123 School Work

LAUNCHING THE BMW Z3 ROADSTER

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  LAUNCHING THE BMW Z3 ROADSTER
  
  
  Rodney Christians
  
  
  
  
  
  
  
  
  
  
  
  1. Objective:
  The Bavarian Motorworks Company (BMW) invested in a new car assembly plant at Spartanburg, North Carolina. The company is launching the sporty Z3 Roadster as the spearhead of the locally produced models and has achieved spectacular consumer interest for the presently unreleased model through the use of new non-traditional marketing methods. This $64M strategy relies heavily upon the consumer excitement generated from BMW's highly successful tie-up with MGM in the James Bond movie, Goldfinger. The campaign was bolstered by other non-traditional campaigns that included pre-selling the Z3 through Neiman Marcus, creating a highly interactive BMW website, pre-launch events for media and distributors, and product insertion in popular radio and TV shows.
  
  The objective of BMW is to best capitalize on the brand equity it has received through the success of the Z3/Goldfinger tie-up to fully relaunch and reposition itself into the US automobile market and realize the profits from the sale of its automobiles.
  
  2. Criteria:
  
  BMW, the brand:
  The company used to rely on the superiority of German engineering as its focal positioning point, but its entrance into the US markets as a local assembler demanded it recreate itself into a global brand that would be flexible to the US culture and market habits. By successfully reinjecting BMW branding into the American consumer psyche through the launching of the Z3/Goldfinger tie-up, the company has to retain the customer and distributor interest in the Z3. BMW must then use this success to push the other BMW models into favorable market recognition at a later time...