OPPapers.com

Bmw

1. What the BMWFilms idea a good one? How successful has the camping been?

2. What was the motivation behind the idea? Who was the target market for
the BMWFilms campaign?

3. Describe the Typical North American BMW customer. How does BMW's U.S.
customer base compare to that of its competitors?

4. How healthy is the BMW brand in North America, relative to previous
years? What (if any) are the current weaknesses in the BMW brand? What do
you make of BMW's growth strategy?

5. What should McDowell do? Which option should he pick?

Ôèëüìû BMW
Áûë àâãóñò 2001 ãîäà è Äæèì Ìàêäàóýëë, âèöå-ïðåçèäåíò ïî ìàðêåòèíãó BMW â Ñåâåðíîé Àìåðèêå, ðàçìûøëÿë íàä ïîñëåäíåé ìàðêåòèíãîâîé êàìïàíèåé BMW ñèäÿ ïåðåä ñâîèì êîìïüþòåðîì
Ëþäè íåãàòèâíî ðåàãèðóþò íà áåñïëàòíûé ìåðêàíòèëèçì. Íî â íàøèõ ôèëüìàõ òðàíñïîðòíûå ñðåäñòâà BMW íå áåñïëàòíûå äåêîðàöèè; îíè - àêòåðû íà ñöåíå. Îíè íå äëÿ êðàñîòû. Îíè-ó÷àñòíèêè. Êàæäûé àâòîìîáèëü - òàì, ïîòîìó ÷òî ýòî - î÷åíü âàæíûé àêòåð â ðàçâèòèè ñþæåòà.
McDowell äâèíóëñÿ âïåðåä è íàæàë êíîïêó "Play" íà ýêðàíå. Íà êîìïüþòåðíîì ìîíèòîðå ðàçâîðà÷èâàëàñü ñöåíà êèíî. Ñöåíà áûëà ÷àñòüþ ïîñëåäíåé ìàðêåòèíãîâîé êàìïàíèè BMW - ïÿòü êîðîòêèõ ôèëüìîâ, ñîçäàííûõ äëÿ Èíòåðíåòà. Ñäåëàííûå âñåìèðíî èçâåñòíûìè ëþäüìè ôèëüìû ñîäåðæàëè çàõâàòûâàþùóþ èñòîðèþ è ïðîèçâîäèëè îãðîìíîå âïå÷àòëåíèå.
Äâà Òèáåòñêèõ ìîíàõà, îäíîìó èç êîòîðûõ òîëüêî âîñåìü ëåò, ðàññìàòðèâàþò çàìåðçøèé êîíòåéíåð íà ïåðåãðóçî÷íîì äâîðå. Âîäèòåëü â BMW 540i. Áîëåå ìîëîäîìó ìîíàõó ïîìîãàþò çàáðàòüñÿ â àâòîìîáèëü. Âîäèòåëü ðåãóëèðóåò çåðêàëî çàäíåãî âèäà, ÷òîáû êîíòðîëèðîâàòü ïàññàæèðà. Îíè îöåíèâàþò äðóã äðóãà. Äâå ïàðû ôàð âíåçàïíî ïîÿâëÿþòñÿ âî äâîðå. Íà÷èíàåòñÿ ïîãîíÿ; ðàñêîðìëåííûé Ìåðñåäåñ è ëîâêàÿ Õîíäà îáúåäèíÿþòñÿ, ÷òîáû çàìàíèòü â ëîâóøêó 540i. Àâòîìàòè÷åñêîå îðóæèå ïîÿâëÿåòñÿ íà çàäíåì ïëàíå, è äàëüøå òîëüêî òåìíûå èçîáðàæåíèÿ çàìåðøèõ êîíòåéíåðîâ.  Áðåä êàêîé-òî
"Ýòî - ìîé ëþáèìûé ôèëüì.»- çàìåòèë Ìàêäàóýëë...