CURRENT MARKET POSITION:
BMW has achieved market leader position in the luxury car segment for 2 nd
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
JOY IS WHAT YOU MAKE OF IT
Price (in Lakhs)
BMW X1 (Petrol)
BMW X1 (Diesel)
Hyundia Santa fe
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.
IMPLEMENTATION OF STRATEGIES:
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.
2 months package
5 ads/month for 3
50 top visited websites
through google ads.
20 lakhs (can fluctuate
as cost is calculated on
20 malls at 20 locations, 40 lakhs
twice a month for 2