session 24 - BMW Films Campaign Things have never been...

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BMW Films Campaign Things have never been better for BMW at that time: healthy brand and healthy customer base Which segment on this triangle does BMW need to be most concerned about?
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BMW Films Campaign Evaluation Strategic goals of BMW Films campaign To avoid a future sales dip in a trend/fashion-driven sales cycle. Target elusive young driver segment, even though many in this segment may not necessarily be in the short-term market for a luxury car. To avoid alienating or offending older luxury car buyers while engaged in this campaign to aggressively target youth. To reinforce BMW’s brand caché, particular in light of BMW’s product line extension. To develop innovative marketing competencies. Effectiveness Current customer base: 10% under the age of 30, median age is 46, median income is $143,000. Visitor profile: 25% under age of 25; 60% under the age of 35; average age is only 31 , median income is $88,000. 82% of visitors are non BMW users and 68% are non-luxury drivers. It generates tremendous buzz about the company and receive rave reviews from all
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This document was uploaded on 02/06/2011.

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session 24 - BMW Films Campaign Things have never been...

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