宝马MINI汽车MARKETING（英文PPT 24页）

StrategicMarketingSuccessMINI•2001-BestoftheBest:MINI-MostFun—AutoWeekMagazine2001-CaroftheYear—CarMagazine2002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine2003-NorthAmericanCaroftheYear—CaroftheYearAwards2003-SportingCaroftheYear—AutoExpressHistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFutureMINIProductLifeCycle050100150200250300350400YearVolume(`000)TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulldogIndividualityInspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandnameDrivingexperienceSafetystandardsLet’sMessWithPerfection!EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINEDLet’sEvolve!“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.Autocar,Britain’sbesthothatch,May2002ExclusiveAvailableLowHighPricepositioningBrandpositioningExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesAdvertisingPromotionWarrantyLet’sMotor!Let’sGoonTour!It’sLove.PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8HistoryinaMINI(ute)RebuildMINIGoGlobalFUTURELet’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutlegacies.Let’sshowsomepride.Let’sbetheproductofgoodgenes.Let’sinheritDad’seyesandMom’sbonnet.Let’srememberwhogotushere.Let’sinspiregenerationstocome.Let’scontinueinthefootstepsofSirAlecIssigonisandJohnCooper.Let’sMOTOR!