Atin Mehra
S.NO.: 53
Section : F
12/17/2014
Z3 Roadster
Captured essence of BMW brand
Performance and luxury The Ultimate Driving
Machine
Was best fit with positioning of driving excitement
Emotional substitute for motorcycle segment
Evoked BMWs heritage as a producer of roadsters
Fit the corporate goal of being the best not the
biggest
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Spartanburg Selected For Production
Spartanburg lies in South Carolina in USA. The
location has following advantages for the automobile
industry:
250+ automotive companies
#3 in Automotive Manufacturing Strength
15% lower energy costs than national average
0% state property tax, local income tax, inventory tax
and wholesale tax
12/17/2014
Why Spartanburg?
Displayed commitment to dealers and American people
that BMW is here to stay
Provided cost advantages
High cost environment in Germany
Cushion against monetary fluctuations
However, also posed challenges
To convince consumers that quality of cars produced in
the USA would be no different from cars produced in
Germany
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TARGETS SET FOR BMW
Z3ROADSTER
To expand the BMW franchise & market share
Target of 100,000 annually in USA
To rejuvenate the BMW brand by positioning the Z3
squarely in American culture and settling into the
hearts and minds of the American public
To make BMW a global brand
Transition from Made in Germany Made by BMW
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STRATEGIES OF Z3 LAUNCH CAMPAIGN
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Z3 Roadster in The GoldenEye
Without a fee!
MGM got the use of prototype vehicles for the movie.
MGM also obtained worldwide rights to reference the
placement
Perceived fit between Bond & Z3 brand personality
BMW looking for a glamorous hero.
Bond as handsome, wealthy, resourceful & adventurous.
Man who loves life and is in control of his destiny
Known for using technology with penchant for fast cars
The quintessential hero for a quintessential car!
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RISKS & BENEFITS OF USING The
Golden Eye MOVIE
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Need for Other Marketing
Elements
To Pre Sell Z3
Golden Eye movie placement was just a teaser
To close gap between Golden Eye Launch and
dealership availability
To stimulate interest in other BMW brands
To reach a wider audience
To reinforce brand image
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Neiman Marcus, Todays Show
Sep95
Known for its unusual product offering
Features
Special Limited Edition Bond Roadster Launched in
Neiman Marcus Catalog
Catalog and Vehicle featured on Todays Show
Goal
20 Units over 3.5 months
Result
100 units in just2 days
6000 orders in the Christmas period
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Oct 95
BMW Website
More information
Virtual View of the Car
Features
Golden Eye film Segments
Today Show Clips and Movie Offer
Build your own Roadster: View Display and Price
Result
Hit rates tripled from 35,000 hits/day to 125,000
hits/day.
Apple used this as a reference in their advertising
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Press Launch in Central Park
Nov95
Formal introduction
Reach out to broadcast and print media
Prepare the ground for movie launch
Features
Media attention: 200 media rep.
Preceded by CEO Interview in Today Show
Special Effects to generate Interest
Result: Extensive Coverage in
Print: Hard Copy, The Mornings Business, The Money
Wheel
All major network news channels.
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Jay Leno Tonight Show
Nov 95
Reaching out to wide audience
Promoted movie and car
Features
Jay Leno using the car in his show
Bond to dodge all security and enter
Took calculated risk and gamble
Result
Worked Out Well as per Mc Dowell. Not much data.
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Radio DJ Program
Nov 95
Word of Mouth effect
But was the most risky
When?
Early November 1995
Features
Innovative ideas used by DJs
Gave away Z3.
Result
Got brand into conversation milieu.
6000 spots against 3800 promised.
3 Times Word of mouth effect of other programs
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Traditional Media Used In NT Spirit
40% Traditional vs. 60% Non-Traditional
TV and Print Advertisement s on 1st November
Humor and Fantasy instead of traditionally no-
nonsense
TV: Spots in Network Shows, Lifestyle Cable
programs
Print: Placed in business, lifestyle and Autobuff magazines.
Utilized to prime the launch of movie.
Advertising Recall 15% of TV viewer (50%
higher than Mercedes E class)
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Dealer Promotion
Objective
To be integrated from outset
To motivate dealers to spend resource on product to be
launched after 6 months.
Process
Dealer Visits and Presentation
Emphasized strategic importance
Result
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Private Film Screening
Cocktail Receptions
Circulated the Cars for Display
Merchandise e.g. Bond License plate
These generated publicity in media
ANALYSIS OF CAMPAIGN IN
PHASE-I
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RISK INVOLVED IN PHASE-I
CAMPAIGN
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FACTORS LEADING TO SUCCESS OF
PHASE-I
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IMC PLAN FOR PREMIUM CAR IN
INDIA-ADVERTISING
BROADCAST
PRINT MEDIA
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Television Commercials
Newspaper Advertorials
Magazine Advertisements
DISPLAY
MEDIA
Billboards
Outdoor Advertisements near airports
ONLINE
MEDIA
Facebook Fan page
Sponsored Adwords advertisement
Create special standalone website for the car
Run youtube viral campaign
IMC PLAN FOR PREMIUM CAR IN
INDIA-SALES PROMOTION
Provide higher margin rates for car dealer for certain period
Organize events for them to encourage sales and provide
rewards for the same
Take part in trade shows and put car for a show
Provide premium service and maintenance programs for
the customers
Provide incentives for referrals to the customers
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IMC PLAN FOR PREMIUM CAR IN
INDIA-EVENTS
Sponsor cricket tournament and provide car as gift to
man of the series
Sponsor industry relevant conferences, trade shows etc
12/17/2014
IMC PLAN FOR PREMIUM CAR IN
INDIA-EVENTS
Sponsor cricket tournament and provide car as gift to
man of the series
Sponsor events such as City Marathons organized
within the target locations
Sponsor industry relevant conferences, trade shows etc
Sponsor media shows focusing on automobiles like Car
n Bike show on CNBC TV18
12/17/2014
IMC PLAN FOR PREMIUM CAR IN
INDIA-EVENTS
Sponsor cricket tournament and provide car as gift to
man of the series
Sponsor industry relevant conferences, trade shows etc
Sponsor media shows focusing on automobiles like Car
n Bike show on CNBC TV18
12/17/2014
