BMWi Case Study Essay Example | Topics and Well Written Essays - 1500 words

BMWi Case Study - Essay Example It uses cutting-edge material, custom built architectures with future production technologies (Case study: BMWi, 2011). The brand presence is global and has a niche market with dealers representing almost every corner of the world. The company has a loyal database of customers and it also expects an older segment (53 years old) to constitute the majority (84 percent) of their new customers (for BMWi) as against the younger (49 years old) audience for the earlier versions of BMW. However, the average age of its customer base is expected to be lesser than its competitors in Audi and Mercedes. The company constantly engages its loyal customer base through a range of media including TV, YouTube, Facebook, Email, Phone and Website among others. Its social media initiatives for BMWi through its ‘join the conversation’ invitation and a set of about 50 mobile apps through its ‘MyCityWay’ apps initiative to keep the customer updated with the local information is anot her innovative approach to constantly communicate with their customers. The company also has tied up with the London Olympics, 2012 as an automotive partner to leverage higher exposure for the brand and the new concept car (Case study: BMWi, 2011). Figure 1: Logo- BMW. ... The company plans to engage its target segment through direct and digital marketing with a ?400, 000 budget allocated for the purpose (Case study: BMWi, 2011). Figure 2: Model overview of BMW335i Coupe. Source: https://www.bmwcenternet.com Strategies to generate the 5,000 leads. Acquiring a new type of customer for BMWi- BMWi is a concept car which promises zero emission and is environment friendly. It also has a government approval for a ?5,000 grant that their customers can avail. As more than 50 percent of the target segment for BMWi are set to avail finance either from BMW or others, the grant from the government can be advertised with sufficient emphasis as it can help in subtly drive across the patronizing support from the government due its high fuel efficiency and eco friendly design and manufacture. This information can be communicated to the target customers through trade-shows, occasional TV and print advertisements and social media. In addition, the company can leverage i ts ‘join the conversation’ initiative to gather sufficient new leads as loyal customers and prospects are bound to network extensively on social media. The 5Cs of real-time marketing: content, conversation, context, continuity and commerce need to be constantly put in focus to reflect the brand (Leonard, 2011). Further, the online presence of the company must be readily leveraged in all aspects to actively engage the customers while giving them quality experience through seamless integration of its systems. Creative engagement needs to be fostered through the company’s as well as the dealer websites to actively listen to customer preferences. A live chat on the company and dealer websites can also help generate sufficient leads of new