'Launching the BMW Z3 Roadster Essay\r'

'BMW Z3 is the basic BMW automobile which is cosmos manufactured in North America which has non been a very big market [roughly around 16%] for BMW because of the inability of the American client to helper with a foreign tick name. Therefore the sales and market approach of BMW Z3 give lay the foundations of the future of BMW flaw in America. Their phase I was a success, and they had both months between the launch and the product availability to and ingrain their notice image in the black Maria of the Americans. So how to strengthen their brand campaign for the coming two months was their main concern.\r\nBrand symbol is an chief(prenominal) aspect in the motorrailway automobile industry as it is the brand image that drives the person to sully the automobile and defines the tar discover market and therefore the revenues. This could be support from the past: their shift in positioning from â€Å"yuppie shape” to â€Å"Ultimate Driving Vehicle” led to a 18% outgrowth in sales in one year.\r\nFor BMW Z3 brand they wanted to preserve their study for driving performance but reposition their political machines as stylish and fun to drive so that they regulate into the minds and hearts of the American public and the vehicle get downs a cultural icon.\r\nWith the plan of leveraging the excitement and warmth of the guest base in a elbow room that it will draw maximum attention and relate to the brand â€Å"non-traditional” marketing methods were chosen. These methods were more cost efficient because of the psychographic segmentation and delivered to a broader base which was the major purpose of BMW. It was also different and unconventional which was what BMW wanted to cerebrate with their unique brand.\r\nAll their various marketing campaigns which include release of â€Å"Golden Eye”, in which their motorcar was featured as â€Å"Bond’s car”, screening in the â€Å"Tonight Show”, imp ortant Park launch event, radio DJ program, Neiman Marcus catalogue Offer and the video were completed by November which were golden success and helped in building the required brand image which were reinforced through the traditional media candidature in December.\r\nThese campaigns were successful as they were adequate to convey favorable product reviews and they also resulted in 9000 pre-bookings ofttimes high than the judge 5000.\r\nAs an asset a brand name has to be carefully managed so that its brand equity does not decrease. Therefore BMW will put up to take up some brand building initiatives so that the brand name dust in the market. As they have got more than expected pre-orders which is going to strain their existing process there is no point in going for sales increasing marketing strategies. It should be related to customer satisfaction because if these customers become advocates for BMW Z3 they will be able to convince more prospects in their reference groups to become customers.\r\nThrough these customers BMW can also get information regarding the various cultural, personal, social and psychological factors that drove them to buy BMW Z3 on which they could base their second phase of brand building events.\r\nSo therefore in January their first initiatives should be to send survey forms and invites for an exclusive testing run for the various customers who have placed orders. therefore in the month of February have road shows passim the country where the prospective buyers of the car will have a first hand feel of the car they are going to buy. This will help in building a market through customer referral and building a â€Å"pull” market for the car rather than a â€Å"push” market. Customers could also be given details of their car and the various facilities they get as a package along with the car so that can perceive a higher â€Å"customer delivered value” for their car.\r\nIn addition the spate who attend the promotion shows could be given t-shirts with the logotype â€Å"I have driven BMW 3Z” to further increase the brand awareness and strengthen the IInd phase of branding.\r\nThe car could also be taken out on long drives through the cities where there will be maximum visibility.\r\nThe above brand campaigns will not be able to generate any leads in the present but will help in bringing twin advantage of brand reelect and improving customer rating of the brand.\r\n'