Launching the Bmw Z3 Roadster

A Report on Launching the BMW Z3 Roadster
-Submitted by: separate 2B
Situation Analysis
BMW was planning to launch the Z3 branch with an idea to repair BMW and expand the franchise by positioning the Z3 with emphasis on American culture and setting it into the hearts and minds of people. Non-traditional media, which is more live efficient per dollar spent as compared to traditional media, was astray used for promotion. For initial launch of Z3 Roadster, BMW entered in deal dialogue with MGM/United Artist on the throng Bond favourable Eye film. BMW/MGM successfully co-launched their film and car in this non-traditional harvest-home placement. This was perceived as the best way of brand building. The nett pre-launch merchandising plan also included other elements of marketing so as to generate an emotional response. These included account offers, featuring own website, large public relation events, TV shows and a radio DJ program. The success of the pre-launch program created a pre-booking of rough 9000 Z3 by December 1995 as compared to 5000 projected. The dilemma here is to aim the hype created by the showtime phase of the campaign, and not to bear the infatuated feelings of the nodes. This alone can get the proper benefits of the first phase, as otherwise the benefits of word-of-mouth would be lost.



(Exhibit 1 shows how the customers awareness of a product can be converted to an actual purchase)
Recommendations
Initial excitement and buzz created by non-traditional marketing campaign of Phase-I must be adduceed everywhere the next six months otherwise the whole impact of phase-I would be lost (Exhibit 2 shows the variation of excitement levels over time). To maintain the desired trajectory, following are the recommendations:
A. Celebrity Endorsement: bump off Pierce Brosnan as the permanent face of the Roadster in redact to keep the excitement alive. As the new James Bond had made waves in Hollywood, it was likely that his face would be remembered for the next 6...If you want to get a full essay, order it on our website: Ordercustompaper.com



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