Strategic Marketing ess Strategic Marketing ess 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 ? 2003-North American Car of the Year — Car of the Year Awards ? 2003-Sporting Car of the Year — Auto Express History in a History in a MINI(ute MINI(ute ) ) Rebuild MINI Rebuild MINI Go Global Go Global Into the Future Into the Future 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) Turning the Corner 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 Let Let ’’ s Mess With Perfection! s Mess With Perfection!
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