Unit IV Case Study.docx - Columbia Southern University...

This preview shows page 1 - 4 out of 9 pages.

Columbia Southern University Advance Marketing MBA 5501 Cindy Wagner Unit IV Case Study 1
BMW Part I BMW noticed that the consumer buying trends were shifting. In the beginning, BMW consumers were mostly upper class; such as baby boomers; who wanted to display to their peer their success in life. As time changed, consumers shifted from the flamboyant wants and needs to wanting practical designs and variety. BMW Marketing did a wonderful job utilizing and analyzing the five steps in consumer-buying process for their products (Kotler, P., & Keller, K. L. 2016). As mentioned above, BMW is known for their high-end performance vehicles. The first step in consumer buying process is understanding the consumer problem recognition. Consumers are driven by internal drives; such as hunger; and external drives; such as ad’s or admiring something. BMW marketing team created advertisements that targeted different income and age groups to create the external drive. This helped keep the consumer searching for information within the company (Kotler, P., & Keller, K. L. 2016). After BWM created the want from the consumer, they focused on their competition to understand what alternatives are out there for the consumer. BMW created different series in their launch to focus their audience on staying with their brand. Consumers could look at different levels within BMW to find the right one to fit their needs, still have the BWM prestige, and still stay within their price range. Television ads catered towards each series targeted audience. For example, the X series showed young families who were hiking and using the BMW SUV to travel (Kotler, P., & Keller, K. L. 2016) and (Yuying, A., Qingrun, R. 2018). 2
BWM evaluated the needs of the consumers and added new series to their product line. Series 1 and 1X were created for the modest consumer who had families but wanted the brand name without the expensive cost. The 7 series targeted the upper class consumer who wanted the prestige without the flamboyant look. The X series targeted to consumers who had “active lifestyles”. These vehicles had more room, sport package, and built for those who did more outdoor activities. Finally, BMW would not be BMW without their convertibles who targeted the upper class who wanted that “flashy” look (Kotler, P., & Keller, K. L. 2016). BMW added different technology and comfort to their original car series. They added the comfort and ease of power windows, push button ignitions and the ease of a one touch remote. These added features helped consumers with their purchasing decision (Kotler, P., & Keller, K. L. 2016). BMW brand is considered a prestige brand. BMW did not falter from this attitude. They kept their variety to SUV, cars, and hybrid. They did not add vans and other “non luxury” defined vehicles to their portfolio. This decision kept their product line a higher end brand line (Kotler, P., & Keller, K. L. 2016).

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture