123 School Work

BMW Z3 LAUNCH

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  Launch of BMW Z3
  
  Introduction
  
  Any marketing strategy defines as it's primarily goal positioning in the mind of the target group our brand or product as number 1 choice. But some strategies are more ambitious and tried to relate the brand or product not only with tangible attributes but also with some values and even specific lifestyles.
  
  These is the case of the launch of the BMW Z3 Roadster, that more than a new car model represent for the company the opportunity to restated its positioning as "emotional driven experience" that capture the essence of the brand. Also this positioning was coherent with the corporate long term goals of "being the best, not the biggest".
  
  
  1. What is driving BMW's decision to shift to a "non-traditional" marketing venue for the Z3 launch?
  
  The company has realize that the new model breaks with some of the traditional perception of a car than just being a transportation form to a object of desire justifying a new approach to market the Z3.We can see this in the evaluation of the phase I of the launch that was tremendously success because generated a real demand for the product (almost 80%more then expected), higher "share of voice" for dollar spend and mostly cover the fact that this was the first American built car for a company that had in its German heritage one its main values. The company was also beating in, its opportunity to truly becoming international. All of this goals can certainly be reach in a more "traditional" marketing way but with a larger cost than the company's resources...