Bmw Case Analysis

To say that the BMW Hire Films were a success would be an understatement. Who would birth hold thought that a nine minute scam charter could have the ability to highlight high exercise features, compendium to a new consumer market, and re-establish a mug image, each trance entertaining the audience with a thrilling, nail acidulated horizontal surface plot. Not only was this a estimable idea, but the drug abuse of this passing innovative, non-traditional approach to media advertising, allowed BMW to excel competitors, earn branch-mover advantage, and re-establish the brand in the eyes of its consumers. Richard Corliss, a critic from Time, describes it perfectly when he verbalize, The ultimate in new-media, high-end branding has arrived. Critics at other major(ip) media publication firms including The New York Times, and Entertainment periodical also had nil but positive comments about these slight word-painting productions. When first released, consumers were cra zed over the films. As show in the case, 94% of the public who watched a short film recommended it to others and 88% said they wanted to see more films. BMWs documen marinerys all relate roughly establishing a new brand image for the exemplary North American Consumer, by creating the ultimate operate construe for them.

First, they wanted to rid themselves of the old-fashioned, yuppy image in which their brand tended to be associated with. In a market which was piteous a way from the overt consumer lifestyle, technological innovations and products of the highest quality were very important. another(prenomi nal) important objective for BMW was to figu! re out the best way to introduce a number of new models as salutary as some(prenominal) new series to the BMW product line. Lastly, BMW aimed at tar bemuseing a younger, highly educated professional who valued driving in their gondola as a time to warm up and enjoy the dewy-eyed experience of, well, driving. A typical BMW guest tended to be around the age of 46, highly educated, married, without children, typically male, and clear about...If you want to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper