BMW: Marketing Strategy And Segmentation Of BMW

Name: Jasmit Singh

ID: J13013948

Section: DB 4

Lecturer: Ms Lingkeswari

Table of contents

Content Page

Introduction 3

Market segmentation 4-5

Product strategy 6-7

Pricing strategy 8

Place strategy 9

Promotion strategy 10

Conclusion 11

Reference 12

Introduction

BMW (Bayerische Motoren Werke AG) is a German automobile company which was founded in 1916 and is headquartered in Munich, Bavaria, Germany. BMW is now one of the largest car manufacturer in the world for its exceptional level of quality and producing cars with sporty driving characteristics. The BMW company 's slogan in English is "The Ultimate Driving Machine" or Sheer Driving Pleasure" which was originally translated from German slogan which is

The demographic characteristics of the average of the BMW owner are aged 30-50 for both male and females. For example, those who are bachelor could go for one with performance and married couples with two or three children can go for the family size vehicle. BMW Company tries to generally target both males and females with a high loyalty to the car as a product.

Psychographic segmentation

BMW Psychographic segmentation divides buyers into different groups based on social class, personality and attitudes. For example, a person achieves with a goal of making the world a better place can go for a hybrid instead of petrol or diesel versions.

Behavioural segmentation

Lastly, another segmentation is Behavioural. Behavioural segmentation divides buyers into groups based on their information, manner or loyalty. For example, people who have a successful career and wants a modern car and for the most of the individual that purchase a BMW for its distinctive reasons such as quality and value for

It is not a surprise that BMW is part of the segment now. The upper class wants this product. Every each model of their cars in the series from 1, 3, 5, 7, X and as well as M have their very own characteristics as they drive different individually. Car enthusiasts regularly review these cars about how incredible BMW feels to drive on the web and on the Television.

BMW car productions are made of exclusive high quality materials in and out for all models for their customers. Hence, to look at this car on highway at high speed is a delight. These cars are boast with powerful engines, extra ordinary acceleration and a promise of safety and reliability.

The Ultimate “Fraud Am Fahren” which means “The Ultimate Driving Machine”. (GERMAN) (ENGLISH)

BMW Logo in chronological sequence: 1927, 1933, 1954, 1979 and 2007 till now.

The design was not at all joined with flying machine motors or propellers. The thought is that the blue and white had anything to do with turning propellers originates from a 1929 notice, which included airplane with the picture of the Roundel in the pivoting propellers.

The BMW Logo is currently positioned in the top 10 of the world 's most perceived business logos on the planet with its notorious image in its own privilege. In its simplicity and symbolism has stood the test of