Business / Bmw Marketing Strategy
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Autor: anton 06 January 2011
Words: 867 | Pages: 4
For the purpose of this assignment, I will choose BMW, the luxury automobile maker that has established a mark for itself in the luxury car segment with its high performance cars. BMW is a powerful brand that is truly experienced by car lovers all over the world as a symbol of performance, power and luxury, all combined into its power packed machines that are treat to watch, drive and possess. That's why, it is truly known as the "Ultimate driving Machine".
BMW has been able to live on to its brand's promise due to three major factors: consistency, patience and a simple, upbeat message. It has been beating the drum for the last many years that BMW offers customers the ultimate driving machine. BMW is very, very consistent in providing the product line that echoes what the brand is all about. It's high quality and products with superior engineering quality and performance has overshadowed other manufacturers in its category.
BMW has never compromised on its product quality and engineering superiority and has delivered the promise that people have expected from this brand: Power, Performance and Luxury.
BMW's business strategy has been perfectly aligned to its overall brand strategy, and that's what makes them so successful. BMW has always designed and built cars with much greater responsiveness to a driverÐ²Ð‚â„¢s actions, providing a better sense of the road beneath and offering greatly enhanced control. BMWÐ²Ð‚â„¢s tighter feel and enhanced responsiveness gave drivers the sense they were in complete control, something no other brand of automobile offered. This handling advantage was greatly appreciated by sports car aficionados and car enthusiasts.
BMW's brand incorporates the five senses perfectly. The roaring sound of a BMW engine is a music to the ears of performance car lovers and sports car enthusiasts. For the car lovers all over the world, there cannot be a prettier sight than a BMW speeding away in front of them on a clear highway. It is a treat for the eyes and hears to see a BMW running away in front of you, displaying its full performance capabilities and superior engineering quality.
No one can better explain the feeling behind the wheels of a BMW car than a motor enthusiast. As soon as you push your feet against the throttle, the strong horsepower behind the power packed BMW machines take you into a different world altogether. It is this strong feeling associated with driving a BMW that car lovers find it extremely difficult to switch to a different brand after driving a BMW machine.
Brands like Mercedes have been associated with luxury, quality and precision engineering. BMW has gone a step ahead and established itself as a brand associated with luxury, quality and precision engineering, all packed into a power packed vehicle full of performance.
The whole feeling of owning a BMW gives a sense of thrill, excitement and enthusiasm to the buyer. When you are driving an invigorating, sculpted machine such as the BMW, all five senses confirm one belief Ð²Ð‚â€œ you are ALIVE! The sense of sight, hearing, touch, smell and taste all stand out when you are behind the wheel of the class-leading BMW's.
Smashing your brand requires attention to every detail beyond the logo. It covers every signal, every tone, touch or shape of your product. BMW has exactly done this. It has perfectly delivered the promise made by the brand all over the years by producing cars that perfectly lives up to the claims made by the BMW brand: Luxury, Superior engineering and performance, all packed into a car that provides the ultimate driving experience.
The idea of smashing your brand is simple. "Identifying the components you want to be famous for and leverage the fact that the logo is only a very small component of your overall brand visibility is key. Consider what your brand should be well known for in five years time from today and then consistently begin to build up the association with your signals. But be consistent and be persistent. Changing strategy half- way can be dangerous.
BMW has exactly done this. It has been consistent in terms of pursuing its branding strategy. Even if you remove the BMW logo today, the characteristics associated with BMW brand, i.e., power, performance and high quality engineering can easily recognize the brand.
Strategy to make the brand even stronger:
To make this brand even stronger, BMW needs to focus on developing customized strategies in new emerging markets that are slated to become in the next few years, such as India. Although it should never compromise on its brand positioning and should continue to adhere to its consistent branding strategy, minor modifications or customizations in terms of brand positioning in markets like India will give its global sales a strong boost.
Although BMW is a brand that is recognizable all over the world for its performance and power, BMW can rule the hearts of people in each different nation by appealing the peculiar five senses of people living in these different countries that are truly different from each other in terms of culture, preferences, etc.
I would never ask BMW to modify or change its brand strategy, but will only ask for minor tweaks and modifications to suit the peculiar preferences of consumers in different nations.
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