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    Case BMW Z3 Roadster - Background

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    astrdpp
    The document summarizes BMW's launch of the Z3 Roadster in the US market in the mid-1990s. BMW was facing declining sales in the late 1980s and early 1990s but had turned things around by 1992 by repositioning as the "Ultimate Driving Machine." For the Z3 launch, BMW's goal was to increase US unit sales to 100,000. BMW saw an opportunity in the declining motorcycle market and aimed to develop a "cult product" that could appeal to motorcycle lovers. The marketing plan focused on non-traditional methods and centered around a high-profile product placement deal for the Z3 to appear in the new James Bond film GoldenEye, matching Bond's adventurous image

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    Case BMW Z3 Roadster - Background

    Uploaded by

    astrdpp
    163 views7 pages
    The document summarizes BMW's launch of the Z3 Roadster in the US market in the mid-1990s. BMW was facing declining sales in the late 1980s and early 1990s but had turned things around by 1992 by repositioning as the "Ultimate Driving Machine." For the Z3 launch, BMW's goal was to increase US unit sales to 100,000. BMW saw an opportunity in the declining motorcycle market and aimed to develop a "cult product" that could appeal to motorcycle lovers. The marketing plan focused on non-traditional methods and centered around a high-profile product placement deal for the Z3 to appear in the new James Bond film GoldenEye, matching Bond's adventurous image

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    The document summarizes BMW's launch of the Z3 Roadster in the US market in the mid-1990s. BMW was facing declining sales in the late 1980s and early 1990s but had turned things around by 1992 by repositioning as the "Ultimate Driving Machine." For the Z3 launch, BMW's goal was to increase US unit sales to 100,000. BMW saw an opportunity in the declining motorcycle market and aimed to develop a "cult product" that could appeal to motorcycle lovers. The marketing plan focused on non-traditional methods and centered around a high-profile product placement deal for the Z3 to appear in the new James Bond film GoldenEye, matching Bond's adventurous image

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    163 views7 pages

    Case BMW Z3 Roadster - Background

    Uploaded by

    astrdpp
    The document summarizes BMW's launch of the Z3 Roadster in the US market in the mid-1990s. BMW was facing declining sales in the late 1980s and early 1990s but had turned things around by 1992 by repositioning as the "Ultimate Driving Machine." For the Z3 launch, BMW's goal was to increase US unit sales to 100,000. BMW saw an opportunity in the declining motorcycle market and aimed to develop a "cult product" that could appeal to motorcycle lovers. The marketing plan focused on non-traditional methods and centered around a high-profile product placement deal for the Z3 to appear in the new James Bond film GoldenEye, matching Bond's adventurous image

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    Chapter

    16

    Developing Pricing
    Strategies and
    Programs
    Ahmad Faiz K.
    Astria Primadhani P.
    Wanda Setia P.
    Wilda Khairin N.

    (041524353012)
    (041524353029)
    (041524353036)
    (041524353055)

    Case Study :
    LAUNCHING THE BMW Z3 ROADSTER

    Situation Analysis
    The Situation

    BMW Z3 Roadster : first BMW car manufactured in America


    Replacement from Made in Germany to Made by BMW
    Feel of nationality 100% made in US
    Development of cult product (car) that was capable of addressing the same
    feelings, emotion and fantasies that motorcycles had satisfied
    Target : Increase unit sales to 100,000 in the US market

    Background

    Company was facing decline in sales volume from 1986 to 1991, which was later
    revived with the image change
    In 1992 the brand was repositioned from Yuppie Status Symbol to Ultimate
    Driving Machine
    Company adjusted model prices, improved the dealer network, and improvement
    to the product line
    Focus for being the best than being the biggest
    The strategy change resulted in sales increase since 1991 (source: Exhibit 1)

    The BMW Z3 Roadster New Product Initiative

    Concept started in 1992, with the world motorcycle market decline


    Adopted to fit best with BMWs image of driving excitement and the
    essence of the brand
    Positioning: An ultimate driving machine, best in its class (against
    other luxury cars in the market such as Mercedes and Porsche)
    Market Segment People having lover of life attitude :
    Generation X
    Men and Women in their 40s
    Late baby boomers

    Introductory Marketing Plan

    Plan focused on non traditional marketing methods


    Request for proposals from 30 advertising, PR and promotional agencies
    for non conventional campaigns
    7 agencies were invited to present the proposal
    Dick Clark Corporate Productions and Fallon McElligott were shortlisted for
    promotion

    Fixing The First Marketing Element: The GoldenEye Product Placement

    Deal signed in July 1995 with MGM/united Artists for their Co-Launch
    Both agreed to promote the Bond actor (Pierce Brosnan), the GoldenEye film and
    BMW Z3
    Cars image matched James Bonds lover of life image
    The car appeared for only 90 seconds in the movie and it replaced Aston Martin,
    Bonds signature car, but it was prominent and looked an integral part of the movie

    Personality Fit
    James Bond (pg. 6)
    -Perfect built
    -Handsome
    -Sexy
    -Wealthy
    -Resourceful
    -Adventurous
    -Fun loving
    -Controller destiny

    BMW Z3 (exhibit 12)


    -Masculinity
    -High Performance
    -Sexual dynamite
    -Handsome
    -Perfect figure
    -Solid German Engineering
    -US built (feel of US)
    -Value for money ($28.750)
    -Fun Loving

    The Final Prelaunch Marketing Plan


    Emphasis on non-traditional advertisement
    Co-launch with another brand (Placement in
    James Bond Movie)
    Neiman Marcus Christmas Catalog Offer
    BMWs website
    Press Launch in Central Park
    Jay Leno Tonight Show
    Radio DJ Program
    Go: An American Road Story video
    Traditional Advertisements
    Maintaining the non-traditional spirit
    Television spots in popular network shows
    Print : Business and lifestyle books and auto
    magazines

    Defining Problems

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