BMW

British Motor Work

BMW

(British Motor Work)

Bayerische Motoren Werke AG (BMW), (English:

Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company .
BMW was originally founded in 1916, by Franz Josef

Popp.
BMW is known for its performance and luxury vehicles,

and is a global leader in premium car sales.

Its current tagline has changed from The Ultimate

Driving machine to Sheer Driving Pleasure & BMW- Joy of Driving

History of BMW
After World War I, BMW was forced to cease aircraft (engine)

production.
The company consequently shifted to motorcycle production in

1923, followed by automobiles in 1928-29.

The circular blue and white BMW logo or roundel is portrayed by

BMW as the movement of an aircraft propeller, to signify the white blades cutting through the blue sky.

BMW India:
Headquartered in Gurgaon, BMW India is a 100%

subsidiary of the BMW Group.

Till September 2010, BMW Group has invested 1.1

billion Indian Rupees. BMW Groups investment in India will be increased to 1.8 billion Indian Rupees by the end of 2012.
The wide range of BMW activities in India includes:

On 29 March 2007, BMW the establishment of a production plant in Chennai and development of a dealer organisation across major metropolitan centres of the country.

 The BMW Plant Chennai produces the BMW 3 Series,

BMW 5 Series sedans and the BMW X1 in petrol and diesel variants. 8000 units per year on a single shift basis.

The BMW Plant Chennai has the capacity to produce BMW India has employed around 400 people in 2010.

Up to 1200 jobs will be created in the dealer and service network by end of 2012.

Within two years of entering the Indian passenger car

market in 2007, BMW toppled rival Mercedes-Benz to become the numero uno luxury car maker of the country. In 2010, the company recorded a 73 per cent growth in sales volume, maintaining its leadership position in the category.

BMW: the most admired car brand in the world

BMW is one of the best-known brands in the world. The famous blue and white roundel symbol is clear proof that the owner is driving a prestige

car (or motorbike). The symbol also identifies the brand as delivering the
finest design, technology, engineering and quality

available in motoring today.

BMW (Bayerische Motoren Werke)

The pioneer brand within the BMW Group,

contains the car brands:

Mini

Rolls-Royce Motor Cars

Models
Assembled/Manufactured Locally BMW 3 Series (320i, 330i, 320d Highline and 320d Corporate Edition) BMW 5 Series (523i, 520d, 525d and 530d) BMW X1 Imported BMW 5 Series (535i ) BMW Gran Turismo (Limited Edition) BMW 6 Series (650i), BMW 7 Series, BMW X5, BMW X6, BMW M3, BMW Z4 Discontinued BMW X3 (X3 xDrive25i, X3 xDrive20d) BMW M5 (Sedan)

BMW

BMW: Brand Essence

The BMW brands stand for a promise of fascinating

individual automobiles a promise we do and will keep. Part of this pledge and key to the brand inside the company is: Never build a boring BMW. Twenty years ago, BMW expressed its core identity in the US and UK in the slogan BMW the ultimate driving machine. Globally, the brand now positions itself with the pay-off: The Joy of Driving.

BMW: Brand Identity

In 1928, BMW licensed the Austin Seven from the British

car manufacturer, which it renamed BMW 3/15. In 1933, the blue, white and black BMW spinning propeller roundel logo appeared on the grille and a six-cylinder model with the twin-kidney front grill was introduced a feature and point of recognition for every BMW car on the road today.

BMW: Brand Experience

BMW believes strongly in the importance of product consistency.
A considerable part of BMWs success is attributable to its focus on

the design of both its products and its corporate and brand design. Chris Bangle, Design Director, oversees 220 artists at BMW: We dont make automobiles as utilitarian machines that you use to get from point A to point B. We make cars, moving works of art that express the drivers love of quality.
The brand styling is carefully incorporated in the entire spectrum of

dealer and customer materials - collateral, showroom interior and exterior, design tradeshow environments and manufacturing facilities.

BMW: Brand Values

Quality, technology, performance and exclusivity are the

BMW brands core values. Research and development are ascribed high priority within the company. For BMW, performance is more than just the ability to accelerate quickly and take corners at speed it is a balanced harmony between beautifully designed and crafted working parts.

BMW: Branding strategy in India

BMW has aimed at a target group that drives the future of the

country.
There are a few things that have helped BMW be different - the

product, marketing, dealership network as well as the spirit of the people.

BMW is perceived as a dynamic, sporty, innovative and aesthetic

brand, and hence they have done well with a younger target group. The average age of the BMW buyer in India is 40 years.

BMW: Branding strategy in India

Instead of having a huge advertising spend, BMW has developed more touch points where people can have a personal connect

with the brand.

For example, if you walk into a BMW dealership today,

you will see that the place is sophisticated and you will be treated in a certain way.

BMW: Branding strategy in India

Innovative marketing activities that have built BMW brand in India that have helped us get close to the customer are like:
professional golf tournaments wine tasting sessions events with fashion designers

BMW have also spent a lot of time creating a

unique spirit within the company which have emotionally connected people within the organisation has made a huge contribution to its success.

BMW: Branding strategy in India

Last year (2010), BMW launched its financing arm in India to service the credit needs of retail customers, fleet owners and dealers.

India is a strong financing market and 80 per cent of the cars that we sell are financed. The financing option plays a very crucial part in the buying process further helping in increased customer satisfaction & relationship leading to improved bran experience.

BMW: Branding strategy in India

BMW does not have company owned dealerships, but retail partners. BMW states that- it is wrong to assume that a company that is very strong in design and manufacturing of premium cars should also be the best in selling those cars.
Selling a premium car requires a good network. Hence, the fundamental belief at BMW is to leave the selling to the retail people who have a local connect. BMW call them the local heroes.

BMW: Branding strategy in India

BMW has one-global-brand-approach and that is their

strength.
Every localisation would weaken this fundamental positioning

of the brand.
But, these are minor changes to guarantee that products are

running without any fault.

For e.g.: BMW has minor adaptations for the Indian road and weather conditions. These include- a higher suspension as ground clearance in India is low, and different intake filters as the air in the country is more polluted.

BMW: Branding strategy in India

BMW believes that when you enter a new market, the business does

not start with entry models. Therefore, as per their experience they built a premium image for the brand through the high-end models, in the Indian market which has a relatively small target group.
Henceforth in an effort to bring a new set of consumers on board,

luxury car maker BMW recently launched its least expensive nameplate -- the BMW X1, which they consider an important part of their product strategy & a perfect car for the Indian market since it is SUV (sport utility vehicle) style - has the ground clearance. Leading to building an brand image in this segment of car buyers & capturing a larger market share.

BMW: Branding in India

strategy

BMW to increase its brand equity by entering the used car market. As per BMW the used-car business does not dilute your brand; it tends to do the opposite. BMW is to run the used-car business in a professional way, as in turn it will help increase value for its customer as the resale value goes up. It will allow a new set of people to experience the brand for the first time, and eventually they might buy a new car. BMW are developing premium-used car operation centres, where cars will be sold out of the dealerships. These will not be sold out of the parking lot or the basement, but out of a 100-per cent dedicated floor in the showroom. It will have a great atmosphere - with the same standard as a new car dealership.

BMW: Branding strategy in India

BMWs essence has been, is and will always be driving

pleasure
An unwritten law at BMW is that everyone who comes to work

at the company has to love driving and has to know that driving pleasure is what the company is all about. Everyone in engineering, development, purchasing, controlling and manufacturing has to be focused on driving performance.
The BMW identity is tied to the experience of driving the

machine. Details like the feeling of the steering wheel, instrument panel lighting, the suspension and reaction of the engine ensure each BMW feels the same as the last. BMW believes strongly in the importance of product consistency.

BMWs success in India

BMW toppled rival Mercedes-Benz to become the

numero uno luxury car maker of the country. In 2010, the company recorded a 73 per cent growth in sales volume, maintaining its leadership position in the category.