宝马MINI汽车marketing.ppt

宝马MINI汽车marketing
MINI Product Life Cycle
0
50
100
150
200
250
300
350
400
1959
1963
1967
1971
1975
19宝马MINI汽车marketing
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
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’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
Exclusive
Available
Low
High
Price positioning
Brand positioning
Existing
Existing
New
New
Markets
Product/Services
Puma MINI
Rally Racing
Movie – Italian Job
Global expansion
Revival of an icon
Clothing
Toys
Accessories
US Market
Financial Services
Core Values
Advertising
Promotion
Warranty
Let’s Motor!
Let’s Go on Tour!
It’s Love.
Percentage of BMW Sales by Model (2003)
18%
48%
15%
5%
5%
9%
0%
MINI
3 Series
5 Series
7 Series
Z4
X5
Z8
History in a MINI(ute)
Rebuild MINI
Go Global
FUTURE
谢谢！