Launching the Bmw Z3 Roadster Case Analysis Essay
BMW Z3 Roadster A Case Analysis
Prof. Jayasimha K.R.
Bayerische Motoren Werke (BMV) was a global automotive company, primarily into manufacturing luxury cars originated in Germany, with a significant position in the luxury/performance segment of the U.S. automotive market. In the early 90s, owing to competition from competitors such as Lexus, Acura and Infiniti, the company had repositioned its brand to more quality-oriented and had adjusted model prices in the view of new competition, improved dealer network for better customer buying experience and made some significant improvements in the product line. BMW wanted to position itself as the "best" rather than "biggest" brand in …show more content…
BMW tie-in added several millions to Golden Eye’s earnings. The promotion was a success as over 9000 Z3 product orders were booked by December 1995 as opposed to the projected number of 5000 Z3s. The dealers also upgraded to meet the challenge and
BMW got higher impact per dollar spent as a result of this campaign.
Analysis of Other Complementary Elements of Pre-launch Marketing
The goal of pre-launch marketing strategies was to pre-sell the Z3, generate dealer traffic, and stimulate interests in other models of BMW product line.
The launch programme consisted of the following:
1. Neiman Marcus Christmas Catalogue offer of a Special Bond Edition Roadster
Originally Neiman and BMW had set a 20-unit sales goal over the three and half month Christmas selling period but in 2 days 100 Z3 orders were placed and by Christmas Neiman’s received 6000 customer orders.
2. Featuring the Z3 on BMW’s site on the World Wide Web
The module “Build Your Own Roadster” tripled the hit rates from an average of 35000 hits per day to 125000.
3. A large-scale public relations event “unveiling” the car in New York’s Central
This was the most prominent PR event in which Z3 was formally introduced to the public. The