Bmw Z3 Roster
Case Study
BMW Z3 Roadster
Submission date: 05/12/2010
Submitted by ( Group 6):
Anand Kumar Adeppa
Pranav Prabhat
Prabhav Sharma
Ramya Gururaj
Prachi Nanda
Introduction:
BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans Phase1 which was not a run of the mill marketing campaign created a huge buzz and was deemed a huge success. The campaign revolved around the placement of the BMW Z3 in the James Bond Movie GOLDENEYE as Bonds new car. Several other non-traditional elements such as being part of the Neiman Marcus Christmas Catalog, product appearance on the Jay Leno show, and launch at Central Park ensured an out-of-the-box prelaunch. The challenge now is to leverage the buzz and design Phase II marketing strategies which will convert the interest generated into revenues for BMW.
Facts & Current Scenario: The case revolves around BMW (North America Inc.) whose Z3 Roadster’s pre-launch campaign got a very overwhelming feedback. The company now had an uphill task of designing a marketing plan to maintain the hype which was created by it’s pre-launch campaign and since, the car was to be made in Spartanburg, South Carolina, the BMW Family also had to show that they can be successful globally as well.
Purpose: The purpose of the case study is to motivate it’s dealer network and manufacture products according to the customer requirements and specifications in today’s ever-changing & competitive global market. In order to keep a consistent growth, every firm has to plan its marketing strategy and develop a
BMW Z3 Roadster
Submission date: 05/12/2010
Submitted by ( Group 6):
Anand Kumar Adeppa
Pranav Prabhat
Prabhav Sharma
Ramya Gururaj
Prachi Nanda
Introduction:
BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans Phase1 which was not a run of the mill marketing campaign created a huge buzz and was deemed a huge success. The campaign revolved around the placement of the BMW Z3 in the James Bond Movie GOLDENEYE as Bonds new car. Several other non-traditional elements such as being part of the Neiman Marcus Christmas Catalog, product appearance on the Jay Leno show, and launch at Central Park ensured an out-of-the-box prelaunch. The challenge now is to leverage the buzz and design Phase II marketing strategies which will convert the interest generated into revenues for BMW.
Facts & Current Scenario: The case revolves around BMW (North America Inc.) whose Z3 Roadster’s pre-launch campaign got a very overwhelming feedback. The company now had an uphill task of designing a marketing plan to maintain the hype which was created by it’s pre-launch campaign and since, the car was to be made in Spartanburg, South Carolina, the BMW Family also had to show that they can be successful globally as well.
Purpose: The purpose of the case study is to motivate it’s dealer network and manufacture products according to the customer requirements and specifications in today’s ever-changing & competitive global market. In order to keep a consistent growth, every firm has to plan its marketing strategy and develop a