BMW FILMS

Megha Misra Remi Delrue Ritika Gujral Sammy Nguyen

 Introduction
 In early 2000: highest result of BMW

 Opportunity to do a pure branding advertising but with a

limited budget
Non traditionnal : 5 BMWFilm on the Internet (The Hire)

Success outruns the expectation

 Problem : How to do an encore?

• Spread the films on other media

• Develop new films
• Create a two-hour movie
• Move on to another campaign
 Target Customer
Demographic data Lifestyle data
• generally male • Tended to be leaders
• 46 years old •Towards Perfectionists
• well-educated •Value Time, Love Travelling
• Married with no children •Sporty
• Median Income •Tech-savvy
•High frequency in terms of the
Internet usage
•Loyal to the brand
Driving Experience
•Car is an extension to the home, a form of
personal expression
•The most pleasurable time in a day

“People who tended to be leaders, who worked hard, played

hard and achieved a lot very early in life”
 CSPP Index
Socially Conscious
Socially Conscious
and Preferences
Taste and
Taste
Society
Preferences
Affluent
Affluent
Cultural Married
Married -Small
-Small Family
Family – – No
No children
children
Affluent
Affluent Environment
Environment
Luxurious
Luxurious life
life
Like
Like Socializing
Socializing

Personality
Personal
Personal Tastes
Tastes and
and Preferences
Preferences
Well
Well educated and working
educated and working
Adventurous/Sporty
Adventurous/Sporty
Leadership
Leadership traits
traits
Hardworking
Hardworking Value Time
Value Time
Passionate, Perfectionists
Passionate, Perfectionists Attention to Detail
Attention to Detail
Tech-
Tech- Savvy
Savvy Early achievers
Early achievers
Brand
Brand Loyal
Loyal Psychology
High
High Disposable
Disposable Income
Income
Observable and Non-Observable
Factors
Socially Conscious
Socially Conscious
and Preferences
Taste and
Taste Preferences Society
Affluent
Affluent Married
Married -Small
-Small Family
Family –– No
No children
children
Cultural Affluent
Affluent Environment
Environment
Luxurious
Luxurious life
life
Like
Like Socializing
Socializing

Personality
Personal
Personal Tastes
Tastes and
and Preferences
Preferences
Well
Well educated
educated and
and working
working
Perfectionists
Perfectionists
Adventurous/Sporty
Adventurous/Sporty
Leadership
Leadership traits
traits Value Time
Value Time
Hardworking
Hardworking Attention to Detail
Attention to Detail
Passionate,
Passionate, Perfectionist
Perfectionist
Tech- Early achievers
Early
Tech- Savvy
achievers
Savvy
Brand
Brand Loyalty
Loyalty
Psychology
High
High Disposable
Disposable Income
Income
 Triadic Model
Product Stimulus

Customer
Response

External stimulus Internal stimulus

•Perfectionists
•Affluent •Personal Preferences
•Taste and Preferences •Adventurous/Sporty
•Socially Conscious •Leadership traits
•Married -Small Family •Hardworking
– No children •Passionate
•Brand Loyalty
•Luxurious life
•Early achievers
•Like Socializing
•Attention to Detail
•Value Time
MARKETING MIX MERCEDES – BENZ
Product 4 classes from Entry level
Sedans to Flagship
Sedans
Price $30,595 - $71,445
Promotion “enjoy yourself, it’s later
than you think” tagline
Younger, hipper themes
and music to promote its
cars to a younger
demographic
Place
Brand Image Long Standing image of
classis prestige and status
Conservative
LEXUS
Entry level Sedans to
Flagship Sedans.
$31,350 - $54,750
Double budget for large-scale
advertising campaign
compared to BMW’s
1990s: fewer than 150
dealers.
Small number of exclusive
but high-quality dealerships,
excellent services
High quality, Excellent
service, Japanese
Manufacturer, Mid-High
range
BMW
BMW Sedans (3, 5, and 7 Series; Z Series; SUV)
$27,635 - $67,545. Aggressive pricing on the two
models (maintaining the 10-15% premium over the
Japanese brands)
A bunch of different media:
1970s – Ultimate Driving Machine Campaign, Dual
Positioning – Prestige and Performance
1990s – Ads became more edgier and youthful.
“The world’s most exciting luxury cars.”
Non traditional advertising campaigns - first mover
advantage: James Bond films – Golden Eye (Z3),
Tomorrow Never Dies (7 Series)
2000 & beyond: provocative and non-traditional
advertising:
6 min Short Films for the Internets – “The Hire” –
A-List directors, actors, production values,
www.bmwfilms.com ; “BMW Films”
Dealerships
1990s – 400 dealers in US (106 exclusive dealers).
>> Reducing Dealer frustration and increasing
consistency of customer services at dealerships by
DOS application
Modern, sporty duo “prestige and Performance”.
Superb handling and German Engineering
 VALUE CREATION
B
B
ra
ra
n
n
d •BMW is BMW – Luxury car with German Excellence
d
E
E
ss
ss
en
Brand Reflection of the personality of the BMW user
en
Brand •Innovative and Creative (First mover)
ce
Personalit
ce
Personalit •Stylish, Sporty, Powerful, luxurious
yy
• Feelings of owning the best sporty car: Power, High quality & Luxury
Emotional • Feelings of confidence when driving, form of personal expression
Emotional Benefits
Benefits • Sense of Affluence and style

• The Ultimate Driving Machine with Superb handling and German

Product Engineering
Product Benefit
Benefit •Convenience (feature set)

••High
High price
price
Product ••High
Product Attribute
Attribute High quality
quality with
with high
high technology
technology
•• New
New models,
models, well
well equipped
equipped
 Z FACTORS
 Antecedent Factors
 High Usage of Internet, tech-Savvy TA(85%)
 Sporty and performance Oriented Personality of the TA
 Non traditional advertising campaigns (accompanied with Z3 – Golden Eye)
 Limited budget, maximum impact

 Component Factors
 Director, actors, Script
 Website

 Intervening Factors
 Accelerator – Space for making comments on the website, Media Publicity,
Usage of the name ‘BMW Films’, Television trailer advertising
 Decelerator – Limited advertising spend, Limited Internet Access, Time
consuming for non- Quick Time/Real Player users
 Extraneous Factors
 ‘Copycat’ movie placements by competing car manufactures
 Competitors Marketing Spend
 Memory factors

Inputs
• Affluent, socially conscious, luxurious
life , sporty, passionate, tech savvy,
loyalty , value time, early achievers.
• Marketing Mix

Short Term Memory Long Term Memory

(brand association) (brand recall)
• Action - German Technology
• Speed - Prestigious, Sporty,

• Super Handling - Luxury

• Technology
• Celebrity

Want
• Be a part of the sporty affluent group
• Own or upgrade their car
Brand Purchase
• Achieve a lotIntention
early in life
• Test drive
• Comparison
Necessary with Competitors
Actions/ Outcome
• Spread word of mouth
Response
• Make Inquiries in showrooms
•Conversion to purchase
•Referrals
 RECOMMENDATIONS
 Don’t make more films or continue with them – Will dilute the successful
impact that had been created
 Do something new and unique
1. “Experience BMW at your doorstep” – Personalized Test Drives demanded by
their TA at anytime
2. Exclusive Parties for BMW Loyalists
3. Online Forums
 Creates a sense of exclusivity and personal experience
 Facilitates you to get closer to your TA
4. Sport Sponsoring: Racing competition, Golf, etc. which reveal BMW’s image:
LUXURY + PRESTIGE + SPORTY (PERFORMANCE)
THANK YOU !