宝马MINI汽车分析

Volume (`000)
MINI Product Life Cycle
400 350 300 250 200 150 100 50
0
Year
High resale
Turning thevalue Corner
Website
Heritage
Payment plans
Fun
Rally Racing
Services Intangibles
History
Personality
Lets motor
Optional extras
Value for Money
Funky
Safety From Driving standards Mini to experience
MINI Brand name
Design improvement
Let’s Mess With Perfection!
EYE-CATCHING PERFECTLY BALANCED
POWER PACKED REFINED
Let’s Evolve!
“And then there’s the fact that it’s a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britain’s best hot hatch, May 2002
• 2002-Britain’s Best Hot Hatch — Autocar Magazine
பைடு நூலகம்
••22000033--SNpoorrtthinAgmCearricoafnthCeaYr eoaf rthe Year ——ACutaor EofxpthreesYsear Awards
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It’s Love.
Percentage of BMW Sales by Model (2003)
9% 0% 5%
5%
18%
15%
48%
MINI 3 Series 5 Series 7 Series Z4 X5 Z8
History in a MINI(ute) RGeobuGilldobMaIlNI
Markets Existing
New
➢ Puma MINI ➢ Rally Racing ➢ Movie – Italian Job ➢ Global expansion
➢ US Market ➢ Financial Services
Let’s Motor!
Let’s Go on Tour!
FUTURE
Let’s Repeat History.
Let’s MOTOR! Let’LseLste’tsta’snindbseopnitrhetehgepersnohedoruauctlitdooenfrssgtooofcdgoigamenent.se.s.
Let’sLienth’seLrceitot’Dnstacindau’rsreyeiynoeutsht elaenfgodaocMtiseotsme.p’ss boof nnet. SiLr eAtl’esLcreeItsm’seisgmhoobnweisr sawonhmdoeJgopohrtindueCs.ohoepree.r.
Price positioning
Low
High
Available
Brand positioning
Exclusive
Existing
Product/Services
New
➢Core Values ➢ Advertising ➢ Promotion ➢ Warranty
➢ Revival of an icon ➢ Clothing ➢ Toys ➢ Accessories
Strategic Marketing Success
MINI
• 2001-Best of the Best: MINI- Most Fun — Auto Week Magazine
• 2001-Car of the Year —Car Magazine
• 2002-Grand Prix Award — European Car Magazine
Inspiration Icon
Insurance Warranty
College Graduate Program
British Bulldog
Individuality
Economic
Focus on Customer
service
Leasing
Core Product
Retail Financing