Advertising Campaign Case Study New BMW Series Essay

1.0 Description of fly the coop-DESIGNED FOR DRIVING PLEASUREBMW is the German manufacturer Bayerische Motoren Werke AG (as known as Bavarian Motor Works) which is one amongst the aureate and advanced injury in motor vehicle patience, such as Mercedes-Benz and Audi. Its overlap is non only automotive vehicle, to a fault refer to ride and Formula One. However, BMW automotive is more closely known than others.Designed for ride pleasureis BMW launched a crude international pass foc apply on invent in Germany. The integrated global campaign highlights the dynamism of BMW design and features a TV commercial that portrays the BMW concept 4 serial takeovere in a highly dynamic way, using a surprising ocular effect that is revealed at the end of the spot. Design and kinetics are also the focus of the bring out campaign. Ropes are partd in the image to develop the motion blur effect norm eithery seen in real tearaway(a) shots.See more Strategic Management Process Essay unconnected previous global campaigns of BMW, this new Designed for Driving Pleasure features the all new 4 serial publication Concept, instead of a harvest-timeion models. The advertizing campaign also features a download app called AD Essence peculiarly for IPad and Android phones. The design and presentation of this new app is thanks to Architectural epitome magazine along with BMW Group Design while the campaign pass away be aired on company web-side www. Bmw.de from today.This is a global campaign which bequeath concord a worldwide reach in the premiere quarter of 2013 drawing special attention to BMW Concept 4 serial publication Coupe. At the same time, the campaign brings to the fore all what BMW stands for, be it dynamics of design, sheer tearaway(a) pleasure, enhanced cognitive process, and vehicles with a marked degree of sportiness and elegance. The print campaign showcased the BMW Concept 4 series Coupe and the new BMW Z4 which is expected to be launched acro ss Germany from March 16,2013. (Sagar Patel, 2013)2.0 Market group-Up-market The main market group to whom the publicizing campaign from BMW-Designed for control pleasure could be identified by demographic assessing variable aspects from consumers age, gender or income. Demographic analysis is used in both ways-as market segment descriptors and in trend analysis. To fix descriptors of market segments, marketers match demographic and psychographic profiles of a segment with its consumer behavior. The demographic variables that agree sufficiently with specific consumer behavior are then used to discern that segment. In this sense, demographics are used as a proxy for how consumers will be bring forth, based on reputationistics such as age, income level and ethnicity.When marketers do not have primary look, demographics information piece of ass be used to picket new development, product repositioning, brand extension, distri preciselyion strategies or media and creative appea ls in communications programs. (Blackwell, 2000) The 4 series advertisement from BMW is not only rig to concentrate on a particular psychographic market, and its closely hike a new auto that stands for dynamic performance, sportiness and elegance. The scrape of BMW 4 serial publication is not only for achievers just also for strivers and other else who have might to buy it. So, rather than psychographic, the BMW 4 Series campaign can be utter to rely more on genial-demographics. According to the demographics segmentation theory, the up-market, much referred to as super-affluent, represents the top quintile (20 percent) of consumers in terms of income.These holds often consist of two income-earners who place high value on time, because time is s autocer than specie for them. They normally value extra services-such as offers of semi-prepared food, organic food at higher(prenominal) expenses in some supermarkets or the shopping nights offered by David Jones or interchange able stores for exclusive attendance of their store cardholders that some retailers provide to capture new customers. (Blackwell, 2000)In the demographics theory up-market is the customers who prefer a reasoned quality product or service pull down though it would spend more money such as BWM. BWM is one amongst the leading brands in vehicle industry as we known. And Compare to other car companies like Toyota, Holden, BMW is not cheaper than them, barely it would has a better quality or service and the customers also have a different sense. For 4 series Acceleration, breaking, taking fast corners-pure driving pleasure. BMW products promise sheer diving pleasure that clear lines and distinctively form surfaces express this dynamism and motion even when the car is standing still. What is said above, the product which BMW campaign promoted, it is almost focus on the target of up-market.3.0 occupation recognition When considering qualification a consumer decision, puzzle/ charter r ecognition is the prototypical step. It is easy and helpful for marketers to identify the reasons for customers to buy their products, as the analysis of the problem recognition and buyer behaviors. The campaign of BMW is to constitute a 4 Series Coupe has its own character within the BMW family and combines all that BMW stands for dynamic performance, sportiness and elegance.(Horatiu Boeriu, 2013) Obviously, the problems that the advertisement seeks to dispense are providing a product which is practical and also elegant.BMW is a raft which meets the needs of high quality car and showing the status of customers. When lot driving a BMW across the road, the strangers on the road side whitethorn sweet by the design of the car, as BMW emphasizes making a good fist impression (John Brink, 2013). On the other hand, it is great for drivers to think about is the performance of the car (John Brink, 2013). BMW offers comfortable conditions of driving experience as well as passengers s mellinging. Customers may require a smooth, balance, and capable journey when driving a car, regardless of straight motorways or narrow, and winding country lanes (John Brink, 2013). In addition, safety of the car is also an definitive element for consumers to consider.There is no end for BMW to quest the next innovation about safety (BMW, 2013). When having a fascinating appearance, safety can be a difficult and important part for BMW to do research and development. In general, the nature of the decision do by BMW of this 4 Series Coupe is to meet the needs of both attractive surface and car performance and safety. However, the potential risk of the 4 Series Coupe is that it is a high dissever of intake. According to the research, the New BMW 4 series will sale at the end of 2013, which costs an expected price of 28,000 (Luke madden, 2013). It is more expensive than 3 Series, and competitively with A5. That is to say, BMW 4 Series Coupe is a premium luxury item which is priced higher than any other car of its competitors. As a result, this risk leads to lose some of the customers who cannot knuckle under it.4.0 possible action and application BMW aims for a simple design and classic that attracts from every be given and that will age well. The core values of BMW brand is providing quality, technology, performance and exclusivity. For BMW, performance is the most concerned rather than speed (BMW Blog). Nowadays, BMW is launching an international campaign Design for driving pleasure to introduce the concept 4 Series Coup. The BMW Concept 4 Series Coup has its own character within the BMW family and combines all that BMW stands for sportiness, dynamic performance and elegance, said by Karim Hbib, head of BMW Design (BMW blog). Like Mercedes-Benz, BMW stands for luxury and successful.Consumer motivation refers to the drive to quit both psychological and physiological needs through product consumption and purchase (Blackwell, DSouze, Taghian, Miniard, Eng el. 2007). Physiological needs are the most canonical needs, including more than food and drink. Sometimes passel may not feel hungry but they still motivation to eat something, this physiological need of consumption is the need for pleasure. For BMW crazy fans and collectors, the BMW Concept 4 Series Coup is newly introduced into market place. Those who have financial abilities may have the glowing to purchase the fresh ground car even though they foolt lack of car. Furthermore, the 4 Series Coup is more focus on sportiness, this factor may attract more successful fearmens attention.They could drive 5 or 7 series BMW during business time, while they could drive 4 Series Coup during leisure time. As we could see, the 4 Series Coup has streamlined design, which adds more fashion elements to 4 Series Coup, this factors may attract more young hoi polloi and females, especially in fashion industry. Most population want to give a good impression to public and be perceived as comp lying with various social norms in order to gain social appreciate and approval (Olof, 2006). We all want our family to be proud some even want to be seen and recognized as successful and rich others want to be viewed as attractive. This is called social image needs the need to forge a certain image of ourselves to our social environment (Blackwellet. al. 2007).BMW represents successful. The new 4 Series Coup reflects not only young and fashion factors but also successful. According to Ozaki and Sevastyanovas report, the relationship between the possibilities produced by scientific innovations and actual sustainable outcomes is heavily mediated by consumersattitudes towards those innovations. The 4 Series Coup brings the fashion, sportiness and luxury image of BMW to public, which drives new market consumption. Customer troth refers to the engagement of customers with one another, with a company or a brand (Vaughn. 2012). BMW has already creates its company and brand loyalty du ring the past years. The new 4 Series Coup once is launched, BMW customers who are engaged with BMW would pay attention.5.0 outline assessment and conclusion BMW is involved a high-involved buyer behavior, as it has a complex thinking and research process during buying a car. It is not like purchasing milk, customers have to compare and do more research about the products. This campaign uses marketing communication to increase the product awareness, including print, TV, social media and out of home advertising (Sagar Patel, 2013). The advertising is trying to use the vehicles design with the special visual effect as the product feature (Sagar Patel, 2013). Compare to the global campaign of BMW before, instead of presenting statistics of the models and the functions, this campaign use an image and an app called AD Essene, as the design of the product is the most important purchase reason (Horatiu Boeriu, 2013).The purpose of these promotions is to attract the target market customers and making them interested in this product. On the other hand, the dynamic moving car on the TV advertising which looks elegant and balance also make people feel the 4 Series Coupe is a good choice. Obviously, the 4 Series Coupe is target customers who are achievers, as it is a high class of consumption. The ads can be found not only on the TV, Internet, Magazines, but also on the out of the door globally, in other words, people can easily find the ads all over the world. As a result, the products can look attractive to everyone, especially for the high class people who are affordable to buy this product. In addition, this advertisement may target people who are fashionable, as the new design of the fascinating appearance.To score within the whole campaign, the advertisement should make motivation for customers to buy this car. Currently, it is normal for a family to own a car, especially for the rich family, they can have more than one can in their home. That is to say, people w ho can afford BMW may consider about purchase more cars for their family. The advertisement can be posted and exposure frequently on the CBD office Building, the famed commercial magazines, as well as commercial and financial websites, so that potential customers can get the product information easily and simply.