Karl Rapp

•Set up Rapp-motorean werke for manufacturing aircraft engines.

Max Friz and

Franz Joseph Popp

•Financial backing of Camillo Castiglionni took over Rapp Motorean Werks

•Renamed it Baverische Motorean Werks

LOGO

•Inspired from the rotating propeller of the aeroplane engine

BMW Aircraft Engine

BMWFirst

Motor-cycle

BMW first 507 sports car

BMW first

sports car 503

BMW, The Dixi 3/15

BMW: BRAND ESSENCE

”The BMW brands stand for a promise of fascinating individual automobiles – a promise we do and will keep”. Part of this pledge and key to the brand inside the company is: “Never build a boring BMW”.

Twenty years ago, BMW expressed its core identity in the US and UK in the slogan ‘BMW – the ultimate driving machine’.

Globally, the brand now positions itself with the pay-off: ‘The Joy of Driving‘.

BMW: BRAND IDENTITY

In 1928, BMW licensed the Austin Seven from the British car manufacturer, which it renamed BMW 3/15. In 1933, the blue, white and black BMW spinning propeller roundel logo appeared on the grille and a six-cylinder model with the twin-kidney front grill was introduced – a feature and point of recognition for every BMW car on the road today.

BMW: BRAND EXPERIENCE

BMW believes strongly in the importance of product consistency. A considerable part of BMW’s success is attributable to its focus

on the design of both its products and its corporate and brand design. Chris Bangle, Design Director, oversees 220 artists at BMW: “We don’t make automobiles as utilitarian machines that you use to get from point A to point B. We make ‘cars’, moving works of art that express the drivers’ love of quality”.

The brand styling is carefully incorporated in the entire spectrum of dealer and customer materials - collateral, showroom interior and exterior, design tradeshow environments and manufacturing facilities.

BMW: BRAND VALUES

Quality, technology, performance and exclusivity are the BMW brand’s core values.

Research and development are ascribed high priority within the company.

For BMW, performance is more than just the ability to accelerate quickly and take corners at speed – it is a balanced harmony between beautifully designed and crafted working parts.

THE COMMUNICATIONS PROCESS

THE MARKETINGCOMMUNICATIONS MIX

Advertising: Any paid form of non-

personal presentation and promotion of ideas, goods, or services by an identified sponsor

Sales promotion: Short-term incentives to

encourage purchase or sale of a product or service

Public relations: Building good relations and

corporate image with the company’s publics using publicity, and handling unfavorable events

Personal selling: Personal presentation by the

firm’s sales force for the purpose of making sales and building customer relationships

Direct marketing: Direct communications with

targeted individuals to obtain an immediate response and lasting customer relationships

ELEMENTS IN THECOMMUNICATION PROCESS

Target audience

 A new ad campaign from the carmaker de-emphasizes the brand's performance to attract a wider, affluent audience.

The BMW Customer

Average BMW Customer Profile: Approx. 46 years old Median income = $150K Well-educated Married and no children 2/3 were male Technology is important Very loyal to the BMW brand Driving is a form of personal expression Work hard and play hard!

STEPS IN DEVELOPINGEFFECTIVE COMMUNICATION

Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to

produce desired results Rational appeals: relate to the audience’s self-interest Emotional appeals: stir up negative or positive feelings using humor,

fear, pride, joy, or even disgust Moral appeals: related the audience’s sense of right versus wrong

BMW ADVERTISING PARTNER

KBS+P

kirshenbaum bond senecal + partners

WE DOTHINGSTHATMATTER. FOR BRANDS. FOR COMPANIES. FOR OURSELVES. FOR YOU.

http://www.kbsp.com/

Bill-Board Ad

APR

IL F

OO

L’S

AD

S

;)

CONCEPT OF APRIL FOOL’S ADS

Each year WCRS (BMW's advertising agency) produces a tactical April Fool's day advert which appears in the broadsheet press on April 1st only.

Designed to teeter on the verge of credibility, therefore taking in scores of slightly less vigilant readers. 

The concepts tend to focus on a new and revolutionary piece of technology from BMW, yet push the idea just beyond the plausible.(probable; feasible; logical; conceivable)

The same format as all non-spoof BMW adverts, hence it is down to the reader to notice the difference between the plausible and the  non-plausible.

April Fool's day adverts have become a BMW tradition primarily aimed at BMW drivers as a once-a-year opportunity for them to drop their guard and have a laugh at themselves.

For Example:

The 'Toot and Calm Horn' (T.C.H.) system, which creates a noise that manages to calm, rather than aggravate the other driver so reducing the risk of road rage.

Other ideas have included remote control gadgets worthy of James Bond, with windscreen wipers on the esteemed BMW badge and insect-repellent windscreens!

The first & primary object of BMW ad is to create awareness of its brand.One of the goal of BMW advertisement is to make BMW look, not only cool, but likeable, which the brand needs.

AD BUDGET:Medium Quantity & duration Cost (approx./estimated)

Hoardings 60 in existing 20 locations, for 4 months.

96 lakhs

TV adverts 2 months package 12 crores

Ad making 2-3 9 crores

Newspaper Ads 5 ads/month for 3 months 12 lakh

Internet Marketing 50 top visited websites through google ads.

20 lakhs (can fluctuate as cost is calculated on pay-per-click basis)

Malls 20 malls at 20 locations, twice a month for 2 months.

40 lakhs

Total 226800000

Video SnippetDD advertising reaches a broad

audience

SETTING THE OVERALLCOMMUNICATION MIX

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Reaches large, geographically dispersed audiences, often with high frequency

Low cost per exposure, though overall costs are high

Consumers perceive advertised goods as more legitimate

Dramatizes company/brand Builds brand image; may stimulate

short-term sales Impersonal; one-way

communication

SETTING THE OVERALLCOMMUNICATION MIX

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Most effective tool for building buyers’ preferences, convictions, and actions

Personal interaction allows for feedback and adjustments

Relationship-oriented Buyers are more attentive Sales force represents a long-term

commitment Most expensive of the promotional

tools

SETTING THE OVERALLCOMMUNICATION MIX

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Makes use of a variety of formats: premiums, coupons, contests, etc.

Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales

Stimulates quick response Short-lived Not effective at building long-term

brand preferences

SETTING THE OVERALLCOMMUNICATION MIX

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Highly credible Many forms: news stories, news

features, events and sponsorships, etc.

Reaches many prospects missed via other forms of promotion

Dramatizes company or benefits Often the most underused element

in the promotional mix

SETTING THE OVERALLCOMMUNICATION MIX

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Many forms: Telephone marketing, direct mail, online marketing, etc.

Four distinctive characteristics: Nonpublic Immediate Customized Interactive

Well-suited to highly targeted marketing efforts

PUSH VS. PULL PROMOTION STRATEGY

To focus on long-term strategic objectives rather than push a particular model or series:

To avoid a future sales dip in a trend/fashion-driven sales cycle. This involves achieving aspirational mindshare among the elusive young driver segment, even if only in the market short-term for a luxury car.To avoid alienating or offending older luxury customers while engaged in this campaign to aggressively pursue the youth target market.To reinforce BMW’s prestige/performance brand cache in the context of a product line that is rapidly expanding.To expand and develop the marketing competencies necessary to compete effectively against players with bigger marketing budgets.

Recommendations

Year BMW MINI Rolls-Royce

Motorcycle

2005 1,122,308

200,119 692 92,01

2

2006 1,179,317

186,674 847 103,7

59

2007 1,302,774

237,700 1,029 104,3

96

2008 1,203,482

235,019 1,417 118,4

52

2009 1,043,829

213,670 918 93,24

3

2010 1,236,989

241,043 3,221 112,2

71

Annual Production

Country Make 2006 2008 Models

Germany BMW 905,057 901,898 Others

Mexico BMW 1,500 100,000BMW X3, X5, 3, 5, 7-series

Russia BMW 1,500 2,000BMW X5, X6, 5-series

United Kingdom

Mini 187,454 235,019 All Minis

Rolls-Royce 67 1,417All Rolls-Royce

Austria BMW 114,306 82,863 BMW X3

USA BMW 105,172 170,741BMW X3, X5, X6

South Africa BMW 54,782 47,980BMW 3-Series

Total 1,366,838 1,439,918

Production by country

BMW also has local assembly operation using complete knock down components in Thailand, Russia, Egypt, Indonesia, Malaysia, and Chennai, India for 3, 5, 7 series and X3

BMW nomenclature

BMW vehicles follow a certain nomenclature; usually a 3 digit number is followed by 1 or 2 letters. The first number represents the series number. The next two numbers traditionally represent the engine displacement in cubic centimetres divided by 100. However, more recent cars use those two numbers as a performance index, as e.g. the 116i, 118i and 120i (all 2,0L gas-powered), just like the 325d and 330d (both 3,0L diesel) share the same motor block while adjusting engine power through setup and turbo charging. A similar nomenclature is used by BMW Motored for their motorcycles.The system of letters can be used in combination, and is as follows:A = automatic transmissionC = coupé, last used on the BMW E46 and the BMW E63 (dropped after 2005 model year)c = cabrioletd = diesel†

e = eta (efficient economy, from the Greek letter 'η')g = compressed natural gas/CNGh = hydrogeni = fuel-injectedL = long wheelbases = sport, also means "2 dr" on E36 model††

sDrive = rear wheel driveT = touring (wagon/estate)Ti = hatchback for the BMW 3 Series hatchbackx / xDrive = BMW xDrive all wheel drive† historic nomenclature indicating "td" refers to "Turbo Diesel", not a diesel hatchback or touring model (524td, 525td)†† typically includes sport seats, spoiler, aerodynamic body kit, upgraded wheels and Limit Slip Differential on pre-95 model etc.