BMW(Bavarian Motor Works)

Nitin Rathi,Vijay Mor,Injo Navish,Komal,Vignesh ,Sandeep Gunjan,Gautam Deka,Saurabh Malik

Brand Image of BMW Driver focused luxury cars BMW wants its customers to drive around by

themselves Use of German engineering to make driving a joyful

experience. Use of latest technology and safety features. Powerful engines which are also efficient and eco

friendly Aggressive designs which are also elegant at the

same time. Rich and high quality interiors A car which can be used as a day to day car but can

also be taken to racetracks on weekends.

Focus on the cars dynamic design which distinguishes it from all its competitors.

BMW wants to showcase its ED technology which cuts on emissions without compromising on power and driving pleasure.

Competitive Environment Traditionally it was between the 3 big Germans

Audi, Mercedes and Volkswagen( in few segments ) are the key competitors for BMW.

Globally it has competition from some other brands which differ from market to market like Alfa Romeo in Italy and Lexus in US

In India BMW entered market in 2006 and became market leader in late 2010.

TG for BMW Young executives and businessmen who love to

drive

People who are passionate about there cars and are willing to pay some extra cash for quality and luxury

Young, energetic and independent individuals

BMW commercials http://www.youtube.com/watch?v=JY02BTJrrOc

Through tis ADD BMW wants show case iets latent technologie wig differentiaties it from it’s competitors. http://www.youtube.com/watch?v=_MYjowQHi28

The ADD focuses on power and driving dynamics. http://www.youtube.com/watch?v=C86SNhNhhXI&list=PL11

BB22D1894466F8&index=7

The add again shows how from the starting BMW has kept its focus on driving pleasure. http://www.youtube.com/watch?v=o2dVtQ3b3I8

The ADD focuses on BMW’s safety features. http://www.youtube.com/watch?v=XJsOzalObZ0

Print ADD that targets AUDI.

ConclusionThrough all these ads BMW wants convey the message that it focuses on driving pleasure more than anything in their cars and they make these amazing cars for the people who love to drive them.