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BMW Marketing 2013 Ukraine Page 1 AWT Bavaria Ukraine. BMW Marketing 2013. Sheer Driving Pleasure AWT Bavaria Odessa November 2013.

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Presentation on theme: "BMW Marketing 2013 Ukraine Page 1 AWT Bavaria Ukraine. BMW Marketing 2013. Sheer Driving Pleasure AWT Bavaria Odessa November 2013."— Presentation transcript:

1 BMW Marketing 2013 Ukraine Page 1 AWT Bavaria Ukraine. BMW Marketing Sheer Driving Pleasure AWT Bavaria Odessa November 2013

2 BMW Marketing 2013 Ukraine Page 2 BMW Marketing Ukraine. Review 2013 – Market Situation. 2012Share, %YTD 2013Share, % 1 Series321%232% 3 Series23211%23116% 4 Series 60% Z490%7 5 Series54325%27819% 5 GT482%151% 6 Series392%211% 7 Series683%453% X134716%21415% X323411%17612% X535917%22616% X623611%18413% TOTAL

3 BMW Marketing 2013 Ukraine Page 3 BMW Marketing Ukraine. Review 2013 – Market Situation YTDPetrolDiesel Petrol, 2012 Diesel, Series74%26%94%6% 3 Series68%32%88%13% 4 Series67%33% Z4100% 5 Series53%47%92%8% 5 GT83%17%25%75% 6 Series90%10%92%8% 7 Series80%20%79%21% X120%80%44%56% X345%55%56%44% X534%66%43%57% X652%48%59%41% TOTAL54%46%66%34% 2013 YTD 2012

4 BMW Marketing 2013 Ukraine Page 4 BMW Marketing Ukraine. Review 2013 – Market Situation YTDsDrivexDrive sDrive; 2012 xDrive; Series78%22%100% 3 Series81%19%64%36% 4 Series67%33% Z4100% 5 Series61%39%64%36% 5 GT100%44%56% 6 Series52%48%69%31% 7 Series2%98%41%59% X113%87%35%65% X3100% X5100% X6100% TOTAL30%70%37%63% 2013 YTD 2012

5 BMW Marketing 2013 Ukraine Page 5 BMW 3 Series BMW Marketing Ukraine. Review 2013 – Market Situation.

6 BMW Marketing 2013 Ukraine Page 6 BMW 5 Series BMW Marketing Ukraine. Review 2013 – Market Situation.

7 BMW Marketing 2013 Ukraine Page 7 GKL+ BMW Marketing Ukraine. Review 2013 – Market Situation.

8 BMW Marketing 2013 Ukraine Page 8 BMW X1 / X3 BMW Marketing Ukraine. Review 2013 – Market Situation.

9 BMW Marketing 2013 Ukraine Page 9 BMW X5 / X6 BMW Marketing Ukraine. Review 2013 – Market Situation.

10 BMW Marketing 2013 Ukraine Page 10 Topic2013 JanFebMarAprMayJunJulAugSepOctNovDec Launches Brand Campaign – Aesthetic GKL + Sales Support Campaigns Q1 and Q4 Retail focus F30 / F10 / E84 / F25 Value Packages ATL F34 F07 LCI F15 F32 F10LCI Print / Digital Print / OOH / Digital Launch Activities Retail Focused Activities F10 LCI BMW Roadshow BTL F32 X5 F15 Print / OOH / Digital Sponsoring Sports Marketing Aftersales BMW Financial Services UFW BMW Marketing Ukraine. Review 2013 – Activity Calendar Print / OOH Print / OOH / Digital F06 M Print / OOH / Digital Print / OOH 7 SeriesF06 Legal Awards BMW Club Meeting UFW BMW Golf International F06 M F32 / F15F30F347 Series OOH / POS Print / OOH / Digital / POS Seasonal Campaign POS at Events

11 BMW Marketing 2013 Ukraine Page 11 BMW Marketing Ukraine. Review 2013 – Marketing Activities. Ukrainian Fashion Week is the professional fashion event of the prêt-a-porter shows, takes place twice a year, gathers more than 40 participants, accredits more than 150 Ukrainian and international mass media and is attended by over guests every time. Activities: Product Placement, VIP Shuttle.

12 BMW Marketing 2013 Ukraine Page 12 BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Club Meeting June 15, 2013 ˃ 2300 BMW cars registered as participating; ˃ visitors Model Range Promotion F34 Launch Accessories and Lifestyle area BMW SF promotion

13 BMW Marketing 2013 Ukraine Page 13 BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Club Meeting Activities: Launch of the new 3 Series GT M models exhibitions ( M6 Series GC, M5) + 2 motorcycles BMW Financial Services promotion BMW Lifestyle area (sale with special price offer just for that day + vouchers for 11% discount offers at our dealerships for the next 6 days – to get the traffic) BMW Service promotion – flyer and special offer for vehicles older than 2 years

14 BMW Marketing 2013 Ukraine Page 14 BMW Club Meeting BMW Marketing Ukraine. Review 2013 – Marketing Activities.

15 BMW Marketing 2013 Ukraine Page 15 BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Roadshow 2013: 8 cities 10 vehicles 2 months/ 20 test days test drives km F20/118d, F30/328i xDrive, F10/520i, F10/528i xDrive, E84/X1 xDrive, F25/X3 xDrive, E70/X5 xDrive, E71/X6 xDrive, F07/535i xDrive GT, F06/640i Gran Coupe

16 BMW Marketing 2013 Ukraine Page 16 BMW Marketing Ukraine. Review 2013 – Marketing Activities. BMW Golf Cup International 2013 Ukraine July 20, 2013 Kiev Golf Club GolfStream 67 players (3 winners) 500 guests Activities: Launch of the new BMW M6 GC M models exhibitions ( M5, X6 M) BMW Model Range Test Drive BMW Financial Services promotion BMW Lifestyle area

17 BMW Marketing 2013 Ukraine Page 17 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

18 BMW Marketing 2013 Ukraine Page 18 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

19 BMW Marketing 2013 Ukraine Page 19 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

20 BMW Marketing 2013 Ukraine Page 20 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

21 BMW Marketing 2013 Ukraine Page 21 BMW Marketing Ukraine. Review 2013 – Marketing Activities. VIDEO

22 BMW Marketing 2013 Ukraine Page 22 BMW Marketing Ukraine. Review 2013 – Marketing Activities. The New BMW Importer Centre in Ukraine Groundbreaking Ceremony September 24, Media (100 guests)

23 BMW Marketing 2013 Ukraine Page 23 BMW Marketing Ukraine. Review 2013 – Marketing Activities. F32 / F15 Preview Events: 14 Dealerships 24/ /11 2 vehicles for static presentation: BMW - X5 xDrive 50i BMW - 435і xDrive Coupe Test Drive: BMW - X5 xDrive30d

24 BMW Marketing 2013 Ukraine Page 24 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

25 BMW Marketing 2013 Ukraine Page 25 BMW Marketing Ukraine. Review 2013 – Marketing Activities. VIDEO Groundbreaking Ceremony VIDEO F32 / F15 Preview Event

26 BMW Marketing 2013 Ukraine Page 26 BMW Information Sheets A4 BMW Marketing Ukraine. Review 2013 – Marketing Activities.

27 BMW Marketing 2013 Ukraine Page 27 BMW Marketing Ukraine. Review 2013 – Aftersales. OOH / Billboards DM / Flyer DM / Seasonal Campaign Brochure

28 BMW Marketing 2013 Ukraine Page 28 Insurance Flyer Showroom PylonBMW Financial Services Flyers BMW Marketing Ukraine. Review 2013 – BMW Financial Services. Mirror Hanger Car Stickers Showroom Financial Price

29 BMW Marketing 2013 Ukraine Page 29 BMW Marketing Approach Ukraine. BMW Marketing Approach 2014 Hero Local Market September # 1 Local Market

30 BMW Marketing 2013 Ukraine Page 30 Marketing Approach SWOT. StrengthsOpportunities New X modelsCompetitive price positioning Dealer network with good coverageAttractive financial products with SF High level of brand&company loyaltyBPS/Trade-in Aftersales focus End-user sales control Entry model strategy (for key segments) New Dealerships Opening WeaknessesThreats Strong political lobby of the MB importerNew taxes/Economic depression More attractive basic equipment lists of competitor vehicles Euro/USD exchange rate New competitors' products Competitors special price positioning (e.g.ML) Grey market Difficulties with Spare Parts Delivery

31 BMW Marketing 2013 Ukraine Page 31 Marketing Approach Priority Ranking. Priority Ranking Priority Topics 1 = High / 5 = Low Examp le* X 1 Aesthetics Campaign x 2 BMW 2 Series Active Tourer x 3 BMW xDrive Campaign (F15,F25 LCI, F26, F16) x 4Sales Support UKL (F20) x 5Sales Support KKL (F30)x 6Sales Support MKL (F10)x 7CRM Approach x 8 Sales Support GKL+ x 9 Sales Support Package Offers x

32 BMW Marketing 2013 Ukraine Page 32 BMW Activity Plan 2014.

33 BMW Marketing 2013 Ukraine Page 33 Thank you for your attention!


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