Running Head: MARKETING PLAN FOR BMW 1
MARKETING PLAN FOR BMW
Introduction:
BMW is a German automobile brand that provides one of the most expensive cars,
luxury vehicles & bikes to us and provides premium quality services. It was founded in 1917.
BMW is considered one of the best-selling luxury brands all over the world. It not only
provides one of the best quality products in the market but also provides the best quality
services and maintenance. They always continue to do innovations in their products and
target the YUPPIES and creative class. Following is the logo of the BMW cars:
1. BMW Distribution and Pricing Strategy
Distribution and pricing is a part of the marketing mix strategy. These strategies
help the company to achieve its long-term and short-term goals. There are many market
strategies available that we can use to achieve our goals but now we are going to discuss the
marketing mix. In a marketing mix there is always 4 things involve (4 Ps)
a. Product
b. Pricing
c. Place (distribution)
d. Promotion (advertisement)
a. BMW Product strategy:
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The main focus of the BMW Group is to provide
premium and luxury cars and motorbikes to the creative customers in the market. They
manufacture two-wheelers and four-wheelers and sell them all over the world. Before
manufacturing, they do a detailed search on each segment and get different information about
customer demand. Some of their products are manufactured by considering customer demand
but most of their products are standard (mostly they sell standard products in glob) (MBA
Skool Team, 2020).
b. BMW Price / Pricing Strategy:
BMW has always offered higher luxuries automobiles to
its customer (as compared to competitors). They focus on the quality of the product and
services. Nowadays BMW is considered to be a symbol of status in the world, if one has
BMW he or she will consider a rich and creative person in society. Therefore BMW chooses
itself to be a luxury price automobile group to categorise itself into “One of The Most
Wanted Car” in the market. Rolls-Royce and Mini cooper also portray the same pricing
strategy in glob.
Not only the car prices are high, but the prices of spare parts of the car and the cost of
services is also high of BMW group. These are higher than their competitors.
In recent times, BMW offers new cars to developing countries (like India and Brazil). They
offer there an attractive and reasonable price for small fleet cars, so, the people over there can
also be able to conceive an opportunity to have a luxury segment car or bikes.
c. BMW Placing & Distribution Strategy:
BMW is one of the most popular brands
in the world. It is considered well-known in glob. It has spread its manufacturing in many
countries. To achieve a competitive advantage, BMW spreads its products and services to
many countries. Currently, BMW provides its manufacturing facilities to 10 countries. And
all together they are producing more than 2.4 million vehicles (2015 figures). Now BMD is
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also targeting smaller and emerging market places to increase its sales. They also take into
account the local requirements of people in developing countries.
Following are the distribution channels of BMW:
❖ Directly sell to customers
❖ Through a Car dealers
❖ Online selling
❖ Direct selling to customers
In this, BMW directly sells its products to customers without taking help from
agents.
❖ Car Dealers
Car dealers sell BMW to its customer by using their selling skills. Salesperson
provides information related to the car and then the customer will decide if he
wants to purchase the car or not. Almost 80% of BMW car are sell-out with
the help of a salesperson.
❖ Online selling
Almost 20% of BMW cars sell out through online selling. Customers virtually
see the details and decide if they want to purchase the car or not.
d. BMW Promotion and Advertising Strategy:
BMW has strong advertising channels. Just like
TV, digital ads on Facebook Instagram, billboards, and online ads etc.
2. Marketing communication plan
BMW Group uses integrated marketing strategies for promotions. They spend a huge amount
on advertisements (Dudovskiy, 2016). They adopt the following means for advertisements:
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1) Advertisements through direct mails
i) Digital mails
ii) Printed mails
2) Social media options
i) Facebook
ii) Google ads
iii) Instagram
iv) YouTube ads
v) Pinterest etc.
1. Advertisement through Direct Mail
We can do an advertisement for increasing sales and
to provide information to customer related to our products. If we launch new products we can
send mail to creative and loyal customers, so they can know the products and can make their
minds whether they want to purchase the car/bikes or not (THE MARKETING MIX IN THE
