Launching the BMW Z3 Roadster BMW Z3 Roadster was a new product concept that reflected a niche opportunity. The main objective of the Z3 launch was to reposition their German-made, driving performance, tradition bound, and precision engineering cars as more stylish and fun to drive cars in the American culture. This risky movement of changing the brand personality was done using both nontraditional and traditional marketing tools. Some of the nontraditional methods used were
Words: 1829 - Pages: 8
FOURNIER ROBERT J. DOLAN Launching the BMW Z3 Roadster January 1996 marked the beginning of Phase II of BMW of North America Inc.’s Z3 roadster introduction. Phase I had centered on the placement of the new $28,750 two-seat convertible in the James Bond hit movie, GoldenEye, which premiered several months earlier. While not yet critically evaluated, results of the “out-of-the-box” pre-launch campaign appeared very positive: word-ofmouth concerning the Z3 and the James Bond cross-promotion were
Words: 8686 - Pages: 35
MANAGEMENT CASE STUDY : Launching the BMW Z3 Roadster SYNOPSIS BMW, a German automobile manufacturer, known for its German engineering and quality, had established itself as a strong brand in the luxury/performance segment in U.S.A. However due to increasing competition from car makers such as infinity, Lexus, Acura, its sales dropped during the period mid 80’s to late 90’s . The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated
Words: 1441 - Pages: 6
LAUNCHING THE BMW Z3 ROADSTAR 1. BMW Overview 1916 760 53 110,000 (2013 (2013 ) ) BMW , . BMW , Bayerische Motoren Werker BMW, , . 2 1. BMW Overview 3 2. BMW History 1916 1923 1928 1945 3 R32 / ( 2 BMW 5, 3, 7 BMW , (Spartanburg plant) (BMW Dixi , 1929) ) BFW( Bayerische Flugzeug Werke AG) 1972 ~ 1977 1994 1995 1998 2000 , BMW (Rolls-Royce) 4 3. BMW Z3 Roadster BMW Z3 Roadster ( 2 1930 328 507 Z1 1,900cc 4 ) Spartanburg (South Carolina)
Words: 461 - Pages: 2
This case is based in the 90’s era when BMW decided to reinvigorate its sales and brand, make the BMW brand global and penetrate into the US market. The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand
Words: 1397 - Pages: 6
HIC MASS COMMUNICATIONS MAC101 FOUNDATION/ BUSINESS NAME: BHAVEN MORAR ID NUMBER: MOBHC2B LECTURER: BEN WHEELER DATE: 9/08/2012 BMW ADVERTISEMENT ANALYSIS This is a representation of a BMW, an advert that was used when promoting the BMW Z4. This advertisement targeted a specific gender, age group and clearly shows signs of muscularity by a female. All this has been communicated using various aspects of location, context, costume, copy, colour framing, set design, and body language.
Words: 949 - Pages: 4
‘non-traditional’ marketing venue for the Z3 Launch? 1. To create a buzz that could be leveraged (From James McDowell – Page 3). 2. It was more cost efficient per dollar spent and made an impact on larger group of publics. 3. Unconventional way of introducing a unique vehicle. 4. It believed nontraditional media resulted in more and lasting exposure. Q2. Do you agree with McDowell that the Z3 launch qualifies as a ‘paradigm shift’ in the marketing for BMW and for marketers in general?
Words: 568 - Pages: 3
Project Report Launching the BMW Z3 Roadster Introduction BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself very difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing efforts behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans
Words: 1684 - Pages: 7
Clive Owen into the mainstream. The Setup Like most car companies, BMW traditionally executes advertising campaigns (i.e., television, print and radio) to support new vehicle launches. However in 2000, there was no new vehicle launch for BMW, so the opportunity to spend advertising budget on pure branding arose (a marketer’s dream). The Key Insight Through extensive consumer research, BMW found their typical customer was 46 years old, with a median income of about $150
Words: 650 - Pages: 3
BMW advertising strategy BMW has built its brand on 4 core values: * Technology * Quality * Performance * Exclusivity Coupled with WCRS (BMW’s advertising agency since 1979), the company made his advertising strategy, based on these values. However, it is important to point out that BMW also relies on its sensitively to the environment, which is clearly seen by how the company’s advertisements evolved in response to economic, environmental and competitive changes. The brand image
Words: 461 - Pages: 2
