Introduction

Industry Founded Headquarters Area served Key people Automotive industry 1916 Munich ,Germany Worldwide Norbert Reithofer (CEO), Joachim Milberg (Chairman of the supervisory board) Automobiles, motorcycles, bicycles

Products

BMW

Segmenting
segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products Geographic Segmentation- The identification of target markets based on the regional, urban, or rural locations of the customers

BMW car company have different models of vehicles to help each individual accomplish a safe drive where ever they are coming from.

Segmenting
Demographic Segmentation defines market
according to the following:
G ender W hite/Caucasian A ge M arried Total in H ousehold Total # of Children Education (College at least) O ccupation Total Fam Pre ily Incom e -Tax

BM W
M ale 85% 54 83% 2.45 0.40 88%

Executive/M anagerial, O ner, Professional w Specialist $343,540

The positioning strategies: strategies

Product Differentiation BMW cars communicate valued differences and distinguish it from other competitors by image (described as a premium brand), quality (uses cutting edge technology) and design (very sleek and unique). Brand Leadership Positioning BMW- has maintained its leadership brand positioning for many years. Its success is the result of a consistent strategy and is oriented towards meeting the needs of customers.

The positioning strategies:

Head-On Positioning (comparative positioning) BMW- There is a sign of a little comparison between BMW and perhaps Mercedes but the ads dont usually show it. It is only in minds of customers who tend to compare these two cars quite often. Innovation Positioning BMW- uses continuous innovation. As an example we have an innovation of a completely redesign the 3-series model with even better power than ever before, a stiffer suspension, taillight lenses.

TARGET MARKET
PRIMIUM CLASS PEOPLE TARGET THE YOUTH ADVENTUERS LOVING PEOPLE

TARGET THE SPORTS

Marketing mix
Marketing mix is the set of marketing tools4Ps that the firm blends to produce the response it wants in the target market Product Price Place Promotion

Product
Wide selection of models Different styles to meet the customers needs BMW 3 Series - Saloon, Coupe, Convertible, Touring, Compact

BMW M5 Sedan F10

Price
Least expensive BMW: 323i (3 series) - $35,200 Most expensive BMW: 760Li (7 series) - $174,500 BMW 7-Series 730 Ld SedanRs. 8,250,000* BMW 7-Series 740 Li SedanRs. 8,550,000* BMW 7-Series 750 Li SedanRs. 9,800,000* BMW 7-Series 760 Li SedanRs. 13,040,000*

BMW 3-Series 325i Petrol Sedan36,43,468

BMW 3-Series 320i diesel Sedan28,76,814

BMW 6-Series V8 Petrol Coupe. 88,16,965

Promotion
CRM Activities
CRM is, how BMW: Finds you Gets to know you Keeps in touch with you Tries to ensure you get what you want Checks you are getting what you were promised

Telemarketing
Follow-up on each mailing to assure greatest response

Radio Exposure
Reach out to customers during sales events

Promotion
Brochure
Information on models and the overall company

E-Newsletter
A quarterly Whats New e-newsletter

Banners
Advertise within local business locations Images with call-to-action

Place
A lot of locations to serve the customer better

55 Auto Park Circle Woodbridge

1155 Leslie Street Toronto

4505 Dixie Road Mississauga

8111 Kennedy Road 480 Steeles Avenue West 11 Sunlight Park Road Markham Thornhill Toronto