Company of Ideas

Presented
by:
Prabh
Simran
Kaur
Shanu
Sharma
Debraj
What comes to your
mind?
üA car that’s fun to drive…The
Ultimate Driving Machine!!
üAn independent spirit.
üDrive to challenge conventional
wisdom.
üOffers both, substance & style.
 BMW Then & Now

1 20 20
928 00 §New campaign-Company 08
§Entered car
manufacturing in of Ideas
1920’s §Emphasis on The
§Initially failed in the Creative Class
premium segment. §Encouraged Innovation
§Gained reputation as §No compromise
manufacturer §A brand that stands for
of sports sedans such as
BMW 700, BMW 1500
§“Hofmeister Kink”
trademark design feature
§Ventured into overseas
market… USA, South
Africa, Japan, Australia
§Acquisition of “MINI” &
“LAND ROVER”
 “Company of Ideas”
üAn innovative way of marketing cars.
üWanted to connect with a class of
customers whose thinking matched
with that of BMW..
üA sure shot formula to impress this
class…
“The Creative Class”
üSharp deviation from “The Ultimate
Driving Machine”
üCompany of ideas focused on BMW
 “Company of Ideas”
Was it necessary???
As per the company’s perspective…..
ü BMW management was in need for a
change…WHY? ?
- 75% of the luxury car buyers
didn’t consider BMW at all !!
- Perception among the masses.
- Bring into forefront certain
dimensions that were unknown.
- In search of different avenues to
increase sales.
 Was it necessary???
ü To reach out to new customers.
ü To portray themselves into the
mindsets of the customers.
ü To bring in 3 major changes in..
- Product Acceptance
- Customer Satisfaction
- Further adding the new aspect
of “DELIGHT”
to customer satisfaction
Was BMW losing its
soul??

What did the critics

say???
Bad Advertising…
Threatened by
competition…
Trying to be everything
to everyone
 Shift from core brand
proposition to new age
marketing mumbo-
 S.W.O.T Analysis…

Strengths… Weaknesses…
ü Passion & ü Creeping like a
Dedication to tortoise
move forward ü Inadequate
ü Innovation market research
ü Strong expansion ü Confusion &
plan Dilution among
ü Risk taking customers
ü Consistent ü No critic’s support
communication
ü Brand
 S.W.O.T Analysis…

Opportunities… Threats…
ü Launch of new ü Increase in
plants competition
ü Belief in ü Fear of U.S. anti-
experimental trust regulations
branding ü Complacency
ü Foray into new ü Progressive
markets middle class &
ü Possible stressed
acceptance educated people
 Conclusion

BMW wanted to achieve

excellence…
So for them excellence is the
result of caring more than what
others think is wise…..
Risking more than what others
think is safe … Dreaming more
than what others think is
practical…
THANK