system with minimal compromise. Choosing our components Let’s get what’s probably going to be the most controversial decision out of the way first: The heart of our sub-$500 Windows 8 system is an AMD A8-3870K APU, or Accelerated Processing Unit (basically a CPU + GPU combo). The 3870K sports a quad-core CPU running at 3.0GHz and an integrated, on-die...
Words: 2060 - Pages: 9
...staggering 75.3 million compared to 74.9 million (Fry, 2015). The Millennial Generation have one distinct characteristic that differentiates them from the rest of the generations and that is growing with the technological advancements as fast as they are being developed. Millennials by far have the highest percentage of smartphone usage than any other generation. As a result, Millennials are rated at the top of social media use. This is another aspect previous generations have never had before and that is social media presence instant gratification. Websites such as Yelp, TripAdvisor, AirBnb, and more offer a preview of a service or product. As well offer a reviewing system in which they are able to read the experience of other people. This design highly influences the decisions of millennials. Therefore, there is a certain expectation from this generation when booking a hotel, eating at a restaurant or having some type of experience because whatever they experience, they will most likely express their feelings on some type of social media platform. This generation also requires different amenities as other generations and following report will explain the latest...
Words: 2335 - Pages: 10
...Indian Institute of Management Kozhikode Marketing Management Case Analysis: Suzuki Samurai Submitted to: Prof. Rahul Kumar Sett Submitted By: PGP/14/258 PGP/14/280 PGP/14/303 Alok Kumar Mahtaab Kajla Shruti Kabdal PGP/14/279 PGP/14/283 PGP/14/304 Lokesh Singh Naveen Vyas Sneha Ramtake Situation Analysis Suzuki SJ413 was an upgraded model of the SJ410. It was designed with the US market specifically in mind. Suzuki planned to market the product under the name Samurai with two versions namely, convertible and hardtop. They had three segment options to enter market: SUV, compact pickup truck and subcompact car. Planned retail price for Basic Samurai was $5995. Douglas Mazza, VP and GM of ASMC had decided to limit the initial dealer network to a maximum of 47 dealers and had chosen California, Florida and Georgia to introduce the Samurai. Problem Identification Which segment should the Samurai be positioned in so as to maximum utilize the brand equity which Suzuki already has? How should the Advertising budget be allocated among various media? Qualitative analysis Points of Parity and Points of Difference: SUV Feature 4Runner Suzuki Samurai Trooper Wagoneer Chevy S10 blazer Medium Medium Low Medium High Comfort Medium High High High Medium Quality High High Medium Low Low Styling High Medium Low High Medium Off-Road ...
Words: 930 - Pages: 4
...Current Trends with Luxury Hotels: The new year is bringing new trends to luxury hotels worldwide. One of the latest luxury hotel trends is offering an in-room workout fitness program for its guests. A report by Hawkins International, specialists in travel and lifestyle trends, said “hotel exercise routines are moving away from trekking to the hotel gym in favor of fitness opportunities in the hotel room.” Some hotels now for example, provide an in-room fitness TV channel that offers guests a selection of professionally led workouts. Another part of the new age fitness and health is replacing all the junk food and liquor in the mini bars with healthy and philanthropic items. For example, “the mini-bars at Fifteen Beacon in Boston showcase local favorites, including Boston Baked Beans and Cape Cod all-natural potato chips, while also providing essential healthy treats such as coconut water, protein bars, Emergen-C and pampering products like cucumber eye cream and homeopathic Sprayology, a holistic product for immune system maintenance and detox," the report said. Another cool new trend is hotel bars designing new tasty cocktails that incorporate food with alcohol. They incorporate there native cultures onto their menus to create exotic local dishes. Such as Fusion Bar & Restaurant, the signature restaurant at Gallery Hotel in Florence serves up a Miso Bull cocktail that features Stoli Vodka and schochu stirred with miso soup and seasoned with Bloody Mary dressing. Along...
Words: 722 - Pages: 3
...‘Suzuki Samurai’ – Case Analysis This Document weighs the potential benefits and cons of the various positioning alternatives for the Suzuki Samurai model of ASMC and thereby evaluating the pros and cons of the proposed “unpositioning” strategy. Group 2: Abhinav Nimje, Abhishek Magdum, Nirali Kothari, Nikita Sharma, Ritu Bhargarh, Ujjal Kumar Boro 1) Situational Analysis: Over the years Suzuki‟s business expanded across 100 countries because of the economic cost of the automobiles combined with the superior Japanese technology. In 1983, General motors purchased 5% of Suzuki, and launched the Chevrolet Sprint, a subcompact car for US market which turned out to be a great success. Thus, Suzuki decided to set its new subsidiary American Suzuki Motor Corporation (ASMC) in US and appointed Doughlas Mazza as its head to create the marketing plan for their new launch, SJ413. 2) Problem Identification: Success of the GM Sprint showed Suzuki that the market existed in US for its Cars. Suzuki was unsure whether GM would market the cars if Suzuki introduced different unique vehicles in the US market. So, to capture the potential market, company decides to come up with its own plant with capacity of 200,000 vehicles in Ontario, Canada. The plant was expected to be operational by 1989. Suzuki felt it would be too late to wait till 1989 as brand clutter will increase due to presence of the other brands and which may further limit the success of Suzuki. This was the problem and...
Words: 1293 - Pages: 6
