Chap. 7 - Business Marketing

Bmw is brand that is made by the same people who make Mini and Rolls Royce. With producing over 1,481,253 automobiles and 112,271 motorcycles around all brands, since 1926, they have become a great name in the car industry. Mini, is partnering up with Burton snowboard company for the second time to host an annual snowboarding competition. Mini is supporting the Burton Global Open Series. These competitions get tens of thousands of fans, and many professional snowboarders. They give out an "Creative Use of Space" award for the snowboarder who does the best tricks. The winners receive $85,000, and a brand new MINI Countryman, with plenty of room for a snowboarding kit.

Here you see Mini and Burton working together. Burton is trying to show how snowboarding is   becoming a culture, and Mini wants to be involved.

Heres the Countryman riders will win.

Chap. 8 - Segmenting and Target Markets

In 2000, BMW suggested new cars to redesign there product line. These new cars are reflecting off customer taste and behavior. The chief executive says "Taste is changing. Customers are slicing the market into more focused pieces. BMW regularly does research on there customers occupations and hobbies. In the 1990's, they sensed different people were buying luxury cars. These new customers included aging baby boomers, yuppies who had started families, and liberal minded wealthy professionals. Research was shown that these people wanted more choice and more eye-catching design for there changing lifestyles. Bmw is very clear with there target markets, they target premium priced cars that don't compete with other parts of the auto industry. They focus more on the luxury rather than high volume, middle-of-road vehicles. This is what makes Bmw one of the most profitable automobile makers. Sometimes Bmw will begin to see that they are selling more to outside of there target market, it usually can be a good thing. The Bmw Z3 had a target market of men and women over the age of 40, people who are thinking about the car they wanted all there life. But, now the car became sort of a toy for wealthy people in there twenty's. It wouldn't be a problem for Bmw to start selling to more wealthy people. But, the marketers would have to have kind of an idea of who is buying there product, so they can deal with there wants and needs for future sales.

Bmw Holiday Sales Event

For the 2011 holiday season BMW will have a "mission to drive sales event". They are promoting there new 6 series that is featured in the new movie Mission Impossible: Ghost Protocol. They will be offering test drives to any car on the BMW line up. Also offering up to 2,500 dollars cash back on the new 2012 models, credits on some of there models, and 0% financing for 24 months.

Chap. 11 - Developing and Managing Products

Every year BMW develops new products and improve other products to keep with the moving world. For example the in 2008 they changed the head and tail lights to LED. All products developed are meant for a market, and every aspect developed into the car is at reason for the market best trying to sell to. Bmw also shows how even the sounds of the car show the quality of the car, they say how there sound is some what long and classical. They are now developing and new car to release in 2013, the BMW i3 (also called Mega City Vehicle). It will have an all electric range of 31 miles. It will also be a plug in to charge. The car will be 4 door, 4 passenger and will be a bit bigger than the 1 series. It will have a 134 horsepower electric motor running on lithium ion batteries. These cars will be manufactured in a new plant in Moses Lake, Washington, which costed 100 million dollars. The raw materials will be shipped from Japan, and cars will be shipped back to Germany where parts will be fabricated. The market for this new product will be in big cities around the world (US, France, Germany, and the UK).

Here BMW Compares there sound with Mini Sound.

Here they show the development of the BMW products and how it was done in 1984.

Chap. 16 - Integrated Marketing Communications

BMW has many ways of promoting there products. In 2000, they put out videos online that were called BMW films to support there campaign of "Ultimate Driving Machine". From 2001 to 2002 they put out a BMW films series called "The Hire". It was a series of 8 films at about 10 minutes each. They starred an actor Clive Owen and it showed what BMW cars can do and there performances. Madonna, James Brown, Marilyn Manson, and many other celebrities starred in these films. 10 million films had been viewed on bmwfilms.com and 2 million people registered to the site. These films can be classified as branded entertainment, where it can be looked at like a hollywood blockbuster. 85% of people who BMW buyers looked and there website first.  The use of media is   increasing and finding ways to use it more and more to communicate with your costumers is a big factor to the company. By putting these films on there site they are reducing the money spent on TV advertising. 94% of people recommended these films to other people and by 2005 when they took the films off the site, they had been viewed 100 million times.

Here in this film BMW shows a leader in innovation and the domination of a luxury car.