Bmw Z3 Launch

In: Business and Management

Submitted By vaswinik
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Q1. What factors underline BMW’s desire to shift to a ‘non-traditional’ marketing venue for the Z3 Launch?

1. To create a buzz that could be leveraged (From James McDowell – Page 3). 2. It was more cost efficient per dollar spent and made an impact on larger group of publics. 3. Unconventional way of introducing a unique vehicle. 4. It believed nontraditional media resulted in more and lasting exposure.

Q2. Do you agree with McDowell that the Z3 launch qualifies as a ‘paradigm shift’ in the marketing for BMW and for marketers in general?

Yes, as the results are there to see. Also there were many ‘firsts’ in the world of marketing that BMW team did to grab the attention of potential buyers. 1. Association with a successful movie franchise that resulted in creating a buzz that competed equally with the star of the movie. 2. Not having to spend considerable amount on promotion through a movie star. 3. Helped in sales or bookings when people associated the car with the movie and the star. 4. 9000 pre-bookings as compared to a projected 5000 by December 1995. 5. 50% lesser spend based on share-of-voice/share-of-market rule. 6. Higher impact per dollar spent. 7. Increase in dealership traffic.

Q3. McDowell claims that he will never go back to traditional marketing after getting a taste of the non-traditional venue. Do you agree?

No, not all the products will be launched with the same zest and zeal. This kind of non traditional approach was taken for the reason of creating a niche market and they were successful at doing that. Using these methods for creating a buzz for each product will result in the method losing its sheen over the long run. It has to be limited to specific/new products on important occasions.

Q4. Was the Z3 launch successful? How do you know?

1. Helped in sales or bookings when people…...

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