Bmw and Jeans Notes

* Should BMW have gone forward with its nontraditional marketing campaign for the BMW roadster? Why?

* What is the presumed role of non-traditional (vs. traditional advertising) promotions in influencing customer decision making and choice?

* What are some key characteristics with respect to benefits and risks of non-traditional (vs. traditional advertising) promotions?

* Should Foley integrate social media into her traditional media plans? If so, how?

* What is the presumed role of social media (vs. traditional advertising) in influencing customer decision making and choice?

* What are some key characteristics with respect to benefits and risks of social media (vs. traditional advertising) ?

BMW case:

Launching the BMW Z3 roadster

* phase I began with the premier of the $28,750 two-seat convertible in Goldeneye (November 17, 1995).

* Initial pre-launch campaign very positive.

* Phase II: design a marketing campaign to keep the initial excitement about the (Jan 1996), until release in March.

* Needed to balance with the launch of the redesigned 5-series, as well as with BMW’s role as international automotive sponsor of the 1996 Atlanta Summer Games.

The Z3: to be the first BMW made in the U.S. (Spartanburg, South Carolina)

* could the mystique of the BMW brand *German engineering*, remain intact?

* Panke: chairman and CEO

* Escapes Germany’s high cost environment, cushions international money fluctuations, but “more importantly, Spartanburg shows firm commitment to U.S.

* Victor Doolan: president of BMW North America. –responsible to meet this challenge.

* James McDowell: project leader for Z3, the Marketing VP.

* Used the Bond film placement as centerpiece for marketing plan.

Background

Business Strategy:

* late 1980s, setback in sales by Lexus, Acura, and Infiniti.

* Rebranded: Yuppie Status Symbol -> Ultimate Driving Machine

* Positioned to be the best,...