Case: Bmw Launch of the Z3 Roadster Essay

Circumstance: Bmw Start of the Z3 Roadster

Launching the BMW Z3 Roadster

Case Write-Up

Executive Summary:

BMW wanted to form a new corporate and business image and planned to work with the introduction of a sporty fresh roadster, the Z3, to set this in motion. From this process, they will wanted to placement themselves being a global company, appealing to broader market portions. Due to their significant financial investment in a fresh manufacturing plant in South Carolina, these were highly enthusiastic to make the start of their first American-made car, the Z3, as good as possible. Phase I of the advertising plan, which will involved strategic product positioning and cross-promotional activities with the new James Bond film, Goldeneye, proved to be a triumph, changing previous traditional advertising methods with an " emotional fantasy", out-of-the-box image-based marketing campaign. Time gap between height of Phase I advertising and the real availability of the product requires a remarkably strategic Period II plan. Another concern is the matter about maintaining BMW's famous reputation being a German auto company dedicated to quality and performance. Given this information, we all determined the fact that three alternatives BMW could chose to implement in their Period II design and style are both non-traditional advertising, traditional promoting or a well thought-out mixture of both. We recommend that BMW continue in to Phase II with a combination of both strategies. Having achieved their mentioned goals intended for Phase I, we believe this approach is going to continue to advantage the company during Phase 2. Now that the hype from your James Bond motion picture has subsided, BMW must find a way to sustain the cachet built around the car until it can dealership appearance in March 1996. They need to continue endorsing the car plus the company through their sponsorship of the Summer season Olympics although also reminding the public of BMW's classic reputation. By simply emphasizing the previous success of Phase I employing non-traditional ideas with an increase in more traditional methods both to compensate for the inability to maintain the highs with the movie most recognized and to re-emphasize BMW's commitment to brilliance, this dual marketing system will harden the prosperous start of the Z3 in 03 and continue enhancing BMW's brand graphic in the eye of the global market. Problem Statement:

AS BMW HYBRID, a highly regarded, good performing, German automobile company has made a decision to produce a roadster to charm to customers who desire driving a car excitement plus the experience of the BMW brand. Phase I of their marketing prepare has proved to be wildly successful through the product location and co-launch with the Mission impossible movie, Goldeneye. As Goldeneye's release particular date as arrive and exceeded, BMW must establish a highly effective marketing arrange for Phase II of their Z3 launch. This kind of marketing program must conserve the excitement and high demand generated by Phase i treatment, as there is a four month discrepancy between promotion plus the actual arrival of the autos. This plan must help situation BMW squarely into American culture and develop their particular image being a global company. One of the difficulties to these goals is all their stodgy, solid reputation that may deter BMW from producing the new brand image they desire. As they strive to establish a wider, improved production, they need to take into consideration their supplier network, an extremely costly fresh manufacturing facility in america instead of Australia, and of course, operating at peak efficiency. They wish to update all their corporate photo but preserve their excellent reputation to get reliability and luxury. Situation Analysis:

External:

THE CAR has effectively created a strong public desire for their new car, the Z3, by using nontraditional advertising models before it can launch in March 1996. The challenge intended for BMW is usually to maintain the media hype created simply by promotions concerning James Bond's Goldeneye, that has been released in November of 1995 until the Z3's dealership appearance four several weeks later. Additionally, they must handle...