This website uses cookies to ensure you have the best experience. Learn more

Bmw Films Essay

399 words - 2 pages

BMW Films:
Individual Case Analysis
The Problem Statement
What is the next step for the BMW Marketing Team to continue benefitting their company through their marketing campaigns without the risk of diminishing returns?
Key Points from the Case
* 90% of the viewers on the BMW Films website prefer it if they made more films. They really liked their marketing campaign based on the reviews and feedback. This really showed that BMW had a competitive edge against other competitors.
* BMW’s targets men that are rich, well-educated, well respected, married with no children and in their 40’s. ...view middle of the document...

This may cause problems if they do proceed with making more films without changing anything.
Case-Specific Question
The reason behind the BMW Films was to start something new. No other competitor at the time had any short films featuring their car as a protagonist. This non-traditional advertising approach separated it from its usual traditional advertising campaigns. It is entertaining, thrilling and the cars are visually attractive for viewers as they are playing the role as the car of the protagonist. Besides from showing that BMW drivers enjoy a sporty and active life similar to Clive Owen, these films also give the image that drivers automatically take on the role of a hero. It seems that these films promote the image that BMW are for sporty, trendy, adventurous customers who seek challenges. Although their initial target market was 40-50 year olds that are rich, well educated, married with no children, it seems that BMW Films are moving their target market towards a younger age, based on the protagonist of the films. BMW Films is shifting its target market from older adults, to younger professionals who are also rich, probably single and are also well educated. Overall, I feel this marketing campaign was well thought out to target this target market and I would suggest that they continue to make more films, except not right away to create more suspense.

Other Papers Like Bmw Films

Thesis of Product Red Essay

630 words - 3 pages written report and presentation at the end of the semester. Course Topics: 1. History & Background 2. Understanding your brand 3. Promotional Strategy 4. Integrated Marketing Communications 5. Advertising Agencies 6. Consumer Learning & Behavior 7. Promotions vs. Advertising 8. Media Options 9. Non-traditional communication 10. International Markets, Regulation, & Ethics Cases: 1. The New Beetle 2. BMW Films 3. Introducing New Coke 4. Product Team Cialis: Getting Ready to Market 5. (Product) Red 6. Dove: Evolution of a Brand http://www.youtube.com/watch?v=KQpZ2fAHjRU

New Trend of Digital Advertising in Auto Industry

3426 words - 14 pages have something in common. They always use world-famous directors and super stars and the temperament of the actors must match the brand image. In this way, they can not only create a momentum for the promotion, but also ensure the quality of the advertising. For example, in 2001, BMW launched a hugely successful campaign called "The Hire", which was a series of eight short films, each roughly eight to ten minutes long. A team led by David Lubars

Viral Marketing

1455 words - 6 pages of films that BMW put on their website – The Hire. These are a short series of films with a compelling storyline and just a very minimal plug on how the main character, The Driver, uses BMW vehicles to accomplish his jobs. The car itself is but a small part of the story, the compelling portion is the actual story itself. Because of the actual merit of the story itself, the message is remembered by viewers and they pass it on to others. There are

Product Placement

3602 words - 15 pages car brand ambassador used all Hyundai car in the movie don 2. New Hyundai Sonata being chased by his ex-lover turned Interpol officer in a Santa Fe across the streets in Berlin. Spotting a Hyundai on German roads dominated by the likes of BMW, Audi, Mercedes and VW is quite an achievement. Have you ever watched a television show or a movie and felt like you were watching a really long commercial? If so, then you've been the victim of bad

Film Critique

2645 words - 11 pages that year. So with difference of $60 million I would say that Back to the Future was a blockbuster movie. Out of the top ten highest grossing films of 1985, the only other Sci-Fi film was Cocoon and it made $34 million less than Back to the Future. Back to the Future falls into the Science Fiction, or Sci-Fi, genre of films. This genre defines films that are about the future or alternate realities, often but not always set in space, and

Chinese Media and Women Audiences

2169 words - 9 pages media put more attention on female subjects. They emphasize the women’s performances more in advertisements, televisions, magazines, films and so on. This phenomenon is also true of China. With the development of science and economy, Chinese media industry is proposing quickly. And following the world’s step, Chinese media also reflect the feminism, the put-forward about feminism in China is later than other developed countries, though. However

Strategic Management

5821 words - 24 pages expanding fast, therefore more companies, including BMW, Audi and Volkswagen, has entered it recently with their plug-in models (White, 2013). In addition, every company is trying to create their niche, developing many alternatives in term of environmentally friendly cars, including hybrids, small performance turbo diesels and biodiesel cars. Thus, in future, the rivalry will be more intensive and companies will need to keep innovative, improving

Conducting Business In China With General Info

4687 words - 19 pages from different classes requiring the sensitive marketing method in order to catch up with the choice of customers based on the purchasing power they have. Different levels of disposable income can affect consumption of one kind of commodity, take the example the annual income of a middle-class in China is around 1200Eur, purchasing an expensive car is out of their reach or even they want to purchase a car, a BMW is not a perfect choice for them

International Marketing

3842 words - 16 pages markets emerging markets : have a fast growth eg China's growth rate around 8 %, BRICS Gaining increased competitiveness - Achieving economies of scale - Preempting or countering competitive attacks To preempt (anticiper, prévenir) a (foreign) market : to be the first to enter this market eg : Kodak films preempted the European market Taking advantage of global resources - Raw materials and other supply resources - Labour

International Economies Theory

4241 words - 17 pages crucial role. As noted earlier, a century and a half ago, New York was America’s most important port city because it had access to the Great Lakes via the Erie Canal. That led to New York’s becoming America’s financial center; it remains America’s financial center today thanks to the external economies the financial industry creates for itself. Los Angeles became the center of the early film industry when films were shot outdoors and needed good

Freedom And Responsibility

2141 words - 9 pages Built within the Constitution of the United States are specifically defined freedoms that are guaranteed to all citizens. Conversely, with every constitutional freedom there comes a corresponding responsibility. On September 25, 1789, the state legislature’s twelve proposed amendments were transmitted by congress, the first two dealing with congressional representation and congressional pay. The following numbers three through twelve were

Related Essays

Hbs Case: Bmw Films Essay

1549 words - 7 pages HBS CASE: BMW FILMS 1. How fit is the BMW brand at the time of the case? Are there any reasons to anticipate undesirable financial performance in the future? How fit is BMW at the time of the case? Justify: BMW is very fit at the time of the case, which was August 2001. Verify: During the period from 1996~2001, BMW sales rebounded and eventually reached record levels in the US Quantify: Compared to their slump around 1991 where BMW sold

Bmw Case Study

1498 words - 6 pages -known actors and directors, in short films clips, BMW has highlighted new ideas and concepts very effectively. Product placement of BMWs has been phenomenal, what an achievement that even the iconic James Bond would drive a BMW. BMW outshines its competitors at branding, the companies’ use of an easily recognized symbol, the blue and white circle, is considered one of the top 3 most recognized company symbols in the world and its easily learned

Marketin Segment Essay

5793 words - 24 pages Alliance to promote the High Definition radio service. BMW, which offers HD radio in their cars, provides the Alliance with a substantial corporate customer to promote its services. Peter Ferrara, the President and CEO of the HD Radio Alliance, states that “to have BMW as a marquee name to implement HD Radio is uniquely satisfying,” suggesting that BMW’s strong brand identity will in turn help HD Radio market its product. BMW Films BMW Films

Hnhjjh Essay

4399 words - 18 pages the product separation from the brand and image or slogan changes, for example because of the changes in personnel or ownership. In fact, the long-term ownership by the Quandt family has certainly supported the steadiness and strengths of the company. BMW’s contribution to motor sports and appearance in films has also been key practises that helped develop the brand (Kiley, 2004). Further BMW uses customer profiling in a certain way. They go