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Marketing Plan Essay

559 words - 3 pages


BMW has achieved market leader position in the luxury car segment for 2 nd
consecutive year.

43% of market share in luxury car segment.

73% growth over 2009.

Sales of 6426 units in 2010. Archrival Mercedes Benz sold 5819 units.

Presently employs 400 people.

Present in 20 locations across India.

Launch Date: 23rd December 2010

Price: 22 Lakhs-32.5 Lakhs

X1 sDrive 1.8i
X1 sDrive 2.0d
X1 sDrive 2.0d Exclusive





Price (in Lakhs)

BMW X1 (Petrol)

1.8 P



BMW X1 (Diesel)

2.0 D



Skoda Yeti

2.0 D



Ford Endeavour

3.0 D



Chevrolet Captiva

2.0 D



Toyota Fortuner

3.0 D



Hyundia Santa fe

2.2 D



Mitsubishi ...view middle of the document...

• Increase dealer network.
• Easier access to test drives.
• Better showcase.


In all promotional activities, present clear, consistent image of quality & service
to target market. Target- high income, young male/female drivers. Addmedium high income families.

Expand the market beyond the current locations by inviting more dealerships.
Prioritize urban markets, followed by semi urban.

Training programs for sales representatives designed to encourage loyalty
and enhance service image of BMW.

Faster response to test-drive request & decrease in waiting period for delivery.


BMW’s ‘Story of Joy’ Campaign.

Apps are already available on Apple’s App Store & Google’s Android Market.

Promotion through games, movies, event sponsoring. Ex- Audi.

Continuation of Internet marketing.

TV adverts on key news & business channels.

Frequent ads in newspapers & magazines; hoardings at key areas.

Promotional activities at malls.


Cost of placing hoardings at key areas in metro cities cost anywhere between 1.5
Lakhs-4 Lakhs/month. Printing cost: 30000-50000 per hoarding.

If 60 hoardings in 20 existing BMW’s market cities are considered, maximum cost
for 4 months would be approximately 96 lakhs.

30 seconds of ad on TV costs anywhere between 10.5 lakhs/ad – 32 lakhs/ad;
depending on the channel, frequency, slots & length of the advert. Most of the
channels also provide packages and product relevant TV show & movie telecast
sponsorship packages. Estimated cost for a package for 2 months at business
channels like CNBC would be 12-13 crores.


Quantity & duration



60 in existing 20
locations, for 4 months.

96 lakhs

TV adverts

2 months package

12 crores

Ad making


9 crores

Newspaper Ads

5 ads/month for 3

12 lakh

Internet Marketing

50 top visited websites
through google ads.

20 lakhs (can fluctuate
as cost is calculated on
pay-per-click basis)


20 malls at 20 locations, 40 lakhs
twice a month for 2


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