Submitted by: Submitted by rambler
Views: 429
Words: 386
Pages: 2
Category: Business and Industry
Date Submitted: 01/23/2011 01:41 PM
LAUNCHING THE NEW MINI
A Multimedia Case
#505020
Launching the New MINI examines how BMW turned an unprofitable investment in Rover into a
promising venture by keeping the MINI brand. The case analyzes the company’s unique brand strategy and strategic marketing techniques.
This multimedia case examines: • Product Design • Niche Marketing • Consumer Psychographics • Advertising Innovation • Branding Numerous images, advertising examples, and videos help bring the case to life.
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LAUNCHING THE NEW MINI
The Student Experience
A Multimedia Case
#505020
Available on CD, Launching the New MINI is assigned just like a text case. It requires approximately 2 hours to prepare as homework.
The case walks students through: • MINI’s unique “guerrilla public relations” brand strategy • The challenges facing MINI’s marketing and brand strategies • Comparisons between MINI and its competitors
The Table of Contents to the left of the screen allows students to easily navigate the case.
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LAUNCHING THE NEW MINI
A Multimedia Case
#505020
Video Launching the New MINI uses videos of MINI’s advertising campaigns to provide examples of their unique brand strategy.
Students can examine:
• How MINI used targeted film advertising as opposed to typical television advertising • The ways in which each short film played a key role in MINI’s overall brand strategy • Whether or not the short films successfully address MINI’s most important strategic issues
Videos use RealPlayer.
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LAUNCHING THE NEW MINI
Real Examples
A Multimedia Case
#505020
Discussion of MINI’s brand strategy is supplemented with real examples of MINI’s advertising.
This illustrative explanation of the material helps students grasp concepts quickly and move through the case at an accelerated pace. Students can explore MINI’s brand strategy by viewing examples of the company’s print, video, and billboard advertisements.
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LAUNCHING THE NEW MINI...