1 / 6

The Marketing Mix

The Marketing Mix. A Case Study. Product. BMW manufactures high-quality automobiles which come A variety of styles and designs from cars, SUVs , convertibles and motorcycles

patrice-xavier
Download Presentation

The Marketing Mix

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Marketing Mix A Case Study

  2. Product • BMW manufactures high-quality automobiles which come • A variety of styles and designs from cars, SUVs, convertibles and motorcycles • The sleek design and sporty appearance of all BMW vehicles has allowed the brand to build an excellent reputation for itself in the luxury car industry

  3. Price • The price of BMWs is on the higher end which is consistent with its positioning as a high quality brand offering cars with superior performance • BMW does not offer large discounts on their vehicles because this strategy would go against their higher price point and positioning for the elite. • If an average person could buy a BMW due to allowances or other large deals, that would take away from the brand’s value.

  4. Promotion • BMW print advertisements like this one appear in sophisticated lifestyle and business magazines in order to capture their more affluent target market. • Since performance is another key aspect, BMW sponsors professional race cars, is promoted at racing events and in other driving publications.

  5. Place • BMW vehicles are only sold through BMW dealers or other luxury car dealerships which also offer high-end brands such as Mercedes, Porsche, Audi (not brands like Honda for example). • The exclusivity of retailers adds value to this elite brand, emphasizing it’s only for those who desire an “ultimate driving machine.”

  6. People

More Related