BMWi Case Study Essay Example | Topics and Well Written Essays - 1500 words

BMWi Case Study - Essay ExampleIt uses cutting-edge material, customs duty built architectures with future production technologies (Case study BMWi, 2011). The brand presence is global and has a niche securities industry with dealers representing almost every corner of the world. The company has a loyal database of customers and it excessively expects an older segment (53 historic period old) to constitute the majority (84 percent) of their new customers (for BMWi) as against the younger (49 years old) audience for the earlier versions of BMW. However, the aver period age of its customer base is expected to be lesser than its competitors in Audi and Mercedes. The company constantly engages its loyal customer base through a range of media including TV, YouTube, Facebook, Email, Phone and Website among others. Its sociable media initiatives for BMWi through its join the conversation invitation and a set of about 50 mobile apps through its MyCityWay apps initiative to keep the cust omer updated with the local knowledge is another innovative approach to constantly communicate with their customers. The company also has tied up with the capital of the United Kingdom Olympics, 2012 as an automotive partner to leverage higher exposure for the brand and the new concept gondola car (Case study BMWi, 2011). Figure 1 Logo- BMW. ... The company plans to engage its target segment through direct and digital marketing with a ?400, 000 budget allocated for the purpose (Case study BMWi, 2011). Figure 2 Model overview of BMW335i Coupe. Source https//www.bmwcenternet.com Strategies to yield the 5,000 leads. Acquiring a new type of customer for BMWi- BMWi is a concept car which promises zero firing off and is environment friendly. It also has a government approval for a ?5,000 grant that their customers can avail. As more than than 50 percent of the target segment for BMWi are set to avail finance either from BMW or others, the grant from the government can be advertised w ith sufficient emphasis as it can wait on in subtly drive across the patronizing support from the government due its high provide efficiency and eco friendly design and manufacture. This information can be communicated to the target customers through trade-shows, occasional TV and print advertisements and social media. In addition, the company can leverage its join the conversation initiative to attain sufficient new leads as loyal customers and prospects are bound to network extensively on social media. The 5Cs of real-time marketing content, conversation, context, continuity and commerce need to be constantly put in accent to reflect the brand (Leonard, 2011). Further, the online presence of the company must be readily leveraged in all aspects to actively engage the customers while giving them quality experience through seamless integration of its systems. Creative assignment needs to be fostered through the companys as well as the dealer websites to actively listen to custom er preferences. A live chat on the company and dealer websites can also help generate sufficient leads of new