宝马MINI汽车分析

1、Strategic Marketing SuccessMINI12001-Best of the Best: MINI- Most Fun Auto Week Magazine 2001-Car of the Year Car Magazine 22002-Grand Prix Award European Car Magazine2002-Britains Best Hot Hatch Autocar Magazine 32003-North American Car of the Year Car of the Year Awards 2003-Sporting Car of the Ye

2、ar Auto Express4History in a MINI(ute)Rebuild MINIGo GlobalInto the Future567MINI Product Life Cycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume (000)8Turning the CornerServicesIntangiblesCore ProductInsuranceWarrantyFunBritish BulldogIndividualityInspirationRally R

3、acingCollege Graduate ProgramHistoryHeritageValue for MoneyEconomicPersonalityFrom Mini to MINIDesign improvementLets motorFunkyIconLeasingHigh resale valuePayment plansRetail FinancingOptional extrasFocus on CustomerserviceWebsiteBrand nameDriving experienceSafetystandards9Lets Mess With Perfection

4、!10EYE-CATCHING PERFECTLY BALANCEDPOWER PACKEDREFINED 11Lets Evolve! “And then theres the fact that its a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britains best hot hatch, May 2002 1213ExclusiveAvailableLowHighPrice posi

5、tioningBrand positioning14ExistingExistingNewNewMarketsProduct/Services Puma MINI Rally Racing Movie Italian Job Global expansion Revival of an icon Clothing Toys Accessories US Market Financial ServicesCore Values Advertising Promotion Warranty15Lets Motor!1617Lets Go on Tour!1819Its Love.20Percent

6、age of BMW Sales by Model (2003)18%48%15%5%5%9%0%MINI3 Series5 Series7 SeriesZ4X5Z8 21History in a MINI(ute)Rebuild MINIGo Global22FUTURE23Lets Repeat History.Lets stand on the shoulders of giants.Lets carry out legacies.Lets show some pride.Lets be the product of good genes.Lets inherit Dads eyes and Moms bonnet.Lets remember who got us here.Lets inspire gene