BMW Z3发布_营销案例分析

Launching the BMW Z3 Roadster

1. What is the Strategic Significance of the Z3 launch? “To expand the BMW franchise and further rejuvenate the BMW brand by positioning the Z3 squarely in American culture and settling into the hearts and minds of the American public” Transition from Made in Germany Made by BMW Use the roadster to stimulate dealers to meet high standards Build an order bank of 5,000 cars and increase brand sales to 100,000 Preserve reputation for driving performance while reposition the image as being stylish and fun

2. What’s your understanding of the benefits and risks of NT Marketing? Aside from the traditional way of marketing through TV/ Radio/ Paper advertising, promotions etc., none traditional marketing methods refer to methods other than those above such as internet marketing. Thinking out of the box is the key of NT marketing. Along with the evolvement of modern technology and social economy, NT marketing is becoming increasingly important and valuable to marketers struggling to regain marketing momentum in recent years. Comparing with the traditional marketing methods, there are many benefits to NT marketing. More Effective: Unlike a newspaper or magazine, non-traditional marketing doesn’t wait for a consumer to pick it up. Rather, it takes consumer’s attention by surprise. The more fun involving tactics are able to grab consumers’ attentions sooner and maintain their interests for a longer period of time by leveraging the buzz. Cost Saving: Tactics used in NT marketing are usually less expensive than traditional marketing. However, NT marketing also has its own limits: Lack of Control and unpredictable: As carried forward through untraditional vehicles which are not used frequently, it’s relatively difficult to control the timing, target audience, and the result of the NT marketing activity. For example, by using the movie placement,

BMW would have no control over the audience who went to the cinema to watch the 007 movie which had Z3 placement in it. Also, if the movie turned out to be a box-office flop, the image of Z3 would possibly be affected. It’s really hard to predict if this is going to work or not.

Challenge of transferring awareness into purchase: NT marketing definitely has some advantages in raising and maintaining consumer’s interest over a product. However, that doesn’t mean consumer would actually make the purchase. Focusing on evoking the awareness, NT marketing sometimes tends to be obscure, it doesn’t directly tell the benefit of the product to the consumer.

Difficult to measure the result: Being an untraditional method, there’s no standard process or steps of carrying out an NT marketing, not to mention a mature measurement system. Unrepeatable: NT marketing, usually as a result of a flash of light, is hard to be repeated. Otherwise it may become traditional.

3. How does NT Marketing work?

NT Marketing works well during the 4 steps of emotional purchase. It is particularly helpful in generating awareness of the public, arousing the interests of targeted consumer through buzz effect, and further elevating the excitement gaining from word of mouth up to consumer infatuation which would possibly lead to final purchase.

In the case, BMW has made a perfect use of NT marketing during the phase I launch plan. In order to weave BMW Z3 into the fabric of the American experience, by using the NT Marketing strategy, BMW targeted to get the car on people’s conversational agenda, then to leverage the buzz to promote the brand. As the first step of NT Marketing strategy, BMW sought to cooperate with MGM to plant a placement of Z3 in the latest 007 movie in Jan 1995. Then it appeared in the Neiman’s catalog promotion announcement in Today Show in Sept. 1995 which aroused the initial awareness of the public. Shortly after the catalog publication, 100 order of Z3 were placed, which meant buzz was created. In October, BMW upgraded its website unveiled the existence of Z3 and introduced a module which allowed consumers to design the aesthetics of their own desired Z3s. Buzz strengthened for the fact of average 125,000 hit per day for the module. In Nov. 1995, it further evokes the attention and

interest of the public by a large-scale co-launch event of the Bond movie and BMW Z3 in central park. The event generated extensive coverage in both broadcast and print. Word of mouth spread quickly among public. Almost at the same time, other NT marketing tactics such as TV show, DJ program and video were used to catch as many audiences as possible and to further transmit the word of mouth. The presence of Z3 was further enhanced among the public as a result.

In addition to the pure NT marketing tactics, some traditional tactics were also applied in the spirit of non-traditional marketing by BMW. Creative TV and print advertising as well as novel dealer advertising and promotion activities has acted as a great complementary to those NT tactics in terms of high advertising recall rate and enhanced dealer motivation.

4. How would you measure the success of the Z3 launch?

Due to its special characteristics, NT marketing is usually difficult to measure. There is no universal standard for measuring NT marketing result.

Here we try to measure the overall success of the Z3 launch by first analyzing the goal-meeting situation of each tactic.

Neiman Marcus

Major objective: 20 units order over Christmas season; reinforces image

Result: 100 orders placed in 2 days; 6000 orders by Christmas in total.

BMW website

Major objective: provides a virtual experience and information gathering opportunity Result: 125,000 hits per day

Central Park event

Major objective: generate media coverage; word of mouth

Result: over 200 media representatives attended; extensive coverage over mass media, counted editorials in leading publica …… 此处隐藏：8055字，全部文档内容请下载后查看。喜欢就下载吧 ……