宝马MINI汽车-Strategic Marketing Success.ppt

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1、宝马宝马MINI汽车汽车-Strategic Marketing Success2001-Best of the Best:MINI-Most Fun Auto Week Magazine 2001-Car of the Year Car Magazine 2002-Grand Prix Award European Car Magazine2002-Britains Best Hot Hatch Autocar Magazine 2003-North American Car of the Year Car of the Year Awards 2003-Sporting Car of th

2、e Year Auto ExpressHistory in a MINI(ute)Rebuild MINIGo GlobalInto the FutureMINI Product Life Cycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(000)Turning the CornerServicesIntangiblesCore ProductInsuranceWarrantyFunBritish BulldogIndividualityInspirationRally Rac

3、ingCollege Graduate ProgramHistoryHeritageValue for MoneyEconomicPersonalityFrom Mini to MINIDesign improvementLets motorFunkyIconLeasingHigh resale valuePayment plansRetail FinancingOptional extrasFocus on CustomerserviceWebsiteBrand nameDriving experienceSafetystandardsLets Mess With Perfection!EY

4、E-CATCHING PERFECTLY BALANCEDPOWER PACKEDREFINED Lets 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 ExclusiveAvailableLowHighPrice positioningBrand posit

5、ioningExistingExistingNewNewMarketsProduct/Services Puma MINI Rally Racing Movie Italian Job Global expansion Revival of an icon Clothing Toys Accessories US Market Financial ServicesCore Values Advertising Promotion WarrantyLets Motor!Lets Go on Tour!Its Love.Percentage of BMW Sales by Model(2003)1

6、8%48%15%5%5%9%0%MINI3 Series5 Series7 SeriesZ4X5Z8 History in a MINI(ute)Rebuild MINIGo GlobalFUTURELets Repeat History.Lets stand on the shoulders of giants.Lets stand on the shoulders of giants.Lets carry out legacies.Lets carry out legacies.Lets show some pride.Lets show some pride.Lets be the pr

7、oduct of good genes.Lets be the product of good genes.Lets inherit Dads eyes and Moms bonnet.Lets inherit Dads eyes and Moms bonnet.Lets remember who got us here.Lets remember who got us here.Lets inspire generations to come.Lets inspire generations to come.Lets continue in the footsteps ofLets continue in the footsteps ofSir Alec Issigonis and John Cooper.Sir Alec Issigonis and John Cooper.Lets MOTOR!