宝马MINI汽车宣传
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MINI Brand name
Design improvement
Inspiration Icon
Insurance Warranty
College Graduate Program
British Bulldog
Individuality
Economic
Focus on Customer
service
Magazine
• 2002-Britain’s Best Hot Hatch — Autocar Magazine
••22000033--SNpoorrtthinAgmCearricoafnthCear of the YeYaerar —Car o—f thAeutYoeEaxr pArweassrds
HIRinsGtetoobrtuGyhilelidonFbMauaItlMNuIrNe I(ute)
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
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.
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
Price positioning
Low
High
Available
Brand positioning
Exclusive
Existing
Байду номын сангаас
Product/Services
New
➢Core Values ➢ Advertising ➢ Promotion ➢ Warranty
➢ Revival of an icon ➢ Clothing ➢ Toys ➢ Accessories
Leasing
Core Product
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
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
Design improvement
Inspiration Icon
Insurance Warranty
College Graduate Program
British Bulldog
Individuality
Economic
Focus on Customer
service
Magazine
• 2002-Britain’s Best Hot Hatch — Autocar Magazine
••22000033--SNpoorrtthinAgmCearricoafnthCear of the YeYaerar —Car o—f thAeutYoeEaxr pArweassrds
HIRinsGtetoobrtuGyhilelidonFbMauaItlMNuIrNe I(ute)
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
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.
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
Price positioning
Low
High
Available
Brand positioning
Exclusive
Existing
Байду номын сангаас
Product/Services
New
➢Core Values ➢ Advertising ➢ Promotion ➢ Warranty
➢ Revival of an icon ➢ Clothing ➢ Toys ➢ Accessories
Leasing
Core Product
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
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