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Bmw Films. 1. What were the objectives of the BMWFilms campaign? In
the early 1990’s BMW’s performance in the US had reached ...
BMW Films. BMW Films Case Summary In the early 1990’s BMW was in trouble,
so much trouble that rumors of BMW withdrawing all together ...
BMW Films. ... BMW is a producer of automobile, and not films. BMW should consider how
to refocus the attention of the public on its brand promise and message. ...
... The most important reason why BMW can be so successful in North America is its BMW
Films, innovative IMC plan, integrating a marketing campaign with TV, print ...
... With BMW viral Marketing started developing BMW Films was the driving force of BMW's
successful interactive marketing campaign, the "Ultimate Driving Machine ...
Submitted by joeyboom111 on March 11, 2008
Category: Business
Words: 292 | Pages: 2
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BMW Films
Case Summary
In the early 1990’s BMW was in trouble, so much trouble that rumors of BMW withdrawing all together from the US swirled about the automotive community. The ride on top of the luxury car market from the 1980’s was over, Lexus had taken over the top spot and other Japanese manufacturers where close behind. These Japanese cars had superior quality and durability, they were backed by a more exclusive dealer net work and offered service at a substantially lower price point then BMW. The situation required action by BMW in the from of the following:
• Release of the completely redesigned 325
• Release of the 740i with a V8 engine
• Aggressive pricing on the two models (maintaining the 10-15% premium over the Japanese brands)
• Reorganized dealer network – DOS (Dealer Operating System)
• Release of the Z3
These actions coupled with continued research and technological improvements to the vehicles and features launched BMW back toward the top of the luxury market.
SWOT
Strengths:
• Core Product Lines
• New product releases (325, 750)
• New product lines (6 series)
• Consumer Reaction and “Buzz” around the 5 films
• Media Reaction to films
• Excellent balance of prestige and performance
• Display of vehicle performance in films
• Unique Customer loyalty
• Great product structure to “up sell” customers from one car to the next”
• Technology savvy consumers
• Unique “psychographic” served
• First major vehicle movie product placement – The Z3 in Goldeneye
Opportunities:
• Lower end market segment (1 Series)
• Small SUV (X3)
Opportunities: (Continued…)
• Performance editions of all lines (M3, M5, M6, M Roadster, M coupe)
• BMW Driving School
• Additional Films featuring more or new products (ie....
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