BMW Marketing strategy

By
Sanmith Shetty

BMW (Bayerische Motoren Werke)

Bayerische Motoren Werke AG (BMW), (English:

Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company .

BMW was originally founded in 1917, by Franz Josef Popp.

Its current tagline has changed from The Ultimate Driving machine to Sheer Driving Pleasure & BMW- Joy of Driving

BMW

BMW history
In 1913 in Munich,Germany,Karl Friedrich Rapp established the Rapp-motorenwerke. to manufacture Aircraft Engines.

In 1916
During First World War Company secured contract to manufacture aircraft for Austria-Hungarian army.

In 1923
BMW started manufacturing Motorcycle R32500 cc Bike.

From late 1920s to 1950s

In 1920-BMW setup a car manufacturing unit in Germany. By early 1930 they started designing their own cars. And introduced many successful carrs like 327 saloon and 328 roadster

Saloon 327 & Roadster 328

Cont
In 1970 BMW moved its headquarter to Munich. The building looks like the four cylinder of cars.

Cont
From 1970s to 1990 they focused on exports markets. Like US ,south Africa, Australia, Asia, Japan, Austria and Bavaria. In1992 BMW outsold the Mercedes for the first time in Europe.

Cont
In 2004 company added three 3 car brandsBMW, Mini, and Rolls Royce In 24 cities,12 Countries on 4 different continents. Customer deliveries increases from 1.2 millions unit. Revenue in 2004=US $ 60.47 billions.

Rolls Royce & Mini

Some interesting facts

There were 1032 options available within the B.M.W. product range. The B.M.W. & series alone offered 1017 variations. The B.M.W. X-5 sports utility vehicle had 1000 bumper variations, 4000 instrument panel choices.

BMW India
BMW officially entered the Indian market in 2005, headquartered in Gurgaon & a manufacturing unit in Chennai. Within two years of entering the Indian passenger car market in 2007, BMW toppled rival Mercedes-Benz to become the number one luxury car maker of the country. In 2010, the company recorded a 73 per cent growth in sales volume, maintaining its leadership position in the category.

Marketing strategy in India

But, these are minor changes to guarantee that products are running without any fault. For e.g.: BMW has minor adaptations for the Indian road and weather conditions. These include- a higher suspension as ground clearance in India is low, and different intake filters as the air in the country is more polluted.

Marketing strategy in India

BMWs essence has been, is and will always be driving pleasure An unwritten law at BMW is that everyone who comes to work at the company has to love driving and has to know that driving pleasure is what the company is all about. Everyone in engineering, development, purchasing, controlling and manufacturing has to be focused on driving performance. The BMW identity is tied to the experience of driving the machine. Details like the feeling of the steering wheel, instrument panel lighting, the suspension and reaction of the engine ensure each BMW feels the same as the last. BMW believes strongly in the importance of product consistency.

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