Q1. What factors underline BMW’s desire to shift to a ‘non-traditional’ marketing venue for the Z3 Launch?
1. To create a buzz that could be leveraged (From James McDowell – Page 3).
2. It was more cost efficient per dollar spent and made an impact on larger group of publics.
3. Unconventional way of introducing a unique vehicle.
4. It believed nontraditional media resulted in more and lasting exposure.
Q2. Do you agree with McDowell that the Z3 launch qualifies as a ‘paradigm shift’ in the marketing for BMW and for marketers in general?
Yes, as the results are there to see. Also there were many ‘firsts’ in the world of marketing that BMW team did to grab the attention of potential buyers.
1. Association with a successful movie franchise that resulted in creating a buzz that competed equally ...view middle of the document...
Do you agree?
No, not all the products will be launched with the same zest and zeal. This kind of non traditional approach was taken for the reason of creating a niche market and they were successful at doing that. Using these methods for creating a buzz for each product will result in the method losing its sheen over the long run. It has to be limited to specific/new products on important occasions.
Q4. Was the Z3 launch successful? How do you know?
1. Helped in sales or bookings when people associated the car with the movie and the star.
2. 9000 pre-bookings as compared to a projected 5000 by December 1995.
3. 50% lesser spend based on share-of-voice/share-of-market rule.
4. Higher impact per dollar spent.
5. Increase in dealership traffic.
Q5. Helmut Panke has engaged you as a consultant on design of the Phase 11 plan. What specific objective(s) would you set? What budget and media plan would you propose?
1. To sustain product excitement till the product is available at the dealers’ in March 1996.
2. Design promotion keeping in mind:
a. The April launch of redesigned 5-series.
b. Company’s role as “official international automotive sponsor” of the 1996 Atlanta summer games.
3. Project Z3 as the first truly ‘Made by BMW’ car with an international, particularly US, appeal for the market.
4. Market the fact that cars can be ‘built-to-order’ at the new production facility in Spartanburg, South Carolina.
Budget and media Plan:
1. Create a fan club of sorts for the BMW owners. This would result in word of mouth publicity and a sense of pride for the existing and current owners.
2. Leverage the power of media by leaking out the information in the right amount to sustain the buzz.
3. Promote BMW merchandize that can project the brand as a matter of pride for the owners.
4. Maintain relationships with customers who pre-booked.