Launching the BMW Z3 Roadster Essay

BMW Z3 is the first BMW simple machine which is being manufactured in North America which has not been a very big mart roughly around 16% for BMW because of the inability of the American customer to associate with a foreign brand. Therefore the gross revenue and marketing approach of BMW Z3 pass on lay the foundations of the future of BMW brand in America. Their configuration I was a success, and they had two months between the launch and the product availability to except ingrain their brand image in the hearts of the Americans. So how to strengthen their brand campaign for the coming two months was their main concern.Brand symbol is an important aspect in the automobile industry as it is the brand image that drives the person to obtain the automobile and defines the tar wreak market and therefore the revenues. This could be supported from the past their shift in fix from yuppie status to Ultimate Driving Vehicle led to a 18% increase in gross sales in one year.For BMW Z3 br and they cherished to preserve their reputation for driving performance but memory their cars as stylish and fun to drive so that they settle into the minds and hearts of the American public and the vehicle becomes a cultural icon.With the plan of leveraging the excitement and enthusiasm of the customer base in a way that it will draw maximum attention and interest to the brand non- conventional marketing methods were chosen. These methods were to a greater extent court efficient because of the psychographic segmentation and delivered to a b passer base which was the major intention of BMW. It was as well different and unconventional which was what BMW wanted to associate with their unique brand.All their various marketing campaigns which included release of Golden Eye, in which their car was featured as Bonds car, screening in the Tonight confront, Central Park launch event, radio DJ program, Neiman Marcus Catalog Offer and the video were completed by November which were roari ng success and assistanceed in building the required brand image which were reinforced through and through the traditional media campaigning in December.These campaigns were successful as they were able to generate favorable product reviews and they also resulted in 9000 pre-bookings much higher than the expected 5000.As an asset a brand name has to be conservatively managed so that its brand equity does not decrease. Therefore BMW will have to take up just ab break through brand building initiatives so that the brand name remains in the market. As they have got more than expected pre-orders which is exit 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.Through these customers BMW can also get data regarding the various cultural, persona l, social and psychological factors that drove them to buy BMW Z3 on which they could base their second phase of brand building events.So therefore in January their first initiatives should be to send survey forms and invites for an goop test run for the various customers who have placed orders. Then in the month of February have road shows throughout the country where the prospective buyers of the car will have a first hand bump of the car they are going to buy. This will help in building a market through customer referral and building a pull market for the car rather than a push market. Customers could also be given details of their car and the various facilities they get as a package on with the car so that can perceive a higher customer delivered value for their car.In entree the people who attend the promotion shows could be given t-shirts with the logo I have driven BMW 3Z to further increase the brand awareness and strengthen the IInd phase of branding.The car could also be taken out on long drives through the cities where there will be maximum visibility.The above brand campaigns will not be able to generate any leads in the present but will help in bringing twin advantage of brand recall and improving customer rating of the brand.