宝马MINI汽车PPT

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 2002-Britain’s Best Hot Hatch — Autocar Magazine
High resale value
Services
Intangibles
Core Product
Optional extras
Value for Money
Inspiration
Insurance Warranty
Funky
Icon Focus on Customer service
Economic
Low
Price positioning
High
Available
Brand positioning
Exclusive
Product/Services Existing New
Markets
Core Values Advertising Promotion Warranty
Revival of an icon Clothing Toys Accessories
Let’s Repeat History.
Let’sLet’s be thegenerationsgood genes. stand on the shoulders of giants. Let’s inspire product of to come. Let’sLet’s continueeyes legacies. bonnet. inherit Dad’s in the footsteps of Let’s MOTOR! Let’s carry out and Mom’s Let’sLet’s show and John Cooper. remember who pride. Sir Alec Issigonis somegot us here.
Existing
Puma MINI Rally Racing Movie – Italian Job Global expansion
US Market Financial Services
New
Let’s Motor!
Let’s Go on Tour!
It’s Love.
2003-North American Car of the Year 2003-Sporting Car of the Year —Car of the Year Awards — Auto Express
History in MINI Into the Future Rebuild a MINI(ute) Go Global
Percentage of BMW Sales by Model (2003)
9% 0% 5% 5%
18%
MINI 3 Series 5 Series 7 Series Z4 X5 Z8
15%
48%
wk.baidu.com
History in a MINI(ute)
Rebuild MINI Go Global
FUTURE
MINI Product Life Cycle
400 350 300 250 200 150 100 50 0 Volume (`000)
Year
Turning the Corner
Website Heritage Fun Rally Racing Payment plans History Personality From Driving Safety standards Mini to experience MINI Brand name Design improvement British Bulldog College Graduate Program Individuality Leasing Lets motor
Retail Financing
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