宝马MINI汽车marketing

1、MINI 2001-Best of the Best: MINI- Most Fun Auto Week Magazine 2001-Car of the Year Car Magazine 2002-Grand Prix Award European Car Magazine 2002-Britains Best Hot Hatch Autocar Magazine 2003-North American Car of the Year Car of the Year Awards 2003-Sporting Car of the Year Auto ExpressMINI Product

2、Life Cycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume (000)ServicesIntangiblesCore ProductInsuranceWarrantyFunBritish BulldogIndividualityInspirationRally RacingCollege Graduate ProgramHistoryHeritageValue for MoneyEconomicPersonalityFrom Mini to MINIDesign improve

3、mentLets motorFunkyIconLeasingHigh resale valuePayment plansRetail FinancingOptional extrasFocus on CustomerserviceWebsiteBrand nameDriving experienceSafetystandardsEYE-CATCHING PERFECTLY BALANCEDPOWER PACKEDREFINED “And then theres the fact that its a MINI Cooper S, with everything that stands for

4、in terms of image, build quality, desirability and street cred”. Autocar, Britains best hot hatch, May 2002 ExclusiveAvailableLowHighPrice positioningBrand positioningExistingExistingNewNewMarketsProduct/Services Puma MINI Rally Racing Movie Italian Job Global expansion Revival of an icon Clothing Toys Accessories US Market Financial ServicesCore Values Advertising Promotion WarrantyPercentage of BMW Sales