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BMW "Clever" presentation
The document outlines a marketing strategy for BMW's Clever Project, a compact urban vehicle. It discusses understanding market trends, competitors, and segmenting the target. The target is identified as men ages 30-40 in major French cities. The positioning is "the comfort of a car and flexibility of a motorcycle." The marketing mix proposes exclusive distribution, a high price point of €10,000-12,000, and a promotional campaign including test drives, sponsoring, and advertising to raise awareness and trigger interest in the target audience.
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BMW "Clever" presentation
- 1. Clever Project -september 2012 Developing Marketing Strategy • Héloïse Broutin • Hannah Chan • Jean de Basquiat • François Fuzeau • Rashmi Kalbalia Target: Business man between 30 and 40 years old Positioning: The comfort of a car and the flexibility of a motorcycle HéloïseBroutin
- 2. Agenda • Understand thetrends in the market of Urban Vehicles Short introduction to BMW Key Trends on the Market & Consumer Competitors & Mapping • Market Sensing Segmentation, Target & Positioning • Marketing Mix Proposals HéloïseBroutin
- 3. BMW premium positioningstay away from the automotive industry crisis “Bayerische Motoren Werke” Founded in 1917 Automobile, motorcycle and engine manufacturing market Despite economical Crisis… BMW has is historical highest growth of turnover in 2011 Premium Image Powerful Innovative High Quality Strong market position in the motorcycle sector Motorrad http://en.wikipedia.org/wiki/BMW http://alfredlargange.blogspot.fr/2007/10/etude-de-cas-la-bmw-z3_08.html http://www.grin.com/en/e-book/35573/a-case-analysis-exploring-customer-attitudes-on-bmw HéloïseBroutin
- 4. Let’s focus onthe compact urban vehicle market HéloïseBroutin
- 5. Competitive, evolving andstandardised market Improvements in mobility technologies electrical and hybrid engines Evolving consumer behaviour : Safety and stability Environmental Issues Smaller Family Pollution and Smaller Car urbanization Preference for private transportation Political Pressure Market of Carbon Taxes Compact Mandatory technical and security tests for all Tolling to reduce congestion in city center Urban vehicles Vehicle Gmid – 2011 KPMG Global Automotive Executive survey for 2012 HéloïseBroutin
- 6. Who is thecustomer for compact urban vehicle? HéloïseBroutin
- 7. Let’s meet Living in the Upper middle biggest French class and Upper cities Class Live single, in 28 medium age couple, or with one child Care about Love new environmental technologies issues Enjoy busy city lifestyle http://www.insee.fr/fr/ HéloïseBroutin
- 8. Who are themain competitors? HéloïseBroutin
- 9. The market offersvarious mobility solutions to consumers … The « classic » The « classic » 2 wheels 4 wheels The inovative 4 wheels The innovative The self service car 3 wheels rental http://www.notre-planete.info/actualites/actu_3210_Autolib_Paris_environnement.php http://rollinfree.blogspot.fr/2009/06/french-motorcyclescooter-market-may.html HéloïseBroutin
- 10. … and thereforeis highly competitive on traditional segments High Comfort Mini Opportunities in high quality Autolib’ Standard way Maneuverability of driving Renault Twizy Opportunities in low quality Piaggio MP3 Usual scooters Low Comfort HéloïseBroutin
- 11. Who will bethe customers for this market segment? HéloïseBroutin
- 12. Considering the urbanpopulation in France… Non Family Middle Family Lower class Upper class class 18-30 30-40 40-55 + 55 Premium positioning in order to be coherent with BMW brand image Exclude families due to the product features HéloïseBroutin
- 13. Going deeper inthe segment’s car preferences… FEATURES MEN FEATURES PREFER WOMEN PREFER Dynamic & Round shapes sportive shapes Space for their Futuristic look bags & shopping Engine roaring Comfort noise Cute design High technology design HéloïseBroutin
- 14. So given the CLEVERdesign and features... …we will narrow our target down to Men
- 15. The target willbe 30 - 40 years • Commuting from home to work old male • With busy lifestyle professional • To cope with BMW premium High Income brand image strategy Innovators • Attracted by high tech design & Early and avant-garde products Adopters HéloïseBroutin
- 16. To summarize ourpositioning: « CLEVER brings together the comfort of the car and the flexibility of a motorcycle , that enables young businessmen to travel to work without worrying about the traffic disagreements» HéloïseBroutin
- 17. Our Marketing Plan HéloïseBroutin
- 18. Clever by BMWis a proper revolution for businessmen… • Compact dimensions of motorcycle enable to drive through traffic • Stability and safety of a car - closed cockpit - tilting system - heating pilot seat - foldable passenger seat • Ecofriendly hybrid engine • High connectivity system - Bluetooth connection - ultimate stereo sound … but its advantages need to be explained to the target and the general public http://thekneeslider.com/archives/2006/04/27/carver-and-clever-tilting-3-wheelers/ HéloïseBroutin
- 19. How is Clevercreating value for its customers? Business Maneuverable Safe & Eco friendly friendly in traffic Confortable connectivity Classic scooter Compact Urban car Twizy MP3 Autolib’ CLEVER HéloïseBroutin
- 20. Exclusive channel distributionin France richest major towns We recommend a pull strategy to be coherent with the Brand Image of BMW, and the niche market http://www.journaldunet.com/economie/magazine/riche-ville/ HéloïseBroutin
- 21. High price policyto deliver the premium value feeling 8 000€ 15 000€ MP3 Piaggio BMW motorcycle we used reference pricing strategy to determine our price points http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw http://www.bmwblog.com/2009/10/09/bmw-unveils-clever-concept/ HéloïseBroutin
- 22. Recommended price accordingto reference price: 10 000 € – 12 000 € HéloïseBroutin
- 23. Promotional Campaign recommendations HéloïseBroutin
- 24. Objective 1: raiseawareness of the general public Drive test in all BMW outlets in France • Introduce the new vehicle to familiar BMW clients and new comers • Convince about its comfort and maneuverability Sponsoring Paris Marathon 2014 • Famous urban event (30 000 participants) • Allows great visibility Press Relation to be on Turbo and Automoto TV shows • Popular TV shows great to introduce a new vehicle Democratize this new concept of vehicle to French people www.parismarathon.com HéloïseBroutin
- 25. Objective 2: triggerthe need of target audience for Clever Special Clever show on the BMW Paris Motor Show stand • Create the buzz • Get in touch with the targeted audience Clever Stand at the Monaco Grand Prix • Link the product to high tech performance, premium lifestyle and masculine universe of Formula One Grand Prix Advertising in weekly magazines and their websites • Get in touch with target audience via specific channel Challenge will be to create the desire for the product and activate purchase HéloïseBroutin
- 26. Thank you foryour attention HéloïseBroutin
- 27. References • http://en.wikipedia.org/wiki/BMW • http://alfredlargange.blogspot.fr/2007/10/etude-de-cas-la-bmw- z3_08.html • http://www.grin.com/en/e-book/35573/a-case-analysis-exploring- customer-attitudes-on-bmw • http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw • http://www.bmwblog.com/2009/10/09/bmw-unveils-clever-concept • http://thekneeslider.com/archives/2006/04/27/carver-and-clever- tilting-3-wheelers/ • http://www.journaldunet.com/economie/magazine/riche-ville/ • http://www.asso-scooter.org/Trois-roues-Renault-et-Bmw • http://www.bmwblog.com/2009/10/09/bmw-unveils-clever- concept/ • www.parismarathon.com • http://www.kpmg.com/GE/en/IssuesAndInsights/ArticlesPublications/D ocuments/Global-automotive-executive-survey-2012.pdf (p7) HéloïseBroutin