宝马MINI汽车marketing(1).ppt

Strategic Marketing Success
MINI
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2001-Best of the Best: MINI- Most Fun — Auto Week Magazine
2001-Car of the Year —Car Magazine
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2002-Grand Prix Award — European Car Magazine
2002-Britain’s Best Hot Hatch — Autocar Magazine
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2003-North American Car of the Year —Car of the Year Awards
2003-Sporting Car of the Year — Auto Express
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History in a MINI(ute)
Rebuild MINI
Go Global
Into the Future
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MINI Product Life Cycle
0
50
100
150
200
250
300
350
400
1959
1963
1967
1971
1975
1979
1983
1987
1991
1995
1999
Year
Volume (`000)
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Turning the Corner
Services
Intangibles
Core Product
Insurance
Warranty
Fun
British Bulldog
Individuality
Inspiration
Rally Racing
College Graduate Program
History
Heritage
Value for
Money
Economic
Personality
From Mini to MINI
Design improvement
Lets motor
Funky
Icon
Leasing
High resale value
Payment
plans
Retail Financing
Optional extras
Focus on
Customer
service
Website
Brand name
Driving
experience
Safety
standards
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Let’s Mess With Perfection!
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