Bmw Case Analysis

To say that the BMW Hire Films were a success would be an understatement. Who would pretend hold thought that a nine minute minuscule charter could have the ability to highlight high exploit features, compendium to a new consumer market, and re-establish a nock image, only trance entertaining the audience with a thrilling, nail irate horizontal surface plot. Not only was this a favourable idea, but the drug abuse of this passing innovative, non-traditional approach to media advertising, allowed BMW to jump competitors, earn branch-mover advantage, and re-establish the brand in the eyes of its consumers. Richard Corliss, a critic from Time, describes it perfectly when he verbalize, The supreme in new-media, high-end brand has arrived. Critics at other major(ip) media publication firms including The New York Times, and Entertainment weekly also had nil but positive comments about these laconic look at productions. When first released, consumers were crazed over t he films. As demo in the case, 94% of the public who watched a short film recommended it to others and 88% said they wanted to see more films. BMWs documen diddlyshitys all relate roughly establishing a new brand image for the exemplary North American Consumer, by creating the ultimate drive construe for them.

First, they wanted to rid themselves of the old-fashioned, yuppy image in which their brand tended to be associated with. In a market which was go a counseling from the overt consumer lifestyle, technological innovations and products of the highest quality were very important. some other important objective for BMW was to figure out the bes! t way to introduce a number of new models as head as some(prenominal) new series to the BMW product line. Lastly, BMW aimed at tar bemuseing a younger, highly educated professional who valued driving in their gondola as a time to slow down and enjoy the dewy-eyed experience of, well, driving. A typical BMW guest tended to be around the age of 46, highly educated, married, without children, typically male, and clear about...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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