Mini Cooper Essay

5558 Words Nov 24th, 2012 23 Pages
MINI COOPER

10.2478/v10284-012-0001-3

MINI COOPER: CURRENT MARkETING STRATEGY, DIGITAL MARkETING APPROACH, THE BRAND & ETHICAL vALUES
OXANA SRIBNYAK ABSTRACT This paper aims to analyse the MINI’s case study to discover which marketing tools have best served to build a world-class iconic car brand. Using knowledge learned over the marketing course, their current marketing strategy will be analysed in detail. The second part will then critically examine the digital marketing approach of the MINI to answer the question of “what are the benefits to MINI from such a broad approach?” Drawing on the MINI case study, the paper will explore how emotions are used in marketing to build loyalty to the brand. MINI’s successful brand performance,
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MINI thrived as an icon around the world for “Cool Britannia”, through the Beatles wave in the 60s, spy movies of the 70s, road trip movies of the 80s, to British comedies of the 90s. Then, in 2002, an effort began to revitalise the brand, bringing back the retro image of the MINI, modernising it and targeting it to those most likely to share the same brand values of the company.

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CRIS Bulletin 2012/02

Authenticated | 124.122.148.218 Download Date | 12/3/12 9:42 AM

MINI COOPER

Successful marketing requires vision and resources to develop successful strategies, and while most do not know that the initial designer of the MINI was related to then BMW Director Bernd Pischetsrieder, few today know that today’s MINI is a brand owned by the BMW Group, which successfully brought their legendary branding philosophies and resources into effect to develop an integrated marketing strategy that has seen the brand exceed all market expectations (Motor Trader, 2012). 2.1 MARkETING SEGMENTATION Marketing segmentation breaks down the general market into distinct groups, aka “target markets”, each requiring different products and influenced by different marketing approaches (Jobber, 2007). For cost effectiveness, businesses divide markets into manageable segments defined by socioeconomic and cultural factors to better understand consumer demand. MINI has developed their cars to be highly attractive to their target market, and yet still

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