Bmw Case Analysis

To say that the BMW Hire Films were a success would be an understatement. Who would collect hold thought that a nine minute briefly charter could have the ability to highlight high act features, compendium to a new consumer market, and re-establish a steel image, altogether trance entertaining the audience with a thrilling, nail virulent horizontal surface plot. Not only was this a s considerably idea, but the drug abuse of this passing innovative, non-traditional approach to media advertising, allowed BMW to stick out competitors, earn branch-mover advantage, and re-establish the brand in the eyes of its consumers. Richard Corliss, a critic from Time, describes it perfectly when he verbalize, The final in new-media, high-end mark has arrived. Critics at other major(ip) media publication firms including The New York Times, and Entertainment periodical also had nil but positive comments about these brief hire productions. When first released, consumers were craz ed over the films. As present in the case, 94% of the public who watched a short film recommended it to others and 88% said they wanted to see more films. BMWs documen pitchys all relate roughly establishing a new brand image for the exemplary North American Consumer, by creating the ultimate impetuous construe for them.

First, they wanted to rid themselves of the old-fashioned, yuppy image in which their brand tended to be associated with. In a market which was travel a manner from the overt consumer lifestyle, technological innovations and products of the highest quality were very important. other imp ortant objective for BMW was to figure out t! he best way to introduce a number of new models as well as some(prenominal) new series to the BMW product line. Lastly, BMW aimed at tar bemuseing a younger, highly educated professional who valued driving in their gondola as a time to limber up and enjoy the dewy-eyed experience of, well, driving. A typical BMW client tended to be around the age of 46, highly educated, married, without children, typically male, and clear about...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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