宝马MINI汽车marketing幻灯片

Services Intangibles
History
பைடு நூலகம்
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 2019
Strategic Marketing Success
MINI
• 2019-Best of the Best: MINI- Most Fun — Auto Week Magazine
2019-Car of the Year —Car Magazine
2019-Grand Prix Award — European Car Magazine
FUTURE
Let’s Repeat History.
Let’s MOTOR! Let’LseLste’tsta’snindbseopnitrhetehgpeersnohedoruauctlitdooenfrssgtooofcdgoigamenent.se.s.
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Price positioning
Low
High
Available
Brand positioning
Exclusive
Existing
Product/Services
New
Core Values Advertising Promotion Warranty
Revival of an icon Clothing Toys Accessories
Markets Existing
New
Puma MINI Rally Racing Movie – Italian Job Global expansion
US Market Financial Services
Let’s Motor!
Let’s Go on Tour!
2019-Britain’s Best Hot Hatch — Autocar Magazine
22001199--SNpoorrtthinAgmCearricoafnthCeaYreoafrthe Year ——ACutaor EofxpthreesYsear Awards
HIRinsGtetoobrtuGyhilelidonFbMauaItlMNuIrNe I(ute)
It’s Love.
Percentage of BMW Sales by Model (2019)
9% 0% 5%
5%
18%
15%
48%
MINI 3 Series 5 Series 7 Series Z4 X5 Z8
History in a MINI(ute) RGeobuGilldobMaIlNI
Inspiration Icon
Insurance Warranty
College Graduate Program
British Bulldog
Individuality
Economic
Focus on Customer
service
Leasing
Core Product
Retail Financing
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