It’s time we all applaud this century

of excellence!

BMWa name that defines

luxury since 1916

This LOGO is extremely deceptiveand only recently, the makersrevealed the true meaning of thischequered design

it symbolises the colours of free state of Bavaria – headquarters of BMW

BMW’s luxury lifestyle since its inception

DIXI – BMW’s first car, based on Austin 7

BMW owners around the worldI own THE best car in the world, I can die in peace now!

A level of impeccable

satisfaction ;A few real life examples to show why BMW is not only a car, but a testimony of one’s

success

Shah rukh khan with his brand new bmw i8, which has already created

a lot of buzz on social media

Sachin Tendulkar is the brand ambassador of bmw india and is an ardent lover of bmw’s products

BMW is also famous for its high-end motorbikes which they began producing only after World War I

Recession of 2008- 09

BMW’s sales revenues slipped by around 4.7% whenrecession hit the global economy in 2008-09 ; Vehiclerevenues by 10.4% while the automotive division was down by10.3%, yet BMW remained the strongest contender ofproducing world’s most premium vehicles without loweringtheir price

What are the pros and cons to BMW’sselective target marketing? What has thefirm done well over the years and wherecould it improve?

BMW’s biggest strength lies in their loyal well-to-do customer base

BMW’s straightforward ignorance of the masses pose a great deal of threat to them

in terms of revenues with strong competition from other automobile

industries

They have created a strong brand value for themselves which makes their customers believe that owning a BMW is a sign of

their lavish lifestyle and professional success

BMW’s sales slipped during the worldwiderecession in 2008 and 2009. Is its segmentationstrategy too selective? Why or Why not?

Recession hit revenues of almost all brands andBMW was no exception. BMW’s segmentationstrategy works perfectly in their favour becausethe loss in 2008-09 was due to a global economiccrisis and not because of a loss in target market

Under these circumstances, if BMW would havemoved to production of automobiles for themasses, that might have backfired at them. BMW’starget market is the upper-class society of thisworld who would not hesitate buying a high-endcar even in tough times. Hence, BMW staying putwith their loyal customers was a wise decision.

TARGET MARKET SEGMENTATION

DEMOGRAPHIC SEGMENTATION

GEOGRAPHIC SEGMENTATION

BEHAVIOURAL SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION

MAJOR SPONSORSHIP DEALS

ENVIRONMENTAL IMPACT

Environmental impact

The logo’s history

All about BMW:founders to revenues

High profile owners

Marketing strategies Sponsorship deals

Bmw motorradRecession of 2008-09

Mini cases and their solutions

disclaimerPrepared, Designed & Delivered by

Sounak Deb, Jadavpur University during a marketing internship by

Prof. Sameer Mathur, IIM Lucknow

`