宝马MINI汽车marketing
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•service
•Leasing
•Intangibles •Core Product
•Retail Financing
•
Let’s Mess With Perfection!
•
•EYE-CATCHING •PERFECTLY BALANCED
•POWER PACKED •REFINED
•
Let’s Evolve!
•Rally Racing
•Payment •plans
•History
•Personality
Leabharlann Baidu•Lets motor
•Optional extras
•Value for
•Money
•Safety •From •Driving
•standards Mini to •experienc
MINI
e
•Brand
➢ Revival of an icon ➢ Clothing ➢ Toys ➢ Accessories
➢ Puma MINI ➢ Rally Racing ➢ Movie – Italian Job ➢ Global expansion
➢ US Market ➢ Financial Services
•
•
•Price positioning
•Low
•High
•Available
•Brand positioning
•
•Exclusive
•Markets •Existing
•Existing
•Product/Services
•New
➢Core Values ➢ Advertising ➢ Promotion ➢ Warranty
•
•History in a MINI(ute) •R•GeobuGilldobMaIlNI
•
FUTURE
•
宝马MINI汽车 marketing
2020年7月9日星期四
• 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
name
•Inspiration
•Insurance •Warranty
•Funky
•College Graduate Program
•British Bulldog
•Design improvement
•Individuality
•Ico n
•Economic
•Focus on •Customer
• 2002-Britain’s Best Hot Hatch — Autocar Magazine
•
••22000033--SNpoorrtthinAgmCearricoafnthCeaYreoafrthe Year ——ACutaor EofxpthreesYsear Awards
•
•H••IRin•sGtetoobrtuGyhilelidonFbMauaItlMNuIrNe I(ute)
•New
•
Let’s Motor!
•
•
Let’s Go on Tour!
•
•
•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
“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
•
•
•
•Volume (`000)
•MINI Product Life Cycle
•400 •350 •300 •250 •200 •150 •100 •50
•0
•Year
•
•High resale
•Turning the value Corner
•Services
•Website
•Fun
•Heritage
•Leasing
•Intangibles •Core Product
•Retail Financing
•
Let’s Mess With Perfection!
•
•EYE-CATCHING •PERFECTLY BALANCED
•POWER PACKED •REFINED
•
Let’s Evolve!
•Rally Racing
•Payment •plans
•History
•Personality
Leabharlann Baidu•Lets motor
•Optional extras
•Value for
•Money
•Safety •From •Driving
•standards Mini to •experienc
MINI
e
•Brand
➢ Revival of an icon ➢ Clothing ➢ Toys ➢ Accessories
➢ Puma MINI ➢ Rally Racing ➢ Movie – Italian Job ➢ Global expansion
➢ US Market ➢ Financial Services
•
•
•Price positioning
•Low
•High
•Available
•Brand positioning
•
•Exclusive
•Markets •Existing
•Existing
•Product/Services
•New
➢Core Values ➢ Advertising ➢ Promotion ➢ Warranty
•
•History in a MINI(ute) •R•GeobuGilldobMaIlNI
•
FUTURE
•
宝马MINI汽车 marketing
2020年7月9日星期四
• 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
name
•Inspiration
•Insurance •Warranty
•Funky
•College Graduate Program
•British Bulldog
•Design improvement
•Individuality
•Ico n
•Economic
•Focus on •Customer
• 2002-Britain’s Best Hot Hatch — Autocar Magazine
•
••22000033--SNpoorrtthinAgmCearricoafnthCeaYreoafrthe Year ——ACutaor EofxpthreesYsear Awards
•
•H••IRin•sGtetoobrtuGyhilelidonFbMauaItlMNuIrNe I(ute)
•New
•
Let’s Motor!
•
•
Let’s Go on Tour!
•
•
•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
“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
•
•
•
•Volume (`000)
•MINI Product Life Cycle
•400 •350 •300 •250 •200 •150 •100 •50
•0
•Year
•
•High resale
•Turning the value Corner
•Services
•Website
•Fun
•Heritage